Social Media Week 2013:Content Marketing BootcampBeyond the buzzword: What you really need to know& how to bring it to lif...
Hi! I’m Rosie!                                i’m on twitter as @rosiesiman                                     (let’s kee...
I work at 360i as a social strategist                               (and it’s pretty awesome)  PROPRIETARY & CONFIDENTIAL ...
BTW, we’re hiring!  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360i / #SMWconten...
BTW, we’re hiring!INFLUENCER MARKETING                    ACCOUNT TEAM                 INTERNSHIPS!     Social Publicist  ...
BTW, we’re hiring!INFLUENCER MARKETING                    ACCOUNT TEAM                 INTERNSHIPS!     Social Publicist  ...
Before we start...  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360i / #SMWconten...
Content or commercial?                                                 Source: Quibids.com  PROPRIETARY & CONFIDENTIAL    ...
Content or commercial?                                                 Source: Quibids.com  PROPRIETARY & CONFIDENTIAL    ...
Content or commercial?                                            Source: YouTube.com/Toyota  PROPRIETARY & CONFIDENTIAL  ...
Content or commercial?                                            Source: YouTube.com/Toyota  PROPRIETARY & CONFIDENTIAL  ...
Content or commercial?                                                         Source: Facebook.com/Oreo  PROPRIETARY & CO...
Content or commercial?                                                         Source: RedBullStratos.com  PROPRIETARY & C...
Content or commercial?                                                         Source: RedBullStratos.com  PROPRIETARY & C...
Content or commercial?                                                         Source: RedBullStratos.com  PROPRIETARY & C...
WTF is content?  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360i / #SMWcontent  ...
TweetsStatus Updates                 WTF is content?Blog PostsNewsletterSound BiteAltered Image/MemeQuiz                  ...
WTF is content marketing?                  THE ORGANIZATION, CREATION +               DISTRIBUTION OF CONTENT TO BETTER   ...
WTF is content marketing?                  THE ORGANIZATION, CREATION +               DISTRIBUTION OF CONTENT TO BETTER   ...
Why are we here today?CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT                      Source: “A Global Up...
Consumers are more familiar withself-publishing tools  PROPRIETARY & CONFIDENTIAL                               tweet alon...
And they’re creating content that oftenoutperforms brands’  PROPRIETARY & CONFIDENTIAL                               tweet...
And they’re creating content that oftenoutperforms brands’  PROPRIETARY & CONFIDENTIAL                               tweet...
And then there’s this whole curationthing                                        Image Credit: Corrine W  PROPRIETARY & CO...
It doesn’t look like it’s going away   PROPRIETARY & CONFIDENTIAL                                tweet along: @rosiesiman ...
CeeLo Green & Maria Popova. On thesame slide.  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosi...
CeeLo Green & Maria Popova. On thesame slide.  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosi...
Consumers are loving it                               So how can brands join in?  PROPRIETARY & CONFIDENTIAL              ...
Three key pillars1 // CONTENT DEVELOPMENT2 // SYNDICATION + DISTRIBUTION3 // OPTIMIZATION.
1 // Content DevelopmentContent development should includestock & flow.What this means for your brand:Develop a content ma...
1A // A brief pause to dissect “stock” &  “flow”                                       (CREATION AND CURATION OF):        ...
1A // A brief pause to dissect “stock” &“flow”                     (Typically) Flow                                       ...
1A // Oreo’s Daily Twists were timely &relevant                The campaign culminated with a live event in Times Square w...
1A // Select topics with higherperceived interest had interactiveelements  PROPRIETARY & CONFIDENTIAL                     ...
1A // Select topics with higherperceived interest had interactiveelements  PROPRIETARY & CONFIDENTIAL                     ...
1 // You need a content strategy  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360...
1 // You need a content strategy  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360...
1 // You need a content strategy  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman / @360...
1 // You need a content strategy                               TARGET  PROPRIETARY & CONFIDENTIAL                         ...
1 // You need a content strategy                               TARGET  PROPRIETARY & CONFIDENTIAL                         ...
1 // You need a content strategy                               TARGET                    CONTENT BUCKETS  PROPRIETARY & CO...
1 // You need a content strategy                               TARGET                    CONTENT BUCKETS  PROPRIETARY & CO...
1 // You need a content strategy                               TARGET                    CONTENT BUCKETS                  ...
1 // You need a content strategy                               TARGET                    CONTENT BUCKETS                  ...
1 // You need a content strategy                               TARGET                    CONTENT BUCKETS                  ...
2 // Syndication & DistributionDon’t assume that if you build it theywill come.What this means for your brand:Optimize pai...
2 // Investigate your options  Unruly Media worked with Old Spice on                   7th Chamber & Lucky NY are other NY...
2 // Investigate your options  Unruly Media worked with Old Spice on                   7th Chamber & Lucky NY are other NY...
2 // Build in cultural relevance toleverage earned media  Calvin Klein partnered with FashGIF to create GIFs of their new ...
2 // A well-defined voice can also helpmake content sticky   PERSONALITY                                           TONE   ...
+ // Additional reading available                                   Source: 360i Report                  Paid and Earned M...
3 // OptimizationUse data to help you optimizecontent.What this means for your brand:Build a feedback loop into yourprocess.
3 // Consider social listening   PROPRIETARY & CONFIDENTIAL                                tweet along: @rosiesiman / @360...
3 // Consider social listening   PROPRIETARY & CONFIDENTIAL                                tweet along: @rosiesiman / @360...
3 // Consider social listening   PROPRIETARY & CONFIDENTIAL                                tweet along: @rosiesiman / @360...
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 & ...
Amex harnesses the power of smallbusiness ownersAmex has curated a social media resource hub for a community of small busi...
Yellow Pages highlights brand utility  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter  ...
Yellow Pages highlights brand utility  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter  ...
Yellow Pages highlights brand utility  YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter  ...
Oscar Mayer entertains fans throughparticipatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the countr...
Oscar Mayer entertains fans throughparticipatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the countr...
Oscar Mayer entertains fans throughparticipatory experiences Oscar Mayer’s Bacon Barter sent Josh Sankey across the countr...
So I leave here & do what?
So I leave here & do what?1 // LISTEN2 // PLAN3 // BE NIMBLE4 // MEASURE & SHOWCASE SUCCESS.
Listen: Ask your community managerto share insights  PROPRIETARY & CONFIDENTIAL                               tweet along:...
Listen: Ask your community managerto share insights                               4.5k Likes                              ...
Listen: Ask your community managerto share insights                               4.5k Likes                              ...
Listen: Ask your community managerto share insights                               10k Likes                               ...
Plan: Build a team & put a plan onpaper  PROPRIETARY & CONFIDENTIAL                               tweet along: @rosiesiman...
Plan: Build a team & put a plan onpaperRESEARCH/LISTENING     PROPRIETARY & CONFIDENTIAL                                  ...
Plan: Build a team & put a plan onpaperRESEARCH/                              PLANNINGLISTENING     PROPRIETARY & CONFIDEN...
Plan: Build a team & put a plan onpaperRESEARCH/                              PLANNING   DEVELOPMENTLISTENING     PROPRIET...
Plan: Build a team & put a plan onpaperRESEARCH/                              PLANNING   DEVELOPMENT        EXECUTIONLISTE...
Plan: Build a team & put a plan onpaperRESEARCH/                              PLANNING   DEVELOPMENT        EXECUTION APPR...
Plan: Build a team & put a plan onpaper   DIGITAL  ANTHRO-  POLOGISTRESEARCH/                               PLANNING   DEV...
Plan: Build a team & put a plan on     paper       DIGITAL      ANTHRO-      POLOGIST                           SHOP-CONSU...
Plan: Build a team & put a plan on     paper       DIGITAL      ANTHRO-                              STRATEGIST      POLOG...
Plan: Build a team & put a plan on     paper                                            CONTENT                           ...
Plan: Build a team & put a plan on     paper                                            CONTENT                           ...
Plan: Build a team & put a plan on     paper                                                                  REPORTING   ...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Plan: Build a team & put a plan on     paper                                                                     REPORTING...
Be Nimble: Create a simplifiedapproval process... & pay attention to the world around you  PROPRIETARY & CONFIDENTIAL     ...
Be Nimble: Create a simplifiedapproval process         FASTER CONTENT           APPROVALS... & pay attention to the world ...
Be Nimble: Create a simplifiedapproval process         FASTER CONTENT          UNDERSTAND           APPROVALS             ...
(Cultural relevance fades fast)                                                   Search Volume for “Binders of Women”Sour...
