creating a killer digital and mobile content strategy
DESCRIPTION
"Crafting a Killer Digital & Mobile Content Strategy" Keynote by Mia Dand, CEO, Lighthouse3 at Total Digital Experience 2014TRANSCRIPT
Crafting a Killer Digital and Mobile Content StrategyMia Dand, CEO, Lighthouse3
Photo Credit: Markus Spiske
Mia Dand@MiaD #TotalDigital2014
Top Rank's list of "25 Women That Rocked Social Media in 2013
Lighthouse3 OverviewConsulting Services
Digital, Social Media & Mobile- Strategy & Planning- Community management- Content creation & curation- Organization planning & talent assessment
Product/Platform
Digital Content Marketplace with a Social Purpose• Connect digital content creators to publishers, marketers and business owners around the world.• Empower disadvantaged groups (women & minority youth) with training to create digital content. • Currently in alpha, launch in Q1 2015
10 Steps to a Killer Digital and Mobile Content Strategy
http://www.statisticbrain.com/attention-span-statistics/
Attention span in 2000 – 12 seconds
Attention span in 2013 – 8 seconds
http://www.statisticbrain.com/attention-span-statistics/
http://www.statisticbrain.com/attention-span-statistics/
Attention span in 2013 – 9 seconds
Fact #1. Your average user has shorter attention span than a goldfish
Fact # 2. There’s a lot of content out there
The Shift
Fact #3. Digital landscape is constantly changing
http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/
Fact #4. All digital marketing channels lead to mobile.
What does this mean for you as a Digital Marketer?
www.wallpaperhi.com
It’s a balancing act.
Your content needs to stand out.
www.cbsnews.com
Mobile is the new black norm.
"I skate to where the puck is going to be, not where it has been." - Wayne Gretzky, “The Great One”
sportsillustrated.cnn.com
Go where the puck is headed.
How many smartphones were sold worldwide in 2013?
1 billion smartphones sold in 2013
Projected: 1.2 billion in 2014 and 1.7 billion in 2018. ~ IDC
63percent of the Americans surveyed said they check their smartphone at least once every hour...
…9 percent said they check every 5 minutes.~ Harris Interactive survey
44% of cellphone owners sleep with their phone by their side so they don’t miss any notifications.~ Digital Buzz Blog, SuperMonitoring.com
drvoice.blogspot.com
# 1 Your digital strategy needs to be mobile-first
93% of smartphone owners use their phone to go online.~Pew Research Center, Sept 2013
Over 40% of emails are opened on mobile devices~eMarketer, July 2013
# 2 Digital experiences must be optimized for mobile
“Content precedes design. Design in the absence of content is not design, it’s decoration.” ~ Jeffrey Zeldman (@Zeldman)
#3 Create relevant content
Content relevance
Relevant to Business
Interesting to user
Low relevance to user
Relevant to Business
Interesting to user
X
Low relevance to business
Relevant to Business
Interesting to user
X
Relevance to business and user
Relevant to Business
Interesting to user
X
#4 Create share-worthy content
Share-worthy content triggers an emotional response
It makes you laugh…
…pulls at your heart strings
Source: Clever Girls Collective
…makes you think
But more importantly, it makes you take action
“I didn't have time to write a short letter, so I wrote a long one instead.”
― Mark Twain
#5 Create content that’s easy to shareHint: Less is more!
Welcome to the world of (ephemeral) microcontent!
Snapchat
But wait! I don’t market to the millennials…
90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. ~ Source: 3M Corporation and Zabisco
www.daviddisalvo.org
#6 Go big on visuals
@jetsettingjulie
@jetsettingjulie
@jetsettingjulie
http://www.mcngmarketing.com
Online/social recommendations used to drive offline retail
#7 Context is everything
http://voices.washingtonpost.coml
Being in the right place at the right time with the right content
Online meets offline!
Estimote.com
Estimote.com
Context-relevant offers.
#8 Create integrated, interactive experiences
#9 Bring it all together
#10 Set up your organization for success
Secret: Operational excellence
Operational what????
netizenbuzz.blogspot.com
Create, curate & distribute digital contentquickly and cost-effectively.
Brand User
Time X
Message
Tweet your responses to @MiaD
§ How long does it take for your organization to create, curate, and distribute digital content?
§ Are you designing digital experiences that are engaging and integrated?
§ Are you creating relevant, share-worthy content?
§ Are you making it easy for users to share your digital content across mobile devices?
§ Is your organization set up for success?
§ Are you constantly testing & innovating?
