how to create compelling content for social media
DESCRIPTION
Media consumption habits have shifted, fundamentally altering the way consumers engage and interact with information and organisations. The adoption of the Internet and social media, has created an always-on world, where consumers are demanding a richer and real-time engagement with the products and services they chose to engage with. For the most part, the line between personal and private space has vanished, as consumers invite brands into their social streams, in an effort to unlock a more personal and compelling relationship. The question organisations are asking themselves in this attention economy is: how can we break through the clutter, to provide content that is relevant and compelling to our audiences? This session seeks to highlight the foundations of a successful content strategy and how it fits into the broader digital strategy. Relevant case studies will be explored, highlighting examples of organisations that have mastered the art of creating engaging narratives, both with and for their audiences.TRANSCRIPT
Twitter: @Casey_ek_se
Who
How do audiences
engage with
content?
@Casey_ek_se
Who
How do audiences engage with content?
1. By name, market and thought leadership
2. Search
3. By invitation
4. Holy grail…
5. Advertising
@Casey_ek_se
Who
How do audiences engage with content?
PAID I EARNED I SHARED I OWNED
I PESO I@Casey_ek_se
1. By name, market and thought leadership2. Search3. By invitation4. Holy grail…5. Advertising
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Social media strategy on a page, meets “PESO”
absa.co.za
absa.mobi
@Absa
Helpful
Engage where our audiences
are…
AuthenticRel
evan
t
Respo
nsive
Onl
ine
repu
tatio
n m
anag
emen
tConversation
Education
Entertainment
Drive them to where we can
convert
@Casey_ek_se
6
Unlocking compelling content
Who
But first…the good
news…
8
Unlocking compelling content
• What makes news?
Dog bites man? Man bites dog…the new, unusual, different.Trends or change. Winners and losers.Be current. Heroes and villains. Criticism and controversy. Primary research. Unique content. Entertain. Do the unexpected. Add value. Free stuff.
@Casey_ek_se
9
Unlocking compelling content
• Leverage multimedia, explore the medium
Video, images, infographics, Facebook apps
• Think in headlines – short and tweet Offer the white paper for free, but also have the highlights of the news in 3-5 tweets, so people can consume and share the info, suggest a short hashtag. Help the humans, to help themselves.
@Casey_ek_se
10
Unlocking compelling content
• Build it and they will come? No ways!
Optimise for search (remember 80% ?!?!)
• Encourage your audience to tell your story
Sharing optionsSocial media press release Social media press office
@Casey_ek_se
11
Search engine optimisation
Best practices
NAB BANK BREAK-UP
@Casey_ek_se
Who
Building blocks
@Casey_ek_se
Who
A few building blocks
1. Plan ahead – content schedule is key
2. Stakeholder engagement
3. Have fun, it’s social after all?
@Casey_ek_se
Who
Dave SenayCEO, Fleishman-Hillard
“Brands that succeed in the digital age, put a MASSIVE bullseye on
themselves, allowing audiences to give content a life of its own.”
60+ years. 80+ offices. Performance. Impact. Results. @Casey_ek_se