STEAL THIS PRESENTATION! HOW
TO CREATE CONTENT FOR SOCIAL
SHARING
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Attack of the Customers
gillin.com
Twitter: @pgillin
paul@gillin.com
Twitter: @pgillin
Readers are People, Not Statistics
Demographics
Psychographics
Age
Motivations
Income
Fears
Title
Accomplishments
Company Size
Failures
Budget
Attitude
Installed Equipment
Likes
Industry
Ambitions
Twitter: @pgillin
Psychographic Profile: Small Business IT
Position
IT manager or systems admin at small to midsize company
Motivations
Getting it right; pleasing users; pleasing the boss; recognition; peer approval;
raises and promotions
Demotivations
Inefficiency; bureaucracy; politics; laziness
Likes
Technology; puzzles; games; sci-fi; books; movies
Dislikes
Pretentious people; yes-men; people who don’t try
Fears
Getting it wrong; letting people down; losing the job; not knowing what to do
What defines
accomplishment?
Figuring out the solution before anyone else; creating a better solution;
recognition by peers/superiors
Loyalty
Very high if the organization’s values match his own
Adjectives
Skeptic; diligent; perfectionist; introvert; reliable; quirky; conservative; logical
Twitter: @pgillin
Psychographic Profile: Enterprise CIO
Position
CIO, VP of IT or CTO
Motivations
Recognition; organizational excellence; business success; professional
advancement
Demotivations
Impulsiveness; indecisiveness; details; disobedience
Likes
Technology; problem-solving; learning; teamwork
Dislikes
Delay; politics; uncooperativeness; micro-management
Fears
Letting down the organization; bad decisions; organizational failure;
employee turnover; public humiliation
What defines
accomplishment?
Leading a group toward a decision; public recognition; innovation;
resourceful problem-solving
Loyalty
Generally low
Adjectives
Proud; leader; determined; decisive; analytical; team player
Twitter: @pgillin
Think Like a Reader
Instead of
Consider
Our Solution
Your Problem
Reasons to Buy
Options to Consider
Why We’re Better
Why Customers Choose Us
What’s In It For Us
What’s In It for You
Testimonial
Smart Customer
Twitter: @pgillin
The Reader’s Shoes
 Imagine yourself in a similar decision-making scenario. What
issues occur to you?
 Review motivations of your target audience. How might your
solution serve their need for success or recognition?
 What common fears does your solution address?
 How can you help your customer make a safe decision?
 How can you help your customer get that big promotion or
bonus?
 Imagine your customer giving a testimonial presentation.
What might he or she say?
Twitter: @pgillin
Lessons from Redbook
IT’S ALL ABOUT YOU
@pgillin
Twitter: @pgillin
The overriding message
of a typical cover is that if
you don’t read this
magazine, you’ll be
unhappy, ugly and lousy
in bed.
Twitter: @pgillin
You,
Yes,
You
Twitter: @pgillin
Choose Your Approach
Solving Your Problem
Don’t know where to start
with BI? Use this guide
Opportunity Realized
Take your market insight to
the next level with Business
Intelligence
Fear, Uncertainty and Doubt
Business Intelligence is a big
investment. Learn the most
common mistakes.
Something for Nothing
Try Business Intelligence riskfree with this no-obligation
30-day offer.
Twitter: @pgillin
15 Ways to Treat the Same Topic: Online Privacy
1.
2.
3.
4.
5.
6.
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8.
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10.
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14.
15.
Quiz: Test Your Privacy IQ
Skeptic: You Don’t Control Your Privacy Anymore
Explainer: The Online Privacy Debate in Plain English
Case Study: How One Person Got Control Over Privacy
Contrarian: Why Online Privacy Concerns Are Overblown
How To: Five Steps to Improving Online Privacy
How NOT To: Five Ways to Compromise Your Online Privacy
First Person: My Personal Privacy Horror Story
Comparison: How Privacy Protection Services Measure Up
Q&A: Five Common Questions About Online Privacy
Data: Survey Data Indicates Privacy Problems Worsening
‘Man on the Street’: Experts Offer Opinions on the State of Online Privacy
Outrageous: Why Online Privacy Is an Oxymoron
Poetic: Online Privacy Haiku
Humorous: Abbott and Costello Talk Online Privacy
Twitter: @pgillin
Something is Amiss
Telecom’s Big Players Hold Back the Future
Susan Crawford, a professor at the school…is on a permanent campaign
asserting that the status quo has been great for providers but an expensive
mess for everyone else.
David Carr in The New York Times, 5/19/13
On the Flip Side
As Crowdfunding Grows, the Rewards Increase -- but So
Do the Risks
Crowdfunding is now recognized as a reliable funding avenue for both startups and established firms. But the growth of the sector also creates more
regulatory challenges and raises questions about the risks that funders take
when they put their money behind a project.
