Neil perkin phare presentatie

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Neil perkin phare presentatie

  1. 1. PHARE  2013 CURATION,  CULTURE,  AGILITY neilperkin.typepad.com @neilperkinh"p://www.flickr.com/photos/83346641@N00/3562071888/maandag 4 maart 13
  2. 2. Neil Perkin @neilperkinmaandag 4 maart 13
  3. 3. maandag 4 maart 13
  4. 4. THE  GROWTH  IN  CONTENT  MARKETING  90%  of  respondents  believe  that  content   marke4ng  will  become  more  important  over   the  next  12  months  73%  of  digital  marketers  agree  that   ‘brands  are  becoming  publishers’. 64%  agree  that  content  marke4ng  ‘is   becoming  its  own  discipline’.hKp://econsultancy.com/uk/reports/content-­‐markeQng-­‐survey-­‐reportmaandag 4 maart 13
  5. 5. hKp://econsultancy.com/uk/reports/content-­‐markeQng-­‐survey-­‐reportmaandag 4 maart 13
  6. 6. LACK  OF  A  STRATEGY Only  38%  of  companies  have  a  defined  content  marke4ng   strategy  in  place.  hKp://econsultancy.com/uk/reports/content-­‐markeQng-­‐survey-­‐reportmaandag 4 maart 13
  7. 7. LACK  OF  A  STRATEGY Only  38%  of  companies  have  a  defined  content  marke4ng   strategy  in  place.   LACK  OF  RESOURCE  &  SKILLS Only  34%  have  dedicated   budgets,  46%  dedicated   individualshKp://econsultancy.com/uk/reports/content-­‐markeQng-­‐survey-­‐reportmaandag 4 maart 13
  8. 8. LACK  OF  A  STRATEGY Only  38%  of  companies  have  a  defined  content  marke4ng   strategy  in  place.   LACK  OF  RESOURCE  &  SKILLS Only  34%  have  dedicated   budgets,  46%  dedicated   individuals COMPLIANCE  &  RESPONSIVENESS Organisa4onal  structures,  silos,  legacy  processes,  communica4on  flow  hKp://econsultancy.com/uk/reports/content-­‐markeQng-­‐survey-­‐reportmaandag 4 maart 13
  9. 9. LACK  OF  A  STRATEGY Only  38%  of  companies  have  a  defined  content  marke4ng   strategy  in  place.   ”…brands  arent  set  up  to  be  publishers.  They   dont  necessarily  understand  the  editorial   process  or  have  the  stomach  for  the  length  of   Qme  it  takes  to  build  an  audience” Josh  Sternbergmaandag 4 maart 13
  10. 10. Messaging Polished  blockbuster  vs Like vs  Fast,  snackable  vs    Amplifica4on Loveh"p://www.nickburcher.com/maandag 4 maart 13
  11. 11. ADVERTISING Paid  search,  display,  affiliate   Paid AtomisaQon  of  content   Paid  placements into  ads DIGITAL   PROPERTIES PARTNER   Websites,  CRM,   NETWORKS microsites, Social  presence Owned Earned Word  of  mouth,  Digital   PR,    Influencer   outreach AtomisaQon  of  conversaQon   through  APIs  and  social  widgets  hKp://www.smarQnsights.com/digital-­‐markeQng-­‐strategy/customer-­‐acquisiQon-­‐strategy/new-­‐media-­‐opQons/maandag 4 maart 13
  12. 12. Google  Panda  update Discoverability:  quality,  originality,  shareability  of  content  maandag 4 maart 13
  13. 13. Shi_  to  always  on,  and  sharp  spikes  of  aKenQon The  average  half  life  of  1,000  popular  bitly  links  was  3  hoursmaandag 4 maart 13
  14. 14. Struggling  to  get  his  2-­‐year-­‐old  daughter  to   sleep,  Mansbach  let  off  some  steam  in  the   form  of  a  status  update:  "Look  out  for  my   forthcoming  children’s  book,  ‘Go  the  —  to   Sleep.  maandag 4 maart 13
  15. 15. Hit  Number  1  on  the  Amazon  best  seller  list  one  month  before   release  –  due  largely  to  a  pirated  PDF  version  maandag 4 maart 13
  16. 16. GAFAhKp://www.economist.com/news/21567361-­‐google-­‐apple-­‐facebook-­‐and-­‐amazon-­‐are-­‐each-­‐others-­‐throats-­‐all-­‐sorts-­‐ways-­‐another-­‐gamemaandag 4 maart 13
  17. 17. GAFA  &  The  VerQcal  Stack Messaging Context  (loca4on,  social,   iden4ty,  adver4sing,   recommenda4on) Payment  ecosystems Access  (apps  &   browsers) Content  (Plaorms,  Streaming,   Cloud) Opera4ng  System HardwarehKp://www.flickr.com/photos/darwinbell/maandag 4 maart 13
  18. 18. Messaging FaceQme,  Hangouts,  Chat,  FB  Messenger,  Skype  integraQon Context  (locaGon,  social,   idenGty,  adverGsing,   LocaQon,  Social  graph,  idenQty,  personalisaQon  &   recommendaGon) recommendaQon,  adverQsing Checkout,  Wallet,  iTunes,  NFC,  Amazon  payments,  Facebook   Payment  ecosystems Credits   Access  (apps  &  browsers) Chrome,  Silk,  Safari,  Facebook,  Apple  Android  app   ecosystems Content  (PlaLorms,   Streaming,  Cloud) AWS,  iTunes  &  iCloud,  Facebook  content  streaming,  storage,   Google  TV,  YouTube,  Music OperaGng  System Apple  IoS,  Android,  Facebook  as  social  OS Hardware Chromebook,  Motorola,  Apple  devices,  Kindlemaandag 4 maart 13
