APG West Social Media Week: Jessi Langsen, H+K

Social at H+K; how we act, think and do

November 2016

÷ © Hill+Knowlton Strategies

Content + Publishing StrategyPublishing approachCase studiesMeasurement

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Today


A simple definition

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÷ © Hill+Knowlton Strategies4

What are we here to build?

The structure that helps you take those big creative ideas into action


Content + Publishing Strategy

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Where we begin: audience mapping

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▪ Global Web Index ▪ The H+K network ▪ Bespoke surveys (Google,

YouGov, Kantar) ▪ Focus groups ▪ Research companies (Atomik) ▪ Niche publications (FT, The

Pool etc)


Three key elements

1. Content strategy 2. Channel Strategy 3. Creative Direction

Planning model Where and when we’re publishing to

Art direction

Format of content Frequency of content Visual identity

Author of content POV on paid spend Tone of voice


Who your audience is + who are you to your audience

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▪ A good tone of voice document will save you time, investment, sanity

▪ Lessons you don’t have to learn the hard way:– Anyone who will be

measuring the success of your work later must agree to its objectives now

– Commit to the reality check as new world order in content


Planning model


Planning model: the most popular approach

+ Hero (high impact moments) + Hub (passion points)+ Help (information)


Example: Huawei

Fam

eR

etai

n

Hero

Hub

Episodic content packages led by big

events; either Global, or Local

CES

Help

Hero content used to inspire smaller bite size pieces

of content

Men’s Fashion Week

The OscarsMWC


Example: adidas Euros

HERO HUB HELP

Reactive celebrations of in-game moments using broadcast footage

Regular drops of player specific stories in relation to key tournament moments

Campaign film that set the tone and reached a mass audience


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Formats


CONVINCE

ENTE

RTAIN

RATIONAL

EMOTIONAL

INSP

IRE

HEL

PAWARENESS PURCHASE

AWARENESS PURCHASE

RATIONAL

EMOTIO

NAL

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Content types

Curated videos

Games

Infographics

Guest blogs

Celebrity social media

posts

Ads featuring celebrities

Trend reportsProduct / service

guidesWebinars

Product features

Reports and whitepapers

Curated news

How-to videos

Interactive demos

Articles

Case studies

Blogger social posts

Ratings

Twitter parties

Events

Blogger reviews

Data sheet + price guide

User reviews

Media reviews

Media features Video news

Community forums / Q&ANewsletters

E-books

Press releases

Professional/academic journals

Webisodes

Congress materials

Advertorial video

Chat bots / AI

Hill+Knowlton Strategies

Hill+Knowlton Strategies retains all intellectual property rights in, and asserts rights of confidentiality over, all parts of its response submitted within this presentation. By submitting this response we authorise you to make and distribute such copies of our proposal within your organisation and to any party contracted directly to solely assist in the evaluation process of our presentation on a confidential basis. Any further use will be strictly subject to agreeing appropriate terms. ÷ © Hill+Knowlton Strategies

Thank you

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APG West Social Media Week: Jessi Langsen, H+K

Marketing

Transcript of APG West Social Media Week: Jessi Langsen, H+K