THIS IS YOUR PRESENTATION TITLE

Hide the VegetablesServe up more digestible content@socialkelsey

Hello!I am Kelsey CarrollBrand Social Lead, Hewlett Packard EnterpriseContent CreatorKaraoke Afficionado

You can find me at @socialkelsey

Im obsessed with brand experienceIm from Dallas, TX

Cookout has the best shakes

A spoonful of sugar helps the medicine go down.

- Mary Poppins

@socialkelsey

Does anyone here have kids?I dont, but right after college, I nannied for 2 kid, 5 and 7 years old.Every night, I would cook them a nutritious dinner and they wouldnt eat it. All they ate was beige things like Velveeta Mac and Cheese and Dinosaur chicken nuggets.Since I cared about these kids lives, I had to get creative and cook delicious dishes with green things like spinach and broccoli that think they hate, even though its good for them!Well, B2B buyers and the IT decision makers we are concerned about at HPE are just like these kids. They are quite skilled at avoiding, blocking, and dodging marketing/ads, but they might be missing something that could be helpful, save them money and make their jobs more efficient.

CONTENT + CONTEXTWho?What?Where?Why should I care?

@socialkelsey

Yes we all know content is key but so is context.

Today were going to talk about creating and delivering the right content, at the right time, to the right people, in the right way

The smaller the screen

@socialkelsey the less room there is for your brand

Make your content worthy of this intrusion!

Heres an example.

By 2020, 75% mobile traffic will be videoVideo is a big deal(but you already knew that)@socialkelsey

But what you might not know is that

85% video views are on muteCaptions are key for retention@socialkelsey via Facebook

85% of video views on Facebook while on mute. You can measure this when you go home in you admin module on your Facebook page. We looked at our numbers and we were like woah. We realized that not all of our videos have captions, in fact very few did. Also views steeply dropped after the first 5 seconds. We were doing a brand recall study with Facebook and recall was very low. We had launched the new Hewlett Packard Enterprise brand just a year back., this was important to us.

So, we operationalized captioning on all our paid videos on Facebook and saw video views go up and we included the logo lock-up in the first 3 seconds and brand recall increased and we saw relevant comments. Comment section is where its at.

When make it socialmeans make it good

Key ingredientsMain courseBon appetit!@socialkelsey BriefHero ContentDistribution & Amplification

When they say make it social I hear make it good more digestible, entertaining, educational, shorter

3 step process to penetrating the screen time of your audience and distributing content in new delicious ways

1.Key ingredientsWork with what youve got@socialkelsey

Before starting, ask yourself these questionsWhats my budget for production?Whats my budget for promotion?What is considered success?@socialkelsey

Know your limitations. Set clear goals. I know I hate it, too. But it will help you optimize for success

Your budget for promotion should match your budget for production. Yup.

When writing a briefbe sure to includePriority messagingStorytelling techniquesEmbedded brand experienceTarget audience and measurement KPIs@socialkelsey

What do you want people to know?How will you tell them?

Engineer the brand experience from embedded a consistent look and feel, tone of voice even things like page load time

No one caresabout youWhat you can do for your audienceWhat your audience cares about@socialkelsey What your content should be about

Relevance and content is key

@socialkelsey

Curate stories from within your organizationProfile employees (not just execs)Unearth customer service winsHighlight partnershipsUser generated content

@socialkelsey

Heres an idea we are working on humanizng a B2B IT company

Let your peopleshine@socialkelsey

Let your people and their perspectives shine@socialkelsey

2.Main courseWhats your hero content?@socialkelsey

Your hero content should be nutritiousVideoBlog PostPodcast

@socialkelsey

Place your screenshot hereIdeal length for a

Video is 60 seconds

Blog post is 6 minutes long

Podcast is 30-45 minutes

Your hero content should be easily consumed on mobile

@socialkelsey

3.Bon appetit!Serve, distribute, and amplify@socialkelsey

Set the tablewith a buffet of contentInnovative Social Posts & AdsQuote CardsSnapchat, Instagram Stories

@socialkelsey

Where does your audience hang out online?Channel selection and targeting must be on point@socialkelsey

Give people a reasonto engage

Snackify quotes, video clips, images, GIFs and use them to drive traffic to your site@socialkelsey

Targeting QA

Provide value, entertainment, benefits

Tell an immersive storywith Facebook Canvas adsFull-screen mobile ad Combination of video, text, GIFs, linksLeverage Facebook targeting

@socialkelsey

Unearth a treasure troveof quotes

Create a template for flexibility@Tag the person and theyll share it, too!

@socialkelsey

Editable textEditable image

Repurpose contentin unexpected places

@socialkelsey

Try Snapchat and Instagram StoriesBite sized clips of your videos. Low lift, potentially high impactAuthentic event coverage@socialkelsey

Wow users with360 photos on FacebookDip your toe in the virtual reality world@socialkelsey 28

Find people who care and help them find youPaid Social TargetingEmployee AdvocavyInfluencer Marketing

@socialkelsey

Leverage the home teamthrough employee advocacyPartner with internal comms / HRMake it easy to shareDigital swag

@socialkelsey

Partner up with like-minded people and companies@socialkelsey

Extended reachNew perspectiveLaymens terms

Partner up with like-minded people and companies@socialkelsey

Facebook Live, PeriscopeVertical Video360 photo, videoAugmented reality

Place your screenshot hereWhats cookingin 2017@socialkelsey

Thanks!Any questions?@socialkelsey