MBA Content Product 19.12.14.compressed

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MediaCom Beyond Advertising

Worldwide Products & Services

November 2014


Great content deserves a great audience.

We don’t just create great content – we know how to put content to work.

MediaCom Beyond Advertising sits at the heart of MediaCom – The Content + Connections Agency.

Content only achieves its potential when it is designed, managed and integrated with every other element of a communications system.

We are global and growing fast (over 500 people in 42 countries):a team of creators, writers, producers, bloggers, coders, analysts, researchers and strategists with

multi-disciplinary backgrounds, collaborating and innovating in everything we do.

Content

Strategy____

Content

Creation____

Content

Distribution____

Connected

Understanding

Connected

Solution

Connected

Execution

01Introduction

CONTEXT AS SOON AS WE BECOME

‘CONTENT CREATORS’

WE’RE ASKING

CONSUMERS TO CHOOSE

OUR CONTENT ABOVE

EVERYTHING ELSE THAT

IS VYING FOR THEIR

(FINITE) ATTENTION

1.

DIFFERENT CONTENT SERVES

DIFFERENT CONSUMER NEEDS;

NOT EVERYTHING IS ABOUT THE

NEXT VIRAL SENSATION

‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed

for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’

‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs.

This is often the next step in your comms journey: capture your audience’s attention with inspirational content,

and then make it relevant to them with content that is both informative and useful’

’

‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social

community management and competitions. It gives longevity to a campaign and is designed

to grow your base of brand advocates’

2.

THE BEST CONTENT IS

CONSISTENT; CONTINUALLY

REINFORMCING BRAND

EQUITY

Consistent

Territories

Consistent

Emotional

Reaction

Consistent Look

and Feel

3. A GREAT IDEA DESERVES A

GREAT AUDIENCE

Content Strategy

01Content UnderstandingThere are two products focussed on the audience

and brand. These should be sold as a package

but can, in some instances, be sold as stand

alone products.

AUDIENCECONTENT UNDERSTANDING: AUDIENCE

AND BRAND

1.1

This product delivers an understanding of

what content our target audience are

consuming, and how they are consuming

it, on a macro level.

It is imperative to deliver this

understanding on a broad level (category

agnostic) as when entering the ‘opt in’

content arena we are not simply

competing against a traditional

‘competitive set’ we are competing

against everyone.

The output of this will be a document that

shows:

• Volume of content consumption

• Audience Attention Span

• Content Discovery Methods

• Platform usage

• Key Content Themes

• Preferred brands / personalities

• Content creation habits

Source goes here

Audience and Cultural Content Understanding

What are the inputs for this?

On a base level the input for this product can

come in three areas - although should not be

restricted to these:

Industry & MediaCom subscribed data – be that

from open sources such as the Consumer

Barometer (Google) or Global Web Index through

to MediaCom access to data from Google Trends

For Marketers and more market specific

subscription based tools such as TGI Net or

Social Listening data from Brand Watch.

Client Owned data: For example Facebook

Audience data and prior campaign reports

(including any CIF analysis or bespoke research

projects that have been completed)

Media Owner data: For example category and

client specific content consumption insights

form Facebook / Twitter etc. as well as

information sources such as Unruly (Viral Video

Chart)

When would I need this?

At the beginning of any full content strategy

process.

When a client is beginning to examine content

strategy

When a client has moved too far ahead and is

letting creative rule a content strategy (“We’ll

make a viral video”)

If we have retained MBA content resource

written into client contracts

For ‘big opportunity’ clients free of charge in

order to diagnose and upsell.

BRAND CONTENT UNDERSTANDING1.2

This product will analyse the existing content the brand in question is creating, it’s closest competitor and an out of category competitor that is targeting the same audience for their ‘share of mind’ with its content. The analysis will use the 3 ‘i’s framework to analyse the strength of each brand in question across content creation and consider content habitat (network)

The output of this will be a document that shows:

• The content strategy of each brand in question; delivering an informed analysis of the performance of Inspire, Involve and Inform content

• How this is adapted across platforms

• Visualising the system each brand has developed

Source goes here

Brand and Competitive Content Understanding


At the beginning of any full content strategy

process.

