building content digital channels for the mobile age by yanzer lee, fireworks solutions sdn bhd
DESCRIPTION
Building Content Distributing Channels for The Mobile Age. The what and how we can use content in the Mobile platform to deliver our content, and to use those content to perform our marketing objectives. This is a discussion on : - Content Distribution Channels - Content Channel for Mobile Age - Strategising The Delivery using the 5W Framework ( by Yanzer Lee )TRANSCRIPT
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Building Content Distributing Channels
for The Mobile Age
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!
!
• Use to be a Designer + Coder • Now Run Around Meeting Clients !
• Not A Professional Presenter !
• E: [email protected]
Yanzer Lee
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!
!
• Fireworks Solutions Sdn Bhd, Founded 2003 • Specialised in Digital Marketing &
Innovations !
!
• E: [email protected]
Yanzer Lee
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!Fireworks is the Digital Agency. !In past years, we’ve executed more than 100 digital marketing projects for brands such as Samsung, Canon, KFC, Gillette, BMW, Mini, Pepsi, Tourism Malaysia, Brands Chicken Essence and many more.
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Fireworks is the Digital Innovator. !From The Boom of The Internet, to the Rise of the insanely ubiquitous Smart Phones - Fireworks was there, in the heart of technology.
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Building Content Distributing Channels
for The Mobile Age
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CONTEXT: )
7www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
This is not a pitch about whether Content is King. A Compact discussion on :
• Content Distribution Channels • Content Channel for Mobile Age • Strategising The Delivery
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YOUR PRODUCT & YOUR CONTENT: )
8www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
• Information about your product • Personality about your product • Related Information about your product • Content related to product’s target market
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WHAT ARE CONTENT DISTRIBUTION CHANNELS?C h a n n e l s
9www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Channels can come in the form of “Social Networks:” • Facebook• Twitter• Google +• LinkedIn
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OR “CONTENT SHARING/DISTRIBUTION” SITES SUCH AS: C h a n n e l s
10www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Presentation sharing sites: • Slideshare Image sharing sites: • Pinterest • Flickr • Photobucket
White Paper distribution sites: • Cio Whitepapers !
!
Video sharing sites: • YouTube • Vimeo
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OR SOCIAL MOBILE APPS…
C h a n n e l s
11www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
!
• Instagram • WeChat • Foursquare
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OR TOOLS DESIGNED BY BRANDS TO PROMOTE THEIR CONTENT
C h a n n e l s
12www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
!
• News Network Apps • News Network Apps • Video Network Apps
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C h a n n e l s
13www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-24 is the most popular age bracket • 60% female, 40% male • Household income below $30,000 • “Some College” and “Bachelor’s Degree” are
the most popular education levels • Most users browse while at home
• Increase brand awareness with a B2C audience
• Increase brand trust/authority
• Increase website traffic
• Receive feedback
• Increase direct leads / sales
• Posts with video, images or links attached
• Funny and light hearted content
• Quotes and questions
• Contests and promotions
• Extra-long posts (140+ characters)
• Posts with heavy sales messages
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C h a n n e l s
14www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 35-44 is the most popular age bracket • 50% female, 50% male • Household income above $30,000 • “Bachelor’s Degree” “Master’s Degree” are the
most popular education levels • Most users browse while at work
• Increase brand awareness with a B2B audience
• Increase brand trust/authority
• Attract new employee talent
• Increase direct leads / sales
• Increase website traffic
• Receive feedback
• Posts with video, images or links attached
• Business related content
• Content related to work performance
• Inspiring content • Quotes and
questions
• Contests and promotions
• Extra-long posts (140+ characters)
• Posts with heavy sales messages
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C h a n n e l s
15www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-29 is the most popular age bracket • 45% female, 55% male • Household income between $30,000-$50,000 • Some college • Urban residents
• Increase brand awareness with all audiences
• Increase brand trust/authority
• Increase website traffic
• Receive feedback
• Increase direct leads / sales
• Tweets with images
• Tweets with links to quality industry content
• Tweets about new topics
• Asking questions • Tweets with heavy
sales messages
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C h a n n e l s
16www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-29 is the most popular age bracket
• 80% female, 20% male • Household income above $30,000
• Increase direct leads / sales
• Increase website traffic
• Increase brand awareness with a B2C audience
