kate strategic content management in the age of solomo

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

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

May 2015 Kate Carruthers | Sydney 3

If you’re not working out how to disrupt you will be disrupted…


“There is no ROI in anything if you don’t learn how to use it.”

Gary Vaynerchuk, Founder VaynerMedia

SO

Social

LO

Local

MO

Mobile



Social changed the game…

Brands discovered idea of customer ‘conversations’Not strategic Random tactical efforts


“…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


“…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


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


Hardly anyone is driving directrevenue from social Many businesses are notoptimised to sell via mobile


Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/


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


Assumes access to any resources

onlineon demandreal timeanywhere any device


Democratisation of communicationInversion of power relationshipsCommunication production in hands of manyGrowth in peer-to-peer and mobile

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...”

16


“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/


Shift from customer channelsto a customer continuummediated by social & mobile


Integrated teams…

TechMarketingSalesOperationsCustomer service


Web content managementCollaboration

Social media management

Enterprise Content

ManagementDigital asset management

Workflow

Document & records

management

APIs Web services

Content managementhas merged with

content marketing



“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


KEY FACTORS

Importance of narrative & voice


Strategic imperative


Editorial matters


Integrated content


Resources are important


Ability to repurpose, redistribute, and reuse content is

critical


Relevance is in the eye of the beholder



Chatting, Meeting, Dating apps and sites

MeetMeOmegleSkoutTinder

Texting apps

Kik MessengerooVooWhatsApp

Micro-blogging apps and sites

InstagramTumblrTwitterVinePeriscopeMeerkat

Self-Destructing/Secret apps

Burn NoteSnapchatWhisperYik YakWickr

Context is everything


Analytics power your content



Metrics matter

•Audience sentiment and preferences•Language quality•Tone of voice•Hot topics•Keywords•Distribution channels•Conversion rate effectiveness


Summary

•Content management > content marketing

•Moving beyond traditional ECM platforms

•Audience matters•It’s not about you it’s about them

Thank-you


kate strategic content management in the age of solomo

Documents