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Digital & Social Media Strategies Series: Content Generation & Curation

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Michelle Sawyer
Michelle Sawyer

The following presentation was created for Monash University to demonstrate the importance of content and it's ability to aid in 'word of mouth' sharing, generate viral reach, and be easily integrated across multiple digital platforms to aid in SEO rankings and general engagement.

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Content Generation & Curation: It’s not what you say, it’s how it’s said and by whom. January 2013 Office of Marketing & Communications
How does Consumer Advocacy work with Social Media? •  The New Word of Mouth Advertising •  The Impact on Brand Reputation •  The Power of Each Social Platform 2
Social Media is giving consumer’s a more powerful voice than ever before… A u d i e n c e Person A’s Friend Blogger who follows Person A’s Friend Global Journalist who follows Blogger Person A Social Networks (Word of Mouth) Presentation title 28th February 2011 3
Social Media has made ‘letters of complaint’ easier to make public… Social Media Posts Blog & Website Articles Local, National & Global News Stories Presentation title 28th February 2011 4
Consumers don’t always use social media channels the way business would like… Brand Reputation Management Sales Enquiries General Enquiries General Information Product News/ Updates Customer Complaints Customer Complaints Sales Enquiries Technical Problems Product News/ Stories Brand Reputation Presentation title 28th February 2011 5
Did you know the average time spent on Facebook by a user is 7.5 hours… Groups (Forums) Tabs & Applications (APIs) Comments, Likes & Shares Facebook Messages Wall Posts & Recommendations Presentation title 28th February 2011 6
Twitter has over 1.7 billion unique account users… Retweets & Favourites @Tagging Direct Messaging Lists Presentation title 28th February 2011 7
LinkedIn helps over 200 million users, in over 200 countries network… •  Likes, Comments & Shares •  Recommendations •  Groups (Forums) Presentation title 28th February 2011 8
Which Content Generates Great Consumer Advocacy? •  •  •  •  •  Production Value Rich Media User Generated Content Application Program Interface (API) Content Field of Dreams 9
How much you spend on production could impact the value of it’s “engagabilty”… •  Metro Trains commissioned Melbourne pop/folk band, Cat Empire, to write “Dumb Ways To Die” •  Video currently has over 37,350,000 views •  Interactive Flash site, with drop down YouTube video and iTunes download links Presentation title 28th February 2011 10
Rich Media forces a user to interact with the object… Click, Play & Watch Content Channels YouTube Vimeo Google Hangouts Flickr Visual.ly Click, Play & Listen Content Channels Soundcloud iTunesU Scroll Through & Read Content Channels Scribd ISSUU Slideshare Presentation title 28th February 2011 11
A user reward by great content will more likely reciprocate with a social share… Launch poster created by DC Comics Post on DC Comic’s Facebook Page of poster Presentation title 28th February 2011 12
Shared user generated content holds greater authenticity with other users… Videos User Generated Content Images Comments (Recommendations) Presentation title 28th February 2011 13
APIs (also known as widgets) help spread and measure consumer advocacy… Like and Follow Widgets Share Widgets Comment Widgets Word of Mouth Advertising Presentation title 28th February 2011 14
In order to curate the content, you first need to build a base to host it… User Content Facilitator Tools Competitions, Forums, Applications (APIs), Online Forms Content Hosting Platforms Websites, Blogs, Facebook Tabs & other Social Channels Presentation title 28th February 2011 15
How can you measure Consumer Advocacy from Social Media? •  Social Media for CRM •  Social Management Tools •  Analytics 16
CRM lists and campaigns are actually strengthened by Social Media… Facebook Tab APIs Google Forms Twitter Lists CRM Lists Presentation title 28th February 2011 17
Social Media management tools track, assign and manage customer interactions… Community Management Tools can: •  Assign posts •  Set up Alerts on New User Posts •  Create management teams •  Track complaints and complaint resolution •  Aid risk mitigation of channels and content •  Create and view lists for monitoring •  Create reports and view analytic data Presentation title 28th February 2011 18
Social Media platforms, like Facebook, also provide their own user insights… Google Analytics Facebook Insights YouTube Analytics LinkedIn Insights Presentation title 28th February 2011 19

