1. David Wesson
Twitter -@wess
BRANDED CONTENT & SOCIAL SHARING
„Creating the perfect mix to cut through the noise‟

2. THREE THINGS ABOUT ME
I take pictures I evolve I’m a Ocean Swimmer
http://about.me/davidwesson
TWEET TIP
Branded content & Social sharing-Creating the perfect mix to
cut through the marketing noise @wess #corpSM

3. The backstory Why sharing & branded What you should be
content ? doing ?
WHAT I‟M GOING TO TALK ABOUT TODAY

4. WHY ARE WE HERE?
Just 36% of people thing their content marketing is
effective
Source 2012 Marketing Professionals
Survey

5. CONTENT MARKETING GOALS

6. BIGGEST CHALLENGES
• Producing the kind of
content that engages
• Producing content that gets
shared & potentially goes
viral
• Producing enough content
• Maintain mindshare
• Shift in brand strategy

7. INFORMATION OVERLOAD
• Amount of
information is
increasing.
• How do we
navigate?
• Achieve cut
through
• Filtering

8. WHY SOCIAL SHARING & BRANDED
CONTENT

9. WE ARE ENTERING THE POST PC ERA

10. THE RISE OF THE SMARTPHONE &THE
MOBILE WEB
60% local penetration& Mobile Internet should
Making a phone call is only the overtake desktop use by 2014
5th most popular activity on a /2015 (Microsoft)
phone

11. SOCIAL NETWORKING IS MOBILE
• One to one
• Narrow casting
• Responsive design to optimise
for mobile
• Over 55 % use Facebook
through mobile
TWEET TIP
Prioritise content strategies that facilitate personal sharing
through mobile & the browser @wess #corpSM

12. SOCIAL FIRST NOT SEARCH
Social sharing impacts SEO
• Social signals correlate strongly
with good rankings in Google’s
index
The audience shares
• 41% of Adult internet users take
photos or videos they found
online & repost them

13. IN THE STREAM
• Main way we receive
our news now
• Content which is
designed for social
newsfeeds and mobile
• Based on nderstanding
of why people
like, share and engage
around content.
. Facebook’s News Feed changes

14. THE CONNECTED GENERATION OF
SUPER SHARERS
• Defined by their
connectedness & interests
• The way they learn discover
and share information online.
• share with their
friends because it make them
look good
• BuzzFeed attributes as much as
75% of their traffic from
consumers simply looking for
cool content to share

15. CONTENT AS CURRENCY
• Content is a gift that forms a
currency — something we trade
for our audience’s attention.
• That currency becomes more
valuable every time it’s shared
by someone other than
ourselves.
• Ask yourself What
rituals, traditions, or social
conventions involve your
product? What do people talk
about, share or exchange in
these activities?

16. THE RISE OF VISUAL SOCIAL MEDIA
• 90% of info transmitted to
the brain is visual
• Visuals are processed 60K
times faster to the brain
than text
• The rise in visual social
media has raised the bar
creatively
“Brands that can rock visual
media will find themselves
market leaders”.
Ekerterina Walter Intel

17. “COMMUNICATION IS NOW IMAGES
FIRST, WORDS SECOND”
TWEET
THE RISE OF INSTAGRAM
“communication is now in images first, words second” @wess
#corpSM

18. SPOT THE DIFFERENCE
•

19. THE RISE OF INSTAGRAM
Tumblr
Pinterst
Facebook has changes its Instagram
news feed to aggregate Arguably are where the
content better and make opportunities are for
it more visual brands to differentiate
themselves with social
media.
@sydneyfashion
@Lauren Plath @GaryPepperGirl blogger
March 2012 Sept 2012 March 2013
210K 505 K 1.2 million
TWEET TIP
“Using original branded images in your posts is one of the best ways
THE RISE OF INSTAGRAM
to promote sharing of your content” @wess #corpSM

20. PEOPLE SHARE POST & BUY BASED ON
PHOTOS
The most common factor when buying
¼ of online conversations about online the phoot (67%) ahead of product
a retailer happen in-store info (63%) and ratings (53%)
http://bit.ly/11A6g12

21. TUMBLR
Now the world’s largest blogging platform

22. SHORT FORM VIDEO
Create gifs or very short videos.
Put through filters. Share.
Mobile friendly (creation and
data)
Vine - six second videos on a
loop. Owned by Twitter,
arguably already the most
popular mobile video networks
Cinemagram - animated gifs, you
create from mobile video
Viddy - 30 second (up from 15)
video with !fters

23. ANIMATED GIFS
• Now an art form in its own
right
• Has moved into the political
mainstream, from specialist
tumblrs, to Buzzfeed, to the
Guardian
• “Gifs are....”the political
cartoons of our
generation....in the past
people were making
cartoons for the New Yorker.”
(Jessica Bennet tumblr)
17 year old Australian working with top
fashion brands

24. A NEW VISUAL SOCIAL MEDIA
ECOSYSTEM
Photo-sharing Short form video/ gifs
Story-telling & curation Longer form video

25. SOCIAL SHARING IS A SCIENCE
Best practices in social sharing
can vary dramatically based
on:
• Time of the day,
• what day of the week you
post on which platform
• the use of exclamation
marks & question marks
• or hashtags.
• Seven types of sharers
ranging from altruists to
careerists. Source “the science of sharing 2012
Compendium report

26. THE RISE OF THE CREATIVE CONTENT
CURATOR
• Monitoring trends & Know
what content resonates with
your audience
• Associating your brand with
cool content people are more
disposed to feel favourably
towards the brand
• Curating content into subsets
and genres is something which
that BuzzFeed have turned into
an art form.
• Use of lists to increase
engagement & drive brand lift
& consideration.

