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with Social Media
Pam Didner (@pamdidner) Global Integrated Marketing Manager
Integrating
Content
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Sit Back for a Minute and Relax...
http://www.youtube.com/watch?v=4B36Lr0Unp4
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Historically, content is marketing's Job.
• One-way Communication • Delayed Feedback • Brands Have Little Distribution Power
* External Facing Communication Materials
Finished Content*
Publish Content
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Today, content is everyone’s job... without a clear owner.
Original Content
(MKT + Employees)
Publish Content
Publish Content
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Original Content
(MKT + Employees)
• Two-Way Communications
• Instant Feedback • Everyone Is a Distributor
Curated Content
(Paid + Free)
Publish Content
Publish Content
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Marketing Objective: Amazing things happen with Intel Inside.
Content Strategy: Tell stories about how technology unleashes human potentials.
Align Content Strategy with MKT Objectives.
For example
Source: iq.intel.com
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Hunt and source content with editorial plan and employee activation.
Original Content
Curated Content
Content Sources
Hot and Trending
Stories across the Web
Stories Related to Events and the Cultural “NOW”
Submission from
Employees
Cool-hunting Internally
Product and Brand News
Highlighting Company’s Visionaries Content
Produced internally
Content from Partners
Source: iq.intel.com
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Manage Content Differently
Think Big...
Distribute Small
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• Keywords Address “What and How” • Address “Who” the Influencers Are • Timing Addresses “When”
Think Big Distribute Small
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• Tell a Story • Capture Everything • Use Raw Footage Wisely
Nothing can replace a powerful idea!
Think about Content Creation Differently
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Examples of Think Big
http://www.youtube.com/watch?v=fdJc1_IBKJA
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Capture Everything
Behind the Scenes Video http://www.youtube.com/watch?v=CpCxIL3r5dM
Q & A Video http://www.youtube.com/watch?v=jx5vugA7UuE
Use Raw Footage to Create Varied but Relevant Content.
Videos of Individual Jumpers http://www.youtube.com/watch?v=Iuv__-nyO1M
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Create Content within Content
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• Align with your story or messaging. • Keep it relevant to your products. • Entertain your target audience.
Don’t Create Just for the Sake of Creating... Create with a purpose
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Distribute Small
http://www.youtube.com/watch?v=4B36Lr0Unp4
World’s Largest Rope Swing
Q & A video
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Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
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Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
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Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
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Distribute Small
World’s Largest Rope Swing
Behind-the-Scenes Video 2 Posts
Q & A Video 3 Posts
Individual Jump Videos 5 Posts
TOTAL 17 Posts
Teaser, Status Updates and Follow-up, Yet Linked to the Same Content
7 Posts
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Is this only one piece of content?
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Is this only one piece of content? (close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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Distribute Small
Infographic 1
Points of Interest 10
Graph 2
TOTAL 13
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Distribute Small
Infographic 1
Points of Interest 10
Graph 2
TOTAL 13
Maximize your content through multiple, creative exposures to continue driving buzz and engagement.
Infographic 1
Points of Interest: 10 x 3 30
Graphic: 2 x 5 10
TOTAL 41
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Three Key Takeaways
Align Content with Marketing Objectives.
Create Content within Content.
Think Big! Distribute Small!