Putting the Social in your Media
Bill PetrieKirby Hasseman
Why Are You Here?
• CAS/MAS Points?
• Still haven’t gone to bed?
• There aren’t enough social media sessions!
• My flight is in three hours and I had to do something!
• Are Kirby/Bill the same person?
“We Are a Media Company!”
• Global Content Studio− TV Show (The Navigator Live)
− Short Film (The Two Bellmen)
− Personalized online travel magazine
− Virtual reality
• Millions in direct revenue
• “Turned storytellers into marketers”
What does a media company do?
#SocialInMediaPPAIEXPO
“Marketing is no longer about the stuff you make, but about
the stories you tell.” -Seth Godin
#SocialInMediaPPAIEXPO
You Are Here
• Create Stories Through Content− Why?
− How?
− Good vs. bad
• Leverage Media− Blogging
− Video
− Podcast
• Deliver to Your Audience− Social Media
− Cross promotion
Why Create Content?
Content = Stories─ Stories you are asked to tell
─ Give economy
Value─ How do you explain your value?
─ How is shared?
─ Does your audience understand your value?
Consistent
CourageConsumable
Creative
C4 Content
Have the courage to consistently create consumable content.
#SocialInMediaPPAIEXPO
Where do you find content?
Content Struggle
Content: The Good and the Bad
• Continually gives
• Constantly dependable
• Expresses originality
• Always relevant
• Audience centric
• Authentic
• Persistently asks
• Consistently inconsistent
• Typically derivative
• Rarely topical
• Self centered
• False front
Content Creation Exercise
#SocialInMediaPPAIEXPO
Things go viral because 1,000 other things didn’t go viral.
#SocialInMediaPPAIEXPO
Business Blogging
The Reach
The Knowledge
The Voice
The Perspective
The Creative
The Curiosity
Blogging Case History
Business Video
SEO
Wider Reach
Personality
Leverage Laziness
Case History – Delivering Marketing Joy
Podcast
Intimacy
Playground to Yourself…almost
Endless Possibilities
Distribution
No Barrier to Entry
Case History
Sharing Content
#SocialInMediaPPAIEXPO
Rapid Fire – Social Media
Rapid Fire – Tools
Keys to SuccessMake a Commitment
− Consistency− Scheduling− Accountability− Become a Practitioner
Create, create, create− Share content
Practice C4 Share 3PThink long termLeverage ToolsShare content
Parting Shot
You are the match, content is the fire,
and media is the gasoline.
#SocialInMediaPPAIEXPO
Bill [email protected]@billpetriepetrie.billin/billpetrie
Kirby [email protected]@kirbyhassemankirby.hassemanin/kirbyhasseman