When a client is beginning to examine content

strategy

When a client has moved too far ahead and is

letting creative rule a content strategy (“We’ll

make a viral video”)

If we have retained MBA content resource

written into client contracts

For ‘big opportunity’ clients free of charge in

order to diagnose and upsell.


On a base level the input for this product can

come in two areas: although should not be

restricted to these:

Client Owned data: For example Facebook

Audience data and prior campaign reports

including spend data and campaign

performance.

Media Owner data: Using their best practice

document and by manually analysing

competitive pages to have a view on campaign

consistency and construct.

Areas such as ‘paid social’ data is not freely

available but with tools such as SocialBakers,

you can easily track and analyse Engagement

spikes or growth curves that indicate paid

support.

It is also critical for the content expert

completing the work to have a educated

subjective opinion on what good looks like.

The output of this is a Content Audit that touches upon the areas MBA feel are critical for content

02Content SolutionThere will often by occasions these are

sold as individual products based on

agency relationships

TERRITORY

IDENTIFICATIONCONTENT SOLUTION

2.1

This is the ‘all in’ content strategy product that will result in MediaCom Beyond Advertising recommending:

• The territories the brand should be playing in

• The emotional persona the brand’s content should take

• The tone of voice the brand should use

• The platform ecosystem

• Full content suite recommendations in line with the Three I’s

• Adaptations of content across the platform ecosystem

• Content Creators

• How to link the system

This can lead to a creative recommendation (if the Create team are involved)

Source goes here

Content Territory Identification


Content Understanding work (Audience / Culture

/ Competitive)

Brand equity information

Brand Comms and Business Objectives

Budget forecast

MediaCom Client team participation

Collaborative workshop with other stakeholders

(brand and agency)

Search / SEO team input


When a brand is proactively looking to develop a

full content strategy

When it is clear that the brand has been ‘dipping

a toe’ into content but without any real strategic

framework

When the overall media strategy should be

context centric

INVOLVE STRETCHCONTENT SOLUTION

2.2

This element of the content strategy will taken an existing Inspire piece of content (often created by another agency) and recommend how to develop Involve content in order to give the campaign increased longevity and breadth.

It is based from an understanding that a single piece of branded content alone is not sufficient and that to grow effective reach and frequency we need to deliver multiple iterations around the same story / theme using Involve content. It will recommend:

• What platforms the campaign should manifest itself on

• What additional content should be developed from the original campaign


• How to link the system

Source goes here

Involve Content ‘Stretch’


The Inspire Content and the defined brand

territory around it.

Brand communications and business objectives

Forecast budget


When a brand has developed a video / content

piece in isolation – not understanding the

lifespan of digital content is different from, for

example, a TV campaign.

PLATFORM STRETCHCONTENT SOLUTION

2.3

This product is based on an

understanding that most brands have

not yet adopted a platform specific

approach to content development;

acknowledging the specific usage

moments and creative norms that

each platform adheres to.

This product will examine the content

that a brand is already producing (and

intends to produce) and suggest:

• Creative adaptations based on

platform understanding across the

three I’s.

Source goes here

Platform Content ‘Stretch’


The existing content series

An understanding of the brands digital

ecosystem / aspirations

An understanding of ‘content best practice’ for

each platform (Tumblr / Twitter / Facebook etc.)

A member of the Creative team


When a brand have developed a piece of

content in isolation and are planning on running

it across multiple platforms using a ‘one size fits

all approach.’

INFORM

IDENTIFICATIONCONTENT SOLUTION

2.4

This is a ‘bottom up’ product that will

identify the evergreen territories that a

brand have the right to be developing

content in.

Using MediaCom tools and Real World

Insight we can identify those territories

that are most pertinent during an

active Consideration phase.

