Post on 17-Oct-2014
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Social Media Week 2013:Content Marketing Bootcamp
PROPRIETARY & CONFIDENTIAL
Beyond the buzzword: What you really need to know & how to bring it to life for your brands.
Rosie Siman, Sr. Strategist @360iPresented by:
PROPRIETARY & CONFIDENTIAL
Hi! I’m Rosie!
2
i’m on twitter as @rosiesiman (let’s keep in touch!)
3tweet along: @rosiesiman / @360i / #SMWcontent
PROPRIETARY & CONFIDENTIAL
I work at 360i as a social strategist
3
(and it’s pretty awesome)
tweet along: @rosiesiman / @360i / #SMWcontent
PROPRIETARY & CONFIDENTIAL
BTW, we’re hiring!
4tweet along: @rosiesiman / @360i / #SMWcontent
careers.360i.com
PROPRIETARY & CONFIDENTIAL
BTW, we’re hiring!
5tweet along: @rosiesiman / @360i / #SMWcontent
Social Publicist
Media Manager
Associate Copywriter
VP Strategy Director
Senior Digital Producer
Senior Copywriter
Content/Community Manager
Account Executive
SEO Manager
Media Supervisor
Account Supervisor
Manager, Insights AND Planning
Production Coordinator
DIGITAL Account Supervisor
Associate Art/Copy Team
INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!
MEDIA
STRATEGY AND INSIGHTS
HR ASSIsTANTS!
SEO
PRODUCERS
TECH DIRECTORS!
CONTENT
DEVELOPERS!
careers.360i.com
PROPRIETARY & CONFIDENTIAL
BTW, we’re hiring!
5tweet along: @rosiesiman / @360i / #SMWcontent
Social Publicist
Media Manager
Associate Copywriter
VP Strategy Director
Senior Digital Producer
Senior Copywriter
Content/Community Manager
Account Executive
SEO Manager
Media Supervisor
Account Supervisor
Manager, Insights AND Planning
Production Coordinator
DIGITAL Account Supervisor
Associate Art/Copy Team
INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!
MEDIA
STRATEGY AND INSIGHTS
HR ASSIsTANTS!
SEO
PRODUCERS
TECH DIRECTORS!
CONTENT
DEVELOPERS!
PROPRIETARY & CONFIDENTIAL
Before we start...
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PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: Quibids.com
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: Quibids.com
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: YouTube.com/Toyota
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: YouTube.com/Toyota
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: Facebook.com/Oreo
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: RedBullStratos.com
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: RedBullStratos.com
PROPRIETARY & CONFIDENTIAL
Content or commercial?
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Source: RedBullStratos.com
PROPRIETARY & CONFIDENTIAL
WTF is content?
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ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY.
[THINK BIG. REAL BIG.]
WTF is content?
tweet along: @rosiesiman / @360i / #SMWcontent
Tweets
Status Updates
Blog Posts
Newsletter
Sound Bite
Altered Image/Meme
Quiz
Poll/Survey
Video Clip
Lists
Slideshare Presentation
Podcast
Short Film
Magazine
Lecture
Infographic
Widget
Event
Film
Webinar
Whitepaper
E-Book
Transmedia/ARG Experience
App
PROPRIETARY & CONFIDENTIAL
WTF is content marketing?
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THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER
CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.
RESEARCH/LISTENING
APPROVALS
PLANNING CREATION
DEVELOPMENT
PUBLISHING
OPTIMIZATION
PROPRIETARY & CONFIDENTIAL
WTF is content marketing?
14tweet along: @rosiesiman / @360i / #SMWcontent
THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER
CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.
RESEARCH/LISTENING
APPROVALS
PLANNING CREATION
DEVELOPMENT
PUBLISHING
OPTIMIZATION
PROPRIETARY & CONFIDENTIAL
Why are we here today?
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CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT
Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010
Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012
PROPRIETARY & CONFIDENTIAL
Consumers are more familiar with self-publishing tools
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PROPRIETARY & CONFIDENTIAL
And they’re creating content that often outperforms brands’
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PROPRIETARY & CONFIDENTIAL
And they’re creating content that often outperforms brands’
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PROPRIETARY & CONFIDENTIAL
And then there’s this whole curation thing
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Image Credit: Corrine W
PROPRIETARY & CONFIDENTIAL
It doesn’t look like it’s going away
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PROPRIETARY & CONFIDENTIAL
CeeLo Green & Maria Popova. On the same slide.
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PROPRIETARY & CONFIDENTIAL
CeeLo Green & Maria Popova. On the same slide.
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PROPRIETARY & CONFIDENTIAL
Consumers are loving it
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So how can brands join in?
Three key pillars1 // CONTENT DEVELOPMENT2 // SYNDICATION + DISTRIBUTION3 // OPTIMIZATION.
Content development should include stock & flow.
1 // Content Development
Develop a content marketing framework.
