Future of Content @ SMWCPH 2014

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The buzz around content marketing is substantial and content is indeed royal, but what about the 'contract' between a product or business and its listeners?
This presentation by Ronni Tino Pedersen discusses the relationship and importance of Content, Context and Contract when practising storytelling on social media.

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Future of Content @ SMWCPH 2014

  1. 1. Future of Content Social Media Week Copenhagen 2014.02.17
  2. 2. Future of Content Future of Context Social Media Week Copenhagen 2014.02.17
  3. 3. Future of Content Future of Context Future of Contract Social Media Week Copenhagen 2014.02.17
  4. 4. 17. feb. 2014 Social Media Week Copenhagen 2014 BRAND MANAGEMENT Upgrades and Improvements Software Know-How Feature Selection PLATFORM MANAGEMENT Priority and Schedule Management Documentation PROJECT MANAGEMENT Incorporation of Experience Product Selection PRODUCT MANAGEMENT Outreach Events Incentives Issue Management CUSTOMER MANAGEMENT Networking Identification of Best Practices Attend Trade Events PROFESSIONAL MANAGEMENT From: blogs.zdnet.com/Hinchcliffe ADVERTISING AND MARKETING The Online Community Manager STAFF DEVELOPMENT BUSINESS PLANNING COMMUNITY MANAGEMENT CONTENT MANANGEMENT Brand Support Situation Management Capture Brand and Feedback Listen/Join Conversation Marketing Analysis Impact Reporting Ad Rotation Recruiting Team Building Staff Training Budgeting Goal Definiton Business Alignment Control/Management Moderation and Rule Enforcement Elicit Participation Rewards and Incentives Content Plan Research and Insight
  5. 5. 6. feb. 2014 Online Community Management 2014
  6. 6. Social Media Week Copenhagen 2014 Strategy The Contract – Why do we say yes? ^ Apps ^ Community Management ^ 17. feb. 2014 ^ Insights Ads
  7. 7. 17. feb. 2013 Social Media Week Copenhagen 2014 w THE WAY FORWARD CAN BE FOUND IN THREE COMMANDMENTS OFFERED IN 1895 BY MARKETING’S FIRST GREAT STORYTELLER, JOHN POWERS. TELL THE TRUTH. BE INTERESTING. LIVE THE TRUTH. Excerpts from the new book by Jonah Sachs, CEO of Free Range Studios
  8. 8. 17. feb. 2014 Social Media Week Copenhagen 2014 Content or Nontent? Burger King - New Social Responsibility? From 38.000 ”Fans” to 10.000 real fans
  9. 9. 17. feb. 2014 Social Media Week Copenhagen 2014 Content Exceeding InstaExpectations Adidas – or Nontent? ”The Instagram Handbook for Brands, a book profiling 11 companies that it thinks are doing a great job posting content on Instagram. Example posts come from the likes of Patagonia, Chobani, and Disneyland.”
  10. 10. 17. feb. 2014 Social Media Week Copenhagen 2014 Content or The Transient Truth Snapchat –Nontent? Gary Vaynerchuk: ”The most valuable marketing tool for my personal brand right now. Before you tell a story, you have to have somebody's attention. Snapchat has created a platform that demands your attention.”
  11. 11. 17. feb. 2014 Social Media Week Copenhagen 2014 Content or Nontent? "Du har 60 sekunder! Hvor mange slikposer har vi gemt på Malaco-bilen?”
  12. 12. 17. feb. 2014 Social Media Week Copenhagen 2014 Content or Nontent? Content or Nontent? "Du har 60 sekunder! Hvor mange slikposer har vi gemt på Malaco-bilen?” 570 likes, 2700 comments, 60 shares (efter 4 timer, en torsdag aften)
  13. 13. 17. feb. 2014 Social Media Week Copenhagen 2014 Nontent ”Material of a larger work (literary or otherwise) that is lacking in substance, attraction or worth, and therefore provides nothing to its supposed audience. The opposite of content (noun), usually generated when the author/creator is lazy, apathetic, takes their audience for granted and/ or has abandoned the larger work summarily.” From: www.urbandictionary.com
  14. 14. 17. feb. 2014 Social Media Week Copenhagen 2014 Content Marketing is… ”Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” From: www.contentmarketinginstitute.com
  15. 15. 17. feb. 2014 Social Media Week Copenhagen 2014 Overskrift og contract? LOKK – Say no to violence – A new eet til
  16. 16. 17. feb. 2014 Social Media Week Copenhagen 2014 Overskrift og eet til
  17. 17. 17. feb. 2014 Social Media Week Copenhagen 2014 Information on website Conversation on Facebook
  18. 18. 17. feb. 2014 Social Media Week Copenhagen 2014 -  -  -  -  Renewed Contract Telling the truth Showing heroes that are living the truth Conversion into new members
  19. 19. 17. feb. 2014 Social Media Week Copenhagen 2014 Fernet-Branca – Bitter in real time
  20. 20. 17. feb. 2014 Social Media Week Copenhagen 2014
  21. 21. 17. feb. 2014 Social Media Week Copenhagen 2014
  22. 22. 17. feb. 2014 Social Media Week Copenhagen 2014
  23. 23. Future of Content? — Less nontent — More usefulness — More relevance — More relations — More presence — More respect — More inclusion
  24. 24. Future of Content? — Less nontent — More usefulness — More relevance — More relations — More presence — More respect — More inclusion CONTENT CONTEXT CONTRACT good business
  25. 25. Thank you www.untold.dk Ronni Tino Pedersen rope@untold.dk …or @ronnitino on most platforms

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