INSIGHT DRIVEN CONTENT MARKETING FUEL ING YOUR STRATEGY

WHY AM I HERE TODAY?

vs.

HOW MOST AGENCIES APPROACH PLANNING

W H A T I S E E W H E N C O L L E A G U E S S A Y

‘GOING ON GUT FEELING’

5  

FH CONTENTWORKS

69% of marketers are creating more content now than they did 1 year ago!

Content Marketing Institute 2015!

Trendwatching 2015!

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The ubiquitous and effortless

experience of digital personalization.

Consumers’ desire to express their individual

tastes, personality and

identity.

New technologies are now making

physical mass customization more

accessible too.

TRENDS TO WATCH: YOUNIVERSE

Trendwatching 2015!

For consumers, knowledge means

empowerment and a sense of control.

Constant connectivity means consumers now expect relevant, useful, timely information to be

always and instantly available.

TRENDS TO WATCH: INFOLUST

Trendwatching 2015!

Social norms that ensured people lived the lives they ‘should’

are collapsing (not everywhere, but on

aggregate).

The internet created a global

brain with access to the same

culture, ideas and information.

Rising affluence, an explosion in choice

and digital experimentation mean

people can consume according to their own

tastes.

TRENDS TO WATCH: POST- DEMOGRAPHIC

1. DESIGNING FOR

H IGH P E R F O R M A N C E

3. OPTIMISING TO I M P R O V E

CONTENT

2. BEING SOCIAL

@SCALE

Three key steps to moving from gut-thinking to insight-driven campaigns:

1. DESIGNING FOR

H I G H PERFORMANCE

1.  

TRIMMING THE FAT: START YOUR PLANNING PROCESS WITH INSIGHTS

AUDIENCE UNIVERSE Understanding human behaviour

Helping clients see & shape conversations

CONTENT BUSINESS

Guiding brands to what resonates most

Defining returns and establishing values

WE BELIEVE

INFLUENCE EXTENDS BEYOND MEDIA HYPE

Surfacing what will surprise and delight your audience 1.  

Fashion Businesses (especially start-up)

Beauty Celebrity gossip

Gadgets

I live with my partner and 3 year old daughter in a city suburb

I’m a highly driven, mid senior associate in a professional services firm

My family and career are very important to me

I will pay more if a product is eco-friendly

I like to buy brands that make me feel part of a community

I prefer to purchase the premium version of a product

I rarely act on gut feelings - rather I do a lot of research before purchase

I’m concious of what the brands I chose say about me

My hobbies are a mix of work and play

My mobile keeps me plugged in to:

Manage my finances

Play games

Keep in touch

Manage my home

I am constantly connected

I will mention or review products I love

I’m interested in following brands online, but I want to be spoken to like a person

I wish more social channels had retail stores or customer service

Search engines and customer reviews are my first source of information when thinking of a new product to buy

I’m hyper socialI belong to communities for all the hobbies I pursue and things I find inspiring

Robin

I enjoy speaking to others with similar interests, and seek throughout across social

Communities give me space to share my opinions and advice

Social networks are a space for me to find inspiring images, music, or entirely new and unexpected things

I read about

DIY Team sports

Home projects

I enjoy

Pen  portraits  

Surfacing what will surprise and delight your audience

Focus groups A/B testing

2. BEING SOCIAL

@SCALE

2 2 / 0 6 / 2 0 1 5   F L E I S H M A N H I L L A R D   1 7  

STRATEGY BLUEPRINT

SOCIAL ARCHITECTURE

EDITORIAL GUIDELINES

METRICS THAT MATTER

Rapid  development  session  designed  to  build  shared  agreement    

A  social  plaGorm  +  channel  footprint  which  is  sustainable,  unified  and  consistent  

A  recognisable  and  consistent  brand  voice  across  channels  and  markets  

A  measurement  model  that  puts  business  results  above  all  else,  and  helps  us  learn  faster  

2.  S O C I A L @SCALE (WITHOUT THE BLOAT)!

Insights,  AnalyOcs,  Trend  SpoQng  

Newsroom  Briefing  

Paid  +  Owned  TargeOng  

Client  Approvals  +  Adjustments  

DistribuOon  to  Paid  +  Owned  +  Influencers  

“PrimeOme  PosOng”  to  Social  

Channels  Content  CreaOon  

Performance  Analysis  

Remember to plan the day-to-day

With FH ContentWorks we focus on a rhythm of work to create engaging content relevant to today’s news agenda, trending topics on the minds of our audiences.

2.  

3. OPTIMISING TO IMPROVE

CONTENT

3.  

BEATING THE GUT: IMPROVING PERFORMANCE THROUGH MEASUREMENT

EXPOSURE ENGAGEMENT INFLUENCE ACTION

How many stories or posts have been have

been generated?

How many people tweeted,

commented, liked, shared our content?

Have we influenced

perception and attitudes?

Did it drive traffic to our

website or lead to purchase?

ADVOCACY

Have they continued to purchase /

advocate to others?

3.  

ALL MODELS ARE WRONG,

SOME ARE USEFUL

1. DESIGNING FOR

H IGH P E R F O R M A N C E

3. OPTIMISING TO I M P R O V E

CONTENT

2. BEING SOCIAL

@SCALE

Three key steps to moving from gut-thinking to insight-driven campaigns: