if you create great content and no one sees it, does it really exist?

If You Create Great Content,and No One Sees It, Does It Really Exist?

#DySiWebinar

Julie Hayes Nick Robinson Scott Burke

Sr. Brand Communications Manager at Autodesk

Digital Strategistat SAP

Director of Business Development at Mortar Agency

@hartstein_jbh @socialrobinson @ScottKenada

What You Will Learn

o Current State of Content Marketing

o Why Content Distribution Matters More Now than Ever

o Employee Advocacy as a Key Distribution Strategy

o Companies Who Have Hacked the Traditional Model

o Key Takeaways and Q&A

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Content Consumes Us

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Spent on content creation alone last year$118BILLION

76%76% of B2B marketers will produce more content next year

Source: eMarketer

Source: CMI

of CMOs believe custom content is the future of marketing78%Source: Hanley Wood

27MSource: AOL & Nielsen

We Are All Content Consumers & Producers

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Exponentially more ways to consume content

Pieces of content are shared each day

More DEVICES and CHANNELS than ever before

Does Your Content Really Exist?

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Since 2013, the output of content per brand increased by 78%,but content engagement decreased by 60%

78%INCREASE

60%DECREASE

ContentCreation

ContentEngagement

Your Paid Content is Being Blocked

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

41%In the last year Ad-blocking has grown bySource: Pagefair

Your Branded Content is Untrusted

ONLY15%

of consumers trust social posts by brands or companiesSource: Forrester

A Bottleneck of Content

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Traditional ModelPublishers deliver

content to individuals direct from the

company via paid media channels

Today’s ModelConsumers view and

share valuable content they enjoy with their

peers on social networks

A New Way to Hack Content Distribution

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Engage Amplify MeasureInform

Employee Advocacy

The most effective, scalable, and measurable strategy to ensure your EMPLOYEES and

CONSUMERS receive the content you create.

Autodesk’s Bonfire Program

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

o  Launched Employee Advocacy

program in May 2014

o  Spans 32 countries with over

1400+ employees actively sharing

o  Launched similar program to our

Channel Partners in 2015

A Curated Approach to Content

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

o  Hub & spoke model

o  Content contributors publishing earned &

owned media in 6 different languages

o  Tagged based on specific industries and themes

o  Additional content sourced from industry

publications and thought leaders

o  Encourage user submissions (300+ per quarter)

o  Opportunistic with related trends

SAP’s “Social Matters” Program

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

o  Corporate social channels have trouble scaling beyond top branding initiatives.

o  15% more content being produced YoY with decreasing traffic and engagement

o  Launched Employee Advocacy in July 2013 in Europe with 800 employees

o  10X engagement on branded content

o  Reached scale of paid media programs at half the cost

168K Shares 457K Clicks 78K Reactions

259 Million Impressions

Global Expansion of Employee Advocacy

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

o  Now expanding globally to multiple regions

o  Organizing by Line of Business & Industry

o  Global program oversight with regional leads

o  Content Strategy aligns to SAP’s Digital

Business Framework

o  Goal of 10K employees in the next 2 years

Nobody Reads Advertising People read what interests them, and sometimes it's an ad.

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

§  4 pieces of third party content

§  1 piece of branded content.

§  1 user submitted.

411the strategy

It All Starts with a Big Idea

@hartstein_jbh @socialrobinson @ScottKenada

o  Create great content, think inform not sell

o  Appoint a select group of early adopters

o  Create a culture of pride, and ownership

o  Allow employees to create their own social narratives

Key Takeaways

#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada

Unblock the content distribution bottleneck by adding employees as a new channel

Increase content engagement by 10X by allowing employees to drive peer-to-peer communications

Drive higher content ROI and efficacy with great content that employees want to share

Measure all of it

#DySiWebinar

Julie Hayes Nick Robinson Scott Burke

Digital Strategistat SAP

Director of Brand Development at Mortar Agency

@socialrobinson @ScottKenada

THANK YOU!

Sr. Brand Communications Manager at Autodesk

@hartstein_jbh