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From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
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From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content

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At the cusp of a new era of ephemeral self-destroying Snapchat pictures and soon-forgotten WhatsUp messages, we will look at the progression of content creation for the social web that led us there. …

At the cusp of a new era of ephemeral self-destroying Snapchat pictures and soon-forgotten WhatsUp messages, we will look at the progression of content creation for the social web that led us there. As we move from the wastelands, mostly characterised by the odd PR-message and overly contrived calls to action, we will travel an uphill road, witnessing the struggle of companies to find their voice on the social web. At the end of our journey we will arrive at the current heights, where production of content is more professional than ever. But it’s windy at the top: competitors are right around the corner, trolls are lurking everywhere and the need to keep adapting your content is omnipresent.

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  • 1. From Wastelands to Wuthering Heights Judith Denkmayr & Richard Hemmer DIGITAL AFFAIRS the rocky road to great social media content cc:flickr.com/photos/brammetje
  • 2. In the beginning was the word... cc:flickr.com/photos/jdhancock
  • 3. SOCIAL (media)
  • 4. Content for social media was a wasteland cc:flickr.com/photos/eflon
  • 5. Companies were used to sending cc:flickr.com/photos/eflon
  • 6. And shouting cc:flickr.com/photos/eflon
  • 7. cc: flickr.com/photos/dno1967b
  • 8. Not engaging Not interesting Not the right channels cc:flickr.com/photos/eflon
  • 9. The Gone with the Wind Phase cc:flickr.com/photos/jezarnold
  • 10. The iPad Strategy cc:flickr.com/photos/jezarnold
  • 11. cc:flickr.com/photos/jezarnold
  • 12. The iPad Strategy A testament to lack of vision Brings in fans from all over the place Not sustainable cc:flickr.com/photos/jezarnold
  • 13. The Very Hungry Caterpillar
  • 14. Not authentic Lazy Not sustainable
  • 15. Much ado about nothing
  • 16. Everyone does it It’s not relevant Nobody cares
  • 17. Wuthering Heights cc:flickr.com/photos/danscurtu
  • 18. cc:flickr.com/photos/danscurtu
  • 19. cc:flickr.com/photos/danscurtu
  • 20. cc:flickr.com/photos/danscurtu
  • 21. But: Not all’s well that ends well cc:flickr.com/photos/danscurtu
  • 22. cc:flickr.com/photos/danscurtu
  • 23. So, how do I find my sweet spot? cc:ChinaWorldHotel,Bejing
  • 24. Don’t be afraid to check out your competitors cc:ChinaWorldHotel,Bejing
  • 25. Editor Content Creator Content Producers Don’t forget: Assign Responsibilities Set up your team cc:ChinaWorldHotel,Bejing
  • 26. Define where and how to address your audience Tonality Content types Platforms Frequency cc:ChinaWorldHotel,Bejing
  • 27. Find the content that adds value Information? Brand stories? Servicing? cc:ChinaWorldHotel,Bejing
  • 28. Test, Analyse and Evaluate What’s working and what isn’t? Do I need ads to boost my reach? Which are the KPIs I want to keep track of? cc:ChinaWorldHotel,Bejing
  • 29. Added Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  • 30. Remember… ….your content always has to compete with the cutest kitten alive! Addd Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  • 31. Finally Don’t waste your time - and that of your customers Please don’t!
  • 32. Smart Content Day 2014 October 23rd, 2014 at the Orangerie Schönbrunn Schönbrunner Schloßstrasse 47, 1130 Vienna, Austria http://smart-content-day.com/

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