engage prague 2017 - paul macrum, truffle pig
TRANSCRIPT
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The piG
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BraND STRATEGY MODERN CREATIVE EVERYDay publishing
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I t ’ s f o r t h e AU D I E N C E
The audience is the only reason why we’re here and we’re always
reading the room. We want to fill the house, have them come back for
more and rave to their friends.
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E v e ry p o s t i s a s h ow
And it should never get old. If we’re lucky enough to have fans
follow us on multiple platforms why would play a rerun?
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s c a l e d f o r e v e ry day
Budgets that aren’t climbing down from the costs of a 30 but
climbing up from what our interns did on their lunch break.
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s p e e d t h at m atc h e s t h e wo r l d
And the newsfeed and the audience…
c o n s ta n t ly T e s t i n g
Art informed by science. Taking risks. Doubling-down.
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Trusted by iconic brands and content experts
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THE FRAMEWORK
GE REPORTS TUMBLR FACEBOOK INSTAGRAM TWITTERSNAPCHAT LINKEDIN
Navigating complexityAt GE we faced the challenge of reaching multiple audiences with a blend of stories on a global basis.
All while reinventing the brand and publishing across a never-ending array of new platforms.
the editorial sweet spot
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What you care aboutWhat your audience
cares about
Where great
content lives
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Simple goal Exercise
GET
TO
BY
Target Audience
Desired Action
Central Message
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measuring performance
leading indicators
Engagement
Click-through
All content can and should be measured. Every content campaign should include a “data brief” that includes performance benchmarks, agreed-upon
analytics tools, format specifications and measurement frequency.
lagging indicators
Brand Lift
Commercial PerformanceSentiment
Paid efficiency
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Value Prop Value Prop Value Prop
Three core pillars you will bring to life.
ChannelsAudience Focus FeaturesMessaging Lens
OPPORTUNITY & STRATEGIC OBJECTIVES
AUDIENCE TAKEAWAY
What channels exist? Where is your white space?
Who is the content for? What defines them?
What must the content accomplish? What is out of scope?
What are the key pillars of communication?
What are the content types and features?
What is the voice, style and approach?
strategic content inputs DEFINING A PLAN
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developing a content lens WHAT DO YOU NOW SOUND LIKE?
Corporate
Insider
Matter-of-fact
Hard Sell
Internally-focused
Outsider
Playful
Inspiration
In the zeitgeist
Accessible
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STRATEGIC GOVERNANCE FROM HIGH-LEVEL, LONG-TERM ALIGNMENT TO DAILY OPERATIONS
STRATEGY PHASE ALIGN BUILD PLAN IMPLEMENT MANAGE EVALUATE
TASKS
TEAMS
OBJECTIVE
WAYS OF WORKING
Translation of business and
brand strategy into
comprehensive content
programs
Creation of the strategic
roadmap and high-level content
approach
Development of editorial and content plan
across channels
Deploy content strategy, set up
tools and process and
manage monthly editorial meetings
Manage content strategy
implementation on daily basis and support
all teams
Measure content
performance and analyze strategy for consistent evaluation
TEAMSStrategic Board
and Editorial Board
Managing Editors & Producers
Strategic Board and Editorial
Board (Quarterly)
Editorial Board
Managing Editors &
Producers
Editorial Board
Align objectives, define KPIs and
give visibility
Collate objectives and create strategic
roadmap
Map out editorial calendar and share
pipeline with all relevant teams
Deploy actions and activate teams
Lead day-to-day implementation
of all actions according to process
Gather and analyze date and extract
actionable insights for pivots & optimization
Yearly board meeting
Yearly strategic meeting
Quarterly workshop
Monthly content meetings and creative binge
session
Weekly meetings, binge sessions,
and reports
Monthly editorial board meeting / Quarterly report
to board
EXAMPLE
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sample editorial process EXAMPLE
Determine Editorial Priorities Each month, review pitches and identify priority ideas
Determine Medium And Channel EDITORIAL // Long-form, short-form, listicle, explainers, simple charts, graphs, etc. MULTIMEDIA // Video, infographics, motion graphics, GIFs, original images, image galleries, etc.
