content people crave - smx east 2014
DESCRIPTION
My presentation at #SMX East 2014 in New York City. If you want to create exceptional content, tap into people's emotions.TRANSCRIPT
#SMX #32A @Karianne
Content People CraveTips for Creating Content People Will Love and Share
Karianne StinsonSenior Strategist at Mediabrands Publishing
#SMX #32A @Karianne
Karianne StinsonSenior StrategistMediabrands Publishing@Karianne
#SMX #32A @Karianne
In order to be successful, SEO, social media and content marketing should all work collaboratively.
Optimized Content Marketing
Content Marketing
Social Media
SEO
#SMX #32A @Karianne
Media Consumption is Up
In media terms, your audience is consuming more and more content
Listening to music is up
⏏200%
Reading of magazines is up
⏏100%
Reading of books is up
⏏66%
Accessing social networks is up
⏏150%
Watching videos is up
⏏250%
#SMX #32A @Karianne
Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html
of people prefer to get information about
an organization through a series of
articles rather than in traditional advertising
of consumers trust brand content
Of consumers spend time reading content
from a brand they are interested in
of consumers feel that organizations behind the content are interested in
building good relationships
of consumers find custom content
useful
68%69%73%90% 78%
People Trust and Value Brand Content
#SMX #32A @Karianne
When asked,
people
are not
satisfied
with content
from brands
What: The content is not always relevant to what I want
Where: The content is not in the channels that I frequent
When: The content is only available when the brand wants to tell me something
#SMX #32A @Karianne
The Golden Rule
Treat Others the Way You
Want to be Treated.
#SMX #32A @Karianne
Don’t create the content you or your company wants. Create what your current and potential customers want.
The Platinum Rule
Treat Others the Way THEY Want to be
Treated.
#SMX #32A @Karianne
Use the data to know what topics and types of content your audience likes.
Know What Content Your Target Audience Likes
#SMX #32A @Karianne
From the UM Wave 7: Cracking the Social Code – The Story of Why http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
Even the Most Superficial Social Media Activity is Driven by a Human Need
#SMX #32A @Karianne
UM Wave research over the last 7 years across 65 countries found 5 human and fundamental needs underpin all social behavior
Content Should Appeal to a Human Need
#SMX #32A @Karianne
40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable
Diversion
#SMX #32A @Karianne
Make your fans feel special! 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.
Recognition
#SMX #32A @Karianne
Create content that is informative and useful37% of people who want brands to help them develop their own skills and abilities
want to spend more time with the brand as a result
Progression
#SMX #32A @Karianne
Give your fans more reasons to love your company and a community where they can bond with one another
Relationship
#SMX #32A @Karianne
Don’t just talk to your customers about your products, listen to their needs as well!
Learning
#SMX #32A @Karianne
While diversion is still strong, learning, relationships and recognition are growing
Why People Join Brand Communities
RELATIONSHIP
RECOGNITION
DIVERSION
LEARNING
PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
Feel part of a like-minded community
Share my appreciation with others
It was recommended to me
Support a cause I like
Get free content
Fill time/have fun
Develop my skills
Associate with something I think is cool
Get a personal response to an issue/complaint
Contact companies & influence development
Get advance news about products
Learn more about it
0%
50%
100%
Wave 6Wave 7
#SMX #32A @Karianne
Why People Unlike a Brand Page
Think about your fans and what THEY want if you want to keep them around!Study done by UM London www.littlebookofcuriosity.co.uk #LBOC
Page Dormant
Forgot Original Attraction
Fake Behavior
Original Competition Has Ended
Lets You Down
Annoying & Irrelevant Content
11%
21%
22%
24%
27%
45%
#SMX #32A @Karianne
Find the consumer need which will also meet the brand objective
Brand Objective Meets Consumer Need
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
#SMX #32A @Karianne
Case Studies
#SMX #32A @Karianne
#SMX #32A @Karianne
The Ask: Video testimonials of people who’ve switched financial advisors
The Insight: The reasons people switch is emotional and personal
The Content: Videos that highlight positive life changes
http://ownyourtomorrow.com/
Charles Schwab#OwnYourTomorrow
#SMX #32A @Karianne
What Makes This Campaign Interesting
• Each influencer told the story in their own style
• Taps into people’s need for progression
• Mixed media
• Drove conversation about passions and positive change
#SMX #32A @Karianne
7 weeks 9 videos
100+ pieces of micro content
1.5M+ video views 7K video likes
14K+ social shares
Vimeo Staff Pick
Results:
#SMX #32A @Karianne
AT&T’s @SummerBreak
The Insight:
• Young Millennials love their phones
• They don’t give a shit about their phone carrier
The Content:
• Reality show told in a new way through social media and mobile technology
• Viewers were part of the experience
#SMX #32A @Karianne
What Makes This Creatively Innovative
• Real time reality
• Mixed media
• Always on
• Multiple points of view
• Multiple platforms
• Audience feedback drives the story
#SMX #32A @Karianne
3,318 likes134 comments
4,546 likes
1,278 retweets425 favorites
855 retweets508 favorites
1,918 retweets765 favorites
5,038 notes
1,553 notes
691 notes
8,498 notes
TUMBLR
428 likes
VINE
929 likes
#SMX #32A @Karianne
9 weeks 6+ hrs of content 84 videos
1000+ pieces of custom art 11,000+ tweets
644MM total impressions 15.3MM total views
10.4 MM consumer social engagements
350K subscribers
picked up for a second successful season
Results:
#SMX #32A @Karianne
www.kariannestinson.com
mediabrandspublishing.tumblr.com
@Karianne
Thank You!