This product will deliver:

• Search Insights into brand

territories and where the

opportunities (vs. competition) are

• Real World Insights into the

strongest Inform territories


• How to Link the System

Source goes here

Inform Identification


Paid Search / SEO participation and tools

Planning insights

An understanding of the business priorities and

products (product features) in promotion.

Campaign themes


When we identify there is an opportunity that is

not being looked at from other agencies.

When the brief to the planning team calls for

‘increasing Consideration.’

When we have an existing Paid Search product

in place.

03Content ExecutionThis includes 3 products: content

testing, distribution strategy and

measurement.

CONTENT PRE

TESTING CONTENT EXECUTION

3.1

This product will deliver insights into

how creatively fine tune a piece of

content for maximum engagement

online. It will often be used to deliver

an objective appraisal of a piece of

work developed by an external agency.

It will also be useful in helping inform

distribution strategy based on content

strength.

The output will be:

• A content score (1-10)

• Recommendations for creative

adaptations

• Implications for distribution

strategy

Source goes here

Inspire Video Analysis


A piece / number of pieces of Inspire content to

analyse


When MediaCom have received a piece of

content from a brand / agency that we can tell is

not strong and need to prove so objectively.

When a client is choosing between multiple

videos to act as the Inspire piece.

Is our Involve and Inform content

delivering the desired effects in terms

of attitudinal and behavioural impact.

Source goes here

Audience Copy Testing


Consumer panel research possibly in

combination with the CAT tool described

elsewhere in this deck.


In campaigns with emphasis on Involve and

Inform content. The approach can be used as

both a pre or post tool either testing that our

content have the desired effect or as check up

after the campaign.

DISTRIBUTION

STRATEGYCONTENT EXECUTION

3.2

The product will deliver macro

distribution strategy

recommendations, that will be briefed

into the content distribution teams,

providing:

• Different distribution strategies per

content typology and content

strength (CAT analysis / subjective

MediaCom Beyond Advertising

analysis)

• Different distribution strategies per

audience subsections (if

applicable)

• Recommending additional

MediaCom tools for distribution

(Syndicate)

• Forecast reach

• KPI recommendations

• System linkage (including

retargeting)Source goes here

Distribution Strategy


Communication Objectives

Content KPIs (e.g. views vs. view through)

Content Typology (3 I’s)

Content Strength

Audience Information

Aligned Media

System Understanding

Budget

Internal Measures of success (e.g. YouTube

counter)

Past learnings


When a client has a pre-existing piece of content

they want to distribute and comes to MBA at the

end of the process.

CONTENT

MEASUREMENTCONTENT EXECUTION

3.3

Measuring outcomes not just inputs is a key area for MediaCom Beyond Advertising.

As a result we are working with the likes of Millward Brown on studies to understand the impact of content.

Separately, we’re embracing (indeed recommending) third party studies, such as Nielson Brand Effect Studies on Facebook, to show the impact our campaigns are having.

Additionally, teams should always work with local vendors to understand performance benchmarks by market, audience, content typrand category.

These should form part of a robust KPI framework that on a basic level allows for effective reporting and optimisation and on a deeper level proves the impact on brand health.

Whether it be bespoke third party research or existing research methodologies, no content campaign is complete without a robust KPI framework and ideally and brand health accompanying study.

Source goes here

Content Measurement


Communication Objectives

Content KPIs (e.g. views vs. view through)

Content Typology (3 I’s)

Audience Information

System Understanding

Past learnings


Any time we are running a content campaign we

should have a KPI framework in place.

For larger campaigns we should work with

vendors to include brand effect studies (ideally

as additional value).

The purpose of CES is to prove how

audiences have engaged with content

across the 3 I’s and the consumer

journey.

Looking for synergies between content

assets and proving the conversion

from engagement to outcomes.

Source goes here

Content Engagement Study (CES)


When working with holistic content campaigns

with multiple contents assets working against

different phases of the consumer journey.

Any campaign that is believed to be content led.


Cookie tracking across all content assets and

connections.

Consumer panel research to identify changes in

attitudes and behaviour through the

engagement in our content assets.

