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Social Content Evolution – Storytelling mit ROI

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Vortrag von Tom Kattermann auf der AllFacebook Marketing Conference 2018 in München.

Der Vortrag:
https://conference.allfacebook.de/session/content-evolution/

Über Tom:
https://conference.allfacebook.de/speaker/tom-kattermann/

Die Konferenz:
https://conference.allfacebook.de/

Published in: Marketing
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Social Content Evolution – Storytelling mit ROI

  1. 1. Social Content Evolution – Storytelling mit ROI Tom Kattermann // Head of RYOT Studio & Tumblr, Oath Germany
  2. 2. Modern Storytelling
  3. 3. Create Curate Consume Content für modernes Storytelling Content als Zugang zum Relevant Set Ihrer Zielgruppe Angetrieben durch die Relevanz des Contents
  4. 4. 400MTumblr Blogs 150BContent Pieces
  5. 5. BILD
  6. 6. Raptor squad, pre-CGI BILD&TEXT
  7. 7. GIF
  8. 8. VIDEO
  9. 9. VIDEO
  10. 10. Kreative Inhalte!
  11. 11. Haben wir auch gutes Storytelling gesehen?
  12. 12. Guter Content ist nicht gleich gutes Storytelling 70%sagen, dass ihnen der Absender von Inhalten egal ist, solange diese einen Mehrwert bieten Frage: Und inwieweit stimmen Sie den folgenden Aussagen zu? Quelle: Yahoo Research, “The power of the creative community for brands” 2016, 1.500 Fälle
  13. 13. Was macht eine Story relevant?
  14. 14. Was macht eine Story erfolgreich?
  15. 15. …inspiriert mich, Neues auszuprobieren …inspiriert mich, Neues auszuprobieren Dieser Content …hat keine verdeckten Absichten …bringt mich der Marke näher …ist etwas, über das man sprechen kann …fesselt meine Aufmerksamkeit …sieht sehr gut aus …zeigt mir neue Perspektiven …interessiert mich …weckt starke Gefühle …ist einprägsam …lässt mich die Webseite wieder nutzen …bietet viele nützliche Informationen …ist ehrlich …ist ein frischer Ansatz …hilft mir, Neues kennenzulernen …ist thematisch aktuell …zeigt mir neue Möglichkeiten …hilft mir, den Alltag zu verbessern …ist vertrauenswürdig Welche Faktoren treiben erfolgreichen Content? Quelle: Yahoo Research, “Return on Inspiration” 2015, 4.000 Fälle
  16. 16. Inspiration ist der wichtigste Treiber für den ROI +84% +75% +76%Kaufabsicht Markenpräferenz Weiterempfehlung Quelle: Yahoo Research, “Return on Inspiration” 2015, 4.000 Fälle
  17. 17. Jede Marke kann inspirieren!
  18. 18. 1. Ansprechende Gestaltung
  19. 19. 2. Mit nützlichem Wissen helfen
  20. 20. 3. Spannende und echte Geschichten erzählen
  21. 21. 4. Positive Absichten zeigen
  22. 22. 5. Vertrauen aufbauen
  23. 23. 6. Einfach halten
  24. 24. Relevanter Content verdient relevante Distribution
  25. 25. Nutzung von Inhalten in der „neuen Welt“ Quelle: Yahoo Research, “Return on Inspiration” 2015, 4.000 Fälle 24%Inhalte im Internet finden mich Nachrichten Beziehungen/ Verbindungen Bilder (Visuals) Musik Interessen Humor
  26. 26. Nutzung von Inhalten in der „neuen Welt“ Quelle: Yahoo Research, “Return on Inspiration” 2015, 4.000 Fälle 74%Inhalte im Internet finden mich Nachrichten Beziehungen/ Verbindungen Bilder (Visuals) Musik Interessen Humor
  27. 27. 74%sagen, Marken kreieren manchmal die unterhaltsamsten Inhalte Die „native“ Chance für Marken Frage: Und inwieweit stimmen Sie den folgenden Aussagen zu? Quelle: Yahoo Research, “The power of the creative community for brands” 2016, 1.500 Fälle
  28. 28. 3 von 4 fühlen sich einer Marke näher verbunden, wenn diese mit ‘Social Influencern’ zusammenarbeitet Frage: Und inwieweit stimmen Sie den folgenden Aussagen zu? Quelle: Yahoo Research, “The power of the creative community for brands” 2016, 1.500 Fälle
  29. 29. THE TURNAROUND GOOGLE
  30. 30. 1. Ansprechende Gestaltung. Ansprechendes Design und Nachrichten. 2. Nützliches Wissen. Breaking News und Weltgeschehen. 3. Echte und spannende Inhalte. Inhalte nahezu in Echtzeit selbst erleben. 4. Positive Absichten. Humanitäre Themen. 5. Vertrauen aufbauen. Dokumentarischer Stil der Aufbereitung. 6. Einfach halten. Veranschaulichung der Produktionszeit.
  31. 31. Create Curate Consume Videoserie mit 12 360° Episoden als Kerninhalt Erreichte Menschen in 209 Ländern Nutzer verbrachten > 220 Tage beim Ansehen
  32. 32. Key takeaways
  33. 33. Insights Inspiration Native für erfolgreiches Storytelling durch relevante Inhalte und Mehrwerte erlaubt effektive Ansprache in einer neuen Welt
  34. 34. Zeit für Fragen tomk@ryotstudio.com

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