steal this presentation! how to create content for social sharing

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Twitter: @pgillin STEAL THIS PRESENTATION! HOW TO CREATE CONTENT FOR SOCIAL SHARING Paul Gillin Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer Attack of the Customers gillin.com [email protected]

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Paul Gillin. Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer Attack of the Customers gillin.com [email protected]. Steal This Presentation! How to Create Content for Social Sharing. Readers are People, Not Statistics. - PowerPoint PPT Presentation

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Page 1: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

STEAL THIS PRESENTATION! HOW TO CREATE CONTENT FOR SOCIAL

SHARINGPaul Gillin

Author:

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Attack of the Customers

gillin.com

[email protected]

Page 2: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Page 3: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Readers are People, Not Statistics

Demographics PsychographicsAge Motivations

Income Fears

Title Accomplishments

Company Size Failures

Budget Attitude

Installed Equipment Likes

Industry Ambitions

Page 4: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Psychographic Profile: Small Business IT

Position IT manager or systems admin at small to midsize company

Motivations Getting it right; pleasing users; pleasing the boss; recognition; peer approval; raises and promotions

Demotivations Inefficiency; bureaucracy; politics; laziness

Likes Technology; puzzles; games; sci-fi; books; movies

Dislikes Pretentious people; yes-men; people who don’t try

Fears Getting it wrong; letting people down; losing the job; not knowing what to do

What defines accomplishment?

Figuring out the solution before anyone else; creating a better solution; recognition by peers/superiors

Loyalty Very high if the organization’s values match his own

Adjectives Skeptic; diligent; perfectionist; introvert; reliable; quirky; conservative; logical

Page 5: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Psychographic Profile: Enterprise CIO

Position CIO, VP of IT or CTO

Motivations Recognition; organizational excellence; business success; professional advancement

Demotivations Impulsiveness; indecisiveness; details; disobedience

Likes Technology; problem-solving; learning; teamwork

Dislikes Delay; politics; uncooperativeness; micro-management

Fears Letting down the organization; bad decisions; organizational failure; employee turnover; public humiliation

What defines accomplishment?

Leading a group toward a decision; public recognition; innovation; resourceful problem-solving

Loyalty Generally low

Adjectives Proud; leader; determined; decisive; analytical; team player

Page 6: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Think Like a Reader

Instead of Consider

Our Solution Your Problem

Reasons to Buy Options to Consider

Why We’re Better Why Customers Choose Us

What’s In It For Us What’s In It for You

Testimonial Smart Customer

Page 7: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

The Reader’s Shoes

Imagine yourself in a similar decision-making scenario. What issues occur to you?

Review motivations of your target audience. How might your solution serve their need for success or recognition?

What common fears does your solution address? How can you help your customer make a safe decision? How can you help your customer get that big promotion or

bonus? Imagine your customer giving a testimonial presentation.

What might he or she say?

Page 8: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

IT’S ALL ABOUT YOULessons from Redbook

@pgillin

Page 9: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

The overriding message of a typical cover is that if you don’t read this magazine, you’ll be unhappy, ugly and lousy in bed.

Page 10: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

You,Yes,You

Page 11: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Choose Your Approach

Solving Your ProblemDon’t know where to start with BI? Use this guide

Opportunity RealizedTake your market insight to the next level with Business Intelligence

Something for NothingTry Business Intelligence risk-free with this no-obligation 30-day offer.

Fear, Uncertainty and DoubtBusiness Intelligence is a big investment. Learn the most common mistakes.

Page 12: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

1. Quiz: Test Your Privacy IQ2. Skeptic: You Don’t Control Your Privacy Anymore3. Explainer: The Online Privacy Debate in Plain English4. Case Study: How One Person Got Control Over Privacy5. Contrarian: Why Online Privacy Concerns Are Overblown6. How To: Five Steps to Improving Online Privacy7. How NOT To: Five Ways to Compromise Your Online Privacy8. First Person: My Personal Privacy Horror Story9. Comparison: How Privacy Protection Services Measure Up10. Q&A: Five Common Questions About Online Privacy11. Data: Survey Data Indicates Privacy Problems Worsening12. ‘Man on the Street’: Experts Offer Opinions on the State of Online Privacy13. Outrageous: Why Online Privacy Is an Oxymoron14. Poetic: Online Privacy Haiku15. Humorous: Abbott and Costello Talk Online Privacy

15 Ways to Treat the Same Topic: Online Privacy

Page 13: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Something is Amiss

Telecom’s Big Players Hold Back the Future

Susan Crawford, a professor at the school…is on a permanent campaign asserting that the status quo has been great for providers but an expensive mess for everyone else.

