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H O W C O N T E N T S T R AT E G Y H E L P S
T O D R I V E S O C I A L C U S T O M E R
E X P E R I E N C E S
@ M AT T Y S O C C I O
A G L E N E R G Y
“HOW DO I GET THEM
TO LIKE ME?”
@ M AT T Y S O C C I O
A G L E N E R G Y
DEFINE IT.
@ M AT T Y S O C C I O
A G L E N E R G Y
BUT WHY?
@ M AT T Y S O C C I O
A G L E N E R G Y
QUALITY
MATTERS
@ M AT T Y S O C C I O
A G L E N E R G Y
@ M AT T Y S O C C I O
A G L E N E R G Y
http://www.mirror.co.uk/news/world-news/barack-obama-prepares-become-couch-7
THIS GUY
@ M AT T Y S O C C I O
A G L E N E R G Y
THESE GUYS
“WWWWWH”
N E V E R F O R G E T 5 W 1 H
@ M AT T Y S O C C I O
A G L E N E R G Y
“WWWWWH”
W H O , W H AT, W H E R E , W H Y, W H E N ,
H O W
@ M AT T Y S O C C I O
A G L E N E R G Y
EXAMPLE
@ M AT T Y S O C C I O
A G L E N E R G Y
A L L T H E E L E M E N T S
BE DATA DRIVEN
@ M AT T Y S O C C I O
A G L E N E R G Y
@ M AT T Y S O C C I O
A G L E N E R G Y
Source – Multiscreem Report Nielsen Q3 2013, Q4 2014, Q4 2015.
• Q 4 2 0 1 5 – S M A R T P H O N E U P T A K E
A U S T R A L I A N S 1 6 + - 8 0 % ( + 6 % ) *
• O V E R 4 0 % O F F A C E B O O K P A G E U S E R S
W E R E 2 4 - 3 5
• 5 3 % W E R E L O C A T E D I N M E L B O U R N E
• 3 5 % C L A S S I F I E D A S N O T M A R R I E D
@ M AT T Y S O C C I O
A G L E N E R G Y
Source – Multiscreem Report Nielsen Q3 2013, Q4 2014, Q4 2015.
I M A G E O F B U S I N E S S M A N A G E R
@ M AT T Y S O C C I O
A G L E N E R G Y
K N O W H O W T O G E T T H E D ATA !
@ M AT T Y S O C C I O
A G L E N E R G Y
L E T Y O U R A U D I E N C E D R I V E
C O N T E N T C R E AT I O N
TAILOR TO
PLATFORM
@ M AT T Y S O C C I O
A G L E N E R G Y
KEEP UP TO DATE WITH TECH
@ M AT T Y S O C C I O
A G L E N E R G Y
http://www.geckoandfly.com/13143/50-things-smartphone-replaced-will-replace-future/
TRUE
KEEP UP TO DATE WITH TECH
@ M AT T Y S O C C I O
A G L E N E R G Y
ALSO
TRUE
@ M AT T Y S O C C I O
A G L E N E R G Y
F I LT E R S B O T S S M A R T
E N V I R O N M E N T S
CONTENT WITH
PURPOSE
@ M AT T Y S O C C I O
A G L E N E R G Y
" E X P E R I E N C E H A S A L R E A D Y T A U G H T
U S T H A T E V E N I F A N E W A L L - S I N G I N G
A N D D A N C I N G P L A T F O R M I S
A V A I L A B L E , W I T H O U T H I G H Q U A L I T Y
A P P R O P R I A T E C O N T E N T , C O N S U M E R
A D O P T I O N W I L L B E L O W . "
– N E I L M O R T E N S E N , D I R E C T O R O F
A U D I E N C E S , I T V
@ M AT T Y S O C C I O
A G L E N E R G Y
“ C O N T E N T W I T H O U T P U R P O S E I S
L I K E A K I M K A R D A S H I A N C O N C E R T –
N O I S E W I T H O U T S U B S T A N C E . ”
- M A T T Y S O C C I O
@ M AT T Y S O C C I O
A G L E N E R G Y
CONTENT ISN’T
KING – YOUR
AUDIENCE IS
@ M AT T Y S O C C I O
A G L E N E R G Y
@ M AT T Y S O C C I O
A G L E N E R G Y
 DEFINE IT!
