content marketing - storytelling at the speed of now
Post on 08-May-2015
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WWW.BLOOMWORLDWIDE.COM
Storytelling at the speed of now @bloomworldwide
#FidDigContent www.bloomworldwide.com
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The problem: broadcast mentality persists
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The problem: too many disparate sources
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The problem: production is still slow
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The problem: volume required costs too much
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The opportunity: connected brand narrative
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The opportunity: real-time engagement = immediate results
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The opportunity: meeting real needs
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The solution: fast micro content
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The solution: repurposed content
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
The solution: curated UGC
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Community management Content
Storytelling at the
speed of now
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
How?
Relevant content and real-‐:me crea:ve assets
Planned content • Planned branded content to create an always-‐on dialogue with your key audiences
Real-‐:me content • Real-‐:me content produc:on and engagement based on current trends
User generated content • Fostering UGC through influencer and consumer engagement and content cura:on
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
What kind of roles do you need?
Content Creators Engagement Specialists
Copywriters
Designers Videographers
Trend spoGers
Analysts
Strategists Community managers
Editors Community managers
Social media managers
Opportunity SpoGers
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
3 hours in the life of your real-time brand story: Facebook
Trend or opportunity spoGed Crea:ve concept Stakeholder
approval
Copywriter or Art Director executes
concept Final sign off POST
Influencer & consumer outreach
Community manager facilitates conversa:on and
sharing
User generated content curated
10AM 11AM
12PM
1PM
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
5 SIMPLE STEPS TO UNLOCK THE CONTENT POTENTIAL OF YOUR BRAND
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
1. Audit
2. Plan
3. Repurpose
4. Create
5. Curate
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
1. Audit
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
2. Plan
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
2. Plan
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
3. Repurpose
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
4. Create
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
5. Curate
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
CASE STUDY: GROUPON
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
About Groupon Groupon, launched in November 2008 in Chicago, and features a daily deal on the best stuff to do, eat, see and buy in 48 countries around the world. Several social media pages, which focus on branding and strategy. • Facebook • Twitter • Corporate blog, • Google+ Groupons social media objectives Huge focus on customer engagement. This is at the heart of its social media strategy. Audience demographics - largest audience is female aged between 16 - 34
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Groupon’s approach
Relevant content and real-‐:me crea:ve assets
Planned content • Planned branded content to create an always-‐on dialogue with your key audiences
Real-‐:me content • Real-‐:me content produc:on and engagement based on current trends
User generated content • Fostering UGC through influencer and consumer engagement and content cura:on
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Content that expresses the brand narrative
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Content that captures the zeitgeist
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Content that travels
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Be ready for some surprises: content that delivers results
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
Community management Content
Storytelling at the
speed of now
@bloomworldwide | #FidDigContent | www.bloomworldwide.com
1. Audit
2. Plan
3. Repurpose
4. Create
5. Curate
WWW.BLOOMWORLDWIDE.COM
Storytelling at the speed of now @bloomworldwide
#FidDigContent www.bloomworldwide.com
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