social@ogilvy - branded storytelling

What is it about Content?Thought starters for an evening of conversation

Rob DavisExecutive Director, Content

Ogilvy NY@robertjohndavis

www.robertjohndavis.com

EXP1993 1998 2001 2002 2003 2008

A Long Strange Trip

Rob’s Journey

WTF is Content?

This isn’t helping.

Content isn’t new. What has changed?

500 years’ worth of YouTube videos arewatched on Facebook every day.

Google, 2013

380 billion photos were taken last year – that’s about 10% of all the photos ever taken.

Google, 2013

There are 4 billion views a day on YouTube – up over 25% since January 2012.

Google, 201358% of US population will watch video content online at least monthly.

eMarketer, July 2013

Social media sites and blogs account for 23% of all time spent online.

Content Marketing Institute, 2013

The results of access.

All marketing content should lift the brand, create demand, increase sales and diminish the impact of competitive voices.- Ogilvy Content Marketing Practice

Not all content is marketing content.

Commerce

Increase consumer demand across product categories.

Content

Improve visibility for brand-favorable messages through

integrated optimization, development and distribution.

Conversation

Morph key web platforms into a cross-functional ecosystem of information sharing and

discussion.

The cumulative effect will improve search ranking, shift/maintain customer perceptions, protect & expand the online value of the brand and assure your place in

the digital space.

The 3C program breaks down the future-path to digital customer engagement into 3 simple concepts:

Commerce, Content & Conversation. The integrated effect of each of these areas will result in a program of ongoing momentum and value.

3 C’s - Content is only part of the process.

PAIDOWNED

&EARNED

OWNEDEARNED&PAID

POE or OEP? More than semantics...

•Prioritizes paid media (the old way of doing

things)

•Encourages disruption rather than acceptance

•Isolates the role of social

•Results in wasted budget

•Prioritizes owned media and the value of the

brand

•Encourages audience development

•Focuses upon engagement

•Maximizes opportunities to be discovered

•Integrates social

•Applies paid support in strategic areas

where organic is challenged, targets spend

vs.

POE vs. OEP

A Hypothesis:

The best use of content in marketing occurs when an accord is drawn between the goals of the brandand the desires of the users.

Brand as Publisher

Brand as Publisher

Maybe...

Brand that Publishes

Brand that Publishes

Definitely...

Awareness

Engagement

Consideration

Conversion

Loyalty

Attract and intrigue the customer who may or may not be aware of your brand or solution.

Entice the customer to experience the brand via immersive content.

Explain your goods and services in depth.

Provide the final impetus for purchase or ignite your e-commerce activity.

Grow your customer base into a loyalty engine.

Keys to SuccessEach asset must be created against a specific role in the funnel.

Assign a KPI to every asset.

“Pre-optimize” content according to the search behaviors of your customers.

Develop “post play interaction” to turn viewers into customers.

Understand the way you want customers to interact with content before you create the asset.

Don’t hope for “viral.”

Strategically plan every aspect of your Owned, Earned & Paid plan to match your business goals.

Understanding ROI

A Boy and His Atom

DuPont and Content

DuPont and Content

Discuss.