A simple way to establish which

effects our content assets are

delivering to the audience. The study

aims to identify differences in peoples

attitudes to a given brand and

establish significant differences

between our audience and those who

have not seen our assets.

Source goes here

Exposed/Non Exposed

What are the inputs for

this?

Questionnaire based study

based on two different

samples.

a) Sample from the

platform where the

content has been

distributed who has

seen the content

b) Sample of people who

has not seen the

content (often from a

panel)


To establish effect

measures of campaigns

where the combined reach

is to low for effects to

surface in brand audience

consumer tracking’s and

other types of broad

communication effect

studies.

How long will it take (and

therefore how much

should I charge)

2-3 weeks for setting up,

collecting data and

finalising a report.

Costs should be relatively

low meaning £ 2-4 K in

data cost for a big market

and £ 3-4 K in consultancy

fee for us.

05Working Process

Ideal client working relationship (I) Integrated Campaign Based –‘MediaCom’ model (retained)

Client Team

Content

Strategy Content

Creation Content

Distribution

Take and

disseminate

brief

(Content

Understanding)

Connected

Solution

Connected

ExecutionConnected

Understanding

Media

Buying

Content

Lead

Validate Content

Strategy Opportunity

Ideal client working relationship (II) Content Strategy Specific –MediaCom beyond Advertising model

Client Team

Content

Strategy Content

Creation

Content

Distribution

Identify Real

Content Strategy

Opportunity

Content

Lead

Validate Content

Strategy Opportunity &

take brief from client

Content

Understanding

Client

Check In

Content

Solution

Client

Check In

Content

Execution

Client

Check In

Content

Workshop

Content Creation

Original Content

Production

Partnership Production

Creative /

Ideation

AV Content

Digital ‘Always-On’ Content

Experiential

Web Platform Production

Advertising Production

TV / Print / Digital / Radio

Product Placement

Sport / Music / Festival /

Event Sponsorship

Content CreationOur Services

We are no longer a collective of

single discipline experts sitting in

siloed work streams, but a growing

team of world-class creators, writers,

producers and coders with multi-

disciplinary backgrounds,

collaborating and innovating in

everything we do.

From the initial idea comes the

execution. This could be original

content we produce ourselves or

content we produce alongside

thousands of partner companies

from publishers to tech companies,

multi-channel networks to global

broadcasters.

We are multi-platform creators,

producing great content and taking it

to where our audience is.

Content CreationAcross all Platforms

Content Creation

Video

SocialPlatforms

Websites

Mobile

Radio

Events/Experiential

Print

Digital

We are multi-platform creators,

producing great content and taking it

to where our audience is.

Content CreationAcross all Platforms

Content Creation

Target Audience

One size does not fit all; different

platforms have different usage

purposes by different audiences.

We understand and take this into

account when creating content.

So, when creating content we need to

appreciate the context in which it’s

being served; for example a YouTube

Skippable Pre-Roll needs to grab

attention early and hold that attention

by eliciting a strong emotional

reaction.

MBA’s ‘ingredients’ for an Inspire video

With an inherent understanding of the nuances of each platform

Attraction

Emotion

Impact

Retention

First 8 seconds: Do they hold

attention?

Does it consistently engage the

audience?

Are we making an emotional

connection?

Does it ends with a bang ? Leads

to more sharing

01The Creative ProcessCreativity needs a process.

It doesn’t just happen.

Creative ideas aren’t

formed from nothing.

Stage 1 sees an

interrogation of our

insights and strategy.

Here we adopt ‘system

thinking’ with an open

mind on platforms and

means of delivery.

Great ideas should be easy to understand. We mustn’t expect a client to have to plough through a PowerPoint deck to find a nugget at the end. We are storytellers using scripts, images and storyboards to explain and excite.

The concept is the

campaign idea – not

straight to execution.

Always underpinned by

the 3 ‘i’s framework

this is the creative

territory we develop

well before a script or

storyboard.

