My presentation on Social Media Content Strategies for the recent Social Media Economy Days, Munich (Germany) 2011. http://socialmediaeconomy.de/muenchen2011/ I was scheduled as speaker on day 1 but unfortunately I missed my flight and it was difficult fot the organizers to arrange a change in the agenda - so I ended up not giving the. presentation. But here it is for everybody to enjoy on SlideShare! More Social Media Marketing presentations, videos and news at my website/blog Global Search Interactive http://www.globalsearchinteractive.net

1. best content for
social media
massimo burgio
global search interactive / sempo

2. who is massimo burgio?
Global Search Interactive
-- the agency
SEMPO Search Engine Marketing
Professional Organization
-- the industry
Burning Man
-- the creative network
Asturias Paraiso Cultural
-- cultural project
iPad4Africa
-- gift economy charity fundraising
... and much more
-- =)

3. let’s get into
the groove!

4. best content?
best content for which channel?
for which brand voice?
for which target audience?
for which cluster of target?
for which goal?

5. we need to
step back...

7. web users engage everywhere

8. after all, social is better than porn

9. conversations happens everywhere

10. it’s really all about strategic goals

11. and social media performance by channel

12. and social media performance by channel

13. and social media performance by channel

14. and social media performance by channel
source: cmo.com

15. the black hole: time + resources

19. 4PSMM
passion
patience
perseverance
proactivity

20. 4PDON’T
presume
panic push
procrastinate

21. let’s go back
to content

22. cluetrain
manifesto
brands are conversations, and
relationships too. it’s about talking to
people with a human tone, being truly
interested to their topics and helpful
in the conversations. conversations
must make sense, and be engaging
(1999).

23. more reading
unmarketing
social media is about engagement.
about time to stop using social media
with immediate ROI in mind, or
pressing sales goals.
stop marketing. start engaging.
(2011)

24. are you ready for interaction?
WEB 1.0
WEB 2.0
source: territorio creativo

25. what’s your social media messaging?
COMMUNICATION
SOCIAL
CUSTOMER MEDIA PRODUCT
CARE MARKETING DEVELOPMENT
ADVERTISING
source: territorio creativo

26. are you ready for conversations?

27. do you have the right tone and approach?

28. do you talk to the right people?

29. the 3Es of
good content
1 - educational
2 - entertaining
3 - enlightening

30. the 5Es of
good content
1 - educational
2 - entertaining
3 - enlightening
4 - engaging
5 - ethic

31. did you try to ask around?
clients + prospects
your target market
employees + stakeholders
your business “family”
partners + suppliers
your business “ecosystem”
competitors
don’t ask, just benchmark! =)

32. best social media content for your business?
find
your
own
social
way

33. “this is how we do it” for our clients
dialogo assicurazioni
blog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia
giovanni rana
website(s), facebook, youtube, UGC, press releases, bloggers
pitti immagine
blog(s), youtube, flickr
european school of economics
online magazine, facebook, twitter, youtube, online pr
telepass
facebook, twitter, UGC, youtube, online pr, flash surveys
bea italia (oracle)
surveymonkey, blog, facebook, linkedin groups
academia barilla
blog, youtube, facebook, twitter, online pr, newsletter

34. there isn’t
such thing as
THE content

35. sometimes the key is not even content
http://bit.ly/klm-surprise-socialmedia

36. content
strategies
know your voice
know your audience
time your content
solve problems
be true

37. content
strategies
know your voice
( )
know your audience everything you say on
time your content the social web should
“sound” like your brand.
solve problems
be true

38. content
strategies
know your voice
( )
know your audience why do they follow/like you?
time your content it’s because your brand offers them
something. make sure you deliver.
solve problems
be true

39. content
strategies
know your voice
( )
know your audience create an editorial plan and make
time your content sure what you say and when is
relevant your target audience’s needs.
solve problems
be true

40. content
strategies
know your voice
( )
know your audience help your audience, make sure you
time your content have the right information to share.
build trust, strengthens relationships.
solve problems
be true

41. content
strategies
know your voice
( )
your audiences will sniff it out if you
know your audience are pretending. but if you are fun,
time your content honest and relevant, they’re going to
recommend you to their friends.
solve problems isn’t that what social media is all about?
be true

42. content
marketing
1 - infographics adopt series instead of one-shot content
2 - contests
( )
always be coherent with messaging
content in tune with conversion funnel
3 - videos ask questions, seek feedback, promote UGC
4 - articles use all social media channel to vehiculate

43. content
curation
authority establish as an industry leader
( )
use your social media feeds to curate content
SEO relevancy share other people’s relevant content (50/50)
curation use creative commons, optimize, share
blogs, social media, publishing tools
publishing scoop.it, paper.li, storify.com, blip.tv, flipboard, itunes

44. do you have the right editorial team?

45. content creation vs. content syndication

46. the dark side of content strategies
digital rights vs. distribution
facebook TOS
copyright issues
creative commons
privacy vs. communication
privacy what?
tone of communication
social media policy
ethics vs. spam
transparency
opt-in / no spam
listen, don’t shout

47. danke!
thanks!
massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
www.massimoburgio.com