audience reach Archives - The Pulse Network

Storytelling Drives Social Media Marketing: The Art of Curation

August 3, 2011 by Allen Bonde

This is part three of a five part series between Tyler Pyburn, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they determine how storytelling drives social media marketing.

After breaking down the TPN Content Model in Part 2 of this series, I want to now fous in on a vital piece of that model: content curation.

There are many definitions and active discussions about the topic of content curation, but at its core, curation is simply the process of gathering and organizing (and maintaining) artifacts. In social media marketing, this is how we capture, deliver and package pieces of content to fuel the development of a community. Although people have been collecting things – and content – for long before the advent of social networking, whether it’s gathering news articles or just compiling a group of links together, curation for social marketing is a lot about creating lists (like in Twitter), building groups of content, and packaging each link or ‘translating’ each article into the appropriate language for the targeted channel.

Curation in today’s multi-channel world is also a matter of being a ‘transmedia’ storyteller and being equally comfortable in each channel or outlet.

A great example of this type of storyteller is Garrison Keiller. Garrison and his Prairie Home shows do an excellent job in making his stories authentic and related to the listener’s personal experiences. Of course the radio format also enables ongoing stories or serials, and is very much a variety show that draws content from many sources, packages it up in familiar segments, and delivers it a format that builds community. The key: make your stories about the audience, and your audience will want to share them as well!

In case you missed our past episode, you can see it here. In Part 4 we’ll look at driving conversation from conversations.

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email,abonde@thepulsenetwork.com.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

Filed Under: The Pulse on Marketing Tagged With: Allen Bonde, audience connection, audience reach, business strategy, channel marketing, channels, content, content communities, content creation, content curation, curation, Executive Briefing 3.0, facebook, Garrison Keiller, package, social media, the pulse network, twitter, Tyler Pyburn, youtube

Creating Good Content, Talk To Me

August 3, 2011 by Butch Stearns

This is part three of a five part series between Tyler Pyburn, host at The Pulse Network, and Butch Stearns, Chief Operating Officer at The Pulse Network, as they hash out what goes into creating good content.

When creating good content it’s essential to understand the basics of communicating effectively. In order to keep someone’s interest in what you’re saying it’s so important to be conversational. Make the content about them. Communicate in front of a camera or into a microphone the same way you would communicate while having a conversation with your friend. This may seem “easier said than done” for some people, so I’ll break it down for you. Start out with a question to catch your audience’s attention. Make them care about what you’re saying. By starting off with a question, your audience will immediately start thinking about a logical answer, which in fact will make them engaged in your subject matter. Making it about your audience opens that channel of communication, which is a vital part of creating good content.

In part four of this series I’ll dive into how to make people care about your content.

Butch Stearns is the COO of The Pulse Network and can be found on his Blog, Twitter, and LinkedIn.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

Filed Under: General Tagged With: article, ask a question, audience, audience connection, audience reach, book, books, butch stearns, channel marketing, content creation, conversation, conversational, coo, effective communication, Executive Briefing 3.0, guest, how to create content, link, listening, new media, nonverbal communication, question, reference, restaurant, talk to me, Tyler Pyburn, verbal communication, viewing, watching

Storytelling Drives Social Media Marketing: Content Builds Communities

August 2, 2011 by Allen Bonde

This is part two of a five part series between Tyler Pyburn, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they determine how storytelling drives social media marketing.

As I mentioned in my previous post, when we mix together the three ingredients in our social media marketing formula (content, connections, and participation/influence), the resulting campaign or program will ideally create an engaged community of members that will not only be responsive to your story – but also will want to spread the word and even ‘forward’ specific content assets like video clips to their friends.

Of course content remains the key ingredient and foundation for developing community. Here at TPN we’ve created a layered content model (pyramid) that aims to breaks down the different types, sources and role of content that exist within most socially-enabled organizations. In this Content Model and our related solutions, we focus on three distinct layers that are necessary to initially attract and then keep an audience coming back to your community – Expert Content (created by thought leaders), Curated Content (created by industry experts), and User-Generated Content (created by community players).

