Final Content Marketing Report
Use this document to pull together the final report for the Nustory Project.
Post any questions you have about this process here:
https://www.ibm.com/developerworks/community/forums/html/topic?id=ae9d40c2-0a5d-4a73-b37cb27c21143dbf
Business sponsor: Epic Watch Phones
School:
USC
Team members:
Emily Reinstein, David Westerman, Nan Yu
Original Content Marketing Audit (10 points)
Method for producing report (process behind the report and explain who did what):
As a group, we reviewed the social media accounts and main website for Epic Watch Phones and
took note of the amount of followers and consistency of messaging. Because their prototypes are not
on the market yet, we were looking to see what sort of content they were publishing and how they
were engaging their audience. We also had a phone call with Michelle in which she told us some of
the backstory of Epic Watch Phones and helped us to understand the business side and goals of the
company.
Summarize key findings (what hashtags/sources did you select as an area of focus):
We determined that their key audience members would be people interested in the latest technology
trends. Because of that, we researched interesting articles about smart technology, recent updates in
the field, and main websites reporting on the latest in tech. We gathered articles from this research
and later used them in tweets. In looking at their social media websites, primarily Facebook and
Twitter, we noted that their Twitter hadn’t been active since November 2014 and that they had a
Facebook yet didn’t see much engagement on it. Both sites had fairly low amounts of
followers. Another thing we noticed was that they were sharing a link to a long blog post about their
products and features of the devices but don’t have a link to this post on their main website.
Content Experiments on Twitter (20 points)
Process for sourcing content:
In order to generate content for their Twitter account (and subsequently Facebook account since we
linked the two together), we pulled from our earlier research on tech websites/articles and spread out
these curated pieces throughout content that we pulled from their blog post about the products. Our
goal was to inform their audience about the features and basics of the watchphone and the mini
smartphone while also sharing exciting news in the wearable tech field. Their blog about the
products had a lot of useful content that we reworked into 140 character tweets and attached photos
of their products to give their audience a good idea as to what having a wearable watch phone would
be like.
Content distribution and scheduling plan:
We decided to post a healthy balanced mix of curated and creative/original content as explained
before. We ran a 4 week campaign aiming for a goal of 4-5 tweets per day (2 of them being curated
content and 3 creative content), from approximately 9 a.m. until 5 p.m. Our goal was to be able to
reach as many followers as possible without saturating them with too many tweets. We kept a 2 hour
spare between tweets.
Method for incorporating feedback from business sponsor:
We were given total freedom while writing tweets and curating content. Nevertheless we always
wanted to know if our business sponsor, Michelle, supported our campaign. After scheduling the
campaign, we gave Michelle the Hootsuite’s username and password so that she could review our
work and change anything she didn’t like. We also had a conference call and trade some emails when
we had special concerns.
Development and use of metrics:
For all the tweets that we created, we focused on the innovation of watch phone technology and the
fashion trend associated with it. That way, we can make people learn more about Epic watch phone
as long as its unique benefits.
Creation of Rich Content Brief (10 points)
Process for planning rich content – justification for format and sourcing content:
Among all the information that we received from the company, we found that their blog was the most
useful piece. However, the blog that they published was too long. Therefore, we decided to make it
concise by focus on presenting the most unique characteristics of the watchphone. Since this is a
brand new product, we tried our best to present its uniqueness so it can be separated from the similar
product in the market such as the smart watches. Therefore, the blog would be more enjoyable and
useful to the readers.
Creating and Measuring Rich Content (30 points)
Process for creating the rich content (who did what):
First, we read through the blog carefully and find out what are the main points that we want to save
for the new blog. Then, we deleted all the unnecessary stuff to make the blog more concise. Next, we
reorganized the words left and move around the pictures to make the blog easy reading and
interesting. And at the end, we carefully checked the grammar of the blog to make sure it was
professional.
Key findings from the publishing of the content:
Our new blog was less than 4-page long including pictures, which was a big improvement because
the initial blog was 32-page long. As a result, our blog was concise on presenting the unique
characteristics of the watchphone. Therefore, the readers can learn about the awesomeness of Epic
watchphone is less than 3 minutes.
Overall recommendations based on the project (30 points)
Top 5 recommendations with justification:
Recommendation
Justification
Update social networks on
The company didn’t update their Twitter since November, 2014. It is
a daily base.
important for them to update their social networks on a daily base so
that people can learn more about their products.
Have a real product to
present to the public as
soon as possible
It is difficult to promote a product before it even exists.
Hire a digital/social media
marketing expert
In order to succeed in CrowdFunding campaign such as Kickstarter,
online presence is key to attract these investors. These experts will
help the company optimize and maximize this presence.
External reviews of the
product
At the moment the company’s blog only has to offer internal reviews
of the product, describing how good it is. It would be a good idea to
send a prototype to a tech magazine, so that they could review it and
write about it. External credibility and publicity.
Additional comments:
Date/time for review with business sponsor:
Next Steps
Once you have completed this document, save it with the name in this format:
Nustory Final Report [Company name] [Date ‘mmddyy’].doc
Discuss this document with your business sponsor and post it to this location:
https://www.ibm.com/developerworks/community/groups/service/html/communityview?community
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