#SocialBrands - Unlocking The Key To Cut Through Content

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Presentation given at Haymarket's #SocialBrands conference. Session focused on how to plan, prepare and activate a content strategy for your audience.

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#SocialBrands - Unlocking The Key To Cut Through Content

  1. 1. Unlocking the key tocut-through contentFind your audience,engage with them! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  2. 2. @twofourseven
  3. 3. “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. … Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.” Bill Gates, 1996Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  4. 4. • Oreo’s ‘Whisper Fight’ 2013 Super Bowl TV advert cost $3.5 million. • Ad length: 30 seconds • Cost per second: $116,600! • Advertising Agency: Wieden + Kennedy, USAJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  5. 5. The Cookie or The Cream• Oreo Super Bowl advert cost $3.5 million dollars!• TV ad was in battle Battle was up against Samsung, Budweiser, Mercedes, Audi• Talking point was 34 minutes Superdome Blackout• Within minutes Oreo used the Blackout to their advantage• AdAge report that graphic was designed, captioned and approved in minutes!• Oreo’s Dunk In The Dark tweet went viral• Oreo’s had agency 360i set-up a Super Bowl war room with 15 people. Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  6. 6. Communications 1.0Company / Brand Filter Stakeholders How we used talked to stakeholders rather than engaged! • Customers, • Suppliers, • Employees, • Investors, • Regulators, as well as • Journalists, • Bloggers and • Social influencers Push communications – limited engagement Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  7. 7. Communications 2.0Company / Brand Filter Stakeholders • Customers, • Suppliers, • Employees, • Investors, • Regulators, as well as • Journalists, • Bloggers and • Social influencers Conversational Broadcast Communications – Communications – Stakeholders We Say Comment Audience is connected and communicating. Brands need to listen, engage and adapt their messaging.
  8. 8. Communications 2.0 Tom ForemskiJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  9. 9. New Skillset for PR and Communications • Comms team today need measurement and analytics expertise • Data and Analytics empower brands to understand their audience and deliver targeted messaging • Data is our friend – access it, analyse it, learn from it • Geek is the new ‘Gold’
  10. 10. Be Nimble And Responsive Integrated Marketing Communication (IMC): is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Break down silos and use social at the heart of your communications. Reach your audiences where they are.Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  11. 11. Plan Your Content NOT EVERYTHING IS AS IT SEEMS!Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  12. 12. Define Your AudiencesJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  13. 13. Customise Your Message • By touch-point – desktop/laptop; tablet; mobile • By audience demographics – age, gender, location, likes, etc • By culture • By social network – FB, Twitter, Google+, Instagram • Time of dayJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  14. 14. Killer Content Use Instagram to visually report your stories – Singapore Changi Airport do soJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  15. 15. Killer Content Let your audiencepicture your brand Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  16. 16. Killer Content - Content Pinterest – for some just for fashionJulio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  17. 17. Killer Content – B2BPinterest – forGeneral Electricit’s aboutBadassMachines! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  18. 18. Today’s Landscape And You!• Integrate and succeed Plan Internal newsgathering – white papers, R&D, Input Input research, financial, thought leaders• Become a newsroom External newsgathering – #newsjack competitors, regulators, media• Engage and get audience buy-in Editorial Editorial Activate Content – Social and Digital Newsroom• Content on their terms• Remember, their right to Output Output reply! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  19. 19. Julio RomoPR and Social Media Consultant &Digital Strategisttwofourseven.co.uk @twofourseven in/twofourseven

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