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CREATINGEMOTIONALLY
RELEVANTCONTENT
@garyedgar
The original promise of social media…
Conversations
Dialogue
Interactions
Instead
weget
stuff like
this

People are looking
for
answers, informatio
n and help.
of people are using the
web to research
products
90%
Is this
what you
want them
find?
Loyalty?
We are the
gatekeepers
to the
brand’s
story
• Heineken - Dropped
30videos
35million+views
Across208countries
Longervideossaw90%more
engagement
What do they have in
common?
$$$$$
5KEYS
TO DEVELOPING
AWESOME
CONTENT
Understand
your
audience, and
give them what
they want
Do the research: Who are your fans? What
speaks to them? What do they care about?
Most importantly, always approach them l...
Create
emotional
connections
Motivate
people, make
them feel part of
something
Don’t allow people to be passive - trigger
engagement, ask questions, insist that they
participate. Always include calls t...
Integrate:
Don’t rely on
one channel
Inform
AND
entertain
Help
people, they’re
searching for
answers and
information, but
have fun doing it.
Be human, and
deliver something
you wou...
1. Knowyouraudience
2. Createemotional
connections
3. Makethemfeelpartof
something
4. Integrate
5. Informandentertain
Thanks
@garyedgar
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
Beyond slogans - Creating Emotionally Relevant Content
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Beyond slogans - Creating Emotionally Relevant Content

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The days of interruption marketing and the 30 second spot are dying. Consumers expect more fulfilling experiences, and for brands, this means emotionally rich stories and content that extend past slogans. Learn why brands like Heineken and Chipotle are investing big in content and how you can create emotional connections too.

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  • ROI takes a back-seat to perceived cleverness
  • The best – most successful campaigns aren’t campaigns at all – they’re culture shifts for brandsA long-term way of doing businessNot just financial investments, but emotional and social ones as well
  • 82% of consumers researched their purchase onlineOnly 1% considered Facebook a useful tool for product research
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • People are searching for connectionsPeople are looking for depth and breadth – trust, value, informationMore information, searching for connections (emotional, social) - Points of mutual interest
  • Consumer’s opinions are being shaped by stories and information (research)PR are they gatekeepers to a brand’s backstoryWe’re natural story tellers and are positioned perfectly to lead this charge
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • Hub and spoke how many people were burned by Facebook’s algorithm? Keep things diverse because your entire audience isn’t just on Facebook or Instagram or Twitter - different people want different things
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • Help people – they’re searching for answers and information – give them what they’re looking forExperiment, have fun, stop being confined by constantly selling, turn off your marketing brand, and turn on your human brain - give people what they’re looking for - information, interesting content, fun, play around with what worksamplify the things that do
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • Transcript of "Beyond slogans - Creating Emotionally Relevant Content"

    1. 1. CREATINGEMOTIONALLY RELEVANTCONTENT @garyedgar
    2. 2. The original promise of social media… Conversations Dialogue Interactions
    3. 3. Instead weget stuff like this 
    4. 4. People are looking for answers, informatio n and help.
    5. 5. of people are using the web to research products 90%
    6. 6. Is this what you want them find?
    7. 7. Loyalty?
    8. 8. We are the gatekeepers to the brand’s story
    9. 9. • Heineken - Dropped
    10. 10. 30videos 35million+views Across208countries Longervideossaw90%more engagement
    11. 11. What do they have in common?
    12. 12. $$$$$
    13. 13. 5KEYS TO DEVELOPING AWESOME CONTENT
    14. 14. Understand your audience, and give them what they want
    15. 15. Do the research: Who are your fans? What speaks to them? What do they care about? Most importantly, always approach them like people, not demographics
    16. 16. Create emotional connections
    17. 17. Motivate people, make them feel part of something
    18. 18. Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
    19. 19. Integrate: Don’t rely on one channel
    20. 20. Inform AND entertain
    21. 21. Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
    22. 22. 1. Knowyouraudience 2. Createemotional connections 3. Makethemfeelpartof something 4. Integrate 5. Informandentertain
    23. 23. Thanks @garyedgar
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