1. 1. How to Success withContent Marketing @ Social Breakfast
2. 2. KEN YEUNGSocial Media Chief Content OfficerJUSTIN CHOYDirector of Social Media & Interactive Brand Strategyjustinchoy2003@gmail.comADD USKen.ykk@gmail.com
3. 3. WARNINGThe Following presentation is based on a true story
4. 4. AM9 : 45We got an email attached with a Video
5. 5. MagazinesTraditional Marketing ChannelsNewspapersBillboardsRadioTV AdsTraditionalMarketingDigital & Social MediaSocial MediaPlatformWord ofMouthContentmarketing KOLapps
6. 6. Content is a 2 way communicationmethodBetween your Brand and the Consumers.
7. 7. The Content itself must be Brand relatedand Resonance With Consumers.
8. 8. Think twice before deleting.Standing in your power and showing your social mediayou are an organization that believes in your productand your people.
9. 9. Social Listening Social Analyze Brand DNA Innovative & Spread Monitoring(Social Trending) + (Social Behavior) + (Social Branding) = Creative & Comments
10. 10. Chris ChoiProject DirectorMultimedia Creative Content Strategy
11. 11. Uniqueness of NMGstandout from other magazines /production houses
12. 12. SocialMediaServiceScopeEventCreativeProject Digital
13. 13. Multimedia CreativeContent Strategy Over 200 social media projects solution to client Great expansion team members grow to 35
14. 14. SIGNATURE CASEKEEP COOL Collection
15. 15. Global launch of KEEP COOL Collection@2014 AprilApply 3 new technologies on jeans: THERMOCOOLTM- cloth weights 11.5poundsCALCULO - cloth weights 10.9poundsCOOLMAX - cloth weights 8.7pounds
16. 16. Ready to use client materials:- A series fashion shots demonstration- 2 celebrity videos Shawn Yue & Huo Huo Han
17. 17. Multiply traditional media penetration Talk of the townNew Monday cover + 6 FP Advertorial
18. 18. Align with offline print promotion Road show event + Social MediaTo visualize the COOL EFFECT of the productA KEEP COOL Station (Moving truck) has been createdGo around CBD in HKi.e. Tst, Cwb, Mk etc for 2 weeks
19. 19. Twist tradition media viral-to-beExpand audience reachLive feed from different editorial anglesusing photos & textAttract audience to join the eventRef.link: http://on.fb.me/1qEc8YdTotal reach :Over 500k (16 feeds)
20. 20. Instant response With contingency Plan in case ofunpleasant weather conditionsInstant announcement of the locationchange on Facebook due to the heavy rainon event dayAfter moving to covered area, helpersactively draw public to the truck bydistributing balloons
21. 21. Recreate content from different angles Make it fun and viralJeans lover VS girl friend arouse attentionand discussion of netizensYouTuber video to demonstrate the coolingfunction of the collectionRef.link:http://on.fb.me/1ywPGzjRef.link: http://on.fb.me/1p4IZ7B
22. 22. Recreate & edit content of the official videoHighlight & link the video content tophilosophy to arouse public discussion Increase the click rate on YouTubeRef.link: http://on.fb.me/11kUGfpRef.link: http://on.fb.me/1xYhTAvRecreate content from different angles Make it fun and viral
23. 23. Helpers in Levis KEEP COOL Collection Brand recallingHelpers are allcarefully pickedaccordingly toclientsrequirementsEnergetic & fashionable promoters align & amplify brand image
24. 24. HKD$200 cash coupon redemptionA sense of CoolLinkage with productFree Yogurt and Ice cream give away
25. 25. Offline + OnlineTalk of the Town Social media angleViral to be Instant responseBoth event and social media
26. 26. If opportunity doesnt knock, build a door Milton BerleSource: CPSAs Top 50 Sales Quotes, http://www.cpsa.com/knowledgecentre/SRCArticleRead.aspx?articleID=656