1. Integrating
Content
with Social Media
Pam Didner (@pamdidner)
Global Integrated Marketing Manager
1
2. Sit Back for a Minute and Relax...
http://www.youtube.com/watch?v=4B36Lr0Unp4
2
3. Historically, content is marketing's Job.
Publish
Content
Finished
Content*
• One-way Communication
• Delayed Feedback
• Brands Have Little Distribution Power
* External Facing Communication Materials
3
4. Today, content is everyone’s job...
without a clear owner.
Publish
Content
Original
Content
(MKT + Employees)
Publish
Content
4
5. Publish
Content
Original
Content
(MKT + Employees)
Curated
Content
Publish
(Paid + Free) Content
• Two-Way
Communications
• Instant Feedback
• Everyone Is a Distributor
5
6. Align Content Strategy with MKT Objectives.
For example
Marketing Objective: Amazing things
happen with Intel Inside.
Content Strategy: Tell stories about how
technology unleashes human potentials.
Source: iq.intel.com
6
7. Content Sources
Product and Hot and
Trending Stories Related
Brand News
Stories across to Events and the
the Web Cultural “NOW”
Cool-hunting
Internally
Original Curated
Content Content
Highlighting
Company’s
Content Visionaries
Produced Submission
internally from
Employees
Content from
Partners
Hunt and source content with editorial
plan and employee activation.
Source: iq.intel.com
7
12. Capture Everything
Behind the Scenes Video Q & A Video
http://www.youtube.com/watch?v=CpCxIL3r5dM http://www.youtube.com/watch?v=jx5vugA7UuE
Videos of Individual Jumpers
http://www.youtube.com/watch?v=Iuv__-nyO1M
Use Raw Footage to Create
Varied but Relevant Content.
12
14. Don’t Create Just for the Sake of Creating...
Create with a purpose
• Align with your story or messaging.
• Keep it relevant to your products.
• Entertain your target audience.
14
15. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
15
16. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
16
17. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
17
18. Distribute Small
World’s Largest Rope Swing
Q & A video
http://www.youtube.com/watch?v=4B36Lr0Unp4
18
19. Distribute Small
World’s Largest Rope Swing 7 Posts
Behind-the-Scenes Video 2 Posts
Q & A Video 3 Posts
Individual Jump Videos 5 Posts
TOTAL 17 Posts
Teaser, Status Updates and Follow-up,
Yet Linked to the Same Content
19
20. Is this only one piece of content?
http://visual.ly/top-10-most-expensive-paintings-ever-sold
20
21. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
21
22. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
22
23. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
23
24. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
24
25. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
25
26. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
26
27. Is this only one piece of content?
(close-up)
http://visual.ly/top-10-most-expensive-paintings-ever-sold
27
28. Distribute Small
Infographic 1
Points of Interest 10
Graph 2
TOTAL 13
28
29. Distribute Small
Infographic 1 Infographic 1
Points of Interest 10 Points of Interest: 10 x 3 30
Graph 2 Graphic: 2 x 5 10
TOTAL 13 TOTAL 41
Maximize your content through multiple, creative
exposures to continue driving buzz and engagement.
29
30. Three Key Takeaways
Align Content with Marketing Objectives.
Create Content within Content.
Think Big! Distribute Small!
30