SlideShare a Scribd company logo
Content Strategy
Samit Malkani, Creative Head, Jack In the Box Worldwide
Let’s start by understanding one key point.
This
is social media.
This
is rocket science.
This
is SPARTAAAA!!
What is content?
Anything that keeps people coming back for more and opens a dialogue with them.
            It could be read, watched, listened to or interacted with.
The not-so-secret formula


              How         Social
 What
             you say      media
you say
                it       content
What you say.
 Put yourself in your audience’s shoes and ask,
“What would I like the brand to talk to me about?”
       The expected, and the unexpected.
I could go on with some gyaan…
 Or we could actually answer this question together.
Now for the how.
(This is how we social media junkies pay for roti, kapda, makaan and beer.)
You aren’t the only brand in your category.
     You need to stand out from the crowd. Your content needs to
  look different and sound different. Think of your brand as a person.
               And write the way that person would speak.
Don’t try to sell to your customer.
Instead, tell stories about your brand and products. Amuse them, amaze them.
       Talk about the world and the lifestyle that your brand portrays.
Be topical.
Pranabda becomes President. The Olympics. Scams. Sherlyn Chopra nude.
    Keep your eyes open, pick the topics that work best for the brand,
    and figure out how to repurpose those for your brand. Hint: Amul.
This day, that year.
2001: Ian Thorpe won 6 Gold Medals at a single World Championships.
       1929: Jackie Kennedy was born. 1983: Dhanush was born.
                     Today is World Hepatitis Day.
Entertain them.
               If you think people are on Facebook and Twitter
                    to buy hair dye, you are kidding yourself.
Or, as we say on Twitter, “Agar aap sochte hain ki log Facebook aur Twitter pe
            hair dye khareedne aate hain…toh #AapChu****Hain.”
Content Mix
It doesn’t have to be plain text all the time. Use pictures, videos, polls, links, hashtags,
   games and audio embeds to vary your content and keep your audience interested.
The thing about social media is
     that people talk back.
How to respond is equally important.
A few tips.
        Be honest. Don’t overpromise. Apologise if you are wrong.
A little bit of humour, well applied, can ease even the toughest situation.
 Treat your audience as people you know and want to have a chat with.
Faster is better.
     On Twitter, aim to reply within the hour.
On Facebook, 12-24 hours is fine for most categories.
Tip: Set up Facebook and Twitter
      on your smartphone.
Facebook gyaan.
•   Facebook’s hierarchy of posts:
     – Images
     – Text
     – Videos
     – Links

•   Plan for 2-3 posts a day.

•   Most people will tell you long posts are boring. I say there’s no such thing as a
    long post – only a “too long” post.

•   Use apps and tabs to build engagement when you have something special to talk
    about.
Twitter gyaan.
• Have a conversation. Don’t spout monologues.

• Use TweetDeck as your Twitter client.

• Try to avoid telling people what you ate for dinner, how frequently
  you use the loo, which celeb you’re crushing on, etc.

• Build influence through networking, content and conversation.

• Use hashtags to create specific conversations.
Boo-boos to avoid.
• Rudeness and arrogance.

• Racism. Casteism.

• Gay jokes.

• Responding only to positive reviews.

• Knocking your competitors.
And so, with that said,
let’s get down to the workshop!

More Related Content

Viewers also liked

Learning from games : Dr Joanne O'Mara
Learning from games : Dr Joanne O'MaraLearning from games : Dr Joanne O'Mara
Learning from games : Dr Joanne O'Mara
PublicLibraryServices
 
Aradhana
AradhanaAradhana
Aradhana
Prem Saldanha
 
Raman2
Raman2Raman2
"Lima una ciudad de reyes"
"Lima una ciudad de reyes""Lima una ciudad de reyes"
"Lima una ciudad de reyes"
Renzo Fernando Chumpitaz Rodríguez
 
Lake Forest Arts Presentation
Lake Forest Arts PresentationLake Forest Arts Presentation
Lake Forest Arts Presentation
arezac
 
English teachers who blog
English teachers who blogEnglish teachers who blog
English teachers who blog
DET
 
