1. SALAMI & EGOS
The New Social Media Omelet
Neil Glassman • WhizBangPowWow
New York Social Media Meetup • November 7, 2011
Tuesday, November 8, 2011

2. SALAMI & EGOS
Content Marketing
& Brands’ Online Persona
Tuesday, November 8, 2011

3. CONTENT MARKETING
& ONLINE PERSONA
Tuesday, November 8, 2011

4. CONTENT MARKETING
& ONLINE PERSONA
• Makes it possible to market
smarter (versus market
harder)
Tuesday, November 8, 2011

5. CONTENT MARKETING
& ONLINE PERSONA
• Makes it possible to market
smarter (versus market
harder)
• In the social media frontier of
advice from strangers, content
marketing can make your
brand a true friend
Tuesday, November 8, 2011

6. CONTENT MARKETING
& ONLINE PERSONA
•A part of — as opposed to apart from — your overall brand
strategy and programs
• Best practices should be easily aligned
• Especially important on social media platforms
• Touches internal operations and corporate culture as well as
all client-facing activities
Tuesday, November 8, 2011

7. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

8. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

9. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

10. CONTENT MARKETING BASICS
• Content marketing is a technique, not an objective
• Brands are widget makers/sellers that use content marketing
to sell more widgets
• Content marketing may change how you do business, but
should not change your business core
Tuesday, November 8, 2011

11. CONTENT MARKETING BASICS
✓ Always be wowing
✓ Drive consumers to opt-in and seek
more
✓ Deliver information with value
✓ Create trust, credibility and authority
✓ Mix it up
✓ Point to more good stuff
Tuesday, November 8, 2011

12. CONTENT MARKETING BASICS
✓Point to top-level strategies ✓It’s OK not to get naked
✓Be consistent and persistent ✓Be original
✓To thine own self be true ✓Be creative
✓Be where your customers ✓Make the most of your
are internal resources
✓Be true to your customers ✓Watch for traps
Tuesday, November 8, 2011

13. POINT TO YOUR TOP-LEVEL
STRATEGIES
Tuesday, November 8, 2011

14. POINT TO YOUR TOP-LEVEL
STRATEGIES
• Make sales • Raise the level of job applicants
• Convert customers to brand • Awareness
advocates
• Education
• Bolster brand
• Customer service
• Generate leads
• Reputation management
• Improve SEO
• Things important to your brand
• Reduce costs / increase resource
efficiency
Tuesday, November 8, 2011

15. CONTENT IS ABOUT YOU
& YOUR CUSTOMERS
You are
not your
tweeps
Tuesday, November 8, 2011

16. CONTENT IS ABOUT YOU
& YOUR CUSTOMERS
• Your content should be welcomed
• Solves problem / provides benefit
• Accessible
• Recipients should be motivated to share
• Recipients should be motivated to want more
• Ask real questions and be open to criticism
Tuesday, November 8, 2011

17. GO TO YOUR CUSTOMERS
Tuesday, November 8, 2011

18. GO TO YOUR CUSTOMERS
• Be multiplatform
• Be platform appropriate
• Be cautious of one-offs (such as webinars)
• Consider blog and/or website section as reference room
• Consider Slideshare, email and, for some, “go postal”
Tuesday, November 8, 2011

19. BEING GENUINE & HONEST ≠
BEING TRANSPARENT
Tuesday, November 8, 2011

20. BEING GENUINE & HONEST ≠
BEING TRANSPARENT
• Speak in your own voice
• Be as much fun as you really
are — but not much more
• Shower and do your hair
before you go out in public
• Some secrets are OK to keep
Tuesday, November 8, 2011

21. CURATION IS NOT ENOUGH
• “Reheated” content may not
be fresh, even if it is recent
• Curated content benefits from
context and/or editing
• Select content from others
when the message reflects
your persona
Tuesday, November 8, 2011

22. KEEP YOUR TEAM WORKING
TOGETHER
• You must have policies
• It’s essential to build trust and
earn acceptance/support within
your team
• Be prepared to lose some control
• Broad definitions allow everyone
at brand to contribute
• It also allows team members to
choose not to contribute
Tuesday, November 8, 2011

23. THE MEDIUM IS PART OF THE
MESSAGE
• Video works
• Be stylish, not garish
• Useful does not have to be boring
• Entertaining is not necessarily useful
• Consider outside agencies to create and promote
Tuesday, November 8, 2011

24. BE SMART ABOUT INFOGRAPHICS
• Graphics can make or break a
presentation, but…
• First have a compelling story and…
• Be mindful that excessive and/or
inappropriate graphics can attenuate
the story
• Choose an infographic only if
• The information is more clearly
communicated with graphics
• Your design is well-executed
Tuesday, November 8, 2011

25. BEWARE THE SALES AUTOMATION
MONSTER
• Don’t be afraid to “sell”
• Create a call to action
• Keep consumer participation
in perspective
• You may feel every touch
point creates a lead — your
customer may not
Tuesday, November 8, 2011

26. CONTENT MARKETING BASICS
✓Point to top-level strategies ✓It’s OK not to get naked
✓Be consistent and persistent ✓Be original
✓To thine own self be true ✓Be creative
✓Be where your customers ✓Make the most of your
are internal resources
✓Be true to your customers ✓Watch for traps
Tuesday, November 8, 2011

27. ADDITIONAL RESOURCES
• Content Marketing 101 from copyblogger
• Content Marketing Institute
• Eloqua’s Grande Guide to B2B Content Marketing
• The Do’s And Don’t of Infographics via Smashing
Magazine
Tuesday, November 8, 2011

28. Neil Glassman • neil@neilglassman.com • WhizBangPowWow
Twitter • LinkedIn • Google+ • Facebook
Tuesday, November 8, 2011

29. SALAMI & EGOS:
The New Social Media Omelet
Neil Glassman • WhizBangPowWow
Blog: http://www.whizbangpowwow.com
Twitter • LinkedIn • Google+ • Facebook
Tonight’s Twitter Stream:
@NYSocialMeetup • #NYSM • @NeilGlassman
Tuesday, November 8, 2011