Integrating Content with Social Media
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Integrating Content with Social Media Presentation Transcript

  • 1. Integrating Content with Social Media Pam Didner (@pamdidner) Global Integrated Marketing Manager1
  • 2. Sit Back for a Minute and Relax... http://www.youtube.com/watch?v=4B36Lr0Unp42
  • 3. Historically, content is marketings Job. Publish Content Finished Content* • One-way Communication • Delayed Feedback • Brands Have Little Distribution Power* External Facing Communication Materials3
  • 4. Today, content is everyone’s job... without a clear owner. Publish Content Original Content (MKT + Employees) Publish Content4
  • 5. Publish Content Original Content (MKT + Employees) Curated Content Publish (Paid + Free) Content • Two-Way Communications • Instant Feedback • Everyone Is a Distributor5
  • 6. Align Content Strategy with MKT Objectives. For example Marketing Objective: Amazing things happen with Intel Inside. Content Strategy: Tell stories about how technology unleashes human potentials. Source: iq.intel.com6
  • 7. Content Sources Product and Hot and Trending Stories Related Brand News Stories across to Events and the the Web Cultural “NOW” Cool-hunting Internally Original Curated Content Content Highlighting Company’s Content Visionaries Produced Submission internally from Employees Content from Partners Hunt and source content with editorial plan and employee activation. Source: iq.intel.com7
  • 8. Manage Content Differently Think Big... Distribute Small8
  • 9. Think Big Distribute Small •  Keywords Address “What and How” •  Address “Who” the Influencers Are •  Timing Addresses “When”9
  • 10. Think about Content Creation Differently • Tell a Story • Capture Everything • Use Raw Footage Wisely Nothing can replace a powerful idea!10
  • 11. Examples of Think Big http://www.youtube.com/watch?v=fdJc1_IBKJA11
  • 12. Capture Everything Behind the Scenes Video Q & A Video http://www.youtube.com/watch?v=CpCxIL3r5dM http://www.youtube.com/watch?v=jx5vugA7UuE Videos of Individual Jumpers http://www.youtube.com/watch?v=Iuv__-nyO1M Use Raw Footage to Create Varied but Relevant Content.12
  • 13. Create Content within Content13
  • 14. Don’t Create Just for the Sake of Creating... Create with a purpose • Align with your story or messaging. • Keep it relevant to your products. • Entertain your target audience.14
  • 15. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp415
  • 16. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp416
  • 17. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp417
  • 18. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp418
  • 19. Distribute Small World’s Largest Rope Swing 7 Posts Behind-the-Scenes Video 2 Posts Q & A Video 3 Posts Individual Jump Videos 5 Posts TOTAL 17 Posts Teaser, Status Updates and Follow-up, Yet Linked to the Same Content19
  • 20. Is this only one piece of content? http://visual.ly/top-10-most-expensive-paintings-ever-sold20
  • 21. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold21
  • 22. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold22
  • 23. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold23
  • 24. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold24
  • 25. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold25
  • 26. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold26
  • 27. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold27
  • 28. Distribute Small Infographic 1 Points of Interest 10 Graph 2 TOTAL 1328
  • 29. Distribute Small Infographic 1 Infographic 1 Points of Interest 10 Points of Interest: 10 x 3 30 Graph 2 Graphic: 2 x 5 10 TOTAL 13 TOTAL 41 Maximize your content through multiple, creative exposures to continue driving buzz and engagement.29
  • 30. Three Key Takeaways Align Content with Marketing Objectives. Create Content within Content. Think Big! Distribute Small!30