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Building a Vibrant Content Organization in 2014JAMSHED WADIA

JANUARY 05, 2014

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Consumer consumption patterns that are changing content marketing

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Consumers are far ahead in the content game …

CONTENT is aggregating around consumers not brands.

From Content Consumption to Content Creators

Source: Witnessing papal history changes with digital age – PhotoBlog on NBCnews.com

Source: http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html Source: http://photoblog.nbcnews.com/_news/2013/03/14/17312316-witnessing-papal-history-changes-with-digital-age

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Brand’s are still stuck at campaigns when consumers are demanding

conversations ..

DAILY CONVERSATIONS : ALWAYS ON CONTENT : PHOTOS, IMAGES, INFOGRAPHICS, STATUS UPDATE’S

LONG LEAD CAMPAIGNS – TVC’s etc.

Time >

Reso

urce

s >

MID TERM CONTENT : WEB, BLOGS, EDITORIAL, RETAIL

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Consumers have come to expect a consistent multi screen experience from

the same branded content

‘ Marketers will only succeed in the multi-screen world if they create content that enables personal engagement across TVs, PCS, consoles, tablets and mobile devices. ’

Source: Cross Screen Engagement - A Microsoft Advertising Report

Source : http://advertising.microsoft.com/uk/cl/1932/cross-screen-research-report?

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Average attention span in 2013 was at 8 seconds, which is worse than a Gold Fish ……

The Era of A.D.D ….

And it’s getting increasingly difficult to get the consumers attention

Source : StatisticBrain.com

Source : http://www.statisticbrain.com/attention-span-statistics/

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The Age of Collaborative Curated Consumption

Collaborative curation is becoming as powerful content creation

Examples: Zite, Flipboard and LinkedIn Pulse

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Short Video Formats are In ….

Source: http://www.unrulymedia.com/article/08-05-2013/unruly-unveils-top-vine-metrics-and-100-most-tweeted-vines-celebrate-app%E2%80%99s-100-da Source: http://allthingsd.com/20130618/grabbing-for-a-vine-video-for-instagram-will-be-only-reveal-at-facebook-event-thursday/

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There is an expectation of Real Time content

from consumers

Source: http://www.ad-rank.com/outstanding-examples-real-time-content-marketing-2013/

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10 Brand marketing Trends that will Dominate beyond 2013

How co-creation is taking crowd sourcing to a whole new level

Source: http://www.forbes.com/sites/work-in-progress/2012/12/18/10-brand-marketing-trends-that-should-dominate-2013 / Source: http://www.fastcompany.com/3003448/when-co-creation-becomes-beating-heart-marketing-companies-win

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Why branded content fails or succeeds

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#1. Stories that travel are usually the ones that are not about you. Make it about the

consumer.

Can you please stop talking about yourself?

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It’s magical when the story is much bigger than your brand …..

Source: http://gizmodo.com/google-fiber-helped-a-sick-boy-throw-a-baseball-pitch-w-513324425

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#2. Consumers want to be a part of the action. They no longer want to be

passive participants. Seek

their help in shaping your story.

Crowd Sourced

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7-Eleven Slurpee Bring Your Own Cup Day

For one day only customers could bring in their favorite cup and fill it up with your favorite Slurpee for only $2.90!

Everything was allowed to be classified as a cup – from cowboy hats to yard glasses.

Results

• Half a million litres of Slurpee sold

• 350 stores slurped dry

• Over 100,000 ‘cups’ filled

• 350 stores slurped dry

• More than a thousand stories created of consumers being creative about their favorite cup.

Source: http://www.adforum.com/creative-work/ad/player/34473264

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#3. Great content creators

overcome the fear of failing and get out of their comfort

zone.

What would you try with your content marketing if you gave yourself permission to fail? Set aside at least 10% of your time to experiment.

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Campaign Overview:

Even though Domino's new pizza scored better in taste tests from the previous pizza’s they ever made, they needed to do some authentic selling. Speed and efficiency had taken the toll on the brand's reputation of taste. They couldn’t launch a great new product with a battered brand image.

Solution:

Was to come out clean and admit they made a bad pizza in the past. They needed to prove that they had listened to their customers and made the necessary changes. The resulting campaign yielded the largest quarterly same store sales increase in fast food history.

‘The Pizza Turnaround’ Documentary

Source: http://www.thedigitalage.com/gallery/Dominos-Pizza-Turnaround-Campaign/2745273

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#4. Great Content comes from

organizations that don’t think in Silos. One team needs to

own content Strategy. Print Television Web/ Social

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Organizations need to evolve the way we think about content creation

Content Framework

Personality

Voice

Audience

Platforms

Screen

Distribution

LocalizationContent Objects

•Ideation•By language•Device type•Platform•Tagged

Retail

Web

Digital

Publishers

Multiple Screens

Social

Track-able across the social graphs

Media Lab

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#5. Creating great content is

just half the battle won.

Content distribution

takes care of the other half.

Lets now put the content in the magical Viral Machine.

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Content Distribution - Integrating Paid, Earned & Owned

PR as a Part of Earned

More Reading: http://blog.hootsuite.com/converged-media-brito-part-1/

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#6 Avoid Vanity Metrics, pick the ones that really

matter

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Simple but meaningful measurements

How many people did you Reach

How many people Interacted and consumed your content

What Action did people take after exposure to it

What was the Economic value derived out of it, and how does it compare to other mediums or activities

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Content Cheat Sheet

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Content Framework

Story Telling and Real Time Content Marketing

- Starting Point for Content Being ‘Consumers’ and studying motivations of Sharing/ Engagement- One Definition of Brand on a page which includes – Brand Mission, Purpose, Brand Personality and

Content Goals. Pillars to added to Brand framework for Social, Web, Retail, mobile etc.- Add layer of Predictive Analysis which is the science behind content creation for large Content

projects.- Using Communities both owned and passion based to create crowd sourced content that inspires

more audiences to become active advocates of the brand.- One of the pillars of market Sensing needs to be used to inform content decisions around trending

topics, brand buzz and ascertaining the pulse of the brand advocates.- A modular and flexible approach to content creation that allows content creators to move at speed

with little or no organizational resistance. Content Organization

- Central organization that orchestrates the Brand and Content Strategy and drives Synergy across the organization via training and a strong roster of content.

- Facilitate creation of central content management system that helps content creators to distribute their content across themes, platforms, content goals.

- The central content management system needs to built with tags so that its easy to surface usage data like – frequently used content, most distributed content, most engaging content, analysis by content types and themes.

Content Distribution - As a rule, no content should be created unless there is an accompanying content distribution strategy.- Rule of thumb for marketing content should be – not more than 40% of total cost to be spent on

production, the rest of budget needs to be used for content placement and distribution. - Influencer Advocate program to be created to address earned element of content distribution.

Content Measurement

- Being very prescriptive about what success means for content, with a well defined analytic measures across platforms and content types.

- All content distribution metrics should start with a reach goal then moving to consumption/ interaction of content and ending with an economic value derived from sending traffic to POS.

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“Great Stories Happen to those who can tell them” ~ Ira Glass

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Thank You !!

@JamshedWadia

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