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From Wastelands to
Wuthering Heights
Judith Denkmayr & Richard Hemmer DIGITAL AFFAIRS
the rocky road to great social media...
In the beginning was
the word...
cc:flickr.com/photos/jdhancock
SOCIAL
(media)
Content for social
media was a
wasteland
cc:flickr.com/photos/eflon
Companies
were used to
sending
cc:flickr.com/photos/eflon
And shouting
cc:flickr.com/photos/eflon
cc: flickr.com/photos/dno1967b
Not engaging
Not interesting
Not the right channels
cc:flickr.com/photos/eflon
The Gone with the
Wind Phase
cc:flickr.com/photos/jezarnold
The iPad Strategy
cc:flickr.com/photos/jezarnold
cc:flickr.com/photos/jezarnold
The iPad Strategy
A testament to lack of vision
Brings in fans from all over the place
Not sustainable
cc:flickr.com/photo...
The Very Hungry Caterpillar
Not authentic
Lazy
Not sustainable
Much ado
about nothing
Everyone does it
It’s not relevant
Nobody cares
Wuthering Heights
cc:flickr.com/photos/danscurtu
cc:flickr.com/photos/danscurtu
cc:flickr.com/photos/danscurtu
cc:flickr.com/photos/danscurtu
But: Not all’s well
that ends well
cc:flickr.com/photos/danscurtu
cc:flickr.com/photos/danscurtu
So, how do I find
my sweet spot?
cc:ChinaWorldHotel,Bejing
Don’t be afraid to check out your
competitors
cc:ChinaWorldHotel,Bejing
Editor
Content Creator
Content Producers
Don’t forget:
Assign Responsibilities
Set up your
team
cc:ChinaWorldHotel,Bejing
Define where and
how to address
your audience
Tonality
Content types
Platforms
Frequency
cc:ChinaWorldHotel,Bejing
Find the content
that adds value
Information?
Brand stories?
Servicing?
cc:ChinaWorldHotel,Bejing
Test, Analyse and
Evaluate
What’s working and what
isn’t?
Do I need ads to boost
my reach?
Which are the KPIs I want
to ke...
Added Value
Frequency
Format
Platform
cc:ChinaWorldHotel,Bejing
Remember…
….your content always
has to compete with
the cutest kitten alive!
Addd Value
Frequency
Format
Platform
cc:China...
Finally
Don’t waste your time
-
and that of your customers
Please don’t!
Smart Content Day 2014
October 23rd, 2014
at the Orangerie Schönbrunn
Schönbrunner Schloßstrasse 47, 1130 Vienna, Austria
...
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content
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From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content

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At the cusp of a new era of ephemeral self-destroying Snapchat pictures and soon-forgotten WhatsUp messages, we will look at the progression of content creation for the social web that led us there. As we move from the wastelands, mostly characterised by the odd PR-message and overly contrived calls to action, we will travel an uphill road, witnessing the struggle of companies to find their voice on the social web. At the end of our journey we will arrive at the current heights, where production of content is more professional than ever. But it’s windy at the top: competitors are right around the corner, trolls are lurking everywhere and the need to keep adapting your content is omnipresent.

Published in: Social Media, Technology, Business
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From Wastelands to Wuthering Heights. The Rocky Road to great Social Media Content

  1. 1. From Wastelands to Wuthering Heights Judith Denkmayr & Richard Hemmer DIGITAL AFFAIRS the rocky road to great social media content cc:flickr.com/photos/brammetje
  2. 2. In the beginning was the word... cc:flickr.com/photos/jdhancock
  3. 3. SOCIAL (media)
  4. 4. Content for social media was a wasteland cc:flickr.com/photos/eflon
  5. 5. Companies were used to sending cc:flickr.com/photos/eflon
  6. 6. And shouting cc:flickr.com/photos/eflon
  7. 7. cc: flickr.com/photos/dno1967b
  8. 8. Not engaging Not interesting Not the right channels cc:flickr.com/photos/eflon
  9. 9. The Gone with the Wind Phase cc:flickr.com/photos/jezarnold
  10. 10. The iPad Strategy cc:flickr.com/photos/jezarnold
  11. 11. cc:flickr.com/photos/jezarnold
  12. 12. The iPad Strategy A testament to lack of vision Brings in fans from all over the place Not sustainable cc:flickr.com/photos/jezarnold
  13. 13. The Very Hungry Caterpillar
  14. 14. Not authentic Lazy Not sustainable
  15. 15. Much ado about nothing
  16. 16. Everyone does it It’s not relevant Nobody cares
  17. 17. Wuthering Heights cc:flickr.com/photos/danscurtu
  18. 18. cc:flickr.com/photos/danscurtu
  19. 19. cc:flickr.com/photos/danscurtu
  20. 20. cc:flickr.com/photos/danscurtu
  21. 21. But: Not all’s well that ends well cc:flickr.com/photos/danscurtu
  22. 22. cc:flickr.com/photos/danscurtu
  23. 23. So, how do I find my sweet spot? cc:ChinaWorldHotel,Bejing
  24. 24. Don’t be afraid to check out your competitors cc:ChinaWorldHotel,Bejing
  25. 25. Editor Content Creator Content Producers Don’t forget: Assign Responsibilities Set up your team cc:ChinaWorldHotel,Bejing
  26. 26. Define where and how to address your audience Tonality Content types Platforms Frequency cc:ChinaWorldHotel,Bejing
  27. 27. Find the content that adds value Information? Brand stories? Servicing? cc:ChinaWorldHotel,Bejing
  28. 28. Test, Analyse and Evaluate What’s working and what isn’t? Do I need ads to boost my reach? Which are the KPIs I want to keep track of? cc:ChinaWorldHotel,Bejing
  29. 29. Added Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  30. 30. Remember… ….your content always has to compete with the cutest kitten alive! Addd Value Frequency Format Platform cc:ChinaWorldHotel,Bejing
  31. 31. Finally Don’t waste your time - and that of your customers Please don’t!
  32. 32. Smart Content Day 2014 October 23rd, 2014 at the Orangerie Schönbrunn Schönbrunner Schloßstrasse 47, 1130 Vienna, Austria http://smart-content-day.com/

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