#socialbrands - unlocking the key to cut through content
DESCRIPTION
Presentation given at Haymarket's #SocialBrands conference. Session focused on how to plan, prepare and activate a content strategy for your audience.TRANSCRIPT
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Unlocking the key tocut-through content
Unlocking the key tocut-through contentFind your audience,engage with them!Find your audience,engage with them!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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@twofourseven
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Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Bill Gates, 1996
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. … Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”
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Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Oreo’s ‘Whisper Fight’ 2013 Super Bowl TV advert cost $3.5 million.
• Ad length: 30 seconds• Cost per second:
$116,600!• Advertising Agency: Wieden
+ Kennedy, USA
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The Cookie or The Cream
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Oreo Super Bowl advert cost $3.5 million dollars!
• TV ad was in battle Battle was up against Samsung, Budweiser, Mercedes, Audi
• Talking point was 34 minutes Superdome Blackout
• Within minutes Oreo used the Blackout to their advantage
• AdAge report that graphic was designed, captioned and approved in minutes!
• Oreo’s Dunk In The Dark tweet went viral
• Oreo’s had agency 360i set-up a Super Bowl war room with 15 people.
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Communications 1.0Company / Brand Filter Stakeholders
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well
as• Journalists,• Bloggers and• Social influencers
How we used talked to stakeholders rather than engaged!
Push communications – limited engagement
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Communications 2.0Company / Brand Filter Stakeholders
Broadcast Communications – We Say
Conversational Communications – Stakeholders Comment
• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well
as• Journalists,• Bloggers and• Social influencers
Audience is connected and communicating.Brands need to listen, engage and adapt their
messaging.
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Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Tom Foremski
Communications 2.0
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New Skillset for PR and Communications
• Comms team today need measurement and analytics expertise
• Data and Analytics empower brands to understand their audience and deliver targeted messaging
• Data is our friend – access it, analyse it, learn from it
• Geek is the new ‘Gold’
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Be Nimble And Responsive
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Integrated Marketing Communication (IMC):
is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.Break down silos and use social at the heart of your communications. Reach your audiences where they are.
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Plan Your Content
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
NOT EVERYTHING IS AS IT SEEMS!
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Define Your Audiences
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Customise Your Message
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• By touch-point – desktop/laptop; tablet; mobile
• By audience demographics – age, gender, location, likes, etc
• By culture• By social network –
FB, Twitter, Google+, Instagram
• Time of day
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Killer Content
Use Instagram to visually report your stories – Singapore Changi Airport do so
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Killer ContentLet your
audience picture your
brand
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Killer Content - Content
Pinterest – for some just for fashion
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Killer Content – B2BPinterest – for General Electric it’s about Badass Machines!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Today’s Landscape And You!
• Integrate and succeed
• Become a newsroom
• Engage and get audience buy-in
• Content on their terms
• Remember, their right to reply!
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PlanInternal newsgathering – white papers, R&D, research, financial,
thought leadersExternal newsgathering –
#newsjack competitors, regulators, media
Activate Content – Social and Digital Newsroom
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
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Julio RomoPR and Social Media Consultant & Digital Strategist
twofourseven.co.uk @twofourseven in/twofourseven