This document summarizes a presentation on content strategy and converged media. It discusses finding your brand voice, identifying trending topics, engaging stakeholders, and leveraging paid, owned, and earned media. Specific tactics covered include boosting social media posts, targeting audiences, testing messaging, and measuring outcomes. Examples are provided of companies successfully using converged approaches, such as a brand that used Twitter followers to develop a new product and a tourism board that drove engagement through paid tweets.

1. Get Seen.
Get Engaged.
Lisa Colton
February 23, 2015

3. Content -> Engagement
What have you been
trying and learning
since we last met?
Fire image

4. How can you
be heard?

5. Tuning Out The Noise

6. Media
Types
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

7. Converged Media Mix
Examples of
where you have
already done
“converged”
media?

8. Converged Media Mix
POP QUIZ:
Which media type
are Facebook and
Twitter?

9. All Three!
• Paid:
– Sponsored tweets, posts, engagement ads
• Owned:
– Branded Facebook or Twitter page
– Brand-curated content
– Even individual participation (on behalf of brand)
• Earned:
– Fan/user-generated content posted related to brand
– May be on brand’s page or in their own feeds/blogs

10. Converged Media
PAID
OWNED
EARNED
Drives
volum
e
to
brand
Drives volume
Provides platform
Provides
platform
Instructs where to amplify
Inform
s innovation, creative

11. Which
Is
Which?

12. And this one?

13. How About
These?

14. PaidPaidEarnedEarned
CONVERGED CONCEPT: EARNED + PAID

15. The Original Runner Co: Used Twitter followers
to launch a new aisle runner color
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
Source: Jeremiah Owyang

16. Monterey’s Convention & Visitor’s Bureau,
SeeMonterey, leverages paid tweets to drive
engagement and content
1.3M
reach
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote
fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest
generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from
the campaign on their blog and other owned properties.
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote
fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest
generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from
the campaign on their blog and other owned properties.
SOURCE: https://business.twitter.com/success-stories/monterey-county via Jeremiah Owyang

17. Content Strategy
• What message represents, reflects, speaks
for the brand?
• Understand how content strategy varies:
– Persona segments, product type, geography,
channel, screen, source of information
• Spans many stakeholders; internal depts.
and external agencies/partners

18. 1. FIND
YOUR
VOICE
If you were a color?
If you were a celebrity?
If you were a car?

19. 2. What’s Hot?
Identify hot paths & hot
conversations where
content is resonating
What’s hot in the next
month?
What emergent topics
have you captialized on?

20. 3.
Who’s Connected?
Identify stakeholders who reach your
audience and influencers who can amplify.

21. Amplify: Paid and Engaged
• Leverage converging media
– Use Paid to amplify Earned and Owned
– And Earned to amplify owned and paid…
– And Owned to amplify earned and paid…
• Explore new ad and promotion types via
owned and earned
– Social & Google ads
• Tap into social graph by allowing those
involved to share with their networks. Create
sharable content!

22. PAID MEDIA

23. HAVE A
GOAL!
(and be able to
measure it)
E.g. Website
conversations
, social shares,
email sign ups

24. • Must be eye-catching and well-written. Do not
use your logo and call it “Come to our website!”
• It must have a photo. For all ads,
the best size image to upload is 1200x627 pixels,
The photo cannot contain more than 20% text.
• If it directs to an outside website, it should direct
to a specific landing page, rather than just the
main home page of your website.

25. Boosting Posts

26. Who To Target?
• Friends of Fans
• Targeting

27. Messaging
WHERE ARE THE
PROSPECTIVE
STUDENTS AT IN
THEIR DECISION
CYCLE?
MESSAGING:
BENEFITS OR EASE?

28. BRAINSTORM & TEST

29. Measure!

30. Stats and Management

31. Advanced: Power Editor
• Bidding
• “Dark Posts”
• More targeting
options

32. Twitter

34. Your Experience?
What will you try?

35. Share Your Work!
• What have you been doing?
• What’s working (or not)?
• Want feedback?

36. Next
Webinar
March 31st
Post
questions
and
successes in
the FB
group!
Connect
with your
coach!