Content for the Social Space


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This deck is a quick primer for small business owners interested in social media.

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Content for the Social Space

  1. 1. Content for the Social Space : A Small Business Primer January 16, 2009 by David Burn Editor, AdPulp
  2. 2. <ul><li>• Many small businesses have spent many thousands of dollars on static, brochureware sites </li></ul><ul><li>• But a brand needs more than a place to hang its hat to make it online </li></ul><ul><li>• Think of the Internet as a salon. Your company’s site must be that inviting. </li></ul>
  3. 3. Do It Yourself <ul><li>• Everyone’s focusing on the “Social” in Social Media, but there’s another story to tell </li></ul><ul><li>• Blogger, Twitter, Ning, YouTube, Flickr, Facebook, etc. are all free and easy-to-use platforms for weaving multimedia narratives about topics of interests to a brand’s best customers </li></ul><ul><li>• In other words, social media sites provide unbelievable opportunities for you to create and share brand-building content </li></ul>
  4. 4. Stories Stick <ul><li>• Our brains are wired to remember stories </li></ul><ul><li>• The majority of human history is oral history </li></ul><ul><li>• Stories can help the brand connect with customers on a deeper level than even the best ads </li></ul>
  5. 5. You’re Already DIYing <ul><li>• You may not be a writer, a geek, or even in marketing or PR, but you already tell people stories about your workplace and the product or service you sell—it’s what we do as humans! </li></ul>
  6. 6. WOM 2.0 <ul><li>• A strategic content plan developed for the social space can help you harness some of the naturally occurring steam around your brand and use it to propel your communications engine forward </li></ul>
  7. 7. Shift Happens <ul><li>• Content is the lens to see social media through, because social media depends totally on your ability to produce and share compelling content </li></ul><ul><li>• It’s about producing content that’s worth sharing on the world’s greatest people-powered network, where customers can connect and interact with it and with you </li></ul>
  8. 8. Conversation Is Key <ul><li>• The Web made marketing conversational and there’s no turning back now </li></ul><ul><li>• If you want to be a conversation leader—and we want our brands to be that—you have to add content </li></ul><ul><li>• Conversational Marketing + Original and Consumer-Generated Content in the Social Space = Success </li></ul>
  9. 9. Blogger <ul><li>• You can set up a Blogger site in minutes, just visit and start producing and sharing content to support your firm’s overall objectives, or better yet drill down to the programming level and create a blog for each sub-brand or major initiative </li></ul><ul><li>• Google loves freshly blogged content, so the more on topic content you create the better positioned your firm will be in search engines </li></ul>
  10. 10. Twitter <ul><li>• Twitter is a place to share very short updates with a group of “followers” that wants to be kept in the loop on various projects, new product offerings or events to attend </li></ul><ul><li>• Twitter is also mobile, and it scales. </li></ul><ul><li>• Twitter can be a powerful PR tool for the brand </li></ul>
  11. 11. MyFaceSpace <ul><li>• Social networks like MySpace and Facebook are places where you can run highly targeted ads, set up a fan page or better yet, create a widget that performs a valuable function of some sort </li></ul><ul><li>• There are big numbers of people here, spending lots of time—it’s important to be on their page, literally </li></ul>
  12. 12. Flickr & YouTube <ul><li>• A picture is worth a thousand words </li></ul><ul><li>• Tell your brand’s story in still and moving pictures </li></ul><ul><li>• Flickr and YouTube are great for lifestyle brands, but also for companies that need to visually show how their product or service works </li></ul>
  13. 13. Ning <ul><li>• Ning helps you build a social network around any interest </li></ul><ul><li>• With the push of a few buttons, you can launch a robust site with member pages, blogs, a forum, photo galleries, video galleries, events pages and so on </li></ul>
  14. 14. Social Bookmarking <ul><li>• Tumblr is a great place to build a visual scrapbook </li></ul><ul><li>• Delicious is a text-based bookmarking service </li></ul><ul><li>• Both services are similar to blogging, but with an emphasis on others’ content, not your own </li></ul><ul><li>• Use of these sites helps your fans and followers read and see what you read and see </li></ul>
  15. 15. What Content Can Do <ul><li>Create more revenue by driving participants to retail, to online merchandise or to an upcoming brand-sponsored event </li></ul><ul><li>Generate increased awareness and word of mouth for the brand offline, and on </li></ul><ul><li>Earn more press mentions </li></ul>
  16. 16. It’s Worth Your Time <ul><li>Telling the brand’s story in these networked environments will help deepen relationships with customers, advocates, the press and with people inside your company </li></ul><ul><li>You can encourage advocates and attract prospects! </li></ul>
  17. 17. Implementation <ul><li>When it works best, Social Media isn’t a departmental function, it’s an attitude about openess and sharing that’s embraced throughout the firm </li></ul>
  18. 18. Content Is King <ul><li>She who has the best content wins! </li></ul>
  19. 19. [MORE HERE] <ul><li>I’d love to hear more about your particular communications challenges and then work with you to provide deeper thinking and a plan of action </li></ul>
  20. 20. For further consultation… <ul><li>Contact me at [email_address] or call 503-970-3862 </li></ul>