For many companies, the challenge lies in picking the right content and putting it in the right format, to get people engaging in the right way on the right channel. Fortunately we can look at public social networks for some great examples and inspiration. For instance, I like to think of Facebook as a content portal as much as a social network, with the most popular activity being people posting and sharing and commenting on photos. And therefore Photo contests – like those powered by Offerpop are some of the best and most popular ways for marketers to building community around content (photos), connections (friends) and participation (in a contest).

It’s all about the formula. And creating the right content. Of course, once your community is established, you have to feed it with more content! One of the ways to do this is via curation, which we’ll discuss the next time.

Also, in case you missed it, check out Part 1 of our series, where I break down my formula to successfully telling stories via social media marketing campaigns. Thanks for reading!

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email,abonde@thepulsenetwork.com.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

Filed Under: The Pulse on Marketing Tagged With: Allen Bonde, audience connection, audience reach, content community, content creation, content model, curated content, Executive Briefing 3.0, expert content, facebook, good content, phto sharing, storytelling, thought leaders, tpn content model, Tyler Pyburn, user-generated content

Storytelling Drives Social Media Marketing: The Formula

July 29, 2011 by Allen Bonde

This is part one of a five part series between Tyler Pyburn, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they determine how storytelling drives social media marketing.

Telling a good story is essential to reaching your target audience.

This is especially the case in social media marketing. In fact, I’ve always thought that good marketing is good storytelling. But in social media marketing, the trick is getting your customers to tell these stories for you! We can break down the formula that makes this work on social channels into three parts: content, connections, and lastly participation (and influence of participants).

The goal for those of us in social media marketing is to package up the appropriate content and then translate it into the language of the specific channel. For instance, on Twitter you need to keep your story very short, but can also use links and hashtags to make it easy to learn more and share your content. The way you format your story to fit the language of each social media channel determines your audiences engagement and also how effectively you generate word of mouth and take your audience down a path where they’re expecting to hear the next story – and maybe even an offer or pitch!

I lay out some of these ideas in my conversation with Tyler, so check it out:

So, what do you think? Which brands do the best job with storytelling? Add your thoughts in the comments, and look for part two of this series, when we’ll explore how content can be used to build communities.

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email, abonde@thepulsenetwork.com.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

Filed Under: The Pulse on Marketing Tagged With: Allen Bonde, audience connection, audience reach, business strategy, CMO, connections, content, content creation, Executive Briefing 3.0, facebook, formula, http://twitter.com/#!/abonde, http://www.linkedin.com/in/allenbonde, influence, language, package, packaging, participation, story, story telling, the pulse network, twitter, Tyler Pyburn, video, word of mouth

Creating Good Content, A.C.E.

July 28, 2011 by Butch Stearns

This is part one of a five part series between Tyler Pyburn, host at The Pulse Network, and Butch Stearns, Chief Operatering Officer at The Pulse Network, as they hash out what goes into creating good content.

How to Create Good Content

When it comes to creating good content, where does one start? I try to always use the acronym A.C.E. The “A” refers to finding your target audience, who your marketing is geared towards. The “C,” is making them care. I constantly try to remember that the audiences wants and needs are vital pieces of information when it comes to good content. Finally, if you have succeeded in the first two letters you will become “E” or a trusted expert to your audience.. One of the examples I used in my discussion is a restaurant our in Milwaukee WI, AJ Bombers.

In part two of the series I give out some tips to communication that I have picked up over the years.

Butch Stearns is the COO of The Pulse Network and can be found on his Blog, Twitter, and LinkedIn.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

Filed Under: General Tagged With: audience connection, audience reach, good content, good video, how to create content, how to create videos

Creating Good Content, Talk To Me

Storytelling Drives Social Media Marketing: The Formula

Creating Good Content, A.C.E.

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