Andrew Reeves

3

We are going to talk about Owned / Social / Content

I’ll provide some perspective on how The Royals think about them

Share some examples of work

Open the floor up to discussion

Today

THE BEGINNING

Today’s topic (s) (i mean buzzwords)

OWNED // CONTENT // SOCIAL

Owned

Owned channels are those by definition which are the brands own (in that they are in the brands control).

They can be anything from email databases, to websites to a facebook page or instagram account.

Content

Content is also a very broad term - it’s everything from ads, to GiF’s to video. It takes resources and talent to build maintain and manage owned channels and they also

require content to feed those audiences - and that content has to be good. Really good. In fact really really good, to stand out in newsfeeds, to actually be liked or shared, to create

any engagement.

Social

Then we have social. If content is the message then social is the tactic, and suite of channels we now refer to as the vehicle for those messages.

Again another complex beast. A space dominated by huge multi million dollar tech/sales businesses like facebook, twitter and Google. But filled with the voices, lives and

utterances of billions of global voices.

50%

Stepping back

Whilst these are all exciting and important channels and topics, none of them alone are THE ANSWER.

“It’s a lot of hard work, and a lot more than clever #tags”

THE MIDDLE BIT

Four beliefsJack the

format

Pay to

play

Ideas not

filler

Target don’t

spray

Have ideas. Don’t just fill spacesBELIEF ONE

It’s easy to come up with shit content It’s hard to ensure any of it is seen. It’s even harder to get someone to ‘engage’.

Create campaignlettes. Know your audience (behaviours, interests, passion points) and instead of thinking about posts or ads think about platforms, series or ideas that naturally generate lots of interesting content building a mini-narrative.

JimmyismsJIMMY GRANTS

souvas for favoursJIMMY GRANTS

Jacking formatsBELIEF TWO

The coolest stuff you see online often messes with the conventions

Format jacking is an awesome way of gaining attention and cutting through the sameness

Target don’t mass

Whilst more? is often the question, the answer is sometimes less. The temptation with a lot of marketing is to appeal to the broadest audience you can.

But at what cost?

With social media we have possibly the best opportunity yet presented to target and engage with audiences on topics true to their interest, and passions.

That means your content and conversation can be genuinely deep, spiky and pointed. Not possible if your talking to everyone.

BELIEF THREE

Paying to play

Like it or not, if you want to play in social you’re likely to have to grease the wheels of the commercial machine.

By that, I mean pay for your content, ads or whatever to be amplified.

This might mean buying pre-roll ads to bump up your views, or throwing spend behind a facebook post to ensure its viewed.

It’s expected, understood and it’s also proven that doing all you can from an organic perspective + boosting content with paid tactics will help your hard work travel further.

Embrace it.

BELIEF FOUR

WORK IT

Thank you department

Thank you department

This.

This.

Abbott’s Internet

see video here

ALP FEDERAL ELECTION

Abbott’s Internet: PR impactALP FEDERAL ELECTION

THE PENULTIMATE SLIDE

Owned (including social and content marketing) are the new media frontier.

A mediascape defined by openness, realtime-ly-ness, cultural reflectivity, empowerment, narcissism,

connectivity.

Where new rules have to be learnt and applied.

Where new language and nuance emerge.

Where brands found they could actually foster a ‘relationship’ with customers (for a price)

Where new forms and formats emerge weekly.

A space where the only constant is change.

And that represents a challenge for you, and me both…

QUESTIONS..