“Content marketing represents the different marketing formats  that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases[…]”

While reading the articles related to content marketing basics, it can be said that only a few of them are not “captured” with the sole writer’s professional perspective:

• The people from software development/sales background (e-CMS) mostly emphasize the production of a different content formats (content as the product of some programming -  including software as a service (SaaS), mashups, etc.).
• The people form content writing/production background mostly emphasize the creation of compelling component of a content, which is very important (inbound) part of content marketing, but not the only important part.
• The people from SEO, social media, ePR and e-marketing background emphasize that the base of content marketing is the relation between SEO, social media and compelling content creation activities.

It can be noticed that there is not much said about the managerial perspective of content marketing, or what are the issues related to the implementation of content marketing strategy in an organization:

• From the broader perspective, content communication workflow (the desirable action from an user, as the result of a compelling component of a content) as the most important part of the content marketing strategy, can be implemented in the complete value chain of an organization (e.g. employers’ engagement on intranet portals, as the part of the enterprise 2.0 strategy).
• From the feasibility perspective, there are the issues related to the resources allocation (budgets, in-house activities, outsourced tasks, project management), the benefits related to the custom media creation (will you create your blog, news-blog, online magazine, etc.?), as well as the social media engagement scope (it is not the same if there is the organization’s engagement in 5 or in 50 different social media).
  The aim is to create the optimal set of content marketing activities, with the maximum results.
• From the implementation perspective, there is the issues related to the management of a content marketing activities (e.g. keywords research implemented without overlaping in the content creation; SEO & PPC activities; A/B split testing activities; tagging a uploaded content on youtube, flickr, slideshare… - These activities are done with a different specialists), the issues related to the maximization of the content life-cycle effects (e.g. it is not the same value of traffic volume and the time span for the same story in a press release or/and in a blog article).
  The aim is to cover a complete spectrum of the content marketing effects, with the focus on conversions.

Content Marketing Management is a set of activities and processes that support a creation and sharing the content, with the aim of maximizing the customer satisfaction and an organizational business results.

Content Marketing Management is not in the relation to content management, and it gives managerial perspective of content marketing activities. In the process level, Content Marketing Managment should incorporate business & marketing strategy, content strategy, content design, Web development (including SEO), Social Media Activities, as well as the Post-Click Marketing activities.
From the online conversion perspective, Content Marketing Management incorporates all content activities, including the projected content activities related to the acomplishment of an explicit online goals (visitors’ actions that lead to a conversion).

Btw. If you like this article, you can vote for it on Sphinn.com.

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This means that after a time, with some number of tweet post, this account could be seen as relevant - according to number of followers.

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After the development of the framework of a particular activities, it is much easier to create the detail map of the business processes and the responsibilities, needed to develop and maintain a social media activities within the company.

I researched a number of proposed frameworks for social media (optimization), and I found several very useful works. Here is the review of nine proposed general frameworks for social media (social media frameworks taxonomy), and the tenth is my proposition for the subject (I already created SMO Matrix, but it is related to the brand reputation management). The details for the proposed frameworks can be found on the destination Websites.

I - 11 Guidelines to Social Media Success by Eric Enge

First, I will present social media success map by Eric Enge, which is the collection of successful social media activities (advices):

1. Know your audience / Pick the right social media site to target
2. Discover the needs of your audience
3. Learn the lingo and value system
4. Make friends
5. Add unique value to the community
6. Don’t self promote
7. Make sure the information you provide is accurate
8. Be transparent
9. Be patient
10. Be prepared to let go (your content)
11. Don’t spam

II - Burton’s Group ACES Framework for Social Media

ACES is the complex framework based on the four elements:

1. Audiences
2. Capabilities
3. Enablement
4. Sustainability

It is the recommendation to examine all the given slides at the destination Website.

III - KUDOS Framework for Social Media Marketing

Kudos framework is one of the most mentioned SM frameworks (together with the ACES framework) in the search results. It is related to the definition of the strategy and the evaluation of a social media campaigns:

1. Knowledgeable (Does social media activity demonstrate knowledge on the part of the brand?)
2. Useful (Not all of social media activity is useful to the brand’s audience.)
3. Desirable (Do the brand and the audience actively want social media activity?)
4. Open (Open means honest and transparent.)
5. Sharable (Another degree further of open is making the activity sharable.)

IV - OASIS Engagement Framework for Social Marketing

OASIS is a five step process:

1. Define your Objectives
2. Know your Audience
3. Develop a Strategy
4. Plan the Implementation
5. Think about Sustainment

V - A Framework for Social Media By Mark Ouyang

This framework is the structure of desirable goals related to social media activities. Those goals can be linked to the particular proposed features which are the representation of a social media activities.

