The document discusses creating sharable and valuable content through social media marketing. It outlines a ladder of engagement with five levels from aware to evangelist. It then presents five new rules of the game for social media marketing: 1) understand the attention economy, 2) add value through specific and newsworthy content, 3) be real by making content personal, 4) strengthen your network and activate it, and 5) be the party host by developing a culture of conversation. The document provides examples and tips for applying these rules and designing a ladder of engagement to move audiences to higher levels of interaction.

1. Creating Sharable and
Value Added Content
Lisa Colton
Chief Learning Officer, See3 Communications
President, Darim Online
lisa@see3.com @lisacolton

2. Today’s Goals
• Target Audience Review
• Ladder of Engagement
• 5 New Rules of the Game
• Your Next Steps
Use the chat!
Share your questions and experience

5. Traditional Marketing Mindset:
Hub & Spokes

6. New Marketing Mindset:
Network
“connect and collaborate” rather than “command and control”

7. Marketing Goals
First, let’s get clear on
our marketing goals.
What are yours? For
example:
• Increase visibility
• Reach beyond
usual suspects
• Convert to next step
• What else?

8. Audiences Matter
One size does not fit all. Clarity on audiences
is essential for success. Impacts tools, tone,
and content. All else flows from here.
Who are your highest priority audiences?

9. Ladder of Engagement

10. Engagement Steps
Aware
Interactive
Engaged
Interested
Evangelist

11. Attention Economy
Add Value
Be Real
Activate the Network
Be a Party Host
5 New Rules of the Game

12. #1 THIS IS AN ATTENTION ECONOMY

13. http://therealtimereport.com/2014/04/11/social-networking-stats-teens-prefer-instagram-over-facebook-rltm-scoreboard/
If you’re
speaking directly
to teens,
you can’t ignore
Instagram.

14. Formats & Specificity
Highly specific and
relevant earns attention

15. #2:
ADD
VALUE

16. Social Content is Social Capital
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 12:1 ratio of
adding value.

17. #3: BE REAL

18. Make it
Personal

19. Bring Your
Social Skills!

20. #4 Strengthen the Network
And Activate it…

21. IKAR: Pause Before You Post

22. Tag Photos to Invite People
into the Conversation

23. #5 Be the
Party Host…
Develop a
Culture of
Conversation

24. John Fitch’s Steam Engine

25. John Fitch’s Steam Engine

27. Ladder of Engagement

28. Choreograph In Advance
What steps do you need
to set up to help people
move up each rung of
your engagement ladder?

29. Designing Your Ladder
AWARE INTEREST INTERACT ENGAGE EVANGELIZE
“Hmmm,
look at this”
“Mom, I’m
curious
about this”
“I’ve looked
at your site”
“I’m hanging
out, I’m
coming”
“Hey, you
should do
this with
me”
Sees a
friend
posting on
FB.
Forwards to
their teen,
talks to
other parent
Looks at
website for
cost, dates,
details
Likes page
on FB.
Submits
inquiry form.
Tells other
parents
about it on
FB.
Hears from
a friend,
parents
suggest
Looks on
social
media for
cool factor
Follows on
Instagram
Comments,
fills out
form,
applies
Shares
content,
tells friends
Hears from
you or thru
others
Talks with
colleagues,
peers
Follows,
browses
Asks
questions,
comments
Shares info
in their own
channels
Parents
Teens
Influencers
What are your steps, and how do you choreograph?
SAMPLE STEPS BASED ON LADDER & AUDIENCES

30. Think in Rungs
• Know your audiences and their rungs
• Be clear on what action steps look like.
• What will you do to support action at each
level?
• What content, tone do you need?
• Who is the voice that will connect?
• How will you generate (or curate) the
content?

31. • Building Trust
with Transparency
• Amplifying with Online Ambassadors
• Sharing Your Highlights & Learnings

32. Join the JDS Social Media
Facebook Group!
facebook.com/groups/jdssocialmedia/

33. • Lisa Colton @lisacolton lisa@see3.com
• Twitter: @lisacolton @see3 @darimonline
• Slides: http://bit.ly/atidenu1