This document discusses the challenges that companies face in managing content effectively as more people publish online. It emphasizes that great content is key to success, but many companies struggle due to a lack of skills, resources, and proper processes. The document provides pointers on how to develop content strategies and measurement frameworks, implement editorial processes, and continuously refine content based on performance data. It stresses the importance of taking a holistic, publisher mindset to content management.
Social Media and Content Marketing Strategy - An IntroductionThomas Webster
An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.
Developing Engaging Content for Content MarketingBrian Huonker
Traditional marketing channels have become ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build a brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
In this session, you will learn how to create content based on your strategic plan for your content marketing and social media efforts.
IWU Small Business Development Center and YouthBuild McLean County Marketing Series.
Social Media and Content Marketing Strategy - An IntroductionThomas Webster
An introduction to Content Marketing Strategy and Social Media, the things that you need to take into account and some basic process steps to help you get started.
Developing Engaging Content for Content MarketingBrian Huonker
Traditional marketing channels have become ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build a brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
In this session, you will learn how to create content based on your strategic plan for your content marketing and social media efforts.
IWU Small Business Development Center and YouthBuild McLean County Marketing Series.
How market research companies can use social media SocialB
How market research companies can use social media for the their market research work. Our four key S's share with your how to make the most of these platforms for market research
Social media for recruitment presentation - Leveraging social media for recru...SocialB
Social media for recruitment - if you want to leverage social media a part of your recruitment strategy then take a look through our presentation.
SocialB are international award winning social media and online marketing experts. Their expert trainers are often asked to speak at events and conferences and this includes on areas of recruitment through social media.
Need some training - contact us to chat about the options best suited to your organisation
Social media is now playing much larger roles in our lives than it did decades ago, and one of those essential roles is social media promotion. In truth, any marketer or business owner that has not already jumped on the social media bandwagon is way behind the times. Social media promotion has revolutionized the traditional approaches to marketing businesses so that almost everything is now digitized and operations can even be conducted from devices like phones and laptops.
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
This is my personal social media strategy to increase my own personal brand on the internet utilizing the following social media platforms: Twitter, Instagram, Facebook and LinkedIn.
Useful slide on social media marketing informative guidelines for entrepreneurs, marketing professionals, Digital marketing students, online marketing experts, digital marketing aspirants. The potential of digital marketing is growing exponentially, so it's very good to study digital marketing. digital marketing course in Trivandrum, digital marketing training in Trivandrum.
https://arevadigital.com/location/digital-marketing-course-in-trivandrum/
Social Media Community Hack Sheet for NGOsDarine Sabbagh
An NGO's social media channels are quickly turning into assets for these NGOs who are looking for media coverage, funding, partnerships...well pretty much any NGO. And while by now most of them realize that, they are also feeling overwhelmed on how to harness its powers with having so many of them - social networks.
Presentation helps and explains you how to use Social Media to your advantage, it answers your basic
question of what is social media marketing, it also explains you how to enable and strengthen relationships
while Marketing Social Media.
Marketing with social media happens best and in your favour when you have
right social media strategy. There are 1000 social networking sites across Internet,
which social network will benefit is the question, media social don't go hand in hand they are diffrent.
Social Marketing Media & Social Media in Marketing is no diffrent than Social Media for Marketing,
its time that we focus beyond ROI and CTR's, its time that we understand people dont
trust advertisement, people trust people. Its time that we redifine the ways
of marketing and focus on engagements and interaction in a nutshel
"Conversation is the new marketing"
Heute wird die Wahrnehmung eines Unternehmens von einer zunehmenden Anzahl digitaler Berührungspunkte bestimmt. Neue Aufgaben fallen an, neue Kompetenzen sind gefragt. Wir zeigen auf, welche neuen Herausforderungen auf Kommunikatoren zukommen und wie Sie diese meistern können. Soziale Kommunikation, mobile Inhalte, wechselnde Kanäle erfordern flexible und zeitnahe Reaktionen und ein klares, nachhaltiges Zielbild. Im Referat von Michael Rottmann, Sr. Principal Consultant bei Namics, erfahren Sie, welche Organisationsform für welche digitale Kommuniation notwendig ist, welche Kanäle welchen Mehrwert bringen und wie man digitale Kommunikation nachhaltig plant.
