BRANDED CONTENT & SOCIAL SHARING ‘Creating the perfect mix to cut through the noise’

David Wesson Twitter -@wess

I take pictures I evolve I’m a Ocean Swimmer

THREE THINGS ABOUT ME

http://about.me/davidwesson

TWEET TIP Branded content & Social sharing-Creating the perfect mix to cut through the marketing noise

@wess #corpSM  

WHAT I’M GOING TO TALK ABOUT TODAY

The backstory Why sharing & branded content ?

What you should be doing ?

WHY ARE WE HERE?

Just 36% of people thing their content marketing is effective

Source 2012 Marketing Professionals Survey

CONTENT MARKETING GOALS

BIGGEST CHALLENGES

• Producing the kind of content that engages

• Producing content that gets shared & potentially goes viral

• Producing enough content • Maintain mindshare • Shift in brand strategy

INFORMATION OVERLOAD

• Amount of information is increasing.

• How do we navigate?

• Achieve cut through

• Filtering

WHY SOCIAL SHARING & BRANDED CONTENT

WE ARE ENTERING THE POST PC ERA

THE RISE OF THE SMARTPHONE &THE MOBILE WEB

Mobile Internet shouldovertake desktop use by 2014

/2015 (Microsoft)

60% local penetration&Making a phone call is only the 5th most popular activity on a

phone

SOCIAL NETWORKING IS MOBILE

• One to one • Narrow casting • Responsive design to optimise

for mobile• Over 55 % use Facebook

through mobile

TWEET TIP Prioritise content strategies that facilitate

personal sharing through mobile & the browser @wess #corpSM  

SOCIAL FIRST NOT SEARCH

Social sharing impacts SEO • Social signals correlate strongly

with good rankings in Google’s index

The audience shares • 41% of Adult internet users take

photos or videos they found online & repost them

IN THE STREAM

• Main way we receive our news now

• Content which is designed for social newsfeeds and mobile

• Based on nderstanding of why people like, share and engage around content.

. Facebook’s News Feed changes

• Defined by their connectedness & interests

• The way they learn discover and share information online.

• share with their friends because it make them look good

• BuzzFeed attributes as much as 75% of their traffic from consumers simply looking for cool content to share

.

THE CONNECTED GENERATION OF SUPER SHARERS

CONTENT AS CURRENCY

• Content is a gift that forms a currency — something we trade for our audience’s attention.

• That currency becomes more valuable every time it’s shared by someone other than ourselves.

• Ask yourself What rituals, traditions, or social conventions involve your product? What do people talk about, share or exchange in these activities?

THE RISE OF VISUAL SOCIAL MEDIA

• 90% of info transmitted to the brain is visual

• Visuals are processed 60K times faster to the brain than text

• The rise in visual social media has raised the bar creatively

“Brands that can rock visual media will find themselves market leaders”.     Ekerterina Walter Intel 

THE RISE OF INSTAGRAM

“COMMUNICATION IS NOW IMAGES FIRST, WORDS SECOND”

TWEET “communication is now in images first, words second” @wess

#corpSM

•

SPOT THE DIFFERENCE

THE RISE OF INSTAGRAM

March 2012210K

March 2013 1.2 million

Facebook has changes its news feed to aggregate

content better and make it more visual

Tumblr Pinterst

Instagram Arguably are where the opportunities are for brands to differentiate themselves with social

media.

THE RISE OF INSTAGRAM

TWEET TIP“Using original branded images in your posts is one of

the best ways to promote sharing of your content” @wess #corpSM

@Lauren Plath

@GaryPepperGirl

Sept 2012505 K

@sydneyfashionblogger

PEOPLE SHARE POST & BUY BASED ON PHOTOS

¼ of online conversations about a retailer happen in-store

The most common factor when buying online the phoot (67%) ahead of product

info (63%) and ratings (53%) http://bit.ly/11A6g12

TUMBLR

Now the world’s largest blogging platform

SHORT FORM VIDEO

Create gifs or very short videos.Put through filters. Share.Mobile friendly (creation anddata)Vine - six second videos on aloop. Owned by Twitter,arguably already the mostpopular mobile video networksCinemagram - animated gifs, youcreate from mobile videoViddy - 30 second (up from 15)video with !fters

ANIMATED GIFS

• Now an art form in its own right

• Has moved into the political mainstream, from specialist tumblrs, to Buzzfeed, to the Guardian

• “Gifs are....”the political cartoons of our generation....in the past

people were making cartoons for the New Yorker.” (Jessica Bennet tumblr)

17 year old Australian working with top fashion brands

A NEW VISUAL SOCIAL MEDIA ECOSYSTEM

Photo-sharing Short form video/ gifs

Story-telling & curation Longer form video

SOCIAL SHARING IS A SCIENCE

Best practices in social sharing can vary dramatically based on: • Time of the day, • what day of the week you

post on which platform • the use of exclamation

marks & question marks • or hashtags. • Seven types of sharers

ranging from altruists to careerists.

