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Content Ecosystem Presentation for Holderness Chamber


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Note: In 2010 we changed our company name from Uptown Uncorked to Magnitude Media to better reflect the variety of clients we serve.

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Content Ecosystem Presentation for Holderness Chamber

  1. 1. Creating A Content EcosystemOctober 2010, Holderness Chamber of Commerce Presented by Leslie Poston, Magnitude Media
  2. 2. JAN 16 1978This was the day that social networking was born.All of today’s social networks are descendants ofCBBS (Computerized Bulletin Board System),created in two weeks by Ward Christensen andRandy Suess. It enabled members of the ChicagoArea Computer Hobbyists Exchange to post andview notices on an electronic bulletin board,effectively becoming the world’s first on-linecommunity.Research study: “Social Network Hierarchies andtheir Impact on Business”Sample: 2322 persons ages 6-54
  3. 3. Be Part Of The Social Content Network1/2 of Beresford respondents said theyconsidered information shared on theirnetworks when making a decision—andthe proportion was higher among usersages 18 to 24, at 65%.~eMarketer, October 2009 Thanks to for the images
  4. 4. There were nearly 116 million USuser-generated content consumersin 2008.In 2008 there were 82.5 millioncontent creators.Both numbers are set to climbsignificantly by 2013~eMarketer, February 2009
  5. 5. Email
  6. 6. ✓ Invert your sales funnel✓ Use opt in value such as newsletters to create evangelists✓ Give before you ask
  7. 7. Retention practices + value= positive emotional branding
  8. 8. The Places Consumers of Content Visit Most Online Blogs / RSS Readers
  9. 9. The Elephant In The Room: Facebook • 91% of retailers have or plan to employ Facebook fan pages in the next year, 85% have or plan to add customer reviews and 80% have or plan to publish on Twitter. (E-tailing Group via Internet Retailer, April 2010) • Facebook is now the fourth most visited site in the world; two years ago it didn’t register in the top ten. (TechCrunch, 2009) From Facebook’s Own Statistics Tracking, 2010: • More than 400 million active users • 50% of our active users log on to Facebook in any given day • Average user has 130 friends • People spend over 500 billion minutes per month on Facebook • There are over 160 million objects that people interact with (pages, groups and events) • Average user is connected to 60 pages, groups and events • Average user creates 70 pieces of content each month • More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
  10. 10. SEO: Only Part Of The Google Picture NowThanks to for the images
  11. 11. YouTube: 3rd Largest Search Portal• YouTube will serve 75 billion video streams to 375 million unique visitors in 2009.• Every minute, ten hours of video is uploaded to You Tube.• User base is broad in age range, 18 – 55, evenly divided between males and females, and spanning all geographies.• Fifty-one percent of users go to YouTube weekly or more often• 91% of YouTube viewers have purchased something online• 35% have purchased something on Youtube that they have seen advertised on YouTube• You can’t force a video to “go viral”• Only 3.1% of videos uploaded to YouTube will reach 1000 views in one month• 0.3% will reach 10,000 views in one month• .001% will reach or exceed 500,000 views• It often takes months for videos to become “viral” at 1 Million+ views• The good news: even 50 views can drive excellent traffic to your brand or site
  12. 12. Blogs, Comments and RSS Feeds, Oh My Customer reviews are the most effective social tactic for driving sales, followed by question-and-answer features and a Facebook fan page where companies post information. ~Etailing survey of 117 companies, September 2009 86% of respondents say they have a Facebook fan page and allow interaction, and 10% more plan to launch in the next 12 months. 65% are communicating via Twitter, 55% publish customer product reviews, 55% have their own blogs, and 50% produce their own video or display videos submitted by consumers. ~Etailing survey of 117 companies, September 2009
  13. 13. Facebook and Privacy
  14. 14. Content OwnershipThanks to for the images
  16. 16. Know WHY You Are Generating or Repurposing ContentTo increase search To display knowledge engine ranking or authority To drive traffic to a site To start a conversation
  17. 17. Be Aware Of Content Flow
  18. 18. The Nitty Gritty
  19. 19. RSS Filtering, { Merging & Yahoo Pipes Embedding NetVibes FriendFeed RSS Filter RSS Mesh FeedRinse BlastFeed Google Reader Search.Twitter
  20. 20. Scannable Text Writing Method ✓ keywords (bold, highlighted somehow) ✓ sub-headings (with meaning, not just wit) ✓ lists (the internet loves a bullet point) ✓ single idea paragraphs (users skim) ✓ conclusion as beginning (inverted pyramid style) ✓ less is more (when it comes to words online: use half what you’d normally use)
  21. 21. • Upload old newsletters as PDFs fordownload on your site• Use selections from old newsletters andmarketing materials to seed blog posts• Scan in old photos and use them onyour site, blog or Flickr accounts• Find old video and use it as “nostalgia”content, or use it to launch newconversations with updated video “replies”• Use old audio content to start a podcastor internet radio show RECYCLE “Old” Content
  22. 22. Convert Content Text to AudioVideo + Transcription Audio to Text Paper to PDF Paper to BlogPhoto + Text + Audio
  24. 24. When cross linking, never forget... : AND AWARENESS
  25. 25. Time To Look At Some Of Your Real Time Content And Learn How To Make It Rock!
  26. 26. Interactive Session:Analyze, deconstruct, strategize and advise on content in real time for attendees
  27. 27. (Q&A Session)
  28. 28. Leslie Poston, Magnitude Media @leslie or @magnitudemedia on Twitter 800•501•4049 phone | 928•438•5038 fax Co-Author: Twitter for Dummies (Wiley, 2009+) Contributor: Social Media ProBook (Eloqua) Author: Grande Guide to Social Advertising (Eloqua) Author: Social Media Metrics for Dummies (Wiley, 2012) If you enjoyed my presentation, won’t you recommend me on LinkedIn? Connect with Magnitude Media’s pages also:©Leslie Poston, All Rights Reserved