2. CONTENT CONTEXT
“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
3. CREATING A CONTENT STRATEGY
LISTEN PLAN & CREATE DISTRIBUTION MEASURE, REACT,
RESPOND
LISTEN TO WHAT SEGMENT
AUDIENCES INTO CREATE
THE TARGET RELEVENT AND ENGAGE VIA TRIBES PREFERRED PLATFORMS TRACK RESULTS (MONITOR
AUDEINCES ARE TRIBES (WITH
INTERESTING AND OPTIMISE).
DOING IN REAL INFLUENCER)
SOCIAL OBJECT
WITH MULTIPLE INTERFACES REACT AND RESPOND TO
WEB (INC SOCIAL WITH COMMON
PURPOSE (CURRENCY) COMMENTS.
ARENA)
involve AND EVOLVE.
Use paid for
Tools, media to
Social networks stimulate and
Tribe 1 widgets & & content spread
apps portals
Enable, Track results,
encourage, optimize,
optimize for monitor, react
Video & and respond
Tribe 2 content sharing Online ads,
Mobile &
video sharing search, promo
sites Social
networks,
communities,
Ideas & forums, blogs,
Tribe 3 events Websites UGC, niche
& e-mail sites
4. 1. LISTEN
• 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”
5. 2. PLAN AND CREATE
• 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
6. 3. DISTRIBUTION
• 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
7. 4. MEASURE, REACT, RESPOND
• 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
8. CHANNELS
• 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
9. AMPLIFICATION
VODAFONE ‘CHASE THE DREAM’ CASE STUDY
Radio Promotion
TV Paid media
Paid media Print
Outdoor Paid media
Paid media
Media
Partnership Above the Line
Digital Vodafone F1
Outdoor Below the line
Paid media
CRM
own media
Display
paid media
Dealer Promotion
Video / YT own media
own & paid
media
Dealer Event
Mobile own media
paid media
SEO & Consumer Event
SEM Paid media
Digital (inc. social) paid media
SN’s (Twitter) Applications
own media SN’s Own & paid media
Social (inc
(Facebook)
Own & paid experiential)
media
Social (inc F2F)
10. VIDEO CONTENT (INC AFP)
Video REMOVED
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
13. KEY LEARNINGS
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.
