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Social Media Week 2013:
Content Marketing Bootcamp
Beyond the buzzword: What you really need to know
& how to bring it to life for your brands.


Presented by:                Rosie Siman, Sr. Strategist @360i

PROPRIETARY & CONFIDENTIAL
Hi! I’m Rosie!




                                i’m on twitter as @rosiesiman
                                     (let’s keep in touch!)
   PROPRIETARY & CONFIDENTIAL
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                                                                                            2
                                                                                            3
I work at 360i as a social strategist




                               (and it’s pretty awesome)
  PROPRIETARY & CONFIDENTIAL
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                                                                                         3
BTW, we’re hiring!




  PROPRIETARY & CONFIDENTIAL
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                                                                            4
BTW, we’re hiring!
INFLUENCER MARKETING                    ACCOUNT TEAM                 INTERNSHIPS!
     Social Publicist               DIGITAL Account Supervisor      HR ASSIsTANTS!
                                         Account Executive
          MEDIA                         Account Supervisor         TECH DIRECTORS!


careers.360i.com
    Media Supervisor                                                  DEVELOPERS!
     Media Manager
                                          CONTENT                     PRODUCERS
                                      Associate Copywriter        Senior Digital Producer
STRATEGY AND INSIGHTS                  Senior Copywriter          Production Coordinator
    VP Strategy Director
                                     Associate Art/Copy Team
   Manager, Insights AND                                                   SEO
                                   Content/Community Manager
          Planning                                                     SEO Manager
      PROPRIETARY & CONFIDENTIAL
                                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                            5
BTW, we’re hiring!
INFLUENCER MARKETING                    ACCOUNT TEAM                 INTERNSHIPS!
     Social Publicist               DIGITAL Account Supervisor      HR ASSIsTANTS!
                                         Account Executive
          MEDIA                         Account Supervisor         TECH DIRECTORS!


careers.360i.com
    Media Supervisor                                                  DEVELOPERS!
     Media Manager
                                          CONTENT                     PRODUCERS
                                      Associate Copywriter        Senior Digital Producer
STRATEGY AND INSIGHTS                  Senior Copywriter          Production Coordinator
    VP Strategy Director
                                     Associate Art/Copy Team
   Manager, Insights AND                                                   SEO
                                   Content/Community Manager
          Planning                                                     SEO Manager
      PROPRIETARY & CONFIDENTIAL
                                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                            5
Before we start...




  PROPRIETARY & CONFIDENTIAL
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                                                                            6
Content or commercial?




                                                 Source: Quibids.com


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                                                                            7
Content or commercial?




                                                 Source: Quibids.com


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                                                                            7
Content or commercial?




                                            Source: YouTube.com/Toyota


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                                                                            8
Content or commercial?




                                            Source: YouTube.com/Toyota


  PROPRIETARY & CONFIDENTIAL
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                                                                            8
Content or commercial?




                                                         Source: Facebook.com/Oreo
  PROPRIETARY & CONFIDENTIAL
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                                                                            9
Content or commercial?




                                                         Source: RedBullStratos.com
  PROPRIETARY & CONFIDENTIAL
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                                                                            10
Content or commercial?




                                                         Source: RedBullStratos.com
  PROPRIETARY & CONFIDENTIAL
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                                                                            11
Content or commercial?




                                                         Source: RedBullStratos.com
  PROPRIETARY & CONFIDENTIAL
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                                                                            11
WTF is content?




  PROPRIETARY & CONFIDENTIAL
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                                                                            12
Tweets
Status Updates



                 WTF is content?
Blog Posts
Newsletter
Sound Bite

Altered Image/Meme
Quiz
                            ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM
Poll/Survey
Video Clip                         THE PIECES OF YOUR BRAND STORY.
Lists

Slideshare Presentation                [THINK BIG. REAL BIG.]
Podcast
Short Film
Magazine
Lecture

Infographic
Widget
Event
Film
Webinar

Whitepaper
E-Book
Transmedia/ARG Experience
App                                              tweet along: @rosiesiman / @360i / #SMWcontent
WTF is content marketing?
                  THE ORGANIZATION, CREATION +
               DISTRIBUTION OF CONTENT TO BETTER
                  CONNECT WITH CONSUMERS OR
                     POTENTIAL CONSUMERS.

