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SXSW INTERACTIVE 2015
Highlights Relevant to Our Communications
CONTENT MARKETING
HIGH EFFORT CONTENT
• Costs the most.
• Moves “visit” traffic to “lead”
• Examples: 

Blog, paid content, video
MEDIUM EFFORT CONTENT
• Performs best for search
engine optimization
• Higher “visit” to “lead”
conversion
• Example: Q & A
LOW EFFORT CONTENT
• 9.1% conversion from “visit”
to “lead”
• 13.5% conversion rate from
“lead” to “customer”
• Best for c...
HOW MUCH CONTENT
DOYOU NEED?
Content Categories
Audience Personas
X Stages in Sale Funnel
# of Content Pieces
WHERE DOYOU FOCUS?
• Have communications managers & content
creators focused on what type of stuff works 

best for your g...
CONTENT CODE STRATEGY
Three Steps
1. Find an un-saturated niche.
2. Conduct an aggressive
strategy based on key
words.
3. ...
Six Elements of the Content Code
1. Brand Development (Build trust by being true to self,
consistent and serving the audie...
AUDIENCE
MILLENNIALS
• Want more transparency,
attribution, community
• Want a craft, not a job - A job
pays the rent.A craft leave...
ZEN DIAGRAM
Image credit: zendiagram.co
BEYOUR AUDIENCE
• Would you re-share it? If you
won’t, they won’t either.
• Your voice = the sum of all
parts (all platfor...
MESSAGETIMING
• Don’t worry about
saturation.Twitter traffic is
very episodic.
• Test, test, test.
Image credit: Flickr Use...
ANALYTICS
USING ANALYTICS
• Evergreen content - if it’s trending we can repackage.
• Look at trendline data and theme/vertical perfo...
TOOLSTO CHECK OUT
• Google Ripples
• Chart Beat
• Twitter Search w/
Geolocation
• Tabula
• CrowdTangle
• Simple Charts
Ima...
MANAGEMENT
MANAGINGYOUR
CONTENT PRODUCTION
• Have a schedule, but be
flexible.
• Have guidelines and/or an
ethics contract.
• Provide ...
HOWTO BE AN INNOVATOR
• AssociationalThinking
• Add two things together.
• Catalytic Questioning
• Choose one challenge.
•...
CONTENT CREATIONTIPS
GENERAL CONTENTTIPS
• Don’t try to shoehorn
content into a format in
which it doesn’t belong. Not
everything should be a
v...
FACEBOOKTIPS
• Decline in organic reach
from brand pages.
• Fallen from 26% in
2011 to 6% in 2014.
• Could hit 0% by end o...
TWITTERTIPS
CHECK LIST FOR WRITING TWEETS
• Does the tweet have a
singular goal?
• Does the tweet have a clear
call-to-act...
VIDEOTIPS
• Upload videos toYouTube
and Facebook natively. Don’t
just link on Facebook.
• Use Adobe Audition to edit
out w...
TOOLSTO CHECK OUT
• Canva - Add text to images for blogs, Pinterest, etc.
• Social Flow - Used by large brands to distribu...
ADDITIONAL INFORMATION
FOR MORE DETAILS ON
SELECT SESSIONS I ATTENDED:
• Blog post noting key takeaways per session
• Storify Recaps & Sketchnote...
• Failure as a Creative Catalyst
• Behind the Social at PBS’ Largest Content
Provider 

(featuring MasterpieceTheater,Anti...
• Social Media: Breaking News or Fixing News?
(featuring Marketplace Radio,The NewYork
Times,The Wall Street Journal, andT...
• Big PictureTesting: Beyond the One-Off
Result
• Captivology:The Science of Capturing
Attention
• Fear and Creativity: Fi...
• NPR and PBS: Public Media, Reaching New
Publics

(featuring PBS Digital Studios & 

NPR’s Code Switch)
• The Case for De...
• Beyond 140 Characters: How to Stretch
Your Limits

(featuringTwitter, RGA and Big Fuel)
• Content is the Starting Line, ...
• The Innovator’s DNA:The Five Innovation Skills

(featuring Hal Gregersen of the 

MIT Leadership Center)
• Breaking the ...
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SXSW Interactive 2015 Highlights

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A recap of trends and tactics from the South by Southwest (SXSW) Interactive 2015 conference in Austin, Texas.