How market research companies can use social media SocialB
How market research companies can use social media for the their market research work. Our four key S's share with your how to make the most of these platforms for market research
Social media for recruitment presentation - Leveraging social media for recru...SocialB
Social media for recruitment - if you want to leverage social media a part of your recruitment strategy then take a look through our presentation.
SocialB are international award winning social media and online marketing experts. Their expert trainers are often asked to speak at events and conferences and this includes on areas of recruitment through social media.
Need some training - contact us to chat about the options best suited to your organisation
Social media is now playing much larger roles in our lives than it did decades ago, and one of those essential roles is social media promotion. In truth, any marketer or business owner that has not already jumped on the social media bandwagon is way behind the times. Social media promotion has revolutionized the traditional approaches to marketing businesses so that almost everything is now digitized and operations can even be conducted from devices like phones and laptops.
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
This is my personal social media strategy to increase my own personal brand on the internet utilizing the following social media platforms: Twitter, Instagram, Facebook and LinkedIn.
Useful slide on social media marketing informative guidelines for entrepreneurs, marketing professionals, Digital marketing students, online marketing experts, digital marketing aspirants. The potential of digital marketing is growing exponentially, so it's very good to study digital marketing. digital marketing course in Trivandrum, digital marketing training in Trivandrum.
https://arevadigital.com/location/digital-marketing-course-in-trivandrum/
Social Media Community Hack Sheet for NGOsDarine Sabbagh
An NGO's social media channels are quickly turning into assets for these NGOs who are looking for media coverage, funding, partnerships...well pretty much any NGO. And while by now most of them realize that, they are also feeling overwhelmed on how to harness its powers with having so many of them - social networks.
Presentation helps and explains you how to use Social Media to your advantage, it answers your basic
question of what is social media marketing, it also explains you how to enable and strengthen relationships
while Marketing Social Media.
Marketing with social media happens best and in your favour when you have
right social media strategy. There are 1000 social networking sites across Internet,
which social network will benefit is the question, media social don't go hand in hand they are diffrent.
Social Marketing Media & Social Media in Marketing is no diffrent than Social Media for Marketing,
its time that we focus beyond ROI and CTR's, its time that we understand people dont
trust advertisement, people trust people. Its time that we redifine the ways
of marketing and focus on engagements and interaction in a nutshel
"Conversation is the new marketing"
Heute wird die Wahrnehmung eines Unternehmens von einer zunehmenden Anzahl digitaler Berührungspunkte bestimmt. Neue Aufgaben fallen an, neue Kompetenzen sind gefragt. Wir zeigen auf, welche neuen Herausforderungen auf Kommunikatoren zukommen und wie Sie diese meistern können. Soziale Kommunikation, mobile Inhalte, wechselnde Kanäle erfordern flexible und zeitnahe Reaktionen und ein klares, nachhaltiges Zielbild. Im Referat von Michael Rottmann, Sr. Principal Consultant bei Namics, erfahren Sie, welche Organisationsform für welche digitale Kommuniation notwendig ist, welche Kanäle welchen Mehrwert bringen und wie man digitale Kommunikation nachhaltig plant.
Written by Job Muscroft and Andrew Needham, FACE.
Co-creation is the commercial practice of developing insights, brands, products and other forms of intellectual property or activity via collaboration with external consumers.
The essential and distinctive point about co-creation is that it brings brands and consumers together on a level footing and at all stages of the process rather than calling the public in for a limited role at a middling or advanced stage in the development of a new product or message.
Increasingly, co-creation is being applied to three specific areas, each raising different issues. These areas are co-creating insights, co-creating ideas and co-creating brands.
