CONTENT CREATION

SOCIAL MEDIA,ANDENGAGEMENT

DANIEL SOLLERO • @DSOLLERO

BUILT THE INTERNET

PEOPLE, CONTENTAND COMMON INTERESTS

CONTENT AS SOCIAL CURRENCYWE REPEATED HOW WE’VE SHARED CONTENT OFFLINE

THE QUALITY OF OUR CONTENT THROUGH TIME BUILT, CHANGED AND REINFORCED HOW WE WERE PERCEIVED

CONTENT

TO CONQUER SOMEONE’S TRUST TAKES TIME

TIME

TRUST

empathy starts the process

ORGANIC GROWTH THROUGH

SHARING

CONTENT

ADS ANALYTICS

...AND THEN THE INTERNET CHANGED

PAID MEDIA OWNED MEDIA

EARNED MEDIA

TV, Print OOH, Digital Brand/Corporate content

Organic

Sponsored posts

Relevant content for the audience

Promoted brand content

Press Coverage

MEDIA CONVERGENCE

SOURCE: ALTIMETER REPORT - the converged media imperative

SHAREABLE CONTENT IS KEY(AND KING)

ENGAGE AND CREATE MEMORIESCONTENT MUST TELL STORIES,

NOTHING SAVES A BAD CONTENT

SHARING DOESN’T HAPPEN ONLY THROUGH THE USUAL SOCIAL NETWORK CHANNEL

WE MUST KNOW OUR AUDIENCEAND SHOW OUR BEST CONTENT

DESIRE PATH

THE RIGHT CONTENT TO THE RIGHT PEOPLE AT THE RIGHT TIME.

SOCIAL MEDIA IS LIKE A RELATIONSHIP

EACH POST IS A STEP TO WIN THEIR TRUST

BUT NO RUSH

RELATIONSHIPS ARE BASED ON TRUST

TO CONQUER SOMEONE’S TRUST TAKES TIME

TIME

TRUST

- MIKE ARAUZ

“IF I TELL MY FACEBOOK FRIENDS ABOUT YOUR BRAND,

IT'S NOT BECAUSE I LIKE YOUR BRAND, BUT RATHER

BECAUSE I LIKE MY FRIENDS”

EACH POST IS A STEP TO WIN THEIR TRUST

COMMUNITY MANAGERS CONTENT CREATORS BUSINESS INTELLIGENCE

EACH POST IS A STEP TO WIN THEIR TRUST

BRAND AUDIENCE

THIS IS OUR BIGGEST CHALLENGE AS A BRAND AND CONTENT CREATOR/CURATOR

TAKEAWAYS

LISTEN TO YOUR AUDIENCE AND CREATE CONTENT BASED ON BOTH YOUR AUDIENCE’S AND YOUR PREFERENCES 1.

SHAREABLE RELEVANT CONTENT IS KEY (AND KING)2.USE PAID MEDIA TO AMPLIFY THE REACH 3.KEEP LISTENING AND KEEP THE CONVERSATION GOING4.

THANK YOU

DANIEL SOLLERO • @DSOLLERO