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Advanced Social Media Strategies and Tactics - Derek Phillips

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Presented at InnoTech Oregon on May 3, 2012. All rights reserved.

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Advanced Social Media Strategies and Tactics - Derek Phillips

  1. 1. Give ‘Em Something to Talk AboutPresented byDerek Phillips, Content DirectorCritical Mass © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 1
  2. 2. A tweetless An abandonedTwitter feed Facebook page An empty A barren Pinterest account LinkedIn profile © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 2
  3. 3. Where’s all the conversation? Give Us Something to Talk About!© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 3
  4. 4. “My content strategy is to have good content.” That’s stupid! “Like saying your war strategy is to win all the battles.” © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 4
  5. 5. Why Think Like A Publisher? Understand what makes content great…for your audience, in your industry, and for yourIn order to benefit from business.content, you need to • Plan: Create a planning process for content to meet business objectives.think like a publisher • Source: Coordinate, create and manage content to stay relevant, timely and valuable. • Govern: Evaluate previous iterations; optimize for maximum effectiveness. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 5
  6. 6. BurberryTurned fashion shows from closed, exclusive experiences to open experiences by tweeting preview images of the next piece before the models even came out on the runway. Tweeted out hundreds of pics.Results: Tons of press: national British newspapers, AdAge…Massive spike in social engagement over the course of the event. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist Yeah, it worked… 6
  7. 7. Super 8Paramount came to Twitter with a movie that test markets loved, that a week from launch was not getting enough buzz.Predicted an opening weekend gross of only 25 million and wanted to drive people to theatres.Solution was to open film day early in 300 locations only to Twitter users. Buyers still paid full rate, but got exclusive access.$1M in ticket sales in just a few hours and almost all attendees tweeted reviews as soon as they got out. Boosted online buzz. $37M opening - almost 50% lift on estimate. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 7
  8. 8. Audi USAObjective: to engage Audi enthusiasts and create/maintain their interest in Audi’s cars (particularly the Quattro series), and keep them informed about product updates.A lot of rich media content – photos of cars,videos of cars, and interesting articles about Audi and automotive ephemera.Encouraged fans to submit their own content, the best of which is highlighted.Audi integrated its own YouTube content into Facebook, and linked to their Twitter feed. 3,400,000+ fans. Brandposts routinely have 5000-10,000 Likes and hundreds of comments. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 8
  9. 9. o…where does all this content come from? Bad News: It’s not free—or even cheap—nor is it magic. Good News: It is a process that’s scalable and repeatable.© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 9
  10. 10. Phase 1 Use key insights and industry best practices to mitigate risk and evaluate assets. • Customer needs: Surveys and browsing social feeds related to your business or digital listening (Radian6, SM2, etc.) • Business objectives: Understand and articulate exactly what you’re trying to do: Sell more widgets… raise awareness that we make widgets…get people to share their stories about our widgets • Content assets: Audit what you have against the objectives you’ve defined. • Marketplace gaps: What’s working for competitors? What isn’t? Any underserved topics? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 10
  11. 11. Phase 2 Use planning insights to craft or otherwise provide quality, targeted content. • Repurposing potential: What’s performed well already? Extend the story. • Edit priority: Based on what you know about your audience and the content you have, tackle what’s worked. • Content generation: Buy or build? Are there experts in your field who could write a blog series or contribute content or engage your community? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 11
  12. 12. Dissemination Syndication Disseminating content to devices, sites & mediums • Identify sources: Who can help syndicate your content? What partnerships are ripe for your content? • Leverage YOUR channels: Fish where the fish are. Ensure that customers are finding your content on your channels • Establish consistent feeds: People return to reliable channels • Look to your customers: What do they share? What will they share of yours? • Be social: That’s a TWO-WAY proposition. Respond when they do. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 12
  13. 13. Phase 3 Maintain high level of content excellence to appeal to current and future customers • Metrics: Why are you doing this if you’re not going to track success? • Social feedback: Leverage people’s desire to have control • Iterative review: Try, fail, try again © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS @digistrategist 13
  14. 14. Closing Derek Phillips Content Director Inspired by Natural Born World Shakers @digistrategist criticalmass.com © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 14

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