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A quick how-to guide for marketers who want to begin to think like publishers. Find out about tools like SocialToaster that can turn your marketing department into an online publishing powerhouse. There are also tips for setting up an online editorial calendar, developing good content and more.
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Turn Your Organization Into A
Social Media Publishing
PowerhousePresented by:
Chris Nufer, Founder
New Channel Creative
Posted a blog entry?
Added a news item?
Announced an event?
Participated in a discussion?
Have You…
Social Media
Why Social Media?
You can buy attention (advertising)You can beg for attention from the media (PR)
You can bug people to get attention (sales)
Or you can earn attention by creating something interesting and valuable and then publishing it
online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a
Facebook page.
Social MediaIt’s word of mouth on steroids
Social MediaImproves search engine rankings
Creates connections and conversations
Free publishing platform
Can generate word of mouth
Places your activities where people are, rather than dragging them to your platform
Social Media
Don’t sell
It’s not for direct marketing
People are socializing, not shopping
Don’t mess with the experience
WARNIN
G
Social Media
How do you pull it all together?
Organize The Three
Cs:
Content Channels
Connections
organize
Content
• Audit Existing Material • Determine Key Words • What Types Of Content? • Find Your Voice • What To Say, Where And
When?
Content
Where Does Content Come From?
Content
You are writing for two audiences:
1. People
2. The search engines
Content
What do people like to read and see?
Content
What do people like to read and see?
STORIES
HELPFUL TIPS
NEWS/GOSSIP
HOW-TO
Content
• Write to your keywords and tags
• Reuse and repurpose
• Always be helpful (or at least entertaining)
Channels
• Start with your website
• Create newsletter and a blog
• Create as many links back to your site as possible
• Begin adding this content to fan pages, discussion groups
and other forums
Channels
For Example…
Take your blog post…
Tweet about it,
Put it on Facebook, Linked In, Digg, Delicio.us, Friend Feed
Email a link to your network.
Channels
Think about:
• Who you want to talk to
• Where they are
• What you want to do with them
Connections
Engage everyone in your organization
Connect with everyone in your business ecosystem
Constantly join or create communities
Connections
Once you have made connections:
• Make them feel special
• Provide insider information
• Give them stuff
• Create experiences for them
The Rules…
The Rules…• Think like a publisher, not a marketer
• Make your content valuable: Give your audience something they can’t find
anywhere else
• Select your channels and communities carefully
• Create a publishing plan and stick to it
The Tools…
The Tools…Editorial Organizer
The Tools…SocialToaster
Social Media Marketing
What SocialToaster Does…
Content created on
website
Ambassador can automatically or
selectively promote content
How you get everyone into the mindset of creating a
continuous stream of content?
The Big Question
The three things you can do:
1. Treat your content as an asset and make someone responsible for editing and publishing it
2. Offer your audience something they can’t find anywhere else
3. Create an editorial calendar and channel plan then stick to it.
What if...?
Questions?
