The challenge

1. How to Create Valuable Social
Media Content
Bill

2. I love lamp.
Who are we creating value
for? (Who are we trying to
attract?) I love white cloth.

3. Let’s take a walk in your customer’s
shoes
Empathy Map (WOW THIS IS FUN!)
From Business Model Generation
They probably want me to write that bigger
But I won’t do it

4. Empathy Map REVISITED
Too many
words not • What do they think?
enough
pictures • What do they feel?
on this
slide • What do they see?
• What do they say and do?
• What do they value (Gain)?
• What do they hate (Pain)?
Here’s a link to a blank canvas. Fill it in using Google Docs or spit on
your screen and send me a pic!! My self-esteem could use a beating!

5. Tip: Make up a fake customer profile and do this
exercise. Why? It will give you perspective. (Why
are my customers my customers?) Be strong.
WHHHHAAAAAT?!?

6. Now that you know what gets your customer’s
attention you can look within.
This man looked within and found out he was Christmas lights.

7. What knowledge or expertise do you have
that applies?
I just know I left some
relevant knowledge in
here.
Aaaaand she’s dead.

8. We like X, Y, and Z! We
CLEARLY DON’T LIKE R!
I can only do Y and R. I
don’t know anything
about X or Z :(
Do R!!!
Give them Y!

9. The only equation Wikipedia ever needed
Some donations wouldn’t
hurt!
Someone with Someone who
knowledge wants that
knowledge
THIS GUY is VALUABLE to THIS GUY
WEEEE complementary value that-barely-takes-any-research-to-concoct-because-you –
already-surround-yourself-with-this-stuff-day-in-and-day-out hooray!

10. Easy, Right?

11. Apparently Not!
Law school it is.

12. • If the whole idea behind business is to bring
value to people, why are so many businesses
sucking on Social Media?
You
Mr. Rogers says…
suck.

13. Feed Value 101
This is someone’s social feed. It could be
a Facebook News
Feed, Twitter, Pinterest, Reddit.
Aaaaaaany site where the user chooses
the curators.
This is you. Your business represents one
piece of a much larger group of someone’s
interests. You’re representing one
particular passion, interest or hobby of
that user. Any and all awesome things
related to that topic (and within your
knowledge) are to be brought to this feed.

14. The only problem is…

15. THERE ARE A LOT OF
INTERESTS
COMPETING FOR THE
SAME ATTENTION

16. Lovers Family
Desires
Friends Hobbies

17. Even after you get them on the page…

18. You have to stand out…
????????

19. A few tips.
• 1) Humour wins
• 2) Relevance is always appreciated, but posting very
little irrelevant material in the name of universal
respect is ok.
( See:cute animal board on Studense Pinterest page.
Animals are very popular on Pinterest, especially the
cute ones. )
• 3) Relax would ya? I love you man but 20 tweets a
day? Really? There’s a difference between standing
out and sitting on my face.

20. Let’s Regroup
The only thing you know for sure your
customers like is your product or service.

21. Relevance +
Proper Navigation of Network Environment
= Success
Getting’ a little tired of the
equations Bill mkay?

22. EXAMPLE!
Did someone say EGG?! HAHAHA!!!
Eggy…it was a damn
honor serving with
you…a damn honor.
I thought he was eaten!!
How is he aliiiiive?!

23. Vera Wang: High End Clothing
Vera knows her fans like high end clothing. MAYBE, just maybe, they like fine crafted wooden
chairs too, but she’s not sure of that.
Stick
to
what
you
know and
what the
network
responds
well to.

24. Vera Wang Says….
We paid a ludicrous amount of money to discover
people actually like pictures on Facebook. Well, I have
some pretty cool pics, so I threw them up on the feed!!
Get these dogs off me before you’re fired! Haha!

25. Don’t forget about the most powerful
aspect of Social Media

26. Community:
We The People
Use me!! Your success is in I want to be
our hands!! uuuuuused!

27. Whole Foods leveraged their community to become the greatest
brand to hit Pinterest yet. Look at all these group boards. Wow!
Yea! Haha!

28. How do we get them to interact you
ask?

29. INTERACT!
They didn’t even ask a
question. Magic!
?????

30. Your content isn’t limited to your
product (boooring). Apply you’re
service to major trends and different
settings for best results.
Product Is small!!
Ideas can be HUGE!!

31. Coca Cola vs. Taco Bell
The last two tweets from each feed as of the time I
made this slide.

32. WEEEOOOOOOOO (Alarm sound)
Something must be wrong.

33. 300,000 less followers, 8,000 more
ReTweets?
Hmmmmmmmmmmm…….notice anything?

34. It’s because Taco Bell didn’t let their reputation stop them from
putting out unique content. Taco Bell became one of us. They
humanized. Coca Cola? They’re like that popular kid in High
School. Cool? Yea, but no personal relationship built. Hard to
relate to someone who’s always so happy.

35. Tip: Self-Deprecating Humour is A+++. People aren’t dumb. They
understand you’re taking a risk putting yourself out there like
that.
Regular Tweet
Self-Deprecating Tweet after he
was dunked on. (pictured left,
Zeus be with him)

36. You don’t have to be so

37. hehehehehehe
Maybe one fan likes you
because you’re a fun
culture in a boring business
Poop.
And someone
else just loves
your Home
Heating Systems

38. Traditional Advertising was sooooooooo
boring. Up here..look at
me! 1 message!
I’m so weird you’ll just Maybe it’ll land
have to look at me!! with you? No? Ok!
Hell you can’t Right?! Guys?! Guys??
understand me
but looky here!

39. Create MANY options for MANY
different types of people.
Look at all dem boards!
Did You know? Of these Pinterest
notifications in my inbox, no 2 repins are the
same? And yet nearly all of my followers are
from my target market. Yea! Woo! Alright!
Great!

40. Just make sure it aligns with the goal of the
page. We don’t want to me confusing people
now do we?!

41. Comedy on Twitter?
Really?
Really?
Really?
Really?
Really?!?

42. This is comedy ON Twitter
(maybe that explains why one comedian has 2x the followers of a comedy network)

43. Now that’s what I call consistent.
That’s consistency if I’ve
ever seen it Bill!

44. Seriously this is getting ridiculous.
I’m going to help you,
son. I’m going to try.
I….can’t stop using
Italics.

45. (Sigh) Maybe, as a fan of many businesses I’m just not
meant to see interact with them. Maybe I really am
supposed to click a link, buy, read, click a link, buy. Fun.
Wee.

46. But…..
Huehuehuehuehue

47. What if a competitor said: “Hmmm…on second thought: let’s
welcome people to critique us, talk with like minded people, give
input to our business strategy, make marketing materials, and
use us for our knowledge.”
WEEEEEE!!

48. The guy with a bunch of links might be
in trouble.
Come get ya links fresh links Coooome get ya content fresh content
heeeyaa fresh links! Take ya away catered to the network. On Twitter? We
from the site and into a place get the point across in 140 characters?
you’ve never been coooome get Facebook? How’s a funny picture?
em now hey now! Pinterest? Want some recipes? You got
it cooome get it fresh content noow.

49. Conclusion
There are a TON of different strategies on Social Media but the most important
thing is understand what it is your customer values. The name of the game is
getting your customer’s attention and hopefully his or her desire to share. Before
you create a strategy make sure you understand what kind of value you can
consistently bring to the table. There’s something for everyone (some people have it much
easier though).
Yoda Says…
“Find creative people, you must.”