VI - Framework For Social Media Strategies by Josh Klein

In his much wider article about social media, Josh Klein defined the framework for the development of social media strategies:

1. Be Listening (Social Media Monitoring)
2. Be Great (It’s impossible to fake greatness. Not in the long run.)
3. Be Available (Engagement)
4. Have A Conversion Engine (Social media is just another part of the larger puzzle, and nothing replaces a business model.)

VII - Social Media Process by Milestone

Milestone in their presentation “Social Media Optimization Strategies” defined six steps social media process (I like this one):

1. Setting social media campaign goals.
2. Creating social media strategy/Defining promotion plan.
3. Setting up customer’s profile on social media sites.
4. Training.
5. Social media tracking/Reputation management.
6. Returns.

VIII - 14 Steps Social Media Content Creation Process from “Now Is Gone”

This is very useful part of the creation of social media strategy, related to the content creation process, from the blog of the book “Now is Gone”:

1. Clearly articulate who your stakeholders are.
2. Clearly articulate the key issues these stakeholders care about.
3. Begin by researching which, if any, top bloggers are discussing these issues.
4. Once your initial search yields important blogs, please visit them and note which social networks the bloggers use to connect (back channels).
5. Don’t just observe, participate.
6. Comprehensive industry analysis.
7. Identify the outcomes the organization would like to achieve.
8. Identify the company’s value for the marketplace.
9. Draft an editorial mission to serve the community/stakeholders.
10. Examine the company’s resources.
11. Select the outreach mechanism(s) that best fits the industry’s preferred content needs…
12. Determine who will create the content.
13. Select general content categories to provide guidance on a weekly basis.
14. Determine measurement based on outcomes…

IX - Building A Company With Social Media by Elliance

How to engage the human resources of the company in social media landscape? Search Illustrated column @ SearchEngineLand.

X - Framework for Social Media by Dragan Varagic

Finally, here is my proposal of framework for social media (v. 0.2):

Social Media Optimization Framework

1. Defining the goals and the audiences.
2. Identifying and researching the competition.
3. The analysis of the chosen social media (conversation/content analysis).
4. The selection of the communicators (the persons who will use particular social media).
5. The education about the use of chosen social media.
6. Content plan creation and the deployment for the particular social media.
7. Visual identity usage, related to the rules of the particular social media.
8. Communication plan creation and the deployment for the particular social media.
9. Social media monitoring.
10. Evaluation (real-time).

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P2P Search, Distributed Search, Community Search = User Base!

Distributed search engine concept is not new, I read some posts about this approach to Web search four years ago, and my opinion about it that it is very interesting concept regarding breaking the monopoles in search engines industry by using p2p technology as the search platform, instead of proprietary web crawlers, thousands of SE’s servers, etc. But, I did not read about some successful p2p SE’s in any mainstream media, nor blogs. Will Edgios.com be the breaker of that? Maybe!

Edgios.com follows the basic rules of p2p distributed search engines platform, which means that it is basically community search engine. Community search engines are dependable of a user base volume, which means that a user base has to be built. And, it is not easy - In fact that is also the basic concept of social media. We are living in the time of various social media, and maybe that can be the benefit of new p2p search engines.

One of not very often told stories about Google.com success starts in 1994, when a group of college students start to use search engine prototype, later known as Google. Until 1999 Google user base was pretty big, those persons used Google for several years, and that was the greatest capital of Google success. Believe it, or not.

Edgios.com Strengths and Weaknesses

Edgios.com is in Alpha phase, and there is still not a lot of users, which means that search results are not very good at the moment. You have to install software that watch your web surfing, which means that all of your security software will be alarmed. You have to trust them that it is anonymous, that they have strictly privacy rules… And, there will be a lot of issues related to Web users who are not in the position to change the security rules of the computers they use (e.g. large networks of computers). But, it works.

It is in test phase, and I think that better design is needed, but for now it is not so important.

Edgios is a US company, based in Palo Alto, CA. The company is backed by Draper Fisher Jurvetson (DFJ), a premier Venture Capital firm based in Menlo Park, CA. DFJ shares with Edgios a passion for distributed computing, having backed Skype (as well as Baidu.com), the most successful P2P startup to date. If they can engage the Skype user base in some way, then…

I would like to see p2p SE’s as the competition of Google. Do you?

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When: October 4–5 2008.

Where: Bor, Brestovačka banja

This fall’s BlogOpen is a regional friendly and professional meeting of bloggers which has, since last fall, been on the calendar of regular annual meetings of all the participants in blogosphere: authors, readers, IT workers and mainstream media.

Goals:

1. Discussion about the topics and problems characteristic of this manner of public communication;

2. Realization of virtual communication in real, public space;

3. Calling wider public’s attention to this mode of authors’ presence and to the importance of an information society;

4. Promotion of an information society, electronic communication and the role of Internet as a source of information, educative tool, interpersonal networking and fostering of democracy;

5. Making notice of the most significant and most successful blogging authors and their impact as creators of public opinion and as sources of information.