Social Media in the Classroom - ICTEV Conf Gail Casey May12
Social Media in the Classroom - ICTEV Conf Gail Casey May12Social Media in the Classroom - ICTEV Conf Gail Casey May12
Social Media in the Classroom - ICTEV Conf Gail Casey May12
Gail Casey
 
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
Jamal Mirza
 
Expectation of Corporates from Professionals
Expectation of Corporates from ProfessionalsExpectation of Corporates from Professionals
Expectation of Corporates from Professionals
deepak1983
 
EtCETra 2k15- Entertainment Quiz Finals
EtCETra 2k15- Entertainment Quiz FinalsEtCETra 2k15- Entertainment Quiz Finals
EtCETra 2k15- Entertainment Quiz FinalsBidit Mohanty
 
English curriculum studies 1 - Lecture 1
English curriculum studies 1 - Lecture 1English curriculum studies 1 - Lecture 1
English curriculum studies 1 - Lecture 1
DET
 
Main Bitiya Rani Hoon Na
Main Bitiya Rani Hoon NaMain Bitiya Rani Hoon Na
Main Bitiya Rani Hoon Na
Sunil Kakkar
 
Tori.fi ostoaie ja big data
Tori.fi ostoaie ja big dataTori.fi ostoaie ja big data
Tori.fi ostoaie ja big data
Jussi Lystimaki
 
Traim lima 2
Traim lima 2Traim lima 2
Traim lima 2
aparedes19
 
IND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
IND-2012-119 SBS Harvar ki Dhani -Safety Net for ElderlyIND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
IND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
DFC2011
 

Viewers also liked (20)

Learning from games : Dr Joanne O'Mara
Learning from games : Dr Joanne O'MaraLearning from games : Dr Joanne O'Mara
Learning from games : Dr Joanne O'Mara
 
Aradhana
AradhanaAradhana
Aradhana
 
Raman2
Raman2Raman2
Raman2
 
"Lima una ciudad de reyes"
"Lima una ciudad de reyes""Lima una ciudad de reyes"
"Lima una ciudad de reyes"
 
olajide doc.PDF
olajide doc.PDFolajide doc.PDF
olajide doc.PDF
 
AATE handout
AATE handoutAATE handout
AATE handout
 
Lake Forest Arts Presentation
Lake Forest Arts PresentationLake Forest Arts Presentation
Lake Forest Arts Presentation
 
English teachers who blog
English teachers who blogEnglish teachers who blog
English teachers who blog
 
Social Media in the Classroom - ICTEV Conf Gail Casey May12
Social Media in the Classroom - ICTEV Conf Gail Casey May12Social Media in the Classroom - ICTEV Conf Gail Casey May12
Social Media in the Classroom - ICTEV Conf Gail Casey May12
 
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
Hamare Rusoom wa Quyood: Syed Ali Naqi Naqvi Sahab t.s.
 
S.S.C. Certificate0001
S.S.C. Certificate0001S.S.C. Certificate0001
S.S.C. Certificate0001
 
Expectation of Corporates from Professionals
Expectation of Corporates from ProfessionalsExpectation of Corporates from Professionals
Expectation of Corporates from Professionals
 
Bharti B'Day Slide
Bharti B'Day SlideBharti B'Day Slide
Bharti B'Day Slide
 
EtCETra 2k15- Entertainment Quiz Finals
EtCETra 2k15- Entertainment Quiz FinalsEtCETra 2k15- Entertainment Quiz Finals
EtCETra 2k15- Entertainment Quiz Finals
 
Ch06 1
Ch06 1Ch06 1
Ch06 1
 
English curriculum studies 1 - Lecture 1
English curriculum studies 1 - Lecture 1English curriculum studies 1 - Lecture 1
English curriculum studies 1 - Lecture 1
 
Main Bitiya Rani Hoon Na
Main Bitiya Rani Hoon NaMain Bitiya Rani Hoon Na
Main Bitiya Rani Hoon Na
 
Tori.fi ostoaie ja big data
Tori.fi ostoaie ja big dataTori.fi ostoaie ja big data
Tori.fi ostoaie ja big data
 