European public and policy elite views of US tech companies
This presentation explores consumer attitudes to US tech companies in France, Germany, the UK and Brussels, how that interacts with media coverage, and what is driving the European regulatory agenda towards the internet and technology companies.
For more information please contact:
Chris Blundell: http://www.brunswickgroup.com/people/directory/chris-blundell/
Philippe Blanchard: http://www.brunswickgroup.com/people/directory/philippe-blanchard/
This year’s survey found that the global investment community in the U.S., the UK, Europe, and Asia continues to place a premium on companies that are best able to monetize the data they collect even during a period of market instability. Since 2014, data monetization’s impact on investor decision has increased by seven percent, with 41 percent of those surveyed indicating an effect. In addition, almost a fifth of analysts surveyed believe that a company’s ability to monetize data is the single most important driver of investments, a four percent increase since 2014.
Key highlights include:
• Rise in investment decisions based on the data premium
• Cybersecurity’s importance to M&A
• Data protection increasingly crucial
• Financial services at greatest cyber risk
• Data premium lags in Europe
For more information please contact:
Mark Seifert: www.brunswickgroup.com/people/directory/mark-seifert/
Sparky Zivin: www.brunswickgroup.com/people/directory/sparky-zivin/
Digital Business Transformation: Schlüsselfaktoren der FinanzierungTWT
Traditionelle vs. Digitale Finanzierung
Die Budgets für den Digital-Bereich variieren in bestimmten Schlüsselfaktoren. Welche Schwerpunkte hier gesetzt werden, zeigen die folgenden Slides.
Eight years after the global financial crisis triggered a slate of new rules and regulations, a Brunswick Group survey of 2,039 respondents from four countries finds continuing deep skepticism across the globe about the benefits of big banks and the effectiveness of financial regulation.
Key findings:
Eight years post-crisis, anxiety persists
Regulation attractive but not impactful
Desire for smaller, local banks but also multiple services
Uncertain implications of Brexit
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
Investors sharply reduce their post-close valuations of companies that have completed acquisitions when data breaches are revealed.
Brunswick’s third annual data valuation survey also found that investors raise their post-deal valuations for companies that have demonstrated preparation for cybersecurity issues.
The survey results, which reflect the views of 208 buy-side investors and sell-side analysts across the US, UK, Europe, and Asia, offered good news for companies taking steps to address cybersecurity issues.
For more information please contact our Washington DC office:
www.brunswickgroup.com/contact-us/washington-dc/
Perceptions of Chinese businesses going globalBrunswick Group
In 2016, China has surpassed all other countries in cross-border M&A. Yet, this unprecedented level of investment is not without its challenges. Nearly one in ten attempted acquisitions by Chinese companies fail.
In Brunswick’s report, “Deals, Dreams & Doubts,” we go beyond the traditional deal volume and deal value data to understand the perceptions of those with a stake in Chinese outbound investment from Chinese business leaders to opinion elites. We surveyed 1,600 top decision makers in China and three of the top markets for Chinese outbound investment – the United States, the United Kingdom and Germany – to gain an insight into what drives the decision to invest and what impacts the decision to approve or reject investments by Chinese companies.
The future of corporate communications – summary of resultsBrunswick Group
As Europe’s senior communications professionals scan the horizon for clues about the future of their role, their top concerns are how to ensure consistency of message across the organisation and how to cut through the information overload to be heard. Many communicators believe the answer lies in consolidation of communications functions to ensure alignment and impact.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
Live Webinar: Taming the Financial Content BeastLinkedIn
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
Social Marketing Program for Lynx ResearchMindy Tan
Worked with Lynx Research Consultancy to identify two potential markets, identify the pain points of marketing officers in these industries through social listening, and design a private virtual community for these target audiences. Proposed a marketing plan with expected ROI as part of Digital, Social and Mobile Marketing course at Medill.
