apg west social media week: jessi langsen, h+k
TRANSCRIPT
Social at H+K; how we act, think and do
November 2016
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Content + Publishing StrategyPublishing approachCase studiesMeasurement
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Today
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A simple definition
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What are we here to build?
The structure that helps you take those big creative ideas into action
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Content + Publishing Strategy
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Where we begin: audience mapping
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▪ Global Web Index ▪ The H+K network ▪ Bespoke surveys (Google,
YouGov, Kantar) ▪ Focus groups ▪ Research companies (Atomik) ▪ Niche publications (FT, The
Pool etc)
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Three key elements
1. Content strategy 2. Channel Strategy 3. Creative Direction
Planning model Where and when we’re publishing to
Art direction
Format of content Frequency of content Visual identity
Author of content POV on paid spend Tone of voice
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Who your audience is + who are you to your audience
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▪ A good tone of voice document will save you time, investment, sanity
▪ Lessons you don’t have to learn the hard way:– Anyone who will be
measuring the success of your work later must agree to its objectives now
– Commit to the reality check as new world order in content
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Planning model
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Planning model: the most popular approach
+ Hero (high impact moments) + Hub (passion points)+ Help (information)
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Example: Huawei
Fam
eR
etai
n
Hero
Hub
Episodic content packages led by big
events; either Global, or Local
CES
Help
Hero content used to inspire smaller bite size pieces
of content
Men’s Fashion Week
The OscarsMWC
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Example: adidas Euros
HERO HUB HELP
Reactive celebrations of in-game moments using broadcast footage
Regular drops of player specific stories in relation to key tournament moments
Campaign film that set the tone and reached a mass audience
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Formats
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CONVINCE
ENTE
RTAIN
RATIONAL
EMOTIONAL
INSP
IRE
HEL
PAWARENESS PURCHASE
AWARENESS PURCHASE
RATIONAL
EMOTIO
NAL
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Content types
Curated videos
Games
Infographics
Guest blogs
Celebrity social media
posts
Ads featuring celebrities
Trend reportsProduct / service
guidesWebinars
Product features
Reports and whitepapers
Curated news
How-to videos
Interactive demos
Articles
Case studies
Blogger social posts
Ratings
Twitter parties
Events
Blogger reviews
Data sheet + price guide
User reviews
Media reviews
Media features Video news
Community forums / Q&ANewsletters
E-books
Press releases
Professional/academic journals
Webisodes
Congress materials
Advertorial video
Chat bots / AI
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Thank you
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