Social, Story, Business & You Web 2.0

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A Presentation given to the CWC Strategic Digital Leadership Accelerator, OCADU, Nov.

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Social@Ogilvy: Hungering for a Content Strategy: Why Content Is the Ultimate Strategy

If you want a good social media marketing plan, don’t simply be interested in building a social strategy, but be interested in building the content that will ultimately become your strategy….

There’s a debate going on regarding social media marketing all because of this little book written by Suzanne Collins. To simplify the debate I’ll ask this question: Does social media help drive consumption of content or does good content drive social media engagement? It’s social media’s question of what comes first, the chicken or the egg? Let’s take that little book “The Hunger Games” as a primary

example of content being your marketing strategy.

Many are discussing how the film’s social media marketing plan drove box office success. But I am not a believer that social media marketing alone helped drive success for the film. In fact, I think it was the content strategy. In this case, it was the creation of some wonderful social media content that helped drive word of mouth more than simply the all too familiar promotional messaging built around trailers and games.

At most agencies, it would be taboo to say that social marketing strategy is becoming irrelevant. But in order for one to stay relevant, one must do as David Ogilvy said, “If you want to be interesting, be interested.” Thus, if you want a good social media marketing plan, don’t simply be interested in building a social strategy, but be interested in building the content that will ultimately become your strategy. Here’s five reasons why content is more important than a large and costly social marketing campaign that most agencies limit to simply Facebook and Twitter using 20th century techniques. The new marketing is all about the content you create, when you release it to your audience and where you release it. Agree with anything on this list Retweet it. Disagree? Tell us why…

1. Create content based on the channel the audience will engage with it in and not simply the audience en masse….

2. Use data….

3. Invest in being social….

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Good Post: Creating a Spark: Official and Fan-Produced Transmedia for The Hunger Games | Antenna

May 11, 2012
By Melanie Kohnen

“The Hunger Games (THG) has become one of Hollywood’s biggest success stories of the year. Since the film is based on a successful young adult novel by Suzanne Collins, the cinematic adaptation could count on a built-in audience. In order to mobilize the existing fan base and court new fans, Lionsgate’s marketing department rolled out a campaign that incorporated transmedia storytelling elements. The centerpiece of the campaign is an ARG (Alternate Reality Game) that allows fans to become citizens of Panem. Accessible through the “Citizen Information Terminal,” a website that aggregates content from Facebook, Tumblr, Twitter, and Youtube, the ARG mixes diegetic information (such as trends in Capitol fashion) with extradiegetic material (e.g. a link to Fandango, accompanied by a note declaring that “attendance [of the film] is mandatory”).

Transmedia storytelling has become a familiar element of film and television promotion, especially for media properties incorporating fantasy and scifi elements (currently, transmedia campaigns are underway for Prometheus, The Amazing Spider-Man, and The Dark Knight Rises). While many fans readily engage with official promotional material, they also create their own media. Transmedia produced for THG shows how multifaceted and sometimes conflicting interests among fans and marketing departments arise out of shared media platforms and a shared storyworld.

With the widespread use of Twitter and Tumblr, official and fan-produced transmedia increasingly share the same media spaces. Both fans and those who address fans through marketing use these spaces because they make sharing media easy. Indeed, sharing images and videos via reblogging is perhaps Tumblr’s core functionality and defining characteristic. Via reblogging and retweeting, fans spread news about the latest part of a marketing campaign faster and wider than a print ad, poster, or traditional preview could. Most importantly, reblogging turns officially produced transmedia into a personalized message: fans feel they receive an update about THG from a fellow fan, not from a studio’s marketing department. Or at least this is the perception that marketing departments try to create….”

Read the full post – excellent documentation

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