Download - PR + Social Media Summit 2013

HANSON DODGE CREATIVEMaking the world more active.™

@sarahvanelzen #PRSMContent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.


What is content?

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Campaigns.

TV spots.Online ads.

Press releases. Videos.

Tweets.

Articles.

White Papers. Slides.

Facebook posts.

Blogs.

Social ads.

Webinars.

eBooks.

What is content?



20% of all time spent online is devoted to reading content.

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Source: Content Marketing Institute



What is good content?

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Educational, provides facts or details

Principles of Good Content

#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10


#1 Informative



47% of all social posts contain content-sharing links

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Source: MarketingProfs

#1 Informative



#1 Informative



#1 Informative



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Inspirational, joyful, heartwarming


#2 Emotional



#2 Emotional



Only 4% of women around the world consider themselves beautiful.

Dove is committed to building positive self-esteem and inspiring women.

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#2 Emotional



#2 Emotional



#2 Emotional



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Honest and open, easy to understand


#3 Transparent



#3 Transparent



#3 Transparent



#3 Transparent


ResultsOver 20,000 questions answeredMore than 2 million visits to the site Visitors spend 4:30 minutes (avg.) on the siteVisitors read ~12 questions per visit



#3 Transparent



#3 Transparent



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Designed for a practical purpose, solves problems, productive


#4 Useful



#4 Useful



#4 Useful



#4 Useful



#4 Useful



#4 Useful



#4 Useful



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Causes laughter, happiness, enjoyment


#5 Amusing



#5 Amusing



#5 Amusing



50% of people talk with friends after watching a video

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Source: Google Think



#5 Amusing



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Leads to a business deal, conversion or sale


#6 Transactional


@sarahvanelzen #PRSMContent#6 Transactional



Posts with photos attract 120% more engagement than the average post

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Source: Wishpond



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Searchable, targeted, result provides expected outcome


#7 Optimized



#7 Optimized





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Relates to the audience, specific, personal


#8 Relevant



#8 Relevant



#8 Relevant



#8 Relevant



Social posts with less than 80 characters get 66% more engagement

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Source: Track Social



#8 Relevant


Results250+ total stories53 million+ media impressions200+ TV mentionsAt least two TV crews covered the event each dayOpening Day: 4 TV crews, 2 news choppers, print feature1,664,614 Facebook impressions gained during the event1,260,986 Twitter impressions gained during the event



#8 Relevant



#8 Relevant



#8 Relevant



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Smart, clever and able to move quickly


#9 Agile



#9 Agile



#9 Agile



#9 Agile



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Upholds brand position, values and voice


#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven



#10 Brand-driven


ResultsGrew community from 66,042 to 137,756100% growth from year to year56,412 sweepstakes entries20,000 email opt-insRaised $13,000 for community partner (Bucket Brigade) and developed ongoing philanthropic relationship with ACGA Record e-commerce and shelf sales



#10 Brand-driven



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HANSON DODGE CREATIVEMaking the world more active.™