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Kate CarruthersUNSW AustraliaKate is Head of Data Governance and Business Intelligence at UNSW. She has deep experience in enterprise digital and social media and has delivered solutions across the public and private sectors.
Kate Carruthers | Sydney
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K A T E C A R R U T H E R SS Y D N E Y, M A Y 2 0 1 5
Strategic Content Management in the age of SoLoMo
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May 2015 Kate Carruthers | Sydney 3
If you’re not working out how to disrupt you will be disrupted…
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May 2015 Kate Carruthers | Sydney 4
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May 2015 Kate Carruthers | Sydney 5
“There is no ROI in anything if you don’t learn how to use it.”
Gary Vaynerchuk, Founder VaynerMedia
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SO
Social
LO
Local
MO
Mobile
May 2015 Kate Carruthers | Sydney 6
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May 2015 Kate Carruthers | Sydney 7
Social changed the game…
Brands discovered idea of customer ‘conversations’Not strategic Random tactical efforts
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May 2015 Kate Carruthers | Sydney 8
“…many brands movingtowards measuring audience impressions, clicks, and thinking cross-platform"
Tania Yuki , Shareablee CEO and Founder
Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
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May 2015 Kate Carruthers | Sydney 9
“…Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.”
Instagram Is The King Of Social Engagement, Nate Elliott , 29 April 2014, http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
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May 2015 Kate Carruthers | Sydney 10
Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
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May 2015 Kate Carruthers | Sydney 11
Hardly anyone is driving directrevenue from social Many businesses are notoptimised to sell via mobile
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Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
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May 2015 Kate Carruthers | Sydney 13
Must be mobile friendly – Google & customers will punish you if not
Source: What Is Mobilegeddon & The Google Mobile Friendly Update, Search Engine Land, http://searchengineland.com/library/google/google-mobile-friendly-update
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May 2015 Kate Carruthers | Sydney 14
Assumes access to any resources
onlineon demandreal timeanywhere any device
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May 2015 Kate Carruthers | Sydney 15
Democratisation of communicationInversion of power relationshipsCommunication production in hands of manyGrowth in peer-to-peer and mobile
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Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php
16
May 2015 Kate Carruthers | Sydney
“…a shift towards the individual as the centre of a network of relationships mediated and enabled by technology...”
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May 2015 Kate Carruthers | Sydney 17
“Between 2008 and 2017, Google Play and Apple’s App Store will be responsible for a mind-blowing number of mobile app downloads: 350 billion.”
Source: http://www.mobilemarketingwatch.com/the-decade-of-350-billion-app-downloads-26932/
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May 2015 Kate Carruthers | Sydney 18
Shift from customer channelsto a customer continuummediated by social & mobile
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May 2015 Kate Carruthers | Sydney 19
Integrated teams…
TechMarketingSalesOperationsCustomer service
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May 2015 Kate Carruthers | Sydney 20
Web content managementCollaboration
Social media management
Enterprise Content
ManagementDigital asset management
Workflow
Document & records
management
APIs Web services
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Content managementhas merged with
content marketing
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May 2015 Kate Carruthers | Sydney 22
“Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.”
Amanda Maksymiw, Lattice Engines
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May 2015 Kate Carruthers | Sydney 24
KEY FACTORS
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Importance of narrative & voice
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Strategic imperative
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Editorial matters
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Integrated content
May 2015 Kate Carruthers | Sydney 29
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Resources are important
May 2015 Kate Carruthers | Sydney 30
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Ability to repurpose, redistribute, and reuse content is
critical
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Relevance is in the eye of the beholder
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May 2015 Kate Carruthers | Sydney 33
Chatting, Meeting, Dating apps and sites
MeetMeOmegleSkoutTinder
Texting apps
Kik MessengerooVooWhatsApp
Micro-blogging apps and sites
InstagramTumblrTwitterVinePeriscopeMeerkat
Self-Destructing/Secret apps
Burn NoteSnapchatWhisperYik YakWickr
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Context is everything
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Analytics power your content
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May 2015 Kate Carruthers | Sydney 37
Metrics matter
•Audience sentiment and preferences•Language quality•Tone of voice•Hot topics•Keywords•Distribution channels•Conversion rate effectiveness
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May 2015 Kate Carruthers | Sydney 38
Summary
•Content management > content marketing
•Moving beyond traditional ECM platforms
•Audience matters•It’s not about you it’s about them
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Thank-you
May 2015 Kate Carruthers | Sydney 39