Topic: Don’t go social without content Simon will be talking about the importance of a strong content marketing strategy when using social media as a marketing platform. He will be discussing real time engagement, user generated content, identifying influencers and the merge of social media and PR, using real life case studies from a selection of small and large clients. Key Takeaways: Social channels shouldn’t have a ‘one solution fits all’ strategy. Different Social platforms require different strategies How to manipulate engagement levels as well as user sentiment across Social Real life examples of how to target key influencers across Social Examples of how we report to a mixture of clients

1. Don’t go social… without content
Simon Jenkins – Head of Social Media
Red Rocket Media
@SimonJenkins09
@RedRocketMedia

2. Search Marketing
Marketing Strategy
Social Media &
Content Marketing
CRM and Marketing
Automation Software
@SimonJenkins09
@RedRocketMedia

3. Traditional views
If social media is the cup… content is the coffee”
onymous, 2012.
@SimonJenkins09
@RedRocketMedia

4. Content
All social channels require content: It is the type of content and its tone that is the
differentiator.
Content can make people: cry / laugh / trust you / hate you / buy from you / buy from
someone else / report you…
There are no concrete rules. Content is subjective.
Think about Rihanna’s bum!
Content draws emotion – as a social media & content marketing agency, our aim is to
shape that emotion.
@SimonJenkins09
@RedRocketMedia

5. @SimonJenkins09
@RedRocketMedia

6. @SimonJenkins09
@RedRocketMedia

7. Content is subjective
How can we ensure that content has the maximum
appeal, to the maximum amount of people?
@SimonJenkins09
@RedRocketMedia

9. NOplease stop
@SimonJenkins09
@RedRocketMedia

10. Social media is scalable… what happens if we zoom out?
@SimonJenkins09
@RedRocketMedia

11. 1. Who do we want our content to be seen by…?
2. What do our fans / followers want…?
@SimonJenkins09
@RedRocketMedia

12. Who do we want our content
to be seen by…?
@SimonJenkins09
@RedRocketMedia

13. Who do we want our content
to be seen by…?
@SimonJenkins09
@RedRocketMedia

14. Spike in traffic… which didn’t
drop immediately. WHY?
Who do we want our content
to be seen by…?
@SimonJenkins09
@RedRocketMedia

15. Content
Well written content:
-Team of journalists
-Editorial calendars
-Nurturing of social relationships
-Monitoring of influencers
-Treating each piece of content as a
stand-alone article
@SimonJenkins09
@RedRocketMedia

16. Who do we want our content
to be seen by…?
@SimonJenkins09
@RedRocketMedia

17. Same pattern, but aimed at
a localised influencer:
Teesside Gazette
Who do we want our content
to be seen by…?
@SimonJenkins09
@RedRocketMedia

18. Who do we want our content to be seen by…?

19. What do our fans / followers want?
The ‘what you YOU want’ theory
@SimonJenkins09
@RedRocketMedia

20. Incredibly engaged fan base across Twitter > Facebook > Google+
However, people are very opinionated about their dogs and thus the content
Some content was receiving negative engagement (pictures > how to > tips)
To overcome the issue, we turned our content strategy on its head
What do our fans / followers want?
@SimonJenkins09
@RedRocketMedia

21. @SimonJenkins09
@RedRocketMedia

22. Top 5 most engaged posts of 2013
100% positive sentiment
Largest reach of 2013
@SimonJenkins09
@RedRocketMedia

23. Top 10 running destinations
@SimonJenkins09
@RedRocketMedia

27. When all of these things work together,
MOMENTUM is created…
@SimonJenkins09
@RedRocketMedia

28. Thank you
@SimonJenkins09 @RedRocketMedia