Creating an effective PR foundation and strategies Hariom Sharan
In this fast paced workshop, you will understand what elements are required to create successful PR strategies. We’ll cover from foundation to measuring PR impacts. Few successful examples of PR strategies also will be shown at the end of the workshop
Optimizing Social Media: Making Real-Time Decisions on Real-Time DataInfini Graph
Social media, with its nebulous, random activity, also gives marketers a lot of real-time intelligence about where their market – or potential market – is, and what they are talking about. This has led to the new specialty of social media optimization, which leverages all this data so that marketers can make the most of social media. This session will look at methods for optimizing – from posting when a target market is most responsive to technologies that target potential fans or followers.
Essential Marketing And Social Media Know-how For Businesses And Organization...Brian Huonker
Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
DAY 1: STRATEGIC PLANNING FOR SOCIAL MEDIA AND CONTENT MARKETING
In this session, you will learn about the important role of content marketing within a social media program, how to track online what is being said/written about your organization, and how to develop a strategic plan for your organization's social media.
Computer Assisted Social Interactions: Social Media 101, Building A Presenc...Benjamin Weisman
All Media by Nature is Social.
What we have begun to refer to as Social Media is better described as:
Computer Assisted Social Interactions.
This Presentation provides an overview into the need to practice Planning as a discipline and the ways that Magazines and publishing can leverage such thinking. This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.
Entrepreneurial Spark event night - Digital marketingMatt Essam
Slides from the presentation I gave on digital marketing at the Entrepreneurial spark event night. If you would like more information please contact me via LinkedIn
Webinar: How to a Build A Social Media PlanHootsuite
Building a social media plan is vital for every business to achieve success. In this webinar, you can expect practical tips in creating one social media strategy plan for your business!
Watch the recording on Youtube here: http://ow.ly/XPDmW
Want to learn more about social media planning? Check out additional resources here:
Social Media Strategy Guide: http://ow.ly/XP79c
Social Media Templates - blog post: http://ow.ly/XP7cA
Social Media Strategy Template: http://ow.ly/XP7f7
Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - @Hootsuite
How to Build a Social Media Strategy... And Why!AJ Gerritson
This presentation was created to give you a basic understanding of how and why you should build a social media strategy for your organization. The information was boiled down from a much more extensive process that our agency (451 Marketing) performs for our clients over a 3-5 week engagement.
Learn about PYLON for LinkedIn Engagement Insights, a new API solution available through our Analytics Partner DataSift.
We’ll take a deep dive into this new analytics offering that allows marketers to use the privacy-protected LinkedIn data of 467M professionals worldwide to cut through the mass of data points and hone in on those that truly matter: allowing you to make data-informed decisions based on the genuine needs of audiences.
Learn how you can:
-- Discover your audience: Gain insight into where to invest your advertising dollars by discovering the audiences that are the most engaged with your content.
-- Create better content: Design successful content campaigns and develop messaging that resonates with your audiences by determining what topics they are interacting with.
-- Build your brand: Discover how audiences engage with your brand, products or services (or those of your competitors) through company, industry and competitive insights.
In this presentation, the team from DataSift will explain how you can identify and measure the right metrics, keeping a pulse on the needs and interests of your target audiences.
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
Marketing and Social Media for Finance: trading & Investment Industry:
Front Operations: Marketing Merlin - Everything You Need to Know.
How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
9. BUILDING RELATIONSHIPS DEMANDS A HOLISTIC
APPROACH TO CONTENT
Build awareness
Build loyalty
Build enthusiasts
Bought media
Owned media
Earned media
10. The single most important
thing websites can offer their
users is content that those
users find valuable.
