imedia brand summit 2012 - cub keynote
Post on 19-Oct-2014
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Content is King ! But where do you start ?
Louise Schirmer - CUB
iMedia Brand Summit
Today:
3 3
3
Content is King
‘‘Content’ means the creation of original content or the curation
of content for the benefit of your audience. ‘Marketing’ means
getting people to discover and engage with your content.’
Gilad de Vries
Audio
Games
Apps
Contests
Comments Text
Graphics
Photos
Videos
Content is…
Why is Content King ?
Most importantly………
It’s the reason that people are engaging with digital channels.
Providing path to purchase
Influencing Customer Decisions
Soliciting Feedback
Functionality Building Trust Information Enjoyment
Welcome to the Attention Economy
Where to start ? – Strategic approach to each
channel
Websites
Deeper content,
specific detail,
end of the path
to purchase
Social Media
Conversations, and
conversation
starters, Badge Me
Visual Social Media
Stories and Videos –
entertain me, Badge
Me
Mobile Apps
Functionality and
entertain me on the
go
What is the objective in the overarching communications plan ? What’s the
consumer experience objective ?
Profile 1
How do we get Consumers there? Online Content Drivers
…to seek out INTERESTS
…to fulfil interest NEEDS
…from BRAND / PRODUCT
• Sports results
• Tickets to
sports events
• Product info
• Brand history
• Responsible
drinking
• Right to play in
“sports”
• Sports
Profile 2
• Tickets to
music events
• Access to
exclusive music
content
• Product info
• Brand history
• Responsible
drinking
• Right to play in
“music”
• Music /
entertainment
What are our consumers looking for online…
15
What where ? Digital Touch Point Roles & Priorities
Awareness
Engage & Educate (Accept)
Drive Trial (Respect)
Loyalty (Commit)
Media
Part
ners
hip
Paid
Searc
h
Influ
encer
Outr
each
Natu
ral
Searc
h
Mobile
App
Website
eD
M N
ew
sle
tters
Mobile
Adve
rtis
ing
Life
sty
le S
ponsors
hip
Sport
s S
ponsors
hip
Off-P
rem
ise A
ctiv
atio
n
On-P
rem
ise A
ctiv
atio
n
Priority Objective for KPI setting Secondary Objective
Dis
pla
y B
anners
Fan P
age
1. Prioritise 2. Pilot
Onlin
e V
ideo
Dig
ital
Coupons
3. Phase Out
How do we get there? Digital Property Roles, Content & KPIs
17
•KPI: Drive loyalty •Role: Fan community interested in Brand, Sports & Music •Traffic source: Facebook Ads
•Traffic push: Website for further engagement
Fan Page
•KPI: Engage & Educate •Role: Entertainment channel for Sports and Music Enthusiasts • Traffic source: YouTube Promoted Video Ads / Community Seeding
•Traffic push: YouTube Channel for further video content
Brand Channel
•KPI: Engage & Educate •Role: Customer Service •Traffic source: Promoted Tweets
•Traffic push: Website / YouTube for further content
Twitter Feed
•KPI: Drive Trial •Role: Highlight brand relevant news and upcoming Sports promos •Traffic source: Sign-ups via paid search, display banners
•Traffic push: Website for further engagement
eDM newsletters
•KPI: Engage & Educate •Role: Compass to direct consumers to other digital touchpoints •Traffic source: Facebook Ads, Display Banners, Video click-throughs
•Traffic push: Facebook Fan Page, Twitter Profile, YouTube Channel
Brand Website
Think about Customer journeys to Deepen
Engagement
Offline
Experience
How do we seduce the consumer into a deeper experience ?
Landscape Analysis
Keyword Search
Volume of Content
Audience Persona
Competitive Analysis
Opportunities
Challenges
Quantitative & Qualitative Analysis
Ingredients to the Recipe
Top things to consider when approaching content
planning
Focus on audience-centric, top-down brand narrative development that considers bottom-up, channel-specific
audiences and function
Begin to think like content creators and
curators
Follow a process to discover, develop, and
refine content
Think of content as conversation
Engaging content today leads to more visibility
tomorrow
Case Study
The Challenge
42%
37%
15%
4%
1%
2%
52%
28%
14%
4%
1%
1%
18-24
25-34
35-44
45-54
54-64
65+
Who is talking about VB
Male Fans of the Page
Male Demographic
Age
Target Audience
52%
28%
14%
4% 1% 1%
37% 34%
20%
7% 1% 1%
18-24 25-34 35-44 45-54 54-64 65+
All Content Cricket Content
52%
28%
14%
4% 1% 1%
40% 35%
19%
4% 1% 1%
18-24 25-34 35-44 45-54 54-64 65+
All Content NRL Content
Change to Vic Bitter Fan Demographics
16/08/12
18-24: 31.7%
25-34: 31.6%
35-45: 12.6%
45-54: 3.15%
0%
0.5%
1%
2.6%
55 +: 2.11% 3.4%
17/07/12 16/07/12 17/06/12
18-24: 32.1%
25-34: 31.4%
35-45: 12.5%
45-55: 3.01%
18-24: 31.7%
25-34: 31.5%
35-45: 12.5%
45-54: 3.07%
-1%
1%
0%
2%
55 +: 2.06% 55 +: 2.04% -1%
18-24: 31.7%
25-34: 31.5%
35-45: 12.5%
45-55: 3.07%
55 +: 2.04%
% make up of Vic Bitter (Male) Fans – After One
Month
% make up of Vic Bitter (Male) Fans – Month Two
Changes to Demographics Engaging with Content
18-24: 30.8%
25-34: 32%
35-45: 16.3%
45-55: 0.9%
18-24: 24.5%
25-34: 33.7%
35-45: 16.9%
45-54: 6.0%
-20%
5%
3%
543%
55-64: 0.63%
65 +: 0.9%
55-64: 1.1%
65 +: 0.9%
43%
0% 0%
18-24: 28.5%
25-34: 31.1%
35-45: 15.3%
45-54: 5.7%
-8%
55-64: 1.6%
65 +: 1.0%
45%
18-24: 24.5%
25-34: 33.7%
35-45: 16.9%
45-54: 6.0%
55-64: 1.1%
65 +: 0.9%
16%
-9%
-5%
11%
% of engagement - Vic Bitter (Male) Fans – Month
One
% of engagement - Vic Bitter (Male) Fans Month Two
Example
Questions?