At the cusp of a new era of ephemeral self-destroying Snapchat pictures and soon-forgotten WhatsUp messages, we will look at the progression of content creation for the social web that led us there. As we move from the wastelands, mostly characterised by the odd PR-message and overly contrived calls to action, we will travel an uphill road, witnessing the struggle of companies to find their voice on the social web. At the end of our journey we will arrive at the current heights, where production of content is more professional than ever. But it’s windy at the top: competitors are right around the corner, trolls are lurking everywhere and the need to keep adapting your content is omnipresent.

1. From Wastelands to
Wuthering Heights
Judith Denkmayr & Richard Hemmer DIGITAL AFFAIRS
the rocky road to great social media content
cc:flickr.com/photos/brammetje

2. In the beginning was
the word...
cc:flickr.com/photos/jdhancock

3. SOCIAL
(media)

4. Content for social
media was a
wasteland
cc:flickr.com/photos/eflon

5. Companies
were used to
sending
cc:flickr.com/photos/eflon

7. And shouting
cc:flickr.com/photos/eflon

8. cc: flickr.com/photos/dno1967b

9. Not engaging
Not interesting
Not the right channels
cc:flickr.com/photos/eflon

10. The Gone with the
Wind Phase
cc:flickr.com/photos/jezarnold

11. The iPad Strategy
cc:flickr.com/photos/jezarnold

12. cc:flickr.com/photos/jezarnold

13. The iPad Strategy
A testament to lack of vision
Brings in fans from all over the place
Not sustainable
cc:flickr.com/photos/jezarnold

14. The Very Hungry Caterpillar

21. Not authentic
Lazy
Not sustainable

22. Much ado
about nothing

24. Everyone does it
It’s not relevant
Nobody cares

25. Wuthering Heights
cc:flickr.com/photos/danscurtu

26. cc:flickr.com/photos/danscurtu

27. cc:flickr.com/photos/danscurtu

28. cc:flickr.com/photos/danscurtu

29. But: Not all’s well
that ends well
cc:flickr.com/photos/danscurtu

30. cc:flickr.com/photos/danscurtu

31. So, how do I find
my sweet spot?
cc:ChinaWorldHotel,Bejing

32. Don’t be afraid to check out your
competitors
cc:ChinaWorldHotel,Bejing

33. Editor
Content Creator
Content Producers
Don’t forget:
Assign Responsibilities
Set up your
team
cc:ChinaWorldHotel,Bejing

34. Define where and
how to address
your audience
Tonality
Content types
Platforms
Frequency
cc:ChinaWorldHotel,Bejing

35. Find the content
that adds value
Information?
Brand stories?
Servicing?
cc:ChinaWorldHotel,Bejing

36. Test, Analyse and
Evaluate
What’s working and what
isn’t?
Do I need ads to boost
my reach?
Which are the KPIs I want
to keep track of?
cc:ChinaWorldHotel,Bejing

37. Added Value
Frequency
Format
Platform
cc:ChinaWorldHotel,Bejing

38. Remember…
….your content always
has to compete with
the cutest kitten alive!
Addd Value
Frequency
Format
Platform
cc:ChinaWorldHotel,Bejing

39. Finally
Don’t waste your time
-
and that of your customers
Please don’t!

40. Smart Content Day 2014
October 23rd, 2014
at the Orangerie Schönbrunn
Schönbrunner Schloßstrasse 47, 1130 Vienna, Austria
http://smart-content-day.com/