updated approach to social content creation (for taboola sales conference)

Hello, Taboola,

Matt WurstHead of Content and Communities

@mwurst

at a glance

600

PEOPLE

6CITIES

NEW YORK

CHICAGO

ATLANTA

LONDON

TORONTO

SÃO PAULO

PROPRIETARY & CONFIDENTIAL3

Insights & Analytics

• Online Listening

• Brand & Competitive Analysis

• Consumer Journey Mapping

Strategy

• Brand Strategy & Planning

• Digital Architecture

• Content Strategy

• Social & Mobile Strategy

• Brand Voice Development

• Cross-Channel Media Strategy

Creative

Media Planning & Buying

Social Marketing

Search Marketing

Mobile Marketing

Web Development

Measurement & Analytics

We are an integrated agency of creative storytellers + analytical thinkers powered by curiosity.


We help iconic brands think of digital as a mindset beyond channel or campaign.


We build relationships that fuel advocacy at scale.

We engage 275MM consumers every day.

We’ve built hundreds of communities, including the #1 brand Facebook page in the world.


What we have in common: Content.

You make“Content You May Like.”

We make content we hope you’ll f

The tools we use


Listen

Strategize

Develop

Plan

PublishPromote

Moderate

Measure

Optimize

360i Content Cycle


We use data to inspire content creation.Blending superior analysis with raw social data to uncover insights


We have a diverse tool kit to get us there


We begin the content creation process by defining the currency…

What BrandsOffer Consumers

What Consumers Give Back To You

Conversation Access Utility

Entertainment

Social Currency Product

Authenticity

WOM

Advocacy

More consumers

…but success hinges on something else.


Our filter is a strategic lens.

AApplicable

BBreakthrough

CCross-Platform

DDiscoverable

EExchange

F Flexible


We leverage the right content to connect consumers and brands

AWARENESS RESEARCH ENGAGEMENT ADVOCACY

Consumers discover the

product/brand through paid or

earned content.

Consumers search for content: info about a product, visit a web site or

read online reviews.

Consumers develop a relationship with the brand content created for them in

social.

Consumers advocate for the

product using with their own content

in their own networks.

Getting our house in order

From architecture to decor


I just bought a house.

X


Oscar Mayer: Know the right questions

Unbranded conversation


White space for the trademark


19 hubs; no context, no connectivity

BIT OF THE OLD AND NEW

UTILITARIANCONTENT

CRM FacebookCRM Facebook @Wienermobile@Wienermobile

ACTIVE COMMUNITY

LOTS OF TALK, SOME SHARING

WHAT’S NEW?

mix of old and new content, creating

differing brand impressions

product content that’s adding ties to

social extensions

gathering place for coupon-seekers and Wienermobile lovers

a mirror of other social channels

archive for tv spots and past promotions (not much activity)

Hotdogger blogHotdogger blog

TALES FROM THE ROAD

minimal ties back to hot dogs or the brand

OscarMayer.comOscarMayer.com

@OscarMayer@OscarMayer

WienermobileWienermobile WienermobileWienermobile

stagnant photo album from the

brand

x2

IT’S THE WIENERMOBILE

Search: CategorySearch: Category HD FacebookHD Facebook

x2

OM FacebookOM Facebook Oscar MayerOscar Mayer

x2.com

Search: BrandSearch: Brand

UNBRANDED TERRITORY

KraftrecipesKraftrecipes

Minimal paid search and un-optimized SEO with

varying results dependent on category, but overall

lack of virtual shelf space

UTILITARIANCONTENT

Inspiring meal ideas and recipe content


So we architected our brand house.…literally

Content & Utility CreationThe Kitchen – Findable Brand Assets

• The room that feeds the house with function.• All food-related utility flows from the kitchen, but isn’t necessarily experienced there.

Content Types:• Food-specific utility: - Recipes - Food-related media sponsorships

IS• The food-related content that is relevant for the brand.• The way to keep utility current and “table stakes” or better vs. the competition (can’t be a food brand without some recipes).

IS NOT• A brand-owned content destination• Always on

What are we going to say?

Building a content strategy

21


Content development

WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK.

STOCK“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.”

FLOW“Flow is the feed.

It’s the posts and the tweets. It’s the stream of daily and

sub-daily updates that remind people that you exist.”

+

(CREATION AND CURATION OF):


We create stock content that is social by design


The Great American Bacon Barter


The Flow: Change in tone and publishing = better engagement

+455%

Before After

COMPARED TO 6 MONTHS

PRIOR

FACEBOOK ENGAGEMENT


How do we measure it?Measuring digital through the lens of brand & business goals


Oscar Mayer:From Foundation to Fantastic

How we did it for OreoFrom product icon to brand Icon

PROPRIETARY & CONFIDENTIAL


Our social listening uncovered Millennials as an untapped target for Oreo.

Millennial Moms (Women 27-34)

Moms with Kids

6-12

Millennial Influencers

Millennials (18-34)

Insights Strategy Social Tone of Voice

Content Creation

Measurement Optimizations


Daily Twist: Act like a newsroom


It set us up for something bigger


The Oreo blackout tweet

20K social shares – most coming less than an hour after posting

525 MILLION earned media impressions

(5X number of Super Bowl XLVII viewers)

4X Cannes Lion Winner

3X CLIO Winner

Named Best Social Media Invention

of 2013 by Adweek


Key Takeaway: Act like a media company

Editorial calendar: New content series optimized regularly

“No One Ever” Beyond the Cookie Jar Snack Hacks


We have built a network of 10,000+

influentials…

Amplification: Tapping into relationships To drive organic buzz and shares

Once we establish relationships, we can collect, manage and share

valuable information through 360iRMS

And with 360TIGER, we can go behind-the-scenes to capture social analytics


Content truly brings it all together.

• Content Strategy• Content Creation• Content Publishing• Content Monitoring• Content Amplification• Content Distribution• Content Measurement• Content Optimization

PROPRIETARY & CONFIDENTIAL

Thank you!

Matt Wurst@mwurst