This document discusses how to create useful and engaging social media content. It emphasizes focusing content on experiences people live and making it usable, rather than just flashy or edgy. Content should provide value to fans by being timely, relevant and relatable to their lives. The document also stresses listening to fans and understanding their perspectives to inform content creation. Context is key, and content works best when building on trends and popular culture in a way that expresses brand passion and drives business. Storytelling about emotions and experiences behind a brand is most effective at engaging audiences.

2. LET’S START
TODAY YOU ARE HERE TO TAKE SOMETHING
USEFUL WITH YOU
JUST LIKE YOUR FANS: THEY WANT
SOMETHING USEFUL FROM BRANDS
image by Radio Saigón on Flickr

3. OK, SO… WHAT IS USEFUL?
IS IT SOMETHING FUNNY? ENGAGING? EDGY?
DISRUPTIVE?
*THESE ARE JUST FIREWORKS
image by Mark Hillary on Flickr

4. USEFUL IS
SOMETHING USABLE!
*I.E. SOMETHING VALUABLE THAT YOUR FAN
BASE IS WILLING TO SHARE, LIKE, COMMENT
AND APPRECIATE

5. THINK: USEFUL
MAKE: USABLE
ASK YOURSELF, DO ANY OF THESE
APPLY TO MY CONTENT?

6. GIVE SOMETHING BACK
MAKING IT USEFUL

7. THE SAME CONCEPT
WITH A SMALL TWIST
BECOMES MORE
USABLE AND DRIVES
BETTER ENGAGEMENT

8. CONTEXTUALLY,
PROMOTING THE
MM TECHIES
TEAM
+
*MM TECHIES IS A GROUP OF
EXPERTS READY TO SUPPORT
THROUGH SOCIAL MEDIA

10. THINK CONTEXTUALLY AND
FOCUS ON THE EXPERIENCES
PEOPLE LIVE image by Fabio Venni on Flickr

11. TAKE ADVANTAGE
OF POP CULTURE!
*POPULAR CULTURE IS THE ENTIRETY OF IDEAS, PERSPECTIVES,
ATTITUDES, MEMES,IMAGES, AND OTHER PHENOMENA THAT
ARE WITHIN THE MAINSTREAM OF A GIVEN CULTURE

12. BE: RECOGNIZABLE
BE: TIMELY
BE: RELEVANT
ASK YOURSELF, HOW DO MY
CUSTOMERS USE MY PRODUCT?

13. LISTEN & UNDERSTANDBEING PART OF POP CULTURE

14. JUST BY SEARCHING #CHILLBOX ON
INSTRAGRAM WE REALIZED THAT
THERE WAS A MOVEMENT IN THE
WORKS…
PEOPLE WERE USING THE TOPPINGS
AS A WAY TO EXPRESS THEMSELVES…
ACTUALLY IT IS SOME KIND OF ART
FORM

15. CHILLBOX STARTED BUILDING CONTENT AROUND THIS AMAZING REVELATION

16. CHILLBOX IS TAKING IT ON TO THE
NEXT LEVEL BY ENABLING USERS TO
FEEL MORE COMFORTABLE WITH THE
CONTENT PLATFORMS THAT THEY
USE.
WHATS NEXT?

17. “PEOPLE DON’T SHARE STUFF BECAUSE
THEY NOTICE IT. PEOPLE SHARE STUFF
BECAUSE ITS VALUABLE” HELGE TENNO
image by Fahim Fadzlishah on Flickr

18. PASSION IS SOMETHING
VALUABLE!

19. PASSION: BRAND
VALUE: BUSINESS
HOW DO I PRODUCE CONTENT THAT
DRIVES BRAND AND BUSINESS?

20. CONTENT SHOULD FOCUS
ON THE STORIES BEHIND
THE EMOTIONS image by Shay on Flickr

21. BRAND

25. BUSINESS

30. ALFA ROMEO 4C IS A 365 HALO
EFFECT CAR FOR THE BRAND.
HAVING IT AROUND WAS A GREAT
OPPORTUNITY TO DRIVE
ENGAGEMENT
AND BY JUST TAKING ADVANTAGE
OF THE TECHNOLOGY THAT WAS
OUT THERE BOY IT ID…

31. WITH JUST AN iPHONE AND A SHARED GALLERY ON
iCLOUD THE CLIENT AND THE COMMUNITY TEAM SAW,
APPROVED AND POSTED LIVE CONTENT.

32. EXPERIENCES ARE ALL
ABOUT STORIES
SO YOU NEED TO BECOME
THE STORYTELLER… image by Simon Harriyott on Flickr

33. CREATE NATIVE PLATFORMS IN
ORDER TO BE USEFUL AND
RELEVANT.

34. YOU NEED TO CONVERGE YOUR
EXPERIENCES WITH THEIR EXPERIENCES
AND BRING CONTENT TO A PERSONAL LEVEL
image by peace6x on Flickr

35. En(F)=(Cn + Ctx) x T
SOSTI ROPAITIS
Engagement is a Function of Content, Context and Timeliness
THIS ALWAYS APPLIES:

36. CONTEXT
IS YOUR ENTRY POINT TO BE
USEFUL
CREATIVE
{Ctx}

37. THANK YOU
Stavros Kontaktsis
@stakon
http://about.me/stakon
!
Created by
Stavros Kontaktsis
Andreas Mylonas
Myrto Nikolaidi