Give ‘Em Something to                         Talk AboutPresented byDerek Phillips, Content DirectorCritical Mass  © 2011 ...
A tweetless                                                                                             An abandonedTwitte...
Where’s all the conversation?            Give Us Something to Talk About!© 2011 Critical Mass, Inc. All Rights Reserved   ...
“My content strategy is to have good content.”                                                                            ...
Why Think Like A Publisher?                                                                                               ...
BurberryTurned fashion shows from closed,   exclusive experiences to open   experiences by tweeting preview   images of th...
Super 8Paramount came to Twitter with a movie   that test markets loved, that a week   from launch was not getting enough ...
Audi USAObjective: to engage Audi enthusiasts and    create/maintain their interest in Audi’s    cars (particularly the Qu...
o…where does all this content                                  come from?  Bad News: It’s not free—or even cheap—nor is it...
Phase 1                                                                                                     Use key insigh...
Phase 2                                                                                                     Use planning i...
Dissemination                                                                                                     Syndicat...
Phase 3                                                                                                     Maintain high ...
Closing                                                                           Derek Phillips                          ...
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Advanced Social Media Strategies and Tactics - Derek Phillips

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Presented at InnoTech Oregon on May 3, 2012. All rights reserved.

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  • You must keep your mind on the objective, not on the obstacle.” --William Randolph Hearst
  • You must keep your mind on the objective, not on the obstacle.” --William Randolph Hearst
  • “ Of necessity, we made the discovery that it is easier to turn poets into business journalists than to turn bookkeepers into writers.” --Henry Luce
  • Uncover current & desired cust. Needs : As simple as surveys and simply browsing social feeds related to your business or as deep and complex as digital listening (Radian6, SM2, etc.) and comprehensive persona development. [Customer Insight Report] Articulate biz objectives and content’s role : Understand and articulate exactly what you’re trying to do: Sell more widgets…raise awareness that we make widgets…get people to share their stories about our widgets… [Project brief] Assess current content assets : Determine content hygiene [Content Audit] Find gaps : Find the market opportunities that will differentiate your offerings and map that against your current content and audience needs [Competitive Audit] [Gap analysis]
  • Ascertain repurposing potential: The previous planning phase should have provided an idea re: quantity/quality of current content. Considering the content framework you want to enact, which current content fits based on subject matter, editorial hygiene, device requirements, etc. Determine edit and creation priority : Based on what you know about your audience and the content you have, what should you tackle first? [co py Preparedness Doc] Assess content generation potentials (creation, 3 rd party, partnerships, etc): Given your resources, do you buy or build? This is like when magazines have “guest editors” or “featured contributors” –are there experts in your field who could write a blog series or host a webinar on your behalf? Might be cheaper than trying to create your own. [Regulated industries may need to be more careful – need more experienced or expert content producers, etc] Coordinate content across channels and devices: Think about how people want to access your content (and then look at your analytics): What channels are driving traffic? What devices are people using? If most of your audience is on an iPhone, let’s avoid Flash-heavy content… [ UI Specifications] Integrate social components and plan optimization efforts : Ideally, we’re creating content that gets people talking—make it easy for them to do that and to start conversations around your content with their personal networks. There are countless social media widgets, apps and plugins that make this an easy integration. And then don’t forget to monitor HOW your content is performing.
  • Identify sources : Who can help syndicate your content? What partnerships are ripe for your content efforts? Leverage YOUR channels : Fish where the fish are. Ensure that customers are finding your content on their channels Establish consistent feeds : Set up the technology properly so you can push out your content with ease. Look to your customers : Customer insight should guide initial syndication and their reaction should inform future efforts. Learn as much as you can from your current supporters. Be social : Social channels are great feedback generators. Listen first, but get involved if you can. Social syndication is among the easiest methods and frequently has high ROI.
  • Re-assess content at regular, appropriate intervals : Content will require different levels of up-keep: Some will be practically evergreen; other pieces of content will need frequent oversight/edits. [examples: natural disasters, government regulations, improved products, etc] [Content Calendar] Analyze metrics; apply to future efforts : Metrics are the best view of actual customer behavior. Mine this data for any lessons and tweak your output accordingly. Monitor social channels to close feedback loop : Customer feedback is a rich source of ideas and can provide an often-unexpected moment of delightful humility. Use this opportunity to show a human face while mining feedback to help your future efforts. Embrace iterative review : You will get the best content when you understand the on-going need. No newspaper reports the news and then stops – likewise your customer desire for content should only grow stronger over time. Support this desire and keep adjusting your methods to become their trusted resource.
  • Advanced Social Media Strategies and Tactics - Derek Phillips