• Increase brand awareness with a B2B audience
• Receive feedback
• Content that appeals to women
• Images of items that people want to buy even if they can’t afford it
• Content about children and parenting
• Content with prices • Food related content • Visual stories • How-To information • Images and Infographics
• Contests and promotions
• Video • Asking questions • Posts with heavy
sales messages
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C h a n n e l s
17www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-34 is the most popular age bracket • 38% female, 62% male • Household income between $30,000-$50,000 • Very technical audience (Engineer, Developer,
Software Engineer)
• Increase brand awareness with a very technical audience
• Increase brand trust/authority
• Occupy more real estate in Google Search for branded searches
• Receive feedback
• Increase direct leads / sales
• Increase website traffic
• Posts with video, images or links attached
• Extra Long Posts • Google+ Hangout
Webinars
• Posts with heavy sales messages
• Contests and promotions
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C h a n n e l s
18www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 8-34 is the most popular age bracket
• 50% female, 50% male • Household income above
$30,000 • Highly educated audience • Highly professional audience • Commonly viewed at work
• Increase brand awareness with a B2B audience
• Increase direct leads / sales – especially in a B2B market
• Increase website traffic
• Increase brand trust/authority
• Increase opt-ins (e-mail, download, form submit)
• Increase brand awareness with a B2C audience
• Receive feedback
• Well-designed slides with lots of pictures
• Slides with links back to your website
• Slides using Slideshare’s paid opt-in advertising service
• Presentations with less than 20 slides
• Presentations with less than 25 words per slide
• Presentations with audio and video included
• Visual stories • Case studies
• Presentations with lots of words
• Poorly designed presentations
• Presentations with heavy sales messages
• Asking questions • Contests and
promotions
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C h a n n e l s
19www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-34 is the most popular age bracket, but all ages have a strong presence
• 46% female , 54% male • Household income between $30,000-$50,000 • Commonly viewed at school
• Increase brand awareness with a B2B and B2C audience
• Increase brand and individual trust/authority
• Increase direct leads / sales
• Increase website traffic
• Posts with video, images or links attached
• Extra Long Posts • Google+ Hangout
Webinars
• Posts with heavy sales messages
• Contests and promotions
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C h a n n e l s
20www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK
• 18-34 is the most popular age bracket • 38% female, 62% male • Household income between $30,000-$50,000 • Very technical audience (Engineer, Developer,
Software Engineer)
• Increase brand awareness with a very technical audience
• Increase brand trust/authority
• Occupy more real estate in Google Search for branded searches
• Receive feedback
• Increase direct leads / sales
• Increase website traffic
• Posts with video, images or links attached
• Extra Long Posts • Google+ Hangout
Webinars
• Posts with heavy sales messages
• Contests and promotions
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MOBILITY MARKET
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
Smartphone penetration in MalaysiaT R E N D S
22
2013
63%
2012
47%
2011
35%
source : The Star, & The Sun Daily by Ericsson ConsumerLab in South-East Asia
67%Broadband penetration 67.1%
*per 100 households
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
Meaning?T R E N D S
23
• Which means 6 out of 10 Malaysians have at least one smart phone. !
• And if you are talking about the urban areas, the usage of smartphones i can imagine is at more than 80%.
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
: )
24
It makes sense for businesses, to communicate and deliver their content via smart phones & smart devices, directly to the hands of their
intended target audience.
“”
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Building Content Distributing Channels
for The Mobile Age
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SAMPLE # 1 : MOBILE PHONE + BUSINESS CARDCO N T E N T
26www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
http://bit.ly/yanzer
OR
Key in the URLScan the QR Code
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TThe 5W Content Distribution Framework !
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The 5W Content Distribution FrameworkFr a m ewo r k
28www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
WHO WHY WHAT WHERE
Who is the target audience
Why do you want to reach your audience? The Objective? The Purpose?
What Content? What is the activity? What is the desired action?
Where is my distribution network? Which channel should we choose?
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The 5W Content Distribution FrameworkFr a m ewo r k
29www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
WHO WHY WHAT WHERE
When your target audience is not actively / not ready for your content, how to we engage them?
When your target audience ready to engage with your content, what should we do? How can we “be there” when the need arise?
After we’ve engage our audience, what is the next step?
