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A presentation about creating content for social media, delivered at the Social Media in Military & Defence conference in London, 2013
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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
T: +44 (0)7974 161 210
Li: uk.linkedin.com/in/timcallington/
Tw: @timcallington
Bl: timcallington.com
THANK YOU