                  PLANNING                          CREATION
                                                                                 PUBLISHING
RESEARCH/
                                    DEVELOPMENT                 APPROVALS
LISTENING
   OPTIMIZATION


       PROPRIETARY & CONFIDENTIAL
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                                                                                               14
WTF is content marketing?
                  THE ORGANIZATION, CREATION +
               DISTRIBUTION OF CONTENT TO BETTER
                  CONNECT WITH CONSUMERS OR
                     POTENTIAL CONSUMERS.

                  PLANNING                          CREATION
                                                                                 PUBLISHING
RESEARCH/
                                    DEVELOPMENT                 APPROVALS
LISTENING
   OPTIMIZATION


       PROPRIETARY & CONFIDENTIAL
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                                                                                               14
Why are we here today?
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
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                                                                                                                     15
Consumers are more familiar with
self-publishing tools




  PROPRIETARY & CONFIDENTIAL
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                                                                            16
And they’re creating content that often
outperforms brands’




  PROPRIETARY & CONFIDENTIAL
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                                                                            17
And they’re creating content that often
outperforms brands’




  PROPRIETARY & CONFIDENTIAL
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                                                                            17
And then there’s this whole curation
thing




                                        Image Credit: Corrine W


  PROPRIETARY & CONFIDENTIAL
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                                                                            18
It doesn’t look like it’s going away




   PROPRIETARY & CONFIDENTIAL
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                                                                             19
CeeLo Green & Maria Popova. On the
same slide.




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                                                                            20
CeeLo Green & Maria Popova. On the
same slide.




  PROPRIETARY & CONFIDENTIAL
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                                                                            20
Consumers are loving it




                               So how can brands join in?
  PROPRIETARY & CONFIDENTIAL
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                                                                                 21
Three key pillars
1 // CONTENT DEVELOPMENT
2 // SYNDICATION + DISTRIBUTION
3 // OPTIMIZATION.
1 // Content Development
Content development should include
stock & flow.

What this means for your brand:
Develop a content marketing
framework.
1A // A brief pause to dissect “stock” &
  “flow”
                                       (CREATION AND CURATION OF):




                                                 +
STOCK                                                                              FLOW
“Stock is the durable stuff. It’s                                        “Flow is the feed. It’s the
the content you produce                                              posts and the tweets. It’s the
that’s as interesting in two                                         stream of daily and sub-daily
months (or two years) as it is                                        updates that remind people
today.”                                                                            that you exist.”




          PROPRIETARY & CONFIDENTIAL
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                                                                                                  24
1A // A brief pause to dissect “stock” &
“flow”
                     (Typically) Flow                                       (Typically) Stock




     Micro                               Base                 Hero                   Superhero


 Tweets                          Blog Posts             Slideshare Presentation     Event
 Status Updates                  Newsletter             Podcast                     Film
                                 Sound Bite             Short Film/Edited Video     Webinar
                                 Altered Image/Meme     Magazine                    Whitepaper
                                 Quiz                   Lecture                     E-Book

                                 Poll/Survey            Infographic                 Transmedia/ARG
                                                                                    Experience
                                 Video Clip             Widget
                                                                                    App
                                 Lists



    PROPRIETARY & CONFIDENTIAL
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                                                                                                   25
1A // Oreo’s Daily Twists were timely &
relevant




                The campaign culminated with a live event in Times Square where the
                                 final “Twist” was crowd-sourced
  PROPRIETARY & CONFIDENTIAL
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                                                                                             26
1A // Select topics with higher
perceived interest had interactive
elements




  PROPRIETARY & CONFIDENTIAL
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                                                                            27
1A // Select topics with higher
perceived interest had interactive
elements




  PROPRIETARY & CONFIDENTIAL
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                                                                            27
1 // You need a content strategy




  PROPRIETARY & CONFIDENTIAL
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                                                                            28
1 // You need a content strategy




  PROPRIETARY & CONFIDENTIAL
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                                                                            28
1 // You need a content strategy




  PROPRIETARY & CONFIDENTIAL
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                                                                            28
1 // You need a content strategy


                               TARGET




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET                    CONTENT BUCKETS




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET                    CONTENT BUCKETS




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET                    CONTENT BUCKETS




                               CONTENT EXAMPLES




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET                    CONTENT BUCKETS




                               CONTENT EXAMPLES




  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
1 // You need a content strategy


                               TARGET                    CONTENT BUCKETS




                               CONTENT EXAMPLES


                                CROSS PROMOTION

  PROPRIETARY & CONFIDENTIAL
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                                                                                     28
2 // Syndication & Distribution
Don’t assume that if you build it they
will come.

