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You can Tweet and blog until you’re blue in the face, but it won’t get you anywhere unless you have something to say and an interesting way to say it. Charles Erdman, a leader in building online and mobile technology to drive social and political action, shares the fundamental rules of creating powerful content.
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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.
41
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.
45
46
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