vccp kin production director chris chaundler - sustaining brand conversation
DESCRIPTION
VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an always on world. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadaptTRANSCRIPT
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How We Work
AUDIENCE 1 YOUR KNOW
Research & AnalyticsSocial ListeningJourney MappingContent AuditSEO Analysis
2 A STRATEGY DEVELOP
Content Connecting ThoughtClear FrameworkRole of ChannelsEditorial ThemesDistribution Principals
PLAN EXECUTION
Originate or Reorganise ContentDevelop Editorial and Content CalendarsImplementation Guidelines
3
TWEAKING KEEP
Optimise and Re-optimise ContentReport and LearnRespond in an Agile WayBuild Links
4
EVALUATEBusiness MeasuresLong Term TrackingFeeding Back Against Objectives
5
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Video Production: O2 Guru TV
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O2 Guru TV Results
30+ MillionViews
10%CTR
7%Higher
CSI
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Not Behaving Like A Publisher
Videos produced on a “per brief” basis
Good engagement rate, but no regularity and therefore no loyal audience base
Reliant on paid media for reach
Missed reactive opportunities, unable to be a credible “first” voice in new developments
Unable to be an always present authority in the technology space
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O2 Guru: New Production ModelP
ER
BR
IEF
BA
SIS
ALW
AY
S P
RE
SE
NT
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O2 Guru: New Production Model
ALW
AY
S P
RE
SE
NT
CredibleRelevantAlways On
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Producers
DirectorsVideo Animators
Creative Producers Editors
Offline Planners
Organic Planners Online Planners
Measurementand Analytics
SEO TEAM
Visual ArtistsAnimators
Outreach
Community Managers
Writers
PARTNERS INFLUENCER
Journalists
Analysts
Everyone
Celebrities
Experts
Bloggers/Tweeters
PRODUCTIONHUB
PRODUCTION FILM
SEO + PLANNING MANAGEMENT COMMUNITY
Content Production Hub
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A New Way Of Working
1. Reactive
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A New Way Of Working
1. Reactive
2. Adaptive
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A New Way Of Working
1. Reactive
2. Adaptive
3. Brave
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