A Tale of Two Decks (Slideshare Experiment)

Tale of Two Decks Image

 

This is an experiment on Slideshare. This is…A Tale of Two Decks.

Let’s start at the beginning. Recently, I shared the stage with Michelle Killebrew at the Intelligent Content Conference 2015 in San Francisco. If you didn’t attend the event, you missed our somewhat unorthodox presentation where we told “a story about storytelling.”

Note: All videos from the ICC conference are available online. Watch the video of our Long and Short presentation. This is my Intelligent Content Conference 2015 Recap blog post.

Usually the best way to understand a presentation is, well, to see it presented. Realistically, there are only so many conferences any one person can attend, so a lot of us check out Slideshare for interesting and useful presentations.

We planned to simply upload the deck, but that would lose some meaning, since we can’t be there to offer the voice overs and other descriptions. I’ve uploaded other decks in the past, most of them about healthcare marketing and visual storytelling. The decks are clear during the presentation, but would be a bit vague if you didn’t see it presented in person.

This time we decided to try something different. We maintained one master deck, which we called the Original Version. Other than a few minor edits, the deck was a record of how we presented at ICC. The second was a version with comments and call outs, which we called the Annotated Version. This version included slides that we’d removed for time and added several additional slides to enhance the download experience. More on this later. Continue reading

Intelligent Content Conference 2015 Recap

ICC 2015 Recap Graphic

I’m tired, but I just can’t stop smiling. Travel is exhausting, but I am still energized. The things I’ve learned in this past week make all the travel an’ tribulations worth the efforts. It lifts the spirits, and I feel great.

This past week, I attended Intelligent Content Conference 2015 in San Francisco. It’s an annual, can’t-miss professional event for content marketers, content strategists, and content engineers. It is one of the few conferences that I depend on, quite literally, to progress my career as a content strategist. From basic concepts to advanced techniques, the ICC has guided my personal learning journey for several years.

The speakers are world-class educators who bring real-world examples to the stage. Many conferences are only about big ideas. This conference is about the big ideas and how to make them work in your organization.

After years of being the the brainchild of Ann Rockley and Scott Abel, the Intelligent Content Conference changed hands to be run by Joe Pulizzi, the godfather of content marketing and the Content Marketing World Conference. Continue reading

600,000 Years of Health Storytelling (Video)

Check out my presentation on content strategy for the web. This one includes Grok the Caveman, who was the world’s first healthcare educator.

In this presentation, I discuss how our ancestors used visual storytelling to communicate health messages. Our DNA is encoded to respond to visual stories, which we should be leveraging to share health information.

This particular presentation was delivered to our internal staff at Ogilvy CommonHealth in the Parsippany, NJ office. If you enjoyed this, be sure to check out my blog post “Epic Tales of Marketing Storytelling.” Continue reading

If You Can Survive This…

survive this graphic

“If you can survive this, you can survive anything.”

Those are the last words my father said to me as he dropped me off to go to wrestling camp in my senior year of high school. The coach encouraged all of us to participate in a week of intense character and muscle building with college coaches and athletes at Lehigh University.

It sounded great when the coach told us, and I begged my parents to let me go. As I stared at the bus idling in the parking lot, it felt like a huge mistake.

He nudged me out of the car, said the words, and drove off. I considered how fast I’d have to run to catch the car at the streetlight, but he was gone. I had no choice, except to survive my own poorly considered decision.

Every day of our lives and careers we are faced with decisions. Most are trivial, but sometimes we’re staring down some serious, career-altering challenges. Learning to survive is something genetically coded into our DNA, yet we often walk away from challenges that might make us better people.

There’s always going to be a challenge. Something just slightly beyond the you that you think you are and the you that you need to become in survival mode.
Continue reading

Buddy Scalera’s 2013 Conference and Speaking Recap

This was a busy year for me in terms of presentations and appearances. Content marketing has become a hot topic, so these days I’m out there talking about some of the how-to elements of getting started.

