You can Tweet and blog until you’re blue in the face, but it won’t get you anywhere unless you have something to say and an interesting way to say it. Charles Erdman, a leader in building online and mobile technology to drive social and political action, shares the fundamental rules of creating powerful content.

1. Substance in the Ether
Simplify Digital. Creating Rich
Online Content
Friday, Sept. 17, 2010

2. Welcome

3. Ch ar les
@charleserdman

4. About The Groop

5. Digital Agency

6. Facilitating opportunities since
Since 2001
2001

7. Business Creative Tech Marketing
ROI RGB
USP
SQL

8. over 30 startups

9. Including:
Savings.com
Fund.com
Music.com
ThisNext.com
Causecast.org

10. Media & Entertainment
Companies

12. More importantly:

13. You
(and your audience)

14. Question:
If you could only walk away
today with one piece of
information what would that
be?

15. How did you
generate ...
interest in
your agenda
today?

16. To create engaging digital content
requires a knowledge of your
audience’s needs.

17. How Can You Make Your Campaign Succeed?
Meet your users needs and offer a value proposition that makes them want to
know more.
Deliver amazing creative online experiences that capture users imagination and
create emotional impact.
Foster issue-oriented participation by creating opportunities for users to
share, communicate and create compelling content.

18. A Story in
Three Parts

19. Part 1:
What is Digital ADD?

20. Part 2:
Why does it happen?

21. Part 3
Overcoming
Digital ADD?

22. Ok, lets start.

23. Part 1:
What is Digital ADD?

25. Part 2:
Why does it happen?

26. How do I break
through?

27. Good
News

28. 1. Shiny object syndrome
2. Brainstorming alone
3. Not knowing your users

29. 1. Purpose
2. Focus
3. Prioritization

30. Part 3
Overcoming
Digital ADD?

31. The Groop System Foundation

32. The Groop System Foundation
1. Inception 2. Execution 3. Release
Phase The Idea Phase Start, Design & Build Release & Iterate
Toolkits 1. Goal Setting Toolkit 1. Team Alignment Toolkit 1. QA Toolkit
2. Brainstorming Toolkit 2. Groop Planning Toolkit 2. Launch Plan Toolkit
3. Prioritization Toolkit 3. User Story Toolkit 3. User Testing Toolkit
Results Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning

33. The Groop System Foundation
1. Inception 2. Execution 3. Release
Phase The Idea Phase Start, Design & Build Release & Iterate
Toolkits 1. Goal Setting Toolkit 1. Team Alignment Toolkit 1. QA Toolkit
2. Brainstorming Toolkit 2. Groop Planning Toolkit 2. Launch Plan Toolkit
3. Prioritization Toolkit 3. User Story Toolkit 3. User Testing Toolkit
Results Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning

34. The Groop System Foundation
1. Inception 2. Execution 3. Release
Phase The Idea Phase Start, Design & Build Release & Iterate
Toolkits 1. Goal Setting Toolkit 1. Team Alignment Toolkit 1. QA Toolkit
2. Brainstorming Toolkit 2. Groop Planning Toolkit 2. Launch Plan Toolkit
3. Prioritization Toolkit 3. User Story Toolkit 3. User Testing Toolkit
Results Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning

35. The Groop System Foundation
1. Inception 2. Execution 3. Release
Phase The Idea Phase Start, Design & Build Release & Iterate
Toolkits 1. Goal Setting Toolkit 1. Team Alignment Toolkit 1. QA Toolkit
2. Brainstorming Toolkit 2. Groop Planning Toolkit 2. Launch Plan Toolkit
3. Prioritization Toolkit 3. User Story Toolkit 3. User Testing Toolkit
Results Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning

36. Now it’s YOUR turn.

37. Goal Setting
1 Toolkit

38. Brainstorming
2 Toolkit

39. 3
Prioritization
Toolkit

40. charleserdman.com/
laane-workbook.pdf

41. Let’s share.

42. Content strategy
in the digital
ecosystem

43. Get your social
network on!
Find the UGC
sweet spot.

44. Make your
content their
content!

45. Social Media Ecosystem
A Brand Identity and User Experience exist not
only on a specific stand alone site, but rather
across the social media and commerce
ecosystem. By understanding how your
product (issue) and brand will be used and
interacted with outside of the main online
property, you can create a system that users
can identify with across their digital universe.
41

46. Social
Widgets Custom Microsites
Fordmodels.tv
Events iPhone
Interactive Applications
Sample Ecosystem

47. Ford Models Internet Platform
API API
API API
@: www.facebook.com/fordmodels @: www.myspace.com/fordmodels @: www.youtube.com/fordmodels
Facebook: Social/Brand Community API MySpace: Social Communities API YouTube: Video Channel(s)
#: 110,000+ opted‐in ‘fans’ #: 340,000+ opted‐in ‘friends’ #: 60,000+ ‘subscribers’
120 million video views
@: www.twitter.com/fordmodels
Twitter: Tweets
Database: 300,000 Users (50% opted‐in)
Other Destination/Channels
Other Destination/Channels
API API
@: fordmodelsblog.wordpress.com API API
Mobile Channel(s)
Blog(s): Agency News
API API
& Discussions
#1 Fashion channel on VSNAX
Deal with Nokia

48. “Your Issue” Online Ecosystem
Facebook / Your Issue Here
Press & Blog
Media
Facebook
Twitter Contests
Virtual & Real World
Social Recommendation
Events YouTube
Gatherings Vimeo
Protests
Political Rallys
Etc.
Your Issue
Online

49. “Your Issue” Online Ecosystem
Pull Marketing
‣Make it easy for inspired users to refer and engage friends
‣Targeted banner viral media campaigns on portal sites
‣Celebrity placement on blogs and traditional media outlets
‣Interviews and press coverage on event announcements
Virtual & Real World
Social Recommendation
‣Each campaign should come at minimal production and
placement cost (maybe some small paid coverage or
Events
Gatherings newsletter advertorials). It should repurpose existing assets.
Protests
Political Rallys
Etc. ‣Create a memorable identity and messaging to encourage
spread and drive excited engagement
45

50. Saatchi Online Ecosystem
Facebook / Your Issue Here
Social-Viral Marketing
‣Feed site with directly contributed
UGC media as well as aggregated
from Facebook and outside
contests and media
‣Users and activists solicit their
friends involvement via wall posts
and invites
Facebook
Twitter Contests
‣Enable your community to use
your content as a platform for their
voice.
‣Traffic is driven in a circular
fashion within the environment,
encouraging user interaction,
retention and expansion
Your Issue Online
46

51. Lastly, always consider new
approaches to framing your message.

52. Thank You
@charleserdman

53. Resources
Social Marketing Research Books
Blink, Malcom Gladwell
Made To Stick, Chip & Dan Heath
northvp.com Switch, Chip & Dan Heath
Making Ideas Happen, Scott Belsky
The Brand Gap, Marty Neumeier
dachisgroup.com
Massive Change, Bruce Mau
@charleserdman