Embed Size (px)
DESCRIPTION
Create high-impact content at a higher velocity. Remember when you had weeks—or even months—to plan, produce and perfect your videos, articles and brochures? If you ever had that luxury, those days are gone. Anyone with a smartphone and a bit of creativity can shoot decent video and share it with the world in a matter of minutes. See how top brands, bloggers and media outlets are producing high-impact content at higher velocity, and get expert tips for feeding your own content beast. OMI course: http://www.onlinemarketinginstitute.org/classes-2/real-time-or-die-feeding-the-content-beast/
Citation preview
Real Time or Die:Feeding the Social Content Beast
Carmen HillContent Director
Babcock & Jenkins
Today You Will Learn
• Why real-time content should be a key part of your marketing strategy
• How other businesses are finding creative ways to feed the content beast
• How to plan for and produce real-time content, even if content is not your core business
Carmen Hill
Content & Social Media Director
Babcock & Jenkins
Follow me on Twitter: @carmenhill
About Me
Agenda• Real-time reality: industry trends• Real-world B2B and B2C examples• Real-time strategies • Real-time tactics and tools
REAL-TIME REALITYContent at the speed of news
“It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.”
— David Meerman Scott
What’s Driving the Need for Speed?
• Mobile, multi-screen world
• Social media• 24/7 news cycle
What’s Driving the Need for Speed?
Feeding the Beast
“The rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction…
Feeding the Beast
“Brands will need to create an enormous amount of useful, appealing, and timely content.”— Baba Shetty & Jerry Wind, Harvard Business Review
“There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content.”
— Jacque Bughin, McKinsey
What Is Real-Time Content?
• Now: unexpected opportunities– Breaking news and live events– Social mentions
• Near now: expected opportunities– “Scheduled news” (research, data release, etc.)– Industry events (e.g., conferences, tradeshows)
• Future now: created opportunities– News and data you make yourself– Memes
REAL TIME. REAL WORLD.How real B2B and B2C brands are seizing the moment
Breaking News & Events
“Unplanned real-time moments humanize brands.”
— Adam Bain, President, Global Revenue, Twitter
Social Mentions
Real-Time Data
• ADP processes payrolls for about 25 million workers
• Uses data to create monthly reports about employment trends in the U.S.
• Releases via multiple channels two days before government report
Real-Time Data
“We do lots of different things at ADP beside payroll. By producing this content, people know more about us. We become part of the consideration set.”
— Matt Petitjean
VP-corporate marketing
Automatic Data Processing
Source: B-to-B Magazine
Anticipated News
Source: Google
Event Coverage
Created News
What YOU can do:
• “Cover” relevant industry events– Live tweets and blog posts– Interviews with speakers and noted attendees– Trade show highlights (video, images,
reviews)
• Add key research reports to your editorial calendar and create content around them
• Create your own news
REAL-TIME STRATEGIESPlan in advance. Act in the moment.
Improvise… with a Plan
Goals & Objectives
Audience Insights
Listen & Learn
Guidelines &
Governance
Start with Goals & Objectives
Audience Insights
• Who is your target audience?
• What do they care about?
• What are they talking about?
• Where are their “watering holes”?
Social Content Calendar
Source: Hubspot
Guidelines & Governance
Reward
Risk
Source: Bryan Boettger, Chief Creative Officer of The Buddy Group
REAL-TIME TOOLSKeeping your ear to the ground for content opportunities
Move The Needle
Move The Needle
Create—or update—your editorial calendar to include real-time social content
• Add events and assign someone to cover• Identify 3-5 topics to follow• Meet with legal and brand reviewers
Get Started
1. Listen before you speak.2. Think like a reporter—with a nose for news. 3. Respond quickly, but with intention. 4. To act in real time, you have to plan in advance.5. Some organizational change may be required.
Key Takeaways
www.onlinemarketinginstitute.org
Thank You!
Learn more at
