From Wastelands to Wuthering Heights

Judith Denkmayr & Richard Hemmer DIGITAL AFFAIRS

the rocky road to great social media content

cc: flickr.com

/p

ho

tos/

bram

me

tje

In the beginning was the word...

cc: flickr.com

/p

ho

tos/

jdh

anco

ck

SOCIAL(media)

Content for social media was a wasteland

cc: flickr.com

/p

ho

tos/

eflo

n

Companies were used to sending

cc: flickr.com

/p

ho

tos/

eflo

n

And shouting

cc: flickr.com

/p

ho

tos/

eflo

n

cc: flickr.com/photos/dno1967b

Not engagingNot interestingNot the right channels

cc: flickr.com

/p

ho

tos/

eflo

n

The Gone with the Wind Phase

cc: flickr.com

/p

ho

tos/

jezarn

old

The iPad Strategy

cc: flickr.com

/p

ho

tos/

jezarn

old

cc: flickr.com

/p

ho

tos/

jezarn

old

The iPad StrategyA testament to lack of visionBrings in fans from all over the placeNot sustainable

cc: flickr.com

/p

ho

tos/

jezarn

old

The Very Hungry Caterpillar

Not authenticLazyNot sustainable

Much ado about nothing

Everyone does itIt’s not relevantNobody cares

Wuthering Heights

cc: flickr.com

/p

ho

tos/

dan

scurtu

cc: flickr.com

/p

ho

tos/

dan

scurtu

cc: flickr.com

/p

ho

tos/

dan

scurtu

cc: flickr.com

/p

ho

tos/

dan

scurtu

But: Not all’s well that ends well

cc: flickr.com

/p

ho

tos/

dan

scurtu

cc: flickr.com

/p

ho

tos/

dan

scurtu

So, how do I find my sweet spot?

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Don’t be afraid to check out your competitors

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

EditorContent CreatorContent ProducersDon’t forget:Assign Responsibilities

Set up your team

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Define where and how to address your audience

TonalityContent types PlatformsFrequency

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Find the content that adds value

Information?Brand stories?Servicing?

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Test, Analyse and Evaluate

What’s working and what isn’t?Do I need ads to boostmy reach?Which are the KPIs I want to keep track of?

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Added Value

Frequency

Format

Platform

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

Remember…

….your content always has to compete with the cutest kitten alive!

Addd Value

Frequency

Format

Platform

cc: Ch

ina W

orld

Ho

tel, B

ejin

g

FinallyDon’t waste your time

-and that of your customers

Please don’t!

Smart Content Day 2014October 23rd, 2014at the Orangerie SchönbrunnSchönbrunner Schloßstrasse 47, 1130 Vienna, Austriahttp://smart-content-day.com/