Creating captivating content
•
7 likes•1,009 views
The document discusses creating captivating content for brands on social media. It provides guidance on defining a brand's tone of voice, visual language, and topics of discussion. It also covers various content formats including quotes, curated user-generated content, and leveraging new platforms like Instagram and Vine. The talk emphasizes using data insights and experimenting with new trends while maintaining a brand's core identity across all channels.
Recommended
Recommended
More Related Content
Viewers also liked
Similar to Creating captivating content
Similar to Creating captivating content (20)
Recently uploaded
Recently uploaded (20)
Creating captivating content
- 1. CREATING CAPTIVATING CONTENT THISHE.RE // @THISHERE @SohoHouse http://thsh.re/MembersTwitter
- 2. BEFORE WE BEGIN A FEW QUICK NOTES… Q&A thishe.re | @thishere 2
- 3. WHO AM I? THIS HERE JEMIMA| TOM Jemima Garthwaite | @_jemima Tom Szekeres | @tomszekeres thishe.re | @thishere 3
- 4. WHO ARE WE? ER SE ED INT ING GOOD QUESTION! ES TM AP PIN ST G TOOLS & REPORTING DATA CO NT G TS IGH INS T DIN (A data led creative start-up) EN AN THIS HERE BR thishe.re | @thishere CAMPAIGNS CREATIVE ICS YT L NA A GY TE RA 4
- 5. WHAT’S THIS ALL ABOUT? CREATING GREAT CONTENT, WHILST RUNNING YOUR BUSINESS START-UPS IDEAS TOOLS (through your eyes) 2014 (not 2010) THIS TALK thishe.re | @thishere XX
- 6. BAD HABITS DIE HARD Repetitive and unimaginative engagement techniques thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere Over-reliance on competitions and incentivised engagement Always trying to drive from shared spaces to owned spaces 6
- 7. THINGS CHANGE They keep changing! thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere Every week, a torrent of things that may or may not matter to your business. It’s hard to filter out the good stuff from the nonsense. 7
- 8. BLOGS AND RSS ARE ON THE WAIN thishe.re | @thishere thishe.re | @thishere 8
- 9. THE FEED IS KING GOING NATIVE IS ALMOST ALWAYS BEST thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere 9
- 10. FOR MANY, SOCIAL MEDIA IS THE WEB OUR CONNECTIONS SURFACE THE BEST CONTENT FOR US Visits to Social Media and Forums overtook Entertainment sites in 2011 thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere How the average hour of internet use looks today - (April 2013) 10
- 11. FOR MANY, SOCIAL MEDIA IS AN ADDICTION REAL SCIENCE STUFF! Social Media increases levels of oxytocin in the blood. After just 10 minutes on Twitter, levels can rise up to 150% (significantly more than a groom at a wedding). Oxytocin levels are linked to characteristics such as empathy, generosity, and trust. "A Facebook user who uses the site multiple times per day is 43% more likely than other Internet users and more than three times as likely as non-Internet users to feel that most people can be trusted." thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere 11
- 14. THE NEW BRAND BUILDING REALITY CEO WOLFF OLINS, KARL HEISELMAN: http://thsh.re/karl_content “By 2020, advertising as we know it will no longer be the primary marketing vehicle used to build brands. Advertising @karlheiselman thishe.re | @thishere will instead focus on driving transactions. Rather than a tool of marketing, advertising will predominantly become a tool of sales. It will be automated, data driven, contextual and ubiquitous. A disciplined focus on effectiveness will have created new models of advertising agency. This advertising will be ubiquitous and hard to opt-out of. Instead, brands will be built through new tools built through Total Experience Management, marketing products and content. The brands that do this will increasingly become opt-in, controlling their own channels to the consumer. Customers will go to these channels, actively seeking the emotional benefits these brands provide. ! The Content Ecosystem By 2020, the simple reality is that every brand will be a media brand, requiring everyone to consider how they produce, distribute and manage their content ecosystems. In tandem with brand experience and marketing products, brands will be focused on the overlap between content that informs a customer about products, services or propositions, content that educates them in its use or in the things they can do, and content that entertains them around the core proposition of the brand.”
