digital content: background, status, and trends

Digital Content Background, Status and Trends

Yann GourvennecCEO & Founder

Visionary Marketing

cc 2014 visionarymarketing.com 2

Today you will learn

• How strategic Web content is• Background• Status• Trends

Consulting & Training• Digital transformation• Digital Induction & Training

Content & performance• Digital content• Marketing automation


visionarymarketing.com

When influence drives results

http://visionarymarketing.com/


Agenda

• introduction• 10 +1 points

regarding Web content

• conclusion

@ygourven@vismktg

picture: microsoft gallery

Digital Content: Background, Status and Trends

1. introduction

confessionsThe content creator dilemma


So You’ve read all those books?!

Well. Not really!I’m too busy writing

the Internet Banking barometer (UK – 96)


cc 2014 visionarymarketing.com 8+/- resultsdigestion

Maturation phases

Technological disruption happens Change and disruptions are clear (e.g. travel & tourism, analogue photography, mail order companies, news …)

A1

B

grey area or ‘digestion’ zonetechnological innovation is maturing for the best of 10 years on average

Technological innovation fails It is discarded until it can be recycled, or turned into a niche product (e.g. 1st generation tablet PCs, voice recognition, unified communications,…)

Technology blends with the real worldInnovation helps improve and enhance past processes (e.g. online banking, ecommerce, e-government (taxes))

Negative AssumptionInnovation is toxic and disrupts the current status. Chaos is around us, people feel threatened

A2

C2

C3

C1

Positive AssumptionInnovation is positive. Our lives will change for the better. All is for the best in the best of all possible worlds. Things will never be like they used to be.

How technologies mature

Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011)

Content marketing is new!

• 1908 : bureau of itineraries– Google maps before

its time*

• 1920 the Michelin guide– “Man only truly

respects what he pays for”


* source michelin.com

New?


Neo marketing (now, that’s new !)


OK fine! But community management is new!


“The gardener’s touch”Communities?• passion/common interest• Helping eachother• Mutual benefit

Facilitate• seeding• feeding• weeding


And social media?

Thefacebook (2004) LinkedIn (2003)


4 types of brands (Synthesio)

under the radar functional preferred sensitive

characteristics little or no buzzeither it works or fix

it!conversations

heath, safety, children

tactics do something different

community management

(forums/social media)

nurture community (ies)

reassure

Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011)

copyright - 2013 - Yann A Gourvennec - Orange

15

http://www.synthesio.com/


1. 10+1 points regarding digital content

1. le Web is NOT dead!

• the web is dead?– www.wired.com

• Le Web is evolving

• “the more things change, the more they stay the same”– Alphonse Karr


http://www.wired.com/

2. Blogs neither!1. Collaborative blogs

2. Solo blogger myth

3. Solo = different perspective

4. Weaving a Web of partnerships

5. Do analytics matter?

6. Shallow pieces, Good idea?!

7. Comments are dead?

8. Will Facebook steal your traffic?


3. The Web is (still) misunderstood


3. 2 different worlds?

“When I talk to my Business partners about Web matters, their brains are overheating”

A Digital Media Director


How users see Web professionals

How Web professionals see users

4.UGC

• 2009-2010

• All users aren’t that creative

• Culture over age disparities

• Huge Europe/US divide

• Notable discrepancies within Europe

• “creator” factor over-evaluated

» Facebook bias => + age bias

• Only stable number = “inactives”

• Representativeness and bias?

