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Creating Great Content


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Val Lopez's presentation from the Exploring Social Media Business Summit in Toledo on May 18, 2011.

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Creating Great Content

  1. 1. Creating Great ContentThe ESM Business SummitMay 18th, 2011Valerie Lopez, Director of Media ResearchCision North America@valerielopez
  2. 2. Paid, Owned, Earned  Paid – Sponsorships, Display Ads, Paid Search  Owned – Corporate Sites, Blogs, Social Media Newsroom  Earned – Media coverage, WOM, BuzzSource: 2 2
  3. 3. Why should my business creategreat content?  To create a hub or home base for your news, opinion and content  To establish your brand as experts  To promote/raise awareness of your brand, products or services  To connect with your target community33
  4. 4. Keeping blog content fresh Share tips & industry expertise by answering questions to common concerns Try multiple bloggers to keep content fresh Read, read, read! Aggregate • Interesting industry news • Top Lists44
  5. 5. 1% of any population will be active content creators 9% will be participants 90% will simply "consume" that content online55
  6. 6. 66
  7. 7. A Social Hub Add content for the consumer or end-user Include multimedia features Make your content shareable! Be prepared, honest & open in a time of crisis
  8. 8. The Essentials  Easy to Find  Usability  Key Contacts  Advanced Search Tool  News Release Archives  Shareable  Optimize!88
  9. 9.  Launched in February 2011  Goal – To create a single destination for all audiences (internal & external); A way for them to connect and engage with Tufts.  Opportunity to feature and integrate social media channels  Collaboration of different departments  Mix of content aggregation  Created a dashboard for the site; Increase in unique visitors and returning visitors. Special thanks to Jean Ayers & Georgy Cohen of Tufts University99
  10. 10. 1010
  11. 11. http://socialmedia.tufts.edu1111
  12. 12. http://socialmedia.tufts.edu1212
  13. 13. http://socialmedia.tufts.edu1313
  14. 14. http://socialmedia.tufts.edu1414
  15. 15. The Social Media Release (SMR)  Best practices for  What’s different about an writing traditional SMR? releases apply to SMRs • Ability to share content as well: and engage in • More of a story, less discussions self-promotion • Ready for the end-reader • Well-written, includes • May include multimedia all relevant info content • Search engine optimized1515
  16. 16. 1616
  17. 17. Convergence of E-commerce & Content1717
  18. 18. Recommended Reading1818
  19. 19. Creating Great ContentThe ESM Business SummitMay 18th, 2011Valerie Lopez, Director of Media ResearchCision North America@valerielopez