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Content People Crave - SMX East 2014

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Content People Crave - SMX East 2014

  1. 1. Content People Crave Tips for Creating Content People Will Love and Share Karianne Stinson Senior Strategist at Mediabrands Publishing #SMX #32A @Karianne
  2. 2. Karianne Stinson Senior Strategist Mediabrands Publishing @Karianne #SMX #32A @Karianne
  3. 3. Optimized Content Marketing Content Marketing Social Media SEO In order to be successful, SEO, social media and content marketing should all work collaboratively. #SMX #32A @Karianne
  4. 4. Media Consumption is Up Listening to music is up ⏏200% Reading of magazines is up ⏏100% Watching videos is up ⏏250% Accessing social networks is up ⏏150% Reading of books is up ⏏66% In media terms, your audience is consuming more and more content #SMX #32A @Karianne
  5. 5. People Trust and Value Brand Content 90% 78% 73% 69% 68% of people prefer to get information about an organization through a series of articles rather than in traditional advertising of consumers trust brand content Of consumers spend time reading content from a brand they are interested in of consumers feel that organizations behind the content are interested in building good relationships of consumers find custom content Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html useful #SMX #32A @Karianne
  6. 6. When asked, people are not satisfied with content from brands What: The content is not always relevant to what I want Where: The content is not in the channels that I frequent When: The content is only available when the brand wants to tell me something #SMX #32A @Karianne
  7. 7. The Golden Rule Treat Others the Way You Want to be Treated. #SMX #32A @Karianne
  8. 8. The Platinum Rule Treat Others the Way THEY Want to be Treated. Don’t create the content you or your company wants. Create what your current and potential customers want. #SMX #32A @Karianne
  9. 9. Know What Content Your Target Audience Likes Use the data to know what topics and types of content your audience likes. #SMX #32A @Karianne
  10. 10. Even the Most Superficial Social Media Activity is Driven by a Human Need From the UM Wave 7: Cracking the Social Code – The Story of Why http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf #SMX #32A @Karianne
  11. 11. Content Should Appeal to a Human Need UM Wave research over the last 7 years across 65 countries found 5 human and fundamental needs underpin all social behavior #SMX #32A @Karianne
  12. 12. Diversion 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable #SMX #32A @Karianne
  13. 13. Recognition Make your fans feel special! 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do. #SMX #32A @Karianne
  14. 14. Create content that is informative and useful Progression 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result #SMX #32A @Karianne
  15. 15. Relationship Give your fans more reasons to love your company and a community where they can bond with one another #SMX #32A @Karianne
  16. 16. Don’t just talk to your customers about your products, listen to their needs as well! Learning #SMX #32A @Karianne
  17. 17. Why People Join Brand Communities RELATIONSHIP LEARNING Learn more about Get advance news about products Contact companies & influence development Get a personal response to an issue/complaint RECOGNITION It was recommended to Support a cause I like Get free content DIVERSION Feel part of a like-minded 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% community Share my appreciation with others me Fill time/have fun Develop my skills Wave 6 Wave 7 PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf it Associate with something I think is cool While diversion is still strong, learning, relationships and recognition are growing #SMX #32A @Karianne
  18. 18. Why People Unlike a Brand Page 11% 27% 24% 22% 21% 45% Annoying & Irrelevant Content Lets You Down Original Competition Has Ended Fake Behavior Forgot Original Attraction Page Dormant Think about your fans and what THEY want if you want to keep them around! Study done by UM London www.littlebookofcuriosity.co.uk #LBOC #SMX #32A @Karianne
  19. 19. Brand Objective Meets Consumer Need http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf Find the consumer need which will also meet the brand objective #SMX #32A @Karianne
  20. 20. Case Studies #SMX #32A @Karianne
  21. 21. #SMX #32A @Karianne
  22. 22. Charles Schwab #OwnYourTomorrow The Ask: Video testimonials of people who’ve switched financial advisors The Insight: The reasons people switch is emotional and personal The Content: Videos that highlight positive life changes http://ownyourtomorrow.com/ #SMX #32A @Karianne
  23. 23. What Makes This Campaign Interesting • Each influencer told the story in their own style • Taps into people’s need for progression • Mixed media • Drove conversation about passions and positive change #SMX #32A @Karianne
  24. 24. Results: 7 weeks 9 videos 100+ pieces of micro content 1.5M+ video views 7K video likes 14K+ social shares Vimeo Staff Pick #SMX #32A @Karianne
  25. 25. AT&T’s @SummerBreak The Insight: • Young Millennials love their phones • They don’t give a shit about their phone carrier The Content: • Reality show told in a new way through social media and mobile technology • Viewers were part of the experience #SMX #32A @Karianne
  26. 26. What Makes This Creatively Innovative • Real time reality • Mixed media • Always on • Multiple points of view • Multiple platforms • Audience feedback drives the story #SMX #32A @Karianne
  27. 27. INSTAGRAM 3,318 likes 134 comments 4,546 likes 1,278 retweets 425 favorites 855 retweets 508 favorites TWITTER 1,918 retweets 765 favorites 5,038 notes 1,553 notes TUMBLR 691 notes 8,498 notes VINE 428 likes 929 likes #SMX #32A @Karianne
  28. 28. Results: 9 weeks 6+ hrs of content 84 videos 1000+ pieces of custom art 11,000+ tweets 644MM total impressions 15.3MM total views 10.4 MM consumer social engagements 350K subscribers picked up for a second successful season #SMX #32A @Karianne
  29. 29. Thank You! @Karianne www.kariannestinson.com mediabrandspublishing.tumblr.com karianne.stinson@mbww.com #SMX #32A @Karianne

