Cable fax webinar final 10.11.11

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Movable Content presentation - Social Media, Content and the Cable Industry - for a Cablefax webinar.

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Cable fax webinar final 10.11.11

  1. 1.
  2. 2. 4<br />THE FOUR PILLARS OF MOVABLE<br />CONTENT<br />
  3. 3. CONTENT<br />SOCIAL MEDIA<br />DIGITAL PR<br />SEO<br />
  4. 4. ?<br />WHY FOCUS ON CONTENT <br />
  5. 5. 22%<br />social <br />networks<br />42% viewing content<br />36%<br />email, commerce, search<br />*Source: Nielson<br />
  6. 6. Becausecontent drives <br />links, sharing and word of mouth. <br />
  7. 7. Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active internet users.<br />
  8. 8. 200,000,000<br />Number of blogs<br /> 54% of bloggers post content or tweet daily<br />34% of bloggers post opinions about products & brands<br />
  9. 9. 53% <br />Social Network users follow a brand <br />32% <br />Social Network users follow a celebrity <br />*Source: Nielson<br />
  10. 10. More than 1.5 million pieces of content <br />(web links, news stories, blog posts, notes, photos, etc.)<br />are shared on Facebook…daily.<br />48% of Facebook users between 18-25 use Facebook <br />as the main source of news.<br />
  11. 11. Content is the new Marketing Spend<br />
  12. 12. And … it is only projected to grow….<br />
  13. 13. 4<br />CRITICAL COMPONENTS OF CONTENT<br />
  14. 14. 1. Content Creation & Curation<br />2. SCO/SEO<br />3. Social Content Marketing<br />4. Engagement<br />
  15. 15. Content is the hub. <br />Social is the distribution channel.<br />
  16. 16. Content Marketing is NOT about<br />Interruption Advertising<br />
  17. 17. ?<br />WHY IS SEARCH IMPORTANT<br />
  18. 18. 88% <br />Buyers conduct online research before buying a product or service<br />66% of media influencing purchase decisions comes from <br />consumer generated content. i.e. product reviews & recommendations<br />
  19. 19. If your content is not shareable or being shared, your brand is losing out on search.<br />
  20. 20. ?<br />WHY<br />DIGITAL PR<br />
  21. 21. Digital PR is about online brand relationships and link building<br /><ul><li>Establish relationships with key blogger communities in your verticals
  22. 22. Create links to like-minded influencers and avid fans
  23. 23. Target other content platforms for high-level brand campaigns
  24. 24. CRM – Customer Relationship Management</li></ul>Reach beyond your<br />own website<br />
  25. 25. measurement<br />Social analytics. <br />Content Campaigns can deliver measureable results. <br />Well designed campaigns can tell you who shared your info with whom and who are your biggest brand influencers. <br />
  26. 26. LOOKING AT THE <br />CABLE INDUSTRY<br />
  27. 27. The Cable Industry Content Dilemma:<br /><ul><li> How much do you put online?
  28. 28. Do you need an App?
  29. 29. DVR Dominance
  30. 30. Where do you point the eyeballs?</li></li></ul><li>The Other Content Dilemma:<br />The <br />Compensation<br />Factor<br />Content providers want to be compensated for producing programs and placing on emerging channels and platforms. <br />Cable operators want to make programming available on multiple channels and platforms while appeasing consumers who balk at paying more than once for the same content AND keeping viable ad revenue streams.<br />
  31. 31. Enter The Age of Social TV<br />Whatever screen works.<br />
  32. 32. “No matter what screen consumers use to watch TV content shouldn’t matter, as long as we can monetize it and measure it for ratings purposes.”<br />Stephen Andrade, Sr. VP Digital Development and General Manager<br />NBC.com<br />
  33. 33. “Extending the customer base to online is going to <br />broaden your demographic push and just bring<br />more people into the fold.”<br />David Dickman, Sr. VP Digital Media<br />Warner Bros. Digital<br />
  34. 34. ?<br />How do you make your Network into a Social Network<br />
  35. 35. According to a recent Nielsen Survey:<br />70% of tablet owners and 68% of smartphone owners report using their mobile devices while watching TV<br />
  36. 36. “Consumers are changing behavior. You need to have interactivity as part of the experience.”<br />PhillippeDauman, President and CEO<br />Viacom<br />
  37. 37. Set boxes are becoming “gateways” in the home that serve<br />Content streams to different devices. <br />
  38. 38. Consumers need tools to sort <br />through the content.<br />“The role that navigation plays today is much different than channel-up or channel-down.”<br />Robert Marcus, President and Chief Operating Officer<br />Time Warner Cable<br />
  39. 39. TIPS FOR BECOMING A SOCIAL NETWORK<br />
  40. 40. 1<br />Use Social Media for<br />fan and customer engagement<br />CRM and WOM are equally important<br />
  41. 41. 2<br />Be ready for some serious feedback<br />Case Study: Shark Week from Food Network<br />
  42. 42. Discovery Channel’s Shark Week is highly popular for the network<br />
  43. 43. Food Network featured shark recipes during Shark Week <br />The recipes triggered an online petition asking the Food Network to ban using shark meat in its recipes<br />
  44. 44.
  45. 45. Food Network responds to petition from viewers<br />
  46. 46. 3<br />Repurpose Content <br />& Create Content <br />with a Purpose <br />
  47. 47. 4<br />Multilevel experience<br /><ul><li> Competition
  48. 48. Social currency
  49. 49. Gamification
  50. 50. Award Badges</li></ul>What is the conversation you want to create?<br />
  51. 51. 5<br />Engagement<br />Push. Reward. Track.<br />Gated Promotions on a <br />Digital Platform<br />
  52. 52. Content Marketing <br />IS about Turning Campaigns into lasting Brand Communities<br />
  53. 53. FIND US ON<br />www.movablecontent.com<br />twitter.com/@MovableContent<br />linkedin.com/company/movable-content<br />facebook.com/movablecontent<br />Chris@movablecontent.com<br />

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