may the force(s) be with you
Wednesday, May 22, 13
CONVERGENCE
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FRAGMENTATION
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,,
Wednesday, May 22, 13
,,INTERCONNECTED
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,,INTERCONNECTED
INTERDEPENDENT
Wednesday, May 22, 13
,,
TRANSPARENT
INTERCONNECTED
INTERDEPENDENT
Wednesday, May 22, 13
CONTENTWednesday, May 22, 13
All media starts with great content. A great media strategy can never compensate for average content.
Wednesday, May 22, 13
so what is great content
VISIBILITYCONTEXT
SHARE-ABILITY
Wednesday, May 22, 13
The role of content is evolving. The opportunity to be an expert, facilitator and “friend.”
Wednesday, May 22, 13
Consumption is Changing
Traditional:30 Sec Advertising/Display
Product Placement
Integration
Adaptive Branded Content
REACH
DISRUPTION
ENGAGEMENT
Wednesday, May 22, 13
Brands must become better than ever at telling and sharing a story and most importantly listening…
The impact on brands
Wednesday, May 22, 13
CULTUREWednesday, May 22, 13
Brands need to stop competing in the category and start winning in the culture.
Wednesday, May 22, 13
Wednesday, May 22, 13
Wednesday, May 22, 13
Wednesday, May 22, 13
CONTEXTWednesday, May 22, 13
In the future all media planners will be content planners. Content is the currency of the convergent world.
Wednesday, May 22, 13
THAT WAS THENWednesday, May 22, 13
THIS IS NOWWednesday, May 22, 13
two things go hand in hand
DISTRIBUTIONOF CONTENT
CREATION OF
CONTENT
Wednesday, May 22, 13
Wednesday, May 22, 13
FUTUREWednesday, May 22, 13
All brands have to be content programmers
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5 step process
41AU
DIT
2
CONT
ENT
3
CONT
EXT
5
OPT
IMIZ
E
ANAL
YSIS
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BOUGHTOWNEDEARNED
1
AUDI
T
Bought Owned Earned
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2
CONT
ENT
Wednesday, May 22, 13
PROFESSIONAL
Associate/Sponsor/Integrate/Promote
2
CONT
ENT
Wednesday, May 22, 13
CONSUMER
Curate/Enable/Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/Integrate/Promote
2
CONT
ENT
Wednesday, May 22, 13
BRANDED
Ideate/Fund/Produce/Create
CONSUMER
Curate/Enable/Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/Integrate/Promote
2
CONT
ENT
Wednesday, May 22, 13
3
CONT
EXT
Wednesday, May 22, 13
thank youWednesday, May 22, 13