Content Marketing Strategies Conference: Simon Kelly_keynote
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Content Marketing Strategies February 16, 2011 Welcome to the Post Advertising Age
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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Transcript of Content Marketing Strategies Conference: Simon Kelly_keynote
Content Marketing Strategies February 16, 2011
Welcome to the Post Advertising Age
2011 is the year of CONTENT MARKETING.
“2011 TRENDS: CONTENT MARKETING IS CRITICAL”
“Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.
“Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.”
—Geoff RamseyCEO, eMarketer
Lead story in eMarketer1 December 2010
THE FUTURE OF ADVERTISING IS CONTENT
• The future of advertising is here.• Find the story at the heart of the brand.• Integration is the critical strategy and the key
is to integrate all marketing around a core narrative in any media channel.
• Deliver audiences by delivering storiesthey want to read, watch and hear—storiesthey want to part of and share.
• The long-term goal of all advertising is tocreate brand fans who will spread your storiesfor free, driving your media spend down, down,down.
• The purpose of a business is to create customers who create other customers.
Every brand has a story to tell, THOSE WHO TELL IT BEST WIN.
Don’t just take our word for it – thanks Tom. Now it must be true!
2011 is the year of STORY-TELLING.
“STORY IS MORE POWERFUL THAN THE BRAND, THE BEST STORY WINS. I AM—SIMPLY, UNABASHEDLY, OUT LOUD, SCREAMING, AND SHOUTING—SAYING, FOCUS ON THE QUALITY OF YOUR STORYTELLING. TURN THAT COMPLEX IDEA INTO STORYTELLING.
AND IF YOU DON’T BELIEVE ME, TALK TO AN EFFECTIVE TRIAL LAWYER, EVEN IF SHE OR HE WORKS ON COMPLEX COMMERCIAL CASES.”
—Tom PetersManagement Guru
Sept 3, 2010
“Stories are a particularly compelling source of information and…public narratives (e.g., books, movies, news stories, TV programs) have the potential to have a profound and far-reaching influence on what we remember, know and believe. It is not hard to imagine a future where the influence of public narratives is even greater as the world increasingly is connected….”
GREAT STORIES PERSUADE, AND THEY CHANGE DEEPLY-HELD BELIEFS
IN Narrative Impact: Social and Cognitive Foundations, MARCIA K. JOHNSON, THE CELEBRATED YALE PSYCHOLOGY PROFESSOR, WRITES:
WHY STORIES ARE IMPORTANT
WHY STORIES ARE IMPORTANT
THEY CAN OPEN CONSUMERS’ WALLETS
“…the commercialization of emotions. It will no longer be enough to produce a useful product: A story or legend must be built into it, a story that embodies values beyond utility. This imperative is already occurring with more and more products.”
–Rolf JensenCopenhagen Institute for Futures Studies
1990
GREAT STORIES ARE THE ONLY PATH TO INTEGRATION ACROSS CHANNELS
ATL EDITORIAL SEARCH SOCIAL WEBSITE WORD OF MOUTH
MOBILE UGC
Someone sees/hears/experiences a message...
They check out what other people have to say…
They try out a brand experience on a website…
And tell their friends (and maybe a few strangers) about it…
Use different media to tell different parts of one rich story.Create a deeper experience.
Provide a foundation for ongoing engagement.
BECAUSE GREAT STORIES will SPREAD.
THE FREE-TIME PARADOX
SHIELDING YOURSELFAudiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.
Nobody has 30 seconds for interruption, but everybody has 30 minutes to spread the stuff they like.
REACHING OUT TO OTHERSBut when there’s something they want/like/need, they magically find lots of time to take action, and tell friends/colleagues.
HOW DO BRANDS BECOME PUBLISHERS AND TELL THEIR STORY?
