New Media Base Offerings

Service and Tool classification: Monitor, Enable, Encourage, Reward, Influence

Monitoring Services

• Search: Twitter, Google blogs, Facebook apps, del.icio bookmarks, LIn
• twitter monitoring; e.g. HealthCare, ep, CMG,
  
• Comprehensive reporting and dashboard

Influence Services
Engagement

Values

• Help customers communicate
• Give back to the community

Questions

• Who are Target Brands?
• How is this relevant and urgent today?
• Can you get great results without spending money?

Activities

• Create base articles
• Create core services
• Find Service Beta users
• Speak at Conferences
• Put up Conferences
  

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New Media Services

Name
xyz New Media Services

Mission

1. Provide tools and services to help companies successfully navigate new media
2. Share new media knowledge and skills with others
3. New media includes: blogs, twitter, tags, wikis, feeds, social networks, soc. bookmarks

Tagline: Your guide to New Media Marketing

Core Value of New Media Marketing

• Increase Brand Awareness
• Engage with customers and others in the ecosystem
• Generate product ideas
• Lead Generation
• Find, Encourage, Enable and Reward Advocates
• Participate in the conversation and get feedback
• Monitor => Engage => Influence
  

Base articles

• Case Studies: How big brands use twitter, blogs, feeds, social networking
• Article: Integrated brand management for new media
• Case Studies: Good and bad examples of companies leveraging new media
• Article: Recommended Approaches to New Media Marketing; e.g. 10 pitfalls to watch out for in using twitter to promote your brand
• Guide for each media type: what is it, how to use it, strengths, pitfalls, tips, suppliers, tools, examples good and bad

Tools

• Submit to multiple social networks at once
• See what different social media are saying

Services

• Consulting - how to leverage new media
• Temporary content
• Set everything up for a brand
• SEO, design work
• Managed Advocate program (find -> encourage -> enable -> reward)
  

Website Description
Who are we? What do we do? Who needs our services? Why?

Upsell Path

1. Find examples of what users are saying about your brand; contact and offer more
2. Comprehensive look at what users are saying, today, about your brand (paid report, ongoing monitoring service, internal tools)
3. Help addressing users who say bad things
4. Help supporting users who say good things
5. Help you engage users so they say more things
6. Help you influence users to turn them into fans and say so

Books: New Media

Beyond Buzz - Lois Kelly
PR 2.0: New Media, New Tools, New Audiences - Deirdre Breakenridge

Business Plan Basics

Ante
Name, Logo, Mission, Web site, Tag line, Base articles (evergreen, ongoing updates)
Basic value: Specific Services offered, Tools - both free & paid
Mailing list, Newsletter, Weekly/monthly "fix" of value

Raise
Online guides, Printed books, Webinars, Live classes, Speaking at conferences
Case Studies, How-to guides
Significant value: Services and Tools

Additional cards
Find an emerging topic or technology, something that fits within skills and interests
Relentless focus on a specific demographic or audience

Charter Mission

Use existing knowledge of New Media to teach and help others
- Books, Classes, Case Studies, Newsletter
- No blog; enduring article web pages that are regularly updated
- Create services and tools to make a significant difference for new media penetration

Startup Plans

Mission, *USP*/Edge, Position of Strength
Brand, Logo, Web site, Tagline
Mailing list, Newsletter, Blog

Offerings
----------
*Connecting*
Content: Books, Monographs, Case Studies
Strategy Implementation Services
Education: Online and Offline
New Media Consulting
Social Network Services
Authoring Temporary Content, Blogging Services, Tweeting Services
Showcase Site
Productize

New Media Services

Corp New Media Svcs
--------
Sell interim content media services to companies
Set up corporate blog, media marketing consultant

- Consulting
- Software / Tools
- Content
- Showcase site
- Automated Content Aquisition (culled from the web)
- Social Networking
- Blog posts
- Community


Showcase site -
Professionally Designed
Columns and Depts
Targeted micro-niche
Very specific target audience
Daily publication of content
Income: Ads, Affiliates, Surveys, Tools, Subscriptions

Research Topic Followup

Research Dimensions for any Web 2.0 field
------------

Impact of Web 2.0 on that field - the 4Cs
Implications of Mobile devices and mobile web
Top articles on the topic
Top ongoing resources in that field
(web sites, blogs, vendors)
Define and Describe Industry trends

Usage
----
Blog posts
Destination article for web site
GKnol article
Image search

Posts

Blogging simply documents the journey, in an informative and interesting way; by itself, it is not the journey, except for a small number of professional bloggers.

SA Research
- Analyze an industry, compare options/solutions/products, charts, trends, speculation about the future
- Actual research can be outsourced

Creating Corporate Content

Content Services for Companies

- Focused on non-content-oriented businesses and services
- Temporary content for corporate (or major) blog - e.g. blogger taking vacation
- Turn-key corporate blog: informative, interesting, related, clean, high-level
- Articles optimized for SEO and external links, both outgoing (nudge) and incoming (linkbait)
- Additional supplemental content for filling out a blog
- Speed-blogging, to create keyword-rich sites
- Ghost-writing
- Research services
- Moderation for corporate communities and forums
- Create articles with backlinks to be submitted to knol, wikip, EZine directories (premium, well-researched, well-supported by references)
--> Reuse existing explored resources from current blogs
- Launch a new Corporate blog
- Sell how-to E-books

Consolid. Content Svcs; Corp Content Svcs

A Plan for Website Optimization and SEO

1. Traffic
Submit all posts, along with lots of other articles, to all the top social networks:
Digg, Yahoo! Buzz, Technorati, Del.icio.us, Propeller, StumbleUpon, Reddit, Mixx, Fark, Slashdot, Kaboodle, Newsvine

2. Backlinks
Submit key posts, with the appropriate keywords, to independent blogs that allow doFollow to generate backlinks.

3. Content
The best long-term solution is to create original, great content! Also, posts for wikip, knol et al.

4. Conversion
Add affiliate links.

5. SEO tools
Check out tools from Wordtracker, SEOMoz, SEOBook.

Tiered Business Plan

Tiers
Content Business
Ecom Store
Ecom Consulting
Univ comm startup

Content Business
Relentless Focus on a Specific audience
Multiple selling to the same refined demographic
Cross-sells, Upsells, Subscription (repeat) sales
Partner content and products

Content Business Ideas

The three legs of a Content business:
Write - Promote - Convert


Typical Actions
--------------------
Jump on any argument bandwagons that may be going on
Book reviews, Product Reviews + Conversion Link ("Buy Now")
Interviews + Conversion Link
Start income stream, then bootstrap for more content
Add self links in posts
Read books/articles and paraphrase
Affiliate Links


SEO possibilities
------------------------
Notes in Squidoo, Wikipedia
Connect with other bloggers
Links to other blogs and blog comments
E-Zine articles, Guest posts
Forums