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Content Marketing Bootcamp for Brands

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360i
360i

The document is a presentation about content marketing by Rosie Siman, a senior strategist at 360i. It discusses how consumers are increasingly creating and consuming user-generated content online. It emphasizes that for brands to be successful, they need to develop stock and flow content, syndicate their content across paid, owned and earned channels, and optimize their efforts using data and social listening. The presentation provides examples from brands like Oreo, Calvin Klein and Amex to illustrate best practices in content marketing.

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Social Media Week 2013: Content Marketing Bootcamp Beyond the buzzword: What you really need to know & how to bring it to life for your brands. Presented by: Rosie Siman, Sr. Strategist @360i PROPRIETARY & CONFIDENTIAL
Hi! I’m Rosie! i’m on twitter as @rosiesiman (let’s keep in touch!) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 2 3
I work at 360i as a social strategist (and it’s pretty awesome) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 3
BTW, we’re hiring! PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 4
BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
Before we start... PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 6
Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
Content or commercial? Source: Facebook.com/Oreo PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 9
Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 10
Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
WTF is content? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 12
Tweets Status Updates WTF is content? Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM Poll/Survey Video Clip THE PIECES OF YOUR BRAND STORY. Lists Slideshare Presentation [THINK BIG. REAL BIG.] Podcast Short Film Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App tweet along: @rosiesiman / @360i / #SMWcontent
WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
Why are we here today? CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010 Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 15
Consumers are more familiar with self-publishing tools PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 16
And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
And then there’s this whole curation thing Image Credit: Corrine W PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 18
It doesn’t look like it’s going away PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 19
CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 21
Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
1 // Content Development Content development should include stock & flow. What this means for your brand: Develop a content marketing framework.
1A // A brief pause to dissect “stock” & “flow” (CREATION AND CURATION OF): + STOCK FLOW “Stock is the durable stuff. It’s “Flow is the feed. It’s the the content you produce posts and the tweets. It’s the that’s as interesting in two stream of daily and sub-daily months (or two years) as it is updates that remind people today.” that you exist.” PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 24
1A // A brief pause to dissect “stock” & “flow” (Typically) Flow (Typically) Stock Micro Base Hero Superhero Tweets Blog Posts Slideshare Presentation Event Status Updates Newsletter Podcast Film Sound Bite Short Film/Edited Video Webinar Altered Image/Meme Magazine Whitepaper Quiz Lecture E-Book Poll/Survey Infographic Transmedia/ARG Experience Video Clip Widget App Lists PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 25
1A // Oreo’s Daily Twists were timely & relevant The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 26
1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES CROSS PROMOTION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
2 // Syndication & Distribution Don’t assume that if you build it they will come. What this means for your brand: Optimize paid, owned & earned media.
2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
2 // Build in cultural relevance to leverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 31
2 // A well-defined voice can also help make content sticky PERSONALITY TONE LANGUAGE CONTENT You’ll want to make sure Tone may change based Personality and tone can be It’s not just what you say you’re authentic – but by on content or audience, but and how you say it, but what interpreted differently. outlining personality traits those changes should be Setting linguistic guidelines you share. Defining your and acting more like a nuance – An overarching brand’s social tone of voice will help all content creators person and less like a tone will set the stage of corporation, you’re giving have specific rules they can will help set standards for how you behave. your community a reason to check themselves against. content creation and engage. curation. Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 32
+ // Additional reading available Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 33
3 // Optimization Use data to help you optimize content. What this means for your brand: Build a feedback loop into your process.
3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
Oh, and brands are catching on.
Fast Company ties in e-commerce Fast Company curated a pop up shop through flash sale site Fab.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 37
Amex harnesses the power of small business owners Amex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 38
Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
So I leave here & do what?
So I leave here & do what? 1 // LISTEN 2 // PLAN 3 // BE NIMBLE 4 // MEASURE & SHOWCASE SUCCESS.
Listen: Ask your community manager to share insights PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
Listen: Ask your community manager to share insights 10k Likes 4.5k Likes 431 Shares 226 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
Plan: Build a team & put a plan on paper PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper RESEARCH/ LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper RESEARCH/ PLANNING LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper CONTENT STRATEGY CAMPAIGN BRAND STRATEGIES VOICE DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER PARTNER SHIPS DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT THE- BUCKETS SCENES TEMPLATES CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
Be Nimble: Create a simplified approval process ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
Be Nimble: Create a simplified approval process FASTER CONTENT APPROVALS ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
Be Nimble: Create a simplified approval process FASTER CONTENT UNDERSTAND APPROVALS THE RULES ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
(Cultural relevance fades fast) Search Volume for “Binders of Women” Source: Trends.Google.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 45
Measure & Showcase Success: Focus on what matters. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 46
BUT REMEMBER... “Rules are what the artist breaks; the most memorable work never emerged from a formula.”
Tying it all back together. CHANGE AGENT MARKETING IMPACT Digital platforms are empowering consumers Content is a powerful way to connect with people to create, curate and share more content. in the same ways they are already connecting As a result, content is becoming central to with each other. Successful programs will create how people interact online – with each other cultural relevancy + open the door to and with brands. conversations with their customers. CHALLENGES NEXT STEPS Content marketing is an evolving space that is Develop a content strategy that addresses not so easily defined. It’s not just about the three key pillars: content development; creating great content – it’s about making sure architecture and optimization. you deliver it in the right environments, to the right audience, at the right time. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 48
Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
Let’s be on the same team. What’s your word? tweet along: @rosiesiman / @360i / #SMWcontent 49
THANK YOU! <3 @rosiesiman http://bit.ly/360iSMWcontent ...& a shameless plug: thetuesdayten.com

