feeding the content beast

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Real Time or Die: Feeding the Social Content Beast Carmen Hill Content Director Babcock & Jenkins

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Real Time or Die:Feeding the Social Content Beast

Carmen HillContent Director

Babcock & Jenkins

Today You Will Learn

• Why real-time content should be a key part of your marketing strategy

• How other businesses are finding creative ways to feed the content beast

• How to plan for and produce real-time content, even if content is not your core business

Carmen Hill

Content & Social Director

Babcock & Jenkins

Follow me on Twitter: @carmenhill

About Me

Agenda• Real-time reality: industry trends• Real-world B2B and B2C examples• Real-time strategies • Real-time tactics and tools

REAL-TIME REALITYContent at the speed of news

“It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.”

— David Meerman Scott

What’s Driving the Need for Speed?

• Mobile, multi-screen world

• Social media• 24/7 news cycle

What’s Driving the Need for Speed?

Feeding the Beast

“The rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction…

Feeding the Beast

“Brands will need to create an enormous amount of useful, appealing, and timely content.”— Baba Shetty & Jerry Wind, Harvard Business Review

“There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content.”

— Jacque Bughin, McKinsey

What Is Real-Time Content?

• Now: unexpected opportunities– Breaking news and live events– Social mentions

• Near now: expected opportunities– “Scheduled news” (research, data release, etc.)– Industry events (e.g., conferences, tradeshows)

• Future now: created opportunities– News and data you make yourself– Memes

REAL TIME. REAL WORLD.How real B2B and B2C brands are seizing the moment

Breaking News & Events

“Unplanned real-time moments humanize brands.”

— Adam Bain, President, Global Revenue, Twitter

Social Mentions

Real-Time Data

• ADP processes payrolls for about 25 million workers

• Uses data to create monthly reports about employment trends in the U.S.

• Releases via multiple channels two days before government report

Real-Time Data

“We do lots of different things at ADP beside payroll. By producing this content, people know more about us. We become part of the consideration set.”

— Matt Petitjean

VP-corporate marketing

Automatic Data Processing

Source: B-to-B Magazine

Anticipated News

Source: Google

Event Coverage

Created News

What YOU can do:

• “Cover” relevant industry events– Live tweets and blog posts– Interviews with speakers and noted attendees– Trade show highlights (video, images,

reviews)

• Add key research reports to your editorial calendar and create content around them

• Create your own news

REAL-TIME STRATEGIESPlan in advance. Act in the moment.

Improvise… with a Plan

Goals & Objectives

Audience Insights

Listen & Learn

Guidelines &

Governance

Start with Goals & Objectives

Audience Insights

• Who is your target audience?

• What do they care about?

• What are they talking about?

• Where are their “watering holes”?

Social Content Calendar

Source: Hubspot

Guidelines & Governance

Reward

Risk

Source: Bryan Boettger, Chief Creative Officer of The Buddy Group

REAL-TIME TOOLSKeeping your ear to the ground for content opportunities

Move The Needle

Move The Needle

Create—or update—your editorial calendar to include real-time social content

• Add events and assign someone to cover• Identify 3-5 topics to follow• Meet with legal and brand reviewers

Get Started

1. Listen before you speak.2. Think like a reporter—with a nose for news. 3. Respond quickly, but with intention. 4. To act in real time, you have to plan in advance.5. Some organizational change may be required.

Key Takeaways