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Relevant Content: Don't be the Drunk Uncle || Innotech Austin || Content Strategy
Many brands are as welcome on social channels as that “drunk uncle” that shows up at all the family outings. For the first couple of hours he’s amusing but the longer he sticks around, the more the crowd in whichever room he inhabits gets thinner and thinner. So how do companies, small & large, B2C & B2B, avoid being that “drunk uncle” and cultivate a voice that keeps them relevant in the right conversation and communicates their story at the same time? By becoming a relevant peer of course and one way to do that is to develop a “newsroom mentality” content approach.

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Relevant Content: Don't be the Drunk Uncle || Innotech Austin || Content Strategy

  1. 1. Ben Cecil, UPG Video Aaron Strout, W2O Group Kyle Flaherty, 21CT Lionel Menchaca, W2O Group TIPS & BEST PRACTICES from “Don’t Let Your Brand Be The Drunk Uncle Of The Social Web” A Panel Discussion at Innotech Austin 2013
  2. 2. FIVE FUNDAMENTALS Listening – the market Influencers – the people Language – the words Content – the story Distribution – the network Aaron Strout
  3. 3. There are ten areas of online influence – HOW ARE WE DOING? Key Areas of Influence Brand X Competitor #1 Competitor #2 Competitor #3 SOC #1 SOC #2 X images X images X images X images x images x images x presentations x presentations x presentations x presentations x presentations x presentations x tweets x tweets x tweets x tweets x tweets x tweets x pages x pages x pages x pages x pages x pages Answers x questions x questions x questions x questions x questions x questions Aaron Strout
  4. 4. Influence Areas Trend Relevance Audio Favorite of sales force, customers on the go Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility Blogs >200MM; trend is to have multiple blogs, multiple languages We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key. Data / Slides 90mm uniques at SlideShare A great location to share all public presentations. Forums The engine of conversations online; often patient driven Knowing who is driving conversation in forums is key. We should treat high volume moderators with the same respect as we do with journalists. Images Is all content tagged to impact natural search? Companies often forget to tag all content in the 10 languages that reach 90% of the online population. Micro Blogging An effective way to alert influencers, help propel news cycles A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example. Search Yes, Google is #1, but YouTube is #2 We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search. Social Networks The communities that are often our “first place” to go online Our day often starts and ends with Facebook or other social site Video Consumption habits are starting to favor video vs. copy There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products. Wikis Free online peer edited online encyclopedia Nearly every topic has a Wikipedia entry, which means it could be the first information a consumer finds about any topic they are seeking information about. TEN AREAS OF ONLINE INFLUENCE Aaron Strout
  5. 5. STORYTELLING EXERCISE Great stories begin with a great storytelling process. Below is an exercise that will help anyone tell better stories. Purpose: What’s the main point of the story? Why should the viewer care? This should be one sentence. People: Who are the characters? How will you make us care about them? BTW, it might not be a person. For example, your villain might be old technology. Places: Where the story happens. Is the location relevant? Friendly? What will it add to the story? Don’t settle. Plot: Yes, every story has a plot. Doesn’t have to be “saving the world.” What’s the journey or conflict? This is where stories go from good to great. This is where you can make viewers feel involved. Choose 3 potential plots. Pick the best one. Your story should have a beginning, middle, & end. Key words: Brainstorm 4 or 5 key words or phrases that describe important aspects of your story. List 20. Cut it down to 4 or 5. Which elements in your story speak to each one? All key words must be represented in some way. Ben Cecil
  6. 6. EXAMPLES OF GREAT BRAND STORYTELLING Peer 1 Hosting. During Hurricane Sandy, this New Jersey cloud provider’s building began to flood. All of the server racks & equipment were about to be ruined, taking down hundreds of client websites and stored data. Luckily all was saved, but the brand wasn’t the hero. (video produced by UPG’s Stephen Mick) (Take SlideShare Deck Fullscreen to Click Links) Click>>>>> BreakingPoint (IXIA). A historic throughput test. It’s never been done. But you can’t just point a camera at a server rack and say, “Watch this.” You need a story. (video by UPG) Click>>>>> Expedia: These guys do a lot of video content but nothing like the “Find Yours” campaign. A series of stories about being human. This one, in particular was the most shared. Never mentions the brand(until endscreen graphics). Click>>>>> Ben Cecil
