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Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy

This presentation walks you through how you create content in advertising that generates mentions and PR copy

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Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy

  1. HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR SLIDES BY NICOLAI ELMQVIST
  2. ABOUT ME ▸ Nerd in a shirt ▸ Worked with digital innovation and social media for the past 10 years ▸ Former Co-Founder & CEO @ creative digital agency Konstellation ▸ Created 3 tech startups and 1 agency. ▸ Looking for my next big adventure in NYC right now…
  3. AGENDA: LET’S TALK ABOUT GREAT CONTENT
  4. ADVERTISING 2015
  5. THE AD MARKET IS CHANGING RAPIDLY
  6. SO WHAT IS ADVERTISING REALLY TODAY?
  7. http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
  8. ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND CREATES VALUE TO PEOPLE.
  9. WHAT IS CONTENT?
  10. CONTENT IS MANY THINGS Articles Videos Pictures Digital servicesWebsite Apps Publications EventseDM Data SoMe PRAds Games
  11. 3 MAJOR CATEGORIES
  12. DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT This is what 
 we’re going to 
 focus on today When you stand on top of somebody - let’s see an example Fast to produce and post
  13. WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE CONTENT?
  14. 3 EXAMPLES!
  15. THE 4 MAGIC INGREDIENTS -ADD PLENTY
  16. FUNNY SURPRISING EMOTIONAL INNOVATIVE 0 100 0 100 0 100 0 100
  17. THE GOOD NEWS: YOU ONLY NEED TO USE ONE OF THEM TO MAKE IT WORK
  18. AND IT’S ONLY A MATTER HOW THE SOUP TASTE - NOT HOW IT LOOKS
  19. HOW DO I CREATE GREAT CONTENT?
  20. KNOW YOUR AUDIENCE & 
 TAP INTO THEIR WORLD
  21. Competitors Core ideaPosition Market Brand Consumer insights Media insights Technology insights CREATE A PLATFORM
  22. REMEMBER: ONLY USE ONE SIMPLE MESSAGE CONNECTED TO THE BRAND
  23. Ok - Let’s boost it… Do we really feel that people will… Can we launch it on our own channels … Paid media Earned media Owned media Seeding TV Print Outdoor Banners Events Share Like Comment Write about (PR) Social .com POS etc. IS IT A GREAT IDEA?
  24. DOES IT WORK CROSS CHANNEL? Activations Social Media Ambassa dors Media co-labs PR Partner ships Events Brand Content Positioning Tailor-made editorial output Producing Foundation Publishing Editorial themes Desired positioning Actual positioning Earned media PremisTarget and KPI’s
  25. CHALLENGE THE STATUS QUO
  26. BE BRAVE AND MAD a bit v
  27. WILL IT BE A VIRAL SUCCESS?
  28. MAYBE!
  29. HARD WORK, √ GREAT INSIGHT, √ GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT) GREAT PR EXECUTION IT’SNOTENOUGHREMEMBER
  30. HOW DO I MEASURE CONTENT?
  31. SELECT KPIS CONNEC- TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES ‣ Mentions ‣ Comments ‣ Shares ‣ Likes ‣ Perception ‣ Brand Love ‣ Subscribers ‣ Reach ‣ Views ‣ Plays ‣ Leads ‣ Direct sales ‣ Consideration Utilization Engagement Brand centricSales
  32. MEASURING CONTENT CAN BE A REAL BITCH!‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform
  33. GET THE RIGHT TOOLS TO MEASURE AND MONITOR THE PERFORMANCE
  34. BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY Always listen to what’s going on out there
  35. REMEMBER WHAT YOU HAVE LEARNED!!!
  36. THANKS TO: www.meltwater.com
  37. CONTACT ▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: nicolai@elmqvist.dk ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist

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