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Social Media Monday


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John Bottom from Base One presents

Published in: Technology

Social Media Monday

  1. 1. MaY 2010 Convincing the sceptics The Great Content Marketing Experiment base one group ©2009
  2. 2. The IDM B2B Marketing Conference Wed 19 May 2010 base one group ©2009
  3. 3. Prestigious event Posh venue: Millbank Tower 200 senior marketing delegates Theme: "Change is good" base one group ©2009
  4. 4. Convince me... base one group ©2009
  5. 5. A sliding scale Interrupt Interest Product focused. Acceptance of message depends on outbound marketing muscle, ie budget. base one group ©2009
  6. 6. A sliding scale Interrupt Interest Customer focused. Acceptance of message depends on quality of content. Customers & prospects choose to engage with you rather than being interrupted. base one group ©2009
  7. 7. 7 steps for great content marketing 1. Expertise 2. Exclusivity 3. Attractiveness 4. Distribution 5. Targetting 6. Formatting 7. Action base one group ©2009
  8. 8. The Practice Can we demonstrate this? Can we create content that will produce 1,000 visits? base one group ©2009
  9. 9. Valuable content/exclusive We have access to leading marketing minds. Their views are valuable – and valued by other marketers. We ask them for their own answers to a question: base one group ©2009
  10. 10. Valuable content/exclusive "What is the single greatest benefit you hope to gain from social media, and what is the single biggest obstacle to achieving it?" base one group ©2009
  11. 11. The right title "Social media: opportunities and obstacles" What is driving the UK's biggest companies towards social media marketing – and what is holding them back? Comments and predictions directly from the thought leaders. base one group ©2009
  12. 12. The right format Repurpose into more than one format: Blog Whitepaper Video base one group ©2009
  13. 13. The right distribution [pre-arranged and spontaneous] Twitter Third-party bloggers Delicious etc YouTube LinkedIn? base one group ©2009
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  18. 18. Would you like to be part of it? base one group ©2009
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  22. 22. @basebot base one group ©2009
  23. 23. A worthy experiment Show how content marketing works in action Prove validity of useful content instead of sales messages Highlighting the strength of social media community base one group ©2009
  24. 24. Thank you base one group ©2009