Traim lima 2
Traim lima 2Traim lima 2
Traim lima 2
 
IND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
IND-2012-119 SBS Harvar ki Dhani -Safety Net for ElderlyIND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
IND-2012-119 SBS Harvar ki Dhani -Safety Net for Elderly
 

Similar to Samit Malkani_TiE Institute_Social Media Content Strategy_280712

Writing forsocialmedia0316
Writing forsocialmedia0316Writing forsocialmedia0316
Writing forsocialmedia0316
Buffy Andrews
 
Commerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online ProspectsCommerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online Prospects
Eric Weaver
 
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
mike parker
 
Digital disciples pdf version
Digital disciples pdf versionDigital disciples pdf version
Digital disciples pdf version
Craig Gilman
 
25 Social Media Ideas You Can Use to Connect With Your Audience slideshare
25 Social Media Ideas You Can Use to Connect With Your Audience   slideshare25 Social Media Ideas You Can Use to Connect With Your Audience   slideshare
25 Social Media Ideas You Can Use to Connect With Your Audience slideshare
Boom! Social
 
Social Media for Nonprofits | National Philanthropy Day Conference
Social Media for Nonprofits | National Philanthropy Day ConferenceSocial Media for Nonprofits | National Philanthropy Day Conference
Social Media for Nonprofits | National Philanthropy Day Conference
Wahine Media
 
Social media guidelines
Social media guidelinesSocial media guidelines
Social media guidelines
Benjamin Hernandez-Stroud
 
Personal & Professional Brand in Social Media
Personal & Professional Brand in Social MediaPersonal & Professional Brand in Social Media
Personal & Professional Brand in Social MediaNTEN
 
Women inchrg2012
Women inchrg2012Women inchrg2012
Women inchrg2012ali Bullock
 
Advancedsocialmedia
AdvancedsocialmediaAdvancedsocialmedia
Advancedsocialmedia
ibrand mk
 
Social Entrepreneurs Ireland Bootcamp - Social Media
Social Entrepreneurs Ireland Bootcamp - Social MediaSocial Entrepreneurs Ireland Bootcamp - Social Media
Social Entrepreneurs Ireland Bootcamp - Social Media
Nathalie McDermott
 
AHC Social Media Marketing
AHC Social Media MarketingAHC Social Media Marketing
AHC Social Media Marketing
Trevor Beemon
 
Using Social Media to Win at Life
Using Social Media to Win at LifeUsing Social Media to Win at Life
Using Social Media to Win at Life
Derek Shanahan
 
Reaching Teens through Social Media
Reaching Teens through Social MediaReaching Teens through Social Media
Reaching Teens through Social Media
Media Barker
 
Developing a Social Media Plan
Developing a Social Media PlanDeveloping a Social Media Plan
Developing a Social Media Plan
ifPeople
 
Presentation - How to enjoy Social Media happiness
Presentation  - How to enjoy Social Media happinessPresentation  - How to enjoy Social Media happiness
Presentation - How to enjoy Social Media happiness
Rebekah Lambert
 
Hands On Social-ogy (AFP Congress)
Hands On Social-ogy (AFP Congress) Hands On Social-ogy (AFP Congress)
Hands On Social-ogy (AFP Congress)
Laurie Pringle
 
10 things that i learnt about
10 things that i learnt about10 things that i learnt about
10 things that i learnt about
Manish Parihar
 
6 Basic Social Media Marketing Principles from Brands
6 Basic Social Media Marketing Principles from Brands6 Basic Social Media Marketing Principles from Brands
6 Basic Social Media Marketing Principles from Brands
Jason Cruz
 

Similar to Samit Malkani_TiE Institute_Social Media Content Strategy_280712 (20)

Writing forsocialmedia0316
Writing forsocialmedia0316Writing forsocialmedia0316
Writing forsocialmedia0316
 
Commerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online ProspectsCommerce is Social: Connecting with and Converting Online Prospects
Commerce is Social: Connecting with and Converting Online Prospects
 
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
AnnounceMyMove.com webinar on Creating A Strategy for Social Media!
 