Published in: Technology, Marketing
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SXSW Interactive 2015 Highlights

  1. 1. SXSW INTERACTIVE 2015 Highlights Relevant to Our Communications
  2. 2. CONTENT MARKETING
  3. 3. HIGH EFFORT CONTENT • Costs the most. • Moves “visit” traffic to “lead” • Examples: 
 Blog, paid content, video
  4. 4. MEDIUM EFFORT CONTENT • Performs best for search engine optimization • Higher “visit” to “lead” conversion • Example: Q & A
  5. 5. LOW EFFORT CONTENT • 9.1% conversion from “visit” to “lead” • 13.5% conversion rate from “lead” to “customer” • Best for cross-channel distribution • Examples: user-generated content, curated content
  6. 6. HOW MUCH CONTENT DOYOU NEED? Content Categories Audience Personas X Stages in Sale Funnel # of Content Pieces
  7. 7. WHERE DOYOU FOCUS? • Have communications managers & content creators focused on what type of stuff works 
 best for your goals. • Aggregate content. It’s not possible to create 
 it all yourself. • Leverage internal resources.
  8. 8. CONTENT CODE STRATEGY Three Steps 1. Find an un-saturated niche. 2. Conduct an aggressive strategy based on key words. 3. Nurture an audience to ignite by paying attention. Image credit: amazon.com
  9. 9. Six Elements of the Content Code 1. Brand Development (Build trust by being true to self, consistent and serving the audience.) 2. Audience & Influencers (Identify your top 2% who will share your content.) 3. Distribution,Advertising, Promotion & SEO 4. Authority 5. Social Proof & Social Signals 6. Shareability of the Content
  10. 10. AUDIENCE
  11. 11. MILLENNIALS • Want more transparency, attribution, community • Want a craft, not a job - A job pays the rent.A craft leaves you feeling fulfilled. (See next slide.) • 50% of buyers by 2020 • Trust friends, not brands • More likely to get news from multiple resources Image credit: Flickr UserTed Eytan
  12. 12. ZEN DIAGRAM Image credit: zendiagram.co
  13. 13. BEYOUR AUDIENCE • Would you re-share it? If you won’t, they won’t either. • Your voice = the sum of all parts (all platforms, all shared content - even if it’s curated from external sources) • Always be on the lookout for potential brand ambassadors Image credit: Flickr User Marco Gomes
  14. 14. MESSAGETIMING • Don’t worry about saturation.Twitter traffic is very episodic. • Test, test, test. Image credit: Flickr User Janos Balazs
  15. 15. ANALYTICS
  16. 16. USING ANALYTICS • Evergreen content - if it’s trending we can repackage. • Look at trendline data and theme/vertical performance to guide future content. • When testing, have a written hypothesis. Reiterate tests. • Manual analytics are fine. If it works for PBS, it should work for us. It just takes more elbow grease.
  17. 17. TOOLSTO CHECK OUT • Google Ripples • Chart Beat • Twitter Search w/ Geolocation • Tabula • CrowdTangle • Simple Charts Image credit: Flickr User j
  18. 18. MANAGEMENT
  19. 19. MANAGINGYOUR CONTENT PRODUCTION • Have a schedule, but be flexible. • Have guidelines and/or an ethics contract. • Provide best practice guidelines to staff. Image credit: Flickr UserVFS Digital Design
  20. 20. HOWTO BE AN INNOVATOR • AssociationalThinking • Add two things together. • Catalytic Questioning • Choose one challenge. • Brainstorm questions only. • Prioritize questions. • Take action. Image credit: Flickr User James Bowe
  21. 21. CONTENT CREATIONTIPS