- 15. TOTAL EXPERIENCE MANAGEMENT E.G NIKE thishe.re | @thishere
- 16. TOTAL EXPERIENCE MANAGEMENT E.G NIKE thishe.re | @thishere
- 17. TOTAL EXPERIENCE MANAGEMENT E.G REDBULL Red Bull is a soft drink Red Bull gives you wings thishe.re | @thishere
- 18. TOTAL EXPERIENCE MANAGEMENT E.G REDBULL thishe.re | @thishere
- 19. GREAT CONTENT TELLS A STORY CONTENT THAT CHANGES WHAT YOU DO. CREATES BEHAVIOURAL CHANGE. thishe.re | @thishere
- 20. WE ARE NOT BOUND BY TRADITIONAL FORMATS “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” ! The law of the instrument, Abraham Maslow. thishe.re | @thishere
- 21. WE’RE NOT BOUND BY TRADITIONAL FORMATS JOHN LEWIS ADS thishe.re | @thishere
- 22. A MODERN DIGITAL BRAND STORY THIS IS A SUBTITLE thishe.re | @thishere
- 23. A STORY IN ONE SECOND THIS IS A SUBTITLE thishe.re | @thishere
- 24. DEFINING YOUR BRAND Who are you? How do you talk? What do you look like? What do you think about __ ? thishe.re | @thishere 24
- 25. “THE ART OF CONNECTION IS BRAND VOICE.” “Having a brand voice, means staying true to that, across media, across audiences, and if you’re a global brand, across geographies too.” Jason Baer, siegel+gale thishe.re | @thishere 25
- 26. DEFINING YOUR BRAND CHANGE HAPPENS THIS IS A SUBTITLE thishe.re | @thishere 26
- 27. DEFINING YOUR BRAND 1. Tone of Voice 2. Visual Language 3. Topics thishe.re | @thishere 27
- 28. TONE OF VOICE YAHOO’S 30 LOGOS IN 30 DAYS thishe.re | @thishere 28
- 29. TONE OF VOICE YAHOO’S 30 TONES IN 30 DAYS, BY NICK ASBURY 1. Cloying (our existing tone) Yahoo! makes it easier to discover the news and information that you care about most. ! 5. Infantilising Hello, I'm some Yahoo! copy. I'm here to tell you all about Yahoo! Please read me and see what you think. Thank-yahoo! ! 2. Punchy Yahoo! All the news and info you need - today. 6. Visionary At Yahoo!, we believe in a world where everyone, without exception, can access the news and information they care about most passionately: for the benefit of humanity. ! ! 3. Story-telling It all started way back when we decided to start Yahoo! So began our quest to make it easier for folks to find the news and information they care about. And that mission continues today. Same as it ever was. But different. 7. Dialogue - Who are you? - We're Yahoo! - What do you do? - We make it easier to find the news and information you need. - Like Google? - Yes, but different and more entertaining. - But basically like Google? - Can we discuss a redraft? ! 4. Sophisticated poetry Yahoo! makes it easier to discover the news and information that you care about most. ! 8. Inexplicably tangential Cows are great at eating grass and mooing. But one thing they can't do is make it easier to discover the news and information that you care about. For that, you need Yahoo! Yahoo! News, not moos. thishe.re | @thishere 29
- 30. TONE OF VOICE @SURREYPOLICE thishe.re | @thishere 30
- 31. TONE OF VOICE VICE thishe.re | @thishere 31
- 32. TONE OF VOICE VICE thishe.re | @thishere 32
- 33. TONE OF VOICE @BETFAIRPOKER thishe.re | @thishere 33
- 34. TONE OF VOICE HUBBUB SOCIAL RECOMMENDATIONS TRAIN ADS thishe.re | @thishere WEB COPY 34
- 35. TONE OF VOICE HUBBUB thishe.re | @thishere PERSONAL TOUCHES ON ALL CHANNELS 35
- 36. TONE OF VOICE HUBBUB thishe.re | @thishere “TOTAL EXPERIENCE MANAGEMENT” 36
