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November 2009
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7summits_content_seeding_user_concept.PNGThere is an art and science behind designing your content to travel on the social web. Anyone who has seen the conversation prism by Brian Solis is well aware of the many distribution channels and outlets in the social media ecosystem. But what are the ingredients needed to seed your content?

 

 

In the social web, content is being generated about our companies,products and people everyday whether we are apart of the conversation or not. And therein lies the difference between the social web and its previous iterations. Conversation is now key. Content may still be king, however conversation can amplify its effect whether having positive or negative connotations for a business. Dell's Ideastorm is a textbook example of how a brand can take negative content and energy surrounding their business and products and channel it into a positive dialog with its consumers now creating positive UGC.

 

Create great content

Best stuff for social media has:

  • No registration
  • Valuable information
  • Minimal promotional aspects


Break content into bite-sized, digestible chunks.

 

Optimized Content is King

  • Optimize your titles
  • Optimize your content for SEO and Social pickup
  • Use Tagging, Metadata and Hashtags
  • Enable user-tagging of your content (folksonomy)
  • Categorize Your content (Taxonony)
  • Optimize Your Digital Assets Video, Photos, Audio
  • Give your users tools to seed your content on the social web - Re-tweet buttons and social bookmarking apps.

 

Key takeaways -

  • Content is still king, become a publisher!
  • Conversation is queen, inspired by content
  • Design your content to scale
  • Create content that adds value
  • Design your content to spark conversation
  • Allow your content to be easily shared and distributed (de-centralized)
  • Mine your data - there is good content here
  • Empower your audience whether consumer or stakeholder to spread the
    word with the right set of tools
  • Mashing up different content can create compelling widgets/apps
  • Content comes in many forms (conversations, comments, text, images, video etc)

 

Paul Stillmank

7Summits

1,245 Views 0 Comments Permalink Tags: social_media_marketing, pr, contentstrategy, seo, smo, social_influence_marketing, marketing, strategy
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It has been over a week since Jive World 2009 and the vibe is still going strong! From the time we arrived at Jive World in San Francisco, the sense of community was everywhere.

 

TogetherJiveWorld.png

Companies, Partners, Speakers and Jive Software all gathered together to discuss the forefront of everything Social. Stronger, more integrated marketing and sales performance.  Better connected employees. Improved product ideation and development. More efficient and responsive customer support. These are the topics that wafted through the event from the intimate round-table sessions to the partner expo area.

 

This was educational. Participants learned about techniques for growing and managing communities. They learned about building the business case for social business software and how to measure success. Jive Software provided details on their product roadmap and attendees cheered as new feature sets were revealed. The analysts agreed as newly published reports showed Jive to be an even more strongly positioned leader.

 

I think one of the most compelling things that happened though, was the connection among Jive’s customers. We saw people sharing ideas on content strategy, community management and business integration - these are case studies in the making . And how appropriate that the discussion continues on line in a JiveWorld Community.

 

I was honored to be invited as a speaker on Jive’s expert panel “Community – Bringing It All Together”. The conversation during the panel was thought provoking. Why is the ROI-bar higher for Social Business Software than other marketing programs? How will the social context change business models? What is the future of eMail? How will we navigate the abundant streams of information in the years to come? The answer to this last question: the information will present itself to us – based on our context, our proximity to others, our recent activities, our needs, and more. That makes sense and concepts like “serve not search” and  creating a more socially designed business are at the forefront of our thinking at 7Summits.

 

KCairportTerminals.png

JW09boothcopy.jpg

Our booth at the expo focused on our key concepts of Social Business Strategy, Connected Social Campaigns and Applied Social MediaSM for business. Many attendees stopped by to share that although they had “broken through” and established a strong and viable community, they had not taken the time to devise an overall Social Business Strategy. They are now being asked to do so – measuring their success and then propagating it to other parts of the organization. Marketing extending toward sales enablement. Customer Service and Opinion Leaders providing product feedback to Product Development. Human Resources leveraging community for recruiting, employee indoctrination and sustained involvement. We’ll share some models for a more socially designed business in detail in the coming weeks.

 

 

 

As we headed home, community was oozing from every corner of our minds. Even the Kansas City airport terminal layout (shown here) reflects the type of imagery that we have been applying to Social Business Models. Community is everywhere!

 

Paul Stillmank

7Summits

 

948 Views 0 Comments Permalink Tags: applied_social_media, connected_social_campaigns, integrated_marketing, jive_world, socially_designed_business

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