for @drpaulharrigan at UWA, 27th March 2013

1. Content Marketing
Lisa Harris
University of Southampton
@lisaharris
27th March 2013

2. Lisa Harris
• Lisa is Co-Chair of the Digital Economy USRG at the
University of Southampton, and an Associate
Director of the Centre for Innovation in Technologies
and Education (CITE). She runs the MSc programme
in Digital Marketing and is also an accredited tutor
for the University of Liverpool online MBA
programme.
• www.about.me/lisaharris
• www.digitaleconomy.soton.ac.uk
• http://lisaharrismarketing.com
• www.twitter.com/lisaharris
• www.slideshare.net/lisaharris

3. The big picture

4. Introduction
• How big data is changing lives (5 mins)
• Technology Will Kill…(2 mins)
• Socialnomics by Erik Qualman (4mins)
• Parody of the Socialnomics videos (3mins)
• Comments : http://todaysmeet.com/Perth

7. Technological change examples
• Gutenberg's printing press
• Radio and early TV outside broadcasting: Phar
Lap
• The secret history of social networking (Rory
Cellan Jones, 30 mins, audio)

8. Fear of new technology...

9. Exercise 1:
What technologies are being discussed here?
• “The modern world overwhelms people with data and this is
confusing and harmful to the mind” (Conrad Gessner, 1565)
• “It will create forgetfulness in the learners' souls, because
they will not use their memories.“ (Socrates, 469-399BC)
• “It socially isolates readers and detracts from the spiritually
uplifting group practice of getting news from the pulpit”
(Malesherbes, 1787)
• “It might hurt radio, conversation, reading, and the patterns
of family living and result in the further vulgarisation of
American culture“ (Ellen Wartella, 1962)
• “It’s making us stupid” (Nicholas Carr, 2008)

10. Digital Trends 2013 by Smart Insights
• Complete the poll and view the results
– Mobile (think smartphones and tablets)
– Content (engagement through SMM drives SEO)

13. Global spread of social media

14. Global market of Facebook

15. Seth Godin
• Flip the funnel
• Megaphone
• Social Media
• Word of Mouth
15
http://www.flickr.com/photos/theparadigmshifter/470341923/

16. www.briansolis.com

18. The 1:9:90 rule (Nielsen, 2006)
• 1% are content CREATORS (aka make a lot of
noise)
• 9% will COMMENT (aka make some noise)
• 90% will CONSUME (aka say nothing, but
presumably still obtain value)
• Is this still valid? Think about the participation
inequality in your various online activities

19. Content Marketing

20. Marie Page webinar on Content
Marketing

22. Why Content Marketing?
• People sharing/liking your content has an SEO benefit
• Good content is a top reason why people follow brands
on social media (Get Satisfaction)
• Build social capital by giving away good stuff –
endorsements and sales will follow
• Content can educate, inform, entertain or
inspire…resulting in brand advocates
• Facebook’s “Edgerank” score introduced Autumn 2012
- it increases with engagement, decreases with
negativity. This influences how many people get to
view a brand’s post in their newsfeed

27. The role of blogging
• Seth Godin and Tom Peters on blogging
• Blogging provides:
– Visibility
– Recognition
– Community and public engagement
– Social capital

28. Pulling it all together
• Use the blog framework as a central point pulling in your
other social media content:
– Tweets
– LinkedIn
– Flickr
– Vimeo/YouTube
– Slideshare
– Pinterest etc
• You can also embed other social media within individual blog
posts – video content is increasingly important
• Provide sharing buttons so that your readers can share your
content on their own networks
• These activities provide a regular supply of googlejuice to the
blog
• See for example http://digitaleconomy.soton.ac.uk

29. Blogging and search engine
optimisation
Social media shares of a blogpost are the biggest
influence on its search visibility:
1. Facebook shares
2. Facebook comments
3. Facebook likes
4. Tweets
http://www.socialmediastrategist.co.uk/blog/1-
news/175-social-media-seo

30. Practical tips
• Be transparent and authentic
• Build social capital by providing a regular supply of
interesting content
• Use a range of media in each post
• Keep posts short – our attentions spans are getting
ever smal…
• Link and share. Link and share. Did I say link and share?
• Respond to all queries and comments
• Don’t expect instant results…persistence will pay off 

31. Exercise 2
• Check out
http://www.socialbakers.com/facebook-
statistics/australia
• Check out
http://www.socialbakers.com/twitter/country
/australia/
• why do you think the top 5 brands in Australia
have been so successful?
• Use this document to record your comments

32. Case Study: AVG Free
• Provides useful information about online
security
• Shows the team behind the community
• “Superfans” get VIP treatment – invitations to
offline events, profiles showcased
• Awards for fans who answer the queries of
others
• Activists can be called upon to publically
support the company in times of crisis

33. United Breaks Guitars Case Study
• The original video
• What happened next, including interview with
Dave Carroll
• http://www.davecarrollmusic.com/

34. What’s next? - Google Glass
• Here is a taster (with detailed analysis and
video demo )
• And another (sceptical) argument by Andrew
Keen (@ajkeen)
• You may wish to follow #ifihadglass on twitter
• Is this a game changer?
• Google aim to put Glass on the market by the
end of 2013

35. Summary
• Content marketing through social media may be
‘free’ but the staff resource cost is high
• Can companies cope with the volume of
interaction required within a successful
community?
• 24/7 monitoring and interaction may be required
• How can success be evaluated in more
meaningful ways than the number of ‘likes’?
• Challenges of dealing with negativity in a
proactive way

36. Further Reading/Resources
• @Marie_Page webinar on Content Marketing
(44mins) via @smartinsights
• Nielson Social Media Report 2012
• Wells Fargo Social Media Case Study
• Top 10 trends presentations 2013 (We Are Social)
• BBC Internet Growth Report
• 5 ways social media will change the way you work
in 2013