Content	
  Marketing	
  	
  
on	
  Social	
  Media	
  
Sarah Wang Apr.17th, 2014
@Sarah_021Wang #SMContentMKT
Introduction	
  
Share	
  with	
  #SMContentMKT	
  
	
  
What’s	
  Content	
  Marketing?	
  
Ê  Share	
  with	
  #SMContentMKT	
  
-­‐-­‐	
  Content	
  Marketing	
  Institute	
  
Why	
  Content	
  Marketing?	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Content	
  is	
  King	
  
Ê  Differentiate	
  Yourself	
  from	
  Everybody	
  Else	
  
Ê  Audience’s	
  Distracted	
  At...
Content	
  Shock	
  Theory	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Ê  “The	
  emerging	
  marketing	
  epoch	
  defined...
Ê  Share	
  with	
  #SMContentMKT	
  
So	
  combat	
  it!	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Why	
  Social	
  Media?	
  
Ê  Go	
  Where	
  Your	
  Consumers	
  Are	
  
Ê  Most	
  Bank	
  For	
  Your	
  Buck	
  
Ê...
Research	
  Question	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Research	
  Questions	
  
Ê The	
  Role	
  of	
  Social	
  Media	
  in	
  Content	
  Marketing	
  
Ê The	
  No.1	
  Rule...
Interviews	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Robert	
  Rose	
  
@Robert_Rose	
  
Chief	
  Strategist	
  
Content	
  Marketing	
  Institute	
  
	
  
Ê  Share	
  with	
...
Cathy	
  McPhillips	
  
@cmcphillips	
  
Marketing	
  Director	
  
Content	
  Marketing	
  Instititute	
  
	
  
Ê  Share	...
Chris	
  Makara	
  
@ChrisMakara	
  
	
  Interactive	
  Marketing	
   & Social	
  Strategist	
  
Ciked.com	
  
Ê  Share	
...
The	
  Role	
  of	
  Social	
  Media	
  
Ê  Robert	
  Rose:	
  It’s	
  the	
  gasoline	
  on	
  your	
  fire.	
  	
  	
  S...
The	
  Role	
  of	
  Social	
  Media	
  
Ê  Insight	
  Source	
  
Ê  Content	
  Source	
  
Ê  Display	
  Platform	
  
Ê...
The	
  No.1	
  Rule	
  in	
  SMCM	
  
Ê  Robert	
  Rose:	
  Document	
  your	
  plan	
  and	
  understand	
  your	
  
str...
The	
  Biggest	
  Mistake	
  in	
  SMCM	
  
Ê  Robert	
  Rose:	
  Not	
  focused	
  on	
  building	
  an	
  audience,	
  ...
Challenge	
  Brought	
  by	
  Social	
  Media	
  
Ê  Robert	
  Rose:	
  It	
  is	
  becoming	
  a	
  destination	
  rathe...
Case	
  Studies	
  
Share	
  with	
  #SMContentMKT	
  
Case	
  Study:	
  Lowe’s	
  Fix	
  in	
  Six	
  
Social	
  Media	
  Platform:	
  Vine	
  
By:	
  BBDO	
  New	
  York	
  
Y...
Case	
  Study:	
  Lowe’s	
  Fix	
  in	
  Six	
  
Social	
  Media	
  Platform:	
  Vine	
  
By:	
  BBDO	
  New	
  York	
  
Y...
Case	
  Study:	
  Oreo	
  Daily	
  Twist	
  
Social	
  Media	
  Platform:	
  Twitter,	
  Facebook	
  
By:	
  360i	
  
Year...
Case	
  Study:	
  Oreo	
  Daily	
  Twist	
  
Social	
  Media	
  Platform:	
  Twitter,	
  Facebook	
  
By:	
  360i	
  
Year...
Case	
  Study:	
  Oreo	
  Daily	
  Twist	
  
Social	
  Media	
  Platform:	
  Twitter,	
  Facebook	
  
By:	
  360i	
  
Year...
Case	
  Study:	
  Oreo	
  Daily	
  Twist	
  
Social	
  Media	
  Platform:	
  Twitter,	
  Facebook	
  
By:	
  360i	
  
Year...
Summary	
  
Share	
  with	
  #SMContentMKT	
  
	
  
Ê  Share	
  with	
  #SMContentMKT	
  
Social	
  
Content	
  
Ø  #SMContentMKT	
  
Ø  @Sarah_021Wang	
  
Ø  xwang87@syr.edu	
  
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Content marketing on social media

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Advertising Grad Student tapping into the trend of content marketing and how it is done on social media platforms.

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Content marketing on social media

