you call that content?
TRANSCRIPT
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You Call That Content
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TODAY’S HOST:Leo RyanSpredfast@LeoTwit
Greg Swanspace150
@gregswan
Carrie SloanJohnson & Johnson
@carriesloa
Session Speakers
Amy LamparskeSocial Butterfly
@amylamparske
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There is Nothing New
Leo RyanVP, Customer Solutions
Spredfast@LeoTwit
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Technology InnovationApproach to Content
Greg SwanVP, Social Engagement
space150@gregswan
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CONTENT IN 2017 = Creativity + Technology
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THE IDEAS + CONCEPTS ARE THE CENTER OF
EVERYTHING
NEW TECH + PLATFORMS
EXPAND WHAT’S POSSIBLE
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TECH > DISTRIBUTION CHANNELS
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APPROACH
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NEW THING!
BRAND PILOTS LAUNCH / JOURNALISTS LOOKING FOR STORY TO TELL
CONSUMERS DISCOVER / EXPERIMENT / SHARE
LONG TAIL
PEAK
ADAPTED FROM DAVID MEERMAN SCOTT’S LIFE OF A NEWS STORY, GARTNER’S HYPE CYCLE, ANDERSON’S THE LONG TAIL
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• IDENTIFY• CONTEXTUALIZE
• CONCEPTUALIZE• PILOT• ITERATE• KILL
PROCESS
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LET’S APPLY THIS APPROACH TO 4 AREAS IN 2016
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VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º VIDEO
VR/AR
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360º IMMERSIVE CONTENT: 3 degrees of freedom
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Your Smartphone
YouTube normal view YouTube fullscreen view
YouTube cardboard view
Facebook timeline view
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Experimenting with POV
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VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º VIDEO
VR/AR
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IMMERSIVE EXPERIENCE: 6 degrees of interaction
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image via glassappsource.com
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“VR Face”
“VR Face” Sensory Takover
Presence
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Virtual + Real World, Creation, Sharing
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Augmented Reality
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Source www.kotaku.com.au
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Microsoft Hololens
Meta 2
Magic Leap
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Our Exciting Augmented Future(HYPER-REALITY, Keiichi Matsuda)
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1916
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VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º VIDEO
VR/AR
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Confidential and Proprietary space150 ©201638 Confidential and Proprietary space150 ©2016
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VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º VIDEO
VR/AR
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2013 2016
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ONE SMALL STEPFOR SQUATCH.A GIANT LEAP
FOR SNAPCHAT.
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3 TAKEAWAYS AS WE PLAN FOR 2017
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1. PAY CLOSE ATTENTION TO:Patents Art Culture
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2. LOOK FOR BLACK SWAN MOMENTS(never say never)
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“We always overest imate the change that wi l l occur in the next 2 years and underest imate the change that wi l l occur in the next 10.”
3. EMBRACE CHANGE AS AN OPPORTUNITY, NOT A NUISANCE
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thanks. -@gregswan
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Leveraging Data to Inform Content
Amy LamparskeSocial Media & Digital Marketing Consultant
Social Butterfly@amylamparske
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Identify Relevant Moments Align key brand and business moments with high industry conversation and pop culture events to increase brand relevancy
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Hyperlocal Analytics Informs Content
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Election Social Analytics Data
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#thankYOU@amylamparske
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You Call THAT Content!?Johnson & Johnson Global Content Lab
Carrie SloanVP, Director of the Global Content Lab
Johnson & Johnson@carriesloa
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The Big Picture: Why Storytelling?
“Storytelling prompts the body to produce the neurochemical oxytocin. Oxytocin is the ‘feel-good’ hormone;; it also is released when people demonstrate trust or kindness toward one another.In one study, Berkeley scientists discovered that the body produces oxytocin when exposed to character-driven stories. A story of a sportscaster may not cause you to go out and buy Microsoft Office, but it will stick in your mind, maybe pump some oxytocin into your system, and create a few warm-and-fuzzy feelings toward a software company.”