David Carr in The New York Times, 5/19/13

On the Flip Side

As Crowdfunding Grows, the Rewards Increase -- but So Do the Risks

Crowdfunding is now recognized as a reliable funding avenue for both start-ups and established firms. But the growth of the sector also creates more regulatory challenges and raises questions about the risks that funders take when they put their money behind a project.

Knowledge @Wharton, 5/8/13

Page 14: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Be Very ScaredWhen Secrets Get Outed on Facebook

The era of social networks creates a challenge for individuals navigating the personal-data economy: how to keep anything private when it is difficult to predict where your information will end up.

Wall Street Journal, 10/13/12

OMG

Study: Kids Are Prejudiced Against Fat People by Age 4

British elementary school students believed an overweight storybook character was more likely to be naughty and less likely to have friends.

The Atlantic, 5/20/13

Page 15: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Didn’t See That Coming

Google Glass Is Watching—Now What?

As Congress frets about privacy implications of Google Glass, one thing is clear: The technology that can redefine what is "public" and link the digital and physical worlds is here.

Wall Street Journal, 5/20/13

Clash of the TitansVMware Hybrid Cloud Plans: Time for Amazon Answer

This announcement is needed, not because customers demand it, but because VMware needs to do something to arrest Amazon's continued reach inside corporate IT.

Informationweek, 5/20/13

Page 16: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

“Meetings r people trying to figure out who'll foolishly take responsibility for what happens next” - @ThisIsSethsBlog #Inbound13

Can you relate? Seth Godin at the Inbound 2013 conference says, “Meetings are people sitting around trying to figure out who'll foolishly take responsibility for what happens next.”

Seth Godin at HubSpot’s #Inbound13 conference: “Meetings are people sitting around trying to figure out who'll foolishly take responsibility for what happens next.” What’s your worst meeting experience?

Write for the Destination

Page 17: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

• Surprise, provoke, inquire• Be upbeat and light-hearted• Finish with a question mark• Use images – they get 80%

better engagement on average• Make images provocative or

self-explanatory• Have personality; be informal• Respond to comments

Writing for Facebook

Page 18: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

• How to Make Images the Right Size for Your Facebook Cover Photo http://ow.ly/oabgl by @azurecollier – Constant Contact

• TIP: Have a clear message when creating your email. http://ow.ly/o63iZ #video – Constant Contact

• Meet the Nerd King (or “How to give the best convocation speech ever”) [video] http://is.gd/DK1Znj - Guy Kawasaki

• Very thorough @kissmetrics guide: 54 Resources for Getting the Most Out of Google Analytics http://bit.ly/13GlTsY via @copyblogger – Sofia Zab

• This free white paper offers advice on using Google+ the right way - http://copy.bz/14h6Mov - Copyblogger

• You would be SO much smarter if you read @MitchJoel more often: http://ow.ly/o8EkQ - Chris Brogan

Good Tweets

Page 19: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

• Cheap entertainment: Watching article commenters argue with each other.

• 15 users just unfollowed me. Via @findUnfollower bit.ly/UnfollowedFree. #iPhone #App

• I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to (expletive) drive.“

• HELP ME SAVE LIVES share.es/x1XND @sharethis #myQPflavor #USOpen #fundanything #oklahoma #weather #tornado #WhatMakesMeMad #GMA

• I checked in at Starbucks on #Yelp• Thanks God is friday!

Tweets to Avoid

Needs context

Auto notification

Be positive

Hash tag spam

Who cares?

Can you spell?

Page 20: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Simple Questions Often Work Best

Page 21: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Search engines

Decision phaseAwareness phase Consideration phase

Social networks/public communities

Product literature

Trials/demos

Private networks/branded communities

Email newsletters

Blogs

Case studies – written and video

White papers/webcasts

Digital Media Through the Buying Cycle

Page 22: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Develop Content for Each Stage

Topic: Choosing a Cloud Service Provider

Content Focus

Awareness The Payoffs of Cloud Computing

Research Cloud Infrastructure Decisions

Consideration MSP Checklist

Purchase How a Clothing Retailer Cut Costs and Downtime with Cloud Infrastructure

Loyal Customer Get More From Your Cloud Investment

At-Risk Customer About Our Customer Rewards Program

Page 23: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin

Match Media to Each Message

Message: Cloud Infrastructure Decisions

Offer Free 30-day Trial

Newsletter Innovations in Cloud Infrastructure

Blog Choosing Infrastructure for the Cloud

Video ‘Inside the MSP Data Center’ videos

Presentation How to Migrate Servers to the Cloud

Testimonial Spotlight long-time customers

Page 24: Steal  This Presentation! How to Create Content for Social Sharing

Twitter: @pgillin#bpblogging

Paul Gillin

508-656-0734

[email protected]

Twitter: @pgillin

Thank You!