What this means for your brand:
Optimize paid, owned & earned
media.
2 // Investigate your options




  Unruly Media worked with Old Spice on                   7th Chamber & Lucky NY are other NY-based
  “The Man Your Man Could Smell Like”                                     partners
                   http://www.unrulymedia.com/wall-fame              http://www.the7thchamber.com/ // http://luckyny.com/




    PROPRIETARY & CONFIDENTIAL
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                                                                                                       30
2 // Investigate your options




  Unruly Media worked with Old Spice on                   7th Chamber & Lucky NY are other NY-based
  “The Man Your Man Could Smell Like”                                     partners
                   http://www.unrulymedia.com/wall-fame              http://www.the7thchamber.com/ // http://luckyny.com/




    PROPRIETARY & CONFIDENTIAL
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                                                                                                       30
2 // Build in cultural relevance to
leverage earned media




  Calvin Klein partnered with FashGIF to create GIFs of their new collection

   PROPRIETARY & CONFIDENTIAL
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                                                                                        31
2 // A well-defined voice can also help
make content sticky
   PERSONALITY                                           TONE                                 LANGUAGE                                   CONTENT
 You’ll want to make sure                   Tone may change based                     Personality and tone can be               It’s not just what you say
 you’re authentic – but by                on content or audience, but                                                          and how you say it, but what
                                                                                           interpreted differently.
 outlining personality traits               those changes should be                    Setting linguistic guidelines            you share. Defining your
  and acting more like a
                                            nuance – An overarching                                                            brand’s social tone of voice
                                                                                      will help all content creators
  person and less like a
                                             tone will set the stage of
 corporation, you’re giving                                                           have specific rules they can              will help set standards for
                                                     how you behave.
your community a reason to                                                             check themselves against.                  content creation and
          engage.                                                                                                                        curation.




      Snarky          Bold              Irreverent                     Your Cooler, Funnier Wingman               Style Guru     Perky       Down To Earth


           PROPRIETARY & CONFIDENTIAL
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                                                                                                                                 32
+ // Additional reading available




                                   Source: 360i Report
                  Paid and Earned Media: Building an Integrated Strategy
                        http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/




   PROPRIETARY & CONFIDENTIAL
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                                                                                                              33
3 // Optimization
Use data to help you optimize
content.

What this means for your brand:
Build a feedback loop into your
process.
3 // Consider social listening




   PROPRIETARY & CONFIDENTIAL
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                                                                             35
3 // Consider social listening




   PROPRIETARY & CONFIDENTIAL
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                                                                             35
3 // Consider social listening




   PROPRIETARY & CONFIDENTIAL
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                                                                             35
Oh, and brands are catching on.
Fast Company ties in e-commerce




         Fast Company curated a pop up shop through flash sale site Fab.com
  PROPRIETARY & CONFIDENTIAL
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                                                                                       37
Amex harnesses the power of small
business owners




Amex has curated a social media resource hub for a community of small business owners.

      PROPRIETARY & CONFIDENTIAL
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                                                                                        38
Yellow Pages highlights brand utility




  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
                             what you were trying to do.
   PROPRIETARY & CONFIDENTIAL
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                                                                                      39
Yellow Pages highlights brand utility




  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
                             what you were trying to do.
   PROPRIETARY & CONFIDENTIAL
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                                                                                      39
Yellow Pages highlights brand utility




  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter
                             what you were trying to do.
   PROPRIETARY & CONFIDENTIAL
                                         tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                      39
Oscar Mayer entertains fans through
participatory experiences




 Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
                    and created content throughout his adventure.
    PROPRIETARY & CONFIDENTIAL
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                                                                                       40
Oscar Mayer entertains fans through
participatory experiences




 Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
                    and created content throughout his adventure.
    PROPRIETARY & CONFIDENTIAL
                                          tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                       40
Oscar Mayer entertains fans through
participatory experiences




 Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon -
                    and created content throughout his adventure.
    PROPRIETARY & CONFIDENTIAL
                                          tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                       40
So I leave here & do what?
So I leave here & do what?
1 // LISTEN
2 // PLAN
3 // BE NIMBLE
4 // MEASURE & SHOWCASE SUCCESS.
Listen: Ask your community manager
to share insights




  PROPRIETARY & CONFIDENTIAL
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                                                                            42
Listen: Ask your community manager
to share insights


                               4.5k Likes
                               226 Shares



  PROPRIETARY & CONFIDENTIAL
                                    tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                 42
Listen: Ask your community manager
to share insights


                               4.5k Likes
                               226 Shares



  PROPRIETARY & CONFIDENTIAL
                                    tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                 42
Listen: Ask your community manager
to share insights


                               10k Likes
                               4.5k Likes
                               431 Shares
                               226



  PROPRIETARY & CONFIDENTIAL
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                                                                                 42
Plan: Build a team & put a plan on
paper




  PROPRIETARY & CONFIDENTIAL
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                                                                            43
Plan: Build a team & put a plan on
paper




RESEARCH/
LISTENING
     PROPRIETARY & CONFIDENTIAL
                                  tweet along: @rosiesiman / @360i / #SMWcontent
                                                                               43
Plan: Build a team & put a plan on
paper




RESEARCH/
                              PLANNING
LISTENING
     PROPRIETARY & CONFIDENTIAL
                                         tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                      43
Plan: Build a team & put a plan on
paper




RESEARCH/
                              PLANNING   DEVELOPMENT
LISTENING
     PROPRIETARY & CONFIDENTIAL
                                            tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                         43
Plan: Build a team & put a plan on
paper




RESEARCH/
                              PLANNING   DEVELOPMENT        EXECUTION
LISTENING
     PROPRIETARY & CONFIDENTIAL
                                            tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                         43
Plan: Build a team & put a plan on
paper




RESEARCH/
                              PLANNING   DEVELOPMENT        EXECUTION APPROVALS
LISTENING
     PROPRIETARY & CONFIDENTIAL
                                            tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                         43
Plan: Build a team & put a plan on
paper

   DIGITAL
  ANTHRO-
  POLOGIST




RESEARCH/
                               PLANNING   DEVELOPMENT        EXECUTION APPROVALS
LISTENING
      PROPRIETARY & CONFIDENTIAL
                                             tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                          43
Plan: Build a team & put a plan on
     paper

       DIGITAL
      ANTHRO-
      POLOGIST
                           SHOP-
CONSUMER                  ALONGS
 JOURNEY
             SOCIAL
           LISTENING




   RESEARCH/
                                       PLANNING   DEVELOPMENT        EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                  43
Plan: Build a team & put a plan on
     paper

       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                           SHOP-
CONSUMER                  ALONGS
 JOURNEY
             SOCIAL
           LISTENING




   RESEARCH/
                                       PLANNING         DEVELOPMENT        EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                           tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                        43
Plan: Build a team & put a plan on
     paper
                                            CONTENT
                                            STRATEGY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE


       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                           SHOP-
CONSUMER                  ALONGS
 JOURNEY
             SOCIAL
           LISTENING




   RESEARCH/
                                       PLANNING                 DEVELOPMENT        EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                   tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                43
Plan: Build a team & put a plan on
     paper
                                            CONTENT
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                  CONTENT
                           SHOP-
CONSUMER                  ALONGS                                  MANAGER
 JOURNEY
             SOCIAL
           LISTENING




   RESEARCH/
                                       PLANNING                 DEVELOPMENT        EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                   tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                43
Plan: Build a team & put a plan on
     paper                                                                  REPORTING

                                            CONTENT
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                  CONTENT
                           SHOP-
CONSUMER                  ALONGS                                  MANAGER
 JOURNEY
             SOCIAL
           LISTENING




   RESEARCH/
                                       PLANNING                 DEVELOPMENT         EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                   tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER
 JOURNEY
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT                                        PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER
 JOURNEY
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT                                        PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL                                                                             INFORMATION
                                                                                            ARCHITECT
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER
 JOURNEY
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT                                        PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL                                                                             INFORMATION
                                                                                            ARCHITECT
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                 VIDEO-
 JOURNEY                                                                                   GRAPHER
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT                                        PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL                                                                             INFORMATION
                                                                                            ARCHITECT
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                 VIDEO-
 JOURNEY                                                                                   GRAPHER
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR               ILLUSTRATOR/
                                                                                             DESIGNER



