The buzz around content marketing is substantial and content is indeed royal, but what about the 'contract' between a product or business and its listeners?
This presentation by Ronni Tino Pedersen discusses the relationship and importance of Content, Context and Contract when practising storytelling on social media.
9. 17. feb. 2014
Social Media Week Copenhagen 2014
BRAND
MANAGEMENT
Upgrades and Improvements
Software Know-How
Feature Selection
PLATFORM
MANAGEMENT
Priority and
Schedule Management
Documentation
PROJECT
MANAGEMENT
Incorporation of Experience
Product Selection
PRODUCT
MANAGEMENT
Outreach
Events
Incentives
Issue Management
CUSTOMER
MANAGEMENT
Networking
Identification of Best Practices
Attend Trade Events
PROFESSIONAL
MANAGEMENT
From: blogs.zdnet.com/Hinchcliffe
ADVERTISING AND
MARKETING
The Online
Community
Manager
STAFF
DEVELOPMENT
BUSINESS
PLANNING
COMMUNITY
MANAGEMENT
CONTENT
MANANGEMENT
Brand Support
Situation Management
Capture Brand and Feedback
Listen/Join Conversation
Marketing Analysis
Impact Reporting
Ad Rotation
Recruiting
Team Building
Staff Training
Budgeting
Goal Definiton
Business Alignment
Control/Management
Moderation and Rule Enforcement
Elicit Participation
Rewards and Incentives
Content Plan
Research and Insight
11. Social Media Week Copenhagen 2014
Strategy
The Contract – Why do we say yes?
^
Apps
^
Community
Management
^
17. feb. 2014
^
Insights
Ads
12. 17. feb. 2013
Social Media Week Copenhagen 2014
w
THE WAY FORWARD CAN BE FOUND IN THREE
COMMANDMENTS OFFERED IN 1895 BY MARKETING’S
FIRST GREAT STORYTELLER, JOHN POWERS.
TELL THE TRUTH.
BE INTERESTING.
LIVE THE TRUTH.
Excerpts from the new book by
Jonah Sachs, CEO of Free Range Studios
13. 17. feb. 2014
Social Media Week Copenhagen 2014
Content or Nontent?
Burger King - New Social Responsibility?
From 38.000 ”Fans” to 10.000 real fans
14. 17. feb. 2014
Social Media Week Copenhagen 2014
Content Exceeding InstaExpectations
Adidas – or Nontent?
”The Instagram Handbook for Brands,
a book profiling 11 companies that it thinks are
doing a great job posting content on
Instagram. Example posts come from the likes
of Patagonia, Chobani, and Disneyland.”
15. 17. feb. 2014
Social Media Week Copenhagen 2014
Content or The Transient Truth
Snapchat –Nontent?
Gary Vaynerchuk: ”The most valuable
marketing tool for my personal brand right
now. Before you tell a story, you have to have
somebody's attention. Snapchat has created a
platform that demands your attention.”
16. 17. feb. 2014
Social Media Week Copenhagen 2014
Content or Nontent?
"Du har 60 sekunder! Hvor mange slikposer
har vi gemt på Malaco-bilen?”
17. 17. feb. 2014
Social Media Week Copenhagen 2014
Content or Nontent?
Content or Nontent?
"Du har 60 sekunder! Hvor mange slikposer
har vi gemt på Malaco-bilen?”
570 likes, 2700 comments, 60 shares
(efter 4 timer, en torsdag aften)
18. 17. feb. 2014
Social Media Week Copenhagen 2014
Nontent
”Material of a larger work (literary or otherwise)
that is lacking in substance, attraction or worth,
and therefore provides nothing to its supposed
audience.
The opposite of content (noun), usually
generated when the author/creator is lazy,
apathetic, takes their audience for granted and/
or has abandoned the larger work summarily.”
From: www.urbandictionary.com
19. 17. feb. 2014
Social Media Week Copenhagen 2014
Content Marketing is…
”Basically, content marketing is the art of
communicating with your customers and
prospects without selling.
It is non-interruption marketing.
Instead of pitching your products or services, you
are delivering information that makes your buyer
more intelligent.”
From: www.contentmarketinginstitute.com
20. 17. feb. 2014
Social Media Week Copenhagen 2014
Overskrift og contract?
LOKK – Say no to violence – A new eet til
22. 17. feb. 2014
Social Media Week Copenhagen 2014
Information on website
Conversation on Facebook
23. 17. feb. 2014
Social Media Week Copenhagen 2014
-
-
-
-
Renewed Contract
Telling the truth
Showing heroes that are living the truth
Conversion into new members
24. 17. feb. 2014
Social Media Week Copenhagen 2014
Fernet-Branca – Bitter in real time
28. Future of Content?
— Less nontent
— More usefulness
— More relevance
— More relations
— More presence
— More respect
— More inclusion
29. Future of Content?
— Less nontent
— More usefulness
— More relevance
— More relations
— More presence
— More respect
— More inclusion
CONTENT
CONTEXT
CONTRACT
good business