Measure & Showcase Success: Focuson what matters.  PROPRIETARY & CONFIDENTIAL                               tweet along: @...
BUT REMEMBER...“Rules are what the artist breaks; themost memorable work neveremerged from a formula.”
Tying it all back together.            CHANGE AGENT                                    MARKETING IMPACTDigital platforms a...
Let’s be on the same team.                  tweet along: @rosiesiman / @360i / #SMWcontent                                ...
Let’s be on the same team.                  tweet along: @rosiesiman / @360i / #SMWcontent                                ...
Let’s be on the same team.         What’s your word?                  tweet along: @rosiesiman / @360i / #SMWcontent      ...
THANK YOU!<3 @rosiesimanhttp://bit.ly/360iSMWcontent         ...& a shameless plug:         thetuesdayten.com
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Content Marketing Bootcamp for Brands

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Senior Strategist Rosie Siman spoke about Content Marketing during Social Media Week. You can find her full content marketing POV here: http://www.360i.com/reports/content-marketing/
And links from this presentation here: http://bit.ly/360iSMWcontent
Want more? Subscribe to her newsletter, The Tuesday Ten: http://www.thetuesdayten.com

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  • find laurie and shout out
  • 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?
  • 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?
  • (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)
  • (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
  • (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.
  • 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.
  • examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  • examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  • examples of content marketing strategy strategy vs planning? inc. hello giglges, etc.
  • this can include an editorial calendar, a brand voice doc, and ultimately a content strategy
  • tie it back to a business objective
  • you can build in cultural relevance
  • you can build in cultural relevance
  • you can build in cultural relevance
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • Content Marketing Bootcamp for Brands

    1. 1. Social Media Week 2013:Content Marketing BootcampBeyond the buzzword: What you really need to know& how to bring it to life for your brands.Presented by: Rosie Siman, Sr. Strategist @360iPROPRIETARY & CONFIDENTIAL
    2. 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. 3. I work at 360i as a social strategist (and it’s pretty awesome) PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 3
    4. 4. BTW, we’re hiring! PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 4
    5. 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 ProducerSTRATEGY 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. 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 ProducerSTRATEGY 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. 7. Before we start... PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 6
    8. 8. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
    9. 9. Content or commercial? Source: Quibids.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 7
    10. 10. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
    11. 11. Content or commercial? Source: YouTube.com/Toyota PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 8
    12. 12. Content or commercial? Source: Facebook.com/Oreo PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 9
    13. 13. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 10
    14. 14. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
    15. 15. Content or commercial? Source: RedBullStratos.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 11
    16. 16. WTF is content? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 12
    17. 17. TweetsStatus Updates WTF is content?Blog PostsNewsletterSound BiteAltered Image/MemeQuiz ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORMPoll/SurveyVideo Clip THE PIECES OF YOUR BRAND STORY.ListsSlideshare Presentation [THINK BIG. REAL BIG.]PodcastShort FilmMagazineLectureInfographicWidgetEventFilmWebinarWhitepaperE-BookTransmedia/ARG ExperienceApp tweet along: @rosiesiman / @360i / #SMWcontent
    18. 18. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHINGRESEARCH/ DEVELOPMENT APPROVALSLISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
    19. 19. WTF is content marketing? THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS. PLANNING CREATION PUBLISHINGRESEARCH/ DEVELOPMENT APPROVALSLISTENING OPTIMIZATION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 14
    20. 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. 21. Consumers are more familiar withself-publishing tools PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 16
    22. 22. And they’re creating content that oftenoutperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
    23. 23. And they’re creating content that oftenoutperforms brands’ PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 17
    24. 24. And then there’s this whole curationthing Image Credit: Corrine W PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 18
    25. 25. It doesn’t look like it’s going away PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 19
    26. 26. CeeLo Green & Maria Popova. On thesame slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
    27. 27. CeeLo Green & Maria Popova. On thesame slide. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 20
    28. 28. Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 21
    29. 29. Three key pillars1 // CONTENT DEVELOPMENT2 // SYNDICATION + DISTRIBUTION3 // OPTIMIZATION.
    30. 30. 1 // Content DevelopmentContent development should includestock & flow.What this means for your brand:Develop a content marketingframework.
