Content strategy & social media

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Integrating Social Media & Content Strategy

Tim Callington

Director of Digital, Edelman

21 November 2013

Navigating complex environments

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You

Expectations of transparency and immediacy

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The answer to both lies in content

4Flickr / Watchonista

Is social media relevant in the Defence sector?

5Financial Times

Brands are inherently communities

• Montage of brand logos

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Content inspires affinity for the brand

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Create social experiences

8Flickr / JeanineAnderson

The Guardian

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GE

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Philips

• Homepage

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Your greatest advocates of all?

12Flickr / Defence Images

The value of “someone like me”

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Intel

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Content as social currency

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Brand

Authority

Informa-tion

Utility

Network

Identity

Entertain-ment

Rational Emotional

Value is everywhere

• Novartis visual imagery – heritage content and images produced today

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Authority

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HELPS OR INSPIRES PEOPLE TO CONNECT THROUGH EXPERT INVOLVEMENT

InformationENHANCE KNOWLEDGE OF COMMUNITY ON TOPICS THEY CARE ABOUT

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UtilityPRACTICAL USE TO A PERSON OR COMMUNITY

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NetworkEXTEND NETWORK AND ENRICH RELATIONSHIPS

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IdentityAFFIRM IDENTITY THROUGH BRAND AFFILIATION

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EntertainmentCREATES AN EMOTIONAL CONNECTION BY ENTERTAINING, EXCITING OR INSPIRING

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Integrated skills

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CREATE AND CURATE CONTENT

ENGAGE COMMUNITY

DEVELOP MEDIA STRATEGY

AMPLIFY AND EXTEND CONVERSATIONS

SOCIAL MONITORING

INSIGHTS AND ANALYSIS

TRACK TOWARDS KPIS

REAL TIMECONCEPT ANDCREATE VISUALS

COPYWRITING

Thank you

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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

THANK YOU