Hosted by Telegraph Media Group on 29th February 2016
Are you producing genuinely engaging content for your online audiences and stakeholders? Are you successfully building stories about your business across a range of platforms? What is your platform strategy and why?
How far does your content strategy meet insights from your audiences? How are you managing your content strategies? How do you evaluate your content strategies?privacy and what are the best guidelines to prevent unanticipated consequences?
James Carson // Head of Social Media // Telegraph Media Group
Big narratives like the US election or the EU referendum aren’t necessarily the most shareable stories. It’s serendipitous trending that does really well on social channels. One of our most shared articles is ‘Men need nights out with the lads, scientists say’, written in 2014; we saw it trending recently and thought, why not put it out again?
As a destination site we still get about 45% of our traffic from search. The paper’s front page contains a lot about the EU referendum, and online people search for information around that. So on our website we do a lot of explaining, and those items can get quite high traffic.
There’s a lot that brands can pick up from publishers. Red Bull’s coverage of action sports is about creating highly shareable content with a potential to create experiences around it. Brands can also create search-friendly content that can be redistributed later on social, although at present not many do.
Jessica Gioglio // Leading Digital & Social Strategist // Sprinklr
What makes a good digital or social story? It’s about deeply understanding your customers and your audience: what moves or motivates them, or makes them laugh.
As global head of social for Dunkin' Donuts my first mission was to get to know its customers. You need to find out what social channels they’re on, and where the largest share of fans or conversation comes from, and build your strategy around that. Collect little fan insights, and use your everyday business understanding to channel them into content.
You can also get your employees involved. There’s a big advocacy play, especially in financial services organisations, about being a great place to work and being passionate about your customers. You can use different channels to tell your employee stories as well.
Something is bound to go wrong at some point. At Dunkin’ I instituted a CTFD index (‘calm the f*** down’). Benchmark your daily average conversation threshold, and every time you have a negative situation look at those thresholds and benchmark them against each other.
Stephen Hull // Editor-in-Chief // Huffington Post UK
Instead of always stressing the negative we look for solutions to the big issues. When other newspapers were complaining about the new 5p tax on plastic bags, we researched the good uses the money can be put to.
The big thing at the moment is the move from destination to distribution. NowThis has moved away from running a website and now just publishes social. It has seen its businesses flourish, because it understands that a Snapchat user is different to a Facebook or Twitter user.
In the US, we’ve changed our video strategy to suit American social networks. I don’t write something just because I think someone would like to read it, I’m looking at what people are engaging with and how their needs can be met on other platforms.
Oliver Smith // Managing Director EMEA // Unruly
The number of branded videos has gone up exponentially. But share rates have declined dramatically – an indication of how overloaded people are. The question is how to get cut-through.
You need to be authentic and have clarity of purpose. Broadcasters and media owners understand better than brands how their audiences are consuming their content.
You don’t want your bank trying to be funny, but there’s a whole palette of other emotions that a b2b advertiser can use, focusing on a product’s benefits or evoking nostalgia, for instance. Planning upfront is critical, so that you’re ready when you need to put something out fast.
Gerard Keeley // Co-Founder & CEO // Vidsy
Make your message contextually relevant to your audience. Even if you think you’re a boring brand there’s always authentic ways that you can make an emotional connection.
Our short videos for Carphone Warehouse promoted not the product itself but things that people could relate to, like what you can do with unlimited data. That encouraged sharing, and the company got an increase in social lift.
Look at the context – how are people watching video content? If it’s on a train or in a public space, you need to be able to tell the story visually. With NowThis news videos you can understand the whole story without ever having to turn on the sound.
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