There’s a lot of hype surrounding social media–and more specifically, marketing and building customer relationships using social networks like Facebook and Linkedin. Unfortunately, most social networking activities are big, fat, time-sucking, productivity-draining projects conducted in the most inefficient, ineffective, haphazard manner possible. There’s no strategy. There’s no meaningful metrics. There’s no systematic, repeatable processes. There’s just a bunch of manual tasks, conducted by humans, using a mishmash of tools that don’t work well together guided by a 1980s marketing approach that fails miserably in the most critical of all marketing and communication tasks: Delivering the right information, to the right people, at the right time, in the right format and in the right language, to the device and platform of their choosing.
But, it doesn’t have to be that way. Attend this session and discover how adopting a social networking strategy, appropriate tools, and the right mix of content can ensure your social networking project is a big success. You’ll learn how to plan for a social networking project, why much of the advice social media gurus provide is wrong, how to select an appropriate toolset for the job, how to automatically populate your social networks and online communities with traceable content and make actionable business decisions about your efforts based on metrics, not psychic power. Real-world use cases and a demonstration of social networking campaign management system will be included in this presentation.
by Prateek Sarkar and Max Greenhut
Prateek Sarkar and Max Greenhut will present content strategy case studies describing the complexities of bringing Disney Parks and Resorts to life online. Disney Parks and Resorts websites (including Disneyworld.com, Disneyland.com, Disneycruise.com, Disneyvacationclub.com, etc.) serve a varied array of Guest needs. They are a primary hub for marketing Parks and Resort destinations, are a leading sales channel for Disney vacations and serve as an integral planning resource and self-service tool for the tens of millions of Guests who visit Disney Parks and Resorts each year. Developing comprehensive content strategies that serve these objectives, deliver world-class Guest experiences and honor a beloved and iconic brand is a unique challenge.
by Ardath Albee
Content used to market to B2B prospects and customers requires depth, diversity and dimension. Keeping interest high across longer buying cycles is a science as much as an art. During this session we’ll discuss which types of content work best during the different stages of buying, how to integrate content to increase buying momentum and what salespeople need to continue the dialogue that marketing starts and must now maintain across a minimum of 70% of the buying process.
Digital content needs to be nimble if publishers want to quickly and easily develop new content products, form new business partnerships, deliver content to new devices and platforms, and connect with their audience in all the various places they frequent online. But how do you make your content nimble? It needs to be well structured, well defined, and well described so that it can travel freely, while retaining context and meaning. In this talk we’ll discuss structures, tools and other resources that can set your digital content free.
How do you convince people they need content strategy? Karen has been persuading organizations they need it since 1998. In this session, she'll discuss different approaches for talking about content strategy with people who have never heard of it and don't know why they should care. You'll leave with techniques you can use to evangelize the importance of content in your company or agency.
Produce great stuff, and your customers will come to you. Produce great stuff, and your customers will share your story for you. Of course, like many things in life, that bit of luck comes with a hitch: your online content must be the right sort of content: Customer-focused. Authentic. Compelling. Remarkable. Interesting. (Gripping, even.) Valuable.
The problem, of course, is that it’s a struggle to actually do it. Sure, you can make a list of content you want to create. Blog posts. Web pages. How-to videos. But…then what? What does it mean to create content that’s “compelling”? And how can you do it consistently? How can your be heard above the noise? Why doesn’t your blog have any comments? It’s hard work, right?
This workshop will give you the tools you need to create killer content with confidence. We’ll show you a failproof process to create remarkable content: blogs, podcasts, webinars, ebooks, and other web content that will lure would-be customers to you. You’ll learn the fundamentals of how to create bold stories, videos, and blog posts through fun, hands-on exercises. And then, once you’ve created the content, you’ll learn how to share it widely online to cultivate fans, arouse passion for your products or services, and ignite your business.
Content is the soul of a web site. When you remove the article text, headline words, pictures, and video from CNN.com, you’re left with a useless shell of a site. If you remove the product descriptions, reviews, and prices from Amazon, it’s no longer interesting to shop there. It’s not optional: you have to get the right content to the right people in the right place at the right time.
We all agree that our site’s content draws our audience and fulfills our organization’s objectives. Yet, when we’re thinking about what our site does and how it works, we rarely talk about the vast effort it takes to provide great experiences through the content.
This workshop will arm you with content-driven strategies you can put into place right away. Now you’ll have the superpower to spot content challenges when they arise and resolve them with confidence. No more scrambling at the project kickoff, because now you’ll know exactly what to ask for.
The exercises will give you solid tools you can use right away. You’ll learn how to prepare key deliverables, such as a qualitative audit and a content ecosystem analysis. And you’ll learn how these deliverables produce the insights you’ll need to construct and execute your content strategy.
9th–11th May 2011