#Fai ls and content marketing

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Custom Communication director Matthew Yeomans on social media fails and the growth of the content marketing

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#Fai ls and content marketing

  1. 1. Social Media Fails and Success inContent Marketing www.customcommunication.co.uk
  2. 2. About Custom Custom Communication provides content marketing and social media publishing consulting services to companies, with a special focus on sustainability. Director Matthew Yeomans is the co-founder of Social Media Influence and writes the Social Business column for Guardian Sustainable Business. He is the co-author, with Bernhard Warner, of #FAIL: The 50 Greatest Social Media Screw-ups and lead author of the Social Media Sustainability Index. He also teaches on the MBA Digital Media Management course at Cardiff University.
  3. 3. The #FAILs
  4. 4. McFAIL – Be aware of events outside your marketing calendar
  5. 5. Bing – Understand the sensibility of the community
  6. 6. Carnival Cruises – marketing and PR need joined upcommunication
  7. 7. Red Cross – Checks and balances on publishing
  8. 8. United – The public can be far more effective storytellers thancompanies
  9. 9. Why Content Marketing?
  10. 10. What Changed? Everyone has a voice nowadays
  11. 11. What Do People Want From Companies? Entertainment Response Knowledge Leadership Honesty Respect
  12. 12. How Can Companies Serve that Need? Be There For Be Creative Be Informative Be Relevant Them Be Transparent Be Authentic
  13. 13. In a nutshell… Be useful
  14. 14. How to start? Listen Measure Learn Create
  15. 15. Think like an editor would
  16. 16. What do these technologies have in common?
  17. 17. Content Marketing in Action
  18. 18. The glut of infographics
  19. 19. The rise of video and mobile video storytelling http://socialcam.com/v/1Uyvz0vO
  20. 20. Branded documentaries
  21. 21. Crowdsourced homepages
  22. 22. Bringing life to dull old sustainability reports
  23. 23. Social media “magazines” as websites
  24. 24. IBM is everywhere potential customers may be
  25. 25. The whole world knows this image
  26. 26. Extreme events as a year-long narrative journey
  27. 27. Red Bull drew inspiration from YouTube
  28. 28. Contact me @mateoy matthew@customcommunication.co.uk www.customcommunication.co.uk

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