Neil Perkin Only Dead Fish @ Mediacom Engage 25 4-13
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Transcript of Neil Perkin Only Dead Fish @ Mediacom Engage 25 4-13
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MEDIACOM ENGAGE 2013
http://www.flickr.com/photos/83346641@N00/3562071888/
neilperkin.typepad.com@neilperkin
CONTENT, CURATION, AGILITY
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90% of respondents believe that content marketing will become more important over the next 12 months
73% of digital marketers agree that ‘brands are becoming publishers’.
64% agree that content marketing ‘is becoming its own discipline’.
THE GROWTH IN CONTENT MARKETING
http://econsultancy.com/uk/reports/content-marketing-survey-report
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http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience”
Josh Sternberg
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Like vs
Love
Polished blockbuster vs
Fast, snackable
Messagingvs
Amplification
http://www.nickburcher.com/
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Paid
Owned Earned
ADVERTISINGPaid search, display, affiliate
DIGITAL PROPERTIES
Websites, CRM, microsites,
Social presence
PARTNER NETWORKS
Word of mouth, Digital PR, Influencer outreach
Paid placementsAtomisation of content into ads
Atomisation of conversation through APIs and social
widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
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Google Panda update
Discoverability: quality, originality, shareability of content
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The average half life of 1,000 popular bitly links was 3 hours
Shift to always on, and sharp spikes of attention
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Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.'
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Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
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http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
GAFA
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http://www.flickr.com/photos/darwinbell/
GAFA & The Vertical Stack
Hardware
Context (location, social, identity, advertising,
recommendation)
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
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Hardware
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype integration
Context (location, social, identity, advertising,
recommendation)Location, Social graph, identity, personalisation &
recommendation, advertising
Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app ecosystems
AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle
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Google Search Plus Your World
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Distributed and Destination thinking
You have to be on our property for us to monetise
We can monetise anywhere
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Algorithmic
Professional
Social
THE 3 PILLARS OF CONTENT CURATION
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The new content curators: professional
http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
3 posts, 50 tweets a day1,000,000+ Uus
200,000 newsletter subscribers270,000 followers
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The new content curators: social
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The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
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The new content curators: algorithmic
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Professional + Algorithmic + Social Curation
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AmEx’s OpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
Content Hubs
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“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is
today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.”
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“Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that
remind people that you exist.”
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Bonfires and Fireworks
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Planning Around Patterns – device consumption
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Planning Around Patterns - Social programming profiles
60% of UK Twitter users use Twitter while watching TV
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“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you need is that group behaving creatively. And the person with the vision I think is unique, there are very
few people who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar
Creative process involving a large number of peopleOften from different disciplinesMarshalled around a visionWorking as a team
Creative Culture…
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• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work on
Engineering Culture…
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• A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people • Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovation
Amazon
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Growth Hacking
Process for acquiring and retaining users that combines
traditional marketing and analytical skills with those more
akin to product development
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70% of the content should be low risk, bread and butter marketing
20% should innovate off what works
10% should be high risk ideas that will be tomorrow's 70% or 20%
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Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users
People engaged with the live stream for an average of 28 minutes
66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
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Customer experience rather than individual channels
Content calendars, not just campaigns
Distributed and destination
Nimble, agile supporting structures and culture
Test and learn
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neilperkin.typepad.com@neilperkin
Thank you!