  1. 1. Content  Marketing     on  Social  Media   Sarah Wang Apr.17th, 2014 @Sarah_021Wang #SMContentMKT
  2. 2. Introduction   Share  with  #SMContentMKT    
  3. 3. What’s  Content  Marketing?   Ê  Share  with  #SMContentMKT   -­‐-­‐  Content  Marketing  Institute  
  4. 4. Why  Content  Marketing?   Ê  Share  with  #SMContentMKT  
  5. 5. Content  is  King   Ê  Differentiate  Yourself  from  Everybody  Else   Ê  Audience’s  Distracted  Attention   Ê  People  share  contents,  not  pr0motions   Ê  Life  and  Value  of  Your  Brand   Ê  Keep  Your  Brand  Relevant   Ê  Share  with  #SMContentMKT  
  6. 6. Content  Shock  Theory   Ê  Share  with  #SMContentMKT   Ê  “The  emerging  marketing  epoch  defined  when  exponentially   increasing  volumes  of  content  intersect  our  limited  human   capacity  to  consume  it.”     -- Mark  Schaefer  
  7. 7. Ê  Share  with  #SMContentMKT  
  8. 8. So  combat  it!   Ê  Share  with  #SMContentMKT  
  9. 9. Why  Social  Media?   Ê  Go  Where  Your  Consumers  Are   Ê  Most  Bank  For  Your  Buck   Ê  Two-­‐way  Communication   Ê  No  Device  Switching   Ê  Bring  WOM  To  A  New  Level   Ê  Help  Your  Other  Methods   Ê  Share  with  #SMContentMKT  
  10. 10. Research  Question   Ê  Share  with  #SMContentMKT  
  11. 11. Research  Questions   Ê The  Role  of  Social  Media  in  Content  Marketing   Ê The  No.1  Rule  in  SMCM   Ê The  No.1  Mistake  to  Avoid  in  SMCM   Ê The  Challenges  Brought  by  Social  Media   Ê  Share  with  #SMContentMKT  
  12. 12. Interviews   Ê  Share  with  #SMContentMKT  
  13. 13. Robert  Rose   @Robert_Rose   Chief  Strategist   Content  Marketing  Institute     Ê  Share  with  #SMContentMKT  
  14. 14. Cathy  McPhillips   @cmcphillips   Marketing  Director   Content  Marketing  Instititute     Ê  Share  with  #SMContentMKT  
  15. 15. Chris  Makara   @ChrisMakara    Interactive  Marketing   & Social  Strategist   Ciked.com   Ê  Share  with  #SMContentMKT  
  16. 16. The  Role  of  Social  Media   Ê  Robert  Rose:  It’s  the  gasoline  on  your  fire.      Set  a  fire  with   your  content  -­‐  and  use  social  as  gasoline  to  fuel  it.   Ê  Cathy  McPhillips:  Social  Media  are  the  channels  to  distribute   your  content.  Without  social  media  and  other  distribution   points,  your  content  marketing  is  just  content.   Ê  Chris  Makara:  Social  allows  you  to  promote  your  content  to   your  audience  in  just  a  few  clicks  and  see  instant  results/ success/failures.  
  17. 17. The  Role  of  Social  Media   Ê  Insight  Source   Ê  Content  Source   Ê  Display  Platform   Ê  Distribute  Channel   Ê  Amplifier   Ê  Feedback   Ê  Measurement   Ê  Help  Fight  Content  Shock   Ê  Share  with  #SMContentMKT  
  18. 18. The  No.1  Rule  in  SMCM   Ê  Robert  Rose:  Document  your  plan  and  understand  your   strategy  before  you  begin.   Ê  Cathy  McPhillips:    You  don’t  need  to  be  everywhere.  Focus  on   channels  where  your  audience  spends  time.  Excel  in  these   channels  before  you  branch  out  to  others.   Ê  Chris  Makara:  By  creating  content  and  messaging  that  avoids   jargon  and  industry  acronyms,  you  will  have  a  better  chance   at  relating  to  more  people.   Ê  Share  with  #SMContentMKT  
  19. 19. The  Biggest  Mistake  in  SMCM   Ê  Robert  Rose:  Not  focused  on  building  an  audience,  but  rather   trying  to  draw  a  direct  line  from  content  to  sales.     Ê  Cathy  McPhillips:  Don’t  just  broadcast  your  content  to  your   audience.  Give  your  customers  ways  to  engage  and  don’t   always  make  it  about  you.   Ê  Chris  Makara:  To  think  that  posting  a  tweet  or  status  update   just  once  is  enough  to  drive  results.     Ê  Share  with  #SMContentMKT  
  20. 20. Challenge  Brought  by  Social  Media   Ê  Robert  Rose:  It  is  becoming  a  destination  rather  than  as  a   way  to  draw  people  back  into  your  owned  platforms,  actually   making  it  harder  to  reach  the  community.   Ê  Cathy  McPhillips:  It  is  important  to  remember  that  users  of   various  channels  consume  content  in  different  ways.     Ê  Chris  Makara:  To  successfully  measure  the  success  of  your   efforts.   Ê  Share  with  #SMContentMKT  
  21. 21. Case  Studies   Share  with  #SMContentMKT  
  22. 22. Case  Study:  Lowe’s  Fix  in  Six   Social  Media  Platform:  Vine   By:  BBDO  New  York   Year:  2013   Ê  Share  with  #SMContentMKT  
  23. 23. Case  Study:  Lowe’s  Fix  in  Six   Social  Media  Platform:  Vine   By:  BBDO  New  York   Year:  2013   Ê  Share  with  #SMContentMKT  
  24. 24. Case  Study:  Oreo  Daily  Twist   Social  Media  Platform:  Twitter,  Facebook   By:  360i   Year:  2012     Ê  Share  with  #SMContentMKT  
  25. 25. Case  Study:  Oreo  Daily  Twist   Social  Media  Platform:  Twitter,  Facebook   By:  360i   Year:  2012     Ê  Share  with  #SMContentMKT  
  26. 26. Case  Study:  Oreo  Daily  Twist   Social  Media  Platform:  Twitter,  Facebook   By:  360i   Year:  2012     Ê  Share  with  #SMContentMKT  
  27. 27. Case  Study:  Oreo  Daily  Twist   Social  Media  Platform:  Twitter,  Facebook   By:  360i   Year:  2012     Ê  Share  with  #SMContentMKT  
  28. 28. Summary   Share  with  #SMContentMKT    
  29. 29. Ê  Share  with  #SMContentMKT   Social   Content  
  30. 30. Ø  #SMContentMKT   Ø  @Sarah_021Wang   Ø  xwang87@syr.edu  

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