Digital disciples pdf version
Digital disciples pdf versionDigital disciples pdf version
Digital disciples pdf version
 
25 Social Media Ideas You Can Use to Connect With Your Audience slideshare
25 Social Media Ideas You Can Use to Connect With Your Audience   slideshare25 Social Media Ideas You Can Use to Connect With Your Audience   slideshare
25 Social Media Ideas You Can Use to Connect With Your Audience slideshare
 
Social Media for Nonprofits | National Philanthropy Day Conference
Social Media for Nonprofits | National Philanthropy Day ConferenceSocial Media for Nonprofits | National Philanthropy Day Conference
Social Media for Nonprofits | National Philanthropy Day Conference
 
Social media guidelines
Social media guidelinesSocial media guidelines
Social media guidelines
 
Personal & Professional Brand in Social Media
Personal & Professional Brand in Social MediaPersonal & Professional Brand in Social Media
Personal & Professional Brand in Social Media
 
MAR - Understanding Social Media
MAR - Understanding Social MediaMAR - Understanding Social Media
MAR - Understanding Social Media
 
Women inchrg2012
Women inchrg2012Women inchrg2012
Women inchrg2012
 
Advancedsocialmedia
AdvancedsocialmediaAdvancedsocialmedia
Advancedsocialmedia
 
Social Entrepreneurs Ireland Bootcamp - Social Media
Social Entrepreneurs Ireland Bootcamp - Social MediaSocial Entrepreneurs Ireland Bootcamp - Social Media
Social Entrepreneurs Ireland Bootcamp - Social Media
 
AHC Social Media Marketing
AHC Social Media MarketingAHC Social Media Marketing
AHC Social Media Marketing
 
Using Social Media to Win at Life
Using Social Media to Win at LifeUsing Social Media to Win at Life
Using Social Media to Win at Life
 
Reaching Teens through Social Media
Reaching Teens through Social MediaReaching Teens through Social Media
Reaching Teens through Social Media
 
Developing a Social Media Plan
Developing a Social Media PlanDeveloping a Social Media Plan
Developing a Social Media Plan
 
Presentation - How to enjoy Social Media happiness
Presentation  - How to enjoy Social Media happinessPresentation  - How to enjoy Social Media happiness
Presentation - How to enjoy Social Media happiness
 
Hands On Social-ogy (AFP Congress)
Hands On Social-ogy (AFP Congress) Hands On Social-ogy (AFP Congress)
Hands On Social-ogy (AFP Congress)
 
10 things that i learnt about
10 things that i learnt about10 things that i learnt about
10 things that i learnt about
 
6 Basic Social Media Marketing Principles from Brands
6 Basic Social Media Marketing Principles from Brands6 Basic Social Media Marketing Principles from Brands
6 Basic Social Media Marketing Principles from Brands
 

Recently uploaded

Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
Operational Excellence Consulting
 
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptxCADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
fakeloginn69
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
BBPMedia1
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
Workforce Group
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
dylandmeas
 
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdfikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
agatadrynko
 
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
agatadrynko
 
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).pptENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
zechu97
 
Improving profitability for small business
Improving profitability for small businessImproving profitability for small business
Improving profitability for small business
Ben Wann
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
seri bangash
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
DerekIwanaka1
 
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
taqyed
 
Brand Analysis for an artist named Struan
Brand Analysis for an artist named StruanBrand Analysis for an artist named Struan
Brand Analysis for an artist named Struan
sarahvanessa51503
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
Nicola Wreford-Howard
 
Introduction to Amazon company 111111111111
Introduction to Amazon company 111111111111Introduction to Amazon company 111111111111
Introduction to Amazon company 111111111111
zoyaansari11365
 
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBdCree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
creerey
 
Digital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and TemplatesDigital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and Templates
Aurelien Domont, MBA
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
dylandmeas
 
Buy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star ReviewsBuy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star Reviews
usawebmarket
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
KaiNexus
 

Recently uploaded (20)

Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
 
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptxCADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
 
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdfikea_woodgreen_petscharity_cat-alogue_digital.pdf
ikea_woodgreen_petscharity_cat-alogue_digital.pdf
 
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
 
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).pptENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
 
Improving profitability for small business
Improving profitability for small businessImproving profitability for small business
Improving profitability for small business
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
 
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
一比一原版加拿大渥太华大学毕业证(uottawa毕业证书)如何办理
 
