Integrating Content with Social Media

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Integrating Content with Social Media

  1. 1. Integrating Content with Social Media Pam Didner (@pamdidner) Global Integrated Marketing Manager1
  2. 2. Sit Back for a Minute and Relax... http://www.youtube.com/watch?v=4B36Lr0Unp42
  3. 3. Historically, content is marketings Job. Publish Content Finished Content* • One-way Communication • Delayed Feedback • Brands Have Little Distribution Power* External Facing Communication Materials3
  4. 4. Today, content is everyone’s job... without a clear owner. Publish Content Original Content (MKT + Employees) Publish Content4
  5. 5. Publish Content Original Content (MKT + Employees) Curated Content Publish (Paid + Free) Content • Two-Way Communications • Instant Feedback • Everyone Is a Distributor5
  6. 6. Align Content Strategy with MKT Objectives. For example Marketing Objective: Amazing things happen with Intel Inside. Content Strategy: Tell stories about how technology unleashes human potentials. Source: iq.intel.com6
  7. 7. Content Sources Product and Hot and Trending Stories Related Brand News Stories across to Events and the the Web Cultural “NOW” Cool-hunting Internally Original Curated Content Content Highlighting Company’s Content Visionaries Produced Submission internally from Employees Content from Partners Hunt and source content with editorial plan and employee activation. Source: iq.intel.com7
  8. 8. Manage Content Differently Think Big... Distribute Small8
  9. 9. Think Big Distribute Small •  Keywords Address “What and How” •  Address “Who” the Influencers Are •  Timing Addresses “When”9
  10. 10. Think about Content Creation Differently • Tell a Story • Capture Everything • Use Raw Footage Wisely Nothing can replace a powerful idea!10
  11. 11. Examples of Think Big http://www.youtube.com/watch?v=fdJc1_IBKJA11
  12. 12. Capture Everything Behind the Scenes Video Q & A Video http://www.youtube.com/watch?v=CpCxIL3r5dM http://www.youtube.com/watch?v=jx5vugA7UuE Videos of Individual Jumpers http://www.youtube.com/watch?v=Iuv__-nyO1M Use Raw Footage to Create Varied but Relevant Content.12
  13. 13. Create Content within Content13
  14. 14. Don’t Create Just for the Sake of Creating... Create with a purpose • Align with your story or messaging. • Keep it relevant to your products. • Entertain your target audience.14
  15. 15. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp415
  16. 16. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp416
  17. 17. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp417
  18. 18. Distribute Small World’s Largest Rope Swing Q & A video http://www.youtube.com/watch?v=4B36Lr0Unp418
  19. 19. Distribute Small World’s Largest Rope Swing 7 Posts Behind-the-Scenes Video 2 Posts Q & A Video 3 Posts Individual Jump Videos 5 Posts TOTAL 17 Posts Teaser, Status Updates and Follow-up, Yet Linked to the Same Content19
  20. 20. Is this only one piece of content? http://visual.ly/top-10-most-expensive-paintings-ever-sold20
  21. 21. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold21
  22. 22. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold22
  23. 23. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold23
  24. 24. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold24
  25. 25. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold25
  26. 26. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold26
  27. 27. Is this only one piece of content? (close-up) http://visual.ly/top-10-most-expensive-paintings-ever-sold27
  28. 28. Distribute Small Infographic 1 Points of Interest 10 Graph 2 TOTAL 1328
  29. 29. Distribute Small Infographic 1 Infographic 1 Points of Interest 10 Points of Interest: 10 x 3 30 Graph 2 Graphic: 2 x 5 10 TOTAL 13 TOTAL 41 Maximize your content through multiple, creative exposures to continue driving buzz and engagement.29
  30. 30. Three Key Takeaways Align Content with Marketing Objectives. Create Content within Content. Think Big! Distribute Small!30

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