Socially syndicating content, presented to SIPA June 2008

1. Blogs and Beyond Incorporating New Media Content Into Your Offerings Robyn Greenspan, Editor-in-Chief, ExecuNet

3. Content’s Intent To broadcast (or narrowcast) messages, opinions, information (one-dimensional) To start conversations (interactive) To drive to the web (traffic/engagement)

4. The Winning Hybrid Content + Marketing + Social Media = SOCIAL SYNDICATION Quality content has no value if it’s not being read. Bring your content to the party – but WHERE’S THE PARTY?

5. Content Delivery Channels/Drive to Content Strategies Blogs Mobile Twitter Widgets RSS Feeds Status Updates “Answers” Groups Audio, Video Podcasts Community, Comments Reader-Generated Loop Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us

6. Blogs Editors, CEO, staff – executive/expert presence Remnants – relevant content that doesn’t have a place in the publication/site Commentary, opinion – instead of news Personal – creating “story” around your product, people

8. Mobile Internet (“Weekend Web”) Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics 58% of smartphone users have accessed news or information via their device – M:Metrics 85% of iPhone users have accessed news or information via their device – M:Metrics Optimize web pages for mobile reading

11. Mobile Text Messaging 2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner 301 billion mobile messages to be sent in the U.S. in 2008 – Gartner

12. Twitter Twitter.com Micro-blogging, mass text messaging “Business casual” environment – messages must be under 140 characters Drive readers to twitter.com/yournamehere and have them “follow” you “Tweet” headline + URL Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport

14. Widgets Small pieces of code downloadable to desktop, website, task bar Push content Viral

16. RSS Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!) Better than bookmarks All sections of the publication should carry an RSS subscription button Feedburner

18. Status Updates Informs network Drives to content Beware “UCD” = updating compulsively disorder

20. Answers LinkedIn, Yahoo!, Ask Metafilter You’re the expert -- respond to questions that subtly showcase your content/research Transparency is essential

23. Audio, Video Podcasts Commentary, interviews, news can be offered on your site Offered via iTunes by one-off or subscription YouTube channel

26. Community, Comments Interactive platform for readers Creates stickiness Inspire discussion with content, links Add comments to other communities/blogs

27. Reader-Generated Loop Capture member conversations Package and distribute Contributors will virally spread

29. Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us Content sharing, social bookmarking Digg demographic Male, 18-49 years old, $30-$100k Compelling headlines Prepare for the “Digg Effect”

32. Just Because You Can…Should You? Hyper-distribution Can saturate a niche audience Message clarity, purpose

33. Measuring Success Traffic Views Comments Feedback Subscribers Clickthroughs Search ranking

34. Blogs and Beyond: Incorporation New Media Content Into Your Offerings Robyn Greenspan Editor-in-Chief, ExecuNet rgreenspan@execunet.com