MEDIA & AUDIENCEManaging the conversation
Paid media is a SPENDOwned media is an INVESTMENT
Earned media is an ASSET
PaidMedia
OwnedMedia
EarnedMedia
THE PROBLEMIf you spend all your money on paid media, you will have to spend it again next year
OR…You can build brand assets and recruit brand investors, and keep this year’s money working next year and beyond.
…IT’S ABOUT CREATING A CATALYST
Paid media is most efficiently used to jump-start organic pass-along and long-term asset building.
PaidMedia
OwnedMedia
EarnedMedia
THE GOALDon’t spend a dollar more than you have to.
EARNED MEDIA IS FREE, INFINITE AND VIRAL.
EMPOWER YOUR CUSTOMERS TO CREATE MORE CUSTOMERS at no extra cost to you.
SUCCESS STORIESPutting theory into practice
The Green Giant
DISCOVERY
WORKSHOP
We start with problems, questions and ambitions
The bigger picture
The Green Giant character, as a brand champion, has been underused
How do we make the Green Giant relevant to our younger audience?
Who is the Green Giant?
We capture input, insights and strategy in what we call a Workshop Discovery Report
DISCOVERY WORKSHOP REPORT
GREEN GIANT ARCHETYPE
Let’s start the conversation
LEXUSWe have managed their ownership and loyalty programming globally for 12 years
LEXUS
SUCCESS STORY
JANSSENUsing viral video to raise awareness
Concerta’s objective:ARM DOCTORS WITH A VIDEO TO HELP ADHD-AFFECTED FAMILIES SPREAD UNDERSTANDING.
JANSSEN success story
THE SOLUTION
Story created an award-winning ADHD video for Concerta that quickly (inside six months) became Europe’s most-viewed pharmaceutical video ever.
JANSSEN success story
200%
129,943Industry impact – At the 2010 Pharmaceutical Marketing Society Awards, won
Best Digital Patient Communications
Overdelivery – vs. client expectations
Audience – YouTube views #1– most viewed European
pharma video EVER
Viral success
JANSSEN success story
AUDIENCE MANAGEMENTA Two-Month Case Study
How I Met Your Mother objectiveDEVELOP ONLINE AUDIENCES THAT DRIVE OFFLINE TUNE-IN TO WGN AMERICA.
WGN AMERICA success story
INFLUENCER TARGETING
SUPER FANS create the good stuff
CASUAL FANS spread the news
POTENTIAL FANSkick back and enjoy
We proposed a three stage effort to assemble audiences.
We worked with the show’s biggest fans to develop digital content worth sharing, so everyone’s got skin in the game.
STRATEGY IN A NUTSHELL
Reach out to important Superfan influencers.They’ll help us create, and get it right, and inform their audience.We give them credibility, resources, exclusives, and more.
Create content people want to share.With the help of the influencers, build a social media friendly, channel-agnostic fan experience second to none.
Kickstart audience with hypertargeted media.Present our content to show fans, and make it easy to share with their social networks, to multiply our reach.
Drive to offline viewership on WGN America.Manage and maintain the community, and measure and adapt, to keep all roads leading to fans watching THEIR show on OUR channel.
Developing FACEBOOK & TWITTER IDENTITIES
45,000+ likes
900+ follows
Kicking offSUPERFAN RELATIONSHIPS
IgnitingMEANINGFUL CONVERSATIONS
ANECDOTAL EVIDENCE this is all WORKING
“Some of our best Mother numbers ever—
Sunday reached its highest A18-34 and A18-49 telecasts to date!”
—Lisa Gilbert
75MM.
1500+
60,000+
Total Facebook impressions
Twitter Follows
Facebook Likes
SOCIAL SUCCESS projected to end of program
8MM+
Potential Audience (Likes + follows) x 130 audience avg
42 > 36
10,000+Average Viewer Age
Average Nielsen Audience Lift
WELCOME TO THE POST-ADVERTISING AGE.
END OF STORY
Simon KellyChief Enthusiasm OfficerStory Worldwide
[email protected]@kellbagswww.storyworldwide.comwww.postadvertising.com
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