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Why brands must re-think their communications strategy and start thinking like editors. This presentation was delivered by Matthew Yeomans and Bernhard Warner of Custom Communication at the Social Media Influence 2011 conference in London. It shows how a social media editorial strategy can build strong community and get you noticed.
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Social Media Influence 2011
@socialinfluence
People are telling stories about your brand Why aren’t you telling your own story?
So what do people want from brands?
EntertainmentEntertainment ResponseResponse KnowledgeKnowledge LeadershipLeadership
HonestyHonesty RespectRespect
How can companies serve that need?
Be Useful!Be Useful!
There’s no magic formula to social media conversation
The Right Conversation
The Right Community
The Right Content
What do these have in common?
Good content = social media currency
Start thinking like a publisher – What content works where, when?
InsertYour Brand
InsertYour Brand
Start with an editorial plan
ORP Case Study
ORP – an historic brand opens it doors
Opera Romana Pellegrinaggi (ORP) has been organizing pilgrimages for the Vatican for over 75 years, recently through the brand JOSP, Journeys of the Spirit.
Custom is working with ORP to create a social media editorial strategy and to help ORP tell its own stories in a way that are shareable, discoverable and demonstrate the expertise ORP has in organising spiritual holidays.
By creating targeted, useful content ORP has succeeded in building a global social media community (called “Jospers”) and has established a prominent SEO footprint.
The project is on-going.
At the outset, Jospers had a problem…. A BBQ brand got all the clicks
Jospers secret weapon? It had great stories to tell
So we started unlocking the narrative
We went underground… for in-depth blog reports
We climbed to the top of St. Peter’s before dawn.. to live-tweet
We joined 1.5 mln pilgrims in piazza to film/photograph a global event
… and to bring to life Jospers’ story and community
The ‘always-on’ editorial strategy built strong social engagement
We connected with a global audience
The global map of Jospers social media following in August, 2010.Today, Jospers’ social media community spans 42 countries.
We took the story beyond the Vatican press corps
The new influencers: days before opening of Vatican Library exhibition in November we let travel, religious bloggers in on the event so they could inform their readers. Great earned media result: reports in blogs that have over 2.5 mln readers!
And we beat The New Yorker and “60 Minutes” at SEO
That was part of ORP’s story. What’s your story……?
