Custom Communication director Matthew Yeomans on social media fails and the growth of the content marketing

1. Social Media Fails and Success in
Content Marketing
www.customcommunication.co.uk

2. About Custom
Custom Communication provides content
marketing and social media publishing
consulting services to companies, with a special
focus on sustainability.
Director Matthew Yeomans is the co-founder of
Social Media Influence and writes the Social
Business column for Guardian Sustainable
Business.
He is the co-author, with Bernhard Warner, of
#FAIL: The 50 Greatest Social Media Screw-ups
and lead author of the Social Media
Sustainability Index.
He also teaches on the MBA Digital Media
Management course at Cardiff University.

3. The #FAILs

4. McFAIL – Be aware of events outside your marketing calendar

5. Bing – Understand the sensibility of the community

6. Carnival Cruises – marketing and PR need joined up
communication

7. Red Cross – Checks and balances on publishing

8. United – The public can be far more effective storytellers than
companies

9. Why Content Marketing?

10. What Changed?
Everyone has a voice nowadays

11. What Do People Want From Companies?
Entertainment Response Knowledge Leadership
Honesty Respect

12. How Can Companies Serve that Need?
Be There For
Be Creative Be Informative Be Relevant
Them
Be Transparent Be Authentic

13. In a nutshell…
Be useful

14. How to start?
Listen
Measure Learn
Create

15. Think like an editor would

16. What do these technologies have in common?

17. Content Marketing in Action

18. The glut of infographics

19. The rise of video and mobile video storytelling
http://socialcam.com/v/1Uyvz0vO

20. Branded documentaries

21. Crowdsourced homepages

22. Bringing life to dull old sustainability reports

23. Social media “magazines” as websites

24. IBM is everywhere potential customers may be

25. The whole world knows this image

26. Extreme events as a year-long narrative journey

27. Red Bull drew inspiration from YouTube

28. Contact me
@mateoy
matthew@customcommunication.co.uk
www.customcommunication.co.uk