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

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Social media is scalable… what happens if we zoom out?

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1. Who do we want our content to be seen by…?

2. What do our fans / followers want…?

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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…?

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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

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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

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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…

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Thank you

@SimonJenkins09 @RedRocketMedia