Crea(ng Valuable Content that Converts Sco= Wild, WildInspire

Transcription

1 Crea(ng Valuable Content that Converts Sco= Wild, WildInspire Co Sponsored by RRDC REGIONAL RURAL DEVELOPMENT CENTERS

2 If you haven t already done so, enter your name/ address into the chat box Session will be recorded Feel free to type quesoons/comments at any Ome h4p://(nyurl.com/etcjan11

3 What is Your Web Content Strategy?

4 Agenda: QuesOons About Content How do we capture a=enoon? What do customers want in our content? How do we think about content differently? How o\en do we need to provide content? How does social media fit into content strategy?"

5 Agenda: We Will Find Those Answers When We Know The Difference Between TradiOonal & Social Media Who Our Audience(S) Are What Language To Use Where To Engage and Convert Our Audience(S)

6 Tradi(onal Media (Radio, Print, TV, etc) Monologue ONE to MANY communica(on Interrup(on based

7 Social Media (Web site, blog, Facebook, Twi4er, etc) Dialogue MANY to MANY communica(on Permission based

8 TradiOonal Media is about GETTING a4en(on Check Us Out! (We can help ) Social Media is about GIVING a4en(on

9 Tradi(onal Media Vs Social Media

10 Tradi(onal Media (Radio, Print, TV, etc) Monologue ONE to MANY communica(on Interrup(on based

11 Social Media (Web site, blog, Facebook, Twi4er, etc) Dialogue MANY to MANY communica(on Permission based

12 Social Media is the largest referral network in history! It takes word of mouth to world of mouth

13 TradiOonal Media is about GETTING a4en(on Check Us Out! (We can help ) Social Media is about GIVING a4en(on

14 Is Social Media Worth My Time/Effort? But what seems like small, insignificant tasks (a couple of blog posts, Tweets, friend requests on Facebook, etc) CAN ADD UP VERY QUICKLY! For example: Folding a sheet of paper

15 Folding a paper 50 Omes 1 Ream or 500 Pages = 2 1,125,899,907,000,000 Pages = (100 million kilometres)

16 Audience Profiling

17 More than one AUDIENCE? Create a profile for each one!

18 What problems, issues or frustraoons do they have? What soluoons can you provide?

19 Customer service: Help them solve problems! How to videos InformaOonal resources for planning or decision making Emergency nooficaoons

20 Audience Iden(fica(on Canon Finding your target audience Canon cameras Market Niche Micro Niche Canon digital cameras

21 Audience Iden(fica(on Photography Finding your target audience Market Niche Micro Niche Digital Photography How to shoot digital photos

22 Gegng The Language Right

23 Connect with CUSTOMER centric vs organizaoon centric language!

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26 Ways to listen and learn Talk to those in the business/ organizaoon that have contact with the users. Visit social media groups Use Google s tools for research

27 Engaging and Conver(ng Your Visitors

28 Strangers (new visitors) Influencer Friends (regular visitors) Leads (curious visitors) Traffic Ability To Convert Customers / Subscribers / etc Converted Visitor

29 Are you adding VALUE? or just VALIDATING yourself?

30 Use Social Media for Building Rela(onships DON T HARD SELL HERE!! ENGAGE THEM and give them the a=enoon they seek.

31 Lead The Back to Your Site for Conversion Don t link to your HOME page, but rather the page that has the content they value!

32 TWO Key QuesOons (each site page) #1: What do I want you (the audience) to do right now? #2: Is it obvious where to do that task?

33 Your brand does not change but how your target audience CONSUMES your brand does change

34 Let them READ it Let them HEAR it Let them WATCH it Let them SUBSCRIBE to it Let them SHARE it Let them give FEEDBACK on it Let them CONTRIBUTE to it

35 The New Inbox We don t find news as much as the news finds us!

36 Social Media has transformed us From content consumers into content producers.

37 Social media is democra(zing communica(ons! Technology is shi\ing the power away from the editors, the publishers, the establishment, and the media elite. Now it s the people who are in control Rupert Murdoch Ques(on: Are we giving our audience any control over our message?

38 Essen(al Social Media Tools

39 The EssenOal Tools:

40 Why Use a Blog? It s your social media hub! It s like a newsle=er or journal Push your content around the social web! Engage and encourage feedback through comments that s published one arocle at a Ome that shows the latest arocle on top of the pile that s updated as the news happens that s audio and video capable that has its arocle separated into categories that people can subscribe to on their phone, ipod, etc. RSS can push subscribers content!

41 The EssenOal Tools:

42 By the numbers Over 500 million acove users 50% log on during any given day Average person has 130 friends 900 million objects (pages, groups, events, and community pages) to interact with More than 200 million mobile device users

43 Promote With Like Box You can use the code on your website to increase the number of Facebook fans you have!

44 The EssenOal Tools:

45 Answers the quesoon: What are you doing? 140 characters or less (including spaces)! Use it for call to acoons or acoon alerts Use the search funcoon to LISTEN Gain valuable intelligence! Your tweets are indexed by search engines

46 Customer Service

47 Consider using Hash tags (#) to track conversaoons!

48 Blog

49 Blog READER

50 Let s Connect (Under ConstrucOon)

51 Mark your 2011 calendars for the upcoming webinars of this season 2 nd Thursday, 2:00pm (ET), 1:00pm (CT), 12:00pm (MT) February 10 Gegng Down to Business with Social Media Marke(ng h4p://(nyurl.com/etcjan11