Creative + Community = Great content – Megan Hannay & Jen Lopez
Megan Hannay 5+ years silicon valley , CeO Zipsrpout Zip podcast
Megan focuses on creating content, tools to find where to focus, Started in social media for large brands, .Opened with a tale about producing her own video, after 2mos of work, . Then she tried making podcasts with interviews with people in the industry.
- Start with a little selfishness. experiment but focus, can’t do all the content. Be selfish about creating content that will bring the right people to you. ie., get more intimate, instead of sending out podcasts, low-stakes ask, calling up for a meeting. Determine what content styles fit the brand? Case Studies: Dick’s Sporting goods’ sports matter. JP Morgan’s Twitter chat campaign, Think about
- Create with an experimental mindset. Be ok with possibly failing. Version 1 isn’t going to be perfect. Throw it out there, test it. Letterfolk on Instagram cited as an example. Starbucks ‘Race Together’ perhaps should’ve been tested in a smaller setting. Point is: no tactic is permanent. Weird ideas are possible.Flash mobs started in 2003 with a group of people at Macy’s rug store doing nothing. Open yourself p to weird ideas. Once you’ve started this , feedback is essential. Measuring this is links to page, SM shares, relationships built out of the campaign. Feedback tracking (marketing sherpa), While you provide the conditions, prepared to pivot.
- EXPECT THE DIP. The trough of sorrow. The eventual ‘meh.’ Know it will happen. How to know whether to continue: Quit the wrong stuff. Stick with the right stuff. have the guts to do one of the other.
- Move on if you can’t afford to wait for The Dip to pass. Others, focus on incremental improvements. Method soap started their blog in 2009, they drove through their drip. Took the 6 years to get there. Dawn detergent has done well, with How To guides for cleaning things, Other Uses of Dawn Soap. Content is an ongoing experiment; Ideate, define, prototype, test, repeat! Empathize, Ideate… content marketing experiment vs content marketing formula.
Jen Lopez Director Global Communities, welocalize The galvanizer of Moz’s community, helps non-tech people understanding SEO
Ways your community inspires the content and vice versa. Inspire with ‘why’ People don’t buy what you do, they buy what you believe’ – Simon Sinek, “Start with why.” opened. What is the WHY in your community? Discussed the Opt Outside campaign for REI.
Find out what your community is: Google analytics affinities and glass door data. Find out what your people are searching for on your site.Cited example of Boston’s Subaru page that is much richer than subaru.com’s website, and how high-ranking it is. Deep content. Cites the Calm website – ask the users for thoughts and insights.
User Generated Content- reviews, she yawns. (trip advisor), discusses NPR blocking comments. UGC is not just comments. Promote them (not you) giving your community a vote. Crowd source. Check out Inside Airbnb to get data of the type of renters out there, Cites Moo cards, Muji pens, inviting their customers to submit work don’e in Muji pen, then voted. Cites gwynniebee plus size clothes rental, Cites Voodoo doughnuts teaming up with Timbers, Focus on “Why” What do they care about? Let their work inspire. Promote them.
