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Different social media platforms require different tactics and content. Andrew Roberts, Managing Partner at Gravity Thinking, explains what works where and why
THE CONTEXTUAL CONTENT:
How do we sell something to people they don’t know
they need?” “What if we create something that
educates, entertains, informs and gets people talking about us? We could give it away for free and if it works we could even start to charge for it!”
This wasn’t a strategy session at Nike or Red Bull HQ but a conversation that (might have) happened 114 years ago in Paris about how to sell more tyres. The result was The Michelin Guide which now sells 14 editions in 90 countries. Fast forward to Chicago in 1930 and
the radio series ‘Painted Dreams’ debuted on WGN Radio as an initiative to get advertisers to sponsor shows. Procter & Gamble’s Oxydol soap powder took the fi rst slot and the term ‘soap opera’ was born. These two events have one thing in
common: they were the fi rst forays by brands into an industry that has burgeoned. Bill Gates summed it up perfectly in 1999. “Content is where I expect much of the real money will be made on the internet… Those who succeed will propel the internet forward as a marketplace of ideas, experiences, and products - a marketplace of content.” According to The Custom Content Council this marketplace now accounts for 39 per cent of all marketing budgets, is used by 88 per cent of all brands and has a spend over £43bn. However, highly visual content, catchy headlines and consumer incentives can only take you so far. Success in social media is predicated on understanding the different platforms and the context in which content is delivered. As Jon Steinberg of BuzzFeed said, “Content is king but distribution is queen and she wears the pants.” So what are the opportunities for each social platform? And who is winning? Let’s take a look.
48 issue 20 january 2014
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