 NEVER FORGET 5W1H
 BE DATA DRIVEN
 TAILOR TO PLATFORM
 CONTENT WITH PURPOSE
@ M AT T Y S O C C I O
A G L E N E R G Y
THANK YOU
@ M AT T Y S O C C I O
A G L E N E R G Y

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"How content strategy helps to drive customer experience."

  • 1. H O W C O N T E N T S T R AT E G Y H E L P S T O D R I V E S O C I A L C U S T O M E R E X P E R I E N C E S @ M AT T Y S O C C I O A G L E N E R G Y
  • 2. “HOW DO I GET THEM TO LIKE ME?” @ M AT T Y S O C C I O A G L E N E R G Y
  • 3. DEFINE IT. @ M AT T Y S O C C I O A G L E N E R G Y
  • 4. BUT WHY? @ M AT T Y S O C C I O A G L E N E R G Y
  • 5. QUALITY MATTERS @ M AT T Y S O C C I O A G L E N E R G Y
  • 6. @ M AT T Y S O C C I O A G L E N E R G Y http://www.mirror.co.uk/news/world-news/barack-obama-prepares-become-couch-7 THIS GUY
  • 7. @ M AT T Y S O C C I O A G L E N E R G Y THESE GUYS
  • 8. “WWWWWH” N E V E R F O R G E T 5 W 1 H @ M AT T Y S O C C I O A G L E N E R G Y
  • 9. “WWWWWH” W H O , W H AT, W H E R E , W H Y, W H E N , H O W @ M AT T Y S O C C I O A G L E N E R G Y
  • 10. EXAMPLE @ M AT T Y S O C C I O A G L E N E R G Y A L L T H E E L E M E N T S
  • 11. BE DATA DRIVEN @ M AT T Y S O C C I O A G L E N E R G Y
  • 12. @ M AT T Y S O C C I O A G L E N E R G Y Source – Multiscreem Report Nielsen Q3 2013, Q4 2014, Q4 2015.
  • 13. • Q 4 2 0 1 5 – S M A R T P H O N E U P T A K E A U S T R A L I A N S 1 6 + - 8 0 % ( + 6 % ) * • O V E R 4 0 % O F F A C E B O O K P A G E U S E R S W E R E 2 4 - 3 5 • 5 3 % W E R E L O C A T E D I N M E L B O U R N E • 3 5 % C L A S S I F I E D A S N O T M A R R I E D @ M AT T Y S O C C I O A G L E N E R G Y Source – Multiscreem Report Nielsen Q3 2013, Q4 2014, Q4 2015.
  • 14. I M A G E O F B U S I N E S S M A N A G E R @ M AT T Y S O C C I O A G L E N E R G Y K N O W H O W T O G E T T H E D ATA !
  • 15. @ M AT T Y S O C C I O A G L E N E R G Y L E T Y O U R A U D I E N C E D R I V E C O N T E N T C R E AT I O N
  • 16. TAILOR TO PLATFORM @ M AT T Y S O C C I O A G L E N E R G Y
  • 17. KEEP UP TO DATE WITH TECH @ M AT T Y S O C C I O A G L E N E R G Y http://www.geckoandfly.com/13143/50-things-smartphone-replaced-will-replace-future/ TRUE
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  • 21. " E X P E R I E N C E H A S A L R E A D Y T A U G H T U S T H A T E V E N I F A N E W A L L - S I N G I N G A N D D A N C I N G P L A T F O R M I S A V A I L A B L E , W I T H O U T H I G H Q U A L I T Y A P P R O P R I A T E C O N T E N T , C O N S U M E R A D O P T I O N W I L L B E L O W . " – N E I L M O R T E N S E N , D I R E C T O R O F A U D I E N C E S , I T V @ M AT T Y S O C C I O A G L E N E R G Y
  • 22. “ C O N T E N T W I T H O U T P U R P O S E I S L I K E A K I M K A R D A S H I A N C O N C E R T – N O I S E W I T H O U T S U B S T A N C E . ” - M A T T Y S O C C I O @ M AT T Y S O C C I O A G L E N E R G Y
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  • 25.  DEFINE IT!  NEVER FORGET 5W1H  BE DATA DRIVEN  TAILOR TO PLATFORM  CONTENT WITH PURPOSE @ M AT T Y S O C C I O A G L E N E R G Y
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