Jesse James Garrett
author, The User Experience
11. CONTENT QUALITY AND RELEVANCE IS KEY TO
CORPORATE WEBSITE TRAFFIC
Top sources of traffic to corporate websites
Search engines
(paid sponsored)
3%
Campaign 0%
Direct
38%
Search engines
(organic)
42%
Referring sites
17%
Source: Bowen Craggs Global Web Effectiveness Survey 2013
20. DEEP COMMITMENT TO CONTENT PRODUCTION
y
y
y
y
y
y
674 article pages
6–12 new articles
monthly
5 300 YouTube videos
Pitch content to
bloggers & media
Pay to place some
content in media
Relentless performance analysis
21. REQUIRES SIGNIFICANT RESOURCES
y
1 digital
communications &
social media manager
y
2 social media analysts
y
1 managing editor
y
1 senior writer
y
1 production
manager
y
1 project coordinator
y
40 freelance writers at launch
y
10 writers ongoing
22. BOOST IN PRESENCE AND ENGAGEMENT
y
y
y
y
314 million external
media impressions
7 million visitors,
19 million page views,
6800 comments
34,000 social media
shares
30 million social
media impressions
y
100% growth in social media traffic
y
8% growth in month-on-month traffic
23. OPERATES AS A PROFESSIONAL MEDIA
ORGANIZATION
- Daily editorial
management
meetings
- Monthly editorial
planning meetings
- Weekly global
teleconference
with business
managers
- Accept pitches
from company
staff and
freelancers
- Long-term plan to
be profit center
26. MIXED OUTCOMES FOR NORRØNA
y
65,000 likes
on Facebook
y
3,100 Twitter followers
y
738 YouTube subscribers
y
y
y
y
y
y
Active product page
discussions
Modest engagement
on Facebook
No blog comments
Possibly heavy on
pushing product
Could be more assertive in communicating themes
More attention to channel differences and & users’ interests,
e.g. compare their Pinterest page to Patagonia’s
28. SKILLS & RESOURCE MISMATCH
Traditional channels
y
y
Media coverage is paid for
Cost is mostly distribution
Press
Print ads
Brochures
Web text
Video
Info graphics
Images e.g.
Flickr, Tumblr
Twitter,
Facebook etc.
Forums
Digital channels
y
y
Media is earned by
quality and relevancy
Cost is in creating content,
distribution is cheap
29. CULTURAL MISMATCH
Often missing
y
Management buy-in
y
Employee engagement
y
Journalistic mindset within
marketing &
communications
function
External audience
Marketing
team
Employee
A
Employee
C
Employee
B
30. WEAK PROCESSES AND STRUCTURE
Content is a major factor in web usability on corporate websites:
of usability problems are due to content
50%
0%
20%
40%
60%
Source: Bowen Craggs Web Effectiveness Survey 2013
80%
100%
31. WEAK PROCESSES AND STRUCTURE
Companies lack effective content management infrastructure:
58%
share best practices
49%
provide editorial guidelines for content producers
25%
have an editorial steering committee
27%
check quality of content
17%
0%
do none of the above
20%
40%
60%
80%
Source: Bowen Craggs Web Effectiveness Survey 2013
100%
32. “At our company, such
oversight exists only on
paper, but not in practice.”
Web Effectiveness Survey respondent
34. A FEW POINTERS ON
DEVELOPING EFFECTIVE
PUBLISHING SKILLS
35. STEAL WITH PRIDE FROM LEADING PUBLISHERS
y
Mission & focus
y
Measurement & optimization
y
Develop organization and process
y
Culture and skills
36. MANAGING CONTENT EFFECTIVELY
STRATEGY
EXECUTION AND OPTIMIZATION
Focus on the right content…
…and produce it effectively
Content
planning
Analysis
Vision & Goals
Strategy
Process
definition
Activity &
channel
definition/
refinement
team
Measurement/
evaluation
Production
and
publishing
37. CONTENT SHOULD BE RELEVANT TO USERS’
NEEDS, YOUR MISSION AND CREDIBILITY
what is your
audience
interested in?
user
what is your
organisation’s
mission?
company
context
where are you
most credible?
38.
39. ANALYSIS AND ASSUMPTIONS BEHIND THE
CONTENT STRATEGY
y
BUSINESS STRATEGY
y
COMPETITION
y
BRAND STRATEGY
y
PRIORITIES
y
AUDIENCE
y
TARGETS
40. THE UNDERLYING VISION AND ANALYSIS ARE THE
BUILDING BLOCKS FOR THE STRATEGY
MISSION/STRATEGY/BRAND
y
y
What are our key business objectives that
this content should support?
