This document discusses the importance of content strategy and social media engagement in today's media landscape. It notes that old ways of marketing and media have been disrupted, and that people now want to engage with brands and each other through social networks. It advocates defining a content strategy, committing resources to digital and social media, standing out from amateur competitors through better content and conversation, and adapting to new technologies and forms of media to remain relevant with audiences.

1. Why
content
strategy
matters
alchemycontent.com

2. in media
There is a
storm raging
http://www.flickr.com/photos/licosp/1681329353

3. Old ways have been turned
on their head

5. It’s difficult
to keep up

6. Even the branded
website is out of date
http://bigphoto1.blogspot.com/

7. So how
the hell
do you
approach
it all? http://bigphoto1.blogspot.com/

9. Get to grips with social media

10. We are all
publishers
now

11. Media is
a passive
no longer
experience
http://www.flickr.com/photos/lexrex/59956502

12. Don’t think…
Audience
Viewers
Listeners
Readers

13. Think…
Community
Fans
Users
Network

14. not at them
Talk with people
http://flickr.com/photos/hamedmasoumi/1835907062

15. People want to engage

16. People want to engage
with
each
other

17. People want to engage
with
with
each
you
other

18. People want to engage
with
with each
with
each other
you
other about
you

19. Ignoring this
is not
an option
for brands
http://flickr.com/photos/blakeimeson/2743011812

20. “It is not the strongest of the species that survive…
…but the ones most responsive to change”
Charles Darwin

21. http://www.flickr.com/photos/lecates/462153264

22. =

23. So
define
your
strategy

24. Get to grips with social media
Commit to working with it

25. Jim wants
to promote
his brand
online

26. He doesn’t
have time
to get into
social media

27. The work experience girl
manages his Facebook

28. He’s stuck
some videos
on YouTube
http://flickr.com/photos/thms/411770953/

29. He doesn’t This is another
damn fad…
see much
response

30. So spends
his budget
on costly
traditional
marketing http://bigphoto1.blogspot.com/

31. Jim did not
commit to
the medium!

32. Your digital profile =
Primary point of contact
with consumers worldwide

33. Invest resources
Accordingly

34. Digital Media Stats:
Source: Universal McCann April 2008
83% watch video
78% read blogs
57% use social networks
48% listen to podcasts
39% use RSS feeds

35. Digital Media Stats:
Source: Datamonitor 2008
6/10 top internet
sites are social
(In 2005 it was 0/10)
UK social network
Use to treble from
9.6m to 27m by 2012

36. Retain your
brand’s
professional
values…
…where
amateurs
dominate
http://flickr.com/photos/joeshlabotnik/305410323/

37. Get to grips with social media
Commit to working with it
Stand out from the crowd

38. Your
content
needs to be
better than
hers

39. Add value

40. Encourage
conversation
and sharing

41. Update regularly

42. Be ready to act fast
This thing is always on
http://flickr.com/photos/dominicspics/2283374387

43. Remain
authentic
honest and
transparent
http://flickr.com/photos/ysgellery/3103708893

44. Be prepared for
more disruption
by being involved now

45. Livecasting
http://flickr.com/photos/jamescridland/612782641

46. Livecasting
Have the
best access
http://flickr.com/photos/jamescridland/612782641

47. Geopositioning
http://flickr.com/photos/schoschie/3199803970

48. Geopositioning
Ensure they
will always
find you

49. Mass collaboration

50. Mass collaboration
Harness the
passion of
your fans

51. Monitor everything. And react
http://flickr.com/photos/ysgellery/3103708893

52. Get to grips with social media
Commit to working with it
Stand out from the crowd

53. Get to grips with social media
Beyond marketing
broadcasting
own website
Feeds Widgets Mash-ups Mobile

54. Commit to working with it
Don’t leave this to amateurs

55. Stand out from the crowd
Professionally handled
content, strategy
and execution

56. Thank you.
Visit us: alchemycontent.com
tom@alchemycontent.com
Email us:
matt@alchemypr.com
Call us: +44 20 8996 4832
Alchemy Content Ltd
Gable House
18-24 Turnham Green Terrace
London
W4 1QP
Follow us on Twitter! @alchemycontent