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Neil Perkin Only Dead Fish @ Mediacom Engage 25 4-13

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Content Strategy

Content Strategy

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  • 1. MEDIACOM ENGAGE 2013http://www.flickr.com/photos/83346641@N00/3562071888/neilperkin.typepad.com@neilperkinCONTENT, CURATION, AGILITY
  • 2. 90% of respondents believe thatcontent marketing will become moreimportant over the next 12 months73% of digital marketers agree that‘brands are becoming publishers’.64% agree that content marketing ‘isbecoming its own discipline’.THE GROWTH IN CONTENT MARKETINGhttp://econsultancy.com/uk/reports/content-marketing-survey-report
  • 3. http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 4. LACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 5. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 6. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flowLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 7. LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individualsCOMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flowLACK OF A STRATEGYOnly 38% of companies have a defined contentmarketing strategy in place.http://econsultancy.com/uk/reports/content-marketing-survey-report”…brands arent set up to be publishers. They dont necessarily understand the editorialprocess or have the stomach for the length of time it takes to build an audience”Josh Sternberg
  • 8. LikevsLovePolished blockbustervsFast, snackableMessagingvsAmplificationhttp://www.nickburcher.com/
  • 9. PaidOwned EarnedADVERTISINGPaid search, display, affiliateDIGITALPROPERTIESWebsites, CRM, microsites,Social presencePARTNERNETWORKSWord ofmouth, DigitalPR, InfluenceroutreachPaid placementsAtomisation ofcontent into adsAtomisation of conversationthrough APIs and socialwidgetshttp://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  • 10. Google Panda updateDiscoverability: quality, originality, shareability of content
  • 11. The average half life of 1,000 popular bitly links was 3 hoursShift to always on, and sharp spikes of attention
  • 12. Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of astatus update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.
  • 13. Hit Number 1 on the Amazon best seller list one month beforerelease – due largely to a pirated PDF version
  • 14. http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-gameGAFA
  • 15. http://www.flickr.com/photos/darwinbell/GAFA & The Vertical StackHardwareContext(location, social, identity,advertising, recommendation)MessagingOperating SystemContent(Platforms, Streaming, Cloud)Access (apps &browsers)Paymentecosystems
  • 16. HardwareMessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps & browsers)Payment ecosystemsFacetime, Hangouts, Chat, FB Messenger, SkypeintegrationContext(location, social, identity, advertising, recommendation)Location, Social graph, identity, personalisation &recommendation, advertisingCheckout, Wallet, iTunes, NFC, Amazonpayments, Facebook CreditsChrome, Silk, Safari, Facebook, Apple Android appecosystemsAWS, iTunes & iCloud, Facebook contentstreaming, storage, Google TV, YouTube, MusicApple IoS, Android, Facebook as social OSChromebook, Motorola, Apple devices, Kindle
  • 17. Google Search Plus Your World
  • 18. Distributed and Destination thinkingYou have to be on our property for us to monetiseWe can monetise anywhere
  • 19. AlgorithmicProfessionalSocialTHE 3 PILLARS OF CONTENT CURATION
  • 20. The new content curators: professionalhttp://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html3 posts, 50 tweets a day1,000,000+ Uus200,000 newsletter subscribers270,000 followers
  • 21. The new content curators: social
  • 22. The new content curators: alogorithmicMore than 30 Fortune 500 companies use Percolate, including AmericanExpress, Mastercard, GE and Diagio, paying $10K a month
  • 23. The new content curators: algorithmic
  • 24. Professional + Algorithmic + Social Curation
  • 25. AmEx’s OpenForum took four years to get 1 million people aboard,and now gets over 150,000 unique visitors per monthContent Hubs
  • 26. “Stock is the durable stuff. It’s the content you producethat’s as interesting in two months (or two years) as it istoday. It’s what people discover via search. It’s whatspreads slowly but surely, building fans over time.”
  • 27. “Flow is the feed. It’s the posts and the tweets.It’s the stream of daily and sub-daily updates thatremind people that you exist.”
  • 28. Bonfires and Fireworks
  • 29. Planning Around Patterns – device consumption
  • 30. Planning Around Patterns - Social programming profiles60% of UK Twitter users useTwitter while watching TV
  • 31. “The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what youneed is that group behaving creatively. And the person with the vision I think is unique, there are veryfew people who have that vision.. but if they are not drawing the best out of people then they will fail.”Ed Catmull, President of PixarCreative process involving a large number of peopleOften from different disciplinesMarshalled around a visionWorking as a teamCreative Culture…
  • 32. • Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work onEngineering Culture…
  • 33. • A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people• Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovationAmazon
  • 34. Growth HackingProcess for acquiring andretaining users that combinestraditional marketing andanalytical skills with those moreakin to product development
  • 35. 70% of the content should be low risk, bread and butter marketing20% should innovate off what works10% should be high risk ideas that will be tomorrows 70% or 20%
  • 36. Goal for live stream viewership was set at 300,000. By the end of the game, it had capturedover 9m views, with over 600,000 concurrent usersPeople engaged with the live stream for an average of 28 minutes66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
  • 37. Customer experience rather than individual channelsContent calendars, not just campaignsDistributed and destinationNimble, agile supporting structures and cultureTest and learn
  • 38. neilperkin.typepad.com@neilperkinThank you!

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