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What makes GREAT content ?
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What Makes Great Content? #Socialbakersupclose

Nov 15, 2014

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An insight into how Memac Ogilvy approaches content creation for its clients and how you can learn the art of confident connection
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  • 1. What makes GREAT content ?

2. Creative thinking is now a business imperative. To stay competitive we must excel at communicating visually & understand the power of stories 3. Poor marketing relies on ticking the boxes 4. The ability to create a confident connection that understands me & puts me inside the idea 5. How to approach creating that confident connection 6. Find a Disruptive IdeaWhat is the cultural tension?How do you disrupt it? 8 7. Craft a Great StoryWhere is the emotional story? What is the story arc? 11 8. Open Up Creative Participation How can they be creative? How can your audience participate?Create an experience that involves them Ask them to be creative and they will invest in the outcomeInvolve your audience in the storytelling and content creationAlways give them a role to playAsk their opinion; show you value themMake it about themEnsure that your audience can easily share the story to their network13 9. Always Deliver Fresh InterestWhat is new?How can we always be interesting?Unlock responsive creativeBuild creative around trending memesGet back to multimediaThink calendar of content not just a campaign15 10. 16 11. Provide Social ProofHow can users show their involvement? How do we make the group visible?17 12. Real Beauty Sketches18 13. Build Simple AdvocacyHow can we ask people to share? How do we make it easy to advocate? 19 14. 20 15. BE CONFIDENT Craft a GREAT story Deliver a Fresh Perspective With PASSION Provide Social PROOF Build ADVOCACY21 16. Thank you @emalinaker http://emalinakeruae.tumblr.com/ 17. Who are we? 18. We are social@Ogilvys Middle East and North Africa social media experts. We are apart of the global, cross-discipline, social media practice across all of Ogilvy & Mather. We design integrated social solutions that combine the deep disciplines CRM, public relations, shopper marketing, advertising and are rooted in what drives behavior. We are a global team with a common approach.We deliver remarkable experiences and relationships that inspire advocacy. 19. Of the region, by the region, for the region For thousands of years, the Middle East has been the cradle of civilization. From the alphabet to codifying law, the Middle East has led the world in philosophy, science, astrology and so on.The rest of the world considers the Middle East somewhat differently, though. Setting aside some of the more vitriolic views of the region, many fail to understand the complexities of a region rapidly ascending to the summit of the worlds most powerful economies. 20. MENA geographical footprint Abu Dhabi Algiers Amman Baghdad Beirut CairoAlgiersCasablancaTunisDamascus TripoliCasablanca Damascus Doha Dubai Erbil JeddahErbilBaghdadBeirutAmmanKuwait CityCairoManama Riyadh JeddahDohaAbu Dhabi DubaiKuwait City Manama Riyadh Tunis Tripoli (Shout Communications) 21. Global Team 700+ Social Specialists (over 4000 Digital Specialists)35 Countries Worldwide Awarded The 2013 Global SABRE and Homes Report Awards for Outstanding Global Digital/Social Consultancy 22. Whats our approach 23. Our Social Business Solutions teams build the capacity of brands to scale social media Social Business Solutions We work with brands including Ford, Nestl, IBM and Coca-Cola to operationalize the use of social media across regions and business units. Nestls Digital Acceleration Team CenterSmartwater Social PlaybookOur Social Business teams are trained to evaluate needs and then design and implement solutions that integrate social media listening, community management, measurement and brand management into organizations. We designed and delivered the first training modules for Nestl's Digital Acceleration Team. We have delivered Social Playbooks for Smartwater, IBM, Nestl, Caterpillar, Ford and more. Social Centers for Excellence Command Center design Workflow & Process Listening Posts Global platform evaluation Insight & action report design Policy & Playbooks Playbooks Employee Guidelines Social Brand Management Platform selection Community management operations Training Staff training sessions On demand training Organization Modeling Staffing models Roles & responsibilities Measurement Integrated models Dashboards 24. Our Social Planning Framework is built on 7+ years of experience Engagement Advertising Social & Search Insight Measurement BenchmarksSocial ExperienceContent ActivationInfluencer Management Community ManagementContent SyndicationPerformanceMeasurementDigital Media Relations Listen We listen to what people are saying online, what they are searching for in Google and our known social behaviors to find insights and opportunities.Plan We design a social experience that features the right Triggers of Word of Mouth and can be expressed across platforms in an integrated way.Engage We put the plan into action by creating remarkable content or experiences and engaging often both communities and influencers to become involved.Amplify Using paid advertising from Facebook to search and more, and extensive content distribution, we can add scale and reach to any programOptimizationOptimize Analyze ongoing performance measurement that makes it possible to tweak content and experience for higher performance and greater impact 25. Content Activation is our comprehensive approach to social content marketing Content Activation Using our Principles of Social Design, we create content and content systemsdesigned to stimulate the highest levels of sharing, recommendation and engagement.We have designed Content Factory models for Ford and BP. They centralize story development and operationalize content Fanta Global Timeline Content Strategyactivation across a business. This is the future of content marketing.Real-time Memes is a system for detecting rising trends in social media and generating content in real-time to ride the wave of the interest-graphContent Strategy Content Factory design and workflow Brand story development Social Brand Architecture (distribution ecosystem) Content & media partnerships Consumer Intent Modeling Content Development Lightweight Content Optimized video Graphics and infographics Story content Multiscreen & adaptive design Content Optimization Search optimization Content Calendaring Performance Dashboards Real-time Memes system 26. We have defined the new role for Community Manager 3.0 Community Managers are now managing relationships with millions of customers. Social@Ogilvy manages over 400 Facebook communities in 35 countries and relationships with almost 50 million fans around the world. This is serious business. We have developed the role of the CM 3.0 including the comprehensive training programs to build the next generation of CMs. Between the communities our CMs manage and the brand teams we have trained, we believe in the power of the role to deliver tangible business valueThe New Community Manager Content creator & orchestra leader Relationship manager Steward of the brand voice Crisis radar technician Fan segmentation specialist Content & advertising targeting expert Performance analystCommunity Management Strategy Social Brand Architecture Content Calendar Design CM 3.0 Training Community Management Ongoing page moderation Acquisition & engagement Performance Reporting Dashboards 27. We have led the industry in measurement with Conversation & Marketing Impact Only Measureable Programs We designed our measurement model for the first time in 2006 and have evolved it ever since.ShangriLa Hotels DashboardNASCAR DashboardConversation Impact is: Designed around the customer journey Focused on true KPIs separating out the flood of possible metrics Aligned to how B2C and B2B marketers measure performance Compatible with Paid. Owned. Earned Reporting Basis for ROI modelingIn 2012, we designed a sales impact model Marketing Impact that tracks user engagement with social media and tracks back to actual sales-related impact.Measurement & Analytics Real-time Dashboards Performance reporting: Daily, Weekly, Monthly ROI models and reports Marketing Impact Conversation Impact77% of Facebook fans surveyed said the Ford Explorer experience positively impacted purchase consideration. Consumers pre-ordered 3,500 vehicles.