1. Be The Content Lessons for 21st Century Product/brand management Observations - Facts – Learning @hollyaBrown @Thebrownlounge

2. In a Networked World…. ….People make decisions using communities of interest and influence (people, places and content aligned to their interests, needs and passions) ….Communities of interest and influence are networks of content creators and content consumers ….you can find them all over the web .... you are one and your product or brand is one too!

3. The New Battleground for Decision Making Behavior

4. “Be the Content” is about Content and Conversational Marketing in a Peer to Peer Networked World You must rethink your role, your relationship, and your approach to product/brand management

5. Marketing Evolution

6. Marketer’s Challenge

7. Web 3.0 ` ` Places People Content

8. Old Media New Media Users repackage and redistribute messages Users talk back – often start the conversation Marketing is about content relevancy Content is syndicated from your site to places you don’t own or control Controlled targeting & broadcast messages Publish web pages & download case studies Marketing is about efficient reach Content is rooted in places you own and control

10. Reach vs Engagement

11. Automation vs Conversation

13. R2integrated Brand Tracking Survey5/17/2011 Some Facts

14. Content Publishing is A Primary Focus

16. Twitter (55%)

17. YouTube (51%)

19. Behavioral targeting (32%)

20. Text ads (30%)Still a Lot of Shouting!

21. Short on Plans and Resources

22. Unsure How to Measure ROI

23. Not Engaging the New Influencers Does your company have some form of blogger outreach program? In Development – 22% No – 42% Unsure – 10% Yes – 26%

24. Marketer’s Conundrums “I don’t have the staff or workflow” “I can’t explain what’s working to management” “I’m overloaded with data” “I Need to identify key areas of importance”

25. Do your homework Build a Roadmap Think Like a Publisher, but Act Like A Peer Rethink the way you approach Media and Influencers Listen, Learn, adapt What to do?

27. Where is content and conversation about your category or product being consumed?

28. Who shares your content? Why and where?

29. Which content has the most velocity or engagement?

30. Where are the most important conversations about your category or brand happening and how can you participate in the content or conversation?

31. How can your content maximize engagement with key audiences and influencers?

33. Think like a Publisher and Act Like a Peer Find your voice Understand your contextual relevance Put your best foot forward Listen and learn

34. Social Networks Work When They Provide Relevant, Useful Content and Conversation Most Important Factors When Deciding to Join Social Networks for Business Purposes According to Business Technology Buyers Worldwide, January 2010 (% of respondents) Quality of discussion and relevance of comments 54% Topics discussed by the community 46% Expertise and demonstrated thought leadership by participants 46% Nature of problems/issues the community is formed around 24% Source: eMarketer.com

35. Approach Media and Content Distribution in New Ways

37. Create a Social Analytics Dashboard and Listening Program

38. Develop an Editorial /Content Calendar

39. Setup workflow, escalation and conversation policy

41. Prioritize content and access point opportunities

42. Leverage media assets and relationships to sponsor and syndicate content

45. www.Youtube.com/BrownLoungeSeattle

46. www.Facebook.com/TheBrownLounge

47. www.Twitter.com/TheBrownLounge

49. It takes time and testing to figure out what works

50. Social platforms are great for sharing content, promos, awareness and customer response

51. But, your website is your central content repository and provides content organizing principles

52. Your website is also the best place to convert real customers

53. Content gains velocity fast, but loses velocity faster, you’re only as good as your last post!

54. Each platform offers a different value to you, your brand and to your audience – use them accordingly

55. You can only control the time and place of paid media, to drive reach and frequency through social (repost top content, pay attn. to what people respond to and when, respond when you get a comment to )

56. Plan for your plan to change - this is the real time web

58. Content Marketing Blogs Tools sites Resources

59. Junta’s Top 20 Content Marketing Blogs http://www.junta42.com/community/top-42-content-marketing-blogs.aspx

60. Tools to Consider Listening: Radian 6 Visible Technologies Workflow Hootsuite Sprinklr Sprout Social Targeting,trending and tracking Prosodic Media6 33Across InfiniGraph Twitter Analytics Trendistic, Trendsmap, TweetStats

61. Sites I Like Altimeter Group Brian Solis Buddy Media CMSWire Digital Buzz Blog eMarketer Marketing Profs Mashable R2integrated.com Social Times What’s Trending

62. @hollyabrown @thebrownlounge Thanks!