How to Create Valuable Social Media Content

Bill

Who are we creating value for? (Who are we trying to

attract?)

I love lamp.

I love white cloth.

Let’s take a walk in your customer’s shoes

Empathy Map (WOW THIS IS FUN!)From Business Model GenerationThey probably want me to write that bigger

But I won’t do it

Empathy Map REVISITED

• What do they think?• What do they feel?• What do they see?

• What do they say and do?• What do they value (Gain)?• What do they hate (Pain)?

Here’s a link to a blank canvas. Fill it in using Google Docs or spit on your screen and send me a pic!! My self-esteem could use a beating!

Too many words not enough pictures on this slide

Tip: Make up a fake customer profile and do this exercise. Why? It will give you perspective. (Why are

my customers my customers?) Be strong.

WHHHHAAAAAT?!?

Now that you know what gets your customer’s attention you can look within.

This man looked within and found out he was Christmas lights.

I just know I left some relevant knowledge in here.

Aaaaand she’s dead.

What knowledge or expertise do you have that applies?

We like X, Y, and Z! We CLEARLY DON’T LIKE R!

I can only do Y and R. I don’t know anything about X or Z :(

Do R!!!Give them Y!

The only equation Wikipedia ever needed

Someone with knowledge

Someone who wants that knowledge

THIS GUY is VALUABLE to THIS GUY WEEEE complementary value that-barely-takes-any-research-to-concoct-because-you –

already-surround-yourself-with-this-stuff-day-in-and-day-out hooray!

Some donations wouldn’t hurt!

Easy, Right?

Apparently Not!

Law school it is.

• If the whole idea behind business is to bring value to people, why are so many businesses

sucking on Social Media?

Mr. Rogers says…You

suck.

Feed Value 101This is someone’s social feed. It could be a Facebook News Feed, Twitter, Pinterest, Reddit. Aaaaaaany site where the user chooses the curators.

This is you. Your business represents one piece of a much larger group of someone’s

interests. You’re representing one particular passion, interest or hobby of that user. Any and all awesome things related to that topic (and within your

knowledge) are to be brought to this feed.

The only problem is…

THERE ARE A LOT OF INTERESTS

COMPETING FOR THE SAME ATTENTION

Lovers Family

Friends Hobbies

Desires

Even after you get them on the page…

You have to stand out…????????

A few tips.

• 1) Humour wins• 2) Relevance is always appreciated, but posting very

little irrelevant material in the name of universal respect is ok.

( See:cute animal board on Studense Pinterest page. Animals are very popular on Pinterest, especially the

cute ones. )• 3) Relax would ya? I love you man but 20 tweets a

day? Really? There’s a difference between standing out and sitting on my face.

Let’s RegroupThe only thing you know for sure your

customers like is your product or service.

Relevance +Proper Navigation of Network Environment

= Success

Getting’ a little tired of the equations Bill mkay?

EXAMPLE!Did someone say EGG?! HAHAHA!!!

I thought he was eaten!! How is he aliiiiive?!

Eggy…it was a damn honor serving with you…a damn honor.

Vera Wang: High End ClothingVera knows her fans like high end clothing. MAYBE, just maybe, they like fine crafted wooden

chairs too, but she’s not sure of that.

Stickto

what you

know and what the network responds well to.

We paid a ludicrous amount of money to discover people actually like pictures on Facebook. Well, I have some pretty cool pics, so I threw them up on the feed!! Get these dogs off me before you’re fired! Haha!

Vera Wang Says….

Don’t forget about the most powerful aspect of Social Media

Community: We The People

Use me!! I want to be uuuuuused!

Your success is in our hands!!

Whole Foods leveraged their community to become the greatest brand to hit Pinterest yet. Look at all these group boards. Wow!

Yea! Haha!

How do we get them to interact you ask?

INTERACT!

?????

They didn’t even ask a question. Magic!

Your content isn’t limited to your product (boooring). Apply you’re service to major trends and different settings for best results.

Product Is small!!

Ideas can be HUGE!!

Coca Cola vs. Taco BellThe last two tweets from each feed as of the time I

made this slide.

WEEEOOOOOOOO (Alarm sound)Something must be wrong.

300,000 less followers, 8,000 more ReTweets?

Hmmmmmmmmmmm…….notice anything?

It’s because Taco Bell didn’t let their reputation stop them from putting out unique content. Taco Bell became one of us. They

humanized. Coca Cola? They’re like that popular kid in High School. Cool? Yea, but no personal relationship built. Hard to

relate to someone who’s always so happy.

Tip: Self-Deprecating Humour is A+++. People aren’t dumb. They understand you’re taking a risk putting yourself out there like

that.

Regular Tweet

Self-Deprecating Tweet after he was dunked on. (pictured left,

Zeus be with him)

You don’t have to be so one-sided.

Maybe one fan likes you because you’re a fun

culture in a boring business

And someone else just loves your Home Heating Systems

Poop.

hehehehehehe

Traditional Advertising was sooooooooo boring.

Hell you can’t understand me but looky here!

Up here..look at me! 1 message!

Maybe it’ll land with you? No? Ok!

I’m so weird you’ll just have to look at me!! Right?! Guys?! Guys??

Create MANY options for MANY different types of people.

Look at all dem boards! Did You know? Of these Pinterest

notifications in my inbox, no 2 repins are the same? And yet nearly all of my followers are from my target market. Yea! Woo! Alright!

Great!

Just make sure it aligns with the goal of the page. We don’t want to me confusing people

now do we?!

Comedy on Twitter?

Really?

Really?

Really?!?

Really?

Really?

This is comedy ON Twitter(maybe that explains why one comedian has 2x the followers of a comedy network)

Now that’s what I call consistent.

That’s consistency if I’ve ever seen it Bill!

I….can’t stop using Italics.

I’m going to help you, son. I’m going to try.

Seriously this is getting ridiculous.

(Sigh) Maybe, as a fan of many businesses I’m just not meant to see interact with them. Maybe I really am

supposed to click a link, buy, read, click a link, buy. Fun.

Wee.

But…..

Huehuehuehuehue

What if a competitor said: “Hmmm…on second thought: let’s welcome people to critique us, talk with like minded people, give

input to our business strategy, make marketing materials, and use us for our knowledge.”

WEEEEEE!!

The guy with a bunch of links might be in trouble.

Come get ya links fresh links heeeyaa fresh links! Take ya away

from the site and into a place you’ve never been coooome get

em now hey now!

Coooome get ya content fresh content catered to the network. On Twitter? We get the point across in 140 characters? Facebook? How’s a funny picture? Pinterest? Want some recipes? You got it cooome get it fresh content noow.

ConclusionThere are a TON of different strategies on Social Media but the most important thing is understand what it is your customer values. The name of the game is

getting your customer’s attention and hopefully his or her desire to share. Before you create a strategy make sure you understand what kind of value you can

consistently bring to the table. There’s something for everyone (some people have it much

easier though).

Yoda Says…“Find creative people, you must.”