5 steps in and only now do we define the means of production. The choice between original content creation and a partnership is determined by many factors: objectives, audience, distribution and budgets, or specifics such as access to talent. At this stage we scope and plan.

A broad concept leads

to a specific idea (or

series of ideas). Our

ideas aren’t one off

stunts; they are part of

a system. And they are

not complete unless

they inspire, inform and

involve.

KPIs must inform the strategy, just as KPIs must inform the ideas we implement. This is our check-in stage. A reminder of what success looks like and the assurance that our ideas will be effective as well as brilliantly creative.

1. Insight

and strategy

2. The

Concept

3. The

executional

idea

4. Telling

the story

5. The

means of

production

6. Definition

of success

Creative Process

6 Steps

Insights and

Strategy

The Executional

IdeaThe Means of

Production

The Concept Definition of

Success

Client

Check In

Telling the

Story

The 6 Steps for Creating Content

Client

Check In

Client

Check In

The ideal ideation workflow stays close to the client, ensuring

buy-in happens at crucial stages throughout the creative

process. Projects with tight turnarounds or limited budgets may

not allow us to maintain this level for client interaction, but

three client check-ins must remain our goal wherever possible.

02Original Content

Production

Original Content Production

Original ContentCreation

AV Production

Digital Always-on Content

Events / Experiential

Web Platform

Production


‘Inspire’ Social Video

YouTube Creators’ video content

Crowd sourced video content

Ad Funded Programming

Content for social

/ SEO

Editorial

Infographics

Bespoke experiences

Trade shows

Stunts

Websites

Apps

Mobile sites

YouTube Channels

TV ads /

Sponsorship Idents

Digital advertising

Print / Outdoor / Radio

Audio Visual. Two simple words that encapsulate so much of what we do.

We don’t tackle AV content from a traditional media agency’s perspective - the ‘honest broker’. We are creators: able to deliver projects from end to end.

AV provides an unrivalled opportunity to tell incredible stories – sometimes when a film is itself the main product, sometimes when it provides supporting narrative to another content activity.

The type of work we produce includes the production of:

• ‘Inspire’ Social Video

• YouTube Creators’ video content

• Crowd sourced video content

• Ad Funded Programming

Read the Audi case study here:

http://mediacombeyondadvertising.com/work/claire-danes-on-a-full-tank/

Audi - Claire Danes on a full tank

AV Content

http://mediacombeyondadvertising.com/work/claire-danes-on-a-full-tank/

Properly integrated digital content maximizes the impact of offline activity and events.

What we create in this real time environment - a space controlled by the audience - is incredibly important. How we behave however is even more fundamental to success: our teams are true ‘natives’, instinctively acting as the editorial arm of the brand, not only mitigating risk but driving success.

‘Always-on’ content comprises much of our inform and involve activity for social platforms and SEO link-building. It includes community management, and the production of infographics, quizzes, editorial and more.

Read the FIFA case study here:

http://mediacombeyondadvertising.com/work/fifa-world-cup-trophy-tour-coca-cola/

FIFIA World Cup Trophy Tour Community Management 2013 -

2014

Digital ‘Always-on’ Content

http://mediacombeyondadvertising.com/work/fifa-world-cup-trophy-tour-coca-cola/

Experiential activity is any form of marketing that exists in the real world - where people meet people.

It can be anything from setting up a promotional stand for consumers to trial your new product or service through to participation in a multi-artist global cultural event like Live 8. Brands have tremendous potential to create and contribute to experiences in culture.

Large or small, experiential activity also has, when done well, unparalleled power to delivering word of mouth and free PR - even when starting from a small budget. Quality of idea and delivery are everything.

Read the Bose case study here:

http://mediacombeyondadvertising.com/blog/ella-eyre-wows-select-crowd-bose-urban-conductor-launch/

Bose Urban Conductor, Ely’s Yard, London, Oct 2014

Experiential

http://mediacombeyondadvertising.com/blog/ella-eyre-wows-select-crowd-bose-urban-conductor-launch/

Placing content at the right place and the right time for consumers to discover it is where our heritage lies.

