Presentation from the Online Marketing Summits half day workshop on Content Marketing for the Social Web. In the PPT are the Speaker's notes which are helpful for understanding the slides.

1. Content Marketing A Strategy For The Social Web Afternoon Workshop February 7 th 2011

31. Before we continue… OR...

33. Last year was a Web 2.0 Induced Haze…. 2010 / 2011 has to be different.... It’s time to bring order to the chaos...

39. NESTLE VS. GREENPEACE Who’s on the business end of your leash?

40. SOUTHWEST VS. KEVIN SMITH Even when we’re prepared - we can stumble What to do in a world where there is a Twitterati class that can affect your brand Communicate. Iterate. Manage.

44. THE SOCIAL WEB FISHBOWL..... INTERACTIVE EXERCISE #1

45. BRAND JAM INTERACTIVE EXERCISE #1

46. Goal Was To Strike A Chord How Do We Make This Real In Our Strategy? What is OUR plan? SYNTHESIZE LET’S MAKE IT REAL FOR YOU

47. A. Listening… The most important first step in any conversation B. Objective/Goal (Awareness? Loyalty? SEO?) - this is what we’ve just learned.. C. Understand Your Customer (Social Graphics – where are they?) D . Intentions: Your Internal Structure – (Distributed, Central, Coordinated) - There’s a Reason this is CENTRAL E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate…. 3 MONTHS TO A SUCCESSFUL BRAND MANAGEMENT PROGRAM

48. 1st Step Is TO Plan... This builds our case for the business Marketing, CRM, Both or Other Then... Then To Seal The Deal Disaster Mitigation HOW TO SELL THIS UPWARD

49. When We Come Back..... BREAK

50. - You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen What WOULD YOU have done?

51. INDIVIDUAL CASE STUDY WORK IN GROUPS GROUP CASE STUDY WORK

52. Make this real in your organization. Download the planning tool and use these exercises Put the plan in place - and use the questionnaire to develop your own social media intentions Revisit the plan often - it’s a process measure its success by what does and, maybe more importantly, what DOESN’T happen WRAP UP

53. Thank You

54. List of Tools For your USE www.socialwebinstitute/downloads WRAP UP

55. Thank You Visit www.omicertified.com for more information Follow us on @OMInstitute