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PR + Social Media Summit 2013

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Ever wonder if your content resonates with your audience? Social engagement can provide positive reinforcement, but how do you know if your content truly has impact? Sarah will discuss what defines …

Ever wonder if your content resonates with your audience? Social engagement can provide positive reinforcement, but how do you know if your content truly has impact? Sarah will discuss what defines “good” content, provide industry-relevant examples and showcase the top 10 principles every writer needs to know. This session will provide clear takeaways to improve your social, PR and SEO content.

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  • 1. HANSON DODGE CREATIVE Making the world more active.™
  • 2. @sarahvanelzen #PRSMContent
  • 3. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent What is content? 3
  • 4. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 4 Campaigns. TV spots. Online ads. Press releases. Videos. Tweets. Articles. White Papers. Slides. Facebook posts. Blogs. Social ads. Webinars. eBooks. What is content?
  • 5. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 20% of all time spent online is devoted to reading content. 5 Source: Content Marketing Institute
  • 6. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent What is good content? 6
  • 7. @sarahvanelzen #PRSMContent
  • 8. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 8
  • 9. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 9 Educational, provides facts or details Principles of Good Content #1 Informative
  • 10. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10 @sarahvanelzen #PRSMContent #1 Informative
  • 11. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 47% of all social posts contain content- sharing links 11 Source: MarketingProfs #1 Informative
  • 12. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12 @sarahvanelzen #PRSMContent #1 Informative
  • 13. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.13 @sarahvanelzen #PRSMContent #1 Informative
  • 14. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 14
  • 15. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 15 Inspirational, joyful, heartwarming Principles of Good Content #2 Emotional
  • 16. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16 @sarahvanelzen #PRSMContent #2 Emotional
  • 17. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Only 4% of women around the world consider themselves beautiful. Dove is committed to building positive self-esteem and inspiring women. 17 #2 Emotional
  • 18. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.18 @sarahvanelzen #PRSMContent #2 Emotional
  • 19. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19 @sarahvanelzen #PRSMContent #2 Emotional
  • 20. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 20
  • 21. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 21 Honest and open, easy to understand Principles of Good Content #3 Transparent
  • 22. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22 @sarahvanelzen #PRSMContent #3 Transparent
  • 23. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23 @sarahvanelzen #PRSMContent #3 Transparent
  • 24. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.24 @sarahvanelzen #PRSMContent #3 Transparent
  • 25. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.25 Results Over 20,000 questions answered More than 2 million visits to the site Visitors spend 4:30 minutes (avg.) on the site Visitors read ~12 questions per visit @sarahvanelzen #PRSMContent Principles of Good Content #3 Transparent
  • 26. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26 @sarahvanelzen #PRSMContent #3 Transparent
  • 27. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 27
  • 28. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 28 Designed for a practical purpose, solves problems, productive Principles of Good Content #4 Useful
  • 29. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29 @sarahvanelzen #PRSMContent #4 Useful
  • 30. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30 @sarahvanelzen #PRSMContent #4 Useful
  • 31. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.31 @sarahvanelzen #PRSMContent #4 Useful
  • 32. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.32 @sarahvanelzen #PRSMContent #4 Useful
  • 33. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33 @sarahvanelzen #PRSMContent #4 Useful
  • 34. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34 @sarahvanelzen #PRSMContent #4 Useful
  • 35. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 35
  • 36. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 36 Causes laughter, happiness, enjoyment Principles of Good Content #5 Amusing
  • 37. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37 @sarahvanelzen #PRSMContent #5 Amusing
  • 38. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.38 @sarahvanelzen #PRSMContent #5 Amusing
  • 39. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 50% of people talk with friends after watching a video 39 Source: Google Think
  • 40. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40 @sarahvanelzen #PRSMContent #5 Amusing
  • 41. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 41
  • 42. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 42 Leads to a business deal, conversion or sale Principles of Good Content #6 Transactional
  • 43. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43 @sarahvanelzen #PRSMContent#6 Transactional
  • 44. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Posts with photos attract 120% more engagement than the average post 44 Source: Wishpond
  • 45. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 45
  • 46. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 46 Searchable, targeted, result provides expected outcome Principles of Good Content #7 Optimized
  • 47. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.47 @sarahvanelzen #PRSMContent #7 Optimized
  • 48. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.48 @sarahvanelzen #PRSMContent
  • 49. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 49 @sarahvanelzen #PRSMContent
  • 50. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 50 Relates to the audience, specific, personal Principles of Good Content #8 Relevant
  • 51. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.51 @sarahvanelzen #PRSMContent #8 Relevant
  • 52. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52 @sarahvanelzen #PRSMContent #8 Relevant
  • 53. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53 @sarahvanelzen #PRSMContent #8 Relevant
  • 54. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Social posts with less than 80 characters get 66% more engagement 54 Source: Track Social
  • 55. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.55 @sarahvanelzen #PRSMContent #8 Relevant
  • 56. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56 Results 250+ total stories 53 million+ media impressions 200+ TV mentions At least two TV crews covered the event each day Opening Day: 4 TV crews, 2 news choppers, print feature 1,664,614 Facebook impressions gained during the event 1,260,986 Twitter impressions gained during the event @sarahvanelzen #PRSMContent Principles of Good Content #8 Relevant
  • 57. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57 @sarahvanelzen #PRSMContent #8 Relevant
  • 58. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.58 @sarahvanelzen #PRSMContent #8 Relevant
  • 59. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 59
  • 60. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 60 Smart, clever and able to move quickly Principles of Good Content #9 Agile
  • 61. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61 @sarahvanelzen #PRSMContent #9 Agile
  • 62. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62 @sarahvanelzen #PRSMContent #9 Agile
  • 63. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63 @sarahvanelzen #PRSMContent #9 Agile
  • 64. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 64
  • 65. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 65 Upholds brand position, values and voice Principles of Good Content #10 Brand-driven
  • 66. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 67. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 68. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 69. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 70. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.70 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 71. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.71 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 72. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 73. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 74. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74 @sarahvanelzen #PRSMContent #10 Brand-driven
  • 75. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75 Results Grew community from 66,042 to 137,756 100% growth from year to year 56,412 sweepstakes entries 20,000 email opt-ins Raised $13,000 for community partner (Bucket Brigade) and developed ongoing philanthropic relationship with ACGA Record e-commerce and shelf sales @sarahvanelzen #PRSMContent Principles of Good Content #10 Brand-driven
  • 76. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76 @sarahvanelzen #PRSMContent Want a copy of the poster? Drop a business card, tweet me @sarahvanelzen or email svanelzen@hansondodge.com
  • 77. HANSON DODGE CREATIVE Making the world more active.™

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