What do we most want to achieve by
producing content?
COMPETITION
y
y
y
Who is our main competition in the areas
we want to be credible?
What are they doing right and wrong?
Who are the rising competitors and what
are they doing?
AUDIENCE
y
y
Who is our main target audience for
content? Who is NOT?
What does our target audience aim to
do? What are their habits & preferences
when it comes to digital content? What
are the dominant trends affecting their
behaviour?
TARGETS
y
Which content will we produce?
y
How much of it?
y
y
PRIORITIES
y
y
Where are we credible now in delivering
content that can help them?
Where do we WANT to be credible?
How do we define its quality and
relevance
What are our concrete targets for user
activity with our content – and our
measures of successful outcomes from
that activity?
41. PERSONAS TO GUIDE CONTENT DEVELOPERS
LEE KANG – THE EXPERT
Lee is 45 years old and lives in Paris. He has a
Ph.D. in economics, is a globally respected
expert in his field and works as a policy analyst
at the International Energy Agency (IEA).
Lee spends large amounts of time studying
topics in depth. Currently he is developing a
blueprint for sustainability in the building sector.
In addition to getting information from country
reports and databases at work, Lee also reads
industry publications such as Platts.com and
global newspapers such as the Economist and
the Financial times.
Lee uses Facebook several times day and his
Twitter account occasionally, perhaps 2 or 3
times a week. When working, Lee accesses the
internet from a desktop PC at work, a laptop or
PC while travelling and sometimes a tablet at
home.
43. CONTENT PLANS FOR CRISIS SITUATIONS
y
Build scenarios
y
Define crisis response roles & teams for content
y
Decide what happens to content, campaigns tone etc.
45. MANAGING CONTENT EFFECTIVELY
STRATEGY
EXECUTION AND OPTIMIZATION
Focus on the right content…
…and produce it effectively
Content
planning
Analysis
Vision & Goals
Strategy
Process
definition
Activity &
channel
definition/
refinement
team
Measurement/
evaluation
Production
and
publishing
53. BE AGILE – AND RELEVANT
y
y
y
Oreos
Twitter commercial
responding to NFL Superbowl
power outage
Viral success
54. CULTIVATE COMMUNICATION AS A BASIC SKILL
IN THE ORGANIZATION
y
Training
y
Platforms
y
Habit
y
Talent hunt
55. MEASUREMENT IS ABOUT DRAWING LINES TO
ULTIMATE OBJECTIVES FOR CONTENT
y
Customer satisfaction
y
Lead generation
y
Sales volume
y
Market share
y
New customer acquisition
y
Awareness
y
Cost reduction
56. TARGETS AND PERFORMANCE INDICATORS
ENABLE ANALYSIS AND MANAGEMENT
KPIs should be:
y
Aligned with business and content strategy
y
Clear
y
Actionable
57. MEASUREMENTS SHOULD SUPPORT YOUR
OVERALL STRATEGY
Traffic
metrics
Website
visits
Support
page visits
Drivers
Form
completion
rate
Problem
resolution
rate
KPIS
Customer
satisfaction
rate
Customer
retention
rate
61. BUILD INSIGHTS FROM DATA AND TEST
HYPOTHESES ABOUT OPTIMIZING CONTENT
Develop ideas for
improvement
Implement
changes
Analyse data
Collect data
62. CONTINOUSLY REFINE CONTENT STRATEGY BASED ON
INSIGHTS FROM CONTENT PERFORMANCE
Develop ideas for
improvement
Implement
changes
Analyse data
Collect data
Redefine
goals
Build KPIs
63.
64. ELIMINATE CONTENT OF LOW RELEVANCE, FIX THE
RELEVANT CONTENT THAT ISN’T PERFORMING
Quality
Relevance
65. BEGIN WITH BASIC DIAGNOSIS
y
Relevance to mission
y
Quality and quantity
y
Lean approach
y
Foundation