Six Social Champions from across Europe will share their tips, tricks and expertise, battling to be crowned #TheSocialInfluencer.
Discover our team's insights on the blog and engage with our content.
Encourage consumers to engage with your brand by creating social media storytelling.
Welcome to the “Create” phase, the second stage in our “Listen, Create, Publish, Influence” methodology for social media engagement. Read on to find out what we think the key considerations are for creating successful social media content.
Our #TheSocialInfluencer campaign is now in full swing... Have you met our Social Champions yet? Make sure to keep on coming back to our microsite over the next month to read insights from our team and Social Champions on the “Create” phase. And don't forget to add comments, vote for your favourite content and tweet what you think #TheSocialInfluencer!
Big Data drama
Analyze this, analyze that; marketing seems to be all about data these days. You could be forgiven for thinking a marketer needs to be an analyst first, a creative second. But, without great content, all you've got are fancy-pants numbers that don't actually help you engage with consumers.
By bringing data and great content together, though, you can unleash automated marketing campaigns that connect with customers wherever they are on their “buyer's journey” – and instantly address their needs.
And How Do I Do That Exactly?
Savvy marketers know the best way to engage a customer with their brand is via “storytelling”; a story has the potential to fire their imaginations and inspire them to sit up and take notice wherever the customer is on their journey.
To figure out how to create the perfect examples of social media storytelling, you need to draft content plans which track that buyer's journey in the first instance – from research and analysis of your social media listening data to ensuring that communication channels are open between team members and, most importantly, between your departments...
Why? Am I Doing Something Wrong?
If your marketing team is separate from your digital marketing team, then yes – welcome to silo purgatory, a banging hangover from the early 21st Century that is the antithesis of social media because it's, well, antisocial.
To flourish in the social media space, departments must be brought together – software can help achieve this – so you can effectively plan and coordinate your content deployment across all platforms from social media content, blogs and brochures to TV and radio advertising.
But Come on, How do I Write Content for so Many Different Platforms?
First things first – a consistent brand message is king here, whatever platform you're publishing your marketing missive on. That doesn't mean that you simply spam the same content across all social outlets though – it needs to be adapted and tuned for each particular channel while retaining your core brand message.
And when targeting specific markets across multiple channels, you'll need to plan, schedule and manage the engagement – and you’ll need software to do this effectively.
What Can I Learn About Social Media Storytelling from a Goldfish?
Great question – no, really. See, our attention spans are shrinking, from 12 seconds in 2000 to a mere eight seconds in 2013. To put that in perspective, a goldfish has an attention span of nine seconds.
Now factor in that the human mind processes visuals 60,000 times quicker than text and you can understand why social media is going “snackable”; where visually-driven content is being used to snare our oh-so-fickle attentions:
It's also essential to keep track of popular content formats – those that are emerging and gaining traction, and those that are falling from grace. Take Facebook; it may still be the king of social media but younger people see it as “dead and buried”, with 11 million of them leaving Facebook since 2011.
Author: Ira Reckenthäler
In recent years, social media has become an ever more important and more challenging part of public communication. Every tweet, every post, every shared message ideally results from a creative planning stage and an individual communications strategy.
Author: Hendrik Sandberg
The importance of social media is growing these days. Just a few years back, social media didn’t mean anything for your search engine ranking position. But today, social media is one of the most important factors. So you have to get your customers to like your business.
Author: Grégory Pouy
YouTube was acquired by Google in 2005 and, since then, every brand has been trying to create a “viral film” to create a buzz. They’ve now understood that “viral” is hardly free and that there is no recipe for it.
Author: Lilach Bullock
With the rise of social media platforms we’re also seeing an increase in content – both written and visual. And whilst content is ultimately at the heart of any good social media strategy we’re also being overwhelmed and, indeed, saturated with content. Which of course makes it harder to get your content heard above the infinite noise online.
Author: Steve Welsh
You have carried out the research and identified your customer avatar, you know your core products and where they fit in your product/service cycle, and you have completed the keyword research to identify what search terms fit within your market.
Author: Dick Raman
Businesses both big and small should realize the wealth of wisdom enshrined in these words: "Retaining a customer is far less costly than finding a new one".
Author: Mattias Drefs, Social Media Marketing Director, Oracle
From Facebook to Twitter, uncover the secrets of adapting your content so it shines on all the major social media networks.
Author: Bianca Pauna, Social Media Coordinator, Applications, Oracle
Not knowing what you want to achieve with social media is as bad as ignoring it totally. The best social media campaigns always have set goals.
Author: Kimberley Brind, Global Social Marketing Leader, Oracle
Embrace storytelling for your social media channels with a defined strategy, not nebulous guff.
Marketing has moved on, the traditional sales funnel on the verge of extinction. Instead, consumers are using social media to engage with your customer services team, to research products and services and to share opinions about you with other consumers.
Scheduling posts, monitoring sentiment, geographically targeting deals... a good social marketing platform is the enemy of drudgery. Find out more; read our ‘Tips for Community Managers’ now!
Our ‘Social + Storytelling = Happily ever after’ webcast reveals how Maersk Line has become a leader in social media by engaging in flexible two-way conversations and creating audience-optimized content.
Kimberley Brind, Oracle’s Global Social Marketing Leader, explores the challenges of social, the importance of sales-oriented key metrics and more in this webinar, ‘Scared of social media? Here’s the cure’.
Content marketing from scratch is scary, right? Never fear. If you know your audience - and you have the right tools to measure and refine your approach - you’ll soon have more useful, interesting, engaging content than you know what to do with!
Plan, Produce, Publish, Promote, Prove - these are the ‘5 Ps’ of content marketing according to Oracle Marketing Cloud. Our snackable download is a handy outline for marketers ready to engage customers with effective ‘storytelling’ using our platform.
Content marketing takes commitment - your team needs to work together to craft messages, and prioritise this in their schedules. Our eight tips are a great starting point for marketers who are new to content creation, or who are beginning a new campaign.