Tweet-able Lessons from #cmworld 2011

9 seconds. Its the attention span of goldfish—and most of your audience. Know this. (TY @sallyhogshead)

Bring your best game to an introduction. It’s your only hope for further access and relationship-building. (TY @sallyhogshead)

You, and your content, must be fascinating. How? By tapping into your authentic self, as person or organization. (TY @sallyhogshead)

If you’re practicing real-time content marketing, you might be able to leverage paragraph 2 in mainstream news stories. (TY @dmscott)

No one should prevent you from telling your story. (TY @ReginaBrett)

Your content should make a positive difference in the world. (TY @ReginaBrett)

Irna Phillips sparked soap opera industry & became early content marketer. She insisted: “Programming must sell product.” (TY @TPLDrew)

We all have an audience, no matter its size. (TY @TPLDrew)

Content + Audience + Resources = Participation Creation (TY @TPLDrew)

Who is your duet partner? Don’t be afraid to pair with unlikely partners to grow your respective audiences. (TY @TPLDrew)

Reach out and respect your “super fans”; they will return the favor. (TY @StoryWorldwide)

Content marketing is not just tactical; it’s social. It’s personal.

When you think you know your customer—get to know them some more.

Also… I’m listed on Alltop!

This blog is now listed as a top resource under “content marketing“—thanks, Alltop! And, thanks to you, too. I appreciate the email, tweets, and DM discussions. Join my free newsletter for tips to grow your business using content. It’s simple to sign up!

Content Marketing Includes Social Media

Patricia Redsicker’s review of the book Content Rules includes a great observation:

I had not yet made the connection between social media and content marketing – I was still treating them as two separate entities.

OneForty

To assist other marketers with the task of incorporating social media into their content marketing plans, I’ve created a collection of social media tools for content marketing at OneForty. (If you are unaware, OneForty functions as the “app store” for Twitter.)

Two Tools You May Not Know About

My content marketing “toolkit” list covers the basics, but also features two cool tools:

Storify:

Content marketing relies on telling a consistent and evolving story about your brand. Using Storify you can collect bits and pieces of the social web into a cohesive narrative. Learn more about Storify here.

Keepstream:

Keepstream is a platform for building collections of web content. This is particularly helpful for the content marketer who curates ongoing social media conversations and news updates for their audience. Save everything from individual tweets to web pages into topics. You can embed these curated collections into any website, too. Learn more about Keepstream here.

What Did I Miss?

What social media tools would you add that are helpful for content marketing campaigns?

Let me know, and I’ll add them to this toolkit or feature them in an upcoming issue of Chief Content Officer. You can also review other recommended content marketing tools here.

Attention, local friends:

In May I’ll be teaching again. Join me for an introductory social media class and/or classes focused exclusively on Facebook and Twitter basics. Community members are welcome to join the class by registering with Staunton Parks and Recreation.

Introduction to Social Media

You’ve probably heard about “social media”. What you may not realize is how amazing this emerging communication technology is to daily life! Come to learn more about two of the biggest social media platforms (Facebook and Twitter) and how they are used. In this lecture-based class you’ll watch the instructor explore both on the big screen.

Introduction to Facebook

Did you know there are more people over the age of 60 than teenagers on Facebook? It’s true: and it’s not just a reflection of demographics. It’s also because more people are seeing how Facebook and other social media tools are transforming our social and business lives. Come to this lecture-based class to observe some of the basics – from setting up a new profile to connecting with distant family and friends. (And, you’ll see why businesses need to set up a Facebook business page, too.)

Introduction to Twitter

Can you really communicate using just 140 characters? It may sound difficult, but it isn’t – and it’s transforming how people are communicating, learning, and even volunteering! In this introductory class we’ll explore what Twitter is, how it works, and how it is contributing to some interesting and positive shifts in a lot of surprising areas. You’ll learn how to setup a Twitter “handle”, how to send messages, and how to share messages.

These classes are very affordable and will be held at the downtown library:

Monday, May 23:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Wednesday, May 25:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Thursday, May 26:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Friday, May 27:
Facebook, 3pm

I asked Claire Jarrett, a social media colleague across the pond, to share some thoughts about why social media is a growing marketing force. Here’s her guest post. Thanks, Claire!