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING

                                            CONTENT                                        PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER

       DIGITAL                                                                             INFORMATION
                                                                                            ARCHITECT
      ANTHRO-                              STRATEGIST
      POLOGIST
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                 VIDEO-
 JOURNEY                                                                                   GRAPHER
             SOCIAL
           LISTENING                                      CONTENT
                                                          BUCKETS
                                                                     CONTENT
                                                                    CALENDAR               ILLUSTRATOR/
                                                                                             DESIGNER



   RESEARCH/
                                       PLANNING                 DEVELOPMENT            EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING
                                                                                                             VENDORS


                                            CONTENT                                           PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                            STRATEGIES                  VOICE     MANAGER           PARTNER
                                                                                     SHIPS


       DIGITAL                                                                                INFORMATION
                                                                                               ARCHITECT
      ANTHRO-                              STRATEGIST
                                                                                     INFO-
      POLOGIST                                                                     GRAPHICS
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                    VIDEO-
 JOURNEY                                                                                      GRAPHER
             SOCIAL
                                                          CONTENT                   BEHIND-
           LISTENING                                                                                      CONTENT
                                                                                     THE-
                                                          BUCKETS                   SCENES
                                                                                                         TEMPLATES

                                                                     CONTENT
                                                                    CALENDAR                  ILLUSTRATOR/
                                                                                                DESIGNER



   RESEARCH/
                                       PLANNING                 DEVELOPMENT             EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING
                                                                                                             VENDORS


                                            CONTENT                                           PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                                                        VOICE     MANAGER           PARTNER
                                                                                     SHIPS
                                                                                                                       CLIENT
                            STRATEGIES
                                                                                                                       LEGAL
       DIGITAL                                                                                INFORMATION
                                                                                               ARCHITECT
      ANTHRO-                              STRATEGIST
                                                                                     INFO-
      POLOGIST                                                                     GRAPHICS                            CLIENT
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                    VIDEO-
 JOURNEY                                                                                      GRAPHER
             SOCIAL
                                                          CONTENT                   BEHIND-
           LISTENING                                                                                      CONTENT
                                                          BUCKETS
                                                                                     THE-
                                                                                                         TEMPLATES     AGENCY
                                                                                    SCENES
                                                                     CONTENT                                            LEGAL
                                                                    CALENDAR                  ILLUSTRATOR/
                                                                                                DESIGNER



   RESEARCH/
                                       PLANNING                 DEVELOPMENT             EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Plan: Build a team & put a plan on
     paper                                                                     REPORTING
                                                                                                             VENDORS


                                            CONTENT                                           PRODUCER
                                            STRATEGY             COMMUNITY
                             CAMPAIGN                   BRAND
                                                        VOICE     MANAGER           PARTNER
                                                                                     SHIPS
                                                                                                                       CLIENT
                            STRATEGIES
                                                                                                                       LEGAL
       DIGITAL                                                                                INFORMATION
                                                                                               ARCHITECT
      ANTHRO-                              STRATEGIST
                                                                                     INFO-
      POLOGIST                                                                     GRAPHICS                            CLIENT
                                                                    CONTENT
                           SHOP-
CONSUMER                  ALONGS                                    MANAGER                    VIDEO-
 JOURNEY                                                                                      GRAPHER
             SOCIAL
                                                          CONTENT                   BEHIND-
           LISTENING                                                                                      CONTENT
                                                          BUCKETS
                                                                                     THE-
                                                                                                         TEMPLATES     AGENCY
                                                                                    SCENES
                                                                     CONTENT                                            LEGAL
                                                                    CALENDAR                  ILLUSTRATOR/
                                                                                                DESIGNER



   RESEARCH/
                                       PLANNING                 DEVELOPMENT             EXECUTION APPROVALS
   LISTENING
              PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  43
Be Nimble: Create a simplified
approval process




... & pay attention to the world around you
  PROPRIETARY & CONFIDENTIAL
                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                            44
Be Nimble: Create a simplified
approval process


