A guest lecture on social, content and owned channels for RMIT.

2. Andrew Reeves

3. 3

4. We are going to talk about Owned / Social / Content
I’ll provide some perspective on how The Royals think about them
Share some examples of work
Open the floor up to discussion
Today

5. THE BEGINNING

6. Today’s topic (s)
(i mean buzzwords)
OWNED // CONTENT // SOCIAL

7. Owned
Owned channels are those by definition which are the brands own (in that
they are in the brands control).
They can be anything from email databases, to websites to a facebook page
or instagram account.

8. Content
Content is also a very broad term - it’s everything from ads, to GiF’s to video.
It takes resources and talent to build maintain and manage owned channels and they also
require content to feed those audiences - and that content has to be good. Really good. In
fact really really good, to stand out in newsfeeds, to actually be liked or shared, to create
any engagement.

9. Social
Then we have social. If content is the message then social is the tactic, and suite of
channels we now refer to as the vehicle for those messages.
Again another complex beast. A space dominated by huge multi million dollar tech/
sales businesses like facebook, twitter and Google. But filled with the voices, lives and
utterances of billions of global voices.

10. 50%

11. Stepping back
Whilst these are all exciting and important channels and topics,
none of them alone are THE ANSWER.

12. “It’s a lot of hard work, and a lot more
than clever #tags”

13. THE MIDDLE BIT

14. Four beliefs
Jack the
format
Pay to
play
Ideas not
filler
Target don’t
spray

15. Have ideas. Don’t just fill spaces
BELIEF ONE
It’s easy to come up with shit content
It’s hard to ensure any of it is seen. It’s even
harder to get someone to ‘engage’.
Create campaignlettes.
Know your audience (behaviours, interests,
passion points) and instead of thinking about
posts or ads think about platforms, series or
ideas that naturally generate lots of interesting
content building a mini-narrative.

16. Jimmyisms
JIMMY GRANTS

17. souvas for favours
JIMMY GRANTS

18. Jacking formats
BELIEF TWO
The coolest stuff you see online often messes
with the conventions
Format jacking is an awesome way of gaining
attention and cutting through the sameness

19. Target don’t mass
Whilst more? is often the question, the answer is sometimes
less. The temptation with a lot of marketing is to appeal to the
broadest audience you can.
But at what cost?
With social media we have possibly the best opportunity yet
presented to target and engage with audiences on topics true
to their interest, and passions.
That means your content and conversation can be genuinely
deep, spiky and pointed. Not possible if your talking to
everyone.
BELIEF THREE

20. Paying to play
Like it or not, if you want to play in social you’re likely to have to
grease the wheels of the commercial machine.
By that, I mean pay for your content, ads or whatever to be
amplified.
This might mean buying pre-roll ads to bump up your views, or
throwing spend behind a facebook post to ensure its viewed.
It’s expected, understood and it’s also proven that doing all you
can from an organic perspective + boosting content with paid
tactics will help your hard work travel further.
Embrace it.
BELIEF FOUR

21. WORK IT

23. Thank you
department

24. Thank you
department

26. This.

27. This.

29. Abbott’s Internet
see video here
ALP FEDERAL ELECTION

30. Abbott’s Internet: PR impact
ALP FEDERAL ELECTION

31. THE PENULTIMATE SLIDE

32. Owned (including social and content marketing) are the new media frontier.
A mediascape defined by openness, realtime-ly-ness, cultural reflectivity, empowerment, narcissism,
connectivity.
Where new rules have to be learnt and applied.
Where new language and nuance emerge.
Where brands found they could actually foster a ‘relationship’ with customers (for a price)
Where new forms and formats emerge weekly.
A space where the only constant is change.
And that represents a challenge for you, and me both…

33. QUESTIONS..