    31. 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 thethe content you produce posts and the tweets. It’s thethat’s as interesting in two stream of daily and sub-dailymonths (or two years) as it is updates that remind peopletoday.” that you exist.” PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 24
    32. 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. 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. 34. 1A // Select topics with higherperceived interest had interactiveelements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
    35. 35. 1A // Select topics with higherperceived interest had interactiveelements PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 27
    36. 36. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    37. 37. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    38. 38. 1 // You need a content strategy PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    39. 39. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    40. 40. 1 // You need a content strategy TARGET PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    41. 41. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    42. 42. 1 // You need a content strategy TARGET CONTENT BUCKETS PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    43. 43. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    44. 44. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    45. 45. 1 // You need a content strategy TARGET CONTENT BUCKETS CONTENT EXAMPLES CROSS PROMOTION PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 28
    46. 46. 2 // Syndication & DistributionDon’t assume that if you build it theywill come.What this means for your brand:Optimize paid, owned & earnedmedia.
    47. 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. 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. 49. 2 // Build in cultural relevance toleverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 31
    50. 50. 2 // A well-defined voice can also helpmake 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. 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. 52. 3 // OptimizationUse data to help you optimizecontent.What this means for your brand:Build a feedback loop into yourprocess.
    53. 53. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
    54. 54. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
    55. 55. 3 // Consider social listening PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 35
    56. 56. Oh, and brands are catching on.
    57. 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. 58. Amex harnesses the power of smallbusiness ownersAmex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 38
    59. 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. 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. 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. 62. Oscar Mayer entertains fans throughparticipatory 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. 63. Oscar Mayer entertains fans throughparticipatory 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. 64. Oscar Mayer entertains fans throughparticipatory 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. 65. So I leave here & do what?
    66. 66. So I leave here & do what?1 // LISTEN2 // PLAN3 // BE NIMBLE4 // MEASURE & SHOWCASE SUCCESS.
    67. 67. Listen: Ask your community managerto share insights PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
    68. 68. Listen: Ask your community managerto share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
    69. 69. Listen: Ask your community managerto share insights 4.5k Likes 226 Shares PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
    70. 70. Listen: Ask your community managerto share insights 10k Likes 4.5k Likes 431 Shares 226 PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 42
    71. 71. Plan: Build a team & put a plan onpaper PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    72. 72. Plan: Build a team & put a plan onpaperRESEARCH/LISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    73. 73. Plan: Build a team & put a plan onpaperRESEARCH/ PLANNINGLISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    74. 74. Plan: Build a team & put a plan onpaperRESEARCH/ PLANNING DEVELOPMENTLISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    75. 75. Plan: Build a team & put a plan onpaperRESEARCH/ PLANNING DEVELOPMENT EXECUTIONLISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    76. 76. Plan: Build a team & put a plan onpaperRESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALSLISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    77. 77. Plan: Build a team & put a plan onpaper DIGITAL ANTHRO- POLOGISTRESEARCH/ PLANNING DEVELOPMENT EXECUTION APPROVALSLISTENING PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 43
    78. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 92. Be Nimble: Create a simplifiedapproval process... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
    93. 93. Be Nimble: Create a simplifiedapproval process FASTER CONTENT APPROVALS... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
    94. 94. Be Nimble: Create a simplifiedapproval process FASTER CONTENT UNDERSTAND APPROVALS THE RULES... & pay attention to the world around you PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 44
    95. 95. (Cultural relevance fades fast) Search Volume for “Binders of Women”Source: Trends.Google.com PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 45
    96. 96. Measure & Showcase Success: Focuson what matters. PROPRIETARY & CONFIDENTIAL tweet along: @rosiesiman / @360i / #SMWcontent 46
    97. 97. BUT REMEMBER...“Rules are what the artist breaks; themost memorable work neveremerged from a formula.”
    98. 98. Tying it all back together. CHANGE AGENT MARKETING IMPACTDigital 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 createhow people interact online – with each other cultural relevancy + open the door to and with brands. conversations with their customers. CHALLENGES NEXT STEPSContent 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. 99. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
    100. 100. Let’s be on the same team. tweet along: @rosiesiman / @360i / #SMWcontent 49
    101. 101. Let’s be on the same team. What’s your word? tweet along: @rosiesiman / @360i / #SMWcontent 49
    102. 102. THANK YOU!<3 @rosiesimanhttp://bit.ly/360iSMWcontent ...& a shameless plug: thetuesdayten.com
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