  19. 19. Google  Search  Plus  Your  Worldmaandag 4 maart 13
  20. 20. Distributed  and  DesQnaQon  thinking You  have  to  be  on  our  property  for  us  to  mone4se We  can  mone4se  anywheremaandag 4 maart 13
  21. 21. maandag 4 maart 13
  22. 22. Algorithmic Social Professional THE  3  PILLARS  OF  CONTENT  CURATIONmaandag 4 maart 13
  23. 23. The  new  content  curators:  professional 3  posts,  50  tweets  a  day 1,000,000+  Uus 200,000  newsleber  subscribers 270,000  followershKp://www.nyQmes.com/2012/12/02/fashion/maria-­‐popova-­‐has-­‐some-­‐big-­‐ideas.htmlmaandag 4 maart 13
  24. 24. The  new  content  curators:  socialmaandag 4 maart 13
  25. 25. The  new  content  curators:  alogorithmic More  than  30  Fortune  500   companies  use  Percolate,  including  maandag 4 maart 13
  26. 26. The  new  content  curators:  algorithmicmaandag 4 maart 13
  27. 27. Professional  +  Algorithmic  +  Social  CuraQonmaandag 4 maart 13
  28. 28. Content  Hubs AmEx’s  OpenForum  took  four  years  to  get  1  million  people  aboard,  and  now   gets  over  150,000  unique  visitors  per  monthmaandag 4 maart 13
  29. 29. ‘Stock  and  Flow’“Stock  is  the  durable  stuff.  It’s  the  content  you  produce  that’s  as  interesQng  in  two   months  (or  two  years)  as  it  is  today.  It’s  what  people  discover  via  search.  It’s  what   spreads  slowly  but  surely,  building  fans  over  Qme.” “Flow  is  the  feed.  It’s  the  posts  and  the  tweets.  It’s  the  stream  of  daily  and   sub-­‐daily  updates  that  remind  people  that  you  exist.”hKp://snarkmarket.com/2010/4890maandag 4 maart 13
  30. 30. Bonfires  and  Fireworksmaandag 4 maart 13
  31. 31. CreaQve  Culture… Crea4ve  process  involving  a  large  number  of  people Ohen  from  different  disciplines Marshalled  around  a  vision Working  as  a  team “The  noQon  of  ideas  as  this  singular  thing  is  a  fundamental  flaw.  There  are  so  many  ideas  that  what  you  need   is  that  group  behaving  creaQvely.  And  the  person  with  the  vision  I  think  is  unique,  there  are  very  few  people   who  have  that  vision..  but  if  they  are  not  drawing  the  best  out  of  people  then  they  will  fail.”   Ed  Catmull,  President  of  Pixarmaandag 4 maart 13
  32. 32. Engineering  Culture… •  Resourcing  for  projects  is  purely  voluntary •  Project  leaders  pitch  developers  to  generate  interest •  Engineers  decide  which  projects  sound  interes4ng  to  work  onmaandag 4 maart 13
  33. 33. Amazon •  A  way  of  remaining  agile  as  the  company  scales •  Large  number  of  small,  mul4disciplinary  teams,  8-­‐10  people   •  Each  responsible  for  a  focused  area  of  service •  Customer-­‐centric,  focused  improvement,  speed  of  innova4on    maandag 4 maart 13
  34. 34. maandag 4 maart 13
  35. 35. Growth  Hacking Process  for  acquiring   and  retaining  users  that   combines  tradiQonal   markeQng  and  analyQcal   skills  with  those  more   akin  to  product   developmentmaandag 4 maart 13
  36. 36. maandag 4 maart 13
  37. 37. 70%  of  the  content  should  be  low  risk,  bread  and  buKer   markeQng 20%  should  innovate  off  what  works 10%  should  be  high  risk  ideas  that  will  be  tomorrows  70%  or  20%maandag 4 maart 13
  38. 38.  Goal  for  live  stream  viewership  was  set  at  300,000.  By  the  end  of  the   game,  it  had  captured  over  9m  views,  with  over  600,000  concurrent   users  People  engaged  with  the  live  stream  for  an  average  of  28  minutes  66,000  menQons  on  TwiKer,  brand  buzz  up  +2067%  compared  to  last   year’s  game  maandag 4 maart 13
  39. 39. Customer  experience  rather  than  individual  channels Content  calendars,  not  just  campaigns Distributed  and  desQnaQon Nimble,  agile  supporQng  structures  and  culture Test  and  learnmaandag 4 maart 13
  40. 40. Thank  you! neilperkin.typepad.com @neilperkinmaandag 4 maart 13
  41. 41. Ghent Web Valley & Bloovi presents c o n f e r e n c e 2013 Speaker @Phare Conference 2013maandag 4 maart 13

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