The sixth lesson of Online Communication. Content, content management, content marketing, community, online community management, digital agencies, choosing an agency, guide your digital agency. Flash materials, videos and some critical pages are not included. Educational use only!

1. ONLINE COMMUNICATION VI
CONTENT, CONTENT MANAGEMENT, CONTENT MARKETING,
COMMUNITY, ONLINE COMMUNITY MANAGEMENT,
DIGITAL AGENCIES, CHOOSING AN AGENCY,
GUIDE YOUR DIGITAL AGENCY
Dr. CEM ÇINLAR
17.12.2012
1
Online Communication 6 Cem Cinlar

2. Content
Content
Content Management
Community
Online Community Management
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3. Content
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4. Content
Contentus (Latin) :
a : something contained
b : the topics or matter treated in a written work
c : the principal substance
(as written matter, illustrations, or music)
offered by a World Wide Web site
First Use : 15th century
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5. Content Marketing
In the buying cycle
- Engage buyers with compelling content
- to educate,
- inform,
- entertain,
- guide , etc.
- Help in decision process
- pragmatic,
- practical
- informative,
- persuasive.
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6. Buyer behavior has
been changing
dramatically
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7. Content Marketing Goals
- Lead new generation
- Thought leadership
- Market education
- Brand awareness
- Lead information
- Customer acquisition
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8. Content Marketing Goals
- Sales
- Traffic
- Loyalty
- Retention
- Engagement
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9. First page : % 89.7
Second : % 4.4
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10. Content Marketing Tactics
- Press release
- Newsletter
- Blogging
- Case study
- White paper
- E-book
- Podcast
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11. Content Marketing Tactics
- Webinar / webcast
- Video / video graphic
- Event
- Article / advertorial
- Interview
- Folder
- Slide & presentation
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12. Content Marketing Tactics
- Poll
- Survey
- Research
- Image / Infographic
- Social content
- Web sites / apps. / widget / +ware
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13. SERP Order = Content + Link + Traffic
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14. Content Success
- Storytelling
- Originality
- Custom content
- Professional writing
- Editing
- Context
- SEO
- Low cost
- Volume production / sustainability
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15. Content & Social Channels (leading)
- Linkedin
- Facebook
- YouTube
- Slideshare
- Twitter
- Custom communities
- Google+
- Pinterest
- Flickr
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16. Online Communication 6 http://bit.ly/TVuk9V 16

17. Content & Measurement
- Web traffic
- View
- Download
- Quantity
- Quality
- Inquire
- Opportunity & offer
- Feedback & interaction
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18. Content & Measurement
- Sales
- Revenue
- Customer feedback
- Search rankings
- Social media engagement
- Inbound links
- Share of conversation
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19. Online Communication 6 http://bit.ly/TVuw92 19

