'

Creating Content That Will Generate Buzz

Понравилась презентация – покажи это...





Слайд 0

SLIDES BY NICOLAI ELMQVIST HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR


Слайд 1

ABOUT ME ▸ Nerd in a shirt ▸ Worked with digital innovation and social media for the past 10 years ▸ Former Co-Founder & CEO @ creative digital agency Konstellation ▸ Created 3 tech startups and 1 agency. ▸ Looking for my next big adventure in NYC right now…


Слайд 2

AGENDA: LET’S TALK ABOUT GREAT CONTENT


Слайд 3

ADVERTISING 2015


Слайд 4

THE AD MARKET IS CHANGING RAPIDLY


Слайд 5


Слайд 6


Слайд 7

SO WHAT IS ADVERTISING REALLY TODAY?


Слайд 8

http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/


Слайд 9

ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND CREATES VALUE TO PEOPLE.


Слайд 10

WHAT IS CONTENT?


Слайд 11

CONTENT IS MANY THINGS eDM Website Games SoMe Events Apps Digital services Articles Data Videos Pictures Ads Publications PR


Слайд 12

3 MAJOR CATEGORIES


Слайд 13

Fast to produce and post Th we is foc ’re is w us go ha on ing t 
 tod to ay 
 DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT When you stand on top of somebody - let’s see an example


Слайд 14

WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE CONTENT?


Слайд 15

3 EXAMPLES!


Слайд 16

THE 4 MAGIC INGREDIENTS -ADD PLENTY


Слайд 17

FUNNY SURPRISING EMOTIONAL INNOVATIVE 0 100 0 100 0 100 0 100


Слайд 18

THE GOOD NEWS: YOU ONLY NEED TO USE ONE OF THEM TO MAKE IT WORK


Слайд 19

AND IT’S ONLY A MATTER HOW THE SOUP TASTE NOT HOW IT LOOKS


Слайд 20

HOW DO I CREATE GREAT CONTENT?


Слайд 21

KNOW YOUR AUDIENCE & 
 TAP INTO THEIR WORLD


Слайд 22

CREATE A PLATFORM Competitors Position Consumer insights Core idea Technology insights Brand Media insights Market


Слайд 23

REMEMBER: ONLY USE ONE SIMPLE MESSAGE CONNECTED TO THE BRAND


Слайд 24

IS IT A GREAT IDEA? Ok - Let’s boost it… Do we really feel that people will… Can we launch it on our own channels … Outdoor Banners Events Seeding TV Print Paid media Share Like Comment Write about (PR) Earned media Social .com POS etc. Owned media


Слайд 25

DOES IT WORK CROSS CHANNEL? Content Activations Events Earned media Ambassa dors Partner ships PR Media co-labs Actual positioning Social Media Positioning Publishing Tailor-made editorial output Producing Editorial themes Target and KPI’s Desired positioning Brand Premis Foundation


Слайд 26

CHALLENGE THE STATUS QUO


Слайд 27

a bit v BE BRAVE AND MAD


Слайд 28


Слайд 29

WILL IT BE A VIRAL SUCCESS?


Слайд 30

MAYBE!


Слайд 31

IT’S NOT ENOUGH REMEMBER HARD WORK, √ GREAT INSIGHT, √ GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT) GREAT PR EXECUTION


Слайд 32

HOW DO I MEASURE CONTENT?


Слайд 33

SELECT KPIS CONNECTED TO YOUR STRATEGY AND BUSINESS OBJECTIVES ‣ ‣ ‣ ‣ ‣ Reach ‣ Views ‣ Plays Utilization ‣ Leads ‣ Direct sales ‣ Consideration Engagement Sales Mentions Comments Shares Likes Brand centric ‣ Perception ‣ Brand Love ‣ Subscribers


Слайд 34

MEASURING CONTENT CAN BE A REAL BITCH! ‣ Up to 25% of all views are made from bots ‣ Different measuring methods on different platforms ‣ Users move cross device and cross platform


Слайд 35

GET THE RIGHT TOOLS TO MEASURE AND MONITOR THE PERFORMANCE


Слайд 36

BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY Always listen to what’s going on out there


Слайд 37

REMEMBER WHAT YOU HAVE LEARNED!!!


Слайд 38

THANKS TO: www.meltwater.com


Слайд 39

CONTACT ▸ ▸ ▸ ▸ ▸ Nicolai Elmqvist Phone +4529444108 Mail: nicolai@elmqvist.dk Linkedin: https://www.linkedin.com/in/elmqvist Twitter: @nicolaielmqvist


Слайд 40


×

HTML:





Ссылка: