Content marketing and social media are changing the way businesses communicate with customers.

1. Marketing Success: How Content Drives the New Conversation Rich Donley, Tonja Deegan June 3, 2010

2. What we’ll cover About us Pulse check Why content? Getting started Examples Content lifecycle 5 tips – what you can do right now Measuring success Q&A (but encouraged throughout) 2

3. about us

4. Tonja Deegan Social, Digital Media Director 15 years experience in content creation Parrot, Carbonite, Speakeasy, General Motors WWJ, Crain’s Detroit Business, The Detroit News iRace.com – 1997 Dot-com startup Adjunct Lecturer, Eastern Michigan University Bylines, press releases, blog posts, social networking content 4

5. Rich Donley, APR Vice President, Cleantech / Industrial Practices 21 years experience – 15 in PR; former journalist, advertising, broadcasting – all about content creation PR agency partner: 12+ years; and 3+ years with Airfoil Altair Engineering, Faurecia, Paragon Green, Michigan First Credit Union, Royal Oak Industries, Metafile, EEI Global PRSA involvement – committees, board; earned Accreditation in 2004; 2010 PRSA-Detroit Chapter President 5

6. About Airfoil Public Relations 6 Progressive, fast-growing, independent, tech firm known for providing emerging businesses with competitive communications Strong track record of bringing start-up and mid-stage, regional companies to national prominence in the media Over 10+ year retained relationship with Microsoft National footprint; local presence 60 professionals between our Michigan and Silicon Valley offices “Feet on ground” exposure throughout top 25 DMA markets Top agency for consumer technology PR initiatives (vis-à-vis campaigns for Microsoft, eBay, Best Buy) Recognized as one of the nation’s top independent public relations firms Holmes Report Tech Agency of the Year 2007 Holmes Report Top PR Firm To Work For PR Week Boutique Agency of the Year PR Week Top 50 PR Firm 2010 PRSA Silver Anvil Finalist O’Dwyer’s Top 10 Technology PR Firm

7. Airfoil – to raise above, to propel beyond… 7 All the means brought to bear in raising our clients above, and propelling them beyond their competitors. HIGHER THINKING® + = PERFORMANCE PROCESS PEOPLE Brought together to define and expedite our client’s advantage The most thorough resources and processes The best people, the best thinking

8. Service Offerings 8

9. 9 Brands that Turn to Us Brand positioning and competitive differentiation

10. Pulse Check What do you consider content? How do you use your content? How do you communicate with your customers and prospects now? Rating – how successful are you now? What are your roadblocks? 10

11. why content?

12. Content Means … Talking and writing about what you know Providing information and education 12

13. Convergence 13

14. Content is King Print Email Internet Mobile e-Readers 14

15. SMB Plans: Content, Social Online presence Communication Social networking Increase loyalty 15

16. B2B, B2C Depend on Content Social networks Blogging Listening/monitoring Competitive analysis Online communities 16

17. Search Engine Optimization Keywords Searchable terms No jargon or industry acronyms Links Authority/Page Rank 17

18. getting started

19. Questions to ask 19

20. Where to start Set aside time (1/2 hour to 1 hour per week) Write about what you know Experiment with 1-2 outlets (email, website) Test Review results Revise and try again 20

21. examples

22. Faurecia 22

23. 23 Michigan First

24. RatePoint 24

25. Airfoil 25

26. content lifecycle

27. Content Lifecycle 27

28. Concept What story do you want to tell? What problem do you want to solve? What do your customers need? 28

29. Press Release Media are not the audience Search engine optimization Search results Hubspot press release grader http://www.pressreleasegrader.com Distribution Free press release sites http://bit.ly/HAAh Newsroom RSS (Really Simple Syndication) 29

30. Blogs, e-newsletters Search-friendly Fresh content Easy to update Connect with customers B2B and B2C 30

31. Presentation/Document Repurpose information into presentation or “point of view” (whitepaper light) Add visuals, talking points Share “Give it away” – give and get Social media = sharing 31

32. Circulate the content Facebook, Twitter, Industry Forums Link to release, blog post Cadence of updates with content Ask for feedback Update and refine Bylined Articles Common in industry publications Must be “vendor-neutral” 32

33. 5 tips – what you can do right now

34. What You Can Do Right Now Inventory your content Newsletters, research, presentations Listen/search What’s being said about you/competitors? Review website stats and email marketing results What’s bringing people to you? Ask your customers where they read Where do they go for research and information? Make yourself findable LinkedIn, website updates, social profile 34

35. measuring success

36. Measurement 36

37. Wrap-up Consumers want information Businesses becoming publishers Ask questions before getting started Extend content through cycles Take small steps to get started Set goals and measure success 37

38. q&a