Jessi shows us how H+K's rigorous process helps them move from big, creative ideas to meaningful action for their clients

1. Social at H+K;
how we act, think
and do
November 2016

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Content + Publishing Strategy
Publishing approach
Case studies
Measurement
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Today

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A simple
definition
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What are we here to build?
The structure that helps you
take those big creative ideas
into action

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Content +
Publishing
Strategy
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Where we begin: audience mapping
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▪ Global Web Index
▪ The H+K network
▪ Bespoke surveys (Google,
YouGov, Kantar)
▪ Focus groups
▪ Research companies (Atomik)
▪ Niche publications (FT, The
Pool etc)

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Three key elements
1. Content strategy 2. Channel Strategy 3. Creative Direction
Planning model Where and when we’re
publishing to
Art direction
Format of content Frequency of content Visual identity
Author of content POV on paid spend Tone of voice

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Who your audience is + who are you to your audience
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▪ A good tone of voice
document will save you time,
investment, sanity
▪ Lessons you don’t have to
learn the hard way:
– Anyone who will be
measuring the success of
your work later must agree
to its objectives now
– Commit to the reality check
as new world order in
content

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Planning model

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Planning model: the most popular approach
+ Hero (high impact moments)
+ Hub (passion points)
+ Help (information)

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Example: Huawei
FameRetain
Hero
Hub
Episodic content
packages led by big
events; either
Global, or Local
CES
Help
Hero content used
to inspire smaller
bite size pieces
of content
Men’s Fashion
Week
The OscarsMWC

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Example: adidas Euros
HERO HUB HELP
Reactive celebrations of in-game
moments using broadcast footage
Regular drops of player specific
stories in relation to key
tournament moments
Campaign film that set the tone
and reached a mass audience

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Formats

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C
ONVINCE
ENTERTAIN
RATIONALEMOTIONAL
INSPIRE
HELP
AWARENESS PURCHASE
AWARENESS PURCHASE
RATIONALEMOTIONAL
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Content types
Curated
videos
Games
Infographics
Guest blogs
Celebrity
social media
posts
Ads featuring
celebrities
Trend
reportsProduct / service
guides
Webinars
Product
features
Reports and
whitepapers
Curated
news
How-to
videos
Interactive
demos
Articles
Case studies
Blogger
social posts
Ratings
Twitter
parties
Events
Blogger
reviews
Data sheet +
price guide
User reviews
Media
reviews
Media
features
Video news
Community
forums / Q&ANewsletters
E-books
Press
releases
Professional/academi
c journals
Webisodes
Congress
materials
Advertorial
video
Chat bots / AI

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