Simon Jenkins - OTE London - Don’t go social without content
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Transcript of Simon Jenkins - OTE London - Don’t go social without content
Don’t go social… without content
Simon Jenkins – Head of Social Media
Red Rocket Media
@SimonJenkins09@RedRocketMedia
Search Marketing
Marketing Strategy
Social Media & Content Marketing
CRM and Marketing Automation Software
@SimonJenkins09@RedRocketMedia
Traditional views
“If social media is the cup… content is the coffee”
Anonymous, 2012.
@SimonJenkins09@RedRocketMedia
Content
All social channels require content: It is the type of content and its tone that is the differentiator.
Content can make people: cry / laugh / trust you / hate you / buy from you / buy from someone else / report you…
There are no concrete rules. Content is subjective.
Think about Rihanna’s bum!
Content draws emotion – as a social media & content marketing agency, our aim is to shape that emotion.
@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
Content is subjective
How can we ensure that content has the maximum appeal, to the maximum amount of people?
@SimonJenkins09@RedRocketMedia
NO please stop
@SimonJenkins09@RedRocketMedia
Social media is scalable… what happens if we zoom out?
@SimonJenkins09@RedRocketMedia
1. Who do we want our content to be seen by…?
2. What do our fans / followers want…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Spike in traffic… which didn’t drop immediately. WHY?
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Content
Well written content:
-Team of journalists -Editorial calendars-Nurturing of social relationships-Monitoring of influencers -Treating each piece of content as a stand-alone article
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Same pattern, but aimed at a localised influencer: Teesside Gazette
Who do we want our content to be seen by…?
@SimonJenkins09@RedRocketMedia
Who do we want our content to be seen by…?
What do our fans / followers want?
The ‘what you YOU want’ theory
@SimonJenkins09@RedRocketMedia
Incredibly engaged fan base across Twitter > Facebook > Google+
However, people are very opinionated about their dogs and thus the content
Some content was receiving negative engagement (pictures > how to > tips)
To overcome the issue, we turned our content strategy on its head
What do our fans / followers want?@SimonJenkins09@RedRocketMedia
@SimonJenkins09@RedRocketMedia
Top 5 most engaged posts of 2013
100% positive sentiment
Largest reach of 2013
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Top 10 running destinations
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When all of these things work together, MOMENTUM is created…
@SimonJenkins09@RedRocketMedia
Thank you
@SimonJenkins09 @RedRocketMedia