The document discusses the importance of content creation and sharing for social media engagement. It notes that sharing content online reflects how people shared interests offline and that building trust over time through quality, memorable content is key to online relationships. Additionally, the document advocates creating content based on audience preferences and using paid media to amplify the reach of sharable, relevant content while continuing to listen and engage the audience.

1. SOCIAL MEDIA,
ENGAGEMENT
AND
CONTENT CREATION
DANIEL SOLLERO • @DSOLLERO

2. PEOPLE, CONTENT
AND COMMON INTERESTS
BUILT THE INTERNET

3. CONTENT AS SOCIAL CURRENCY
WE REPEATED HOW WE’VE SHARED CONTENT OFFLINE

4. THE QUALITY OF OUR CONTENT THROUGH TIME
BUILT, CHANGED AND REINFORCED HOW WE WERE PERCEIVED
CONTENT

5. TO CONQUER SOMEONE’S TRUST TAKES TIME
TRUST
empathy starts the process
TIME

6. ORGANIC GROWTH THROUGH
SHARING

7. ...AND THEN THE INTERNET CHANGED
CONTENT
ADS
ANALYTICS

8. PAID MEDIA
Promoted
brand content
OWNED MEDIA
Brand/Corporate
content
TV, Print OOH, Digital
MEDIA
CONVERGENCE
Sponsored
posts
Relevant content
for the audience
Press Coverage
EARNED MEDIA
Organic
SOURCE: ALTIMETER REPORT - the converged media imperative

9. SHAREABLE CONTENT IS KEY
(AND KING)

10. CONTENT MUST TELL STORIES,
ENGAGE AND CREATE MEMORIES

11. NOTHING SAVES A BAD CONTENT

12. SHARING DOESN’T HAPPEN ONLY THROUGH
THE USUAL SOCIAL NETWORK CHANNEL

13. WE MUST KNOW OUR AUDIENCE
AND SHOW OUR BEST CONTENT

14. DESIRE PATH

15. THE RIGHT CONTENT
TO THE RIGHT PEOPLE
AT THE RIGHT TIME.

16. SOCIAL MEDIA IS LIKE A RELATIONSHIP

17. EACH POST IS A STEP TO WIN THEIR TRUST

18. BUT NO RUSH
RELATIONSHIPS ARE BASED ON TRUST

19. TO CONQUER SOMEONE’S TRUST TAKES TIME
TRUST
TIME

20. “IF I TELL MY FACEBOOK FRIENDS ABOUT YOUR BRAND,
IT'S NOT BECAUSE I LIKE YOUR BRAND, BUT RATHER
BECAUSE I LIKE MY FRIENDS”
- MIKE ARAUZ

21. COMMUNITY MANAGERS
CONTENT CREATORS
BUSINESS INTELLIGENCE

22. THIS IS OUR BIGGEST CHALLENGE AS A BRAND AND CONTENT CREATOR/CURATOR
BRAND
AUDIENCE

23. TAKEAWAYS

24. 1.
2.
3.
4.
LISTEN TO YOUR AUDIENCE AND CREATE CONTENT BASED
ON BOTH YOUR AUDIENCE’S AND YOUR PREFERENCES
SHAREABLE RELEVANT CONTENT IS KEY (AND KING)
USE PAID MEDIA TO AMPLIFY THE REACH
KEEP LISTENING AND KEEP THE CONVERSATION GOING

25. THANK YOU
DANIEL SOLLERO • @DSOLLERO