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Topic: Don’t go social without content Simon will be talking about the importance of a strong content marketing strategy when using social media as a marketing platform. He will be discussing real time engagement, user generated content, identifying influencers and the merge of social media and PR, using real life case studies from a selection of small and large clients. Key Takeaways: Social channels shouldn’t have a ‘one solution fits all’ strategy. Different Social platforms require different strategies How to manipulate engagement levels as well as user sentiment across Social Real life examples of how to target key influencers across Social Examples of how we report to a mixture of clients
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Don’t go social… without content
Simon Jenkins – Head of Social Media
Red Rocket Media
@SimonJenkins09@RedRocketMedia
Search Marketing
Marketing Strategy
Social Media & Content Marketing
CRM and Marketing Automation Software
@SimonJenkins09@RedRocketMedia
Traditional views
“If social media is the cup… content is the coffee”
Anonymous, 2012.
@SimonJenkins09@RedRocketMedia
Content
All social channels require content: It is the type of content and its tone that is the differentiator.
Content can make people: cry / laugh / trust you / hate you / buy from you / buy from someone else / report you…
There are no concrete rules. Content is subjective.
Think about Rihanna’s bum!
Content draws emotion – as a social media & content marketing agency, our aim is to shape that emotion.
@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
Content is subjective
How can we ensure that content has the maximum appeal, to the maximum amount of people?
@SimonJenkins09@RedRocketMedia
NO please stop
@SimonJenkins09@RedRocketMedia
Social media is scalable… what happens if we zoom out?
@SimonJenkins09@RedRocketMedia
1. Who do we want our content to be seen by…?
2. What do our fans / followers want…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Spike in traffic… which didn’t drop immediately. WHY?
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Content
Well written content:
-Team of journalists -Editorial calendars-Nurturing of social relationships-Monitoring of influencers -Treating each piece of content as a stand-alone article
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Same pattern, but aimed at a localised influencer: Teesside Gazette
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
What do our fans / followers want?
The ‘what you YOU want’ theory
@SimonJenkins09@RedRocketMedia
Incredibly engaged fan base across Twitter > Facebook > Google+
However, people are very opinionated about their dogs and thus the content
Some content was receiving negative engagement (pictures > how to > tips)
To overcome the issue, we turned our content strategy on its head
What do our fans / followers want?@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
Top 5 most engaged posts of 2013
100% positive sentiment
Largest reach of 2013
@SimonJenkins09@RedRocketMedia
Top 10 running destinations
@SimonJenkins09@RedRocketMedia
When all of these things work together, MOMENTUM is created…
@SimonJenkins09@RedRocketMedia
Thank you
@SimonJenkins09 @RedRocketMedia
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