But often the right places don’t yet exist.

Websites, apps, mobile sites, social channels: we don’t just create content and set it free, we build bespoke destinations for our audiences to engage and consume.

We are multi-platform. After years of ferocious growth in the penetration of smart devices across leading markets, we are witnessing sustained impact on audiences behaviour. If we don’t talk to consumers in the spaces they’re in, we’ll be missing out on a major conversation channel that competitors may be taking advantage of.

Shell Let’s Go – Mulit-platform YouTube Channel

Web Platform Production

For most clients we go beyond

advertising. For some there is still the

need for us to deliver messaging

within more traditional

communications channels.

Yet often the differentiation between

advertising and content blurs. What

may have previously been considered

‘traditional’ advertising space offers

unique opportunities for newer

content ideas. From rich interactive

digital experiences accessible via a

rollover, to live broadcasts in TV ad

breaks, our ideas are not confined by

a simple perception of what is or isn’t

content.

Read the Sky Broadband case study here:

http://mediacombeyondadvertising.com/work/sky-

broadband/

Sky Geo-Targeted Mobile Banners


http://mediacombeyondadvertising.com/work/sky-broadband/

03Partnership ProductionFriends in high places: using the power of

partner companies to create trusted

communications.

PartnershipProduction

Commercial Partnerships

TV / Print / Digital / Radio Partnerships

Product Placement

Sport / Music / Festival /

Event Sponsorship

These are bespoke collaborations that leverage the equity of a media property to deliver useful and engaging content in a smart, relevant context. They allow brands to “borrow” the power of a trusted media partner, providing unique access to reputable and relevant outlets.

Being an early entrant in this field, MediaCom has world-class expertise in dealing with the most prestigious media players in the market. We also have over seven years of global learnings in effective creation and management of these partnerships for our clients.

We are continually developing relationships and opportunities with media owners, established and new –we view many of them as an extended part of any project team.

Read the Volkswagen case study here:


Volkswagen Beetle Shark Cage

Partnerships in TV / Print / Digital / Radio


For generations, entertainment has created powerful desire for products in audiences. ‘Top Gun’ sold more pairs of Ray Ban’s than advertising alone ever could.

Product placement puts a brand at the heart of the very piece of entertainment that an audience wants to consume - films, TV shows or recorded music - reaching a mass audience in an integrated way.

We have active relationships at the top level of film, broadcast and music industries through not only our own specialists but MediaCom’s powerful entertainment network. We have the ability to leverage our existing relationships allowing us to be involved at the very early stage of production, working with producers and writers on seamlessly integrated,

intelligent solutions.

Read the Hasbro Nerf Blaster case study here:

http://mediacombeyondadvertising.com/work/hasbro-nerf-blasters/

Hasbro Nerf Blasters in Stromberg

Product Placement

http://mediacombeyondadvertising.com/work/hasbro-nerf-blasters/

Sponsorship can drive consideration, raise purchase intent, win store space, shift brand perception and motivate a work force. It provides the means to reach people through a medium that they are passionate about and engaged in voluntarily.

For us sponsorship is more than just a badging exercise. Sponsorship is an opportunity to turn an existing entity, be it a property or event, into a partnership. As such, our team delivers innovative sponsorship activation, helping to drive even greater impact and engagement.

Read the Skoda Cycling case study here:

http://mediacombeyondadvertising.com/work/skoda/

Skoda – Sponsorship of UK Cycling

Sport / Music / Festival / Event Sponsorship

http://mediacombeyondadvertising.com/work/skoda/

Content Distribution

At MediaCom our DNA is in delivering

the right message to the right

audience at meaningful scale.

Historically this has been via paid

media and in the Content marketing

world this is no different.

However, Content Marketing is a

liquid discipline that flows through all

types of channels and therefore a

tailored organic distribution approach

is needed alongside specific paid

boosters to drive earned exposure.

