tbu socialising your content
TRANSCRIPT
Socialising Your Content
Ian HumphreysKatie Wallace Caliber Interactive@ianphumphreys@katie_schmatie
A crowded world out there
8.08 billion web pages exist today and news outlets focused on every imaginable niche
But…According to 30% of the world’s population were logged
on to the information superhighway in 2010.
If that number was true today (it would be higher) that’s over 2 billion people.
ContentWhat makes great
content?
Diversifying content
The offline world
Would I share this?
SocialThe social landscape
Where to focus your energies
Ways to make it easy
Testing
What makes great content?
Quality Relevance Authority Accessibility
QualityWhat makes great
content?
Your content is probably already great:• Well researched• Well written• Nicely displayed
Read Write
Long form journalism ….and rewrite your posts
Books about travel Long rambling letters/emails
Your peers In different styles
Industry leaders On different subjects
The Onion Academic
But we can all improve….
Relevance
What makes great content?
Authority
What makes great content?
What are you an authority on? Focus on that.Or move into a new area with baby steps.
Accessibility
What makes great content?
What kind of content works best?Diversifying content
What works best?
Diverse Types of Content
Diversifying content
Diversify
Serialise
Experiment
Don’t forget about the offline worldThe offline world always comes first
What’s relevant offline is more emotive than what’s important online
Tie in subjects you’re authoritative on to trending issues
The offline world
Would I share this?
Would I share this?
ContentWhat makes great
content?
Diversifying content
The offline world
Would I share this?
SocialThe social landscape
Where to focus your energies
Ways to make it easy
Testing
Where are we up to?
The social landscape
Sharing
UGC
Huge potential
Community building
Sharing
Be an authority
En vogue
Photos
New audience
The Big Dogs
The social landscape
Digg
Viral - maybe
Fast moving
Viral - high
Personal
StumbleUpon
Viral - low
Drive traffic
Social Bookmarking
The social landscape
Connect
Professional
Fancy/Trippy
Up and comer
Luxury goods
Google+
Ignore at your peril
Rel=author
The Rest
Where to focus your energies?The offline worldWhere to focus your
energies
Where is my audience?
What am I most comfortable using?
Where is my existing support base?
How much effort should I put into this?
The offline worldWhere to focus your energies
Core network
New priority
Would be nice, but….
No time
Put your effort where you will achieve results!
Where to focus your energies
The offline worldWays to make it easy
Make it easy
Plug-ins Guest Posts
The offline worldWays to make it easy
Plug-ins
The offline worldWays to make it easy
Plug-ins – Make them work
Align with goals
Highly visible Test
The offline worldWays to make it easy
Case StudyBefore After
Guest Posts
Zero to Hero
Ways to make it easy
High Profile Guest Posts
Ways to make it easy
The offline world
Google AnalyticsTesting
The offline world
Facebook InsightsTesting
The offline world
SEO for ChromeTesting
The offline world
FollowerwonkTesting
The offline world
CrowdboosterTesting
The offline world
Where does my tweet goTesting
The offline world
TrackingTesting
The offline world
Make it easy on yourself
Testing
The offline world
Why plan?Making a content plan
Don’t miss obvious events
Keep yourself organised
Ensure you stick to core principles
The offline worldAuthority • All inclusive holidays• Great deals
Relevance• Summer holidays approaching• Recession - people are broke
Mediums• Photos• Video• Copy
Posts• Photo-blog of summer hot-spots• Top tips for cheap holidays• All Inclusive holidays = cheap
Social• What medium• Specific sharing
Testing• Analytics• Social metrics
Making a content plan
The offline world@ianphumphreys