Reproduced with Forrester’s kind permission

22

Creators

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Critics

Post ratings/reviews of products or services Comment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

CollectorsUse RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

JoinersMaintain profile on a social networking siteVisit social networking sites

Spectators

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

Inactives None of the above

Social Technographics Groups (2007 - 2010)

19%

25%

12%

25%

48%

44%

Source: Q2 2007

US Social Technographics® Online Survey, N=

10,010

US online

adult population

(at least monthly

participation)

24% (US)14% (Eu)

37%19%

21%6%

51%29%

73%49%

18%40%

Comparing cultures

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5. About digital photography

3 categories

• Mobile sharing– Huge discrepancies

• Instagram/Pinterest etc.• Immediacy vs quality

– Great with events

• Online sharing– Flickr– Picasa/G+

• Photoblogs– e.g. antimuseum.com – « likes »

A few hints

• Photography a must have• blogs + events• Twitter/mobiles =

snapshots• Photography for

photography’s sake?• What for? (Pinterest)• Knowhow required

25

http://antimuseum.com/

6. About video

• Online video isn’t new either

• WebTV boom in 2008• Connected TV • 2nd screen (2012)• Lady Gaga and other

musicians score high but…


6. Video – Appearances can be deceptive

Face value

• It’s “easy”• It’s “quick”• It’s “cheap”• It’s more lively• Podcast friendly

Reality

• Not “easy” for all• Not “quick” for all• Not always “cheap”• Podcasts harder to find• UGC and video (shark

week, Orange)• Not so easy for brands

(owned/earned media)


7. Soundbites

Face value

• quick• easy• Good support for

interviews• Podcast-friendly

Reality

• Quick if no editing• Podcasts harder to find• Easy unless bad

telephone line• Visits?


8. Web radio – lessons learnt

Face value

• Very engaging media (if done professionally)

• Brings variety• Podcast-friendly

côté face

• Can be expensive• Hard for non

professionals• UGC challenges• Lessons learned

internally



9. Events and social media

• Obvious benefits• Before/during/after• Measure ROI or

share of voice

# Publicise hashtag

Sharehashtagas much

as possible

Announce event bit by bit

webTV

blogs

Facebook

Twitter

etc.

Share infogradually

with external bloggers

Html Buzz kit

html

1

2

3

4

Sharing events with social media


10. B2B

• Still (counter-intuitively) best sector for social media

• marketing b2b works in same way

• Niche communities, very enthusiastic

• Low risk• Think Different• Technical subjects provide

good content• Link with marketing

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34

Genesis maturitydigestion

Experts, perceive why and how Web content can be beneficial to their business, clients, partners and employees. They set up proper “newsrooms” and use Web content for SEO to the full. They even reduce the part of SEM within their budgets. They write blogs and do social media but with a purpose in mind… from day 1

B

Grey area or “digestion” zone10 years (1999-2009) during which the most advanced companies reap the benefits of Web content. Enterprises lag behind self-marketed individuals and even e-commerce fails to seize this opportunity. Strong reactions in businesses which don’t want to turn into media houses Newbies, arrive late in that game and

want to keep up with the Joneses. As they are beginners, they tend to spend vast amounts of money on content creation which is done entirely externally and fail to use their own resources properly. They also like to mimic existing sites

Zombies, have completely forgotten about the purpose of their Web content but they go on anyway, unabated. They create content for content’s sake and fail to differentiate. In large enterprises, employees tweet each other to generate noise

A

C2

C3

C1

Discovery phase1995-1999 few companies understand how Web content works, except pure players and Web portals. Pioneers carry out first experiments

Content marketing evolution



The right questions


3. Conclusion


5 key takeaways

• Constant changes• Content marketing is

important• … but remember why you

are doing this• Think culture … not just

content and try and differentiate

• Trial and errors

Consulting & Training• Digital transformation• Digital Induction & Training

Content & performance• Digital content• Marketing automation


visionarymarketing.com

When influence drives results

http://visionarymarketing.com/

39

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Contact us

Visionary Marketing80 rue Taitbout

F-75009 Paris

France

+44 7092 224 740

+33 1 40 18 54 04 contact”@”visionarymarketing.com

@vismktg

@ygourven


mailto:[email protected]

http://twitter.com/vismktg

http://twitter.com/vismktg

http://twitter.com/ygourven

http://twitter.com/ygourven

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