A Great Idea Deserves a Great Audience

The Three I’s Framework allows us to categorise content for distribution across Paid, Owned and Earned

Story telling

Differentiating

High reach

User ‘grazing” time

Informative

Evergreen

Product visits

Active Search

Engaging

High Frequency

Consistent

User ‘grazing” time

What is it?

What consumer

mind-set?

Where should it live?

Distribution

Social Content Repository

Optimise, Influence, Boost

Website, YouTube Channel

Optimise

Social Content Repository

Optimise, Influence, Boost

Broad strategic target Category ActiveActive ‘campaign involved’Who is the audience?

INFORMINVOLVEINSPIRE

Content must be put to work across Paid, Owned and Earned

Owned Media

Paid Media Earned Media

Website

Mobile Site

Blog

Social Media Channels

Influencers

Reviews

Digital PR

Pay Per Click

Display Ads

Retargeting

Paid Social Media

Programmatic

SEO & Branded Content

drive earned media and

traffic Gain more exposure to web

properties with paid

promotion

‘Shared’ media – likes, shares etc.

Our Content Distribution Framework acknowledges the role of Paid, Owned and Earned

INTERUPTION

CONTENT DISTRIBUTION FRAMEWORK

DISCOVERY IN FEEDINFLUENCE

Influencer

Outreach: Amplified

Connections

OPTIMISE

Home

Content (video)

Recommended

Syndicated

Mobile

Social ‘newsfeed’

Publisher ‘native’

Skippable Pre-Roll

Incentivised

OWNED EARNED PAID

InfluenceOptimise Boost

MBA’s Content Distribution Pillars

Optimise

Owned media channels are a distribution point we control. We can are able to architect the content messaging, and overall user experience.

We optimize owned channels to be more effective in attracting users, and retaining them once they arrive.

Optimizing content across a brands owned channels will help increase organic discoverability, particularly search engine result page.

• Search Engine Optimisation

• Search Visibility Monitoring

• Keyword Discovery and Definition

• Content GAP Analysis & Strategy

• Site Migration & Setup

• Local Optimisation

Blog, Social & Website Optimization

Research shows that 57% of mobile

users will abandon a website if it

takes more than 3 seconds to load

and 30% will abandon a purchase

transaction if the shopping cart is not

optimized to mobile .

As mobile increasingly becomes the

first screen, it´s absolutely critical

that

Services:

• Mobile Audits

• Mobile Site Setup & Optimisation

• Mobile App Optimisation

Mobile Optimization

The worlds second largest search

engine is YouTube, so it´s absolutely

vital that brands optimize their video

content to improve discoverability. But

it´s a crowded place, more than 100

hours of video are uploaded to the site

every minute.

There are dozens of signals that

Google take into account when

organically promoting a video across

YouTube, we work through this signals

to give a brands video the best

environment to flourish :

• YouTube Optimisation

• Transcreation

• Video GAP Analysis

• YT Channel Setup

Video Optimization

YouTube

Influence

Getting other people to talk about

your content can significantly

increase your distribution reach –

and give you more credibility.

Third-party content validation can be

anything from a tweet from a popular

influencer, a video produced by a

YouTube Channel Star, or full

editorial coverage on a large scale

publisher such as Buzzfeed.

Platforms like Instagram and

YouTube have led to the rise of a new

generation of influencers that have

amassed huge followings on niche

subject matters such as fashion,

beauty, and food.

Organic Influencer Reach

“Influence = Audience Reach (# of

followers) x Brand Affinity (expertise

and credibility) x Strength of

Relationship with Followers”

Our Influencer Outreach product is called Amplified Connections

What is it? How does it work? What can it do for clients?

The Digital Influence Score rates an influencer on a scale

of 1-100 on three pillars – Search, Social and Content.

The system rates influencers across the digital

ecosystem, be it Pinterest, Instagram or Vine– it’s not

just about blogs.

The Digital Influence Score can help clients:

Identify the top digital influencers in each market

Categorise the influencers based on content verticals

Help identify the right channels (blog, twitter etc.) to

amplify the brand message

MediaCom’s connected system planning tool to identify

the right influencers to amplify your message to the right

audience.