Brand Analysis for an artist named Struan
Brand Analysis for an artist named StruanBrand Analysis for an artist named Struan
Brand Analysis for an artist named Struan
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
 
Introduction to Amazon company 111111111111
Introduction to Amazon company 111111111111Introduction to Amazon company 111111111111
Introduction to Amazon company 111111111111
 
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBdCree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
 
Digital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and TemplatesDigital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and Templates
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
 
Buy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star ReviewsBuy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star Reviews
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
 

Samit Malkani_TiE Institute_Social Media Content Strategy_280712

  • 1. Content Strategy Samit Malkani, Creative Head, Jack In the Box Worldwide
  • 2. Let’s start by understanding one key point.
  • 6. What is content? Anything that keeps people coming back for more and opens a dialogue with them. It could be read, watched, listened to or interacted with.
  • 7. The not-so-secret formula How Social What you say media you say it content
  • 8. What you say. Put yourself in your audience’s shoes and ask, “What would I like the brand to talk to me about?” The expected, and the unexpected.
  • 9. I could go on with some gyaan… Or we could actually answer this question together.
  • 10. Now for the how. (This is how we social media junkies pay for roti, kapda, makaan and beer.)
  • 11. You aren’t the only brand in your category. You need to stand out from the crowd. Your content needs to look different and sound different. Think of your brand as a person. And write the way that person would speak.
  • 12. Don’t try to sell to your customer. Instead, tell stories about your brand and products. Amuse them, amaze them. Talk about the world and the lifestyle that your brand portrays.
  • 13. Be topical. Pranabda becomes President. The Olympics. Scams. Sherlyn Chopra nude. Keep your eyes open, pick the topics that work best for the brand, and figure out how to repurpose those for your brand. Hint: Amul.
  • 14. This day, that year. 2001: Ian Thorpe won 6 Gold Medals at a single World Championships. 1929: Jackie Kennedy was born. 1983: Dhanush was born. Today is World Hepatitis Day.
  • 15. Entertain them. If you think people are on Facebook and Twitter to buy hair dye, you are kidding yourself. Or, as we say on Twitter, “Agar aap sochte hain ki log Facebook aur Twitter pe hair dye khareedne aate hain…toh #AapChu****Hain.”
  • 16. Content Mix It doesn’t have to be plain text all the time. Use pictures, videos, polls, links, hashtags, games and audio embeds to vary your content and keep your audience interested.
  • 17. The thing about social media is that people talk back.
  • 18. How to respond is equally important.
  • 19. A few tips. Be honest. Don’t overpromise. Apologise if you are wrong. A little bit of humour, well applied, can ease even the toughest situation. Treat your audience as people you know and want to have a chat with.
  • 20. Faster is better. On Twitter, aim to reply within the hour. On Facebook, 12-24 hours is fine for most categories.
  • 21. Tip: Set up Facebook and Twitter on your smartphone.
  • 22. Facebook gyaan. • Facebook’s hierarchy of posts: – Images – Text – Videos – Links • Plan for 2-3 posts a day. • Most people will tell you long posts are boring. I say there’s no such thing as a long post – only a “too long” post. • Use apps and tabs to build engagement when you have something special to talk about.
  • 23. Twitter gyaan. • Have a conversation. Don’t spout monologues. • Use TweetDeck as your Twitter client. • Try to avoid telling people what you ate for dinner, how frequently you use the loo, which celeb you’re crushing on, etc. • Build influence through networking, content and conversation. • Use hashtags to create specific conversations.
  • 24. Boo-boos to avoid. • Rudeness and arrogance. • Racism. Casteism. • Gay jokes. • Responding only to positive reviews. • Knocking your competitors.
  • 25. And so, with that said, let’s get down to the workshop!

Editor's Notes

  1. There’s daily content. There’s occasion-based content.The challenge is to innovate within these boundaries and find new opportunities.
  2. Cut to MindNode.
  3. Educate…but in an engaging, interesting, entertaining manner.
  4. And if you don’t have a smartphone yet – BlackBerry doesn’t count – I recommend the HTC One X.
  5. #TomatoGate and other epic disasters