The document outlines a content strategy focused on engaging users through relevant and unique content across platforms like Snapchat and Facebook. Key concepts include community management, influencer collaboration, and creating shareable experiences to enhance brand awareness. It features a case study on Siemens' blogger relations event to illustrate successful content marketing tactics.

1. MY VERY OWN
CONTENT STRATEGY
Michael Praetorius
fb.com/michaelpraetorius
@praetorius

2. Michael Praetorius2
CONTENT IS KING
DISTRIBUTION IS KING
Buzzword: Content Marketing

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Snapchat Stories & Facebook Instant Articles
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Snapchat Stories &
Facebook Instant articles
create a unique
user experience for
consuming rich media
on mobile.
Targeted
Realtime
Content

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RELEVANCE
IS KEY
Facebook’s Algorithm in one sentence:
An object is more relevant
if less connected users
interact faster on it.

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CRITICAL MASS
CRITICAL AFFINITY
CRITICAL CONNECTIONS
How to do mass communication?

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Targeting as community management
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CONTENT OF USERS &
PERSONALITIES
ON THE SAME LEVEL
What did we finally learn from the
ice bucket challenge?

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Zero disctance with users
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ENGAGE YOUR
TARGET GROUP
WITH REAL CONTENT
Unique content that drives identification

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LET PEOPLE BE
AWESOME!It’s not only about your own #hasthtag

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Co-create vibrant content with passionated users
and engage your target group to interact with.
Connect personalities, influencers and your target group
with content and events.
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EXPERT GENERATED CONTENT

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CONNECT
PEOPLEGermanfolkshouse

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How to find & select your influencers
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why?
who? what?
how? where?
fake occasion
daily mood news
celebrities
influencers
general media
brand / partner
discussions
activities
You brand as
platform
close
curated
connecting
guest
authors
B2B
Personalities
peer groups
visual strident
events
PASSION.
REACH.
EXCELLENCE.

15. Michael Praetorius
What Siemens did: Blogger Relations
In advance of the IFA Launch of its new
premium fully automated coffee machine
Siemens invited lifestyle-, tech- and
foodbloggers to an exclusive presentation at a
coffee roastery.
A Product manager and two engineers were on
hand for Q&As. The event was accompanied
by a professional photographer and a popular
and social media-affine barista.
Main objectives of the event were the creation
of fascinating stories and images around coffee
and Siemens’ coffee world and boosting brand
awareness, reach and trust.
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CREATE CONTENT
TO PLAY WITH
Why so serious?

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Create content people can communicate with - #reactiongifs
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Ferrero - Compliments App
On Facebook, duplo motivates users
to show their appreciation to people
they love with a few clicks.
How to create a compliment
choose a category (family & friends,
love, work)
choose name & compliment
send the compliment (via message,
mail, share or print it)
stick a duplo on the printed version
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Für Alissa

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Shareable
Snackable
Speed
Stringent
Surprising
Simple
THE
STORY
OF 6 S’
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PAID. OWNDED. EARNED.

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Use the Business Canvas for planing
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Michael Praetorius
AKOM360 GmbH
michael.praetorius@akom360.de
twitter: @praetorius
facebook.com/michaelpraetorius