if you create great content and no one sees it, does it really exist?
TRANSCRIPT
If You Create Great Content,and No One Sees It, Does It Really Exist?
#DySiWebinar
Julie Hayes Nick Robinson Scott Burke
Sr. Brand Communications Manager at Autodesk
Digital Strategistat SAP
Director of Business Development at Mortar Agency
@hartstein_jbh @socialrobinson @ScottKenada
What You Will Learn
o Current State of Content Marketing
o Why Content Distribution Matters More Now than Ever
o Employee Advocacy as a Key Distribution Strategy
o Companies Who Have Hacked the Traditional Model
o Key Takeaways and Q&A
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Content Consumes Us
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Spent on content creation alone last year$118BILLION
76%76% of B2B marketers will produce more content next year
Source: eMarketer
Source: CMI
of CMOs believe custom content is the future of marketing78%Source: Hanley Wood
27MSource: AOL & Nielsen
We Are All Content Consumers & Producers
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Exponentially more ways to consume content
Pieces of content are shared each day
More DEVICES and CHANNELS than ever before
Does Your Content Really Exist?
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Since 2013, the output of content per brand increased by 78%,but content engagement decreased by 60%
78%INCREASE
60%DECREASE
ContentCreation
ContentEngagement
Your Paid Content is Being Blocked
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41%In the last year Ad-blocking has grown bySource: Pagefair
Your Branded Content is Untrusted
ONLY15%
of consumers trust social posts by brands or companiesSource: Forrester
A Bottleneck of Content
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Traditional ModelPublishers deliver
content to individuals direct from the
company via paid media channels
Today’s ModelConsumers view and
share valuable content they enjoy with their
peers on social networks
A New Way to Hack Content Distribution
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Engage Amplify MeasureInform
Employee Advocacy
The most effective, scalable, and measurable strategy to ensure your EMPLOYEES and
CONSUMERS receive the content you create.
Autodesk’s Bonfire Program
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o Launched Employee Advocacy
program in May 2014
o Spans 32 countries with over
1400+ employees actively sharing
o Launched similar program to our
Channel Partners in 2015
A Curated Approach to Content
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o Hub & spoke model
o Content contributors publishing earned &
owned media in 6 different languages
o Tagged based on specific industries and themes
o Additional content sourced from industry
publications and thought leaders
o Encourage user submissions (300+ per quarter)
o Opportunistic with related trends
SAP’s “Social Matters” Program
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o Corporate social channels have trouble scaling beyond top branding initiatives.
o 15% more content being produced YoY with decreasing traffic and engagement
o Launched Employee Advocacy in July 2013 in Europe with 800 employees
o 10X engagement on branded content
o Reached scale of paid media programs at half the cost
168K Shares 457K Clicks 78K Reactions
259 Million Impressions
Global Expansion of Employee Advocacy
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
o Now expanding globally to multiple regions
o Organizing by Line of Business & Industry
o Global program oversight with regional leads
o Content Strategy aligns to SAP’s Digital
Business Framework
o Goal of 10K employees in the next 2 years
Nobody Reads Advertising People read what interests them, and sometimes it's an ad.
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§ 4 pieces of third party content
§ 1 piece of branded content.
§ 1 user submitted.
411the strategy
It All Starts with a Big Idea
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o Create great content, think inform not sell
o Appoint a select group of early adopters
o Create a culture of pride, and ownership
o Allow employees to create their own social narratives
Key Takeaways
#DySiWebinar@hartstein_jbh @socialrobinson @ScottKenada
Unblock the content distribution bottleneck by adding employees as a new channel
Increase content engagement by 10X by allowing employees to drive peer-to-peer communications
Drive higher content ROI and efficacy with great content that employees want to share
Measure all of it
#DySiWebinar
Julie Hayes Nick Robinson Scott Burke
Digital Strategistat SAP
Director of Brand Development at Mortar Agency
@socialrobinson @ScottKenada
THANK YOU!
Sr. Brand Communications Manager at Autodesk
@hartstein_jbh