Creating Sharable and Value Added Content

Lisa ColtonChief Learning Officer, See3 Communications

President, Darim Onlinelisa@see3.com @lisacolton

Today’s Goals

• Target Audience Review

• Ladder of Engagement

• 5 New Rules of the Game

• Your Next Steps

Use the chat!

Share your questions and experience

Traditional Marketing Mindset: Hub & Spokes

New Marketing Mindset: Network

“connect and collaborate” rather than “command and control”

Marketing GoalsFirst, let’s get clear on

our marketing goals.

What are yours? For

example:

• Increase visibility

• Reach beyond

usual suspects

• Convert to next step

• What else?

Audiences MatterOne size does not fit all. Clarity on audiences

is essential for success. Impacts tools, tone,

and content. All else flows from here.

Who are your highest priority audiences?

Ladder of Engagement

Engagement Steps

Aware

Interactive

Engaged

Interested

Evangelist

Attention Economy

Add Value

Be Real

Activate the Network

Be a Party Host

5 New Rules of the Game

#1 THIS IS AN ATTENTION ECONOMY

http://therealtimereport.com/2014/04/11/social-networking-stats-teens-prefer-instagram-over-facebook-rltm-scoreboard/

If you’re

speaking directly

to teens,

you can’t ignore

Instagram.

Formats & Specificity

Highly specific and

relevant earns attention

#2:

ADD

VALUE

Social Content is Social Capital

• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.

• 12:1 ratio of

adding value.

#3: BE REAL

Make it

Personal

Bring Your

Social Skills!

#4 Strengthen the Network

And Activate it…

IKAR: Pause Before You Post

Tag Photos to Invite Peopleinto the Conversation

#5 Be the

Party Host…

Develop a

Culture of

Conversation

John Fitch’s Steam Engine

John Fitch’s Steam Engine

Ladder of Engagement

Choreograph In Advance

What steps do you need

to set up to help people

move up each rung of

your engagement ladder?

Designing Your LadderAWARE INTEREST INTERACT ENGAGE EVANGELIZE

“Hmmm,

look at this”

“Mom, I’m

curious

about this”

“I’ve looked

at your site”

“I’m hanging

out, I’m

coming”

“Hey, you

should do

this with

me”

Sees a

friend

posting on

FB.

Forwards to

their teen,

talks to

other parent

Looks at

website for

cost, dates,

details

Likes page

on FB.

Submits

inquiry form.

Tells other

parents

about it on

FB.

Hears from

a friend,

parents

suggest

Looks on

social

media for

cool factor

Follows on

Instagram

Comments,

fills out

form,

applies

Shares

content,

tells friends

Hears from

you or thru

others

Talks with

colleagues,

peers

Follows,

browses

Asks

questions,

comments

Shares info

in their own

channels

Parents

Teens

Influencers

What are your steps, and how do you choreograph?

SAMPLE STEPS BASED ON LADDER & AUDIENCES

Think in Rungs

• Know your audiences and their rungs

• Be clear on what action steps look like.

• What will you do to support action at each

level?

• What content, tone do you need?

• Who is the voice that will connect?

• How will you generate (or curate) the

content?

• Building Trust with Transparency

• Amplifying with Online Ambassadors

• Sharing Your Highlights & Learnings

Join the JDS Social Media Facebook Group!

facebook.com/groups/jdssocialmedia/

• Lisa Colton @lisacolton lisa@see3.com

• Twitter: @lisacolton @see3 @darimonline

• Slides: http://bit.ly/atidenu1