integrating content with social media

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with Social Media

Pam Didner (@pamdidner) Global Integrated Marketing Manager

Integrating

Content

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Sit Back for a Minute and Relax...

http://www.youtube.com/watch?v=4B36Lr0Unp4

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Historically, content is marketing's Job.

• One-way Communication • Delayed Feedback • Brands Have Little Distribution Power

* External Facing Communication Materials

Finished Content*

Publish Content

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Today, content is everyone’s job... without a clear owner.

Original Content

(MKT + Employees)

Publish Content

Publish Content

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Original Content

(MKT + Employees)

• Two-Way Communications

• Instant Feedback • Everyone Is a Distributor

Curated Content

(Paid + Free)

Publish Content

Publish Content

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Marketing Objective: Amazing things happen with Intel Inside.

Content Strategy: Tell stories about how technology unleashes human potentials.

Align Content Strategy with MKT Objectives.

For example

Source: iq.intel.com

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Hunt and source content with editorial plan and employee activation.

Original Content

Curated Content

Content Sources

Hot and Trending

Stories across the Web

Stories Related to Events and the Cultural “NOW”

Submission from

Employees

Cool-hunting Internally

Product and Brand News

Highlighting Company’s Visionaries Content

Produced internally

Content from Partners

Source: iq.intel.com

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Manage Content Differently

Think Big...

Distribute Small

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• Keywords Address “What and How” • Address “Who” the Influencers Are •  Timing Addresses “When”

Think Big Distribute Small

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• Tell a Story • Capture Everything • Use Raw Footage Wisely

Nothing can replace a powerful idea!

Think about Content Creation Differently

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Examples of Think Big

http://www.youtube.com/watch?v=fdJc1_IBKJA

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Capture Everything

Behind the Scenes Video http://www.youtube.com/watch?v=CpCxIL3r5dM

Q & A Video http://www.youtube.com/watch?v=jx5vugA7UuE

Use Raw Footage to Create Varied but Relevant Content.

Videos of Individual Jumpers http://www.youtube.com/watch?v=Iuv__-nyO1M

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Create Content within Content

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• Align with your story or messaging. • Keep it relevant to your products. • Entertain your target audience.

Don’t Create Just for the Sake of Creating... Create with a purpose

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Distribute Small

http://www.youtube.com/watch?v=4B36Lr0Unp4

World’s Largest Rope Swing

Q & A video

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Distribute Small

World’s Largest Rope Swing

Q & A video

http://www.youtube.com/watch?v=4B36Lr0Unp4

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Distribute Small

World’s Largest Rope Swing

Q & A video

http://www.youtube.com/watch?v=4B36Lr0Unp4

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Distribute Small

World’s Largest Rope Swing

Q & A video

http://www.youtube.com/watch?v=4B36Lr0Unp4

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Distribute Small

World’s Largest Rope Swing

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

7 Posts

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Is this only one piece of content?

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Is this only one piece of content? (close-up)

http://visual.ly/top-10-most-expensive-paintings-ever-sold

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Distribute Small

Infographic 1

Points of Interest 10

Graph 2

TOTAL 13

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Distribute Small

Infographic 1

Points of Interest 10

Graph 2

TOTAL 13

Maximize your content through multiple, creative exposures to continue driving buzz and engagement.

Infographic 1

Points of Interest: 10 x 3 30

Graphic: 2 x 5 10

TOTAL 41

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Three Key Takeaways

Align Content with Marketing Objectives.

Create Content within Content.

Think Big! Distribute Small!