the rise of content...

The Rise of

Content Intelligence

Myljoy PolesticoManaging Director

Content Intelligence

Copyright © 2017 Zanroo Limited. All rights reserved.

Reproduction in whole or in part without the permission of the copyright holder is strictly prohibited.

The Rise of Content Intelligence

Agenda

• What is content intelligence

• What problem(s) call out for a content intelligence approach?



• The future of content and personalisation

• Turning towards Machine Learning & AI for automation to stand out

About Me



Zanroo Integrated Approach

Monitoring allows organisations

to zoom into conversations

occurring on competitor, fan

pages or community pages,

giving micro insights and

competitor intelligence

Monitoring

Zanroo provides an integrated conversation

analysis of Macro (Listening), Micro (Monitoring)

Social Intelligence Integrated Conversation Analysis



Listening to online

conversations like social

media channels, news,

blogs, forums, reviews,

commerce sites, provide

macro insights are these

conversations are of

personal opinion & sharing

Listening

Engagement

Engagement conversations

are direct conversations

between the company & the

customer. These conversations

identify immediate issues

and should be considered as

high priority.

analysis of Macro (Listening), Micro (Monitoring)

and Direct (Engagement) conversations to provide

companies a holistic view of all conversations

rather than in silos. This give business’ an

advantage to see brand and product perception in

a 360 degree view.

Customer Expectations

Customers now expect

the right content at the



right time regardless of

channel

Content Shock

Your audience turns to online

platforms to research and buy

products and services. This gives

fantastic opportunities for



fantastic opportunities for

marketers to engage audiences

and encourage content sharing,

but also gives huge challenges of

getting through to your audience

2017 State of Pipeline Marketing Report

The way we generate content is not optimized to

address growth in number of touch points,

distribution channels, devices, platforms, customer

expectations.

Therefore Marketing Managers:



• 92% are unable to meet deadlines

• 81% are struggling to coordinate content

creators

• 64% are challenged with issues relating to

repurposing content

• 25% of every dollar spent on content marketing

is wasted

Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your

content production processes”

The Rise of Content Intelligence

Content intelligence is defined as data-driven content marketing optimizations that are

growth-driven and user-centric.

Shifting our way of thinking about content marketing and how we design and create

stories that convert should be 20% gut instinct and 80% driven by user behavior data.



stories that convert should be 20% gut instinct and 80% driven by user behavior data.

Intelligent content is content designed to be modular, structured, reusable, format-free,

and semantically rich

Content Intelligence – Modular, Reusable & Format Free



Increases content consistency, content development and substantially reduces costs

Content Intelligence – Structured and Semantically rich



Structured content is semantically- labeled and consistently organized, which allows computers to read meta-data for you

Discover InsightsTOYOTA in no RUSHToyota Social Listening

Toyota used Zanroo’s Social

Listening platform to identify

consumer insights to learn the

love and hate factors and also

to identify areas of

Step 1: BRAND

Compare total social conversation

between Toyota & Honda

Step 2: CAR MODEL

Compare total social conversation

between Rush, HR-V and BR-V

Insights 1:

Middle-class are



Challenge Objective Solution Tactics Findings Insights Results

Toyota wanted to revive

Toyota Rush model in

Indonesia market with a video

campaign, however did not

know the best messaging to

drive interest, engagements

and conversions


improvements.

Use Zanroo findings to strengthen

Toyota Rush brand positioning and

communication for future marketing

purposes.

between Rush, HR-V and BR-V

Step 3: CAR ATTRIBUTE

Identify conversations around

Exterior, Interior and Performance

243,987 Brand mentions

19,573 Car Model mentions

245 Car Attributes mentions

Middle-class are

looking for reliable

and durable car to

conquer challenges in

lives.

Insights 2:

Rush is highly praised

for its off-road ability

and durability.

Dealership product

positioning strategy

Localized Video

Messaging based on

Middle-Class

engagement

Created differentiated

content to increase

test drives

Personalisation

“By 2018, companies fully invested in online personalization

WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%”



Gartner

Machine Learning Across Industries



Artificial Intelligence for Content



Content Intelligence Not For Everyone

NOT for the company who has 50 pages of highly crafted marketing content that never

changes. “Corporations that have relatively simple content demands the investment in

content to be structured beyond basic HTML may be overkill.” Rahel Anne Bailie



FOR companies that have many products, many product lines, many languages, many

locales per language, many audiences per product line and locale and language. When the

complexities of content production become and operational advantage is when you need

to consider applying content intelligence process

SB Furniture UpsellFurniture Industrial Social Listening

SB Furniture use

Zanroo Social Listening

platform to identify

consumer insights

Step 1: BRAND

Total social conversation of SB

Furniture.

Step 2: Competitor Analysis

Key competitors’ social

analysis focussing on

marketing perspective.

Discover Insights



Challenge Objective Solution Tactics Findings Insights Results

SB Furniture is having

difficulties to

increase incremental

revenue (E.g. Cross

Sell) and slow down

in new market

opportunity. Also lack

of online brand

awareness.

consumer insights

about the market to

learn the love and

hate factors and also


improvements.

Use Zanroo findings

to brand positioning

and communication

for future sales &

marketing initiatives.

marketing perspective.

Step 3: Brand ATTRIBUTE

Identify key attributes that

contribute to the product

sales and brand success.

Products related

to Bedroom is

socially popular.

Condominium

related furniture

are highly

mentioned.

Bedroom is an

intimate, personal

retreating zone

especially in the

condominium for the

urban middle class

people. They tend to

invest into bedroom

as pirority.

To develop Marketing

campaign around

bedroom topic

Approach sales

directly to real estate

company

Innovate new

products for

Condominium

Content Intelligence Consideration

Analysis Questions to

Consider

In gathering these data points,

ask yourself these three



questions:

1. [Awareness]: What topics

are driving traffic?

2. [Engagement]: What

content is keeping people

engaged?

3. [Conversion]: What

for more information, please contact:

Website: www.zanroo.com

More information, please contact:

Myljoy Polestico

Tel: +65 81382007



THANK YOU


Email: [email protected]

Copyright © 2017 Zanroo Limited. All rights reserved. Reproduction in whole or in part without the permission of the copyright holder is strictly prohibited.

THANK YOU


Email: [email protected]

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