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Digital & Social Media Strategies Series: Content Generation & Curation

Date post: 10-May-2015
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The following presentation was created for Monash University to demonstrate the importance of content and it's ability to aid in 'word of mouth' sharing, generate viral reach, and be easily integrated across multiple digital platforms to aid in SEO rankings and general engagement.
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Content Generation & Curation: It’s not what you say, it’s how it’s said and by whom. January 2013 Office of Marketing & Communications
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Page 1: Digital & Social Media Strategies Series: Content Generation & Curation

Content Generation & Curation: It’s not what you say, it’s how it’s said and by whom.

January 2013 Office of Marketing & Communications

Page 2: Digital & Social Media Strategies Series: Content Generation & Curation

2

How does Consumer Advocacy work with Social Media?

•  The New Word of Mouth Advertising •  The Impact on Brand Reputation •  The Power of Each Social Platform

Page 3: Digital & Social Media Strategies Series: Content Generation & Curation

Social Media is giving consumer’s a more powerful voice than ever before…

28th February 2011 Presentation title 3

Social Networks (Word of Mouth)

Global

Journalist who

follows Blogger

Blogger who

follows Person A’s

Friend Person A’s Friend

Person A

Audience

Page 4: Digital & Social Media Strategies Series: Content Generation & Curation

Social Media has made ‘letters of complaint’ easier to make public…

28th February 2011 Presentation title 4

Social Media Posts

Blog & Website Articles

Local, National &

Global News Stories

Page 5: Digital & Social Media Strategies Series: Content Generation & Curation

Consumers don’t always use social media channels the way business would like…

28th February 2011 Presentation title 5

Brand Reputation

Management

General Enquiries

Customer Complaints

Technical Problems

Sales Enquiries

General Information

Sales Enquiries

Product News/

Updates

Brand Reputation

Product News/Stories

Customer Complaints

Page 6: Digital & Social Media Strategies Series: Content Generation & Curation

Did you know the average time spent on Facebook by a user is 7.5 hours…

28th February 2011 Presentation title 6

Comments, Likes & Shares

Wall Posts & Recommendations

Facebook Messages

Tabs & Applications (APIs)

Groups (Forums)

Page 7: Digital & Social Media Strategies Series: Content Generation & Curation

Twitter has over 1.7 billion unique account users…

28th February 2011 Presentation title 7

Retweets & Favourites

@Tagging

Direct Messaging

Lists

Page 8: Digital & Social Media Strategies Series: Content Generation & Curation

LinkedIn helps over 200 million users, in over 200 countries network…

28th February 2011 Presentation title 8

•  Likes, Comments & Shares •  Recommendations •  Groups (Forums)

Page 9: Digital & Social Media Strategies Series: Content Generation & Curation

9

Which Content Generates Great Consumer Advocacy?

•  Production Value •  Rich Media •  User Generated Content •  Application Program Interface (API) •  Content Field of Dreams

Page 10: Digital & Social Media Strategies Series: Content Generation & Curation

How much you spend on production could impact the value of it’s “engagabilty”…

28th February 2011 Presentation title 10

•  Metro Trains commissioned Melbourne pop/folk band, Cat Empire, to write “Dumb Ways To Die”

•  Video currently has over 37,350,000 views •  Interactive Flash site, with drop down YouTube video and iTunes download links

Page 11: Digital & Social Media Strategies Series: Content Generation & Curation

Rich Media forces a user to interact with the object…

28th February 2011 Presentation title 11

Click, Play & Watch Content Channels

YouTube Vimeo

Google Hangouts Flickr

Visual.ly

Click, Play & Listen Content Channels

Soundcloud iTunesU

Scroll Through & Read Content

Channels Scribd ISSUU

Slideshare

Page 12: Digital & Social Media Strategies Series: Content Generation & Curation

A user reward by great content will more likely reciprocate with a social share…

28th February 2011 Presentation title 12

Launch poster created by DC

Comics

Post on DC Comic’s

Facebook Page of poster

Page 13: Digital & Social Media Strategies Series: Content Generation & Curation

Shared user generated content holds greater authenticity with other users…

28th February 2011 Presentation title 13

User Generated

Content

Videos

Images

Comments (Recommendations)

Page 14: Digital & Social Media Strategies Series: Content Generation & Curation

APIs (also known as widgets) help spread and measure consumer advocacy…

28th February 2011 Presentation title 14

Word of Mouth

Advertising

Share Widgets

Like and Follow

Widgets Comment Widgets

Page 15: Digital & Social Media Strategies Series: Content Generation & Curation

In order to curate the content, you first need to build a base to host it…

28th February 2011 Presentation title 15

User Content Facilitator Tools

Competitions, Forums, Applications (APIs),

Online Forms

Content Hosting Platforms

Websites, Blogs, Facebook Tabs & other

Social Channels

Page 16: Digital & Social Media Strategies Series: Content Generation & Curation

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How can you measure Consumer Advocacy from Social Media?

•  Social Media for CRM •  Social Management Tools •  Analytics

Page 17: Digital & Social Media Strategies Series: Content Generation & Curation

CRM lists and campaigns are actually strengthened by Social Media…

28th February 2011 Presentation title 17

CRM Lists

Google Forms

Facebook Tab APIs

Twitter Lists

Page 18: Digital & Social Media Strategies Series: Content Generation & Curation

Social Media management tools track, assign and manage customer interactions…

28th February 2011 Presentation title 18

Community Management Tools can: • Assign posts • Set up Alerts on New User Posts • Create management teams • Track complaints and complaint resolution • Aid risk mitigation of channels and content • Create and view lists for monitoring • Create reports and view analytic data

Page 19: Digital & Social Media Strategies Series: Content Generation & Curation

Social Media platforms, like Facebook, also provide their own user insights…

28th February 2011 Presentation title 19

Google Analytics

Facebook Insights

YouTube Analytics

LinkedIn Insights


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