         FASTER CONTENT
           APPROVALS




... & pay attention to the world around you
  PROPRIETARY & CONFIDENTIAL
                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                            44
Be Nimble: Create a simplified
approval process


         FASTER CONTENT          UNDERSTAND
           APPROVALS              THE RULES




... & pay attention to the world around you
  PROPRIETARY & CONFIDENTIAL
                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                            44
(Cultural relevance fades fast)
                                                   Search Volume for “Binders of Women”
Source: Trends.Google.com




                            PROPRIETARY & CONFIDENTIAL
                                                                     tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                                  45
Measure & Showcase Success: Focus
on what matters.




  PROPRIETARY & CONFIDENTIAL
                               tweet along: @rosiesiman / @360i / #SMWcontent
                                                                            46
BUT REMEMBER...

“Rules are what the artist breaks; the
most memorable work never
emerged from a formula.”
Tying it all back together.
            CHANGE AGENT                                    MARKETING IMPACT
Digital platforms are empowering consumers         Content is a powerful way to connect with people
  to create, curate and share more content.         in the same ways they are already connecting
  As a result, content is becoming central to      with each other. Successful programs will create
how people interact online – with each other             cultural relevancy + open the door to
                and with brands.                         conversations with their customers.


                CHALLENGES                                       NEXT STEPS
Content marketing is an evolving space that is        Develop a content strategy that addresses
    not so easily defined. It’s not just about       the three key pillars: content development;
creating great content – it’s about making sure             architecture and optimization.
you deliver it in the right environments, to the
       right audience, at the right time.



       PROPRIETARY & CONFIDENTIAL
                                                   tweet along: @rosiesiman / @360i / #SMWcontent
                                                                                                48
Let’s be on the same team.




                  tweet along: @rosiesiman / @360i / #SMWcontent
                                                               49
Let’s be on the same team.




                  tweet along: @rosiesiman / @360i / #SMWcontent
                                                               49
Let’s be on the same team.




         What’s your word?
                  tweet along: @rosiesiman / @360i / #SMWcontent
                                                               49
THANK YOU!
<3 @rosiesiman
http://bit.ly/360iSMWcontent



         ...& a shameless plug:
         thetuesdayten.com

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Content Marketing Bootcamp for Brands

