Intro to Shaping Online Content, The Edge April 2013


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What does it take to stand out on the internet? Promoting events, a business, or yourself online has advantages; a potentially enormous audience, a multitude of free channels and the ability to share not only words, but images, video and sound.
In this workshop, join a general discussion on current social media landscape. You will learn the basics of digital project management, knowing your audience and crafting the right messages and receive some tools for measuring success.

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  • Cut down. This is INTRO. Not intermediate or advanced.
  • Trust Value for newcomers – e.g. FAQ, welcome video Value for existing audience Do what you say
  • Intro to Shaping Online Content, The Edge April 2013

    1. 1. Nicole Jensen for The Edge, 19thApril 2013
    2. 2. Me Social mediaconsultant 75% volunteer +consultant work Reputation management Events + SME marketing Community growth
    3. 3. You Goals for today Existing knowledge Existing profiles Preferred social networks Thoughts
    4. 4. The Content Marketing Process1. Content creation2. Audience3. Distribution1. Importance and Possibilities
    5. 5. Content Marketing1. Content creation – what info will appeal? Customers Potential Customers1. Audience2. Distribution1. Importance and Possibilities
    6. 6. Content Marketing1. Content creation2. Audience – how can they get involved?DynamicsHabitsTech use1. Distribution1. Importance and Possibilities
    7. 7. Content Marketing1. Content creation2. Audience3. Distribution - how + where do people view mycontent? Search Shared via networks Hardware1. Importance and Possibilities
    8. 8. Some Basics Consistency is key Line between private + business Team vs employee profiles People > numbers Manual attention > automatic1. Importance and Possibilities
    9. 9. Branding Thought leader or rogue? Introduce key contacts
    10. 10. Writing Copy Static + dynamic information Informative profile bio/blurb Study your audience ‘We vs. I’? Spell-check
    11. 11. Personalising Content Credibility + approachability Show, don’t say Interest mashup Do + Love Use strengths, connections Introduce key individuals Keep content
    12. 12. Personalising Content Tips (Margin Media):1. Avoid industry jargon2. Be yourself3. Get in on conversation4. Turn off the sales pitchonce in a while5. Humour builds pricelessrapport – be tastefulPic: Anne Francis, Forbidden Planet, 1956
    13. 13. Choosing Objectives Resources Audience PlatformUISizeCultureLongevity
    14. 14. Publishing Platforms Wordpress Blogger Tumblr Pinterest Slideshare Prezi Yelp YouTube Vimeo Ustream Podcasts Email marketing RSS
    15. 15. Social Networks Facebook Twitter Google+ LinkedIn Myspace Reddit You Photos Events Status updates Audience Comment Like/favourite Repost Attend
    16. 16. The Worst Facebook Page Admin “Like/share if...” “Fill in the blank:...” Lacks variation Comments on irrelevant current events – badly! Snarky to complaints Blocks regularly
    17. 17. A Good Facebook Page Admin Don’t ask for value, give it! 70-30 Variety of formats Don’t profit from misfortune Respectfully address feedback
    18. 18. The Worst Twerp Poor follow/er ratio Ask for retweets or follows Use too many hashtags + apps Retweet about themselves Exist only for traffic
    19. 19. A Good Twerp Follows slowly Grows organically Participates in conversation Knows relevant hashtags Collates praise privately Doesn’t only link elsewhere Responds well to criticism
    20. 20. Mobile Instagram Snapchat Vine Foursquare Yelp
    21. 21. Aggregation and Monitoring
    22. 22. Publishing SchedulesActivity Frequency Days CompletedBlog Weekly TuesdayFacebook DailyTwitter 3x DailyGoogle+ 2x WeeklyEmail Monthly TuesdayYouTube Monthly WednesdayPodcast Monthly Thursday
    23. 23. Mobile Since 2010, Aussies using mobile internet (1xp/day) has increased from 71% to 81%.2011 = 45 minutesApril 2013 = 61 minutes 57% expect sites to be tailored to mobile
    24. 24. Protecting IP Link to your previous posts Mention or Google Alerts Google AuthorshipRel=author attribute Contact any thieves
    25. 25. Trolls, Haters and Others Legal obligation?Keep watchKeep recordsRemoveInform community Have a clear policy Acknowledgment Resolution Don’t only tell them tophone or emailPrivate messageUse like you would email
    26. 26. Avoiding Pitfalls Know your privacy settings Site’s terms of use Contingency plansInappropriate mannersLeaks, thieves Watch for negative resultsFOMO, alienationChange aversion
    27. 27. The secret? Effort. Plan around your GOALS Choose platform/s wisely Build organically Be original, consistent and honest Manual > automatic Stay on target Show, don’t just tell
    28. 28. Resources Web strategy planning templateBy Bluewire Media and David Meerman ScottCreative Commons License, Attribution 3.0 Tweet @nicolejensen