  7. 7. SUBJECT MATTER EXPERTS: WHAT TO LOOK FOR What They Are What They Are Not Knowledgeable about the topic Paid spokesperson Personable and warm Slick marketing or sales rep Genuinely excited Forced to get in front of the camera Someone you hadn’t thought of initially (e.g. engineering, development, customer support, solutions architect) The CEO Actual employee, partner, customer Trained actor Professional Nude (unless that is your business model) Kyle Flaherty
  8. 8. SUBJECT MATTER EXPERTS: HOW TO HELP What To Do What Not To Do Prepare SMEs with briefing document that includes goals and questions Grab them at the last minute and start taping Manage the process the entire way through Leave them alone to their own devices with no guidance Start out small Film “Gone With the Wind” your first time out Measure impact and results to the bottom line Assume your video program is benefitting the company Share results with your SMEs to instill value and future commitment Pat them on the back and ignore then the next time you run into each other at the Kurig machine Make them comfortable throughout Mock them from the back of the room, including revealing horribly personal secrets on camera Kyle Flaherty
  9. 9. SUBJECT MATTER EXPERTS: MYTH BUSTERS Myth Truth Big budget is the only way to make this work Handheld’s are magic if you find the right SME and prepare fully Results? Results? We can’t measure results! You can measure everything if you set up the proper workflow and analytic platform beforehand We are too proprietary to share anything on video Sales enablement videos help close deals, support videos help enhance customer retention…don’t just think external facing Post-production value is critical Post-production value is the least of your worries if you have great content and SMEs We need a really polished spokesperson You haven’t been listening, go back to Fax Marketing Kyle Flaherty
  10. 10. Discussions from Groups Comment Threads Comment Threads Influencer Blog Posts Forum Threads Twitter Conversations Connected Content Lionel Menchaca
  11. 11. As you scale across your employee base, individual comments turn into hundreds of external links back to your corporate blog Forum Threads • External discussions build + strengthen influencer relationships • Bringing external conversations into your corporate blog make each blog post more relevant, more compelling. • Every external conversation is a direct (or indirect) link back to your company site or blog, which strengthens SEO. Connected Content Lionel Menchaca
  12. 12. About the Authors: Ben Cecil began his career as a television news writer & producer and then quickly transitioned from content to marketing and brand management. He served in this capacity for two local Austin media affiliates totaling nearly ten years. For the last four years, as the Director of Marketing Strategies at UPGVideo, Ben has helped brands large and small tell their stories with creative, results-driven video campaigns. As a public speaker and blogger, Ben discusses his views on video strategy and storytelling. @YoBenCecil Kyle Flaherty has spent much of his career innovating and implementing analytics-driven communications and lead generation programs. This includes proven social media and content marketing programs that have helped establish high value industry communities. Previous to 21CT, Kyle was the Senior Director of Marketing & Global Corporate Communications at IXIA (NASDAQ: XXIA). He joined IXIA through the successful acquisition of BreakingPoint, a network security startup headquartered in Austin, Texas. Kyle is a frequent public speaker on the issues of analytics-driven content engagement and B2B social marketing. @KyleFlaherty Aaron Strout has nearly 20 years of social media, mobile, online marketing and advertising experience, with a strong background in integrated marketing. Prior to joining W2O Group, Aaron spent time as the CMO of social media agency, Powered Inc (now part of Dachis Group), VP of social media at Mzinga and director of interactive financial services leader, Fidelity Investments. Aaron is also the co-author of, Location Based Marketing for Dummies (Wiley). In addition to blogging regularly for W2O Group, Aaron writes a monthly mobile/location-based marketing column on @AaronStrout Lionel Menchaca serves as director of content engagement for W2O Group. In this role, he helps clients of all sizes to develop content and engagement strategies so they can connect directly with customers. He also works with teams of developers to build tools companies need to manage an increasingly complex flow of content. Before W2O, Lionel worked at Dell for 18 years and was the founder and chief blogger of Direct2Dell, Dell’s main corporate blog. Over the last 7 years, Lionel authored hundreds of postson behalf of Dell. He helped expand it into several continues to extend Dell’s global presence. Before the blog, Lionel was one of the main architects behind Dell’s blog monitoring process begun in April 2006. @LionelGeek