Conduct Interviews // Research Research subject matter, interview/film sources
Produce Draft Write/edit/illustrate first draft of content
Review With Content Team, Legal & Internal Subject-Matter Expert
Revise per feedback
Publish & Distribute Publish to intranet, app, or social platform Identify other platforms for cross-promotion Review results monthly and incorporate learnings in next round of content ideation and creation
Generate Ideas On ongoing basis, team generates original and re-packaged content ideas based on any announcements, events, employee feedback, trending topics
MEDIUM
Editorial Planning
Content Ideation & Selection
Interviews/ Research
Production Review Revisions Review Publish
ChannelSelection
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developing a content calendar DEFINING A PLAN
• Social media is ‘always-on’ - people check in
multiple times per day for updates and new
content is prioritized in the feed.
• You will have to develop a publication cadence
to suit its audience’s appetite for social content
while keeping the content itself relevant and
exciting.
• Creative tools - animation, visual effects, bitmoji
• Live event coverage strategy
• Global vs. local stories
• Coverage of different departments, offices, levels
of seniority
• Breaking news coverage
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A PUBLISHER’S RHYTHM
As a content agency embedded the daily publishing process we set up our content
rhythm for the rapid pace of social media - we quickly turn great ideas into exciting
conversation starters across social platforms.
WEEKLY TIMELINE
Content materials received
1 day concept creation
1 day client approval (if needed)
1 day copy & creation
3 day client revisions and approval
4 hour revisions
4 hour final client approval
Post to social
Total Time: 7 days
DAILY TIMELINE
Content materials received
1 hour internal review
45 minute concept/copy creation
45 minute client approval
15 minute revisions
1 hour 45 minute post creation
45 minute client approval
15 minute revisions
Post to social
Total Time: 5 Hours
LIVE EVENTS TIMELINE
Awareness of event
1 day concept
1 day client approval
1 script/ shot list creation
Define day of event approval process
Day of Event
Capture script/shot list
Work through approvals
Post!
Total Time: Varies based on advance notice
BUILDing your own FRAMEWORK
Foundation Building
• 15 mins - Pick a company from your group, complete the Get-To-By goal framework, identify three Content Pillars, focus your
Content Lens and inventory your strategic inputs. Set a KPI.
Ideation
• 10 mins - Write out as many stories ideas as possible that could live on your social media. Use both your own stories - upcoming
big announcements, smaller news, product features - and stories of interest to your audience - trade, technology, lifestyle,
events.
Select Topics, Set Channels & Schedule
• 10 mins - Pick three favorites and decide where it would live on (Facebook, Instagram, etc.) and in what format (video, article,
etc.). Identify whether you plan to use paid distribution or organic only.
Content Creation
• 10 mins - Draw a rough mockup or write a treatment of what the post would look like. How would you adapt it to work within
each channel? What do you expect the user to do? Does it meet your Get-To-By goal framework?
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THANKS
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WORKSHEETS
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SET GOAL
GET
TO
BY
Target Audience
Desired Action
Central Message
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Three core pillars you will bring to life.
Value Prop Value Prop Value Prop
Focusing your content lens WHAT DO YOU NOW SOUND LIKE? WHAT DO YOU WANT TO BE?
Corporate
Insider
Matter-of-fact
Hard Sell
Internally-focused
Outsider
Playful
Inspiration
In the zeitgeist
Accessible
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Channels
Audience
Focus
Features
Messaging
Lens
What channels exist? Where is your white space?
Who is the content for? What defines them?
What must the content accomplish? What is out of scope?
What are the key pillars of communication?
What are the content types and features?
What is the voice, style and approach?
strategic content inputs DEFINING A PLAN
WHICH SOCIAL PLATFORMS?
Primary Audience Post Style (User Intent) Tone For You?
