Weitere ähnliche Inhalte Kürzlich hochgeladen (20) Building Your Content Bubble - re:group2. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
QUICK BACK STORY: WHAT’S A PRESS RELEASE?
CONTENT SHOULDN’T BE A CHORE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 2
Tuesday, October 19, 2010
3. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
A DIFFERENT WAY TO COMMUNICATE
DIFFERENT COMMUNICATION CHANNELS = DIFFERENT FORMS OF CONTENT
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 3
Tuesday, October 19, 2010
4. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
BLOGGING PAINS
AVOID THE START & STOP TECHNIQUE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 4
Tuesday, October 19, 2010
5. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
CONTENT DISCOVERY PHASE
IDENTIFY YOUR COMMUNICATION OBJECTIVES
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 5
Tuesday, October 19, 2010
6. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
THE CONTENT BUBBLE
WHAT’S THE ONE SUBJECT YOU COULD BLOG ABOUT WITHOUT ANY
HESITATION?
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 6
Tuesday, October 19, 2010
7. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
#1 FIND YOUR CORE SUBJECT
WHAT ALL YOUR RELATED CONTENT WILL REVOLVE AROUND
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 7
Tuesday, October 19, 2010
8. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
#2 IDENTIFY SUBJECTS THAT RELATE TO YOUR CORE
HAVING 2-3 IS A GOOD STARTING POINT
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 8
Tuesday, October 19, 2010
9. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
#3 ADD SUBJECTS YOU ARE PASSIONATE ABOUT
PASSION AND EMOTION ARE CONTENT MAGNETS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 9
Tuesday, October 19, 2010
10. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
#4 WHAT KIND OF CONTENT ARE PEOPLE SHARING?
PAY ATTENTION TO THE TYPE OF CONTENT PEOPLE WANT
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 10
Tuesday, October 19, 2010
11. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
#5 REPEAT AND RINSE
YOUR CONTENT WILL AND MUST ALWAYS EVOLVE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 11
Tuesday, October 19, 2010
12. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
EXAMPLE: ITALIAN RESTAURANT
FIND YOUR POTENTIAL AUDIENCE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 12
Tuesday, October 19, 2010
13. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
DON’T BURST YOUR BUBBLE
WAYS TO MAKE SURE YOUR CONTENT IS AWESOME
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 13
Tuesday, October 19, 2010
14. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
CONTENT IS KING, BUT LISTENING IS QUEEN!
NOT LISTENING? THEN YOU ARE GENERATING CONTENT IN A VACUUM!
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 14
Tuesday, October 19, 2010
15. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
• EVOLVE
BECOME A VALUABLE AND TRUSTED RESOURCE
FREELY SHARE INFORMATION AND NOT JUST YOUR INFORMATION
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 15
Tuesday, October 19, 2010
16. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
PROVIDE CONTENT THAT HELPS AND PEOPLE WILL WANT TO SHARE
THIS SHOULD BE A TOP OBJECTIVE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 16
Tuesday, October 19, 2010
17. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
BE HUMAN - BE PERSONABLE - BE OUTSTANDING
PEOPLE WANT TO TALK WITH PEOPLE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 17
Tuesday, October 19, 2010
18. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
HOW OFTEN DO I POST?
FOCUS ON QUALITY AND NOT QUANTITY
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 18
Tuesday, October 19, 2010
19. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
OWN YOUR CONTENT
PUT YOUR CONTENT WHERE YOU MAKE UP THE RULES
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 19
Tuesday, October 19, 2010
20. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
BE EASY ON THE EYES
HOW WE SEE CONTENT ONLINE IS DIFFERENT THAN HOW WE SEE IT OFFLINE
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 20
Tuesday, October 19, 2010
21. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
WOULD I READ THIS? WOULD I SHARE IT?
IF NO, THEN DON’T PUBLISH IT!!
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 21
Tuesday, October 19, 2010
22. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
HOW WE ABSORB CONTENT HAS CHANGED
CAN I READ YOUR CONTENT ON MY PHONE WHILE RIDING THE BUS?
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 22
Tuesday, October 19, 2010
23. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
CONTENT IS COMMUNICATION
GAIN TRUST AND LOYALTY FIRST
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 23
Tuesday, October 19, 2010
24. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
LET’S REVIEW?
• Step back
– Write down subjects you’d want to blog about
– Which ones stand out the most?
• Start with 2-3 related subjects and build your content
– Identify extensions of your core subject
– Add your passion
• Listen
– Pay attention to what people are sharing
– How would you do it differently?
• Be a resource
– Get people to share your content
– Be personable and help
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 24
Tuesday, October 19, 2010
25. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
LET’S REVIEW?
• Own your content
– Build your content hub
– Don’t rely on social networks
• Be easy on the eyes
– People skim content
– Pay attention to your layout
• Would your read your content?
– If creating content is chore - that is how it will come
across
• Content is communication
– Communicate like a human, not like a company
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 25
Tuesday, October 19, 2010
26. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
THANK YOU VERY MUCH!
David Murray
Director, Social Web Communications
734.327.6622
david.murray@regroup.us
Stop By and Say Hello
Follow Us On Twitter
Read Our Blog
My Twitter Profile
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 26
Tuesday, October 19, 2010
27. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
CHECK OUT THESE RESOURCES
David Meerman Scott
The New Rules of PR
The Gobbledygook Manifesto
Rohit Bhargava
The 5 New Rules of Social Media Optimization (SM0)
Social Media Explorer
30 Questions For Your Content Strategy
Jay Baer
Convince and Convert
Smashing Magazine
50 Free Resources That Will Improve Your Writing Skills
Copyblogger
10 Sure-Fire Headline Formulas that Work
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 27
Tuesday, October 19, 2010
28. TRANSFORM YOUR BRAND.
TRANSFORM YOUR BUSINESS.
PHOTO CREDITS
Le musée de la Communication (Berlin) Queen In Marble
Jean-Pierre Dalbéra Damian Curcio
http://www.flickr.com/photos/dalbera/ http://www.damian.curcio.com.ar/
Headache Cave Painting, Lascaux France
Marcelo Gerpe New World Encyclopedia
Contact 2 Yutaka Tsutano
Daniel Vendruscolo iPads on My Desk
www.flickr.com/photos/danieljaeger http://www.flickr.com/photos/ivyfield/
Reading
Linda Schmall
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us WordCamp Detroit | 10.10.2010 | 28
Tuesday, October 19, 2010