Content_Strategy (1)

Editor's Notes

• #3: - Agenda topics to cover today.
• #4: I worked for 4 years in a variety of consumer marketing roles at Amex, and 2 years as a PMM for a kids online game at Disney Both companies have a strong perspective on the influence content has in driving the business. For Amex, content allows the company to build an emotional bond with consumers to overcome negative perception of financial services industry and aid awareness For Disney, content IS their business, and they’re experts at creating and sharing it.
• #5: - Agenda topics to cover today.
• #6: Important to distinguish the information (photos, articles, apps, etc) from the technology/channels through which the content is distributed Information should be tailored to the audience and context through which it’s being shared
• #7: Not all media channels are created equally. One of the biggest challenges marketers face is delivering the right content through the right channel It’s helpful to think of content channels as on a spectrum, from Active to Passive. On the far left, an active form of consumer engagement might be playing a game, or writing an article. When a consumer is engaged in these activities, he/she might expect a high level of interaction with the content producer. On the other end of the spectrum are completely passive forms of content consumption, such as reading a magazine, or watching TV. Brands must understand the expectation their audience has in engaging with content through various media
• #8: Some brands are good at tailoring their content/messaging to the media channel, and some are not. Two examples come from Facebook, one for Samsung USA, and one for GE. On the left, Samsung’s fb page looks to be one long brochure for Galaxy. Very transactional in nature, the messaging is all about the brand pushing a one-way message out to consumers. While there might be customer interaction on each post, it tends to be unengaging and fleeting. GE’s fb profile, on the other hand, is full of interesting information. Fun facts, old photos, and generally interesting imagery fills the profile, while simultaneously downplaying GE’s brand. The purpose is to surprise the consumer with unique information, and encourage a conversation (GE does a great job of replying to some comments and keeping the conversation going). Overall, GE is able to develop a voice that seems authentic through its fb profile.
• #9: As broadband and smartphone penetration has increased, consumers have a wider variety of information to consume, and a greater ability to filter Whereas in the past, brands could push out a transactional message with the expectation it would likely be consumed, now they have to work harder to engage audiences and overcome filtering The boundaries between advertising and entertainment have blurred
• #10: - As an example, a billboard for Coca Cola that is representative of this “older” method of transactional advertising
• #11: Now, to garner attention, brands need to provide a unique and informative/entertaining experience Example – a Nike billboard in Argentina, within which contains a treadmill. Each km run on the treadmill is matched by a donation from Nike to Unicef. Great example of interactive adver-tainment
• #12: To go into a bit more detail around specific content generation strategies at companies from my past, let’s start with an example from American Express This example illustrates an example of a company that built a new content platform to reach an underserved audience Move up to front after my background
• #14: OPEN helps position Amex as a though leader in the SMB space, provides access to new audiences through content syndication, and aids SEO through proliferation of relevant content, which drives card acqusition
• #15: To go into a bit more detail around specific content generation strategies at companies from my past, let’s start with an example from American Express This example illustrates an example of a company that built a new content platform to reach an underserved audience
• #16: Disney’s example, on the other hand, is an example of seeding their existing audience with new information, while also empowering their community of passionate advocates to supplement their content universe Move up to front in front of my background
• #18: - Disney’s example, on the other hand, is an example of seeding their existing audience with new information, while also empowering their community of passionate advocates to supplement their content universe
• #20: Move after disney and Amex (critical learnings over the years)
• #21: - Agenda topics to cover today.
• #22: Another interesting example of innovative use of social media comes from Old Spice. They were a stodgy brand with little relevance among younger males, so P&G took a very deliberate viral marketing approach to reinvigorating the brand among Millenials. Through this viral strategy, they were able to create a branding platform that has lived far beyond the initial video that was produced for YouTube in 2010. Quality content generation that CHANGED perception was their first priority. Once that content was created, it was deliberately seeded to influencers (such as Perez Hilton) who then shared it to their audiences. In addition, Old Spice leveraged scalable “free” channels such as Youtube and Facebook to ignite virality. Once the “Old Spice Man” persona caught on, Old Spice took it to a new level by allowing him to engage with the audience, thereby continuing the brand interaction beyond the video, and spawning more content that was created in response to audience questions. Finally, Old Spice enabled their content to be picked up and imitated by others, such as Sesame Street.
• #23: - Great content strategy has the added benefit of enabling a brand to move beyond its core audience, and extend itself into new markets. In the Old Spice example, the “Old Spice Guy” was able to bring about brand awareness to a whole new audience, which therefore gave “permission” to the brand to enter new product categories that were relevant to the Millenial audience. Therefore, beyond cologne, Old Spice extended itself as a scent that could be applied to a variety of personal hygiene products, and even apparel.
• #24: Here’s an example of an innovative use of interactive online media to help build awareness of a virtually unknown product. Completely pushed the envelope to develop a long-lasting association with the brand
• #25: In another example, a well planned content strategy allows brands to enter markets where they were previously unknown, and aid purchase decisions based on a content strategy designed to drive awareness Turkish Airlines is a well-known airline in the Middle East, but had an explicit goal of becoming one of the top 10 largest airlines in the world by 2020. To do that, they had to increase their global brand awareness and reputation, particularly in North America and Western Europe They partnered with some of the biggest brands in sports – including FC Barcelona and Man Utd to become the “official airline” of these teams, and then went about creating highly engaging video content featuring well known sports celebrities such as Kobe Bryant and Lionel Messi. Huge awareness translated into a huge spike in FB followers (which implies TA became part of the consideration set for many people looking to fly globally) and the airlines number of total passengers, destinations served, and revenue, have hit all time highs in 2012
• #27: What does Intel have in its content arsenal that can be applied to our brand in a way that makes sense? Maybe we start with our front door, and create an experience that encourages ongoing engagement, and positions Intel as a thought leader