如何讓你的品牌內容“值得擁有”

How to make your brand’s content 'ownable'

Source : By Kevin Allen | Posted: September 18, 2012

During the 2012 Summer Olympics, there was a disturbing trend among brands in social media. On Twitter and Facebook, one brand after another would post some generic content asking people to “like” this post if they wanted the U.S. to win a gold medal in whatever sport was happening that day. 

2012年夏季奧運會期間，不同品牌在社交媒體中，有一個令人不安的趨勢。在Twitter和Facebook上，各品牌間陸續發布了一些非通用的內容，要求人們如果他們想讓美國不管再哪個運動項目在那天贏得了一枚金牌他們須 “喜歡”這個發佈項目。

Many of the posts attracted their share of “likes,” comments, and shares, but they weren’t relevant pieces of content that spoke to the brands’ identify and purpose. In fact, they were posts that anyone could do (and several did).

 很多的發佈事項吸引了人們並分享他們的“喜歡“，評論，和想法，但他們不談論品牌的識別和相關的內容為目的。事實上，他們發佈訊息是任何人都可以做（和幾個所做的那樣）。

It’s not necessarily wrong for brands to do this. It’s good that they’re trying to be reactive to what’s trending. But overall, such general content is lazy. 

品牌這樣做不一定是錯的。他們正設法對現在的趨勢反應是很好的。但總體而言，這樣的內容是使人倦怠的。

Brands that are consistently seeing success in social are creating ownable pieces of content. These are mainly graphic elements that are consistently woven into their content streams. 

創造值得擁有的內容在社交上的成功可讓品牌持續地被看到。這些都是主要生動的元素，一直被編織到他們的內容流。

Oreo is a wonder example of a brand taking advantage of ownable content. Its Daily Twist campaign, in which it shares an image of an Oreo cookie, is state of the art in social content. 

奧利奧，是品牌運用內容物穫取利益一個很好的例子。在每日扭轉運動，它分享一塊奧利奧餅乾裡面的驚奇，媒體內容裡充滿藝術氛圍。 

Here are a few tips to make your content more ownable:
這裡有一些提示，使您的內容更值得擁有：

1. Approach social with the brand’s greater marketing goals in mind
1。在心中開始社會與品牌偉大的營銷目標，

A recent story in Advertising Age, in which the team behind the Daily Twist campaign were interviewed, spells out its overarching strategy: 

“The brand's birthday mission, said marketing director Cindy Chen, has been to ‘help everyone around the world celebrate the kid inside.’ … ‘Daily Twist’ aims to filter the world through the ‘playful imagination of Oreo.’” 

最近在“廣告時代”的故事 每日扭轉運動背後的團隊接受了採訪，闡述了其總體戰略： 

“該品牌的百年生日任務，市場營銷總監辛迪·陳，一直以'幫助世界各地的每個人以慶祝在內的孩子。” “每日扭曲”的目的是通過“奧利奧俏皮的想像力”篩選世界。

It should be obvious that a brand’s greater marketing initiatives must inform its social content, but this is obviously not always the case. Have these conversations early in the planning process, and let that inform your brainstorming sessions. 

一個品牌的營銷活動必須通知其社會內容應該是顯而易見的，但事實很明顯的是情況並非總是如此。在規劃過程中，早先這類對談，讓這提醒你有腦力激盪會議。sessions開會; (法庭的)開庭 講習班

2. Determine what’s unique about your brand
2。確定什麼對你的品牌有獨特性 

There’s some aspect of any brand that makes it unique. In creating ownable content, you want to tap into that.

任何品牌在某些方面使得它獨特的獨一無二 。你要進軍創建可值得擁有的內容。

Grey Poupon isn’t the only mustard brand in social media. But it does a great job on Facebook by hitting on two things that make it unique among its peers: Jar shape and fanciness.