    1. 1. Give ‘Em Something to Talk AboutPresented byDerek Phillips, Content DirectorCritical Mass © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 1
    2. 2. A tweetless An abandonedTwitter feed Facebook page An empty A barren Pinterest account LinkedIn profile © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 2
    3. 3. Where’s all the conversation? Give Us Something to Talk About!© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 3
    4. 4. “My content strategy is to have good content.” That’s stupid! “Like saying your war strategy is to win all the battles.” © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 4
    5. 5. Why Think Like A Publisher? Understand what makes content great…for your audience, in your industry, and for yourIn order to benefit from business.content, you need to • Plan: Create a planning process for content to meet business objectives.think like a publisher • Source: Coordinate, create and manage content to stay relevant, timely and valuable. • Govern: Evaluate previous iterations; optimize for maximum effectiveness. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 5
    6. 6. BurberryTurned fashion shows from closed, exclusive experiences to open experiences by tweeting preview images of the next piece before the models even came out on the runway. Tweeted out hundreds of pics.Results: Tons of press: national British newspapers, AdAge…Massive spike in social engagement over the course of the event. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist Yeah, it worked… 6
    7. 7. Super 8Paramount came to Twitter with a movie that test markets loved, that a week from launch was not getting enough buzz.Predicted an opening weekend gross of only 25 million and wanted to drive people to theatres.Solution was to open film day early in 300 locations only to Twitter users. Buyers still paid full rate, but got exclusive access.$1M in ticket sales in just a few hours and almost all attendees tweeted reviews as soon as they got out. Boosted online buzz. $37M opening - almost 50% lift on estimate. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 7
    8. 8. Audi USAObjective: to engage Audi enthusiasts and create/maintain their interest in Audi’s cars (particularly the Quattro series), and keep them informed about product updates.A lot of rich media content – photos of cars,videos of cars, and interesting articles about Audi and automotive ephemera.Encouraged fans to submit their own content, the best of which is highlighted.Audi integrated its own YouTube content into Facebook, and linked to their Twitter feed. 3,400,000+ fans. Brandposts routinely have 5000-10,000 Likes and hundreds of comments. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 8
    9. 9. o…where does all this content come from? Bad News: It’s not free—or even cheap—nor is it magic. Good News: It is a process that’s scalable and repeatable.© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 9
    10. 10. Phase 1 Use key insights and industry best practices to mitigate risk and evaluate assets. • Customer needs: Surveys and browsing social feeds related to your business or digital listening (Radian6, SM2, etc.) • Business objectives: Understand and articulate exactly what you’re trying to do: Sell more widgets… raise awareness that we make widgets…get people to share their stories about our widgets • Content assets: Audit what you have against the objectives you’ve defined. • Marketplace gaps: What’s working for competitors? What isn’t? Any underserved topics? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 10
    11. 11. Phase 2 Use planning insights to craft or otherwise provide quality, targeted content. • Repurposing potential: What’s performed well already? Extend the story. • Edit priority: Based on what you know about your audience and the content you have, tackle what’s worked. • Content generation: Buy or build? Are there experts in your field who could write a blog series or contribute content or engage your community? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 11
    12. 12. Dissemination Syndication Disseminating content to devices, sites & mediums • Identify sources: Who can help syndicate your content? What partnerships are ripe for your content? • Leverage YOUR channels: Fish where the fish are. Ensure that customers are finding your content on your channels • Establish consistent feeds: People return to reliable channels • Look to your customers: What do they share? What will they share of yours? • Be social: That’s a TWO-WAY proposition. Respond when they do. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 12
    13. 13. Phase 3 Maintain high level of content excellence to appeal to current and future customers • Metrics: Why are you doing this if you’re not going to track success? • Social feedback: Leverage people’s desire to have control • Iterative review: Try, fail, try again © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 13
    14. 14. Closing Derek Phillips Content Director Inspired by Natural Born World Shakers @digistrategist criticalmass.com © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 14

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