Editor's Notes

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  • https://analytics.twitter.com/
  • http://training.tonyrobbins.com/the-6-human-needs-why-we-do-what-we-do/
  • Image credit: http://www.scuffletown.org/?p=1827

    Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable
  • Image credit: http://oldsweetwatercottage.blogspot.com/2010/03/crown-me.html

    Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.

  • Image credit:http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/

    Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.

    People want to learn new things, grow and get better. Consider creating content that will help them with that desire. Content that educates and informs can be helpful and engaging for your fans. Can you teach your fans a new lifehack? Or how to use your product in a new way? Something they want to know to enrich their lives.
  • Image credit: http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/

    Relationship is a key need state for driving recommendations. If a brand enables someone to help others they are also more likely to recommend it to others.

    Build a community and create content that helps your fans connect with you and one another. Often people will connect with a brand online because they want to be part of the inner circle. Give them a behind-the-scenes view of your company and engage with them on a human level. Talk with them, rather than at them. That will help deepen their love for your brand.

    How you give your fans an opportunity to contribute will depend on the brand. Some brands let their fans choose to which charity they will donate. Others ask for contribution by encouraging fans be ambassadors for your brand. Especially your most avid fans will want a way to spread the love. Give them content that they can share and acknowledge them for their contribution.
  • Image credit: http://www.print-and-publish.co.uk/wp-content/uploads/2014/03/Row-Of-Books2.jpg

    Whereas to drive sales a combination of Recognition and Learning is key. Educating people about your product while at the same time listening to their own needs makes consumers far more likely to buy your product.
  • Content is not just shared online; it is also talked about in the real world. Keller Fay (a research agency dedicated to measuring word of mouth) discovered that 90% of consumer conversation about brands and companies still happen offline. People will naturally continue to talk about topics they are passionate about and ones that keep them connected to their peers.
  • If we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. The challenge is actually finding the place where consumer need and brand objective meet. Find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the Value Exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship.

  • Schwab wanted to create a series of testimonial videos of people telling why they switched financial advisors.

    Fundamentally, the reasons why people leave are similar – whether they are leaving a job, a relationship, a city or a financial advisor.

    The videos tell the stories of why people left something to make a positive change in their life. It goes beyond the testimonials and taps into human emotion.

    In a world where investors have long-standing relationships with financial advisors that span decades, it is increasingly difficult to get them to consider another financial advisor. How can we get them to think about exploring what else is out there? Change is hard. 

    Partnering with Vimeo, we created 9 videos that reveal the challenges people face in making positive change in their life. The films range from animation to documentary and explore why people leave relationships, places, or even states of mind. 
  • Young Millennials love their phones, but they don’t have brand affinity for their phone carrier.

    @SummerBreak was a familiar style of entertainment, but told in a new way that involved the audience.

    The series told the stories of teens just like them and made the viewers feel included and a sense of belonging.

    A key moment in AT&T’s customer journey is when a kid moves off their family plan and gets their own for the first time.

    AT&T battles to be relevant or liked by kids at this key moment (16-20)

    This audience is also redefining how they consume entertainment. (For example: they like some TV shows but consume them on their own terms)
  • 9 weeks 6+ hrs of content 84 videos

    1000+ pieces of custom art 11,000+ tweets

    644MM total impressions 21.3MM total views

    10.4 MM consumer social engagements

    8% youtube engagements 350K subscribers

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