How valuable is content and how can you manage it? This is my presenation from the recent conference on Financial Services Social Media sponsored by Haymarket.

1. The New Marketplace - Creating &
Maintaining Content for Social Media
@allanschoenberg
Financial Services Social Media, 18 September, 2012

2. @CMEGroup

3. Brand enthusiasm: Turn followers into “fans”
Loyalty: Build on service; go to our customers
Advocacy: Educate and maintain support
Monitor: Issues management in real time

4. Private groups; corporate page; focused on customers, jobs
Discussions on timely topics
Search optimization with social bookmarking
Thought leadership
Repository of industry info; content provider
Real-time news aggregation; media/blogger relationships

5.  Anything that is directly or indirectly linked to
your company’s products or services –
text, graphics, audio or video.
 It can be newsworthy, educational and/or
entertaining.
 It can be positive or negative.

6.  Discovery: How do we find valuable content?
 Timeliness: Is it (still) relevant?
 Verification: How do we make sure we can trust it?
 Delivery: How do we turn that content into stories?
 Value: How do we make it useful to our stakeholders?

7.  News releases drive our discussions
 News media/bloggers add to our flow of
information
 R&D reports and analysis aid in our
consistency
 Content partners/influencers provide context
to our stories

8. •Distributed via newswire
•Media interviews; share positive stories via social channels
•Posted to social channels
News
•Social monitoring
•Retweet relevant posts
•Add discussions to LinkedIn
Social •Add links to our blog
•Work with research team to create report
•Reach out to relevant media and social sources
•Promote research via social channels
R&D
•Work with product marketing to develop third-party research
•Post to social channels
Partners

12. Strategy How does content define our brand?
• Topics and ideas must always support your brand
• Look outside your organization
Leadership Assign internal leaders
• They must be authorities and have authority
• They must be multi-disciplined
Plan The 30, 60, 90 day rule
• Integrate ideas across platforms
• Be flexible based on needs of the business
Understand Know our internal requirements
• Understand the risks
• Connect internal resources and bridge gaps (website, marketing, PR, technology, legal)

13. • Treat content as an asset
• You cannot separate content from the brand
• This is not a one person job
• Repetition is not just okay but required
• Know your content influencers
• Maintain a consistent presence
• Leverage partners and vendors
• Internal collaboration is critical
• Measure your success (and failure)

14.  Twitter: @allanschoenberg
 LinkedIn
 www.b2bvoices.com