Blogs and Beyond<br />Incorporating New Media Content <br />Into Your Offerings<br />Robyn Greenspan, Editor-in-Chief, Exe...
Content’s Intent<br />To broadcast (or narrowcast) messages, opinions, information (one-dimensional)<br />To start convers...
The Winning Hybrid<br />Content + Marketing + Social Media = SOCIAL SYNDICATION<br />Quality content has no value if it’s ...
Content Delivery Channels/Drive to Content Strategies<br />Blogs<br />Mobile <br />Twitter<br />Widgets<br />RSS Feeds<br ...
Blogs<br />Editors, CEO, staff – executive/expert presence<br />Remnants – relevant content that doesn’t have a place in t...
Mobile Internet (“Weekend Web”)<br />Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics<br ...
Mobile Text Messaging<br />2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increas...
Twitter<br />Twitter.com<br />Micro-blogging, mass text messaging<br />“Business casual” environment – messages must be un...
Widgets<br />Small pieces of code downloadable to desktop, website, task bar<br />Push content<br />Viral<br />
RSS<br />Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)<br />Better than bookmarks<br />...
Status Updates<br />Informs network<br />Drives to content<br />Beware “UCD” = updating compulsively disorder<br />
Answers<br />LinkedIn, Yahoo!, Ask Metafilter<br />You’re the expert -- respond to questions that subtly showcase your con...
Audio, Video Podcasts<br />Commentary, interviews, news can be offered on your site<br />Offered via iTunes by one-off or ...
Community, Comments<br />Interactive platform for readers<br />Creates stickiness<br />Inspire discussion with content, li...
Reader-Generated Loop<br />Capture member conversations<br />Package and distribute<br />Contributors will virally spread<...
Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us<br />Content sharing, social bookmarking<br />Digg demographic<br />Male, 18-4...
Just Because You Can…Should You?<br />Hyper-distribution<br />Can saturate a niche audience<br />Message clarity, purpose<...
Measuring Success<br />Traffic<br />Views<br />Comments<br />Feedback<br />Subscribers<br />Clickthroughs<br />Search rank...
Blogs and Beyond:<br />Incorporation New Media Content Into Your Offerings<br />Robyn Greenspan <br />Editor-in-Chief, Exe...
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Blogs And Beyond

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Socially syndicating content, presented to SIPA June 2008

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Blogs And Beyond

  1. 1. Blogs and Beyond<br />Incorporating New Media Content <br />Into Your Offerings<br />Robyn Greenspan, Editor-in-Chief, ExecuNet<br />
  2. 2.
  3. 3. Content’s Intent<br />To broadcast (or narrowcast) messages, opinions, information (one-dimensional)<br />To start conversations (interactive)<br />To drive to the web (traffic/engagement)<br />
  4. 4. The Winning Hybrid<br />Content + Marketing + Social Media = SOCIAL SYNDICATION<br />Quality content has no value if it’s not being read. <br />Bring your content to the party – but WHERE’S THE PARTY?<br />
  5. 5. Content Delivery Channels/Drive to Content Strategies<br />Blogs<br />Mobile <br />Twitter<br />Widgets<br />RSS Feeds<br />Status Updates<br />“Answers” Groups<br />Audio, Video Podcasts<br />Community, Comments<br />Reader-Generated Loop<br />Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us<br />
  6. 6. Blogs<br />Editors, CEO, staff – executive/expert presence<br />Remnants – relevant content that doesn’t have a place in the publication/site<br />Commentary, opinion – instead of news<br />Personal – creating “story” around your product, people<br />
  7. 7.
  8. 8. Mobile Internet (“Weekend Web”)<br />Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics<br />58% of smartphone users have accessed news or information via their device – M:Metrics<br />85% of iPhone users have accessed news or information via their device – M:Metrics<br />Optimize web pages for mobile reading<br />
  9. 9.
  10. 10.
  11. 11. Mobile Text Messaging<br />2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner<br />301 billion mobile messages to be sent in the U.S. in 2008 – Gartner<br />
  12. 12. Twitter<br />Twitter.com<br />Micro-blogging, mass text messaging<br />“Business casual” environment – messages must be under 140 characters<br />Drive readers to twitter.com/yournamehere and have them “follow” you<br />“Tweet” headline + URL<br />Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport <br />
  13. 13.
  14. 14. Widgets<br />Small pieces of code downloadable to desktop, website, task bar<br />Push content<br />Viral<br />
  15. 15.
  16. 16. RSS<br />Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)<br />Better than bookmarks<br />All sections of the publication should carry an RSS subscription button<br />Feedburner<br />
  17. 17.
  18. 18. Status Updates<br />Informs network<br />Drives to content<br />Beware “UCD” = updating compulsively disorder<br />
  19. 19.
  20. 20. Answers<br />LinkedIn, Yahoo!, Ask Metafilter<br />You’re the expert -- respond to questions that subtly showcase your content/research<br />Transparency is essential<br />
  21. 21.
  22. 22.
  23. 23. Audio, Video Podcasts<br />Commentary, interviews, news can be offered on your site<br />Offered via iTunes by one-off or subscription<br />YouTube channel<br />
  24. 24.
  25. 25.
  26. 26. Community, Comments<br />Interactive platform for readers<br />Creates stickiness<br />Inspire discussion with content, links<br />Add comments to other communities/blogs<br />
  27. 27. Reader-Generated Loop<br />Capture member conversations<br />Package and distribute<br />Contributors will virally spread<br />
  28. 28.
  29. 29. Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us<br />Content sharing, social bookmarking<br />Digg demographic<br />Male, 18-49 years old, $30-$100k<br />Compelling headlines<br />Prepare for the “Digg Effect”<br />
  30. 30.
  31. 31.
  32. 32. Just Because You Can…Should You?<br />Hyper-distribution<br />Can saturate a niche audience<br />Message clarity, purpose<br />
  33. 33. Measuring Success<br />Traffic<br />Views<br />Comments<br />Feedback<br />Subscribers<br />Clickthroughs<br />Search ranking<br />
  34. 34. Blogs and Beyond:<br />Incorporation New Media Content Into Your Offerings<br />Robyn Greenspan <br />Editor-in-Chief, ExecuNet<br />rgreenspan@execunet.com<br />

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