SXSW Interactive 2015 Highlights

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Post on 15-Jul-2015

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  • SXSW INTERACTIVE 2015Highlights Relevant to Our Communications

  • CONTENT MARKETING

  • HIGH EFFORT CONTENT

    Costs the most.

    Moves visit traffic to lead

    Examples: Blog, paid content, video

  • MEDIUM EFFORT CONTENT

    Performs best for search engine optimization

    Higher visit to lead conversion

    Example: Q & A

  • LOW EFFORT CONTENT 9.1% conversion from visit

    to lead

    13.5% conversion rate from lead to customer

    Best for cross-channel distribution

    Examples: user-generated content, curated content

  • HOW MUCH CONTENT DO YOU NEED?

    Content Categories

    Audience Personas

    X Stages in Sale Funnel

    # of Content Pieces

  • WHERE DO YOU FOCUS?

    Have communications managers & content creators focused on what type of stuff works best for your goals.

    Aggregate content. Its not possible to create it all yourself.

    Leverage internal resources.

  • CONTENT CODE STRATEGY

    Three Steps

    1. Find an un-saturated niche.

    2. Conduct an aggressive strategy based on key words.

    3. Nurture an audience to ignite by paying attention. Image credit: amazon.com

  • Six Elements of the Content Code

    1. Brand Development (Build trust by being true to self, consistent and serving the audience.)

    2. Audience & Influencers (Identify your top 2% who will share your content.)

    3. Distribution, Advertising, Promotion & SEO

    4. Authority

    5. Social Proof & Social Signals

    6. Shareability of the Content

  • AUDIENCE

  • MILLENNIALS Want more transparency,

    attribution, community

    Want a craft, not a job - A job pays the rent. A craft leaves you feeling fulfilled. (See next slide.)

    50% of buyers by 2020

    Trust friends, not brands

    More likely to get news from multiple resources

    Image credit: Flickr User Ted Eytan

  • ZEN DIAGRAM

    Image credit: zendiagram.co

  • BE YOUR AUDIENCE Would you re-share it? If you

    wont, they wont either.

    Your voice = the sum of all parts (all platforms, all shared content - even if its curated from external sources)

    Always be on the lookout for potential brand ambassadors

    Image credit: Flickr User Marco Gomes

  • MESSAGE TIMING

    Dont worry about saturation. Twitter traffic is very episodic.

    Test, test, test.

    Image credit: Flickr User Janos Balazs

  • ANALYTICS

  • USING ANALYTICS

    Evergreen content - if its trending we can repackage.

    Look at trendline data and theme/vertical performance to guide future content.

    When testing, have a written hypothesis. Reiterate tests.

    Manual analytics are fine. If it works for PBS, it should work for us. It just takes more elbow grease.

  • TOOLS TO CHECK OUT Google Ripples

    Chart Beat

    Twitter Search w/ Geolocation

    Tabula

    Crowd Tangle

    Simple ChartsImage credit: Flickr User j

  • MANAGEMENT

  • MANAGING YOURCONTENT PRODUCTION

    Have a schedule, but be flexible.

    Have guidelines and/or an ethics contract.

    Provide best practice guidelines to staff.

    Image credit: Flickr User VFS Digital Design

  • HOW TO BE AN INNOVATOR Associational Thinking

    Add two things together.

    Catalytic Questioning

    Choose one challenge.

    Brainstorm questions only.

    Prioritize questions.

    Take action. Image credit: Flickr User James Bowe

  • CONTENT CREATION TIPS

  • GENERAL CONTENT TIPS Dont try to shoehorn

    content into a format in which it doesnt belong. Not everything should be a video.

    Have a standard brand design. Design serves as a proxy for the organization. Sloppy brand = sloppy organization. Image credit: Flickr User Anonymous Collective

  • FACEBOOK TIPS Decline in organic reach

    from brand pages.

    Fallen from 26% in 2011 to 6% in 2014.

    Could hit 0% by end of this calendar year.

    We cant rely on Facebook unless we look at paid ads. Image credit: Flickr User Maria Elena

  • TWITTER TIPSCHECK LIST FOR WRITING TWEETS

    Does the tweet have a singular goal?

    Does the tweet have a clear call-to-action?

    Did you include relevant hashtags?

    Have you leverage text over image?

    Does your copy say something different from your rich media?

    Did you include relevant @mentions?

    Will this tweet stand out from the crowd?

    Why would someone engage with us on this tweet?

  • VIDEO TIPS Upload videos to YouTube

    and Facebook natively. Dont just link on Facebook.

    Use Adobe Audition to edit out white noise from sound tracks.

    Launch day: YouTube & Facebook; blog post w/ embed; teasers on Vine & Instagram Image credit: Flickr User See-ming Lee

  • TOOLS TO CHECK OUT

    Canva - Add text to images for blogs, Pinterest, etc.

    Social Flow - Used by large brands to distribute content

    Medium - Alternative blog platform (long-form text driven)

    Tumblr - Alternative blog platform (image / meme drive)

    Storehouse - Described as Medium for photography

  • ADDITIONAL INFORMATION

  • FOR MORE DETAILS ON SELECT SESSIONS I ATTENDED: Blog post noting key takeaways per session

    Storify Recaps & Sketchnotes:

    Simple Ways to Massively Increase Content (featuring CBS Sports)

    New Media Ethics: Journalism in the Age of GIFS

  • Failure as a Creative Catalyst

    Behind the Social at PBS Largest Content Provider (featuring Masterpiece Theater, Antiques Roadshow, PRIs The World, and American Experience)

    The Art of Social Media (featuring Guy Kawasaki)

  • Social Media: Breaking News or Fixing News? (featuring Marketplace Radio, The New York Times, The Wall Street Journal, and The Associated Press.)

    Data-Driven Newsrooms That Dont Drive Off Writers (featuring Refinery29 & National Public Radio)

    Making Social Media POP! with Video (featuring Okay Samurai)

  • Big Picture Testing: Beyond the One-Off Result

    Captivology: The Science of Capturing Attention

    Fear and Creativity: Finding Your Craft

    Slacktivism: Monster or Myth?

  • NPR and PBS: Public Media, Reaching New Publics (featuring PBS Digital Studios & NPRs Code Switch)

    The Case for Design Thinking in Communications

    Telling Stories with Visualization and Interactivity(featuring The New York Times)

  • Beyond 140 Characters: How to Stretch Your Limits (featuring Twitter, RGA and Big Fuel)

    Content is the Starting Line, Not the Finish Line

    Wheres Waldos Voice: Social Media for Mascots(featuring AFLAC and Chick-fil-A)

  • The Innovators DNA: The Five Innovation Skills (featuring Hal Gregersen of the MIT Leadership Center)

    Breaking the News in the Age of Snapchat(featuring Dan Rather, Andrew Bleeker, & Former White House Sr. Advisor Dan Pfeiffer)

    Infinity and Beyond: Pixar 20 Years Since Toy Story (featuring Pixar executives)