Gen X & MillenialsMix of entertainment
(shareable, feel-good) and information (news, advice)
Human
Professionals (Gen X & Millennials)
Provide solutions (how-to), dig into a problem (reasons-why),
personal story (why-I)Professional/Expert
MillennialsSnackable intelligence:
Questions, facts & figures, use of trending hashtags
Conversational
Gen Z, MillennialsHighly visual, drive to longer
content, use of trending hashtags
Aspirational
Gen Z, MillennialsOrganic stories and sponsored
geo filters. Snackable exclusives
Irreverent & Relatable
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measuring performance WHAT WILL YOU TRACK?
leading indicators
Engagement
Click-through
lagging indicators
Brand Lift
Commercial Performance
Sentiment
Paid efficiency
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Content ideas
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Content ideas
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Content ideas
Content calendar ADD IN GOVERNANCE MEETINGS & EXAMPLE CONTENT
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SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
WEEK 1
WEEK 2
WEEK 3
WEEK 4
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REFERENCE HANDOUTS
BUILDing your own FRAMEWORK
Foundation Building
• 15 mins - Pick a company from your group, complete the Get-To-By goal framework, identify three Content Pillars, focus your
Content Lens and inventory your strategic inputs. Set a KPI.
Ideation
• 10 mins - Write out as many stories ideas as possible that could live on your social media. Use both your own stories - upcoming
big announcements, smaller news, product features - and stories of interest to your audience - trade, technology, lifestyle,
events.
Select Topics, Set Channels & Schedule
• 10 mins - Pick three favorites and decide where it would live on (Facebook, Instagram, etc.) and in what format (video, article,
etc.). Identify whether you plan to use paid distribution or organic only.
Content Creation
• 10 mins - Draw a rough mockup or write a treatment of what the post would look like. How would you adapt it to work within
each channel? What do you expect the user to do? Does it meet your Get-To-By goal framework?
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LINKEDINPROFESSIONAL NETWORKING, JOB SEARCH, THOUGHT LEADERSHIP
Demographics
% o
f U.S
. Int
erne
t U
sers
in E
ach
Gro
up
0%
10%
20%
30%
40%
18 - 29 30-49 50-64 65+
20%24%
33%34%
Source: 2016 Nielsen Social Media Report
of users on LinkedIn do not have a Facebook account
of all U.S. adults use LinkedIn25%
13%
Users spend an average of 17 minutes each month on LinkedIn
LinkedIn Company Page Share company news, industry articles, thought leadership pieces, or ask followers to weigh in on hot topics.
Audience and Targeting Public - LinkedIn Company Pages are typically used for corporate communications, recruiting and lead generation
However, employees are 70 percent more likely to engage with your Company Updates, according to LinkedIn.
You can share updates with all followers or target an audience by geography, job function, industry, company size, or seniority.
Measurement Track impressions and engagement on posts, follower growth, and trends.
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PROFESSIONAL NETWORKING, JOB SEARCH, THOUGHT LEADERSHIP
The Life Tab Launched in October 2016, the ‘Life’ tab on your page allows organizations to showcase articles and photos created by employees alongside videos, photos and posts from your communications team.
Content Modules Employee Perspectives: long-form written posts Photo Gallery: photos by company and employees Company Leaders: featured profiles of key leaders Automated Company Insights: aggregate data on company and culture Hero banner: photo or video to showcase culture
Audience and Targeting Public Visitors can explore content tailored by job function and geography, and interest areas like diversity or veterans.
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TWITTERSTAYING RELEVANT WITH 140 CHARACTERS OF REAL-TIME, OPINIONATED CONTENT
Demographics
% o
f U.S
. Int
erne
t U
sers
in E
ach
Gro
up
0%
10%
20%
30%
40%
18 - 29 30-49 50-64 65+
10%
21%23%
36%
Source: 2016 Nielsen Social Media Report
Users spend an average of 20 minutes each month on Twitter
Twitter Share company news, employee and executive thought leadership pieces, photos, gifs, videos Retweet content from other company and employee handles Opportunity for conversations via replies
Audience and Targeting Public
Targeting only available via paid media
Use hashtags for higher reach and engagement
Measurement Track impressions and engagement on tweets, page visits and follower growth, mentions
of all U.S. adults use Twitter21%
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INSTAGRAMSHARE YOUR DISTINCT VISUAL IDENTITY
Demographics
% o
f U.S
. Int
erne
t U
sers
in E
ach
Gro
up
0%
25%
50%
75%
18 - 29 30-49 50-64 65+
8%18%
33%
59%
Source: 2016 Nielsen Social Media Report
Users spend an average of 21 minutes per day on Instagram
Instagram Craft a visual identity and share your message via photos, videos and live or disappearing vertical video Instagram Stories have additional creative features, e.g. links, stickers (inc. location-based stickers) and drawing tools.
