Slide 1: What Every CMO Needs to Know About Content Strategy
The 10 Step Framework for Social Content By Mark Fidelman
Slide 2: Strategic Content?
WHY
Slide 3: every
company
Slide 4: has
CONTENT
Which includes…
Slide 5: Documentation
Video
&
for
Graphics, etc.
PRODUCTS
Slide 6: and
SERVICES
Slide 7: but most content are an afterthought
Slide 8: and
NOT
strategic
Slide 9: or
SOCIAL
Slide 10: So, they post PDF files
Static HTML or worse
Slide 11: And as a result…
their visitors tune out
and leave.
Slide 12: OR…
never arrive on their site
Slide 13: But there is
so much more
they can do
Slide 14: living
content
to create
Slide 15: developed and maintained
by the
that is
COMPANY & COMMUNITY
Slide 16: that reduces
support costs
Slide 17: increases
and
revenue
Slide 18: insights
while providing
Slide 19: that make
your content
intelligent.
Slide 20: learn more?
READY
Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/
to
READY TO LEARN MORE?
Slide 21: STRATEGIC
social content site?
So how do I create a
Slide 22: START WITH A STRATEGIC FRAMEWORK
Slide 23: EXPLORE
Let’s
the elements…
Slide 24: CURATE YOUR CONTENT
Slide 25: 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
Slide 26: curate
digital content to provide more relevant audience experience
Tagging Search Contextualizing Commenting
Brand Website
Rating editing
Content
Content Curators
Curated Content
Brand Audience
Slide 28: 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
Slide 29: submit answers…
Ask questions,
Slide 30: …and the Intuit site organizes it for everyone else.
Slide 31: Reviews & Ratings
Slide 32: 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
Slide 33: content
create engaging
HomePage
That
attracts prospects
to your site…
Slide 34: participate
And keep them coming back by encouraging them to join your community
+
engage
contribute
Slide 35: Offer something of value
70%
Study:
of people become a fan of your brand because they want a deal
Slide 36: Then monitor their online activity
Understand potential sales opportunities or prospects doing due diligence on your product or service
Slide 37: A GREATER VALUE
than a prospect acquired via traditional media
Study:
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
Slide 38: Reviews & Ratings
Slide 39: 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
Slide 40: COMMUNITY
ratings and feedback help users…
Slide 41: …quickly decide what is most relevant to them
Slide 42: Reviews & Ratings
Slide 43: 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
Slide 44: REPUTATION
that drives social recognition…
Slide 45: CREATE QUALITY CONTENT
Pay the community to
Slide 46: And
them with badges
REWARD
Slide 47: Reviews & Ratings
Slide 48: 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
Slide 49: SMARTER OVER TIME
Adaptive search that gets
Slide 50: CONTEXTUAL
Cross selling from search results…
Slide 51: Reviews & Ratings
Slide 52: SOCIAL SHARING
DESCRIPTION
Sharing content on social networks like Facebook, LinkedIn, Twitter, etc.
BENEFITS
Connect with your customer’s social network
EXAMPLE
Facebook-like
Slide 53: SHARE CONTENT
with their network
Encourage site visitors to
Slide 54: SHARE TOOLS
ALLOW SOCIAL SHARING FOR INCREASED REFFERAL TRAFFIC AND CUSTOMER ACQUISITION
Slide 55: Reviews & Ratings
Slide 56: 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
Slide 57: Social fast access Logins enable
Slide 58: quality info
No need for form fills. One click logins
And the company receives
About their site visitors
Slide 59: Reviews & Ratings
Slide 60: 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)
Slide 61: Crowd sourced content that is
CREATED & EDITED BY THE CROWD
Slide 62: EDIT DIRECTLY
within the browser in real time…
Slide 63: THE POWER OF CROWDSOURCING
Huge
Web Traffic
Text Video
Some
Images
Minimal
1X
10X
100X
Content
Slide 64: Reviews & Ratings
Slide 65: 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?”
Slide 66: RELEVANT
How do you know what’s
to your site visitors?
Slide 67: Content Analytics allows site admin to quickly understand the
ACCURACY, QUALITY, AND AGING
of the site’s content. Best of all,
it watches
CUSTOMER BEHAVIOR
through search patterns.
Slide 68: THAT’S IT FOR THE FRAMEWORK
Slide 69: Remember content is like theater for your audience
Slide 70: strategy…
But don’t forget about the
Slide 71: or the
Content Strategist
Slide 72: THESE COMPANIES CAN HELP
CONTENT CURATION • MindTouch 2010 • HiveFive Curata SMART SEARCH • MindTouch 2010 • Google Enterprise Search
LEARNING COMMUNITIES
• • • • Mzinga OmniSocial MindTouch 2010 SOCIAL SELLING Community Sites Marketo (tracking tool) REVIEWS AND RATINGS • • MindTouch 2010 GetSatisfaction SOCIAL CURRENCY SOCIAL SHARING • • Facebook Like OpenID
• • •
Jive Software Lithium MindTouch 2010
CONTENT ANALYTICS • MindTouch 2010 • Mzinga Analytics
SOCIAL LOGINS
• •
Facebook Connect PassPack
Slide 73: DID I MISS ANYTHING? TELL ME WHAT YOU THINK
Mark Fidelman www.seekomega.com t. @markfidelman
Slide 74: CREDITS
Slide
ALL 8 33 36
Sources
Jessica Roeckel Flickr Image http://www.flickr.com/photos/mrhappy8/1996718955/sizes/l/ Images courtesy of Old Spice www.oldpsice.com Marketo is a marketing automation company
Notes
Design and Editing Help
Marketo.com
45
53 61, 62 66, 67 69 72
Image courtesy of Kelly Abott at MindTouch
Image courtesy of Adobe TV WhoRunsGov is a MindTouch Powered site Content analytics from MindTouch Flickr Image http://www.flickr.com/photos/soumit/115026195/ Flickr Image http://www.flickr.com/photos/mauspray/4464488444/ Photographer: Soumit Washington Post owns the site
