Events as Content Generation Anchors ~via @katadhin
High profile events can serve as a great resource and backdrop for generating multi-channel social media content. At KatadhinCo, we're continuing to experiment with the evolution of influencer driven content marketing and the infinite possibilities of organic media creation combined with managed target audience engagement. We put this approach into action at this year's SXSWi with exceptional results. By combining a light weight film crew with category influencer (in this case high-end sneakers) we were able to connect to the overall experience of SXSWi in an authentic manner while building a valuable library of content for future use. By also using real time analytics and community management, we could also guide the production of content as it happened resulting in better overall program engagement.
Perhaps the greatest benefit of event based content creation is the ability to create stories from living storyboards. Our goal was simple, create interesting content about the sneakers of SXSWi. As with most high profile events, just about any subject imaginable has some kind of storyline and sneakers is no exception. Craig, our highly effusive influencer is an expert in the space and a good host for sneaker related conversations. Combining the experience of SXSWi attendees (with some sort of sneakerhead prowess) with shared content creation and community engagement is a winning formula for building awareness and engagement for our brand partner. Retailers and physical location are also a critical part of the equation in the sneaker community and we are able to integrate influential retailers Nice Kicks and Collective Status along with subject matter conversations into our story seamlessly.
As mentioned previously, real-time data becomes a critical part of overall success. As we are creating professional content, we are actively posting live media across channels to see where, when and with what audiences we are getting optimum traction. From Snapchat to Instagram to LinkedIn, we created content segments that connected with community live and also gave us a sense of what content was most engaging to our target community. We use live community analytics to understand the conversational value delivery against our desired Share of Voice (SOV) metrics. We then use this info to guide a paid audience targeting designed to create specific outcomes like engagement and conversion. This method has enabled us to achieve 300% growth rate in overall share of voice for Forcefieldnyc in the first quarter.
This model works with almost any category and audience by combining real and authentic social media content with highly efficient targeted reach at scale. Unlike ads and programmatic messaging, event-based content can flexibly adapt to conversational streams as they are taking place. Since the content is in the native form of the channels on which it exists, it avoids ad blocking and is not only consumed but syndicated by the audiences for which its intended. Additionally, by combining multiple influencers that are attending the event as well as participating remotely, content can be syndicated to engage a broader audience.
