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How to create compelling content for social media
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How to create compelling content for social media

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Media consumption habits have shifted, fundamentally altering the way consumers engage and interact with information and organisations. The adoption of the Internet and social media, has created an …

Media consumption habits have shifted, fundamentally altering the way consumers engage and interact with information and organisations. The adoption of the Internet and social media, has created an always-on world, where consumers are demanding a richer and real-time engagement with the products and services they chose to engage with.
For the most part, the line between personal and private space has vanished, as consumers invite brands into their social streams, in an effort to unlock a more personal and compelling relationship.
The question organisations are asking themselves in this attention economy is: how can we break through the clutter, to provide content that is relevant and compelling to our audiences?
This session seeks to highlight the foundations of a successful content strategy and how it fits into the broader digital strategy. Relevant case studies will be explored, highlighting examples of organisations that have mastered the art of creating engaging narratives, both with and for their audiences.

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  • Good morning everybody. My name is Casey Monteiro and I’m going to be talking about how to create compelling content for your audiences, in an information age, where content is plenty and your audiences’ attention span is finely tuned to filter out gumpf. For my normal day job, I’m the social media manager at Absa. Having previously worked at a PR agency for 10 years as their social guy, it’s clearly shaped my thinking around content creation and the role that story telling plays in making brands relevant to editors and the gate keepers of information. There are many similarities between public relations and creating content for social media, so I’ll start the conversation there. As I talk through concepts today, I’ll explain things in a way that makes sense to me, in plain English, hopefully devoid of any technical and social media mambo jambo.
  • Before we zoom in, let’s zoom out and cover off on a few key points around digital strategy:Let’s start with the audience, the humans, how do they find your content? There’s an ecosystem that we can use, to understand the flow of information…
  • A) They come to you by name, as you’re a recognised leader in the field. Or like the banks, they come to your site to do some form of key transaction (like online banking) and you have a window to talk to your audience.B)The biggest method is search and you might have heard of Google? 80% of web traffic starts with a web search, everything from….. Well anyway, there are detailed talks at this very conference on how to optimise your content and channels for search, but this session is specifically looking at what content to plug up and create in the first place. C) If they like you and if you’re content is continuously useful, they invite you into their lives, as they subscribe to your Facebook/Twitter/YouTube feeds. Captive audience, these are biggest fans, sometimes your biggest detractors, but either way, these are your biggest weapon in unlocking the next method, which we’ll get to in a second.D)The holy grail, is that your content is shared and arrives in front of your audience via a trusted social circle, peer group.E) and then there’s advertising, a necessary evil… but it forms a key part in your efforts, in driving awareness and traffic
  • Explain how these fit into PESO
  • This is the ecosystem of information for and around a brand. The key is to understand where people are, how they will find and engage with you and what you want them to ultimately do.
  • In the PR world, there aren’t any big marketing budgets to come in and buy attention, forcing your message into in the face of your audiences. In the PR world, you’re only as good as the last story you landed in the media and you have to sweat for every piece of coverage. So if you want to be on the front page of a newspaper, featured in the opinions column, or be interviewed on a talk show??? Guess what, it can’t be bought, you have to earn it and this dynamic quickly creates a sink or swim environment, where those who can build a bridge for brands to secure editorial coverage go on to succeed. The same dynamic exists in the social media world, but now, every member of your audience is now the gate keeper and holds the keys to whether your brand’s content will be invited into their timelines and feeds and the ultimate sign of approval, whether they will engage with you band share that content through their social circles.  I’m going to open up the bag of tricks of a PR, showing you, the simple principles you need to keep in mind, when looking to craft your content strategy. We’re then also going to look at how there are subtle differences in thinking to cater for social media.
  • First, some reassuring news: I’ve spoken about how it’s hard graft to create compelling content and how it needs to be earned… BUT…Much like the editors of newspapers, producers of radio shows and other gatekeepers, people are crying out for information, so they can add their layer of commentary on top of your info. In this information age, content is currency, so if we create it, we can trade. Make no mistake, our audiences are crying out for more useful content and here’s some tips on how to fill that void!!!
  • 3) Built it and they will come? Not true! Give your content the best chance of winninga) Optimise your site for search, i.e. Google (talk to the techies on that one, it’s simple stuff… SEO)b) Get your content in front of people and make sure they have all the pieces they would need to tell your story. Social media press release, digital assets and get it in front of the right influencers. That requires an understanding of who is leading the discussion on a certain topic. A basic understanding of what constitutes influence and a few Twitter and web searches, should give you a list of 10-15 key contacts, who are crying out to get your content, so they can blog and have an opinion on top of your useful content.c) Give your press office a serious kick up the… and think about creating a social media press office. Nokia, Visa, Cisco…
  • 3) Built it and they will come? Not true! Give your content the best chance of winningOptimise your site for search, i.e. Google (talk to the techies on that one, it’s simple stuff… SEO)Get your content in front of people and make sure they have all the pieces they would need to tell your story. Social media press release, digital assets and get it in front of the right influencers. That requires an understanding of who is leading the discussion on a certain topic. A basic understanding of what constitutes influence and a few Twitter and web searches, should give you a list of 10-15 key contacts, who are crying out to get your content, so they can blog and have an opinion on top of your useful content.Give your press office a serious kick up the… and think about creating a social media press office. Nokia, Visa, Cisco…
  • Plan ahead, call the shots early, make sure you know what your 4 pieces of unique content for next year are. Following that, keep a content schedule that details your themes and the big pieces of news for the year, public holidays, sporting events, other events. Then, by day and channel, start slotting in your posts, so you have a single view of what proactive conversations you’re starting on any specific channel. Get the key stakeholders onboards early, marketing, your media team, internal comms, legal and the techies.
  • Plan ahead, call the shots early, make sure you know what your 4 pieces of unique content for next year are. Following that, keep a content schedule that details your themes and the big pieces of news for the year, public holidays, sporting events, other events. Then, by day and channel, start slotting in your posts, so you have a single view of what proactive conversations you’re starting on any specific channel. Get the key stakeholders onboards early, marketing, your media team, internal comms, legal and the techies.
  • Sell ideas, they win and retain big business.The breathing must happen, but it’s the big ticket stuff that gets people talking and makes an agency indispensable.We saw that at Nokia, with Project Cupid