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Content Marketing Bootcamp for Brands

  • 1. Social Media Week 2013: Content Marketing Bootcamp Beyond the buzzword: What you really need to know & how to bring it to life for your brands. Presented by: Rosie Siman, Sr. Strategist @360i PROPRIETARY & CONFIDENTIAL
  • 2. Hi! I’m Rosie! i’m on twitter as @rosiesiman (let’s keep in touch!) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 2 3
  • 3. I work at 360i as a social strategist (and it’s pretty awesome) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 3
  • 4. BTW, we’re hiring! PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 4
  • 5. BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
  • 6. BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
  • 7. Before we start... PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 6
  • 8. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
  • 9. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
  • 10. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
  • 11. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
  • 12. Content or commercial? Source: Facebook.com/Oreo PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 9
  • 13. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 10
  • 14. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
  • 15. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
  • 16. WTF is content? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 12
  • 17. Tweets Status Updates WTF is content? Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM Poll/Survey Video Clip THE PIECES OF YOUR BRAND STORY. Lists Slideshare Presentation [THINK BIG. REAL BIG.] Podcast Short Film Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App tweet along: @rosiesiman / @360i / #SMWcontent
  • 18. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
  • 19. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
  • 20. Why are we here today? CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010 Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 15
  • 21. Consumers are more familiar with self-publishing tools PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 16
  • 22. And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
  • 23. And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
  • 24. And then there’s this whole curation thing Image Credit: Corrine W PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 18
  • 25. It doesn’t look like it’s going away PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 19
  • 26. CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
  • 27. CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
  • 28. Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 21
  • 29. Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
  • 30. 1 // Content Development Content development should include stock & flow. What this means for your brand: Develop a content marketing framework.
  • 31. 1A // A brief pause to dissect “stock” & “flow” (CREATION AND CURATION OF): + STOCK FLOW “Stock is the durable stuff. It’s “Flow is the feed. It’s the the content you produce posts and the tweets. It’s the that’s as interesting in two stream of daily and sub-daily months (or two years) as it is updates that remind people today.” that you exist.” PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 24
  • 32. 1A // A brief pause to dissect “stock” & “flow” (Typically) Flow (Typically) Stock Micro Base Hero Superhero Tweets Blog Posts Slideshare Presentation Event Status Updates Newsletter Podcast Film Sound Bite Short Film/Edited Video Webinar Altered Image/Meme Magazine Whitepaper Quiz Lecture E-Book Poll/Survey Infographic Transmedia/ARG Experience Video Clip Widget App Lists PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 25
  • 33. 1A // Oreo’s Daily Twists were timely & relevant The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 26
  • 34. 1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
  • 35. 1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
  • 36. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 37. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 38. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 39. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 40. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 41. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 42. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 43. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 44. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 45. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES CROSS PROMOTION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 46. 2 // Syndication & Distribution Don’t assume that if you build it they will come. What this means for your brand: Optimize paid, owned & earned media.
  • 47. 2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
  • 48. 2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
  • 49. 2 // Build in cultural relevance to leverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 31
  • 50. 2 // A well-defined voice can also help make content sticky PERSONALITY TONE LANGUAGE CONTENT You’ll want to make sure Tone may change based Personality and tone can be It’s not just what you say you’re authentic – but by on content or audience, but and how you say it, but what interpreted differently. outlining personality traits those changes should be Setting linguistic guidelines you share. Defining your and acting more like a nuance – An overarching brand’s social tone of voice will help all content creators person and less like a tone will set the stage of corporation, you’re giving have specific rules they can will help set standards for how you behave. your community a reason to check themselves against. content creation and engage. curation. Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 32
  • 51. + // Additional reading available Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 33
  • 52. 3 // Optimization Use data to help you optimize content. What this means for your brand: Build a feedback loop into your process.
  • 53. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 54. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 55. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 56. Oh, and brands are catching on.
  • 57. Fast Company ties in e-commerce Fast Company curated a pop up shop through flash sale site Fab.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 37
  • 58. Amex harnesses the power of small business owners Amex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 38
  • 59. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 60. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 61. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 62. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 63. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 64. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 65. So I leave here & do what?
  • 66. So I leave here & do what? 1 // LISTEN 2 // PLAN 3 // BE NIMBLE 4 // MEASURE & SHOWCASE SUCCESS.
  • 67. Listen: Ask your community manager to share insights PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 68. Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 69. Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 70. Listen: Ask your community manager to share insights 10k Likes 4.5k Likes 431 Shares 226 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 71. Plan: Build a team & put a plan on paper PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 72. Plan: Build a team & put a plan on paper RESEARCH/ LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 73. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 74. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 75. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 76. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 77. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 78. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 79. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 80. Plan: Build a team & put a plan on paper CONTENT STRATEGY CAMPAIGN BRAND STRATEGIES VOICE DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 81. Plan: Build a team & put a plan on paper CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 82. Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 83. Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 84. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 85. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 86. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 87. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 88. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 89. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER PARTNER SHIPS DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT THE- BUCKETS SCENES TEMPLATES CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 90. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 91. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 92. Be Nimble: Create a simplified approval process ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 93. Be Nimble: Create a simplified approval process FASTER CONTENT APPROVALS ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 94. Be Nimble: Create a simplified approval process FASTER CONTENT UNDERSTAND APPROVALS THE RULES ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 95. (Cultural relevance fades fast) Search Volume for “Binders of Women” Source: Trends.Google.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 45
  • 96. Measure & Showcase Success: Focus on what matters. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 46
  • 97. BUT REMEMBER... “Rules are what the artist breaks; the most memorable work never emerged from a formula.”
  • 98. Tying it all back together. CHANGE AGENT MARKETING IMPACT Digital platforms are empowering consumers Content is a powerful way to connect with people to create, curate and share more content. in the same ways they are already connecting As a result, content is becoming central to with each other. Successful programs will create how people interact online – with each other cultural relevancy + open the door to and with brands. conversations with their customers. CHALLENGES NEXT STEPS Content marketing is an evolving space that is Develop a content strategy that addresses not so easily defined. It’s not just about the three key pillars: content development; creating great content – it’s about making sure architecture and optimization. you deliver it in the right environments, to the right audience, at the right time. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 48
  • 99. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 100. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 101. Let’s be on the same team. What’s your word? tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 102. THANK YOU! <3 @rosiesiman http://bit.ly/360iSMWcontent ...& a shameless plug: thetuesdayten.com

