1. Integrating
Content
with Social Media
Pam Didner (@pamdidner)
Global Integrated Marketing Manager
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2. Sit Back for a Minute and Relax...
http://www.youtube.com/watch?v=4B36Lr0Unp4
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3. Historically, content is marketing's Job.
Publish
Content
Finished
Content*
• One-way Communication
• Delayed Feedback
• Brands Have Little Distribution Power
* External Facing Communication Materials
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4. Today, content is everyone’s job...
without a clear owner.
Publish
Content
Original
Content
(MKT + Employees)
Publish
Content
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5. Publish
Content
Original
Content
(MKT + Employees)
Curated
Content
Publish
(Paid + Free) Content
• Two-Way
Communications
• Instant Feedback
• Everyone Is a Distributor
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6. Align Content Strategy with MKT Objectives.
For example
Marketing Objective: Amazing things
happen with Intel Inside.
Content Strategy: Tell stories about how
technology unleashes human potentials.
Source: iq.intel.com
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7. Content Sources
Product and Hot and
Trending Stories Related
Brand News
Stories across to Events and the
the Web Cultural “NOW”
Cool-hunting
Internally
Original Curated
Content Content
Highlighting
Company’s
Content Visionaries
Produced Submission
internally from
Employees
Content from
Partners
Hunt and source content with editorial
plan and employee activation.
Source: iq.intel.com
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8. Manage Content Differently
Think
Big...
Distribute
Small
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9. Think Big Distribute Small
• Keywords Address “What and How”
• Address “Who” the Influencers Are
• Timing Addresses “When”
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10. Think about Content Creation Differently
• Tell a Story
• Capture Everything
• Use Raw Footage
Wisely
Nothing can replace a powerful idea!
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11. Examples of Think Big
http://www.youtube.com/watch?v=fdJc1_IBKJA
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12. Capture Everything
Behind the Scenes Video Q & A Video
http://www.youtube.com/watch?v=CpCxIL3r5dM http://www.youtube.com/watch?v=jx5vugA7UuE
Videos of Individual Jumpers
http://www.youtube.com/watch?v=Iuv__-nyO1M
Use Raw Footage to Create
Varied but Relevant Content.
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13. Create Content within Content
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14. Don’t Create Just for the Sake of Creating...
Create with a purpose
• Align with your story or messaging.
• Keep it relevant to your products.
• Entertain your target audience.
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15. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
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16. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
16

17. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
17

18. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
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19. Distribute Small
World’s Largest Rope Swing 7 Posts
Behind-the-Scenes Video 2 Posts
Q & A Video 3 Posts
Individual Jump Videos 5 Posts
TOTAL 17 Posts
Teaser, Status Updates and Follow-up,
Yet Linked to the Same Content
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20. Is this only one piece of content?
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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21. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
21

22. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
22

23. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
23

24. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
24

25. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
25

26. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
26

27. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
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28. Distribute Small
Infographic 1
Points of Interest 10
Graph 2
TOTAL 13
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29. Distribute Small
Infographic 1 Infographic 1
Points of Interest 10 Points of Interest: 10 x 3 30
Graph 2 Graphic: 2 x 5 10
TOTAL 13 TOTAL 41
Maximize your content through multiple, creative
exposures to continue driving buzz and engagement.
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30. Three Key Takeaways
Align Content with Marketing Objectives.
Create Content within Content.
Think Big! Distribute Small!
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