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-seminarsTRANSCRIPT
The social media marketing content concept
• Michael Leander
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Dictionary definition
3
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…)
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
4
Attract attention is NOT the problem for most of us
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...
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
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
Is this offensive?
Content and publishing processes
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?
Fitting into the stream for maximum eyeballs...
How and where are people receiving the stream?
• Campaigns • Attach content to
campaign • Measure effect of
campaign • Measure effect of
content
THE STREAM MIX
MEASURING 27
18
22
21
0
39
29
14
34
41
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