Source “the science of sharing 2012 Compendium report

THE RISE OF THE CREATIVE CONTENT CURATOR

• Monitoring trends & Know what content resonates with your audience

• Associating your brand with cool content people are more disposed to feel favourably towards the brand

• Curating content into subsets and genres is something which that BuzzFeed have turned into an art form.

• Use of lists to increase engagement & drive brand lift & consideration.

WHAT SHOULD YOU BE DOING?

START BY?

• Looking at what content is already out there that is working. 75/25 %

• Why does it resonate, why is it easy to remember and does connect back to the brand ?

• “It should provide a reason to share so if your content is cool and its funny people and garners an emotion people will share it.”

TWEET TIP “Does your content resonate, is it easy to remember and does connect back

to the brand ?” @wesss #corpSM

WHAT ARE YOUR CONTENT TOPICS AREAS ?M

USIC

LIFES

TYLE

TECHNOLOGY TRAVEL

CARS

DESIG

N

Motorreport.com.au

Caradvice.com.au

Cool hunterSpotify

Frequent Flyer

Gizmodo

Av hub.com.au

Aussie hi-fi

Techau

gadgetguy.com.auWay Cool Jnr

Yellowtrace.com

BOSE CATERGORY

CONVERSATION

Lost at e-minor

Whirlpool

AU Techeads

smarthouseOzAudi.com.au

Design files

Australian Frequent Flyer

Ask a nomad

WHO ARE YOUR INFLUENCERS?

• Identify Individuals & groups to partner with

• Provide your brand trust & credibility

• Collaborate on content initiatives which are more relevant to your audience & conversations

WHAT IS BRANDED CONTENT ?

PEOPLE STORIES

1ST

BRAND STORIES

CONTENT

SOCIAL MEDIA

TWEET TIP “The branded content sweetspot is telling a story in an organic way so doesn’t feel like an advertising” @wesss

#corpSM

CREATING GREAT CONTENT?

• is a combination of creating stunning emotion provoking images and great copywriting that connects to the brand.

• If content is fun interesting and quirky the message can be secondary

• Brand association and resulting organic lift is what is so important.”

TWEET TIP

“Great Content Isn’t Great Until it’s Discovered, Consumed and Shared @wess #corpSM

CREATIVE TO CONTENT EXCELENCE

Coca-Cola Content 2020 Part One http://bit.ly/ZPJmSt

‘FACTS TELL STORIES SELL’

THE WHY

• Aligning with goals

• Core target audiences

• What will be delivered

• The outcomes

CASE STUDY –HOME MADE SIMPLE

Enabling women to have more quality time with their families

STRATEGY

• Adopting a publisher mentality

• Consistency • Ongoing vs one off• Traditional model

vs Social media model

Social media expense vs exposure

Expenditure

Awareness

RELEVANCY- CASE STUDY DAVID REATH PLASCTIC SURGEON

RESULTS

• Revenue up 19% during recession. • No open surgery spots. • Conversion rate up from 55% to 70% (“the videos patients

feel they know us and come in ready to schedule.”) • 2,082 Facebook fans with 203 regularly engaging. • 110% increase in referrals to website from Facebook • 9,027 downloads of Girlfriend’s Guide eBook • Top ranking for all key search terms

TIMELY – ADOPTING A REAL-TIME MINDSET

Not new media its “Now media”• 16k Re-tweets• An additional 30K • Instagram followers

YOU NEED A FORMAT

A recipe for your content

DESIGNING YOUR CONTENT FOR SHARING

• Sending out bits and bites of content which can be digested and shared rapidly.

• Chunking into different formats

• i.e. Info graphics, e-books, video, blog posts

TWEET TIP “Design an experience around what matters to your audience & make it easy 4 them to share & express themselves” @wess

#corpSM

CREATING A MOVEMENT

RED BULL

THE FUTURE IS BRANDSCAPING?

What if?• You built content partnerships

with other services associated with your target audience?

• Shared costs? • Promoted through your

respective brand channels to reach more of your target audience?

• Who has your next customer as their existing customer ?

Brandscaping –Andrew M Davis

THE WRAP

• Always design for sharing in mind –only content that is shared becomes great

• Maintain “mindshare” with more value that takes less time to consume. 1.Visual 2.Aggregation 3.Infographics

• Don’t be afraid to experiment with new ways to share content. • There is no one hard and fast rule is this rapidly evolving

space. • The future is brand scaping because not everyone is a Red Bull

• with social media at the pulse, the way we interact, engage and talk with our friends has become based upon sharing more than ever.

• Brands that can capitalise on this and associate their brands with cool & valuable and quirky content that people want to share will position themselves more favourably as part of consumers purchase consideration.

IN SUMMARY –WHY SHOULD IT MATTER

THANK YOU FOR LISTENING! david@evolvesocial.com.au

www.evolvesocial.com.au