Justice Mitchell's presentation slides from the Florida Blogger & Social Media Conference.

1. © 2013 • All Rights Reserved • Big Block Studios Inc. • JusticeMitchell.com
Psychotic
Cross-Content Training

2. Psychotic
: an abnormal condition of the mind,
and is a generic psychiatric term for a
mental state often described as involving
a "loss of contact with reality".

3. Reality=Boring Content

6. THIS SHOULD SUCK

7. Topic-Driven BlogPersonal Blog Business Blog

8. Personal Blog
Journal Content Self Branding Monetized Content
Main Menu Alt. Content

9. Journal Content - Foundations
• Define mission and goals
• Create a schedule
• Make it personal
• Key into goal growth
• Participate “in real life”
• Stay humble
• Feedback
IDEAS
KILLERS

10. Journal Content - Ideas
• Support your content with your history
• Stories from your childhood
• Make a timeline of your life
• Write in third person looking in
• Try using a story site like:
• http://cowbird.com/
• https://storify.com/
• http://storyful.com/
IDEAS
KILLERS

11. Journal Content - Killers
• #1 Killer: Lack of attention to engagement
• Inconsistent voice
• Playing sides
• Zombie apocalypse
IDEAS
KILLERS

12. Self Branding - Foundations
• Identify your place (research)
• Define your voice, tone and manner
• Consistently brand all channels
• Create content to support image
• Defining your look
• Create consistent
• Be unique
• Engage
IDEAS
KILLERS

13. Self Branding - Ideas
• Daily videos, vines or instagram videos
• Create a podcast or online radio show
• Become a guest blogger
• Become someone's pull quote:
• http://www.responsesource.com/
• http://www.helpareporter.com/
• http://flacklist.com/
• http://muckrack.com/
IDEAS
KILLERS

14. Self Branding - Killers
• Weak content with little value to audience
• Perception of “selling out”
• Superiority in voice
• Inconsistent posts
• Pushing sales
• Radioactive Fallout
IDEAS
KILLERS

15. Monetized Content - Foundations
• Launch blog with content
• Seek ad networks (or customer direct ads) that are appropriate for your demographic
• If you’re seeking sponsorships or product be clear in your contextual intentions with
the customer or brand.
• Don’t seek advertisers until you have ample traffic, or subscribers
• Be transparent with sponsorships, affiliation and ambassadorships
IDEAS
KILLERS

16. Monetized Content - Ideas
• Use videos with rating and reviews
• Give “pro” and “con” summaries every time
• Support big post with an engagement email campaign
• Create a ranking systems and leader-boards (makes additional content)
• Reverse-engineer your competition’s most engaged posts
• Recycle and refresh evolving topical content
• Create surveys and ways to get feedback
• Cultural “piggybacking”
IDEAS
KILLERS

17. Monetized Content - Killers
• Getting caught selling sponsored content as genuine
• Being “too much” of any one opinion
• Not feeding your followers
• Piranha Fish
IDEAS
KILLERS

18. Business Blog
Online Business Brick & Mortar B2B Content
Main Menu Alt. Content

19. Online Business - Foundations
• Do a competitive content and social analysis
• Create an ambassador program
• Create a voice for the business
• Create an assignment desk
• Create a content calendar
• Seek out SMEs for content
• Track and optimize
• Be consistent
IDEAS
KILLERS

20. Online Business - Ideas
• Multi-part blog posts
• Interview your customer
• Map the production process of your product
• Create a weekly content tradition “Behind the Scenes Tuesdays”
• Pre, During and Post content for all new product launches
• Produce basic video overviews of products (see: Zappos)
• Create posts about the history of your product
IDEAS
KILLERS

21. Online Business - Killers
• Getting too personal
• Poor social engagement
• Talking bad about competitors
• Lack of engagement
• Vampires
IDEAS
KILLERS

22. Brick & Mortar - Foundations
• Cover/Own all location-based social networks to your location
• Create ample content (photos & videos) of your location and culture
• Give your online audience exclusivity before the general public
• Cover the social channels appropriate for your demographic
• Seek ways to make people part of the online content
• Create and maintain an online communal extension
• Favorite customers become ambassadors
IDEAS
KILLERS

23. Brick & Mortar - Ideas
• Online contest for in-store rewards
• Create #instagram and micro-video incentivized programs and discounts
• Open your blog for external (moderated) submissions
• Crowdsource customers on new product ideas
• Rewards programs for blogger outreach
• Make complaints real content
IDEAS
KILLERS