A few people have mentioned that I need to keep track of these speaking appearances better, so I created this post to document 2013.

 

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn.  ICC2013 - San Francisco

Buddy Scalera explains content strategy using Grok comics drawn by Pat Quinn. ICC2013 – San Francisco

FEBRUARY:
February 7-8, 2013
The year kicked off with the Intelligent Content Conference 2013 in San Francisco. This event is one of the most technically advanced events, so the speakers are encouraged to talk about the how-to aspects of creating intelligent content. One of the organizers is Ann Rockley, who is an industry thought leader on XML-driven content. The other organizer is Scott Abel, the Content Wrangler, who is deeply involved with the technical details behind content management across multiple channels.

Anyway, I spoke at the ICC 2013 and delivered a presentation called “Channel-Agnostic Content Strategy for Happy Marketers.” It’s a deep dive into how content needs to be developed and managed to flow across multiple platforms. We had slightly tighter time slots, so the idea was to get into your story fast. It was a good approach that stripped out the fluff and forced you to get into the specifics of content formatting.

This is the deck I presented:

Continue reading

Upcoming: Content Marketing World 2013 in Cleveland

Poster promoting Content Marketing World 2013 featuring Buddy Scalera, Tim Washer, Sarah Skerik, and Jeff Rohrs

Poster promoting Content Marketing World 2013 featuring Buddy Scalera, Tim Washer, Sarah Skerik, and Jeff Rohrs

In a few days, I’ll be presenting at Content Marketing World in Cleveland, one of the premiere events in marketing and content strategy. If you work in content, content marketing, content strategy, analytics, or social media, this is the must-attend event of the year.

Joe Pulizzi and the conference planners have created and shared some clever materials, including a series of posters featuring different speakers. Of course, we love to see our names, so everyone on the poster is sharing it on their social channels. My poster in the series has a disco theme and includes Jeff Rohrs, Sarah Skerik, and Tim Washer.

I talk to my clients a lot about social and viral assets. This is an excellent real-time example of how to create content assets that travel through sharing and endorsement.

They’ve also created a SlideShare presentation that included quotes from many of the speakers. And, of course, the views and likes for this thing are impressive as hell.

The original PowerPoint asset was posted August 14, 2013 on SlideShare. As of this writing, it’s already at 34,819  views. Remember, this is a deck leading up to a business conference. This isn’t some goofy pop culture thing from MTV or People magazine, so you don’t usually see view rates like this on business content.
Continue reading

Interview with Health 2.0 Matchpoint for My Healthcare Speaking Event

Next week, I’m honored to be moderating a panel at Health 2.0 Matchpoint | East. As with my last conference, I thought it would be interesting to interview one of the convention planners.

Actually, they interviewed me first, and that Q&A is on the Health 2.0 website: Buddy Scalera of Ogilvy CommonHealth on Consumer Engagement

This next interview is quite interesting, at least from my perspective. Usually I am working closely with professional marketers and technology innovators in pharmaceutical marketing.

This particular interview is with Joy Bhosai, who comes to health technology from the healthcare side. Joy graduated Yale University with a degree of Master of Public Health (MPH). If that’s not enough, she went on to get her MD from UCSF. Not too shabby.

Joy is one of the people trying to drive innovation and new thinking in healthcare. Let’s hear what she has to say about health technology, healthcare innovations, and thought leadership.

 

BUDDY SCALERA: First, tell me who you are and what role you play at Health 2.0.

Joy Bhosai, Matchpoint Director for Healthcare 2.0.

Joy Bhosai, Matchpoint Director for Healthcare 2.0.

JOY BHOSAI: Joy Bhosai and I’m Health 2.0’s Matchpoint Director. Matchpoint is a program where we work with industry leaders to identify and select innovator companies to meet with. The Matchpoint program was established to help our sponsors separate signal from noise when evaluating health tech startups. We can identify companies with a lot of promise for partnerships, since we work to understand how emerging technologies meet the needs of our sponsors– who range from health providers such as Kaiser to payors like UnitedHealth.