What this means for your brand:
PROPRIETARY & CONFIDENTIAL
1A // A brief pause to dissect “stock” & “flow”
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STOCK“Stock is the durable stuff. It’sthe content you producethat’s as interesting in twomonths (or two years) as it is today.”
FLOW“Flow is the feed. It’s the
posts and the tweets. It’s thestream of daily and sub-daily
updates that remind peoplethat you exist.”
+(CREATION AND CURATION OF):
PROPRIETARY & CONFIDENTIAL
1A // A brief pause to dissect “stock” & “flow”
25tweet along: @rosiesiman / @360i / #SMWcontent
Micro Base Hero Superhero
Tweets
Status Updates
Blog Posts
Newsletter
Sound Bite
Altered Image/Meme
Quiz
Poll/Survey
Video Clip
Lists
Slideshare Presentation
Podcast
Short Film/Edited Video
Magazine
Lecture
Infographic
Widget
Event
Film
Webinar
Whitepaper
E-Book
Transmedia/ARG Experience
App
(Typically) Flow (Typically) Stock
PROPRIETARY & CONFIDENTIAL
1A // Oreo’s Daily Twists were timely & relevant
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The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced
PROPRIETARY & CONFIDENTIAL
1A // Select topics with higher perceived interest had interactive elements
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PROPRIETARY & CONFIDENTIAL
1A // Select topics with higher perceived interest had interactive elements
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PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET CONTENT BUCKETS
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET CONTENT BUCKETS
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET CONTENT BUCKETS
CONTENT EXAMPLES
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET CONTENT BUCKETS
CONTENT EXAMPLES
PROPRIETARY & CONFIDENTIAL
1 // You need a content strategy
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TARGET CONTENT BUCKETS
CONTENT EXAMPLES
CROSS PROMOTION
Don’t assume that if you build it they will come.
2 // Syndication & Distribution
Optimize paid, owned & earned media.
What this means for your brand:
PROPRIETARY & CONFIDENTIAL
2 // Investigate your options
30tweet along: @rosiesiman / @360i / #SMWcontent
Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”
http://www.unrulymedia.com/wall-fame
7th Chamber & Lucky NY are other NY-based partners
http://www.the7thchamber.com/ // http://luckyny.com/
PROPRIETARY & CONFIDENTIAL
2 // Investigate your options
30tweet along: @rosiesiman / @360i / #SMWcontent
Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”
http://www.unrulymedia.com/wall-fame
7th Chamber & Lucky NY are other NY-based partners
http://www.the7thchamber.com/ // http://luckyny.com/
PROPRIETARY & CONFIDENTIAL
2 // Build in cultural relevance to leverage earned media
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Calvin Klein partnered with FashGIF to create GIFs of their new collection
PROPRIETARY & CONFIDENTIAL
2 // A well-defined voice can also help make content sticky
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TONE LANGUAGEPERSONALITY CONTENTYou’ll want to make sure you’re authentic – but by outlining personality traits
and acting more like a person and less like a
corporation, you’re giving your community a reason to
engage.
It’s not just what you say
and how you say it, but what
you share. Defining your
brand’s social tone of voice
will help set standards for
content creation and
curation.
Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth
Tone may change based on content or audience, but those changes should be nuance – An overarching tone will set the stage of
how you behave.
Personality and tone can be
interpreted differently.
Setting linguistic guidelines
will help all content creators
have specific rules they can
check themselves against.
PROPRIETARY & CONFIDENTIAL
+ // Additional reading available
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Source: 360i Report Paid and Earned Media: Building an Integrated Strategy
http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
Use data to help you optimize content.
3 // Optimization
Build a feedback loop into your process.
What this means for your brand:
PROPRIETARY & CONFIDENTIAL
3 // Consider social listening
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PROPRIETARY & CONFIDENTIAL
3 // Consider social listening
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PROPRIETARY & CONFIDENTIAL
3 // Consider social listening
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Oh, and brands are catching on.
PROPRIETARY & CONFIDENTIAL
Fast Company ties in e-commerce
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Fast Company curated a pop up shop through flash sale site Fab.com
PROPRIETARY & CONFIDENTIAL
Amex harnesses the power of small business owners
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Amex has curated a social media resource hub for a community of small business owners.
PROPRIETARY & CONFIDENTIAL
Yellow Pages highlights brand utility
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YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do.
PROPRIETARY & CONFIDENTIAL
Yellow Pages highlights brand utility
39tweet along: @rosiesiman / @360i / #SMWcontent
YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do.
PROPRIETARY & CONFIDENTIAL
Yellow Pages highlights brand utility
39tweet along: @rosiesiman / @360i / #SMWcontent
YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do.
PROPRIETARY & CONFIDENTIAL
Oscar Mayer entertains fans through participatory experiences
40tweet along: @rosiesiman / @360i / #SMWcontent
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure.
PROPRIETARY & CONFIDENTIAL
Oscar Mayer entertains fans through participatory experiences
40tweet along: @rosiesiman / @360i / #SMWcontent
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure.
