PR + Social Media Summit 2013

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Ever wonder if your content resonates with your audience? Social engagement can provide positive reinforcement, but how do you know if your content truly has impact? Sarah will discuss what defines “good” content, provide industry-relevant examples and showcase the top 10 principles every writer needs to know. This session will provide clear takeaways to improve your social, PR and SEO content.

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PR + Social Media Summit 2013

  1. 1. HANSON DODGE CREATIVE Making the world more active.™
  2. 2. @sarahvanelzen #PRSMContent
  3. 3. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent What is content? 3
  4. 4. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 4 Campaigns. TV spots. Online ads. Press releases. Videos. Tweets. Articles. White Papers. Slides. Facebook posts. Blogs. Social ads. Webinars. eBooks. What is content?
  5. 5. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 20% of all time spent online is devoted to reading content. 5 Source: Content Marketing Institute
  6. 6. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent What is good content? 6
  7. 7. @sarahvanelzen #PRSMContent
  8. 8. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 8
  9. 9. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 9 Educational, provides facts or details Principles of Good Content #1 Informative
  10. 10. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10 @sarahvanelzen #PRSMContent #1 Informative
  11. 11. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 47% of all social posts contain content- sharing links 11 Source: MarketingProfs #1 Informative
  12. 12. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12 @sarahvanelzen #PRSMContent #1 Informative
  13. 13. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.13 @sarahvanelzen #PRSMContent #1 Informative
  14. 14. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 14
  15. 15. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 15 Inspirational, joyful, heartwarming Principles of Good Content #2 Emotional
  16. 16. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16 @sarahvanelzen #PRSMContent #2 Emotional
  17. 17. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Only 4% of women around the world consider themselves beautiful. Dove is committed to building positive self-esteem and inspiring women. 17 #2 Emotional
  18. 18. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.18 @sarahvanelzen #PRSMContent #2 Emotional
  19. 19. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19 @sarahvanelzen #PRSMContent #2 Emotional
  20. 20. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 20
  21. 21. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 21 Honest and open, easy to understand Principles of Good Content #3 Transparent
  22. 22. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22 @sarahvanelzen #PRSMContent #3 Transparent
  23. 23. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23 @sarahvanelzen #PRSMContent #3 Transparent
  24. 24. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.24 @sarahvanelzen #PRSMContent #3 Transparent
  25. 25. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.25 Results Over 20,000 questions answered More than 2 million visits to the site Visitors spend 4:30 minutes (avg.) on the site Visitors read ~12 questions per visit @sarahvanelzen #PRSMContent Principles of Good Content #3 Transparent
  26. 26. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26 @sarahvanelzen #PRSMContent #3 Transparent
  27. 27. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 27
  28. 28. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 28 Designed for a practical purpose, solves problems, productive Principles of Good Content #4 Useful
  29. 29. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29 @sarahvanelzen #PRSMContent #4 Useful
  30. 30. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30 @sarahvanelzen #PRSMContent #4 Useful
  31. 31. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.31 @sarahvanelzen #PRSMContent #4 Useful
  32. 32. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.32 @sarahvanelzen #PRSMContent #4 Useful
  33. 33. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33 @sarahvanelzen #PRSMContent #4 Useful
  34. 34. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34 @sarahvanelzen #PRSMContent #4 Useful
  35. 35. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 35
  36. 36. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 36 Causes laughter, happiness, enjoyment Principles of Good Content #5 Amusing
  37. 37. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37 @sarahvanelzen #PRSMContent #5 Amusing
  38. 38. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.38 @sarahvanelzen #PRSMContent #5 Amusing
  39. 39. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 50% of people talk with friends after watching a video 39 Source: Google Think
  40. 40. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40 @sarahvanelzen #PRSMContent #5 Amusing
  41. 41. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 41
  42. 42. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 42 Leads to a business deal, conversion or sale Principles of Good Content #6 Transactional
  43. 43. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43 @sarahvanelzen #PRSMContent#6 Transactional
  44. 44. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Posts with photos attract 120% more engagement than the average post 44 Source: Wishpond
  45. 45. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 45
  46. 46. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 46 Searchable, targeted, result provides expected outcome Principles of Good Content #7 Optimized
  47. 47. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.47 @sarahvanelzen #PRSMContent #7 Optimized
  48. 48. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.48 @sarahvanelzen #PRSMContent
  49. 49. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 49 @sarahvanelzen #PRSMContent
  50. 50. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 50 Relates to the audience, specific, personal Principles of Good Content #8 Relevant
  51. 51. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.51 @sarahvanelzen #PRSMContent #8 Relevant
  52. 52. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52 @sarahvanelzen #PRSMContent #8 Relevant
  53. 53. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53 @sarahvanelzen #PRSMContent #8 Relevant
  54. 54. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent Social posts with less than 80 characters get 66% more engagement 54 Source: Track Social
  55. 55. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.55 @sarahvanelzen #PRSMContent #8 Relevant
  56. 56. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56 Results 250+ total stories 53 million+ media impressions 200+ TV mentions At least two TV crews covered the event each day Opening Day: 4 TV crews, 2 news choppers, print feature 1,664,614 Facebook impressions gained during the event 1,260,986 Twitter impressions gained during the event @sarahvanelzen #PRSMContent Principles of Good Content #8 Relevant
  57. 57. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57 @sarahvanelzen #PRSMContent #8 Relevant
  58. 58. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.58 @sarahvanelzen #PRSMContent #8 Relevant
  59. 59. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 59
  60. 60. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 60 Smart, clever and able to move quickly Principles of Good Content #9 Agile
  61. 61. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61 @sarahvanelzen #PRSMContent #9 Agile
  62. 62. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62 @sarahvanelzen #PRSMContent #9 Agile
  63. 63. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63 @sarahvanelzen #PRSMContent #9 Agile
  64. 64. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 64
  65. 65. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen #PRSMContent 65 Upholds brand position, values and voice Principles of Good Content #10 Brand-driven
  66. 66. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66 @sarahvanelzen #PRSMContent #10 Brand-driven
  67. 67. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67 @sarahvanelzen #PRSMContent #10 Brand-driven
  68. 68. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68 @sarahvanelzen #PRSMContent #10 Brand-driven
  69. 69. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69 @sarahvanelzen #PRSMContent #10 Brand-driven
  70. 70. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.70 @sarahvanelzen #PRSMContent #10 Brand-driven
  71. 71. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.71 @sarahvanelzen #PRSMContent #10 Brand-driven
  72. 72. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72 @sarahvanelzen #PRSMContent #10 Brand-driven
  73. 73. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73 @sarahvanelzen #PRSMContent #10 Brand-driven
  74. 74. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74 @sarahvanelzen #PRSMContent #10 Brand-driven
  75. 75. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75 Results Grew community from 66,042 to 137,756 100% growth from year to year 56,412 sweepstakes entries 20,000 email opt-ins Raised $13,000 for community partner (Bucket Brigade) and developed ongoing philanthropic relationship with ACGA Record e-commerce and shelf sales @sarahvanelzen #PRSMContent Principles of Good Content #10 Brand-driven
  76. 76. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76 @sarahvanelzen #PRSMContent Want a copy of the poster? Drop a business card, tweet me @sarahvanelzen or email svanelzen@hansondodge.com
  77. 77. HANSON DODGE CREATIVE Making the world more active.™

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