- 37. GREAT COPYWRITING IN UNEXPECTED PLACES CD BABY Derek Sivers, Founder CD Baby thishe.re | @thishere 37
- 38. VISUAL LANGUAGE CHOOSING YOUR VISUAL LANGUAGE thishe.re | @thishere 38
- 39. FLEXIBLE APPROACH FOR ALL NETWORKS AIM FOR ‘ONE GLANCE RECOGNITION’ thishe.re | @thishere 39
- 40. BE EFFICIENT DESIGN ONCE 1440px 2560px Google Plus / YouTube Twitter Facebook thishe.re | @thishere 40
- 41. BE EFFICIENT DESIGN ON THE MOVE thishe.re | @thishere 41
- 42. BE PRACTICAL MAKE USEFUL GUIDELINES thishe.re | @thishere 42
- 43. BE PRACTICAL MAKE USEFUL GUIDELINES thishe.re | @thishere 43
- 44. BE REALISTIC BALANCE QUICK AND SLOW SLOW thishe.re | @thishere QUICK (Stock) (Flow) 44
- 45. VISUAL TOOLKIT BALANCE QUICK AND SLOW EE’s ‘Smart Particles’ background, typeface, and illustration style thishe.re | @thishere 45
- 46. VISUAL TOOLKIT CREATE FLEXIBLE ASSETS This Here’s patterns thishe.re | @thishere 46
- 47. VISUAL TOOLKIT CREATE FLEXIBLE ASSETS, AND PLAY WITH THEIR APPLICATIONS This Here’s patterns thishe.re | @thishere 47
- 48. DESIGN ONCE • Bio Keep it to 140 characters, save it once, roll-out everywhere. • Link Make sure you’ve got a landing page, and then link out to other networks • Profile Photo Make sure it works as a square (and at a small scale) - should be recognisable. • Cover Photo To make it future-proof, design at 2560 by 1440 px thishe.re | @thishere 48
- 49. WHAT CAN YOU TALK ABOUT? Other than just talking about yourself… …talk about topics if you have a: • Right (Your area of expertise, a problem you’re trying to solve) • Commitment (Contribution, sponsorship) • Passion (Brands have passions too) ! It’s hard to find crowds of people passionate about car insurance, prince2 training, credit cards, water sanitation, ISPs, savings, ceramic materials, fuel dispensing equipment, toothpaste… That’s why brands latch onto passion groups to wrap stories around their products. These topics provide long-term conversation fodder. thishe.re | @thishere 49
- 50. B TYPOGRAPHY A CENTRAL ST MARTINS COLLEGE FIXED GEAR CANNES FILM FESTIVAL STREET ART RAY BAN WAYFARER BAPE INGMAR BERGMAN FASHION PHOTOGRAPHY VICE MAGAZINE GQ INSTAGRAM HOT RODS TRAVELLING TATE MODERN KEITH HARING ANDY WARHOL CAFE RACERS PAGANI TRIUMPH E COOKING FACEBOOK INTEREST MAPPING thishe.re@thishere | @thishere thishe.re | HOUSE MUSIC FUNK & SOUL F1 D C
- 51. B SEVEN FOR ALL MANKIND A HOLLISTER JOHN FREIDA ACCESSORIZE ROCHAS PRIMARK C MOTEL ROCKS OASIS EAST ENDERS GRAZIA LONDON COLLEGE OF FASHION BURBERRY BELSTAFF LONDON ART GALLERIES LIPSY LONDON 3.1 PHILLIP LIM PARIS FASHION WEEK GLAMOUR JEFFREY CAMPBELL SHOES RIMMEL LONDON ENGLAND CRICKET TEAM ENGLAND FOOTBALL TEAM MISS SELFRIDGE LANVIN E FACEBOOK INTEREST MAPPING thishe.re@thishere | @thishere thishe.re | STYLE SCRAPBOOK DAZED AND CONFUSED D
- 53. INTEREST AND TOPIC MAPPING NEW TECHNIQUES Fashion Photography Motoring / Cycling TRIUMPH HOT RODS PAGANI F1 Urban Culture RAY BAN WAYFARER FIXED GEAR CAFE RACERS TRAVELLING GQ FASHION PHOTOGRAPHY Film TYPOGRAPHY INSTAGRAM TATE MODERN STREET ART CENTRAL ST MARTINS COLLEGE VICE MAGAZINE KEITH HARING BAPE HOUSE MUSIC FUNK & SOUL thishe.re | @thishere Art & Design ANDY WARHOL INGMAR BERGMAN CANNES FILM FESTIVAL
