content marketing bootcamp for brands

Social Media Week 2013:Content Marketing Bootcamp

PROPRIETARY & CONFIDENTIAL

Beyond the buzzword: What you really need to know & how to bring it to life for your brands.

Rosie Siman, Sr. Strategist @360iPresented by:

Hi! I’m Rosie!

i’m on twitter as @rosiesiman (let’s keep in touch!)

3tweet along: @rosiesiman / @360i / #SMWcontent

I work at 360i as a social strategist

(and it’s pretty awesome)

tweet along: @rosiesiman / @360i / #SMWcontent

BTW, we’re hiring!

careers.360i.com

Social Publicist

Media Manager

Associate Copywriter

VP Strategy Director

Senior Digital Producer

Senior Copywriter

Content/Community Manager

Account Executive

SEO Manager

Media Supervisor

Account Supervisor

Manager, Insights AND Planning

Production Coordinator

DIGITAL Account Supervisor

Associate Art/Copy Team

INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!

STRATEGY AND INSIGHTS

HR ASSIsTANTS!

PRODUCERS

TECH DIRECTORS!

CONTENT

DEVELOPERS!

careers.360i.com

Social Publicist

Media Manager

Associate Copywriter

VP Strategy Director

Senior Digital Producer

Senior Copywriter

Content/Community Manager

Account Executive

SEO Manager

Media Supervisor

Account Supervisor

Manager, Insights AND Planning

Production Coordinator

DIGITAL Account Supervisor

Associate Art/Copy Team

INFLUENCER MARKETING ACCOUNT TEAM INTERNSHIPS!

STRATEGY AND INSIGHTS

HR ASSIsTANTS!

PRODUCERS

TECH DIRECTORS!

CONTENT

DEVELOPERS!

Before we start...

Content or commercial?

Source: Quibids.com

Source: YouTube.com/Toyota

Source: Facebook.com/Oreo

Source: RedBullStratos.com

WTF is content?

ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY.

[THINK BIG. REAL BIG.]

WTF is content?

tweet along: @rosiesiman / @360i / #SMWcontent

Tweets

Status Updates

Blog Posts

Newsletter

Sound Bite

Altered Image/Meme

Poll/Survey

Video Clip

Slideshare Presentation

Podcast

Short Film

Magazine

Lecture

Infographic

Widget

Webinar

Whitepaper

E-Book

Transmedia/ARG Experience

WTF is content marketing?

THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER

CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.

RESEARCH/LISTENING

APPROVALS

PLANNING CREATION

DEVELOPMENT

PUBLISHING

OPTIMIZATION

WTF is content marketing?

THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER

CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.

RESEARCH/LISTENING

APPROVALS

PLANNING CREATION

DEVELOPMENT

PUBLISHING

OPTIMIZATION

Why are we here today?

CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT

Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010

Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012

Consumers are more familiar with self-publishing tools

And they’re creating content that often outperforms brands’

And then there’s this whole curation thing

Image Credit: Corrine W

It doesn’t look like it’s going away

CeeLo Green & Maria Popova. On the same slide.

Consumers are loving it

So how can brands join in?

Three key pillars1 // CONTENT DEVELOPMENT2 // SYNDICATION + DISTRIBUTION3 // OPTIMIZATION.

Content development should include stock & flow.

1 // Content Development

Develop a content marketing framework.

What this means for your brand:

1A // A brief pause to dissect “stock” & “flow”

STOCK“Stock is the durable stuff. It’sthe content you producethat’s as interesting in twomonths (or two years) as it is today.”

FLOW“Flow is the feed. It’s the

posts and the tweets. It’s thestream of daily and sub-daily

updates that remind peoplethat you exist.”

+(CREATION AND CURATION OF):

1A // A brief pause to dissect “stock” & “flow”

Micro Base Hero Superhero

Tweets

Status Updates

Blog Posts

Newsletter

Sound Bite

Altered Image/Meme

Poll/Survey

Video Clip

Slideshare Presentation

Podcast

Short Film/Edited Video

Magazine

Lecture

Infographic

Widget

Webinar

Whitepaper

E-Book

Transmedia/ARG Experience

(Typically) Flow (Typically) Stock

1A // Oreo’s Daily Twists were timely & relevant

The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced

1A // Select topics with higher perceived interest had interactive elements

1 // You need a content strategy

TARGET

TARGET CONTENT BUCKETS

CONTENT EXAMPLES

CROSS PROMOTION

Don’t assume that if you build it they will come.

2 // Syndication & Distribution

Optimize paid, owned & earned media.

