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eDay2011 - Richard Sambrook - Edelman

by Emerce on Sep 15, 2011

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Content continues the conversation, engages consumers, earns attention.Published content means Portals, entertainment, news/info, lifestyle, company websitesSocial means Facebook,. Twitter, etc
Published articles, videos, photos. DOES NOT inlcude home movies or partypicsDoesnot include messages about content – only those that share it.
First, there's information and, increasingly, people overload. According to Google Chairman Eric Schmidt, every two days we create as much information as we did from the dawn of civilization up until 2003. Naturally much of it is digital and social in nature, according to Schmidt. The explosion of information has been a blessing for our business. We have more places than ever where we can tell ours client stories. Some of these are new in that we control that content completely. However, it's also been a curse because, all the while…
Attention remains finite.According to studies, the average user spends under 20 seconds on a web page and they only read 20% of that page. What's more 57% will never return. So even though content proliferates, our time and attention continue to remain finite. This means that it's going to be harder to land on people's screens in the three-to-five time mix that we know from our data is optimal for trust and behavior change. Tablets and smartphones don't make this easier. They make it harder since the experiences tend to be more immersive and the consumer is also more mission oriented.
On a more optimistic note, if there's one constant in a world of change it's this: as a society we continue to love stories. However, technology is constantly changing the art and science of storytelling. Hollywood knows this. They are creating experiences that follow the consumer across screens and formats to ensure they remain engaged. Many of these are social. The news media too, meanwhile, has embraced innovation and a multi-platform and a search-driven mentality to ensure their content has a longer shelf life on Google. Stories aren't going away. What's more they help us connect and break through the clutter. But we too need to evolve how we tell stories and create the means for them to be retold by others.
Thisbrings us to our strategy – transmedia storytelling. It’s a phrase that Hollywood has embraced. And we should, to.Now to be sure, transmedia storytelling isn't a new way of doing business. Rather, it's taking what already do well and simply doing more of it in an integrated, more strategic fashion. In a few moments I am going to call up some of my colleagues to show how it’s already being done. Then we’re going to turn it over to you to do the same.
Multi purpose, multi-platform from the core of a single galvanising idea – delivering cost effective, multi channel, reinforced message
So what does Transmedia Storytelling look like? In short it means synchronizing where, how – and this is key – when we tell stories across four different kinds of media to create the maximum reverberation effect required to break through the noise. The four spheres of media include: the Traditional Media (our bread and butter); Tradigital Media - a new group of up-starts that have a social/digital DNA, are entrepreneurial, disruptive, yet are media companies; Owned media - companies and brands who leverage content, sometimes they are not our client’s sites but partners or third parties; and Social Media - digital embassies inside some of the world's largest communities. Transmedia storytelling leverages each of these spheres at the right time and place to generate maximum awareness. Sometimes this means we go in the front door (traditional media) and guide the story into other spheres. But increasingly, however, we can be risk-takers and more efficiently start the narrative in one of the other spheres by going in the side or the back door. I will now call upon my colleagues to explain how they have utilized transmedia storytelling across the Cloverleaf in our client work. Let's start with Cheryl Cook. Traditional media is typically our front door, but as you will see, there a lots of ways to innovate even in tried and true practices.
The most revealing data from the study, which the company provided to us and which may appear on its site soon, is that having a video is one of the best ways of showing up in the top results at Google.The chart below shows up videos are by far the most found results in Google, with image content a distant second:What Wins In Google Universal Search? Videos, Images & Google!Jul 28, 2011 at 2:16pm ET by Barry SchwartzinShare245 Searchmetrics has conducted a data analysis on what type of content appears most often in Google Universal Search results, as well as which sites are most visible in them. Video and image content wins, as does content hosted on Google’s own properties.Universal Search Loves Video, ImagesThe most revealing data from the study, which the company provided to us and which may appear on its site soon, is that having a video is one of the best ways of showing up in the top results at Google.The chart below shows up videos are by far the most found results in Google, with image content a distant second:After video and image content are map results, news, books, shopping, images and then blogs.The key point here, if you want to be seen in Google Universal Search, do video!

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Martijn Cornelissen , Interrnet division manager at Orange Studios 8 months ago
Mark van Rossem , Online strategy and innovation at Heineken Tags eday11 8 months ago

eDay2011 - Richard Sambrook - Edelman — Presentation Transcript

“When every Company is a Media Company...”
Richard Sambrook
Chief Content Officer
People spend time online with Content
2
Source: Nielsen/Aol survey 2010
Content is Social
23% of social media messages include links to content
27,000,000pieces of content are shared per day
Messages about a specific industry are twice as likely to contain links to content
More than half of those include a product or brand name mention
3
Source: Nielsen/aol survey 2010
Content is Infinite
Attention Remains Finite
Stories are More Important Than Ever
TransmediaStorytelling
Across all forms of media- a 360 degree expression of a great idea
TEXT
VIDEO
Video
Text
TV
Radio
RADIO
TV
CONTENT
Print
On-line
WEB
PRINT
Mobile
Audio
MOBILE
AUDIO
8
Transmedia Storytelling Spans The Media Cloverleaf
HYBRID
TRADITIONAL
SOCIAL
OWNED
Search loves visual content
10
Editorialising Brands
Transparency – drives Trust
Publisher mindset – drives value
Proactive updating – drives engagement
Findable and sharable – drives traffic
Every Company is a media company

eDay2011 - Richard Sambrook - Edelman

by Emerce on Sep 15, 2011

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eDay2011 - Richard Sambrook - Edelman — Presentation Transcript