Inbound Marketing Summit 2009 - my presentation

Inbound Marketing Summit 2009

View more documents from Valeria Maltoni.

During the presentation today we talked about storytelling, writing for your second audience, and helping change the culture on the inside of the organization. To me the key three points to creating engaging content is understanding that:

1. there's a whole new level of integration needed, and it's not tacked on. Things that are well connected start on the inside and move all the way outside - they touch employees and customers alike. 
2. participation activates content. You could have the best content ever, but if you're not participating, it's not going to spread so much.
3. it's like a game, you get better when you engage in serious play.

A couple of the questions you asked were right on target:

• how do you convince senior management to buy into social media? Show data on who is talking about your company. If nobody is talking about you, then you have a different kind of problem. Also show what your competitors are doing.
• how do you find time to blog consistently? Some ideas are creating a team blog and helping coach the team on a regular calendar for posting and participating. Tap into those who are passionate about your company and their work, it's a lot easier to stick with it when you want to do it in the first place.

Ask more questions here. What would you like to learn about creating content for the socializing of information?

Comments

[Thais]

Hello, there!

First I have to say I'm a constant reader of this blog. Everything you post seams to communicate right to me and to what I do as a Public Relations here in Brazil.

What I'd like to know, and it has to do with a research I'm working on, is how much content (and it's density), can be created between co-workers through social medias. And if you have texts or books about that to suggest me, I'd take them gladly.
Thank you!

[Valeria Maltoni]

Thais,

That is a topic that we can tackle in future post. Thank you for requesting an elaboration.

[Michael Hartzell]

I like it...

.....Storytelling.
........Like a Game and needs participants.

I have someone near and dear to me who uses this exact method as she teaches those under five to get over the humps and learn to speak, listen and interact. Storytelling and treat it like a game.

Recently I heard a comment: You can solved any problem with pictures. Two people + pictures = communication.
--- Enjoy how you combine the photos... the concepts... great job.

With companies using the metrics of old to get the results the next 60 days, social media is a little like growing apples...

Takes 3 years for to see the apples begin to appear. A company relies on past data to determine future and keep risk / waste low. So 3 years from now, that is when the movement expands to ... ?

Wonder how many leaders Google themselves or their company? Wonder if it matters? Wonder if they see competition more predominant in search engine responses important?

Still in evolution.. and the leapfrogging continues.

To answer your question: Will Google Wave be earth moving over the next 12 months? How and Why?

Mike

[Valeria Maltoni]

Michael,

What we should have is leaders Google themselves and then Google the people two levels down in the org chart. Then, we'd have something to talk about!

Google Wave - I haven't gotten a beta invite yet, so all the information I have is third party. 12 months is a short time for a new technology that requires critical mass to get enough momentum with users and become boring enough for some to have practical application.

How many years did it take search to take hold as a marketing vehicle? FriendFeed never really went mainstream. Maybe it's not like growing apples, but you certainly need some seeds to water in order to grow anything.