massimo burgioglobal search interactive / sempo

best content for social media

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-- =)

who is massimo burgio?

the groove!let’s get into

best content?best content for which channel?

for which brand voice?

for which target audience?

for which cluster of target?

for which goal?

step back...we need to

web users engage everywhere

after all, social is better than porn

conversations happens everywhere

it’s really all about strategic goals

and social media performance by channel

and social media performance by channel

and social media performance by channel

source: cmo.com

and social media performance by channel

the black hole: time + resources

perseveranceproactivity

patiencepassion

4PSMM

procrastinatepanic pushpresume4PDON’T

to contentlet’s go back

manifestocluetrain

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).

unmarketingmore reading

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)

WEB 1.0

WEB 2.0

are you ready for interaction?

source: territorio creativo

what’s your social media messaging?

ADVERTISING

COMMUNICATION

PRODUCTDEVELOPMENT

CUSTOMERCARE

SOCIALMEDIA

MARKETING

source: territorio creativo

are you ready for conversations?

do you have the right tone and approach?

do you talk to the right people?

good contentthe 3Es of

1 - educational2 - entertaining 3 - enlightening

good contentthe 5Es of

1 - educational2 - entertaining 3 - enlightening4 - engaging5 - ethic

clients + prospectsyour target market

employees + stakeholdersyour business “family”

partners + suppliersyour business “ecosystem”

competitorsdon’t ask, just benchmark! =)

did you try to ask around?

findyourownsocialway

best social media content for your business?

dialogo assicurazioniblog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia

giovanni ranawebsite(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 barillablog, youtube, facebook, twitter, online pr, newsletter

“this is how we do it” for our clients

THE content

there isn’tsuch thing as

sometimes the key is not even content

http://bit.ly/klm-surprise-socialmedia

strategiescontent

know your voiceknow your audiencetime your contentsolve problemsbe true

strategiescontent

know your voiceknow your audiencetime your content solve problemsbe true

everything you say on the social web should

“sound” like your brand.)(

strategiescontent

know your voiceknow your audiencetime your content solve problemsbe true

)( why do they follow/like you? it’s because your brand offers them something. make sure you deliver.

strategiescontent

know your voiceknow your audiencetime your content solve problemsbe true

)( create an editorial plan and make sure what you say and when is

relevant your target audience’s needs.

strategiescontent

know your voiceknow your audiencetime your content solve problemsbe true

)( help your audience, make sure you have the right information to share.

build trust, strengthens relationships.

strategiescontent

know your voiceknow your audiencetime your content solve problemsbe true

)(your audiences will sniff it out if you

are pretending. but if you are fun, honest and relevant, they’re going to

recommend you to their friends. isn’t that what social media is all about?

marketingcontent

1 - infographics2 - contests3 - videos 4 - articles

)(adopt series instead of one-shot content

always be coherent with messagingcontent in tune with conversion funnel

ask questions, seek feedback, promote UGCuse all social media channel to vehiculate

curationcontent

authoritySEO relevancycuration publishing

)(establish as an industry leader

use your social media feeds to curate contentshare other people’s relevant content (50/50)

use creative commons, optimize, shareblogs, social media, publishing tools

scoop.it, paper.li, storify.com, blip.tv, flipboard, itunes

do you have the right editorial team?

content creation vs. content syndication

digital rights vs. distributionfacebook TOScopyright issuescreative commons

privacy vs. communicationprivacy what?tone of communicationsocial media policy

ethics vs. spamtransparencyopt-in / no spamlisten, don’t shout

the dark side of content strategies

danke!thanks!

massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net www.sempo.orgwww.massimoburgio.com