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Digital & Social Media Strategies Series: Content Generation & Curation

  • 1. Content Generation & Curation: It’s not what you say, it’s how it’s said and by whom. January 2013 Office of Marketing & Communications
  • 2. How does Consumer Advocacy work with Social Media? •  The New Word of Mouth Advertising •  The Impact on Brand Reputation •  The Power of Each Social Platform 2
  • 3. Social Media is giving consumer’s a more powerful voice than ever before… A u d i e n c e Person A’s Friend Blogger who follows Person A’s Friend Global Journalist who follows Blogger Person A Social Networks (Word of Mouth) Presentation title 28th February 2011 3
  • 4. Social Media has made ‘letters of complaint’ easier to make public… Social Media Posts Blog & Website Articles Local, National & Global News Stories Presentation title 28th February 2011 4
  • 5. Consumers don’t always use social media channels the way business would like… Brand Reputation Management Sales Enquiries General Enquiries General Information Product News/ Updates Customer Complaints Customer Complaints Sales Enquiries Technical Problems Product News/ Stories Brand Reputation Presentation title 28th February 2011 5
  • 6. Did you know the average time spent on Facebook by a user is 7.5 hours… Groups (Forums) Tabs & Applications (APIs) Comments, Likes & Shares Facebook Messages Wall Posts & Recommendations Presentation title 28th February 2011 6
  • 7. Twitter has over 1.7 billion unique account users… Retweets & Favourites @Tagging Direct Messaging Lists Presentation title 28th February 2011 7
  • 8. LinkedIn helps over 200 million users, in over 200 countries network… •  Likes, Comments & Shares •  Recommendations •  Groups (Forums) Presentation title 28th February 2011 8
  • 9. Which Content Generates Great Consumer Advocacy? •  •  •  •  •  Production Value Rich Media User Generated Content Application Program Interface (API) Content Field of Dreams 9
  • 10. How much you spend on production could impact the value of it’s “engagabilty”… •  Metro Trains commissioned Melbourne pop/folk band, Cat Empire, to write “Dumb Ways To Die” •  Video currently has over 37,350,000 views •  Interactive Flash site, with drop down YouTube video and iTunes download links Presentation title 28th February 2011 10
  • 11. Rich Media forces a user to interact with the object… Click, Play & Watch Content Channels YouTube Vimeo Google Hangouts Flickr Visual.ly Click, Play & Listen Content Channels Soundcloud iTunesU Scroll Through & Read Content Channels Scribd ISSUU Slideshare Presentation title 28th February 2011 11
  • 12. A user reward by great content will more likely reciprocate with a social share… Launch poster created by DC Comics Post on DC Comic’s Facebook Page of poster Presentation title 28th February 2011 12
  • 13. Shared user generated content holds greater authenticity with other users… Videos User Generated Content Images Comments (Recommendations) Presentation title 28th February 2011 13
  • 14. APIs (also known as widgets) help spread and measure consumer advocacy… Like and Follow Widgets Share Widgets Comment Widgets Word of Mouth Advertising Presentation title 28th February 2011 14
  • 15. In order to curate the content, you first need to build a base to host it… User Content Facilitator Tools Competitions, Forums, Applications (APIs), Online Forms Content Hosting Platforms Websites, Blogs, Facebook Tabs & other Social Channels Presentation title 28th February 2011 15
  • 16. How can you measure Consumer Advocacy from Social Media? •  Social Media for CRM •  Social Management Tools •  Analytics 16
  • 17. CRM lists and campaigns are actually strengthened by Social Media… Facebook Tab APIs Google Forms Twitter Lists CRM Lists Presentation title 28th February 2011 17
  • 18. Social Media management tools track, assign and manage customer interactions… Community Management Tools can: •  Assign posts •  Set up Alerts on New User Posts •  Create management teams •  Track complaints and complaint resolution •  Aid risk mitigation of channels and content •  Create and view lists for monitoring •  Create reports and view analytic data Presentation title 28th February 2011 18
  • 19. Social Media platforms, like Facebook, also provide their own user insights… Google Analytics Facebook Insights YouTube Analytics LinkedIn Insights Presentation title 28th February 2011 19