#ThinkContent Tour London: IBM, Philips, NewsCred
Transcript of #ThinkContent Tour London: IBM, Philips, NewsCred
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#ThinkContent @NewsCred
WELCOME TO THE NEWSCRED #THINKCONTENT TOUR
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#ThinkContent @NewsCred
Andrew Grill Global Managing Partner, IBM Social IBM
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#ThinkContent @NewsCred
CREATING EMINENCE AS A BRAND WITH THOUGHT LEADERSHIP
Andrew Grill, IBM
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The Power Within Creating Eminence as a Brand With Thought Leadership
@AndrewGrill
Global Managing Partner, IBM Social Consulting
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#SocialSerendipity
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A thought leader can refer to an individual or firm that is recognized as an authority in a specialized field and
whose expertise is sought and often rewarded.
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social.bz/ibv
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#BrandAdvocates
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The art of selling… without a sales pitch
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It’s not what you know. It’s not who you know.
It’s who knows what you know.
@jkhoey
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social.bz/bmf
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Social media is the best piece of market research you NEVER commissioned
@AndrewGrill
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social.bz/buying
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“online social networks play a vital role in the purchase process of 84% of the
most senior B2B buyers”
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social.bz/bluenotes1
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You’ve just watched a 20 minute ad for IBM
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@AndrewGrill
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#ThinkContent @NewsCred
THE CONVERGENCE OF BRANDS AND PUBLISHERS
Andy Weitz, Aon � Anna Watkins, Guardian Labs Parker Ward, CapGemini � Holly Donahue, The Economist
Moderated by: Jeremy King, CSquared
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#ThinkContent @NewsCred
BRAND TRANSFORMATION: LEVERAGING STORYTELLING TO
CONNECT WITH YOUR AUDIENCE
Eva Barrett, Philips
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Philips: innovation and you Eva Barrett Global Head of Brand Marketing Communications 29th October 2015
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in 2015? does Philips
represent What
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a year by 2025
We’re aiming to improve the lives of
three billion people
We strive to make the world healthier and more sustainable through innovation
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Commitment to meaningful
innovation
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40
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Digital Storytelling Platform
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Official healthcare partner to the New York Times online
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Demonstrating our approach the Living Lab
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Light up the
Dark
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We will
the difference show the world
we make
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#ThinkContent @NewsCred
Shafqat Islam @shafqatislam
CEO & Co-Founder
NewsCred
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#ThinkContent @NewsCred
REDEFINING THE RULES OF MARKETING
Shafqat Islam, NewsCred
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The fastest growing brands have something in common.
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50,000 brands. 10 years.
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Companies who focus on connecting with their consumers have a growth rate triple that of their competitors. 3X
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But there’s something more.
The new generation of disruptors are thinking differently.
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The status quo no longer applies.
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Your product is not what you think it is.
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If you think your product is the thing you sell, you will be disrupted.
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Your “product” is the customer experience.
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Your product is the value that you bring to the world. Knowledge, community, empowerment, inspiration.
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The world’s best brands think of their businesses as a value exchange.
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And in this value exchange, content is the new currency.
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Content is not a nice to have. It’s an imperative.
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…and it directly influences purchase decisions.
Consumers engage with 11.4 pieces of content prior to making a purchase. 11.4
85% of consumers regularly seek out trusted expert content when considering a purchase. 85%
Nielsen 2014, Forrester 2015
By a factor of 3 to 1, B2B buyers want to self-educate themselves by going to sellers’ websites to learn about offerings and make purchase decisions. 3:1
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But creating great content is hard.
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The challenge: Fragmentation – across channels, platforms, markets, people.
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The challenge: Fragmentation – across channels, platforms, markets, people. Operations – executing in a digitally-transformed world.
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The challenge: Fragmentation – across channels, platforms, markets, people. Operations – executing in a digitally-transformed world. Creation – telling the stories that matter, and doing it at scale.
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The system is broken.
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NewsCred is here to help.
We’re the most comprehensive content marketing platform.
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We give brands the technology and content they need to power the entire customer experience.
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Break the status quo. Think big and disrupt.
Lead with purpose. Inspire a new way of working. Be more creative, more agile.
Redefine the rules entirely.
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#ThinkContent @NewsCred
Alex Cheeseman Head of International Strategy NewsCred
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Head of International Strategy
Alex Cheeseman
CONTENT MARKETING
ENLIGHTENMENT
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CONTENT MARKETING
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Content marketing is a strategic marketing approach focused on creating
and distributing valuable, content to attract and retain a clearly-defined audience –
and, ultimately, to drive bus
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IT’S THE MILLENNIAL WAY
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WE HAVEN’T CHANGED
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5 Content Marketing Tips for 2015
12 Actionable Content Marketing Tips To Yield Sales
5 Tips for Successful Content Marketing
5 Tips to Creating a Successful Content-Marketing Campaign
5 Tips For An Effective Mobile Content Marketing Strategy
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IS KING
CONTENT
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BE AUTHENTIC
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AND FINALLY … GO VIRAL
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OH JESUS
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WHAT DO YOU NEED TO DO?
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DEFINITION OF MADNESS
DEFINITION OF MADNESS
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OWNERSHIP
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CONTENT IS MARKETING
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Customer Value
Content that gives systematic
instruction or provides an
enlightening experience.
EDUCATION
Content that delivers facts about
something or someone.
INFORMATION
Content that provides
amusement or enjoyment.
ENTERTAINMENT
Content that acts as a stimulus
to do or feel something.
INSPIRATION
Content that is useful or
beneficial through the
provision of function.
UTILITY
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Business Value
Content that creates awareness
of your brand.
AWARENESS
Content that drives a bottom line
action e.g. purchase.
ACTION
Content that affects the way your
audience thinks or feels about
your brand.
PERCEPTION
Content that supports positive
brand experiences and
reinforces brand affinity.
LOYALTY
Content that allows brand
loyalists to express their passion
and share with their peers.
ADVOCACY
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KEEP CALM
HAVE PATIENCE
AND
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THANK YOU!
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Our team of strategists can help your brand build a marketing growth engine.
From ongoing support and program management, to customized strategy
sessions and workshops, we’ll set your brand up for success.
WANT TO LEARN MORE?