1. Social Publishing
Project Planning

2. Zone 2: Social Publishing
Social Media Marketing, 2e©

3. Types of Content Videos Blog posts Webinars Feature articles
Presentations
Podcasts
Photos
More
Blog posts
Feature articles
Microblog posts
Press releases
White papers and case studies
Newsletters
What is ‘most interesting’ type of content?

4. Dogshaming: A Blog
Some of the bloggers earn hundreds of thousands a month.

5. Show Me the Money Blogger success – monthly income
The Huffington Post – $2,500,000 (ppc)
TechCrunch – $800,000 (Banner Ads)
Mashable – $600,000 (Banner Ads)
Perez Hilton – $450,000 (Banner Ads)
Engadget – $300,000 (Banner Ads)
Noupe – $200,000 (Private Advertising)

6. What’s wrong with Wikipedia?
How much is wrong?
How can ‘facts’ be verified?
‘Vetting’ content
People’s agendas

7. Judging Content Online: What is Authentic?
Editorial
Commercial
Consumer-generated
Organic content
Incentivized content
Consumer-solicited content
Sponsored content
Think about ‘the way people are’ and power relationships as we have touched on…

8. For Discussion: Counterfeit Conversations
How do you identify when social information is counterfeit?
How do you feel about your exposure to this “fake” content?
How do you feel when someone deceives you in a personal relationship?

9. Social Media Marketing, 2e©

10. Social Media Marketing, 2e©

11. When to publish? People are creatures of habit?
Content that people like they will keep looking for
We need to have things stand out – mean something, have relevance/importance
We get tired of things – need something new and interesting
So, how do you keep up with a publishing schedule? …Editorial Calendar

12. Figure 6.2 Editorial Calendar
Social Media Marketing, 2e©

13. When to publish?
How can Hootsuite help?
Social Media Marketing, 2e©

14. What do you publish? Filler content? Original Content? Original: Basic
Authority Building
Pillar
Flagship
A Content Value Ladder

15. Figure 6.3 A Content Value Ladder

16. Table 6.1 Pillar Content
Social Media Marketing, 2e©

17. Writing Titles with LinkBait
Resource hook: 5 tips for great grades.
Contrary hook: Lose weight with chocolate.
Humor hook: Obese skunk cuts out bacon sandwiches.
Giveaway hook: Save $50 here.
Research hook: 66% of Americans are overweight.

18. SEO Tactics White hats Gray hats Keyword stuffing Link exchanges
Three-way linking
Paid links
Black hats
Gateway pages and cloaking
Link farms
Do advertisers ‘lie’ to you? ‘puffery’ … ‘buyer beware’

19. Think and process… What are the channels of social publishing?
Who creates the content published in social channels?
What is the role of social publishing in social media marketing?
How can social content be promoted?
Content is the unit of value in a social community, akin to the dollar in our economy. Think about what you watch, read, pay attention to…
Think about traditional media appeals, target audience
Social Media Marketing, 2e©

20. Some main ideas of today…

21. __________ is the unit of value in a social community, akin to the dollar in our economy. It provides a social object for community participation.
Content

22. Content--blogs, videos, podcasts, photos, etc
Content--blogs, videos, podcasts, photos, etc.--can be any of these and more. Increasingly, however, we see more content that is ________; it offers several applications based on a meme or a piece of factual information.
Multilayered

23. _________ have been around for more than a decade
_________ have been around for more than a decade. They began as simple online logs posted in reverse chronological order, and developed into a widely used publishing venue for individual and corporate use.
Blogs

24. A schedule for publication in the form of an ___________ helps bloggers and other content producers to forecast the time needed to manage the content development process.
Editorial calendar

25. Not all content is created equal, and we can characterize content in terms of its originality and substance according to a _______.
Content value ladder

26. In the content value ladder, at the lowest step in the ladder we find the least important type of materials, with ________ simply information that people copy from other sources.
Filler content
Will people come to your site for ‘filler content’?

27. If a source creates a solid foundation of original content, the foundation blocks are known as _______ content, typically made up of educational content that readers use over time, save, and share with others.
pillar

28. _______ refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time--pieces of content create a draw for years to come.
Flagship content

29. _______ search results are those for which sites did not pay to be listed; they are based on the search engine’s model for delivering relevant search results.
Organic

30. Web crawlers; spiders, bots
Search engines use _______(also known as _____ and ________); these are automated web programs that gather information from sites that ultimately form the search engine’s entries.
Web crawlers; spiders, bots

31. Web page coders try to optimize certain site characteristics that the search bots and the search engine index, with the primary on-site variables being _______ embedded in the page’s tags, title, URL, and content; they tell the bot what information to gather and specify the relevant topic.
keywords

32. Original search engines
Excite, Yahoo etc. --people coded
Why Google changed things
‘Big Data’
Can humans keep up?
Gigabytes, Petabytes, Exabytes
Zettabytes … and 
So why ‘web crawlers’ and ‘keywords’

33. Big Data Number of zeroes term
thousand million billion trillion quadrillion quintillion sextillion septillion

34. Examples 2 Kilobytes: A Typewritten page
2 Megabytes: A high resolution photograph
1 Gigabyte: A pickup truck filled with paper OR a movie at TV quality
1 Terabyte: 50,000 trees made into paper
2 Petabytes: All US academic research libraries
5 Exabytes: All words ever spoken by human beings.
Internet Traffic to Reach 1.3 Zettabytes by 2016

35. Now, what about next reading?
Broadcasters
Social media has transformed traditional broad casting norms.
New technology and increasingly powerful mobile devices have allowed networks to break down the so-called “fourth wall” and connect audiences with programming like never before.
Broadcasters are using this technology to create a “second screen,” extending program content to screens alongside the primary television view.
(insight: provide examples you’ve seen)

36. Now, what about next reading?

37. Now, what about next reading?

38. Now, what about next reading?

39. Now, what about next reading?

40. Now, what about next reading?