content people crave: tips for creating content people will love and share by karianne stinson

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#SMX #32A @Karianne Content People Crave Tips for Creating Content People Will Love and Share Karianne Stinson Senior Strategist at Mediabrands Publishing

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From the SMX East 2014 Conference in New York City, NY. SESSION: Creating Blockbuster Content For Brands & Beyond. PRESENTATION: Content People Crave: Tips for Creating Content People Will Love and Share - Given by Karianne Stinson, @Karianne, Senior Strategist, Director - Mediabrands Publishing. #SMX #32A

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Page 1: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Content People Crave!Tips for Creating Content People Will Love and Share!

!!!

Karianne Stinson!Senior Strategist at Mediabrands Publishing!

Page 2: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Karianne Stinson!Senior Strategist!Mediabrands Publishing!@Karianne!!

Page 3: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!In order to be successful, SEO, social media and content marketing !

should all work collaboratively.!

Optimized Content Marketing!

Content Marketing!

Social Media!SEO!

Page 4: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Media Consumption is Up!

In media terms, your audience is consuming more and more content!

Listening to music is up!

⏏200% !

Reading of magazines is up!

⏏100% !

Reading of books is up!

⏏66% !

Accessing social networks is up!

⏏150% !

Watching videos is up!

⏏250% !

Page 5: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html !

of people prefer to get information about an organization through a series of articles

rather than in traditional advertising!

of consumers trust brand content!

Of consumers spend time reading content

from a brand they are interested in!

of consumers feel that organizations behind the content are interested in

building good relationships!

of consumers find custom content

useful!

68%!69%!73%!90%! 78%!

People Trust and Value Brand Content!

Page 6: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

When asked, peopleare not

satisfied with contentfrom brands!

What: !The content is not always relevant to what I want!!!Where: !The content is not in the channels that I frequent!!!When: !The content is only available when the brand wants to tell me something!

Page 7: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

The Golden Rule!

Treat Others the Way You

Want to be Treated.

Page 8: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Don’t create the content you or your company wants. Create what your

current and potential customers want.!

The Platinum Rule

Treat Others the

Way THEY

Want to be Treated.

Page 9: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Use the data to know what topics and types of content your audience likes.!

Know What Content Your Target Audience Likes!

Page 10: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!From the UM Wave 7: Cracking the Social Code – The Story of Why

http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !

Even the Most Superficial Social Media Activity is Driven by a Human Need!

Page 11: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!UM Wave research over the last 7 years across 65 countries found 5 human

and fundamental needs underpin all social behavior!

Content Should Appeal to a Human Need!

Page 12: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!40% of people who say they want entertaining experiences from brands say

that these experiences make the brand more desirable!

Diversion!

Page 13: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Make your fans feel special!!

Recognition!

Page 14: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Create content that is informative and useful!

Progression!

Page 15: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Give your fans more reasons to love your company and a community where

they can bond with one another!

Relationship!

Page 16: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Don’t just talk to your customers about your products, !

listen to their needs as well!!

Learning!

Page 17: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!While diversion is still strong, learning, relationships and recognition are growing !

Why People Join Brand Communities!

RELATIONSHIP

RECOGNITION

DIVERSION

LEARNING

PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Feel part of a like-minded

community Share my

appreciation with others

It was recommended to

me

Support a cause I like

Get free content

Fill time/have fun

Develop my skills

Associate with something I think

is cool

Get a personal response to an issue/complaint

Contact companies &

influence development

Get advance news about products

Learn more about it

Wave 6

Wave 7

Page 18: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Why People Unlike a Brand Page!

Think about your fans and what THEY want if you want to keep them around!!Study done by UM London www.littlebookofcuriosity.co.uk #LBOC!

11%!

21%!

22%!

24%!

27%!

45%!

Page Dormant!

Forgot Original Attraction!

Fake Behavior!

Original Competition Has Ended!

Lets You Down!

Annoying & Irrelevant Content!

Page 19: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!Find the consumer need which will also meet the brand objective!

Brand Objective Meets Consumer Need!

http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !

Page 20: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Case Studies!

Page 21: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

Page 22: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

The Ask: Video testimonials of people who’ve switched financial advisors!!!!The Insight: The reasons people switch is emotional and personal!!!!The Content: Videos that highlight positive life changes!!!!http://ownyourtomorrow.com/  !

Charles Schwab #OwnYourTomorrow

Page 23: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

What Makes This Campaign Interesting

•  Each influencer told the story in their own style!

•  Taps into people’s need for progression!•  Mixed media!•  Drove conversation about passions and

positive change!

Page 24: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

7 weeks 9 videos!!

100+ pieces of micro content !!

1.5M+ video views 7K video likes!!

14K+ social shares !!

Vimeo Staff Pick !!

Results:

Page 25: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

AT&T’s @SummerBreak!

The Insight:!•  Young Millennials love their

phones!•  They don’t give a shit about

their phone carrier!!The Content:!•  Reality show told in a new way

through social media and mobile technology!

•  Viewers were part of the experience!

Page 26: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

What Makes This Creatively Innovative!

•  Real time reality!•  Mixed media !•  Always on!•  Multiple points of view!•  Multiple platforms!•  Audience feedback drives the

story!

Page 27: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

3,318 likes!134 comments!

4,546 likes!

INSTAGRAM

1,278 retweets!425 favorites!

855 retweets!508 favorites!

1,918 retweets!765 favorites!

TWITTER

5,038 notes!

1,553 notes!

691 notes!

8,498 notes!

TUMBLR

428 likes!

VINE

929 likes!

Page 28: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

9 weeks 6+ hrs of content 84 videos!!

1000+ pieces of custom art 11,000+ tweets!!

644MM total impressions 15.3MM total views!!

10.4 MM consumer social engagements !!

350K subscribers!!

picked up for a second successful season!!

Results:

Page 29: Content People Crave: Tips for Creating Content People Will Love and Share By Karianne Stinson

#SMX #32A! @Karianne!

www.kariannestinson.com!!mediabrandspublishing.tumblr.com!!karianne.stinson@mbww.com!

@Karianne!

Thank You!!