  • 1. Social Media Week 2013: Content Marketing Bootcamp Beyond the buzzword: What you really need to know & how to bring it to life for your brands. Presented by: Rosie Siman, Sr. Strategist @360i PROPRIETARY & CONFIDENTIAL
  • 2. Hi! I’m Rosie! i’m on twitter as @rosiesiman (let’s keep in touch!) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 2 3
  • 3. I work at 360i as a social strategist (and it’s pretty awesome) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 3
  • 4. BTW, we’re hiring! PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 4
  • 5. BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
  • 6. BTW, we’re hiring! INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS! Social Publicist DIGITAL Account Supervisor HR ASSIsTANTS! Account Executive MEDIA Account Supervisor TECH DIRECTORS! careers.360i.com Media Supervisor DEVELOPERS! Media Manager CONTENT PRODUCERS Associate Copywriter Senior Digital Producer STRATEGY AND INSIGHTS Senior Copywriter Production Coordinator VP Strategy Director Associate Art/Copy Team Manager, Insights AND SEO Content/Community Manager Planning SEO Manager PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 5
  • 7. Before we start... PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 6
  • 8. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
  • 9. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
  • 10. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
  • 11. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
  • 12. Content or commercial? Source: Facebook.com/Oreo PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 9
  • 13. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 10
  • 14. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
  • 15. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
  • 16. WTF is content? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 12
  • 17. Tweets Status Updates WTF is content? Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM Poll/Survey Video Clip THE PIECES OF YOUR BRAND STORY. Lists Slideshare Presentation [THINK BIG. REAL BIG.] Podcast Short Film Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App tweet along: @rosiesiman / @360i / #SMWcontent
  • 18. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
  • 19. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHING RESEARCH/ DEVELOPMENT APPROVALS LISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
  • 20. Why are we here today? 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 tweet along: @rosiesiman / @360i / #SMWcontent 15
  • 21. Consumers are more familiar with self-publishing tools PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 16
  • 22. And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
  • 23. And they’re creating content that often outperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
  • 24. And then there’s this whole curation thing Image Credit: Corrine W PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 18
  • 25. It doesn’t look like it’s going away PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 19
  • 26. CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
  • 27. CeeLo Green & Maria Popova. On the same slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
  • 28. Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 21
  • 29. Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
  • 30. 1 // Content Development Content development should include stock & flow. What this means for your brand: Develop a content marketing framework.
  • 31. 1A // A brief pause to dissect “stock” & “flow” (CREATION AND CURATION OF): + STOCK FLOW “Stock is the durable stuff. It’s “Flow is the feed. It’s the the content you produce posts and the tweets. It’s the that’s as interesting in two stream of daily and sub-daily months (or two years) as it is updates that remind people today.” that you exist.” PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 24
  • 32. 1A // A brief pause to dissect “stock” & “flow” (Typically) Flow (Typically) Stock Micro Base Hero Superhero Tweets Blog Posts Slideshare Presentation Event Status Updates Newsletter Podcast Film Sound Bite Short Film/Edited Video Webinar Altered Image/Meme Magazine Whitepaper Quiz Lecture E-Book Poll/Survey Infographic Transmedia/ARG Experience Video Clip Widget App Lists PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 25
  • 33. 1A // Oreo’s Daily Twists were timely & relevant The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 26
  • 34. 1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
  • 35. 1A // Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
  • 36. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 37. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 38. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 39. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 40. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 41. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 42. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 43. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 44. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 45. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES CROSS PROMOTION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
  • 46. 2 // Syndication & Distribution Don’t assume that if you build it they will come. What this means for your brand: Optimize paid, owned & earned media.
  • 47. 2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
  • 48. 2 // Investigate your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are other NY-based “The Man Your Man Could Smell Like” partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 30
  • 49. 2 // Build in cultural relevance to leverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 31
  • 50. 2 // A well-defined voice can also help make content sticky PERSONALITY TONE LANGUAGE CONTENT You’ll want to make sure Tone may change based Personality and tone can be It’s not just what you say you’re authentic – but by on content or audience, but and how you say it, but what interpreted differently. outlining personality traits those changes should be Setting linguistic guidelines you share. Defining your and acting more like a nuance – An overarching brand’s social tone of voice will help all content creators person and less like a tone will set the stage of corporation, you’re giving have specific rules they can will help set standards for how you behave. your community a reason to check themselves against. content creation and engage. curation. Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 32
  • 51. + // Additional reading available Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 33
  • 52. 3 // Optimization Use data to help you optimize content. What this means for your brand: Build a feedback loop into your process.
  • 53. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 54. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 55. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
  • 56. Oh, and brands are catching on.
  • 57. Fast Company ties in e-commerce Fast Company curated a pop up shop through flash sale site Fab.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 37
  • 58. Amex harnesses the power of small business owners Amex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 38
  • 59. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 60. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 61. Yellow Pages highlights brand utility YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 39
  • 62. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 63. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 64. Oscar Mayer entertains fans through participatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 40
  • 65. So I leave here & do what?
  • 66. So I leave here & do what? 1 // LISTEN 2 // PLAN 3 // BE NIMBLE 4 // MEASURE & SHOWCASE SUCCESS.
  • 67. Listen: Ask your community manager to share insights PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 68. Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 69. Listen: Ask your community manager to share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 70. Listen: Ask your community manager to share insights 10k Likes 4.5k Likes 431 Shares 226 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
  • 71. Plan: Build a team & put a plan on paper PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 72. Plan: Build a team & put a plan on paper RESEARCH/ LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 73. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 74. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 75. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 76. Plan: Build a team & put a plan on paper RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 77. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 78. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 79. Plan: Build a team & put a plan on paper DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 80. Plan: Build a team & put a plan on paper CONTENT STRATEGY CAMPAIGN BRAND STRATEGIES VOICE DIGITAL ANTHRO- STRATEGIST POLOGIST SHOP- CONSUMER ALONGS JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 81. Plan: Build a team & put a plan on paper CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 82. Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 83. Plan: Build a team & put a plan on paper REPORTING CONTENT STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 84. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 85. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER JOURNEY SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 86. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 87. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 88. Plan: Build a team & put a plan on paper REPORTING CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST POLOGIST CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL LISTENING CONTENT BUCKETS CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 89. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND STRATEGIES VOICE MANAGER PARTNER SHIPS DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT THE- BUCKETS SCENES TEMPLATES CONTENT CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 90. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 91. Plan: Build a team & put a plan on paper REPORTING VENDORS CONTENT PRODUCER STRATEGY COMMUNITY CAMPAIGN BRAND VOICE MANAGER PARTNER SHIPS CLIENT STRATEGIES LEGAL DIGITAL INFORMATION ARCHITECT ANTHRO- STRATEGIST INFO- POLOGIST GRAPHICS CLIENT CONTENT SHOP- CONSUMER ALONGS MANAGER VIDEO- JOURNEY GRAPHER SOCIAL CONTENT BEHIND- LISTENING CONTENT BUCKETS THE- TEMPLATES AGENCY SCENES CONTENT LEGAL CALENDAR ILLUSTRATOR/ DESIGNER RESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALS LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
  • 92. Be Nimble: Create a simplified approval process ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 93. Be Nimble: Create a simplified approval process FASTER CONTENT APPROVALS ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 94. Be Nimble: Create a simplified approval process FASTER CONTENT UNDERSTAND APPROVALS THE RULES ... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
  • 95. (Cultural relevance fades fast) Search Volume for “Binders of Women” Source: Trends.Google.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 45
  • 96. Measure & Showcase Success: Focus on what matters. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 46
  • 97. BUT REMEMBER... “Rules are what the artist breaks; the most memorable work never emerged from a formula.”
  • 98. Tying it all back together. CHANGE AGENT MARKETING IMPACT Digital platforms are empowering consumers Content is a powerful way to connect with people to create, curate and share more content. in the same ways they are already connecting As a result, content is becoming central to with each other. Successful programs will create how people interact online – with each other cultural relevancy + open the door to and with brands. conversations with their customers. CHALLENGES NEXT STEPS Content marketing is an evolving space that is Develop a content strategy that addresses not so easily defined. It’s not just about the three key pillars: content development; creating great content – it’s about making sure architecture and optimization. you deliver it in the right environments, to the right audience, at the right time. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 48
  • 99. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 100. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 101. Let’s be on the same team. What’s your word? tweet along: @rosiesiman / @360i / #SMWcontent 49
  • 102. THANK YOU! <3 @rosiesiman http://bit.ly/360iSMWcontent ...& a shameless plug: thetuesdayten.com

