Integrating Content with Social Media

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    09-May-2015

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  • 1.Integrating Contentwith Social MediaPam Didner (@pamdidner)Global Integrated Marketing Manager1

2. Sit Back for a Minute and Relax... http://www.youtube.com/watch?v=4B36Lr0Unp42 3. Historically, content is marketings Job.PublishContent Finished Content*One-way CommunicationDelayed FeedbackBrands Have Little Distribution Power* External Facing Communication Materials3 4. Today, content is everyones job...without a clear owner. Publish ContentOriginalContent (MKT + Employees) Publish Content4 5. Publish ContentOriginalContent (MKT + Employees)CuratedContent Publish(Paid + Free)ContentTwo-WayCommunicationsInstant FeedbackEveryone Is a Distributor5 6. Align Content Strategy with MKT Objectives.For example Marketing Objective: Amazing thingshappen with Intel Inside.Content Strategy: Tell stories about howtechnology unleashes human potentials.Source: iq.intel.com6 7. Content SourcesProduct andHot andTrendingStories RelatedBrand NewsStories across to Events and the the WebCultural NOWCool-hunting Internally OriginalCurated Content Content Highlighting Companys Content VisionariesProduced Submissioninternallyfrom Employees Content fromPartners Hunt and source content with editorialplan and employee activation.Source: iq.intel.com7 8. Manage Content DifferentlyThinkBig... Distribute Small8 9. Think BigDistribute Small Keywords Address What and How Address Who the Influencers Are Timing Addresses When9 10. Think about Content Creation Differently Tell a Story Capture Everything Use Raw Footage WiselyNothing can replace a powerful idea!10 11. Examples of Think Big http://www.youtube.com/watch?v=fdJc1_IBKJA11 12. Capture EverythingBehind the Scenes VideoQ & A Video http://www.youtube.com/watch?v=CpCxIL3r5dM http://www.youtube.com/watch?v=jx5vugA7UuEVideos of Individual Jumpers http://www.youtube.com/watch?v=Iuv__-nyO1M Use Raw Footage to CreateVaried but Relevant Content.12 13. Create Content within Content13 14. Dont Create Just for the Sake of Creating...Create with a purposeAlign with your story or messaging.Keep it relevant to your products.Entertain your target audience.14 15. Distribute Small Worlds Largest Rope SwingQ & A videohttp://www.youtube.com/watch?v=4B36Lr0Unp415 16. Distribute Small Worlds Largest Rope SwingQ & A videohttp://www.youtube.com/watch?v=4B36Lr0Unp416 17. Distribute Small Worlds Largest Rope SwingQ & A videohttp://www.youtube.com/watch?v=4B36Lr0Unp417 18. Distribute Small Worlds Largest Rope SwingQ & A videohttp://www.youtube.com/watch?v=4B36Lr0Unp418 19. Distribute Small Worlds Largest Rope Swing7 Posts Behind-the-Scenes Video2 Posts Q & A Video3 Posts Individual Jump Videos 5 Posts TOTAL17 Posts Teaser, Status Updates and Follow-up,Yet Linked to the Same Content19 20. Is this only one piece of content?http://visual.ly/top-10-most-expensive-paintings-ever-sold20 21. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold21 22. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold22 23. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold23 24. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold24 25. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold25 26. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold26 27. Is this only one piece of content? (close-up)http://visual.ly/top-10-most-expensive-paintings-ever-sold27 28. Distribute Small Infographic1 Points of Interest10 Graph2 TOTAL 1328 29. Distribute Small Infographic1 Infographic1 Points of Interest10 Points of Interest: 10 x 3 30 Graph2 Graphic: 2 x 5 10 TOTAL 13 TOTAL41 Maximize your content through multiple, creative exposures to continue driving buzz and engagement.29 30. Three Key Takeaways Align Content with Marketing Objectives. Create Content within Content. Think Big! Distribute Small!30