Hinweis der Redaktion

  1. find laurie and shout out
  2. before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
  3. before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
  4. (live vote) but all content does not have to resemble an ad. this better resembles a music video and is one of my all time favorite ads/pieces of branded content. It’s a known fact: Minivans just aren’t that cool and really haven’t been for quite some time now. Apparently, however, someone forgot to tell the millions of people (and counting) that have viewed Toyota’s “Swagger Wagon” online commercials over the past few weeks. Here is where they were shared the most: 1. Facebook: 199,287 shares 2. Twitter: 4,584 tweets 3. Blogs: 687 blog posts (plus one more to include this post) 4. YouTube: 2,770,608 views (including 1,066 comments)
  5. (live vote) remember this? red bull sent felix baumgartner to the edge of space and back down to earth the built a website and released teaser, interviews, science, stats
  6. (live vote) now this, this is more like an ad. i quite like this model though. do something cool &amp; then tell the world about it.
  7. alright alright so what the fuck is content. turns out a lot of things are content. this is content. this is content. this is definitely content. but this is content too. i’d argue all ads are content - not necessarily all GOOD content, but content. but all content does not have to resemble an ad.
  8. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  9. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  10. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  11. this can include an editorial calendar, a brand voice doc, and ultimately a content strategy
  12. tie it back to a business objective
  13. you can build in cultural relevance
  14. you can build in cultural relevance
  15. you can build in cultural relevance
  16. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  17. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  18. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  19. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  20. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  21. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  22. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!