How to be social with micro content

CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM

Shrink, shred & share How to be social with micro content

11 October 2013 Pieter Vereertbrugghen, Cypres twitter.com/PieterVereert


Towards a more social Internet

250.000 sites — 45 000 000 global users

Published content

User generated content

WEB 1.0 The mostly read-only web

1996



250.000 sites — 45 000 000 global users

Published content


WEB 1.0 The mostly read-only web

1996

634.000.000 sites — 2 400 000 000 global users

WEB 2.0 The widely read-write web

Published content


Collec've intelligence

2012



My feeling is that, although at this moment the amount of user generated content might be lower than the amount of published content, the impact of user generated content is higher then the impact of published content. This impact is one of the reasons that companies without some kind of user generated content really should think twice.


The use of social networking sites continues to rise on all devices


Time spent on Social Networks Sites

June 2010

June 2013

50,434

19,850

70,284

59,237

96,360

15,320

170,917

+17%

+385%

N/A

+143%

Million of minutes


YOU CANNOT BE SOCIAL WITHOUT CONTENT


Source: The New York Times


Content comes in different formats

Long-form content ⤫  Articles ⤫  Blog posts ⤫  Ebooks ⤫  Podcasts ⤫  Presentations ⤫  Press releases ⤫  Product information ⤫  Reviews ⤫  Videos ⤫  Webinars ⤫  White papers ⤫  …

Micro content ⤫  Abstracts ⤫  Apps ⤫  Comments ⤫  Diggs ⤫  Infographics ⤫  Likes ⤫  Photos ⤫  Polls ⤫  Ratings ⤫  (Re)tweets ⤫  Short videos ⤫  SMS ⤫  Updates ⤫  Widgets ⤫  …


Web 1.0 meaning of micro content (Jakob Nielsen, 1998)

Small phrases ⤫  to indicate the content of a web page (headlines, subheads, …)


Web 1.0 meaning of micro content (Jakob Nielsen, 1998)

Small phrases ⤫  to indicate the content of a web page (headlines, subheads, … ⤫  for display ‘out of context’ in search result lists, bookmark lists, …


MICRO CONTENT 1.0 WAS ABOUT INFORMATION ON PAGES


Web 2.0 meaning of micro content (Anil Dash)

Small phrases with their length dictated by the constraint of ⤫  a single main topic (>a piece of information ,≠ pages) ⤫  the physical and technical limitations of software and devices


Web 2.0 meaning of micro content


MICRO CONTENT 2.0 IS ABOUT PIECES OF INFORMATION


Why micro content now?

Because we are living in a world of Information overload + ambient connectivity + microdevices



Pa/ Maes on TED Talk — 6th sense h9p://www.ted.com/talks/pa/e_maes_demos_the_sixth_sense.html

⤫  You don’t need to be a professional writer ⤫  It only takes 15 minutes a day ⤫  It can still drive inbound leads and benefits



Easy part of content marketing


MICRO CONTENT & LONG-FORM CONTENT ARE COMPLEMENTARY


Long-form content is the main dish

Great for:

⤫ offering deep value ⤫ establishing thought leadership ⤫ building a serious reputation


Micro content is the appetizer

Great for:

⤫ grabbing attention ⤫ driving traffic to your long-form content ⤫ engaging and being agile ⤫ maintaining relationships ⤫ promoting utilities (not your company) ⤫  instant (short) information


Some ways to use micro content

⤫  Tweet my blog post headlines or subheads (with a call to action).

I use it to:



Post comments in business groups (f.e. LinkedIn) ⤫  Be part of Q&A groups ⤫  Give answers with my keywords and CT to our website

I use it to:



⤫  Advertise on social sites f.e. LinkedIn

I use it to:



⤫  Tweet tips for micro learning ⤫  Post images and links from your blog posts as status

updates ⤫  Promote long-form (written) content or tweet tips with

micro videos (vine.com, keek.com,…)

You can also use it f.e.:



There are a lot of tools that help you create and manage your micro content: ⤫  Use Buffer.com to schedule your tweets for the best

possible time throughout the day

They will help you…



There are a lot of tools that help you create and manage your micro content: ⤫  Use Buffer.com to schedule your tweets for the best

possible time throughout the day ⤫  Create and share quotes from

your long-form content as images (using PushQuote, ShareAsImage,…)


Once you realise

that content is a

strategic asset,

you’ll want to

assess its quality.



There are a lot of tools that help you create and manage your micro content: ⤫  Use BufferApp.com to schedule your tweets for the best

possible time throughout the day ⤫  Create and share quotes from your long-form content as

images (using PushQuote, ShareAsImage,…) ⤫  Use binkd.com to organize a Twitter polls, contests,… to

build buzz and increase brand engagement

⤫  …



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What is your micro content strategy?

Some questions to ask yourself (or Cypres)

⤫ How will you use micro content to promote your long-form content?

⤫ Do you have macro content that you can unbundle?

⤫ Which micro content platforms are your audience members using?

⤫ Who in your organisation can create micro content (think outside communications departement, please)

⤫ What is your visual micro content strategy?

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How to be social with micro content