Content strategy & social media

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A presentation about creating content for social media, delivered at the Social Media in Military & Defence conference in London, 2013

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Content strategy & social media

  1. 1. 21 November 2013 Integrating Social Media & Content Strategy Tim Callington Director of Digital, Edelman 1
  2. 2. Navigating complex environments You 2
  3. 3. Expectations of transparency and immediacy 3
  4. 4. The answer to both lies in content Flickr / Watchonista 4
  5. 5. Is social media relevant in the Defence sector? Financial Times 5
  6. 6. Brands are inherently communities • Montage of brand logos 6
  7. 7. Content inspires affinity for the brand 7
  8. 8. Create social experiences Flickr / JeanineAnderson 8
  9. 9. The Guardian 9
  10. 10. GE 10
  11. 11. Philips • Homepage 11
  12. 12. Your greatest advocates of all? Flickr / Defence Images 12
  13. 13. The value of “someone like me” 13
  14. 14. Intel 14
  15. 15. Content as social currency Rational Emotional Authority Network Brand Information Identity Utility Entertain -ment 15
  16. 16. Value is everywhere • Novartis visual imagery – heritage content and images produced today 16
  17. 17. Authority HELPS OR INSPIRES PEOPLE TO CONNECT THROUGH EXPERT INVOLVEMENT 17
  18. 18. Information ENHANCE KNOWLEDGE OF COMMUNITY ON TOPICS THEY CARE ABOUT 18
  19. 19. Utility PRACTICAL USE TO A PERSON OR COMMUNITY 19
  20. 20. Network EXTEND NETWORK AND ENRICH RELATIONSHIPS 20
  21. 21. Identity AFFIRM IDENTITY THROUGH BRAND AFFILIATION 21
  22. 22. Entertainment CREATES AN EMOTIONAL CONNECTION BY ENTERTAINING, EXCITING OR INSPIRING 22
  23. 23. Integrated skills CREATE AND CURATE CONTENT DEVELOP MEDIA STRATEGY AMPLIFY AND EXTEND CONVERSATIONS CONCEPT AND CREATE VISUALS COPYWRITING ENGAGE COMMUNITY REAL TIME SOCIAL MONITORING INSIGHTS AND ANALYSIS TRACK TOWARDS KPIS 23
  24. 24. Thank you THANK YOU Tim Callington Edelman E: tim.callington@edelman.com T: +44 (0)7974 161 210 Li: uk.linkedin.com/in/timcallington/ Tw: @timcallington Bl: timcallington.com 24

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