Social media through the content lens

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Conference address for Web 3.0: The Future of Social Media

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Social media through the content lens

  1. 1. through the content lensWeb3.0 – Investigating the Future of Social Media Congress17-19 June, 2013 – Sheraton on the Park, Sydney@aussiegoldyhttp://au.linkedin.com/in/alana1
  2. 2. @aussiegoldyhttp://au.linkedin.com/in/alana1Slideshare note:This presentation was designed to be presented to a live audience, so you won’tfind loads of statistics and copy-heavy slides. That’s just the way I present!If you would like a summary of the information I presented, please contact me onLinkedIn and I’ll send you more information.
  3. 3. “The future is already here –it’s just not evenlydistributed”William Gibson, speculative fiction author
  4. 4. What stage in the journey are you?Advanced Executives see social mediaand content as an opportunityand part of doing businesstoday. Social media is fully (or close)integrated with business. Content and contentmarketing is at the core of anumber of business functions. Marketing budgets have beenreassigned from traditionalfunctions to digital, socialmedia and content.Early Still experimenting with socialmedia, trying to identify whatworks. Struggling to ‘feed the beast’that is content. Explaining to executives thatsocial media is more thanchatter and a necessary part ofstaying relevant to customers. Scrounging for budget andresources to support transitionto social media and contentprograms.
  5. 5. Digital foundations provide abackbone for social mediacontent
  6. 6.  What types of content will you produce? Where will you house your content? Are your platforms optimised?o Shareableo Search engines (incl FBO) What is the UX like? Where do you want the user to go after theyhave consumed primary content?Digital foundations
  7. 7. don’t build your empire onrented land
  8. 8. you don’t need a social mediastrategy, you need a contentstrategy
  9. 9. Content at the core Social media followers don’t just wantinformation, they want to be entertained. It’s really hard to keep ‘feeding the beast’ Text, image, video or combination
  10. 10. Findingcontent:raid yourarchives
  11. 11. Findingcontent:repackage
  12. 12. Findingcontent:ask other teams
  13. 13. Findingcontent:set up acontent committee
  14. 14. Findingcontent:news +currentevents
  15. 15. Findingcontent:events
  16. 16. corporationsas publishers
  17. 17. costs
  18. 18. beware!content guruahead
  19. 19. selling content for socialmedia to executives
  20. 20. CEOs who tweet and blog
  21. 21. CEOs who tweet and blogWeber Shandwick study found CEO sociability:1. Yields multiple dividends to Australian companies.2. Maximises stakeholder reach.3. Inherently risky, but inevitable. Start upskilling your CEO and the leadership team as sociability willsoon be a measured KPI for executive. http://bit.ly/wssocialceo
  22. 22. It’s howpeoplewill consumemedia
  23. 23. 4 things to do now1. Create a home for your content.2. Communities of followers take a long time tobuild!3. CEO sociability means social media trainingneeded as well as editorial and contentmeetings.4. Repackage existing content for new channels.
  24. 24. @aussiegoldyhttp://au.linkedin.com/in/alana1Note:This presentation was designed to be presented to a live audience, so you won’tfind loads of statistics and copy-heavy slides. That’s just the way I present!If you want a summary of the information I presented, please contact me onLinkedIn and I’ll send you more information.

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