Knowledge @Wharton, 5/8/13
Twitter: @pgillin
Be Very Scared
When Secrets Get Outed on Facebook
The era of social networks creates a challenge for individuals navigating the
personal-data economy: how to keep anything private when it is difficult to
predict where your information will end up.
Wall Street Journal, 10/13/12
OMG
Study: Kids Are Prejudiced Against Fat People by Age 4
British elementary school students believed an overweight storybook character was more
likely to be naughty and less likely to have friends.
The Atlantic, 5/20/13
Twitter: @pgillin
Didn’t See That Coming
Google Glass Is Watching—Now What?
As Congress frets about privacy implications of Google Glass, one thing is
clear: The technology that can redefine what is "public" and link the digital and
physical worlds is here.
Wall Street Journal, 5/20/13
Clash of the Titans
VMware Hybrid Cloud Plans: Time for Amazon Answer
This announcement is needed, not because customers demand it, but because
VMware needs to do something to arrest Amazon's continued reach inside corporate
IT.
Informationweek, 5/20/13
Twitter: @pgillin
Write for the Destination
“Meetings r people trying to figure out who'll foolishly
take responsibility for what happens next” @ThisIsSethsBlog #Inbound13
Can you relate? Seth Godin at the Inbound 2013
conference says, “Meetings are people sitting around
trying to figure out who'll foolishly take responsibility for
what happens next.”
Seth Godin at HubSpot’s #Inbound13 conference:
“Meetings are people sitting around trying to figure out
who'll foolishly take responsibility for what happens
next.” What’s your worst meeting experience?
Twitter: @pgillin
Writing for Facebook
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•
•
•
•
•
•
Surprise, provoke, inquire
Be upbeat and light-hearted
Finish with a question mark
Use images – they get 80%
better engagement on average
Make images provocative or
self-explanatory
Have personality; be informal
Respond to comments
Twitter: @pgillin
Good Tweets
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How to Make Images the Right Size for Your Facebook Cover Photo
http://ow.ly/oabgl by @azurecollier – Constant Contact
TIP: Have a clear message when creating your email.
http://ow.ly/o63iZ #video – Constant Contact
Meet the Nerd King (or “How to give the best convocation speech
ever”) [video] http://is.gd/DK1Znj - Guy Kawasaki
Very thorough @kissmetrics guide: 54 Resources for Getting the
Most Out of Google Analytics http://bit.ly/13GlTsY via @copyblogger
– Sofia Zab
This free white paper offers advice on using Google+ the right way http://copy.bz/14h6Mov - Copyblogger
You would be SO much smarter if you read @MitchJoel more often:
http://ow.ly/o8EkQ - Chris Brogan
Twitter: @pgillin
Tweets to Avoid
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Cheap entertainment: Watching article commenters
Needs context
argue with each other.
15 users just unfollowed me. Via @findUnfollower
bit.ly/UnfollowedFree. #iPhone #App
Auto notification
I find it ironic that Detroit is known as the #motorcity and
yet no one here knows how to (expletive) drive.“ Be positive
HELP ME SAVE LIVES share.es/x1XND @sharethis
#myQPflavor #USOpen #fundanything #oklahoma
#weather #tornado #WhatMakesMeMad #GMA Hash tag spam
I checked in at Starbucks on #Yelp Who cares?
Thanks God is friday! Can you spell?
Twitter: @pgillin
Simple Questions Often Work Best
Twitter: @pgillin
Digital Media Through the Buying Cycle
Awareness phase
Consideration phase
Decision phase
Social networks/public communities
Search engines
Email newsletters
Blogs
Case studies – written and video
Product literature
Private networks/branded communities
White papers/webcasts
Trials/demos
Twitter: @pgillin
Develop Content for Each Stage
Topic: Choosing a Cloud Service
Provider
Content Focus
Awareness
The Payoffs of Cloud Computing
Research
Cloud Infrastructure Decisions
Consideration
MSP Checklist
Purchase
How a Clothing Retailer Cut Costs and Downtime with
Cloud Infrastructure
Loyal Customer
Get More From Your Cloud Investment
At-Risk Customer
About Our Customer Rewards Program
Twitter: @pgillin
Match Media to Each Message
Message: Cloud Infrastructure Decisions
Offer
Free 30-day Trial
Newsletter
Innovations in Cloud Infrastructure
Blog
Choosing Infrastructure for the Cloud
Video
‘Inside the MSP Data Center’ videos
Presentation
How to Migrate Servers to the Cloud
Testimonial
Spotlight long-time customers
Twitter: @pgillin
Thank You!
Paul Gillin
pgillin@profitecture.com
508-656-0734
Twitter: @pgillin
Twitter: @pgillin
#bpblogging