After a great Social Media Week panel with the likes of Social Code, Livestream and BuzzFeed, we heard a lot of the same stuff:
Social TV is not going away. Users are engaging with
live TV events (like Super Bowl, award shows, sports, etc) while on social
within their mobile devices.
- We should be selective for the events in which we engage on live events
- For Example: Pepsi only held a live event war room for the Grammy’s and Super Bowl as they have a larger presence for these events. It gives them more of a reason, and more content to work with, when engaging on these programs.
Listen to, and think like, Customers:
- Become more “Data Driven” but with the right data points based on campaign KPIs
- Continue to join existing conversations, rather than creating your own so we can become a part of the community
- Evaluate if you would share your branded content as a user first - if the answer is no, don't publish it!
But, some information is nice to hear again as a reminder for brands:
Think moneyball strategy for content strategy with 3
types of content:
- Evergreen strategy: maintain the “always on” organic posts that support the brand and marketing goals (long tail)
- Seasonal strategy: Layer in relevant content to join the existing conversations
- Real-time integrations: Plan around a tent-pole moment and react to real time moments (like Sponsorship opportunities)
Content has a shelf-life. Revisit it and repurpose it
when we can:
- Think about the platform shelf-life:
- Twitter = 2-3 days
- Facebook = 5-7 days
- Instagram = 5-7 days
- Pinterest = 60-90 days
- Some evergreen content can be repurposed – evaluate how to optimize and bring back to the platforms especially if the content worked well the first time
