Hello, Taboola,

Matt Wurst
Head of Content and Communities

@mwurst
at a glance
NEW YORK

600
PEOPLE

ATLANTA

6
CITIES

CHICAGO
LONDON
TORONTO
SÃO PAULO
We are an integrated agency of creative storytellers
+ analytical thinkers powered by curiosity.

Insights & Analytics

St...
We help iconic brands think of digital as
a mindset beyond channel or campaign.

PROPRIETARY & CONFIDENTIAL

4
We build relationships that fuel
advocacy at scale.
We engage 275MM
consumers every day.
We’ve built hundreds of
communiti...
What we have in common: Content.

We make content we hope
you’ll
f

PROPRIETARY & CONFIDENTIAL

You make
“Content You May ...
The tools we use
Listen

Optimize

Measure

Strategize

360i
Content
Cycle

Moderate

Plan

Promote

PROPRIETARY & CONFIDENTIAL

Develop

P...
We use data to inspire content
creation.
Blending superior analysis with raw social data to uncover insights

PROPRIETARY ...
We have a diverse tool kit to get us
there

PROPRIETARY & CONFIDENTIAL

10
We begin the content creation
process by defining the currency…
Conversation

Access

Utility
Authenticity

Entertainment
...
Our filter is a strategic lens.

A

B

C

D

E

Applicable

Breakthrough

Cross-Platform

Discoverable

Exchange

PROPRIET...
We leverage the right content to
connect consumers and brands

AWARENESS

RESEARCH

ENGAGEMENT

ADVOCACY

Consumers discov...
Getting our house in order
From architecture to decor
I just bought a house.

PROPRIETARY & CONFIDENTIAL

15
Oscar Mayer: Know the right
questions

Unbranded
conversation

PROPRIETARY & CONFIDENTIAL

16
White space for the trademark

PROPRIETARY & CONFIDENTIAL

17
19 hubs; no context, no
connectivity
Kraftrecipes
Search: Category

Search: Brand

OscarMayer.com

OM Facebook

@OscarMaye...
So we architected our brand
house.…literally
Content & Utility Creation
The Kitchen – Findable Brand Assets
• The room tha...
PROPRIETARY & CONFIDENTIAL

20
What are we going to say?
Building a content strategy
21
PROPRIETARY & CONFIDENTIAL

22
Content development
(CREATION AND CURATION OF):

STOCK
“Stock is the durable stuff.
It’s the content you
produce that’s as...
We create stock content that is
social by design

PROPRIETARY & CONFIDENTIAL

24
PROPRIETARY & CONFIDENTIAL

26
The Flow: Change in tone and
publishing = better engagement
Before

After

FACEBOOK ENGAGEMENT

+455%

COMPARED TO 6 MONTH...
How do we measure it?
Measuring digital through the lens of brand & business goals

PROPRIETARY & CONFIDENTIAL

28
Oscar Mayer:
From Foundation to Fantastic

PROPRIETARY & CONFIDENTIAL

29
How we did it for Oreo
From product icon to brand Icon

PROPRIETARY & CONFIDENTIAL
Our social listening uncovered
Millennials as an untapped target for Oreo.
Millennial
Influencers

Millennials
(18-34)

Mo...
Daily Twist: Act like a newsroom

PROPRIETARY & CONFIDENTIAL

32
The Oreo blackout tweet
20K social shares – most coming less
than an hour after posting

525 MILLION earned media impressi...
Key Takeaway: Act like a media company
“No One Ever”

Beyond the Cookie Jar

Snack Hacks

Editorial calendar: New content ...
Amplification: Tapping into
relationships
To drive organic buzz and shares

We have built a network of
10,000+ influential...
Content truly brings it all together.
• Content Strategy
• Content Creation
• Content Publishing
• Content Monitoring
• Co...
Thank you!
P R O P R I E TA RY & C O N F I D E N T I A L

Matt W urst
@ m wu r s t
Updated Approach to Social Content Creation (for Taboola Sales Conference)
Updated Approach to Social Content Creation (for Taboola Sales Conference)
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Updated Approach to Social Content Creation (for Taboola Sales Conference)

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Updated Approach to Social Content Creation (for Taboola Sales Conference)