—-

People are slowly losing trust in newspaper and television media sources, and fast trying to gain access to news sources which haven’t gone through a hefty editing process. People want reliable information, straight from the horse’s mouth.  Blog posts seem to be attracting these people more than a prominent 4-column front-page article in a newspaper. People want their news immediately, they no longer wish to be in front of their television sets to belatedly know what is happening to Roger Federer at the U S Open; they want to see everything live on a web page – now.

Our youth, in whose hands tomorrow lies, are increasingly using the internet to confirm anything and everything. Even big business is beginning to prefer social media to electronic or print media to get their message across. Customers also want confirmation from social media before buying a new product.

How is it that people opt to browse their net pages to ascertain or understand a sudden progress or downfall, relating to any topic, from sports to stock markets?  Why is this sudden change occurring? Is it really the impact created by the powerful reach of various forms of social media? Statistics say a clear `yes’.

A staggering billion tweets were processed by Twitter in the United States throughout December 2009, which works out to an incredible 40 million tweets every day. Being distinct from traditional media on many counts, social media has come to take the centre stage in the day-to-day happenings of society.

Social media carries information to people in an assertive and authoritative manner that has earned it a trust that is difficult for others forms of media to match. Holding an ever-growing global audience in its grasp, social media has taken on the arduous task of satisfying the media expectations of the populace who have very little time for communication. That social networking now accounts for 22% of all time spent online in the US speaks volumes of the firm belief and faith the Americans have placed on social media.

The days ahead are likely to further widen the gap between social media and all other forms of media and it is going to be a challenging job for the latter to keep up. Having already won the confidence of the majority of people in a very short span of time, there is no doubt that social media will become more effective and powerful over the coming years.

About the author: Claire Jarrett runs Marketing By Web, who offer PPC Management and is also an associate for PML Media, a Social Media Management company

Managing content offline matters, too

This is perfectly illustrated in the “Flex Fencing” project overseen by the Shenandoah Resource and Conservation Department (RC&D).  Challenges here are applicable to many online and offline content projects.

Observations

• Collection and organization of content is not enough if it doesn’t convert.
• By necessity, content must be presented with marketing objectives and audiences in mind.
• Not all content marketing strategies should (or can) rely on social media as a cornerstone.

Content Strategy

The Flex Fencing project is an excellent example of managing data – content – which starts offline and merges online. My ongoing role is taking this “real world” collection of data and distilling it into a usable form for various stakeholders: program funders, the organizing group (Shenandoah RC&D), and the general public.

This is where the offline world of content meets online strategy.

First, the collection of data. Consider, briefly, the river of information necessary (pun intended) for a project that includes farmers, scientists, environmentalists, NGOs, and private investors.  Most projects contain similar levels of diverse audience members. To communicate to each effectively one must present different, yet relevant, portions of the collected data to each audience.

A tactical measure is to use a tool such as Google Docs where each of the groups can access specific information.

Content Marketing

Next, consider how you’ll transform this information into action. Data collection and organization is vital, but, this alone won’t embolden your audience – whether farmers or private investors – into action. That takes content marketing – even if, in this example, what you’re “marketing” is progress on, and continued enthusiasm for, a shared goal (clean water). So, to be successful the collected content must explain benefits and demonstrate concrete results in a way that speaks to your intended audience.

What about Social Media?

Social media is a cornerstone to many content marketing strategies. Therefore, it’s easy to forget that some audiences are prevented from accessing social media. No, we aren’t discussing the farmers themselves – some  farmers are very savvy here.

Rather, the infrastructure: the RC&D is located in a governmental building that blocks social media sites such as Facebook.

So how to work this into overall content marketing strategy? A single web page and Facebook presence are a start. But, they can’t be the only tools because a large segment of working group is blocked from accessing social media. The alternative? Communicating across counties with tools that aren’t explicitly marked “social” but can function in a shared sense, such as Google Docs.

Side Note: Restoration Economy

This particular project is a great example of what author Storm Cunningham covers in his book, Restoration Economy. The book’s premise is that one of the biggest future economic trends involves private-public restoration projects of the built and natural environment. Can’t you see these projects demanding a combination of online/offline content strategy and marketing?

Related articles by Zemanta

• Content Strategy: Why Content Matters (tc.eserver.org)
• 5 Steps to Winning Fans with Content Strategy (convinceandconvert.com)

Curious about building your own rain barrel? I built one and  wrote an article inspired by the process. It appears in the June/July issue of Flavor Magazine, a magazine dedicated to “Cultivating the Capital Foodshed” in the D.C./Virginia region.

