Content strategy & social media
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Tim Callington discusses integrating social media and content strategy. He explains that content can help navigate complex environments and meet expectations of transparency by inspiring affinity for brands and creating social experiences. Callington also discusses how content provides value through authority, information, utility, identity, and entertainment; and how curating and amplifying conversations across media can engage communities.
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Content strategy & social media
- 1. 21 November 2013 Integrating Social Media & Content Strategy Tim Callington Director of Digital, Edelman 1
- 3. Expectations of transparency and immediacy 3
- 4. The answer to both lies in content Flickr / Watchonista 4
- 5. Is social media relevant in the Defence sector? Financial Times 5
- 6. Brands are inherently communities • Montage of brand logos 6
- 7. Content inspires affinity for the brand 7
- 8. Create social experiences Flickr / JeanineAnderson 8
- 10. GE 10
- 12. Your greatest advocates of all? Flickr / Defence Images 12
- 13. The value of “someone like me” 13
- 14. Intel 14
- 15. Content as social currency Rational Emotional Authority Network Brand Information Identity Utility Entertain -ment 15
- 16. Value is everywhere • Novartis visual imagery – heritage content and images produced today 16
- 17. Authority HELPS OR INSPIRES PEOPLE TO CONNECT THROUGH EXPERT INVOLVEMENT 17
- 18. Information ENHANCE KNOWLEDGE OF COMMUNITY ON TOPICS THEY CARE ABOUT 18
- 19. Utility PRACTICAL USE TO A PERSON OR COMMUNITY 19
- 20. Network EXTEND NETWORK AND ENRICH RELATIONSHIPS 20
- 21. Identity AFFIRM IDENTITY THROUGH BRAND AFFILIATION 21
- 22. Entertainment CREATES AN EMOTIONAL CONNECTION BY ENTERTAINING, EXCITING OR INSPIRING 22
- 23. Integrated skills CREATE AND CURATE CONTENT DEVELOP MEDIA STRATEGY AMPLIFY AND EXTEND CONVERSATIONS CONCEPT AND CREATE VISUALS COPYWRITING ENGAGE COMMUNITY REAL TIME SOCIAL MONITORING INSIGHTS AND ANALYSIS TRACK TOWARDS KPIS 23
- 24. Thank you THANK YOU Tim Callington Edelman E: tim.callington@edelman.com T: +44 (0)7974 161 210 Li: uk.linkedin.com/in/timcallington/ Tw: @timcallington Bl: timcallington.com 24