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This presentation talks to the content marketing toolkit that will help you create demand for your campaigns and event.-How do you create and integrate a robust content marketing plan to drive more awareness and interest? -How to take created content and customize around different social channels?-How do you measure the ROI of your content marketing strategy?
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Content is King: Selling the Story
Shaku SelvakumarWW Digital Marketing Strategist, WebSphere
IBM
It’s personalFor more content from this speaker
Follow @shakusConnect : www.linkedin.com/shakuselvakumar
Or Email: [email protected]
“Content is the fuel of the social web”
Changing landscape in sharing content:• 93% of Internet users used email • 89% used social networks • 82% used blogs
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It’s a loud, loud world
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1. Create the story
Identify your campaign/eventIdentify a social media resourceWhat are the key elements of your campaign Identify and join key communities to
understand trending topicsIdentify the content formats
CCREATE
Create the storyline. Understand the plot and develop a strategy
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Finite time. Finite budget.
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2. Find your characters. Building content takes a village
Break the campaign/event into modules.
SpeakersInfluencersAudiencePartnersAttendees
Find the charactersEngage and develop RELATIONSHIPS
RFIND
F
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Engage the Audience Key Constituents Why
CustomersBuild credibility. Peer to peer endorsement. Building trust.
Business PartnersWin-Win. Leverage networks. Cross promote
External Influencers (Analysts, Press, Speakers, Bloggers)
Credible content. Building trust. Endorsement.
AttendeesPeer to peer endorsement. Energizers. Evangelists.
Subject Matter ExpertsEnergizers. Evangelists. Endorsement.
Internal Energizers. Leverage networks
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3. Build a better story. Break it up
Content atomization. Pull the smaller stories within the campaign/event.
Content planning requires a project plan. Build an editorial calendar
Recruit writers, interviewers, asset makersTalk about sessions, speakers, preview agenda to
increase attendanceProvide micro blog story linesEmbed social media links in all your comms
Build Trust.Develop a strong content
editorial calendar. R
DEVELOP
T
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Trust is a currency that doesn’t fluctuate
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Blogging needs a strategy
Host a Blogger’s call
Publish Speaker interviews
Rich media. Embed vblogs,
podcasts
Live blogging, at Event
Blogosphere
Highlight Subject Matter commentary
Post Event conversations
Leverage Media partners
Source: IBM WebSphere Blog
Integrate your
social widgets
Over 44,500 page views from over
100 countries. 49.5% increase yty visits 33% organic search
Guest bloggers
Credible and Unique Content is King
What makes for effective content? Unique content Useful content Channel relevant content. What is good for Twitter, may not work for
Facebook. #vue2011@shakus
4. Idle content is wasted content
Content repurposingContent distributionContent communications
Engage with the ecosystemShare. Leverage networksR
ENGAGE
E
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Making your content sweat
Content Repurposi
ng
Content Syndicatio
n
Infographics
Adapt Distribute
Visualize
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5. Content on the goCan you hear me now?
Real time is mobile time. Mobile optimization equals relevant
information at your finger tipsR
MOBILITY
M
Mobile strategy should be part of your event strategy. Not an after thought.
Mobile optimized means right content for the right environment
Differentiate mobile for demand generation by providing useful event information prior to the event
Provide mobile support during the event through real time updates
Design a socially integrated “share friendly” app #vue2011@shakus
Not another app story
If you build it they will come. Not true. Build it to serve a customer pain. Not to serve a marketing checklist.
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6. ROI of good content
Prevent event jet lag. Update immediately with post event conversation
Converse about event highlightsCurate content and share immediatelyIdentify hot and warm leads and follow
up with a “thank you” Add social leads to the enurture stream
Refine and reinforce. Continue the conversationR
REINFORCE
R
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Case Study: Award winning Social Media Campaign: Impact 2011 Winner of
the Forrester Groundswell Award 2011 for B2B Talking
Winner of the 2011 Hermes Platinum Award for Social Media
Measure and refine
1. How many people consumed your content, measured as page views, downloads, or views?
2. How often do consumers of your content share it with others?
3. How often do content consumers turn into leads?
4. How often do content consumers turn into customers
*Source: Jay Baer, Convince and Convert
?
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For more content from this speaker, follow/connect:
Shaku SelvakumarTwitter: @shakusLinkedInwww.linkedin.com/shakuselvakumar
Or Contact:Email: [email protected]
Interested in learning more? Join me in the Communication Lounge
now for a scheduled chat
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