 

Okay, so we’re going to be meeting at this Matchpoint | East event. This is new to me. Can you explain what people will be doing there?

Matchpoint | East consists of both meetings and workshops. Health tech companies go through an application process for which our team and our sponsors select participants to attend. Traditionally, over 500+ apply and 10-15 companies get select to meet with their sponsoring host. Each company selected is given 15 minutes to meet with their respective host sponsor. These lead to high yield, effective meetings for both parties.  In between the meetings, we also have workshops that are led by leading health tech experts for everyone to attend. Continue reading

Interview with PR News for My Next Content Strategy Presentation

Steve Goldstein of PR News.

Steve Goldstein of PR News.

Every once in a while, you gotta turn things upside down, right? Right. Let’s do it.

Next week, I’ll be speaking at the PR News Content Marketing Bookcamp. They posted a description of my panel and even ran a nice interview with me. I’m pretty excited to be meeting Ben Shields of ESPN, since we’ll be sharing a stage together for our panel. Good stuff.

But…I wanted to do something a little different. This time, I turn the tables and interview the convention organizer. In the hot seat is Steve Goldstein, who is the editorial director, events, for PR News. Let’s see what he has to say about the upcoming event…

 

BUDDY SCALERA: First off, hello. We’ve never actually met in person, but I am going to be speaking at one of your upcoming conferences. Can you tell me a little about the upcoming event?

STEVE GOLDSTEIN: What we’re doing is gathering thought leaders in content marketing from brands and from PR agencies to show PR professionals how they can help their brands and clients amp up their content strategy and, not incidentally, create content that’s shareable. Continue reading

Speaking at Intelligent Content Conference 2013 in February

See Buddy Speak at Intelligent Content Conference 2013

See Buddy Speak at Intelligent Content Conference 2013

West Coast! It’s been a long time since we’ve seen each other, maybe too long.

Let’s get together at the Intelligent Content Conference 2013 in San Francisco on February 7-8, 2013. I’m packing now to bring some East Coast fun to the City by the Bay.

If you’re a content marketer, this is one of the big conferences you should attend. I’ll be there to deliver my presentation on Feb 8th at 2:00. Here’s the description:

Channel-Agnostic Content Strategy for Happy Marketers
Learn why “intelligent content” is an inevitable future for multi-channel marketing. Developing channel-agnostic content is rapidly becoming the only way to address the proliferation of emerging channels and new devices. Brands are publishers and content is liquid. Marketing teams need to consider how to share messages across the platforms that their customers are using. Intelligent, channel-agnostic content development, governance, and maintenance will ensure that your marketing team is happy (i.e., employed) and prepared for the future.

You’ll see a lot of the stuff you’ve come to know and love including my sparking personality, these rock-hard abs, and some amazing comic book art. Continue reading

Three Steps to a Better Presentation & Story

PowerPoint Logo 2008 Mac

Precondition your audience at the start of your presentation.

If you’re delivering a business pitch, you are trying to share an idea that the client will want to buy. That means it needs to be memorable. As a presenter, you need to make sure that your future client knows what the heck you are trying to say.

Don’t just tell them that you’re good at delivering a powerful message. Prove it in your presentation.

Here’s a good piece of advice for making presentations memorable, which I learned from my friend and co-worker, John Spingler (aka Sping).

Here are three basic steps to delivering a memorable pitch and marketing story:

  1. Tell them what you are going to tell them.
  2. Tell them.
  3. Tell them what you just told them.

Sounds really simple, right?

But if you’ve ever suffered through a dull PowerPoint presentation and wondered “where is this going?” then you know that delivering a clear message isn’t so simple. When a presentation lacks focus, it’s hard for your listener to remain focused. Continue reading