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Creating & Manging Social Content


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This is a presentation I gave to an advertising class at San Jose State University about creating and managing social content.

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Creating & Manging Social Content

  1. 1. Create and Manage Social Media Content Randy Ksar Social Media Manager Motorola, Inc.
  2. 2. Background on Me #sjsusm <ul><ul><li>San Jose State Alum – Class of ‘99 </li></ul></ul><ul><ul><li>Work at Motorola in Sunnyvale </li></ul></ul><ul><ul><li>Social Media Marketing Manager for our developer program </li></ul></ul><ul><ul><li>Used to work at Yahoo! doing viral marketing </li></ul></ul><ul><ul><li>Marathoner, Cyclist, and Fundraiser for the Leukemia & Lymphoma Society </li></ul></ul>
  3. 3. About Motorola <ul><ul><li>Getting Our Bots in Gear Video </li></ul></ul>
  4. 4. What is Social Media One to one One to many Many to many Listening & engaging with current and potential members of your community that builds a positive and influential relationship
  5. 5. Viral: Pssst…Pass it On 72% of adults trust recommendations sent via social networking sites Forrester Consulting, Spring 2008
  6. 6. Where is viral Your audience Facebook Twitter Flickr Orkut LinkedIn Friendster MySpace Websites Blogs Forums Google Groups Yahoo! Groups
  7. 7. What do you talk about? <ul><ul><li>You </li></ul></ul><ul><ul><li>Your Brand </li></ul></ul><ul><ul><li>Your Company </li></ul></ul><ul><ul><li>Your Products </li></ul></ul><ul><ul><li>Your Employees </li></ul></ul><ul><ul><li>Your Offers </li></ul></ul><ul><ul><li>Your Community </li></ul></ul><ul><ul><li>Your Industry </li></ul></ul><ul><ul><li>Your Events </li></ul></ul><ul><ul><li>Your Friends </li></ul></ul>#sjsusm
  8. 8. Personal vs. Corporate Brand <ul><ul><li>Brand (n): A name/mark intended to identify and differentiate a product/service (from Harte Marketing) </li></ul></ul><ul><ul><li>How you portray yourself externally affects the corporate brand </li></ul></ul><ul><ul><li>Sometimes your brand is beneficial for a niche audience vs. a corporate brand </li></ul></ul>Gary Vaynerchuk, Director of Operations
  9. 9. Video of @garyvee
  10. 10. Engage With Your Audience <ul><ul><li>It isn’t about Twitter or Facebook but about the content you create </li></ul></ul><ul><ul><li>What does your audience want to hear/watch/read? </li></ul></ul><ul><ul><li>Grab their attention in 30 seconds or less </li></ul></ul><ul><ul><li>Think About Video or Audio </li></ul></ul><ul><ul><li>Be honest and real – Not about the quality of your HD camera vs. the content </li></ul></ul>
  11. 11. How Does Motorola Engage <ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Live interactive podcasts </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Discussion Boards </li></ul></ul><ul><ul><li>Meetups </li></ul></ul><ul><ul><li>Webinars </li></ul></ul>
  12. 12. Example: Podcasts <ul><ul><li>Started in April ’09 with no products announced just the platform </li></ul></ul><ul><ul><li>Over the year had 50+ podcasts with experts in mobile </li></ul></ul><ul><ul><li>Allowed for brand awareness, opportunity to talk to someone at Motorola, educate about Android, and create influencers before products were announced </li></ul></ul><ul><ul><li>Increase site traffic and created social content for our blog </li></ul></ul>
  13. 13. 5 Tips On Creating Social Content <ul><ul><li>Internal Advocacy – Educate Employees </li></ul></ul><ul><ul><li>Monitor social media for your brand, industry, and competitors </li></ul></ul><ul><ul><li>Be a risk taker! </li></ul></ul><ul><ul><li>Create and share an editorial calendar </li></ul></ul><ul><ul><li>Constantly network internally and externally </li></ul></ul>
  14. 14. 5 Tips on Managing Content <ul><ul><li>Create an editorial calendar and share it </li></ul></ul><ul><ul><li>Analyze what works and doesn’t </li></ul></ul><ul><ul><li>Find evangelists in your company & community </li></ul></ul><ul><ul><li>Get a social media monitoring tool </li></ul></ul><ul><ul><li>Become the expert at your company </li></ul></ul>
  15. 15. Homework <ul><ul><li>Get ‘doh and create a droid </li></ul></ul><ul><ul><li>Take a photo and tweet to @motodev with the hashtag #sjsusm </li></ul></ul><ul><ul><li>You’ll be graded </li></ul></ul>
  16. 16. Thank You <ul><ul><li>Any questions? </li></ul></ul><ul><ul><li>Tweet your feedback/questions/comments with the hashtag #sjsusm </li></ul></ul><ul><ul><li>Randy Ksar - @djksar – </li></ul></ul>