A must read for all CMO's - What is Content Strategy and how do I build content that drives leads and revenue? How do I make it social and why does it matter?
The 10 Step Framework for Social Content
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
26. curate
digital content to provide more
relevant audience experience
Tagging Search
Contextualizing
Commenting
Brand
Website
Rating editing
Curated
Content Content Content Brand
Curators Audience
27.
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
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
34. participate
And keep them coming back by
encouraging them to join your
community
+
engage
contribute
35. Offer something of value
70%
Study:
of people become a fan
of your brand because
they want a deal
36. Then monitor their online activity
Understand potential sales opportunities or prospects
doing due diligence on your product or service
37. In short, a social media-acquired prospect has
A GREATER VALUE
than a prospect acquired via traditional media
Study:
Customer’s Social Network Value
• Annual Value: $100
• Network: 100 Followers
• % of Social Network with
Similar Behavior: 5 (5 x $100)
Network Value: $500
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
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
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
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
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
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)
66. How do you know what’s
RELEVANT
to your site visitors?
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.
72. THESE COMPANIES CAN HELP
CONTENT CURATION SMART SEARCH
• MindTouch 2010 • MindTouch 2010
• HiveFive Curata • 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
• Jive Software • Facebook Like
• Lithium • OpenID
• MindTouch 2010
SOCIAL LOGINS
CONTENT ANALYTICS
• MindTouch 2010 • Facebook Connect
• Mzinga Analytics • PassPack
73. DID I MISS
ANYTHING? Mark Fidelman
www.seekomega.com
t. @markfidelman
TELL ME
WHAT YOU
THINK
74. CREDITS
Slide Sources Notes
ALL Jessica Roeckel Design and Editing Help
8 Flickr Image
http://www.flickr.com/photos/mrhappy8/1996718955/sizes/l/
33 Images courtesy of Old Spice www.oldpsice.com
36 Marketo is a marketing automation company Marketo.com
45 Image courtesy of Kelly Abott at MindTouch
53 Image courtesy of Adobe TV
61, 62 WhoRunsGov is a MindTouch Powered site Washington Post owns the site
66, 67 Content analytics from MindTouch
69 Flickr Image http://www.flickr.com/photos/soumit/115026195/ Photographer: Soumit
72 Flickr Image http://www.flickr.com/photos/mauspray/4464488444/