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-seminars
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Social Media Marketing Content Concept: Social Media Marketing Day @Your Desk
1. The social media
marketing content
concept
• Michael Leander
• leander@michaelleander.com
• mLn@fokusintegrated.com
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http://michaelleander.com/newsletter.html
3. Dictionary definition
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…)
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4. UNDERSTANDING THE DRIVING
FORCES OF COMMUNITIES
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
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8. 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...
9. Target
Eyeballs Channels
groups
Start with you
content concept
Uniqueness
Stories and media
Content Sub
Production
Creative
concept concepts
processes/repurpose
Analytics
Measure
Conversion
success
ROMI
10. 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
13. 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?
14. How and where are people
receiving the stream?
Fitting into the stream for
maximum eyeballs...
15.
16. • Campaigns
• Attach content to
campaign
• Measure effect of
campaign
• Measure effect of
content