Rain, Rain, Go This Way

An excerpt:

A rain barrel has many practical uses, whether you’re an urbanite, a serious gardener, or somewhere in-between. A rain barrel can service a small, urban herb garden, for example, or maintain stretches of suburban lawn. Gardeners in particular appreciate water from rain barrels because harvested rainfall does not have the additives or chemicals some municipalities add to the water supply. Plants respond better to water that hasn’t been softened.

Read it all here.

Excerpt from the article “Contain Yourself: The Simple Art of Growing Edible Plants in Pots” for Edible Blue Ridge:

For apartment dwellers, those with small yards, or even newbie gardeners who want to start slow, edible container gardens are a wondrous solution.

Their modular nature gives you the freedom to move them around, depending on where they seem to be thriving. Container gardening also can be easier to tend. Pots that are tall or set on a step can eliminate bending and straining. Plus, potted plants are less prone to weeds, which, when they do pop up, are easier to pull out.

Click here to read the rest, or browse the latest issue of Edible Blue Ridge.

Hi @twitter friends,

How do you use Twitter and social media? As a commercial writer, let me share how I use it (personally, versus professionally).

I believe social media is a creativity engine, a way to share and spark ideas.

First of all, I rarely answer the literal question “what are you doing?”.  Instead, I try and share information I find useful and think you’ll find entertaining, educational, informative, or thought-provoking.

I tend to follow people who share a similar philosophy.

In alphabetical order, here are the top 10 topics you’ll probably find in my Twitter stream. If we share interests, I would honored for your “follow”.

Environmental Issues – downtown revitalization, smart development, transportation, and everyday environmental choices by individuals and cities

Food/Farm Issues – interests me as co-owner of a neighborhood grocery store (@GeorgeBowers) 

Historic Home Restoration – we are in the slow, yet rewarding, process of doing just that

Microfinance – I’m honored to be part of SPARC-PLUG, a local mico-lending program for economic development; it’s been a critical component to our small business

Real Estate – from architecture and design, to notions of history, community, to real estate as a financial investment…

Social Media – because the evolution of social media tools and use are fascinating … not to mention a cornerstone of business.

@Staunton, Virginia – because I love the walkable, creative, and historic town where I live…

Technology & Society – how are we using technology? How can technology bring about positive changes?

Urbanism -  I am interested in urbanism from design, environmental, and social prospectives…

“Urban Escapee” Themes – wondering if you could live outside the big city? I wondered that, too. Turns out it’s becoming easier and easier…

What are your “Top 10 Topics”? Send me an @reply or DM. I’d love to know.

To our shared creativity,

Katie

@KatieMcCaskey

In September 2009 Twitter accepted its 4 billionth tweet. Some predict Twitter will be the next Google thanks to it’s unique ability to offer real-time search capabilities. So, how can your small business benefit?

I’ll share strategies I use for clients such as AOL as well as those I use for the Twitter account of George Bowers Grocery (@GeorgeBowers), the neighborhood grocery I own with my husband.

NOTE: This class is extremely limited due to the personal and direct attention given to all participants.

WEEK 1
Learn the small business benefits Twitter offers. Understand how it works from a technical and strategic point-of-view. You will create an account so you can begin to experiment with the technology (we’ll discuss in Week 2 whether or not you will use this account for your small business branding and marketing). You will leave with a homework assignment.

WEEK 2
We’ll review your homework and discuss who you’ve followed and why. We’ll strategize opportunities to use Twitter for your specific small business and discuss if you should maintain a Twitter account as your business identity, as your personal branding, or possibly both.

WEEK 3
We’ll create your first Twitter campaign. You’ll also be introduced to a variety of free third-party tools to maximize the effectiveness of your work as well as measure results. We’ll discuss methods to track conversations and keywords in multiple Twitter streams.

WEEK 4
We’ll evaluate your campaign results. Then, we’ll create a specific strategy to integrate Twitter and other social media tools into your small business marketing efforts.

Each class is one hour.

Price: $200
Location: 9 Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Thursday, October 8th – (classes 10/8, 10/15, – no class 10/22 – 10/29, 11/1)

Reserve your space now by paying online via debit or credit card.
You may also pay at the door if enrollment space allows.
For more info: 540-466-4141

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