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

  1. 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. 2. In the beginning was the word... cc:flickr.com/photos/jdhancock
  3. 3. SOCIAL (media)
  4. 4. Content for social media was a wasteland cc:flickr.com/photos/eflon
  5. 5. Companies were used to sending cc:flickr.com/photos/eflon
  6. 6. And shouting cc:flickr.com/photos/eflon
  7. 7. cc: flickr.com/photos/dno1967b
  8. 8. Not engaging Not interesting Not the right channels cc:flickr.com/photos/eflon
  9. 9. The Gone with the Wind Phase cc:flickr.com/photos/jezarnold
  10. 10. The iPad Strategy cc:flickr.com/photos/jezarnold
  11. 11. cc:flickr.com/photos/jezarnold
  12. 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. 13. The Very Hungry Caterpillar
  14. 14. Not authentic Lazy Not sustainable
  15. 15. Much ado about nothing
  16. 16. Everyone does it It’s not relevant Nobody cares
  17. 17. Wuthering Heights cc:flickr.com/photos/danscurtu
  18. 18. cc:flickr.com/photos/danscurtu
  19. 19. cc:flickr.com/photos/danscurtu
  20. 20. cc:flickr.com/photos/danscurtu
  21. 21. But: Not all’s well that ends well cc:flickr.com/photos/danscurtu
  22. 22. cc:flickr.com/photos/danscurtu
  23. 23. So, how do I find my sweet spot? cc:ChinaWorldHotel,Bejing
  24. 24. Don’t be afraid to check out your competitors cc:ChinaWorldHotel,Bejing
  25. 25. Editor Content Creator Content Producers Don’t forget: Assign Responsibilities Set up your team cc:ChinaWorldHotel,Bejing
  26. 26. Define where and how to address your audience Tonality Content types Platforms Frequency cc:ChinaWorldHotel,Bejing
  27. 27. Find the content that adds value Information? Brand stories? Servicing? cc:ChinaWorldHotel,Bejing
  28. 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. 29. Added Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  30. 30. Remember… ….your content always has to compete with the cutest kitten alive! Addd Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  31. 31. Finally Don’t waste your time - and that of your customers Please don’t!
  32. 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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