CONTENT STRATEGY FOR SOCIAL MEDIA

JEZ JOWETT, SOCIAL MEDIA DIRECTOR

“Social media is the best way to reach your most influential customers, and the only way to reach your most cynical ones.”

Michael Troiano, Principal Holland-Mark

•  Consumers do not truly engage with brands through social media •  They do however engage with brands’ content and brands’ activities

•  Content generates: –  A desirable environment for our messages –  Interaction, Engagement, Fame, Feedback –  Our entry into the largest medium on earth

CONTENT CONTEXT

LISTEN PLAN & CREATE DISTRIBUTION MEASURE, REACT, RESPOND

LISTEN TO WHAT THE TARGET

AUDEINCES ARE DOING IN REAL

WEB (INC SOCIAL ARENA)

SEGMENT AUDIENCES INTO

TRIBES (WITH INFLUENCER)

WITH COMMON PURPOSE

CREATE RELEVENT AND INTERESTING

SOCIAL OBJECT (CURRENCY)

ENGAGE VIA TRIBES PREFERRED PLATFORMS WITH MULTIPLE INTERFACES

TRACK RESULTS (MONITOR AND OPTIMISE).

REACT AND RESPOND TO COMMENTS.

involve AND EVOLVE.

Tribe 1

Tribe 2

Tribe 3

Tools, widgets &

apps

Video & content

Ideas & events

Social networks & content

portals

Mobile & video sharing

sites

Websites & e-mail

Social networks,

communities, forums, blogs,

UGC, niche sites

Enable, encourage, optimize for

sharing

Use paid for media to

stimulate and spread

Online ads, search, promo

Track results, optimize,

monitor, react and respond

CREATING A CONTENT STRATEGY

• Chief Listener, monitoring tools, dashboard & f2f groups

• Content and conversation auditing • Identifying shouts and whispers, with index system • Influencer analysis and touch points • Qualative and quantative metrics

• What conversations have we started? • What conversations should we join? • How do we track these against objectives?

“A great speaker must first be a great listener”

1. LISTEN

• Development of strategy with insights and objectives

• Creation of social objects / currency Branded utilities: tools, widgets, apps Rich media: video, gaming, content Interactions: Experiential, events, ideation (LABS)

• Content creation with viral and shareable functionality

• Tracking and analysis integrated into social objects

2. PLAN AND CREATE

• Content development for digital touch points • Owned media (ie HMC sites)

•  Shared media (ie SN’s and content sharing platforms)

• Paid media (sites and partners)

• Distribution schedule • Content released to early adopters and key influencers

• Content created with incentives for viral distribution

• Paid media amplifies reach and builds upon early adoption

3. DISTRIBUTION

• Measure • KPI’s set in planning stage with benchmarks • Real time tracking and analysis of qual & quant performance

• React • Community adoption, reactions and comments • External factors (environment, competitors, influencers)

• Respond • Evolution of content, iterations and on-going development • Repetition of content creation cycle

4. MEASURE, REACT, RESPOND

•  All channels are digital or have a digital component

•  All content can be activated digitally

•  There should be no barriers between channels- digital unites

•  Likewise, there should be no absolute commitment to specific platforms

CHANNELS

Below the line

Above the Line

Social (inc F2F)

Display paid media

Mobile paid media

Digital Outdoor

Paid media

Applications Own & paid media

SEO & SEM

paid media

Video / YT own & paid

media

SN’s (Twitter) own media SN’s

(Facebook) Own & paid

media

Consumer Event Paid media

Dealer Event own media

Dealer Promotion own media

CRM own media

Media Partnership

Print Paid media

Radio Promotion Paid media TV

Paid media Outdoor

Paid media

Social (inc experiential)

Digital (inc. social)

Vodafone F1

AMPLIFICATION

VODAFONE ‘CHASE THE DREAM’ CASE STUDY

Viral clips (5.3m), Behind the Scenes (4.8m), Web chats (3.5m), Short films (70m) 2.8 x more effective than 30”TVC in communicating brand message

Video REMOVED

VIDEO CONTENT (INC AFP)

Downloads, video, applications, ‘Ask Lewis’ audio messages

MOBILE CONTENT (APPS, DOWNLOADS, AUDIO, VIDEO)

180,000 fans 40,000 fans 1.8m interactions

SOCIAL MEDIA (OWNED, EARNED, PAID)

1.  Content integration across all channels

2.  Real time responsiveness

3.  Efficient ‘viral’ reach of content

4.  Content fuels conversations. Content and conversations build communities.

5.  Communities achieve awareness and engagement, creating leads for consideration and acquisition.

KEY LEARNINGS

THANK YOU, AGAIN.