New Medium = New Message
keyword-rich
interesting
search volume
relate to product
drive engagement 
between customer and you
between customers and each other about you
Multi-channel interaction based on user preference

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Posterous
Vulcan Mind Meld
People of Walmart
Building brands and interactions through Content Marketing & Social Media
Social Object Theory
How do I make Social Media bear fruit?
Object = Content
Mike Henderson
Content = Search
  
The belief that all social interactions center around an object. Relevant and meaningful dialogue can only occur around an object that both parties are engaged in.
Your brand becomes the social object
Linked to a goal
consuming
joining
interacting
purchasing
sharing
Content
drives
 engagement
Where they are searching
Funnels to conversion
If the goal is to sell products or services,
then content is the social object that 
drives search, awareness and interaction
around that goal.
All audiences are social
The way online activities have evolved has made that socialization more powerful
Content is never a dead end
This works because shopping has always been highly social
By integrating your content with marketing goals you can benefit from that socializaion.
Thank you!
Listen twice as much as you talk
You have two ears one mouth
Social Media Strategist
Content Marketing?
Create
Share
Syndicate
Social Media Tools
WHY?
Pareto Principle
Unconstrained social systems where participation is not regulated
In social media, the top 1% amounts to 25% of all participation
the top 20% of participants = 80% of participation
Then the majority of participants participate at a below average amount
130 freinds on Facebook
300 followers on Twitter


82% have less than 100
3/4 of all Twitter users have < 50
Content Marketing is not PR
Focus on content and interactions
Let the PR staff handle blogger outreach and social media PR
INTERACTION
Creating Content
Content Matrix


Freeskier
Newschoolers
X-Games
Snowboard

Category
Topic
Clothing & Fashion
Electronics
Travel
Environment
Product
Sports
Sickest lines @ Alpine and how to shred them.
Ears cold, but not cool? Check out Skullcandy’s Limited Decibel Collection at select board shops.
SnowFlix: Warren Miller coming to South Lake Tahoe
What’s the worst that could happen? 10 ways you can hurt yourself going [too] big

Headline
80% of web starts begin with search
75% get news through social sharing
52% share news socially
Other Content Sources
Connect with Friends
Find new content
Share content
Monitor
Twitter Retweets
WP-Stats Plugin
Google Analytics
Facebook 
Approaches
Stoke factor
Expert info
Scattergun
energize customers
engage enthusiasts
Empower like-minded
Look smart
respond to search
attract customers w/ "free" info
max search benefit
something for everyone
McBlogburger w/ cheese
Content Integration & Delivery
Don't forget the social part
tweetstats.com
followcost.com
retweetrank.com
twitalyzer.com
twinfluence.com
Insights
Like content
Fan wall feed
Ad metrics
#dontbepushy
even better
Mike Henderson
www.OneToOneInteractive.com
www.iamindisposed.com
podcaster
photographer
copywriter
video editor
blogger
Good