LAANE- Rules of Online Content

Substance in the Ether Creating RichOnline Content

Friday, Sept. 17, 2010

Simplify Digital.

Welcome

Charles

@charleserdman

About The Groop

Digital Agency

Since 2001Facilitating opportunities since 2001

Business Creative Tech Marketing

ROI RGB USPSQL

over 30 startups

Including:Savings.comFund.comMusic.comThisNext.comCausecast.org

Media & Entertainment Companies

More importantly:

You(and your audience)

Question: If you could only walk away today with one piece of information what would that be?

How did you generate interest in

your agenda today?

...

To create engaging digital content requires a knowledge of your

audience’s needs.

How Can You Make Your Campaign Succeed?

Meet your users needs and offer a value proposition that makes them want to know more.

Deliver amazing creative online experiences that capture users imagination and create emotional impact.

Foster issue-oriented participation by creating opportunities for users to share, communicate and create compelling content.

A Story inThree Parts

Part 1:What is Digital ADD?

Part 2: Why does it happen?

Part 3

OvercomingDigital ADD?

Ok, lets start.

Part 1:What is Digital ADD?

Part 2: Why does it happen?

How do I break through?

Good News

1. Shiny object syndrome2. Brainstorming alone3. Not knowing your users

1. Purpose

2. Focus

3. Prioritization

Part 3

OvercomingDigital ADD?

The Groop System Foundation

1. Inception 2. Execution 3. Release

Phase The Idea Phase Start, Design & Build Release & Iterate

Toolkits 1. Goal Setting Toolkit2. Brainstorming Toolkit3. Prioritization Toolkit

1. Team Alignment Toolkit2. Groop Planning Toolkit3. User Story Toolkit

1. QA Toolkit2. Launch Plan Toolkit3. User Testing Toolkit

Results PurposeFocusClear Priorities

Motivation Commitment Clarity

Confidence Adoption Learning

The Groop System Foundation

1. Inception 2. Execution 3. Release

Phase The Idea Phase Start, Design & Build Release & Iterate

Toolkits 1. Goal Setting Toolkit2. Brainstorming Toolkit3. Prioritization Toolkit

1. Team Alignment Toolkit2. Groop Planning Toolkit3. User Story Toolkit

1. QA Toolkit2. Launch Plan Toolkit3. User Testing Toolkit

Results PurposeFocusClear Priorities

Motivation Commitment Clarity

Confidence Adoption Learning

The Groop System Foundation

1. Inception 2. Execution 3. Release

Phase The Idea Phase Start, Design & Build Release & Iterate

Toolkits 1. Goal Setting Toolkit2. Brainstorming Toolkit3. Prioritization Toolkit

1. Team Alignment Toolkit2. Groop Planning Toolkit3. User Story Toolkit

1. QA Toolkit2. Launch Plan Toolkit3. User Testing Toolkit

Results PurposeFocusClear Priorities

Motivation Commitment Clarity

Confidence Adoption Learning

The Groop System Foundation

1. Inception 2. Execution 3. Release

Phase The Idea Phase Start, Design & Build Release & Iterate

Toolkits 1. Goal Setting Toolkit2. Brainstorming Toolkit3. Prioritization Toolkit

1. Team Alignment Toolkit2. Groop Planning Toolkit3. User Story Toolkit

1. QA Toolkit2. Launch Plan Toolkit3. User Testing Toolkit

Results PurposeFocusClear Priorities

Motivation Commitment Clarity

Confidence Adoption Learning

The Groop System Foundation

Now it’s YOUR turn.

1 Goal Setting Toolkit

2 Brainstorming Toolkit

3Prioritization

Toolkit

charleserdman.com/laane-workbook.pdf

Let’s share.

Content strategyin the digital

ecosystem

Get your socialnetwork on!

Find the UGCsweet spot.

Make your content their

content!

Social Media Ecosystem

A Brand Identity and User Experience exist not only on a specific stand alone site, but rather across the social media and commerce ecosystem. By understanding how your product (issue) and brand will be used and interacted with outside of the main online property, you can create a system that users can identify with across their digital universe.

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Fordmodels.tv

Custom Microsites

iPhoneEvents

Widgets

Social

Interactive Applications

Sample Ecosystem

Ford Models Internet Platform

@: www.facebook.com/fordmodels

Facebook: Social/Brand Community#: 110,000+ opted‐in ‘fans’

@: fordmodelsblog.wordpress.com

Blog(s): Agency News & Discussions

@: www.youtube.com/fordmodels

YouTube: Video Channel(s)#: 60,000+ ‘subscribers’120 million video views

@: www.twitter.com/fordmodels

Twitter: Tweets

Other Destination/Channels

@: www.myspace.com/fordmodels

MySpace: Social Communities#: 340,000+ opted‐in ‘friends’

Mobile Channel(s)

#1 Fashion channel on VSNAXDeal with Nokia

Other Destination/Channels

API

API

API

API

API

API

API

API

API

API

API

API

Database: 300,000 Users (50% opted‐in)

Facebook / Your Issue Here

“Your Issue” Online Ecosystem

Virtual & Real WorldSocial Recommendation

EventsGatherings

ProtestsPolitical Rallys

Etc.

YouTubeVimeo

Press & Blog Media

Your Issue Online

TwitterFacebookContests

Pull Marketing

‣Make it easy for inspired users to refer and engage friends

‣Targeted banner viral media campaigns on portal sites

‣Celebrity placement on blogs and traditional media outlets

‣Interviews and press coverage on event announcements

‣Each campaign should come at minimal production and placement cost (maybe some small paid coverage or newsletter advertorials). It should repurpose existing assets.

‣Create a memorable identity and messaging to encourage spread and drive excited engagement

“Your Issue” Online Ecosystem

Virtual & Real WorldSocial Recommendation

EventsGatherings

ProtestsPolitical Rallys

Etc.

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Saatchi Online Ecosystem

Social-Viral Marketing

‣Feed site with directly contributed UGC media as well as aggregated from Facebook and outside contests and media

‣Users and activists solicit their friends involvement via wall posts and invites

‣Enable your community to use your content as a platform for their voice.

‣Traffic is driven in a circular fashion within the environment, encouraging user interaction, retention and expansion

Facebook / Your Issue Here

Your Issue Online

TwitterFacebookContests

Lastly, always consider new approaches to framing your message.

Thank You@charleserdman

@charleserdman

ResourcesSocial Marketing Research

northvp.com

Books

Blink, Malcom GladwellMade To Stick, Chip & Dan HeathSwitch, Chip & Dan HeathMaking Ideas Happen, Scott BelskyThe Brand Gap, Marty NeumeierMassive Change, Bruce Maudachisgroup.com