Audience and Targeting Public - personal accounts can be set to accept/reject follower requests but lack the reporting insights of Instagram for Business accounts Can turn on or off commenting by post No targeting for organic posts - can target users via paid media
Measurement Instagram Insights provides reach, impressions, profile views, click through, timing trends, and follower data (gender, location, age range)
of all U.S. adults use Instagram28%
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FACEBOOKTHE SOCIAL - AND MEDIA - NETWORK
Demographics
% o
f U.S
. Int
erne
t U
sers
in E
ach
Gro
up
0%
25%
50%
75%
100%
18 - 29 30-49 50-64 65+
62%72%
84%88%
Source: 2016 Nielsen Social Media Report
Users spend an average of 40 minutes per day on Facebook
Facebook Share photos, videos, live video, articles, infographics, gifs and status updates. Note: visual assets work best on the platform. Facebook Pages also have sub-pages to post jobs and list events.
Audience and Targeting Public - anyone can like or follow a business’ page to see posts by the company in their newsfeed going forward
Can turn off commenting and only allow private messaging via Facebook Page
No targeting for organic posts - can target Facebook users via paid media
Measurement Facebook provides robust metrics for organic interactions and detailed insights for paid activity on the site. Metrics include page likes and views, actions on the page, video views, reach and engagement.
Facebook Workplace Facebook launched Facebook Workplace (a revision of Facebook at Work) in Q4 2016. This enterprise collaboration tool is distinct from Facebook and users have entirely distinct profiles on the two platforms.
of all U.S. adults use Facebook68%
ACTIVATING ON SNAPCHAT
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• :10 skippable videos & images • Swipe up to engage • Targeted
• National or geo-fenced • Not targetable beyond geo-fencing
• National (no target or geo-fence) • Six week lead time
• Organic handle, username, URL & QR Snapcode
• No Snapchat user directory - cross-channel promotion is key
~70% watch with sound (vs. 15% on Facebook)
5X higher avg. CTR than comparable platforms
National sponsored filter typically reaches 40% to 60%
of daily Snapchatters
On average, Snapchatters play with a sponsored lens
for 20 seconds
Truffle Pig clients see higher fan reach per post on
Snapchat vs. other platforms
ADS LENSES FILTERS ORGANIC
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easy for users, hard for companies THE MOST COMMON MISTAKES WE SEE ON SNAPCHAT:
• Failing to establish a brand strategy - who will you reach? with what message? how will you communicate your company values?
• Recycling content from websites, Facebook or Instagram without customizing to the platform - content should be tailored to user intent
• Giving the intern an iPhone - shaky, uncentered footage and poor lighting diminish the viewer’s experience
• Winging it - unscripted, unplanned Snapchat stories don’t engage viewers nor do they effectively communicate your narrative
• Using influencers without proper coaching - whether it’s a Hollywood celebrity or your CEO, an influencer needs a compelling storyline that balances scripting and spontaneity to engage your audience
• Creating a photo gallery as event coverage- most Snapchat users don’t want to see 60 photos of a conference or a red carpet that could live as a slideshow on a website
• Branding at any cost - giving a user a great Snapchat experience goes further than prominent product placement and huge logos SNOOZE.
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MEASUREMENT & PRIVACYXXX NEW FOLLOWER GROWTH
Measurement
Snapchat and partners provide measurement of paid media, e.g. snap ads and geofilters
Snapchat does not currently provide insights for organic channels but 3rd party solutions like Truffle Pig Partner Snaplytics measure story performance and follower growth
Followers: follower count, new followers, added by snapcode, username, add back, suggestion or link
Stories: views, opens, screenshots, completion rate, open rate, benchmarks by industry vertical and across all Snaplytics accounts, competitor tracking
Privacy
Snapchat does not currently have a robust search function for finding and adding friends - users typically need to know your snapcode or username to follow you on the platform. Additional security features include:
Choose to accept or reject friends
Decide which followers can see your stories and chat with you