但是，他在Facebook上做了偉大的工作，使其在同行中獨樹一幟的兩件事情：瓶子的形狀和幻想。

The brand has a great example of a piece of truly ownable content with a recent post that asks, “Tasteful Trivia: When using a monocle, do you prefer to keep the other eye: open OR closed?”

The question is asked in a graphic featuring Grey Poupon’s signature glass jar shape and color. None of its competitors could get away with posting something like this. But by hitting on what’s unique to the brand, Grey Poupon has come up with a great piece of content that’s fun, on brand, and shareable. 

 該品牌一個最近的文章中有一個很好的例子，問道，“有鑑賞力的小品：當使用一個單片眼鏡，你較喜歡讓眼睛開放還是封閉？“  問題是在Grey Poupon圖形特徵簽名玻璃瓶的形狀和顏色上被詢問：沒有競爭對手可以擺脫張貼這樣的事情。Grey Poupon(灰色影像)：不管是對品牌和共享方面，皆捕捉到一個很有趣的內容。

3. Writers, become BFFs with your designers
3。作家，與你的設計師成為BFFs  

As writers, we can only do so much. Since Facebook moved to the Timeline feature, the highest performing content is always accompanied by strong imagery. That means that we have to lean more heavily on the creative people in our art departments. At the agency where I work, they’ve made some miracles out of some pretty nebulous ideas from our writers. 

作為作家，我們只能做這麼多。由於Facebook的時間軸功能，性能最高的內容總是伴隨著強大的圖像。這意味著，在我們的藝術部門我們必須更偏重於具創意的人。在我工作的機構那裡，他們已經從我們的作家一些非常模糊的想法取得了一些奇蹟出來的。

[RELATED: Graphic designer: 5 tips for working with me]

4. Test, measure, analyze, optimize 

4。測試，測量，分析，優化

If you have what you think might be a good idea, test it. The nice thing about social is that if it doesn’t work today, there’s nothing that requires you to do it tomorrow. Test different types of ownable content. Your audience will tell you whether it’s successful. Based on those metrics—“likes,” comments, shares, and link clicks—you can determine whether you want to expand or cut these content streams and how much emphasis you want to put on each one. 

如果你有些你的想法可能是一個好主意，測試它。社交的好處是，如果它今天沒用，明天就不需去做他。值得擁有的內容不同類型的測試。你的觀眾會告訴你它是否成功。基於這些指標 —“喜歡”的評論，分享，並鏈接上點擊，你可以決定是否要擴大或削減這些內容流和你想要把強調每一個重點多少。

It goes back to your goals. If you’re trying to get people to click through to your website, you have to tailor your posts to that end. If you’re trying to build brand awareness and organic growth through shares, that’s going to look different from a post aimed at garnering link clicks. That’s where your analysis comes in. Compare the numbers to the desired outcome, and tweak your graphic elements accordingly so that you’re more likely to hit those goals. It’s an ongoing process. 

 它可以追溯到你的目標。如果你試圖讓人們點擊到你的網站，你最終必須調整你的職位。如果你想建立品牌知名度和藉分享有效增長，以贏得鏈接點擊的收藏須看看不同的貼文。這就是你的分析的緣由。比較渴望的結果數量，並調整您的圖形元素，這樣使你更容易擊中目標。這是一個持續的過程。

5. Evolve by asking: What’s next?

Periodically reassess your content streams and always be open and ready to try new things. Be adaptive. One of the most impressive aspects of Oreo’s campaign is that it doesn’t necessarily know each morning what it’s going to create that afternoon. Legal departments can make this difficult, but if you can get to the point where you’re tailoring your content to trending topics, your audience will respond well.

5。逐步詢問：下一步是什麼？

定期重新評估你的內容物，始終是開放的，並願意嘗試新事物。具有適應性。奧利奧的運動最令人印象深刻的方面之一，並不需要知道每天早晨它會創建什麼。合法部門讓這一點很難，但如果你能量身定制的內容熱門話題並抓住重點，你的觀眾會反應會很好。

I don't own this article , I translate this only for study !