Contents rule the key to social engagement

Copyright © 2011 Adonai Training LLP. All rights reserved.

Contents Rule!
The Recipe for Social Engagement

Presented by:
Rebekah Seragih
Adonai Training LLP

Agenda
What is Content?
How do I create a Great Content?
Content Strategy – 6 Questions
Content Creation Rules
How do I present my content?
Success Story - Blendtec

Copyright © 2011 Adonai Training LLP. All rights reserved. 2

Content
Content is a broad term that refers to anything
created and uploaded to a website: the words,
images, tools, or other things that reside there.
And all of the things you publish at outposts that
are off your site – e.g. Facebook Page, Twitter
stream, LinkedIn group page.
It must be relevant, useful, meaningful, up-
todate, helpful, educational, interesting or just
plain fun.
Great Content is the cornerstone to Social Media


What is Great Content
Statement - “Marketing is about publishing great
content”.
Why great content and not any other content?
Great content creates authority, plain and simple
Gives you an edge over competitors who do not create
free online content
By producing valuable online content, you are building a
media asset that gets the respect of search engines like
Google, which means more traffic
If people thinks you are important, so will Google. This
boils down to your content and keywords that are
searchable by people


The Ultimate Aim of Great Content

Use it as a
Create great foundation of Engagement
stuff meaningful with Clients
conversations


How

How do we create great content that is
valuable, meaningful and applicable?


Craft a Compelling Content Strategy
Set your objectives by asking yourself questions.
Fundamentals of a good News Story should answer:
Who
What
When
Where
Why
How
The idea – Tell a Story that is relevant to your
customers.


6 Questions
What are your Goals?
Match your contents with your business objectives
and strategic goals – Integrate them together
Who is your Audience?
Who are the members?
How can you help them?
What do you want the content to achieve?
What effects do you want your content to have on
your audience?
What action you want your audience to take?


6 Questions
What are you going to develop?
How to best present your content that engages
the audience?
What are their preferences and demographics?
Where are they locate – media & platform?
What is the budget?
When is the best time to release your contents?
How are you going to develop it?
What is your approach to developing the
content?


16 Rules of Compelling Contents
1. Have an objective
Created for a purpose, with business objective in
mind
E.g. Hubspot (hubspot.com) – content marketing
2. Seek to educate and help your audience
E.g. MarketingProfs (marketingprofs.com) – position
their writers as subject matter experts
3. Compelling Content is Trustworthy
Your customer must trust you as a good resource of
information. Content must be relevant to their
needs.
E.g. Ikea (ikea.com) – they show customers how to
save money and how to maximize their space


4. Give a Voice
Create a Voice that sets you apart from others with
distinct point of views
E.g. FAASO’S (Tweet 2 Order) – www.fassos.com - this is a
restaurant chain that sell rolls on mobile in USA.
Customers tweet their orders.
5. Allows for Interaction or Dialogue
Nike’s Community Site – Nike Plus (Nikeplus.com) –
they track data, share it with their customers all
things relating to running
6. Speaks the language of your Customers
E.g. Hippo (food chain) – their philosophy is ‘hungry
people is dissatisfied’ – tweet in broken English


7. Meet your audience where they are
E.g. HP Learning Center – meets the needs of their
customers learning to use computers for their IT
needs.
8. Compelling content is well executed – Plan, Plan
Plan
9. Compelling content experiments a little
10. Creates Hot Triggers, Hit the Touch Points
An action that the audience can take immediately –
A Call to Action
E.g. Coupon Deals
11. Compelling content is search optimized


12. Compelling content starts a conversation
Make it easy for your audience to share your contents
13. Build momentum to your content
14. Share or solve, don’t shill
Don’t sell. Create values. Be a resource.
15. Show & Tell
Demonstrate and show others how your product lives in
the world and be of service in their lives.
Tell a true story about your product and how it helps
them.
16. Do something unexpected.
There’s no business like show business. Add an element
of fun or surprise to your content.


Have a Content Plan

Monthly Weekly Daily


How to Present Your Content
A blog as a Hub of Your Online Content
Materials
Articles
White papers
eBook
Reports or Research papers
Case study – Create a compelling Customer Success
Story
A FAQs Makeover
Video – Show Me a Story
Podcasting – Tell Me a Story
Photographs – The Power of Pictures


Success Story

Will it Blend?
http://bit.ly/adonaiwillitblend


Commonly Asked Question

What happens if my creative juice run dry?

SHARING
Share great contents from others


About The Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has been
offering consultancy advices on business strategy, marketing, training,
operations, crisis management and change management to MNCs,
governments and businesses for more than 15 years. She has been
involved in major international projects amounting more than US$30
million. As the pioneer Strategists in Asia in her field, one of her
achievements is the design and engineering the first touch screen ATM
machine in Asia and implementing it throughout Asia and Europe with one
of the international bank. She has also strategized and designed the world’s
credit card merchant tracking system that resulted in merchant credit card
fraud management.

Rebekah has conducted seminars, workshops and trainings to audience all
over the world which includes corporations, business owners,
governments, and financial institutions. For the past 8 years, she has her
passion in building schools in developing countries for the poor making
education available to the needy and orphans. She is also involved in
selective charity programs round the globe.

Looking to do much more, she has engineered her own holding company
with a special focus on being a social entrepreneur in all the niche business
start--ups under the holding group to make a difference in the lives of
others.


About Adonai Training
Adonai is a leading training and online media consultancy company in Asia. Led by amateur
professionals, our corporate and public training arm you with the latest knowledge, tools
and skills to make you a success. Our training includes online marketing media, social
media, branding, management, training, professional certification, entrepreneur start-up
programs, and etc.

Our foremost consulting authority on business strategy, social media, digital media, online
space, creative marketing and branding helps Brands & Organizations create customized
and unique social media and business solutions. Our clients range from major brands,
government agencies, business owners, small-to-medium size companies to financial
institutions. Our consulting services include:
Social Media Strategy & Planning
Social Media Marketing & Engagement
Social Media Monitoring
Contents Generation & Article Writing
Online Campaign Creation & Management
Online analytics
Website and Micro-site development such as corporate blog
Mobile Application
Search Engine Optimization (SEO) & SEO Copywriting

We believe your success is our success…

Connect with Us….

Adonai Training
[E]: contactus@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/adonaitraining.sg
[TW]: www.twitter.com/adonaitraining

Rebekah Seragih
[E]: rebekah@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/RebekahSeragih
[TW]: www.twitter.com/RebekahSeragih
(LI): http://sg.linkedin.com/in/rebekahseragih


Contents rule the key to social engagement

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Contents rule the key to social engagement