How Tesco creates content for social mediaJO ROSE @JO_85

Traditional advertising

Broadcast

messages

One too

many

One-way

comms

Broadcast

channels

Campaign

bursts

The rise of social networks and digital technology

Always

connected

Have a

voiceMore

choice

Two-way

dialogue

News

spreads

quickly

Trust in

peers

Requires

marketers to

undergo a

paradigm

shift

Great content marketing

Build and engage in

meaningful conversation

with your audience.

Content provides the

stories, social media

enables the dialogue. Get it right and you will

foster a network of

influential advocates far

more powerful and

effective than a TV ad or

outdoor billboard.

Shift #1: Focus –

but don’t just

focus on what

matters to you

Your brand

purpose

and brand

challenge

What matters

to your

audience and

what they want

to hear from

youContent

pillars: What

you can talk

about/point

of view

Being

helpful,

building

trust, food

quality

Food and

value – how to

cook for the

family and eat

well

Be

helpful

everyday

Offers and

great

value

Inspiring

content –

think

differently

Shift #1: Focus – but don’t just focus on what matters to you

Find your permissions and content territories

Prioritises

what

content

you

produce

Which

convos do

you get

involved

in?

And where

do you

keep

quiet?

Builds a

narrative

Sets you

apart

Shift #1: Focus – but don’t just focus on what matters to you

Have a point of view

Brand

personality

and tone

of voice

Walk the

walk

How to

best

position

things

Hashtags

should

flow

Build a

convo

calendar

around

mindsets

Shift #1: Focus – but don’t just focus on what matters to you

Land that point of view through a customer lens

Shift #2: Build

an ongoing

narrative

Shift #2: Build an ongoing narrative

Jab, jab, jab, right hook

Planning

Real

life

Food!

Shift #3: Tell

stories your

audience will

want to

tell

Story-

telling

technique

s

Be

emotive

Create

different

content

strands for

a story

Be

platform

native

Think

about the

convo you

could

generate

Shift #3: Tell stories your audience will want to tell

Create shareable content

Shift #4:

Be ‘of the

moment’

Obsess

about

mindsets

Customer

and

popular

culture

moments

Listen

and be

agile

Look for

trends and

spot in

advance

Shift #4: Be ‘of the moment’

Keep your finger on the pulse – stay relevant

Shift #5:

Listen and your

customers will

feel heard

Social

listening

as insight

Community

manage-

ment

Customer

services –

duty to

respond

Co-

creationOutreach

Shift #5: Listen and your customers will feel heard

Make the most of the feedback loop

Shift #6:

There are other

voices more

powerful than

yours

Press

Create

your own

influencer

groups

CelebritiesOther

brands

Shift #6: There are other voices more powerful than yours

Leverage the power of influencers

Intuition and an editorial eye

Shift #6:

There are

other voices

more

powerful than

yours

Shift #5:

Listen and

your

customers

will feel

heard

Shift #4:

Be ‘of the

moment’

Shift #3: Tell

stories your

audience will

want to

tell

Shift #2:

Build an

ongoing

narrative

Shift #1:

Focus – but

don’t just

focus on

what matters

to you

Recognise that social media

has created a shift

Embrace that shift

You’ll build something that

matters to people

And in turn that will drive

loyalty and advocacy for you

& what you do

Thank you

Content marketing: planning, creating and

distributing content that adds

value

Conference

16 April 2015

London

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