It all comes down to science, actually:
8 Absolutely Brilliant Content Marketing Innovations from the World’s Best Brands(Content Marketing Institute)
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Where We’re Investing: A Whole New PlatformTHEN: A hulking 1,800 pages, full of dead-ends. NOW: A streamlined site with best-in-class capabilities,
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Where We’re Investing: Inventive Story Templates
Listicle
Microsite
Photo Gallery
Timeline
Video
Face Grid
Infographic
Q&A
Article
Fast-facts Story
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The Content CHANNEL That Might Surprise You
Latest News Innovation Caring & Giving Personal Stories Health & Wellness Our HeritageWhat are the must-reads of the day at J&J? Company announcements, events, activations, acquisitions, launches, awards and honors, all tied to enterprise.
Sample content: Breaking New Ground on Innovation: The Debut of JLABS @ Toronto
Comprehensive innovation on an enterprise level, celebrating new thinking, ideas, people and actions. It could contain a video about 3-D printing, a 3,000-word story on how new medicines are made, or a Q&A to surface an innovative approach to workspace design/HR recruiting/ eradicating Ebola.
Sample content: Q&A: The Quest to Quash Zika, Meet the Brazilian Scientist Working to Develop a Vaccine
Our mission is to care for the world, one person at a time, and this section is devoted to our social values, and all of the good work we do around the globe every day. Stories might range from an enterprise feature about our neonatal resuscitation program in China or a profile of an employee who volunteers in his local community.
Sample content: Video: Life's First Breath: Pipi's Story
In this section, we’ll put one face on a story, in text or video format, to create an emotional connection with external stakeholders. This is the channels for patient stories, employee stories, and “face grid” stories that tell a story through the lens of the people involved.
Sample content: Video: One Dad’s Story: What Taking Paternity Leave Meant to Me.
A channel dedicated to personal health and wellness content, including Human Performance Institute activations, ideas and stories, and lightly-branded consumer content about our enterprise commitment to health & wellness, how to live a longer, happier healthier life. This content may eventually be syndicated to other health & wellness sites/channels online.
Sample content: The ABCs and 123s of Smart Summer Skin Care
A channel devoted to the past 130 years of Johnson & Johnson’s history…and the next 130. Partnering with the Heritage Communications team, we’ll have regular features, like “Ask Margaret,” to learn key facts from our history, as well as profiles and features on people, products, practices and meaningful milestones in J&J history.
Sample Content: Feature story: A Stitch in Time: 100 Years of Innovation in Sutures.
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Content that Connects: Virtual Reality
A First of its Kind PartnershipJ&J engaged with Facebook on their Humankind Project, the first corporate partnership of its kind.
We, along with Save the Children, partnered to send a VR crew into Germany, following a refugee family through their effort to start anew.
The video was designed to elicit empathy, and timed for release during UNGA week.
In 2016, in partnership with Save the Children, J&J donated $1.75 M to help child refugees affected by the war.
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Content that Connects: Interactive Infographics
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The Rise of Visual Media: New Ways to Tell Stories
"Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication with social sharing sites like Pinterest."
-Dr. William J. Ward, Social Media professor at Syracuse University
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What’s the BestWay to Tell a Story?
The answers is: It depends.• Not all content should be “snackable”: The Johnson & Johnson Content Lab believes in deep reporting, personal essays and complex “enterprise” stories
• Today, sites like Medium and the Highline are also reinvigorating retrolong-form journalism
• We do know this: One key to storytelling is to show, not tell
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3 Ways the Content Lab Thinks Differently
We’ll always tell stories that impact J&J’s top reputational drivers and your bottom line. That said: • We’ll brainstorm backwards: Where will the story appear, and how should that impact how we tell it?
• We’ll be micro-focused on internal goals and external news events.
• We’ll shape – and jump into –conversations in the zeitgeist.
When we do this successfully, we win.
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Question + AnswerLeo RyanSpredfast@LeoTwit
Amy LamparskeSocial Butterfly
@amylamparske
Carrie SloanJohnson & Johnson
@carriesloa
Greg Swanspace150
@gregswan