  1. 1. Hello, Taboola, Matt Wurst Head of Content and Communities @mwurst
  2. 2. at a glance NEW YORK 600 PEOPLE ATLANTA 6 CITIES CHICAGO LONDON TORONTO SÃO PAULO
  3. 3. We are an integrated agency of creative storytellers + analytical thinkers powered by curiosity. Insights & Analytics Strategy • Online Listening • Brand Strategy & Planning • Brand & Competitive Analysis • Consumer Journey Mapping • Digital Architecture • Content Strategy Creative Media Planning & Buying Social Marketing • Social & Mobile Strategy Search Marketing • Brand Voice Development • Cross-Channel Media Strategy Mobile Marketing Web Development Measurement & Analytics PROPRIETARY & CONFIDENTIAL 3
  4. 4. We help iconic brands think of digital as a mindset beyond channel or campaign. PROPRIETARY & CONFIDENTIAL 4
  5. 5. We build relationships that fuel advocacy at scale. We engage 275MM consumers every day. We’ve built hundreds of communities, including the #1 brand Facebook page in the world. PROPRIETARY & CONFIDENTIAL 5
  6. 6. What we have in common: Content. We make content we hope you’ll f PROPRIETARY & CONFIDENTIAL You make “Content You May Like.” 6
  7. 7. The tools we use
  8. 8. Listen Optimize Measure Strategize 360i Content Cycle Moderate Plan Promote PROPRIETARY & CONFIDENTIAL Develop Publish 8
  9. 9. We use data to inspire content creation. Blending superior analysis with raw social data to uncover insights PROPRIETARY & CONFIDENTIAL 9
  10. 10. We have a diverse tool kit to get us there PROPRIETARY & CONFIDENTIAL 10
  11. 11. We begin the content creation process by defining the currency… Conversation Access Utility Authenticity Entertainment Social Currency What Brands Offer Consumers Product Advocacy WOM More consumers What Consumers Give Back To You …but success hinges on something else. PROPRIETARY & CONFIDENTIAL 11
  12. 12. Our filter is a strategic lens. A B C D E Applicable Breakthrough Cross-Platform Discoverable Exchange PROPRIETARY & CONFIDENTIAL F Flexible 12
  13. 13. We leverage the right content to connect consumers and brands AWARENESS RESEARCH ENGAGEMENT ADVOCACY Consumers discover the product/brand through paid or earned content. Consumers search for content: info about a product, visit a web site or read online reviews. Consumers develop a relationship with the brand content created for them in social. Consumers advocate for the product using with their own content in their own networks. PROPRIETARY & CONFIDENTIAL 13
  14. 14. Getting our house in order From architecture to decor
  15. 15. I just bought a house. PROPRIETARY & CONFIDENTIAL 15
  16. 16. Oscar Mayer: Know the right questions Unbranded conversation PROPRIETARY & CONFIDENTIAL 16
  17. 17. White space for the trademark PROPRIETARY & CONFIDENTIAL 17
  18. 18. 19 hubs; no context, no connectivity Kraftrecipes Search: Category Search: Brand OscarMayer.com OM Facebook @OscarMayer Oscar Mayer CRM Facebook HD Facebook @Wienermobile Wienermobile .com UNBRANDED TERRITORY BIT OF THE OLD AND NEW UTILITARIAN CONTENT Minimal paid search and un-optimized SEO with varying results dependent on category, but overall lack of virtual shelf space mix of old and new content, creating differing brand impressions product content that’s adding ties to social extensions PROPRIETARY & CONFIDENTIAL x2 UTILITARIAN CONTENT Inspiring meal ideas and recipe content ACTIVE COMMUNITY gathering place for coupon-seekers and Wienermobile lovers x2 LOTS OF TALK, SOME SHARING a mirror of other social channels Hotdogger blog Wienermobile TALES FROM THE ROAD IT’S THE WIENERMOBILE x2 WHAT’S NEW? minimal ties back to archive for tv spots and past promotions hot dogs or the brand (not much activity) stagnant photo album from the brand 18
  19. 19. So we architected our brand house.…literally Content & Utility Creation The Kitchen – Findable Brand Assets • The room that feeds the house with function. • All food-related utility flows from the kitchen, but isn’t necessarily experienced there. Content Types: • Food-specific utility: - Recipes - Food-related media sponsorships IS • The food-related content that is relevant for the brand. • The way to keep utility current and “table stakes” or better vs. the competition (can’t be a food brand without some recipes). IS NOT • A brand-owned content destination • Always on PROPRIETARY & CONFIDENTIAL 19
  20. 20. PROPRIETARY & CONFIDENTIAL 20
  21. 21. What are we going to say? Building a content strategy 21
  22. 22. PROPRIETARY & CONFIDENTIAL 22
  23. 23. Content development (CREATION AND CURATION OF): STOCK “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.” + FLOW “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.” WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK. PROPRIETARY & CONFIDENTIAL 23
  24. 24. We create stock content that is social by design PROPRIETARY & CONFIDENTIAL 24
  25. 25. PROPRIETARY & CONFIDENTIAL 26
  26. 26. The Flow: Change in tone and publishing = better engagement Before After FACEBOOK ENGAGEMENT +455% COMPARED TO 6 MONTHS PRIOR PROPRIETARY & CONFIDENTIAL 27
  27. 27. How do we measure it? Measuring digital through the lens of brand & business goals PROPRIETARY & CONFIDENTIAL 28
  28. 28. Oscar Mayer: From Foundation to Fantastic PROPRIETARY & CONFIDENTIAL 29
  29. 29. How we did it for Oreo From product icon to brand Icon PROPRIETARY & CONFIDENTIAL
  30. 30. Our social listening uncovered Millennials as an untapped target for Oreo. Millennial Influencers Millennials (18-34) Moms with Kids 6-12 Millennial Moms (Women 27-34) Insights Strategy Social Tone of Voice Content Creation Measurement Optimizations PROPRIETARY & CONFIDENTIAL 31
  31. 31. Daily Twist: Act like a newsroom PROPRIETARY & CONFIDENTIAL 32
  32. 32. The Oreo blackout tweet 20K social shares – most coming less than an hour after posting 525 MILLION earned media impressions (5X number of Super Bowl XLVII viewers) 4X Cannes Lion Winner 3X CLIO Winner Named Best Social Media Invention of 2013 by Adweek PROPRIETARY & CONFIDENTIAL 34
  33. 33. Key Takeaway: Act like a media company “No One Ever” Beyond the Cookie Jar Snack Hacks Editorial calendar: New content series optimized regularly PROPRIETARY & CONFIDENTIAL 35
  34. 34. Amplification: Tapping into relationships To drive organic buzz and shares We have built a network of 10,000+ influentials… Once we establish relationships, we can collect, manage and share valuable information through 360iRMS And with 360TIGER, we can go behind-thescenes to capture social analytics PROPRIETARY & CONFIDENTIAL 36
  35. 35. Content truly brings it all together. • Content Strategy • Content Creation • Content Publishing • Content Monitoring • Content Amplification • Content Distribution • Content Measurement • Content Optimization PROPRIETARY & CONFIDENTIAL 37
  36. 36. Thank you! P R O P R I E TA RY & C O N F I D E N T I A L Matt W urst @ m wu r s t

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