27. WHAT SHOULD YOU
BE DOING?

28. START BY?
• Looking at what content is
already out there that is
working. 75/25 %
• Why does it resonate, why is it
easy to remember and does
connect back to the brand ?
• “It should provide a reason to
share so if your content is cool
and its funny people and
garners an emotion people will
share it.”
TWEET TIP
“Does your content resonate, is it easy to remember and does connect back
to the brand ?” @wesss #corpSM

29. WHAT ARE YOUR CONTENT TOPICS AREAS ?
Gizmodo
Techau Frequent Flyer
smarthouse
Whirlpool Australian OzAudi.com.au
Aussie hi-fi Frequent Flyer
Motorreport.com.au
AU Techeads
Av hub.com.au Ask a
nomad Caradvice.com.au
gadgetguy.com.au Design files
Way Cool Jnr
Cool hunter Lost at e-minor
Spotify BOSE Yellowtrace.com
CATERGORY
CONVERSATION

30. WHO ARE YOUR INFLUENCERS?
• Identify Individuals &
groups to partner with
• Provide your brand trust
& credibility
• Collaborate on content
initiatives which are more
relevant to your audience
& conversations

31. WHAT IS BRANDED CONTENT ?
SOCIAL MEDIA
PEOPLE BRAND
STORIES STORIES
1ST
CONTENT
TWEET TIP
“The branded content sweetspot is telling a story in an organic way
so doesn‟t feel like an advertising” @wesss #corpSM

32. CREATING GREAT CONTENT?
• is a combination of creating
stunning emotion provoking
images and great
copywriting that connects to
the brand.
• If content is fun interesting
and quirky the message can
be secondary
• Brand association and
resulting organic lift is what
is so important.”
TWEET TIP
“Great Content Isn‟t Great Until it‟s Discovered, Consumed
and Shared @wess #corpSM

33. CREATIVE TO CONTENT EXCELENCE
Coca-Cola Content 2020 Part One http://bit.ly/ZPJmSt

34. „FACTS TELL STORIES SELL‟

35. THE WHY
• Aligning with goals
• Core target audiences
• What will be delivered
• The outcomes

36. CASE STUDY –HOME MADE SIMPLE
Enabling women to have more quality time with their families

37. STRATEGY
• Adopting a
publisher Awareness
mentality
• Consistency
• Ongoing vs one off Expenditure
• Traditional model
vs Social media
model
Social media expense vs
exposure

38. RELEVANCY- CASE STUDY
DAVID REATH PLASCTIC SURGEON

39. RESULTS
• Revenue up 19% during recession.
• No open surgery spots.
• Conversion rate up from 55% to 70% (“the videos patients
feel they know us and come in ready to schedule.”)
• 2,082 Facebook fans with 203 regularly engaging.
• 110% increase in referrals to website from Facebook
• 9,027 downloads of Girlfriend’s Guide eBook
• Top ranking for all key search terms

40. TIMELY – ADOPTING A REAL-TIME
MINDSET
Not new media its “Now
media”
• 16k Re-tweets
• An additional 30K
• Instagram followers

41. YOU NEED A FORMAT
A recipe for your content

42. DESIGNING YOUR CONTENT FOR
SHARING
• Sending out bits and
bites of content which
can be digested and
shared rapidly.
• Chunking into different
formats
• i.e. Info graphics, e-
books, video, blog posts
TWEET TIP
“Design an experience around what matters to your audience & make it
easy 4 them to share & express themselves” @wess #corpSM

43. CREATING A MOVEMENT

44. RED BULL

45. THE FUTURE IS BRANDSCAPING?
What if?
• You built content partnerships
with other services associated
with your target audience?
• Shared costs?
• Promoted through your
respective brand channels to
reach more of your target
audience?
• Who has your next customer
as their existing customer ?
Brandscaping –Andrew M Davis

46. THE WRAP
• Always design for sharing in mind –only content that is shared
becomes great
• Maintain “mindshare” with more value that takes less time to
consume.
1.Visual 2.Aggregation 3.Infographics
• Don’t be afraid to experiment with new ways to share content.
• There is no one hard and fast rule is this rapidly evolving
space.
• The future is brand scaping because not everyone is a Red Bull

47. IN SUMMARY –WHY
SHOULD IT MATTER
• with social media at the
pulse, the way we
interact, engage and talk with
our friends has become based
upon sharing more than ever.
• Brands that can capitalise on
this and associate their brands
with cool & valuable and
quirky content that people
want to share will position
themselves more favourably
as part of consumers purchase
consideration.

48. THANK YOU FOR LISTENING!
david@evolvesocial.com.au
www.evolvesocial.com.au