Beruflich Dokumente
Kultur Dokumente
Tweets Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
WTF is content?
WTF is content?
ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY. [THINK BIG. REAL BIG.]
Tweets Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.
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
http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp
http://www.youtube.com/watch?v=C7hTAp6KrGY
But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
PROPRIETARY & CONFIDENTIAL
http://www.youtube.com/watch?v=C7hTAp6KrGY
But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
PROPRIETARY & CONFIDENTIAL
http://buzzfeed.com
PROPRIETARY & CONFIDENTIAL
10
11
Maria Popova graced Fast Companys list of the 100 Most Creative People in Business - alongside CeeLo Green
PROPRIETARY & CONFIDENTIAL
12
Maria Popova graced Fast Companys list of the 100 Most Creative People in Business - alongside CeeLo Green
PROPRIETARY & CONFIDENTIAL
12
13
1 // Content Development
(CREATION AND CURATION OF):
STOCK
Stock is the durable stuff. Its the content you produce thats as interesting in two months (or two years) as it is Today.
FLOW
Flow is the feed. Its the posts and the tweets. Its the stream of daily and sub-daily updates that remind people that you exist.
WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK.
PROPRIETARY & CONFIDENTIAL
15
Fast Company curated a pop up shop through flash sale site Fab.com
PROPRIETARY & CONFIDENTIAL
16
Amex has curated a social media resource hub for a community of small business owners.
PROPRIETARY & CONFIDENTIAL
17
RedBulls Stratos showed they really do give people wings by sending Felix Baumgartner into space.
PROPRIETARY & CONFIDENTIAL
18
Oreos Daily Twist put a spin of childhood delight onto trending topics of the world.
PROPRIETARY & CONFIDENTIAL
19
Micro
Tweets Status Updates
Base
Blog Posts Newsletter Sound Bite Altered Image/ Meme Quiz Poll/Survey Video Clip
Hero
Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget
Superhero
Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
20
Lists
21
21
The campaign culminated with a live event in Times Square where the final Twist was crowd-sourced
PROPRIETARY & CONFIDENTIAL
22
2 // Syndication + Distribution
PAID
EARNED
OWNED
WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.
PROPRIETARY & CONFIDENTIAL
23
24
Unruly Media worked with Old Spice on The Man Your Man Could Smell Like
http://www.unrulymedia.com/wall-fame
PROPRIETARY & CONFIDENTIAL
25
Unruly Media worked with Old Spice on The Man Your Man Could Smell Like
http://www.unrulymedia.com/wall-fame
PROPRIETARY & CONFIDENTIAL
25
Calvin Klein partnered with FashGIF to create GIFs of their new collection
PROPRIETARY & CONFIDENTIAL
26
Source: 360i Report Paid and Earned Media: Building an Integrated Strategy
http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
PROPRIETARY & CONFIDENTIAL
27
3 // Optimization
WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.
PROPRIETARY & CONFIDENTIAL
28
29
30
(LISTEN.)
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isnt performing as expected? Consider a social listening partnership to better understand your target audience and their interests outside of your communities, including non-direct competitors like media properties. Look at whats working outside of your community. What types of content are getting shared? What topics are people choosing to weigh in on?
31
32
33
34
The 4-Box
CHANGE AGENT MARKETING IMPACT
Digital platforms are empowering consumers to create, curate and share more content. As a result, content is becoming central to how people interact online with each other and with brands.
CHALLENGES
Content is a powerful way to connect with people in the same ways they are already connecting with each other. Successful programs will create cultural relevancy + open the door to conversations with their customers.
NEXT STEPS
Content marketing is an evolving space that is not so easily defined. Its not just about creating great content its about making sure you deliver it in the right environments, to the right audience, at the right time.
Develop a content strategy that addresses the three key pillars: content development; architecture and optimization.
35
THANK YOU
http://bit.ly/360iContentWebinarLinks
@rosiesiman
@360i