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What Every CMO Needs to Know About Content Strategy
The 10 Step Framework for Social Content
By Mark Fidelman
Strategic Content? WHY
every
company
Which includes…
has
CONTENT
Documentation Video & Graphics, etc.
for PRODUCTS
SERVICES and
but most content are an afterthought
strategic
NOT
and
SOCIAL or
So, they post PDF files
Static HTML or worse
And as a result…
their visitors tune out
and leave.
never arrive on their
site
OR…
they can do
But there is
so much more
content living to create
COMPANY & COMMUNITY
that is
developed and maintained by the
that reduces support costs
revenue and increases
while providing insights
intelligent.
your content that make
learn more?
READY to
Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/
READY TO LEARN MORE?
So how do I create a
STRATEGIC social content site?
START WITH A STRATEGIC FRAMEWORK
the elements…
Let’s
EXPLORE
CURATE YOUR CONTENT
CONTENT CURATION
DESCRIPTION
The process of assembling, summarizing, categorizing and interpreting information from multiple sources in a context that is relevant to your customers
BENEFITS
Improve the quality and quantity of your content
EXAMPLE
Present your best content to new website visitors in order to maximize sales potential
Content Content Curators
Brand Website
Tagging
Rating
Co
mm
en
ting C
on
text
ual
izin
g editing
Search
Curated Content Brand
Audience
digital content to provide more relevant audience experience
curate
LEARNING COMMUNITIES
DESCRIPTION
Create communities of customers that are helping other customers with your product or service
BENEFITS
Customer service cost reduction, increase leads and sales, more satisfied customers, R&D info
EXAMPLE
Intuit’s TurboTax community site
Ask questions,
submit answers…
…and the Intuit site organizes it for everyone else.
Reviews & Ratings
SOCIAL SELLING
DESCRIPTION
Company and community developing a one-to-one relationship around content
BENEFITS
Direct relationship with prospective and current customers
EXAMPLE
Sales and Marketing tracking prospect interaction with content to identify sales opportunities
create engaging content
That attracts prospects to your site…
HomePage
And keep them coming back by encouraging them to join your
community
participate
contribute engage
+
70% of people become a fan of your brand because they want a deal
Study:
Offer something of value
Then monitor their online activity
Understand potential sales opportunities or prospects doing due diligence on your product or service
A GREATER VALUE than a prospect acquired via traditional media
In short, a social media-acquired prospect has
Customer’s Social Network Value
• Annual Value: $100 • Network: 100 Followers • % of Social Network with
Similar Behavior: 5 (5 x $100)
Network Value: $500
Study:
Reviews & Ratings
REVIEWS & RATINGS
DESCRIPTION
Site visitors rate content and provide instant reviews of content that does not meet their needs
BENEFITS
Quickly discover what content is effective or not
EXAMPLE
Microsoft’s Technical Documentation Community
COMMUNITY ratings and feedback help users…
…quickly decide what is most relevant to them
Reviews & Ratings
SOCIAL CURRENCY
DESCRIPTION
Reward programs that encourage users to contribute to content and product documentation
BENEFITS
Better content & documentation through crowdsourcing & reduced support costs
EXAMPLE
Microsoft MVP program, Cisco Support Community, MindTouch “Pay to Doc” program
REPUTATION that drives social recognition…
Pay the community to
CREATE QUALITY CONTENT
And REWARD them with badges
Reviews & Ratings
SMART SEARCH
DESCRIPTION
Contextual & adaptive search that learns to present the best content based on the search query
BENEFITS
Customers find the best content quicker. Contextual Cross selling opportunities
EXAMPLE
Highest rated content bubbles to the top of search results
Adaptive search that gets
SMARTER OVER TIME
CONTEXTUAL Cross selling from search results…
Reviews & Ratings
SOCIAL SHARING
DESCRIPTION
Sharing content on social networks like Facebook, LinkedIn, Twitter, etc.
BENEFITS
Connect with your customer’s social network
EXAMPLE
Facebook-like
Encourage site visitors to
SHARE CONTENT with their network
SHARE TOOLS
ALLOW SOCIAL SHARING FOR
INCREASED REFFERAL
TRAFFIC AND CUSTOMER
ACQUISITION
Reviews & Ratings
SOCIAL LOGINS
DESCRIPTION
Log in to website with Google, Facebook, LinkedIn, etc.
BENEFITS
Less friction for customers. Company receives higher quality info about site visitors.
EXAMPLE
Facebook Connect
Logins enable fast access
Social
And the company receives quality info
About their site visitors
No need for form fills. One click
logins
Reviews & Ratings
CROWD SOURCING
DESCRIPTION
Enable the crowd to contribute content, documentation, videos, tutorials, how-to guides
BENEFITS
The crowd helps build your content/documentation and supports your community
EXAMPLE
Who Runs Gov (Washington Post)
Crowd sourced content that is
CREATED & EDITED BY THE CROWD
EDIT DIRECTLY within the browser in real time…
THE POWER OF CROWDSOURCING W
eb
Tra
ffic
Content
Huge
Some
Minimal
1X 10X 100X
Images
Video Text
Reviews & Ratings
CONTENT ANALYTICS
DESCRIPTION
Content-specific analytics
BENEFITS
Derive intelligence and meaning from how content is being consumed
EXAMPLE
Answers the question “Why are 1000 people a week searching our documentation for XYZ?”
How do you know what’s
RELEVANT to your site visitors?
Content Analytics allows site admin to quickly understand the
it watches
ACCURACY, QUALITY, AND AGING of the site’s content.
Best of all,
CUSTOMER BEHAVIOR through search patterns.
THAT’S IT FOR THE FRAMEWORK
Remember content is like theater for your audience
But don’t forget about the
strategy…
or the Content Strategist
THESE COMPANIES CAN HELP
CONTENT CURATION
• MindTouch 2010 • HiveFive Curata
LEARNING COMMUNITIES
• Mzinga OmniSocial • MindTouch 2010
SOCIAL SELLING
• Community Sites • Marketo (tracking tool)
REVIEWS AND RATINGS
• MindTouch 2010 • GetSatisfaction
SOCIAL CURRENCY
• Jive Software • Lithium • MindTouch 2010
SMART SEARCH
• MindTouch 2010 • Google Enterprise Search
SOCIAL SHARING
• Facebook Like • OpenID
SOCIAL LOGINS
• Facebook Connect • PassPack
CONTENT ANALYTICS
• MindTouch 2010 • Mzinga Analytics
DID I MISS ANYTHING? TELL ME WHAT YOU THINK
Mark Fidelman www.seekomega.com t. @markfidelman
Slide Sources Notes
ALL Jessica Roeckel Design and Editing Help
8 Flickr Image http://www.flickr.com/photos/mrhappy8/1996718955/sizes/l/
33 Images courtesy of Old Spice www.oldpsice.com
36 Marketo is a marketing automation company Marketo.com
45 Image courtesy of Kelly Abott at MindTouch
53 Image courtesy of Adobe TV
61, 62 WhoRunsGov is a MindTouch Powered site Washington Post owns the site
66, 67 Content analytics from MindTouch
69 Flickr Image http://www.flickr.com/photos/soumit/115026195/ Photographer: Soumit
72 Flickr Image http://www.flickr.com/photos/mauspray/4464488444/
CREDITS