Auf den Medientagen 2015 hielt Michael Praetorius, Head of Content bei akom360, einen Vortrag zum Thema Content Marketing.

1. MY VERY OWN
CONTENT STRATEGY
Michael Praetorius
fb.com/michaelpraetorius
@praetorius

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CONTENT IS KING
DISTRIBUTION IS KING
Buzzword: Content Marketing

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Snapchat Stories & Facebook Instant Articles
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Snapchat Stories &
Facebook Instant articles
create a unique
user experience for
consuming rich media
on mobile.
Targeted
Realtime
Content

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RELEVANCE
IS KEY
Facebook’s Algorithm in one sentence:
An object is more relevant
if less connected users
interact faster on it.

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CRITICAL MASS
CRITICAL AFFINITY
CRITICAL CONNECTIONS
How to do mass communication?

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Targeting as community management
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CONTENT OF USERS &
PERSONALITIES
ON THE SAME LEVEL
What did we finally learn from the
ice bucket challenge?

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Zero disctance with users
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ENGAGE YOUR
TARGET GROUP
WITH REAL CONTENT
Unique content that drives identification

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LET PEOPLE BE
AWESOME!It’s not only about your own #hasthtag

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Co-create vibrant content with passionated users
and engage your target group to interact with.
Connect personalities, influencers and your target group
with content and events.
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EXPERT GENERATED CONTENT

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CONNECT
PEOPLEGermanfolkshouse

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How to find & select your influencers
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why?
who? what?
how? where?
fake occasion
daily mood news
celebrities
influencers
general media
brand / partner
discussions
activities
You brand as
platform
close
curated
connecting
guest
authors
B2B
Personalities
peer groups
visual strident
events
PASSION.
REACH.
EXCELLENCE.

15. Michael Praetorius
What Siemens did: Blogger Relations
In advance of the IFA Launch of its new
premium fully automated coffee machine
Siemens invited lifestyle-, tech- and
foodbloggers to an exclusive presentation at a
coffee roastery.
A Product manager and two engineers were on
hand for Q&As. The event was accompanied
by a professional photographer and a popular
and social media-affine barista.
Main objectives of the event were the creation
of fascinating stories and images around coffee
and Siemens’ coffee world and boosting brand
awareness, reach and trust.
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CREATE CONTENT
TO PLAY WITH
Why so serious?

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Create content people can communicate with - #reactiongifs
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Ferrero - Compliments App
On Facebook, duplo motivates users
to show their appreciation to people
they love with a few clicks.
How to create a compliment
choose a category (family & friends,
love, work)
choose name & compliment
send the compliment (via message,
mail, share or print it)
stick a duplo on the printed version
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Für Alissa

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Shareable
Snackable
Speed
Stringent
Surprising
Simple
THE
STORY
OF 6 S’
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PAID. OWNDED. EARNED.

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Use the Business Canvas for planing
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Michael Praetorius
AKOM360 GmbH
michael.praetorius@akom360.de
twitter: @praetorius
facebook.com/michaelpraetorius