24. Brick & Mortar - Killers
• Not glorifying contest winners
• Inconsistent content deployment
• Lack of content diversity
• Rabid Packs of Dogs
IDEAS
KILLERS

25. B2B Content - Foundations
• Deploy topical content first
• Cover your competitor’s bases
• Create new content not simply source it
• Content should create “thought leadership” not bandwagon
• Alignment with external blogging SME within category
• Seek content from staff (incentivize)
• Content calendars for posts and PR
IDEAS
KILLERS

26. B2B Content - Ideas
• Create a community of SMEs for your business (also crisis)
• Actively seek photos, videos and feedback from staff (run contests)
• Develop communities and seed topics on boards for fresh perspectives
• Support your industry vertical with a independent multi-author content blog
• Seasonal, end-of-year and product launch based content
• Pre-write content prior to live events
IDEAS
KILLERS

27. B2B Content - Killers
• Lack of knowledge within category
• Not responding to feedback
• Slow customer service
• Slow content distribution
• Giant F-ing Meteor!
IDEAS
KILLERS

28. Topic-Driven Blog
Education & Training Ratings & Reviews Category SME
Main Menu Alt. Content

29. Education & Training - Foundations
• Define all the tools before the techniques
• Be sure to outline difficulties (create degrees)
• Make sure you cross-link DIY items that relate
• Multi-authors post work well to cover ancillary topics
• When creating online education be sure to use ample content
• Don’t get brand specific (unless promoting one)
• Explain the process in more than one way
IDEAS
KILLERS

30. Education & Training - Ideas
• Videos, vines and instagrams - make multistep processes video
• Heavily tag your content so like-minded topics will live in the same place
• Monetize your education:
• Learning Management Systems (LMS)
• http://www.mindflash.com
• http://www.litmos.com/
• http://www.talentlms.com/
IDEAS
KILLERS

31. Education & Training - Killers
• Poor or inadequate content
• Too basic/advanced for demo
• Keeping current - version control
• Killer Space Aliens
IDEAS
KILLERS

32. Rating & Reviews - Foundations
• Create a defined rating model
• Try to equally weight pros and cons
• Progressively review your ranking process
• Be transparent with sponsored reviews
• Let your audience submit ratings
• Create unique ranking criteria
• Be topical — “don’t rate late!”
IDEAS
KILLERS

33. Rating & Reviews - Ideas
• Do end-of-year reviews
• Roll out new products
• Seek content from the vendors
• Seek supporting metrics from independents
• Invites category SMEs to submit their ratings
• Create “best of” and “worst of” categories
• Create leader-boards
IDEAS
KILLERS

34. Rating & Reviews - Killers
• One-sided reviews
• Lack of integrity
• Slow engagement
• Killer Bees
IDEAS
KILLERS

35. Category SME - Foundations
SME Blogs are a derivative of Personal Branding but usually more topic
or subject matter driven.
• SME content while topical adds credibility
• Maintain topical status within vertical
• Create “key differentiation” through opinion, research and strategies
• “OWN” the category with supported content
• Create content from resourced data
• Publish external content such as eBooks and whitepapers
IDEAS
KILLERS

36. Category SME - Ideas
• Respectfully challenge competitions’ content
• Create quarterly reviews and year-end “wrap ups”
• Prognosticate trends and changes in your vertical
• Surround yourself with other SMEs you’re not in competition with
• Posts should create a foundational understand with defined opinion
• Create content where their is none – podcasts? Infographics?
• Fertile soil for multi-part posts
IDEAS
KILLERS

37. Category SME - Killers
• Don’t be a douche bag
• Consistency in messaging and deployment
• Don’t make up facts
• Sharknados
IDEAS
KILLERS

38. This Is A Test ... Remain Calm.

39. Define The Social Graph
What other marketing touch points are you using to get noticed?

40. Building Blocks For Ideation
#POSTS
COMMUNITIES
WEBISODIC
CONTENT
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTICLES
PRESS RELEASES
EMAILS
INTERNAL
MESSAGING
SPECIAL OFFERS
POSTS
THEN NOW

41. Content Litmus Test
NCAs ENGAGEMENT RETENTION RECRUITMENT
BRAND
IMPRESSION
ONLINE
PURCHASES
BUZZ
CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS
PRODUCT
EDUCATION
TREND
SPOTTING
Primary Directives:
Secondary Directives:

42. Mapping Your Content
Month 3Month 2Month 1
2 2 3 3 5

43. Your Special Magical Unicorn Person Thing
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com — Blogger
Social Nerd:
• twitter.com/justicemitchell
• instagram.com/justicemitchell
• facebook.com/justicewmitchell
SPEAKER