More info…

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When the study is observed through the organizational communication level, there are the strong evidences related to the proliferation of less controllable online communication environment, through the significant rise of new “super influencers”.

“In Brazil a stunning 24% of active internet users fall into the super influencer category. They are followed by India, Mexico and Pakistan – demonstrating how internet users have found their voice thanks to their massive use of social media in these markets.”

In addition, I would like to emphasize the issue raised on the ReadWriteWeb discussion related to mentioned survey – What is an offline relationships impact of an online influencers? In my opinion, there is a lot more chance that offline influence of some person can be spread easily in online world (when the reputation management transfer is done correctly), related to pure online engagement of some person.

My experience tells me that the best influence results I have in the face-to-face communication, in both cases – when I know person from offline and online World. The best examples for spreading an online influence in offline world are niche conferences… It is the easiest way how to meet influencers and brought their attention to you.

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Interestingly, some people thought that I am from Russia, but I am from Serbia

I did not post new articles on my English blog for some time, and I am still very well placed on the both lists Furthermore, I had Google PR 4 several months ago, until Google penalize me because I had Text  Link Ads. At the moment, I have only Google PR 2. Without that change I would be even better placed

When I do not publish posts on my blog, you can follow my recommendations through my Twitter account (it can be found at the sidebar of this blog).

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I am very glad that the Robin Hamman from BBC has the post about my presentation. He has one of the several most influential blogs about journalism in UK.
I can only add to Robin’s review that the most important factors of social media influence measurement (processes) and metrics (attributes) are who are the visitors of some blog (are they influential related to given content).

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As the value-added content for the mentioned article, there are the 12 slides covering the management of a company’s online reputation, where is very clear that the online reputation management strategy is actually social media optimization strategy.

ORM and SMO are very advanced online PR activities, with a lot of proactive work, but the reality is that a majority of companies use reactive response to the negative online coverage, as Andy Beal wrote in his article, as the reaction of the online reputation management service industry declaration.

The activities regarding the suppress of a negative online coverage on the search engines - Search Engine Reputation Management, are practically a reversed SEO. SEO practitioners extend theirs services, and a companies are only cover the problem, away from solving it.

It means that we are so far away from a mass use of the proactive strategies regarding the online reputation management.

Btw. If you like this article, you can vote for it on Sphinn.com.

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Today, I read the article “Who Are The Top Tech Bloggers?” from TechCrunch, and now I want to cover subjects - Who are the most influential bloggers, and how they interact with their users/site visitors. I am using as example only a several of the most influential bloggers, and you can extend this “observation” by your own opinions (please do).

Who is missing?

First, I have to notate that mentioned TechCrunch’s list, within the more influential (and better) list AdAge Power 150, do not have the all needed sources to discuss the most influential blog sources, or bloggers.

For example, in my opinion one of the world’s leading e-marketing expert is Dave Chaffey, and I did not see his blog around some lists of the most influential bloggers. He is maybe the only person I read about (including his books) who combine the REAL e-marketing science knowledge, with the REAL e-marketing practice.

It is the pretty similar situation with the E-consultancy news-blog. E-consultancy services, within the services provided by MarketingSherpa.com (Sherpa Blog), are the most serious online services related to e-marketing and e-commerce industries (in general) for the professionals in these fields.

Are the influencers listen their own users?

Let’s discuss the basic comments issues on some of the most influential blogs.

E-marketing

Related to the e-marketing subject (mostly), on the first page of my main Netvibes account I have only these sources: ReadWriteWeb.com, E-consultancy.com news-blog, TechCrunch.com, Dave Chaffey’s blog, Micro Persuasion, Sherpa’s Blog and Sphinn.com.

From time to time, I go on CopyBlogger.com, SearchEngineLand.com and ProBlogger.net.

• The best “conversation experience” (easy to read comments, easy to post, trackbacks, links from comments) I have with TechCrunch.com, with their excellent trackbacks and the ease of posting (and appearing) the comments. In my opinion this is the best blog’s comments practice.
• I am also satisfied with ReadWriteWeb.com comments experience.
• E-consultancy news-blog is also ok with the comments, although they are not so readable as the comments on TechCrunch.com and ReadWriteWeb.com.
• Dave Chaffey’s blog is very incorporated in his Website, and it needs a new “face-lift” related to the blog best practice development.
• I do not like the linking policy on Micro Persuasion.com.
• Sherpa Blog’s comments are moderated, and I like more the practice of TechCrunch.com.
• CopyBlogger.com and Problogger.net are ok, and I do not like at all SearchEngineLand’s comments policy (registration, comments in iFrames).

Online PR

Related to this subject, I will mention only www.briansolis.com and falkow.blogsite.com. They are both not very friendly with their engaged users…

What are your opinions about your favorite bloggers?

Btw. If you like this article, you can vote for it on Sphinn.com.

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