20. Online Communication 6 http://bit.ly/U3qwWF20

21. Content
Context
Life time project
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22. Lead Content & Management
- CEO
- Corporate Communications
- Public Relations
- Marketing
- Sales
- External agency
- Freelancer
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23. Content Creation - Outsource
- Video
- White paper / e-book
- Case study
- Press release
- Infographic / image
- Online article
- Webinar
- Blogging
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24. Content Creation - Outsource
- Poll / Research
- E-newsletter
- Social content
- Advertorial
- Online / offline / integrated event
- Slide / presentation
- Community management / crisis
- Product demo
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25. Content Tactics
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26. Content / Payment
- Tradeshow / fair
- Event
- Company website
- E-mail
- Print media
- Social media
- PPC/Paid search
- Live broadcast
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27. Content / Payment
- PR
- Webinar
- Blog
- Organic search
- Display Ad
- Online directory
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28. Context
is
The King
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29. Content Challenges
- No content strategy
- Talent to produce content
- Producing engaging / enough content
- Content quality
- Creating segment-specific content
- Time/bandwidth to create content
- Delivering to the right audience
- Measuring results
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30. Content Challenges
- Localizing content
- Lack of budget
- CRM (personas and decision stages)
- Finding targeted audience
- Lack of process
- Lack of publicity
- Lack of interest to register
- Short attention span
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31. Content Challenges
- International market
- Finding
- innovators
- early adopters
- influencers
- executives
- experts
- Barrier / bridge (user – opinion leader adoptation)
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32. Online Content
Management
Life Cycle
‘9 Steps’ by Cem Cinlar 2012
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33. STEP 1:
Definition
Ideas, areas, topics, SERPs, etc.
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34. STEP 2:
Analyse
Learn who, where, when, how!
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35. STEP 3:
Strategy
What, where, how!
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36. STEP 4:
Content Creation
Subject, sources, type, etc.
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37. STEP 5:
Optimise
Search engines, channels, etc.
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38. STEP 6:
Promote & Distribution
Where, how!
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39. STEP 7:
Link Building
Expand awareness, use potential and related areas, etc.
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40. STEP 8:
Monitoring
Measure subjects, writers, bloggers, news sites, etc.
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41. STEP 9:
Replanning
Re-evaluate: What, where, when, why, how!
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42. Content
with the
content?
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43. Create Find Encourage Feed with
Possitive Distribution Them to New Monitor
Content Channel Share Content
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44. Community
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45. Community Maturity Model
- Strategy
- Culture
- Leadership
- Community management
- Content & Programming
- Policies & governence
- Metrics & measurement
- Tools
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46. Stage 2
Stage 1 Stage 3 Stage 4
Emergent
Hierarchy Community Network
Community
Strategy Familiarise & Listen Participate Build Integrate
Leadership Command & Control Consensus Collaborative Distributed
Culture Reactive Contributive Emergent Activist
Community Defined Roles & Integrated roles &
None Informal
management Processes processes
Content & Some user Community created Integrated formal &
Formal & Structured
Programming generated content content user generated
Governance No Guidelines Restrictive Flexible Inclusive
Social functionality
Consumer tools Consumer & self- Mix of consumer &
Tools used by individuals service tools enterprise tools
is integrated
throughout
Metrics & Behaviours &
Anecdotal Activity tracking Activities & Content
Measurement Outcomes
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47. Community
Life Cycle
‘9 Steps’ by Cem Cinlar 2012
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48. STEP 1:
Target
Group, dynamics, needs, expectations, etc.
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49. STEP 2:
Objectives
Goals, vision, etc.
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50. STEP 3:
Strategy
Steps, tactics, etc.
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51. STEP 4:
Outcomes
Results, productions, etc.
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52. STEP 5:
Preparation
Subject, sources, knowledge transfer, etc.
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53. STEP 6:
Organise
Structuring, team, risk, development, optimise, improve, etc.
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54. STEP 7:
Perspective
Roles, technology, management, directions, etc.
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55. STEP 8:
Value
Total results, expectations, group generated results, etc.
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56. STEP 9:
Replanning
Re-evaluate: Challenges, what, where, when, why, how!
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57. Community Managers
- Human behaviour
- Needs & motivation
- Group dynamics
- Management requirements
- Business
- Organisation
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58. Community
Management
Life Cycle
‘9 Steps’ by Cem Cinlar 2012
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59. STEP 1:
Definition
Needs, ideas, topics, etc.
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60. STEP 2:
Analyse
Who, what, when, how!
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61. STEP 3:
Strategy
Steps, tactics, etc.
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62. STEP 4:
Preparation
Subject, sources, knowledge transfer, etc.
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63. STEP 5:
Organise
Development, optimise, improve, etc.
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64. STEP 6:
Value
Where, how!
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65. STEP 7:
Publicity / engagement
Expand awareness, use potential / related areas and groups, etc.
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66. STEP 8:
Monitoring
Measurement, reporting, etc.
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67. STEP 9:
Replanning
Re-evaluate: What, where, when, why, how!
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68. Online Community 5Cs
Content Context Connectivity Continuity Collaboration
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69. Online Community Needs
- Crowdsourcing
- Free networking
- Culturel shift & culturel mix
- Accessibility & sharebility
- Gaming / play with engagement
- Status
- Privacy
- Transparency
- Respect
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70. Thank you
Please kindly find the presentation @
www.slideshare.net/cemcinlar
Facebook.com/cemcinlar
Twitter.com/cemcinlar
Foursquare.com/cemcinlar
Linkedin.com/in/cemcinlar
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