Alex Morrison NAD Conference 2014: Keynote Address
-
Upload
alex-morrison -
Category
Marketing
-
view
934 -
download
1
description
Transcript of Alex Morrison NAD Conference 2014: Keynote Address
![Page 1: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/1.jpg)
Welcome to the Age of Content Marketing
CONTENT MARKETING: WHY IT’S HERE AND WHY IT’S NOT GOING AWAY
NAD ANNUAL CONFERENCE 2014 KEYNOTE ADDRESS
![Page 2: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/2.jpg)
Welcome to the Age of Content Marketing
Alex Morrison SVP, Director of Digital Marketing
Grey Group
[email protected] Follow Me: @alexgmorrison
![Page 3: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/3.jpg)
We now live in an age where a celebrity can sue a drug store over a tweet
![Page 4: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/4.jpg)
?!?
![Page 5: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/5.jpg)
It’s either the scariest or most exciting time
![Page 6: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/6.jpg)
HOW DID WE GET HERE?
![Page 7: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/7.jpg)
Multi-screening means less focus on any one thing
![Page 8: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/8.jpg)
The Most Used Gesture In The World
![Page 9: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/9.jpg)
MYLIFE
YOURBRAND>
![Page 10: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/10.jpg)
Brands can no longer rely on campaigns that ask for attention
but give nothing in return
![Page 11: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/11.jpg)
What people care about
What the brand cares about
![Page 12: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/12.jpg)
Welcome to the Age of Content Marketing
Welcome to the Age of Brand as Publisher
![Page 13: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/13.jpg)
This is Not A New Idea…
![Page 14: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/14.jpg)
![Page 15: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/15.jpg)
In 1900 Michelin published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France,
and the Michelin guide was intended to boost the demand for
cars, and thus for car tires.
![Page 16: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/16.jpg)
“Find what people care about and make it better.”
![Page 17: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/17.jpg)
A (more) modern example…
![Page 18: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/18.jpg)
![Page 19: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/19.jpg)
![Page 20: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/20.jpg)
Wine Library TV featured wine reviews and advice on wine
appreciation. Episodes taped Monday through Thursday,
answering questions submitted via social media.
![Page 21: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/21.jpg)
$4 Mil
$60 Mil
Year 1 Year 2 Year 3 Year 4 Year 5
![Page 22: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/22.jpg)
Content marketing is not advertising.
![Page 23: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/23.jpg)
It’s the fuel for conversation
& engagement.
![Page 24: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/24.jpg)
Enter: The Feed Content Reduced To Its Most Atomic Form
![Page 25: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/25.jpg)
In a world where people check their phones 150 times per day, brands have learned to Love the Feed.
*Kleiner Perkins Study 2013
![Page 26: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/26.jpg)
time
CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)
AMOUNT OF CONTENT
![Page 27: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/27.jpg)
Too Much Content, Not Enough Time
![Page 28: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/28.jpg)
time
AMOUNT OF CONTENT
CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)
The Rise of Feeds
![Page 29: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/29.jpg)
The New Normal For Brands: More Content + More Often + Less Depth of Engagement
![Page 30: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/30.jpg)
*An April Fool’s Joke
![Page 31: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/31.jpg)
*An April Fool’s Joke
![Page 32: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/32.jpg)
How do brands remain relevant in a world dominated by The Feed?
![Page 33: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/33.jpg)
Usefulness drives relevance
![Page 34: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/34.jpg)
![Page 35: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/35.jpg)
VS.
x
![Page 36: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/36.jpg)
Timeliness drives relevance
![Page 37: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/37.jpg)
![Page 38: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/38.jpg)
#BENDGATE
![Page 39: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/39.jpg)
![Page 40: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/40.jpg)
![Page 41: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/41.jpg)
Authenticity drives relevance
![Page 42: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/42.jpg)
![Page 43: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/43.jpg)
- Joseph Tripodi, CMO of Coca-Cola
Everything that we do has to be dealing with these new ways of consumer
engagement. That’s the new world order we’re living in.
If we don’t evolve, we’re going to die.”
![Page 44: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/44.jpg)
It’s a new world.
![Page 45: Alex Morrison NAD Conference 2014: Keynote Address](https://reader033.fdocuments.us/reader033/viewer/2022060112/556ffd9dd8b42a84618b4c5f/html5/thumbnails/45.jpg)
Let’s collaborate & shape it together.