BeforeDuring
After
WHEN
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The 5W FrameworkFr a m ewo r k
30www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
BeforeDuring
After
WHO WHY WHAT WHERE
WHEN
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BUILDING YOUROWN DISTRIBUTION CHANNEL FOR MOBILE
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Case Study 1
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C AS E S T U DY
33www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Mead Johnson has been a world leader in infant nutrition for over a century. Enfagrow A+ range of Milk Powder is currently their main product line. !DIGITAL MARKETING MISSION STATEMENT
To capture and retain market of Enfagrow A+ Milk Powder via the Mobile Channel
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MEAD JOHNSON MALAYSIA | ENFA A+ MILK POWDERC AS E S T U DY
34www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
BeforeDuring
After
WHO WHY WHAT WHERE
Expecting Mothers, & Existing Parents
BRAND AWARENESS
COLLECT DATABASE
PROMOTION
EDUCATE
BRAND LOYALTY
LONG TERM BRAND STICKINESS
PARENTING ARTICLES
PRODUCT INFORMATION
SOCIAL CONNECT & SHARING
PARENTING TOOLS THROUGHOUT PREGNANCY TO GROWING UP
PROMOTIONS, EVENTS & HIGHLIGHTS
PUSH MESSAGING
REACH CONSUMER THAT IS INTERESTED IN “PARENTING” VIA APPSTORE
APPSTORE SEARCH OPTIMIZATION
SEARCH ENGINE OPTIMIZATION
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MOMS APP : PARENTING TOOL @ YOUR FINGERTIPSC AS E S T U DY
35www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
View Video On Youtube
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Own the domain of “Pregnancy & Parenting” in the Mobile App LandscapeC AS E S T U DY
36www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Appstore Search
Optimization
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Promote Product Relevance through Education of ConsumerC AS E S T U DY
37www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Educate Consumers &
Promote Product Relevance
Leads to Actionable Objective
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Promote “Brand Stickiness” with the consumer ( Parents )C AS E S T U DY
38www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Tools to help through the
stages of Parenting
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Use the power of social mediaC AS E S T U DY
39www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Share Moments & Diary Share Articles
Stay connected
Updates & Communication
via Push Messaging
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
Results : )
40
• Top 10 in Appstore on Parenting & Pregnancy Keywords
• Generated more than 1000s leads • XX% Active users • XX% Users more than 1 year
** Some results are omitted by the brand owner’s request
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Case Study 2
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C AS E S T U DY
42www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Amway, is a global direct selling company. They sales channel is through their distributors (members). !DIGITAL MARKETING MISSION STATEMENT
To create a platform to Empower the Distributors of Amway in the Age of Mobility
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AMWAY MALAYSIAC AS E S T U DY
43www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
WHO WHY WHAT WHERE
DISTRIBUTORS / MEMBERS
RECRUITMENT
EASY PARTICIPATION
TRAINING
INCREASE SALES
TRAINING MATERIALS
OFFLINE PRODUCT CATALOGUE
BUY NOW
MOBILE JOINING FORMS
PUBLIC CONTENT
SINGLE SIGN ON
MONTHLY MAGAZINE & INSPIRATION
PUSH NOTIFICATIONS
ANALYTICS
BeforeDuring
After
MOTIVATION
CONSTANT CONTACT
UNDERSTAND
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AMWAY MALAYSIAC AS E S T U DY
44www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
View Video On Youtube
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Increase Sales Activity via Mobility, Empower Members with Training ToolsC AS E S T U DY
45www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
True Mobility : Access without
internet
Training, Marketing ,
Product Catalogue
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Keeps Constant Contact, Keeps them MotivatedC AS E S T U DY
46www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Rich and Interactive
Monthly Magazine
Updates & Communication
via Push Messaging
Constant Motiving Success
Stories
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Technology to Analyse, Ease Usability and Speed of MaintenanceC AS E S T U DY
47www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Integrates with Amway Single
Sign On
Powerful Analytics to
understand the users
Powerful Content
Management System
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
Results : )
48
• Currently implemented to 5 countries • More than XXX publications on digital • More than XXXk users • XX% Active users
** Some results are omitted by the brand owner’s request
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Case Study 3
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C AS E S T U DY
50www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
OUM is a Open & Distance Learning University in Malaysia. Most of their students learns from a remote location and at their own time. !DIGITAL MARKETING MISSION STATEMENT
To create a platform to distribute and enhance educational content via the Mobile platforms.
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OUMC AS E S T U DY
51www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
WHO WHY WHAT WHERE
STUDENTS & POTENTIAL STUDENTS
GENERATE LEADS
NEW REVENUE STREAM
FREE CONTENT
GUEST MEMBERSHIP ( GENERATE LEADS)
MOBILE CONTENT
LEARN ANYWHERE & ANYTIME
PAID CONTENT
BeforeDuring
After
MOBILE LEARNING
ENHANCE LEARNING EXPERIENCE
CATER TO REMOTE AREAS
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OUM APP : TRUE MOBILE LEARNINGC AS E S T U DY
52www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
View Video On Youtube
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Full Courseworks in One Place. Access Anytime, Anywhere.C AS E S T U DY
53www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
True Mobility : Access without
internet
All Education Materials in your
Smart Device
New Revenue Stream : Paid
Content
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ENHANCED LEARNING MATERIALSC AS E S T U DY
54www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Interactive BooksInteractive &
Engaging Learning Materials
Video LecturesAudio Book
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ENCOURAGE EDUCATION, GENERATE LEADSC AS E S T U DY
55www.fireworks.my
Phone: +603 7710 2995 E-Mail: [email protected]
Free content for guest members,
generates thousands of leads
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w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my
Results : )
56
• More than XX% adoption rate on available courses • 1000s of new leads generated • New sustainable Revenue Stream for OUM • Making big waves in the press for OUM • Impact on University Ranking
** Some results are omitted by the brand owner’s request
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THANK
YOU
!