Transcript

  • 1. Twitter: @Casey_ek_se
  • 2. How do audiences engage with Who content?@Casey_ek_se
  • 3. How do audiences engage with content?1. By name, market and thought leadership2. Search Who3. By invitation4. Holy grail…5. Advertising@Casey_ek_se
  • 4. How do audiences engage with content?1. By name, market and thought leadership2. Search3. By invitation Who4. Holy grail…5. AdvertisingPAID I EARNED I SHARED I OWNED@Casey_ek_se I PESO I
  • 5. Social media strategy on a page, m eets “PESO”Engage where Drive them toour audiences where we can are… convert absa.co.za @Absa ORMjnfjvgfdkjvbkjfd absa.mobi@Casey_ek_se
  • 6. Unlocking compelling content 6
  • 7. But first… the good news…Who
  • 8. Unlocking compelling content • What makes news? Dog bites man? Man bites dog…the new, unusual, different.Trends or change. Winners and losers. Be current. Heroes and villains. Criticism and controversy. Primary research. Unique content. Entertain. Do the unexpected. Add value. Free stuff.@Casey_ek_se 8
  • 9. Unlocking compelling content • Leverage multimedia, explore the medium Video, images, infographics, Facebook apps • Think in headlines – short and tweet Offer the white paper for free, but also have the highlights of the news in 3-5 tweets, so people can consume and share the info, suggest a short hashtag. Help the humans, to help themselves.@Casey_ek_se 9
  • 10. Unlocking compelling content • Build it and they will come? No ways! Optimise for search (remember 80% ?!?!) • Encourage your audience to tell your story Sharing options Social media press release Social media press office@Casey_ek_se 10
  • 11. Search engine optimisation Best practices@Casey_ek_se 11
  • 12. Building blocks Who@Casey_ek_se
  • 13. A few building blocks1. Plan ahead – content schedule is key2. Stakeholder engagement Who3. Have fun, it’s social after all?@Casey_ek_se
  • 14. “Brands that succeed in the digital age, put a MASSIVE bullseye onthemselves, allowing audiences to give content a life of its own.” Who Dave Senay CEO, Fleishman-Hillard
  • 15. 60+ years. 80+ offices. Performance. Impact. Results. @Casey_ek_se