2 // Investigate your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”

http://www.unrulymedia.com/wall-fame

7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/

2 // Investigate your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”

http://www.unrulymedia.com/wall-fame

7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/

2 // Build in cultural relevance to leverage earned media

Calvin Klein partnered with FashGIF to create GIFs of their new collection

2 // A well-defined voice can also help make content sticky

TONE LANGUAGEPERSONALITY CONTENTYou’ll want to make sure you’re authentic – but by outlining personality traits

and acting more like a person and less like a

corporation, you’re giving your community a reason to

engage.

It’s not just what you say

and how you say it, but what

you share. Defining your

brand’s social tone of voice

will help set standards for

content creation and

curation.

Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth

Tone may change based on content or audience, but those changes should be nuance – An overarching tone will set the stage of

how you behave.

Personality and tone can be

interpreted differently.

Setting linguistic guidelines

will help all content creators

have specific rules they can

check themselves against.

+ // Additional reading available

Source: 360i Report Paid and Earned Media: Building an Integrated Strategy

http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/

Use data to help you optimize content.

3 // Optimization

Build a feedback loop into your process.

3 // Consider social listening

Oh, and brands are catching on.

Fast Company ties in e-commerce

Fast Company curated a pop up shop through flash sale site Fab.com

Amex harnesses the power of small business owners

Amex has curated a social media resource hub for a community of small business owners.

Yellow Pages highlights brand utility

YellowPages’ “Yellow Chocolate” showed people just how useful they were no matter what you were trying to do.

Oscar Mayer entertains fans through participatory experiences

Oscar Mayer’s Bacon Barter sent Josh Sankey across the country with bricks of bacon - and created content throughout his adventure.

So I leave here & do what?

So I leave here & do what?1 // LISTEN2 // PLAN3 // BE NIMBLE4 // MEASURE & SHOWCASE SUCCESS.

Listen: Ask your community manager to share insights

4.5k Likes226 Shares

4.5k Likes226 Shares10k Likes431 Shares

Plan: Build a team & put a plan on paper

RESEARCH/LISTENING

RESEARCH/LISTENING PLANNING

RESEARCH/LISTENING PLANNING DEVELOPMENT

RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION

RESEARCH/LISTENING PLANNING DEVELOPMENT EXECUTION APPROVALS

DIGITAL ANTHRO-POLOGIST

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

PLANNING DEVELOPMENT EXECUTION APPROVALS

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

PLANNING DEVELOPMENT EXECUTION APPROVALS

STRATEGIST

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

PLANNING DEVELOPMENT EXECUTION

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

APPROVALS

STRATEGIST

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

RESEARCH/LISTENING APPROVALSPLANNING EXECUTIONDEVELOPMENT

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

INFORMATION ARCHITECT

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

ILLUSTRATOR/DESIGNER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

INFO-GRAPHICS

BEHIND-THE-

SCENES

PARTNERSHIPS

VENDORS

CONTENTTEMPLATES

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

INFO-GRAPHICS

BEHIND-THE-

SCENES

PARTNERSHIPS

VENDORS

CONTENTTEMPLATES

CLIENT

CLIENTLEGAL

AGENCYLEGAL

RESEARCH/LISTENING

SHOP-ALONGS

SOCIAL LISTENING

CONSUMER JOURNEY

BRANDVOICE

CONTENTSTRATEGY

CAMPAIGNSTRATEGIES

CONTENTBUCKETS

CONTENTCALENDAR

PRODUCER

VIDEO-GRAPHER

APPROVALS

STRATEGIST

COMMUNITY MANAGER

CONTENT MANAGER

REPORTING

BRANDVOICE

INFO-GRAPHICS

BEHIND-THE-

SCENES

PARTNERSHIPS

VENDORS

CONTENTTEMPLATES

CLIENT

CLIENTLEGAL

AGENCYLEGAL

Be Nimble: Create a simplified approval process

... & pay attention to the world around you

FASTER CONTENT APPROVALS

UNDERSTANDTHE RULES

(Cultural relevance fades fast)

Search Volume for “Binders of Women”

Measure & Showcase Success: Focus on what matters.

“Rules are what the artist breaks; the most memorable work never emerged from a formula.”

BUT REMEMBER...

Tying it all back together.

CHANGE AGENTDigital platforms are empowering consumers

to create, curate and share more content. As a result, content is becoming central to

how people interact online – with each other and with brands.

MARKETING IMPACTContent is a powerful way to connect with people

in the same ways they are already connecting with each other. Successful programs will create

cultural relevancy + open the door to conversations with their customers.

CHALLENGESContent marketing is an evolving space that is

not so easily defined. It’s not just about creating great content – it’s about making sure you deliver it in the right environments, to the

right audience, at the right time.

NEXT STEPSDevelop a content strategy that addresses the three key pillars: content development;

architecture and optimization.

Let’s be on the same team.

What’s your word?

THANK YOU!

...& a shameless plug:thetuesdayten.com

<3 @rosiesimanhttp://bit.ly/360iSMWcontent

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