PROPRIETARY & CONFIDENTIAL
Oscar Mayer entertains fans through participatory experiences
40tweet along: @rosiesiman / @360i / #SMWcontent
Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure.
So I leave here & do what?
So I leave here & do what?1 // LISTEN2 // PLAN3 // BE NIMBLE4 // MEASURE & SHOWCASE SUCCESS.
PROPRIETARY & CONFIDENTIAL
Listen: Ask your community manager to share insights
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PROPRIETARY & CONFIDENTIAL
Listen: Ask your community manager to share insights
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4.5k Likes226 Shares
PROPRIETARY & CONFIDENTIAL
Listen: Ask your community manager to share insights
42tweet along: @rosiesiman / @360i / #SMWcontent
4.5k Likes226 Shares
PROPRIETARY & CONFIDENTIAL
Listen: Ask your community manager to share insights
42tweet along: @rosiesiman / @360i / #SMWcontent
4.5k Likes226 Shares10k Likes431 Shares
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
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PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
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RESEARCH/LISTENING
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
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RESEARCH/LISTENING PLANNING
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING PLANNING DEVELOPMENT
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
DIGITAL ANTHRO-POLOGIST
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION APPROVALS
DIGITAL ANTHRO-POLOGIST
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
ILLUSTRATOR/DESIGNER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
ILLUSTRATOR/DESIGNER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
ILLUSTRATOR/DESIGNER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
INFO-GRAPHICS
BEHIND-THE-
SCENES
PARTNERSHIPS
VENDORS
CONTENTTEMPLATES
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
ILLUSTRATOR/DESIGNER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
INFO-GRAPHICS
BEHIND-THE-
SCENES
PARTNERSHIPS
VENDORS
CONTENTTEMPLATES
CLIENT
CLIENTLEGAL
AGENCYLEGAL
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
PROPRIETARY & CONFIDENTIAL
Plan: Build a team & put a plan on paper
43tweet along: @rosiesiman / @360i / #SMWcontent
RESEARCH/LISTENING
SHOP-ALONGS
SOCIAL LISTENING
CONSUMER JOURNEY
PLANNING DEVELOPMENT EXECUTION
BRANDVOICE
CONTENTSTRATEGY
CAMPAIGNSTRATEGIES
CONTENTBUCKETS
CONTENTCALENDAR
PRODUCER
INFORMATION ARCHITECT
VIDEO-GRAPHER
ILLUSTRATOR/DESIGNER
APPROVALS
DIGITAL ANTHRO-POLOGIST
STRATEGIST
RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS
COMMUNITY MANAGER
CONTENT MANAGER
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
REPORTING
BRANDVOICE
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
INFO-GRAPHICS
BEHIND-THE-
SCENES
PARTNERSHIPS
VENDORS
CONTENTTEMPLATES
CLIENT
CLIENTLEGAL
AGENCYLEGAL
RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT
PUT
IT O
UT
THER
E!!!
PROPRIETARY & CONFIDENTIAL
Be Nimble: Create a simplified approval process
44tweet along: @rosiesiman / @360i / #SMWcontent
... & pay attention to the world around you
PROPRIETARY & CONFIDENTIAL
Be Nimble: Create a simplified approval process
44tweet along: @rosiesiman / @360i / #SMWcontent
... & pay attention to the world around you
FASTER CONTENT APPROVALS
PROPRIETARY & CONFIDENTIAL
Be Nimble: Create a simplified approval process
44tweet along: @rosiesiman / @360i / #SMWcontent
... & pay attention to the world around you
FASTER CONTENT APPROVALS
UNDERSTANDTHE RULES
PROPRIETARY & CONFIDENTIAL
(Cultural relevance fades fast)
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Search Volume for “Binders of Women”
Sour
ce: T
rend
s.G
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m
PROPRIETARY & CONFIDENTIAL
Measure & Showcase Success: Focus on what matters.
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“Rules are what the artist breaks; the most memorable work never emerged from a formula.”
BUT REMEMBER...
PROPRIETARY & CONFIDENTIAL
Tying it all back together.
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CHANGE AGENTDigital platforms are empowering consumers
to create, curate and share more content. As a result, content is becoming central to
how people interact online – with each other and with brands.
MARKETING IMPACTContent is a powerful way to connect with people
in the same ways they are already connecting with each other. Successful programs will create
cultural relevancy + open the door to conversations with their customers.
CHALLENGESContent marketing is an evolving space that is
not so easily defined. It’s not just about creating great content – it’s about making sure you deliver it in the right environments, to the
right audience, at the right time.
NEXT STEPSDevelop a content strategy that addresses the three key pillars: content development;
architecture and optimization.
Let’s be on the same team.
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Let’s be on the same team.
49tweet along: @rosiesiman / @360i / #SMWcontent
What’s your word?
Let’s be on the same team.
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THANK YOU!
...& a shameless plug:thetuesdayten.com
<3 @rosiesimanhttp://bit.ly/360iSMWcontent