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The social media marketing content concept Michael Leander [email protected] [email protected]

Social Media Marketing Content Concept: Social Media Marketing Day @Your Desk

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Michael Leander's presentation for the Social Media Marketing Day @Your Desk on 11 April 2011. Event organized by Markedu. More info here: http://www.markedu.com/web-seminars

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Page 1: Social Media Marketing Content Concept: Social Media Marketing Day @Your Desk

The social media marketing content concept

• Michael Leander

[email protected]

[email protected]

Page 2: Social Media Marketing Content Concept: Social Media Marketing Day @Your Desk

For more like this – get newsletter http://michaelleander.com/newsletter.html

Page 3: Social Media Marketing Content Concept: Social Media Marketing Day @Your Desk

Dictionary definition

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A social network service focuses on building online communities of people who share

interests and/or activities, or who are interested in exploring the interests and

activities of others.

Most social network services provide a variety of ways for users to interact.. (and

engage and recommend and…)

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THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET.

THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET.

THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE

MORE USERS AND CONTENT YOU WILL GET.

THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.

EXCLUSIVITY AND BEING SPECIAL IS

STILL IN PLAY

UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES

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Attract attention is NOT the problem for most of us

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Learn about your audience before you develop your content concept

• Who/where are they?

• What are their interests?

• What are their problems?

• What sort of bandwidth connection?

• What else do they like?

Let’ see an example next...

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Eyeballs Channels Target groups

Content concept

Uniqueness

Stories and media

Production

Creative processes/repurpose

Sub concepts

Measure success

Analytics

Conversion

ROMI

Start with you content concept

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The conventional approach

• Add value • Participate in the conversation • Don’t spam • Don’t talk too much about yourself • Beware of frequency of offers vs. value

adding info

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Is this offensive?

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Content and publishing processes

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To consider regarding content

• Whom is responsible for content?

• What is the flow of distribution?

• Whom responds to messages/comments?

• Whom ignites the conversation and how frequently?

• What can we do, what wont we do, what should we avoid, whom makes the decision?

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Fitting into the stream for maximum eyeballs...

How and where are people receiving the stream?

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• Campaigns • Attach content to

campaign • Measure effect of

campaign • Measure effect of

content

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THE STREAM MIX

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MEASURING 27

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Videos tutorial coming soon

Twitter in 12 minutes per day

http://www.twitter.com/michaelleander

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Click here to register now http://www.markedu.com/100