This document summarizes a presentation on content strategy and converged media. It discusses finding your brand voice, identifying trending topics, engaging stakeholders, and leveraging paid, owned, and earned media. Specific tactics covered include boosting social media posts, targeting audiences, testing messaging, and measuring outcomes. Examples are provided of companies successfully using converged approaches, such as a brand that used Twitter followers to develop a new product and a tourism board that drove engagement through paid tweets.
9. All Three!
• Paid:
– Sponsored tweets, posts, engagement ads
• Owned:
– Branded Facebook or Twitter page
– Brand-curated content
– Even individual participation (on behalf of brand)
• Earned:
– Fan/user-generated content posted related to brand
– May be on brand’s page or in their own feeds/blogs
15. The Original Runner Co: Used Twitter followers
to launch a new aisle runner color
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
Source: Jeremiah Owyang
16. Monterey’s Convention & Visitor’s Bureau,
SeeMonterey, leverages paid tweets to drive
engagement and content
1.3M
reach
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote
fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest
generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from
the campaign on their blog and other owned properties.
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote
fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest
generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from
the campaign on their blog and other owned properties.
SOURCE: https://business.twitter.com/success-stories/monterey-county via Jeremiah Owyang
17. Content Strategy
• What message represents, reflects, speaks
for the brand?
• Understand how content strategy varies:
– Persona segments, product type, geography,
channel, screen, source of information
• Spans many stakeholders; internal depts.
and external agencies/partners
19. 2. What’s Hot?
Identify hot paths & hot
conversations where
content is resonating
What’s hot in the next
month?
What emergent topics
have you captialized on?
21. Amplify: Paid and Engaged
• Leverage converging media
– Use Paid to amplify Earned and Owned
– And Earned to amplify owned and paid…
– And Owned to amplify earned and paid…
• Explore new ad and promotion types via
owned and earned
– Social & Google ads
• Tap into social graph by allowing those
involved to share with their networks. Create
sharable content!
23. HAVE A
GOAL!
(and be able to
measure it)
E.g. Website
conversations
, social shares,
email sign ups
24. • Must be eye-catching and well-written. Do not
use your logo and call it “Come to our website!”
• It must have a photo. For all ads,
the best size image to upload is 1200x627 pixels,
The photo cannot contain more than 20% text.
• If it directs to an outside website, it should direct
to a specific landing page, rather than just the
main home page of your website.