- 54. •Fashion •Photography •Revenue Driver •Film fanatic •Galleries •High influence BRAND •Cycling •Travel •Reading •High influence •UK •Extreme sports •Outdoor activities •Motorcycling •French
- 55. DEFINING YOUR BRAND 1. Tone of Voice 2. Visual Language 3. Topics thishe.re | @thishere 55
- 58. GENERAL STORE CASE STUDY USING WHAT’S CLOSE TO HAND thishe.re | @thishere 58
- 59. GENERAL STORE CASE STUDY SHORT AND LONG CONTENT thishe.re | @thishere 59
- 60. CONTENT FORMATS QUOTES thishe.re | @thishere 60
- 61. CONTENT SERIES THIS HERE HQ thishe.re | @thishere 61
- 62. CONTENT SERIES BEN SHERMAN thishe.re | @thishere 62
- 63. CONTENT FORMATS PRODUCT AS VEHICLE thishe.re | @thishere 63
- 64. USER GENERATED CONTENT (CURATION VS CREATION) #BARBOURPOCKET thishe.re | @thishere 64
- 65. USER GENERATED CONTENT (CURATION VS CREATION) PLUMEN thishe.re | @thishere 65
- 66. USER GENERATED CONTENT (CURATION VS CREATION) PLUMEN thishe.re | @thishere 66
- 68. THE RESULTS OF THIS ‘ENGAGEMENT’? PLUMEN thishe.re | @thishere 68
- 69. THE RESULTS OF THIS ‘ENGAGEMENT’? GO PRO thishe.re | @thishere 69
- 70. NEW CONTENT ECOSYSTEMS INSTAGRAM, VINE, JELLY… thishe.re | @thishere 70
- 71. NEW CONTENT ECOSYSTEMS INSTAGRAM, VINE, JELLY… thishe.re | @thishere 71
- 72. NEW CONTENT ECOSYSTEMS INSTAGRAM, VINE, JELLY… thishe.re | @thishere 72
- 73. NEW CONTENT ECOSYSTEMS INSTAGRAM, VINE, JELLY… thishe.re | @thishere 73
- 74. NEW CONTENT TRENDS 1 SECOND A DAY thishe.re | @thishere 74
- 75. NEW CONTENT TRENDS APPROACH WITH CAUTION thishe.re | @thishere 75
- 76. NEW CONTENT TRENDS APPROACH WITH CAUTION thishe.re | @thishere 76
- 77. CATS WIN thishe.re | @thishere 77
- 78. CATS WIN thishe.re | @thishere 78
- 79. DOGS WIN TOO thishe.re | @thishere 79
- 80. DATA STORIES VALUE YOUR INSIGHTS thishe.re | @thishere
- 81. DATA STORIES VALUE YOUR INSIGHTS thishe.re | @thishere
- 83. CHOOSE YOUR TOOLS FOR SETUP AND MANAGEMENT thishe.re | @thishere 83
- 84. TOOLS AND TIPS FOR SETUP AND MANAGEMENT PLUMB EVERYTHING TOGETHER thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere 84
- 85. TOOLS AND TIPS FOR SETUP AND MANAGEMENT • Social = mobile first - keep the most important apps on your home screen, always logged in. • A few key apps: • Facebook Pages • Hootsuite • Tumblr • Instagram • Buffer • Feedly, or The Old Reader thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere 85
- 86. TOOLS AND TIPS FOR SETUP AND MANAGEMENT thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere 86
- 87. INCREASE YOUR SHAREABILITY Most platforms have a wizard like this one from Twitter thishe.re | @thishere Tweak the copy - ensure it’s something people would actually say With Twitter, you can even suggest to follow your account afterwards 87
- 88. IT’S ALL ABOUT TIMING These findings are useful, but analysing Scheduling is (usually) your friend thishe.re | @thishere THISHE.RE | @THISHERE thishe.re | @thishere Dan Zarella is a data analyst who theorises about the best time/day to tweet/post etc. your own (unique) community is the best solution. 88
- 89. IN SUMMARY BRAND FORMATS MANAGEMENT Visual Language Creating formats Tools Tone of Voice Quick ideas Mobile Topics Curation : Creation Contextual / Reactive Be careful of trends thishe.re | @thishere 89
- 90. LOVELY Any questions? answers@thishe.re or @thishere ! …or say hello afterwards. thishe.re | @thishere 90