Identifying the right InfluencerDigital Influence Score ™

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We look at how effective Influencers

are across Search, Social and Content

40% 30% 30%

SEARCH SOCIAL CONTENT

Domain Authority

Page Authority

Organic Search Visibility

No of Links per Post

Trust Flow

Citation Flow

Geo & Demographic Data

Klout Score

No. of Active Social

Channels

Facebook (Likes & Shares)

Instagram (Likes &

Comments)

Pinterest (Pins & Repins)

Twitter (Tweets &

Followers)

YouTube (No. of Views &

Subscribers)

Sentiment Analysis

Content Relevancy Score

Rich Media Presence

Content Frequency

No. of Blog Comments

Social Media Shares

Content Recency

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We all know the examples of the

content that has millions of views

and huge engagement; however

these are usually the exception and

not the rule.

In a world where 100 hours of video

are uploaded to YouTube every

minute and Facebook is officially a

zero organic reach platform for

brands we have to use targeted paid

media to boost our content to ensure

it has the eyeballs it deserves.

Content Distribution –Booster

Content that is surfaced on

publisher websites; either

through discovery tech

platforms such as Taboola &

Outbrain or through Content

Syndication companies such

as BeOn or Unruly

Content that appears in the

same feed as organic

content, whether this be on

a Facebook feed or on

Buzzfeed. Content that

appears In-Feed is often

coined as ´Sponsored', or

´Promoted´

Sometimes the best way to

deliver branded content is

to serve it up through,

skippable, formats such as

YouTube TrueView or more

Incentivised formats

Three Ways To ‘Boost’ Content

Discovery In Feed Interruption

Content discovery is a process that

helps you explore new topics or

information without you having to

search for them. Algorithms are now

being created that use artificial

intelligence to go out and find that

content for you. It’s personalized to

your interests and based on what

you’d like to see in the moment. The

word ‘discovery’ now truly holds its

meaning, with platforms like

Facebook, Yahoo and Flipora

pioneering the latest content

discovery software.

Discovery: Recommended Content

Content Syndication exits either

Digitally or in the TV space.

In the Digital space we work with

video syndication partners to deliver

content to high affinity websites,

blogs and forums – usually on a Cost

Per View basis with both the platform

owner and the audience having to

‘opt into’ the content.

On TV we work to syndicate brand

produced programming to

broadcaster networks; for example

Driven To Extremes from Shell

Discovery: Content Syndication

We use Paid Social to amplify stories

from brands owned channels.

We focus on amplifying content that

tells stories, shares a brands

expertise but resists the urge to sell

straight away.

We select audiences to target (and

retarget) based on Content Typology

and objective and generally optamise

to the most efficient cost per view

combined with best view through

rate.

In-Feed: Social Networks

The best in-feed sponsored content

tells a story, and fulfills the human

need for a compelling narrative.

This type of content integration is

also known across the industry right

now as ´native advertising.´

The story is designed to fit into the

look and feel of the feed it is being

served up in.

In-FeedPublisher

While creating ways to have

consumers opt into our content is

always preferable, and eminently

achievable with very strong content,

there often needs to be a pragmatic

approach to delivering scale cost

effectively.

Skippable Pre-Roll, be it on YouTube

or before other content, is often this

solution – a distribution layer that

delivers content to a critical mass; to

kick start the spread of earned

media.

Interruption: SkippablePre Roll

Although historically considered one

of the ‘dark arts’ of content

distribution, using Incentivized

formats (i.e. where the user has to

watch an advert to receive a reward

or further information) is a perfectly

acceptable form of distribution in its

own right.

Incentivised Distribution is usually

the most cost effective way to get a

Content message out; but often

comes expense of true engagement

or follow on actions.

Interruption: Incentivised


Contact

James Morris

MediaCom

Global Head of MediaCom Beyond Advertising

[email protected]

DID: +44(0)20 7158 4991

MOB: +44(0)74 3270 9474

mailto:[email protected]

MBA Content Product 19.12.14.compressed

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