Editor's Notes

  1. find laurie and shout out
  2. before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
  3. before we start we’re going to play a litlte game (these are my favorite games - and i love games, by the way) i like to call content or ad it’s not a right answers game it’s a gut game i’m going to play you a clip or show something on the screen and then i’m going to ask content or ad and you’re going to shout a response. and it will be way more fun if you participate. cool?
  4. (live vote) but all content does not have to resemble an ad. this better resembles a music video and is one of my all time favorite ads/pieces of branded content. It’s a known fact: Minivans just aren’t that cool and really haven’t been for quite some time now. Apparently, however, someone forgot to tell the millions of people (and counting) that have viewed Toyota’s “Swagger Wagon” online commercials over the past few weeks. Here is where they were shared the most: 1. Facebook: 199,287 shares 2. Twitter: 4,584 tweets 3. Blogs: 687 blog posts (plus one more to include this post) 4. YouTube: 2,770,608 views (including 1,066 comments)
  5. (live vote) remember this? red bull sent felix baumgartner to the edge of space and back down to earth the built a website and released teaser, interviews, science, stats
  6. (live vote) now this, this is more like an ad. i quite like this model though. do something cool &amp; then tell the world about it.
  7. alright alright so what the fuck is content. turns out a lot of things are content. this is content. this is content. this is definitely content. but this is content too. i’d argue all ads are content - not necessarily all GOOD content, but content. but all content does not have to resemble an ad.
  8. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  9. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  10. examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  11. this can include an editorial calendar, a brand voice doc, and ultimately a content strategy
  12. tie it back to a business objective
  13. you can build in cultural relevance
  14. you can build in cultural relevance
  15. you can build in cultural relevance
  16. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  17. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  18. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  19. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  20. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  21. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
  22. Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Data is your friend!
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