  22. 22. GENERAL CONTENTTIPS • Don’t try to shoehorn content into a format in which it doesn’t belong. Not everything should be a video. • Have a standard brand design. Design serves as a proxy for the organization. Sloppy brand = sloppy organization. Image credit: Flickr User Anonymous Collective
  23. 23. FACEBOOKTIPS • Decline in organic reach from brand pages. • Fallen from 26% in 2011 to 6% in 2014. • Could hit 0% by end of this calendar year. • We can’t rely on Facebook unless we look at paid ads. Image credit: Flickr User Maria Elena
  24. 24. TWITTERTIPS CHECK LIST FOR WRITING TWEETS • Does the tweet have a singular goal? • Does the tweet have a clear call-to-action? • Did you include relevant hashtags? • Have you leverage text over image? • Does your copy say something different from your rich media? • Did you include relevant @mentions? • Will this tweet stand out from the crowd? • Why would someone engage with us on this tweet?
  25. 25. VIDEOTIPS • Upload videos toYouTube and Facebook natively. Don’t just link on Facebook. • Use Adobe Audition to edit out white noise from sound tracks. • Launch day:YouTube & Facebook; blog post w/ embed; teasers onVine & Instagram Image credit: Flickr User See-ming Lee
  26. 26. TOOLSTO CHECK OUT • Canva - Add text to images for blogs, Pinterest, etc. • Social Flow - Used by large brands to distribute content • Medium - Alternative blog platform (long-form text driven) • Tumblr - Alternative blog platform (image / meme drive) • Storehouse - Described as “Medium for photography”
  27. 27. ADDITIONAL INFORMATION
  28. 28. FOR MORE DETAILS ON SELECT SESSIONS I ATTENDED: • Blog post noting key takeaways per session • Storify Recaps & Sketchnotes: • Simple Ways to Massively Increase Content (featuring CBS Sports) • New Media Ethics: Journalism in the Age of GIFS
  29. 29. • Failure as a Creative Catalyst • Behind the Social at PBS’ Largest Content Provider 
 (featuring MasterpieceTheater,Antiques Roadshow, PRI’sThe World, and American Experience) • The Art of Social Media 
 (featuring Guy Kawasaki)
  30. 30. • Social Media: Breaking News or Fixing News? (featuring Marketplace Radio,The NewYork Times,The Wall Street Journal, andThe Associated Press.) • Data-Driven NewsroomsThat Don’t Drive Off Writers 
 (featuring Refinery29 & National Public Radio) • Making Social Media POP! withVideo (featuring Okay Samurai)
  31. 31. • Big PictureTesting: Beyond the One-Off Result • Captivology:The Science of Capturing Attention • Fear and Creativity: FindingYour Craft • Slacktivism: Monster or Myth?
  32. 32. • NPR and PBS: Public Media, Reaching New Publics
 (featuring PBS Digital Studios & 
 NPR’s Code Switch) • The Case for DesignThinking in Communications • Telling Stories withVisualization and Interactivity
 (featuringThe NewYorkTimes)
  33. 33. • Beyond 140 Characters: How to Stretch Your Limits
 (featuringTwitter, RGA and Big Fuel) • Content is the Starting Line, Not the Finish Line • Where’s Waldo’sVoice: Social Media for Mascots
 (featuring AFLAC and Chick-fil-A)
  34. 34. • The Innovator’s DNA:The Five Innovation Skills
 (featuring Hal Gregersen of the 
 MIT Leadership Center) • Breaking the News in the Age of Snapchat
 (featuring Dan Rather,Andrew Bleeker, &
 Former White House Sr.Advisor Dan Pfeiffer) • Infinity and Beyond: Pixar 20Years SinceToy Story 
 (featuring Pixar executives)

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