The Rise of Content Everywhere: Enhancing the Customer Experience With Content Wherever They Are
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The Rise of Content Everywhere: Enhancing the Customer Experience With Content Wherever They Are

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At Spafax we see ourselves at the vanguard of content innovation, bringing content to the heart of business enterprise, helping to drive growth and opportunity through the customer experience.

At Spafax we see ourselves at the vanguard of content innovation, bringing content to the heart of business enterprise, helping to drive growth and opportunity through the customer experience.

As the customer experience of many client categories evolves into a myriad of touch-points, content plays its part with greater relevance and greater results.

Spafax innovates, by curation, editorial, production, design and scheduling of content, across any medium, channel or technology, wherever our clients can seed enterprise in their customers experience.

We created this mini-magazine as a curated Spafax, highlighting some of the best of our thinking and highlights of the thought-leadership featured on Sparksheet. These ideas include how to curate and create great content, engage the transumer (consumer in transit), build brands with content, design across platforms, build communities and more.

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The Rise of Content Everywhere: Enhancing the Customer Experience With Content Wherever They Are Document Transcript

  • 1. e Content curation is brand vision Content that lives on all platforms Platform agnostic content The futur ative entertainment Productions Idents Ancillary revenues Revenue generation Magazines Websitesware vision E-zines Audio Video productions Safety videos Social media management Content on theage of content and marketing Engagement equals loyal passengers Curating the customer experience Mo mer touchpoint The entertainment experience The customer experience Brand strategy The journey cycl where content Making brand connections A global creative community Giving your brand a voice Conted vision Content that lives on all platforms Platform agnostic content The future of IFE Innovative entertaiuctions Idents Ancillary revenues Revenue generation Magazines Websites Apps Hardware visiono productions Safety videos Social media management Content on the go The marriage of content and mgement equals loyal passengers Curating the customer experience Monetizing every customer touchpoint experience The customer experience Brand strategy The journey cycle The rise of everywhere contentections A global creative community Giving your brand a voice Content curation is brand vision Content torms Platform agnostic content The future of IFE Innovative entertainment Productions Idents Ancillarnue generation Magazines Websites Apps Hardware vision E-zines Audio Video productions Safeta management Content on the go The marriage of content and marketing Engagement equals loyal passeustomer experience Monetizing every customer touchpoint The entertainment experience The customer exd strategy The journey cycle The rise of everywhere content Making brand connections A global creativeg your brand a voice Content curation is brand vision Content that lives on all platforms Platform agnostice of IFE Innovative entertainment Productions Idents Ancillary revenues Revenue generation Magazin Hardware vision E-zines Audio Video productions Safety videos Social media management Contenage of content and marketing Engagement equals loyal passengers Curating the customer experience Mo mer touchpoint The entertainment experience The customer experience Brand strategy The journey cycl where content Making brand connections A global creative community Giving your brand a voice Conted vision Content that lives on all platforms Platform agnostic content The future of IFE Innovative entertaiuctions Idents Ancillary revenues Revenue generation Magazines Websites Apps Hardware visiono productions Safety videos Social media management Content on the go The marriage of content and mgement equals loyal passengers Curating the customer experience Monetizing every customer touchpoint experience The customer experience Brand strategy The journey cycle The rise of everywhere contentections A global creative community Giving your brand a voice Content curation is brand vision Content torms Platform agnostic content The future of IFE Innovative entertainment Productions Idents Ancillarnue generation Magazines Websites Apps Hardware vision E-zines Audio Video productions Safeta management Content on the go The marriage of content and marketing Engagement equals loyal passeustomer experience Monetizing every customer touchpoint The entertainment experience The customer exd strategy The journey cycle The rise of everywhere content Making brand connections A global creativeg your brand a voice Content curation is brand vision Content that lives on all platforms Platform agnostice of IFE Innovative entertainment Productions Idents Ancillary revenues Revenue generation Magazin Hardware vision E-zines Audio Video productions Safety videos Social media management Contenage of content and marketing Engagement equals loyal passengers Curating the customer experience Mo mer touchpoint The entertainment experience The customer experience Brand strategy The journey cycl where content Making brand connections A global creative community Giving your brand a voice Conted vision Content that lives on all platforms Platform agnostic content The future of IFE Innovative entertaiuctions Idents Ancillary revenues Revenue generation Magazines Websites Apps Hardware visiono productions Safety videos Social media management Content on the go The marriage of content and mgement equals loyal passengers We curate the customer experience Monetizing every customer touchpoint experience The customer experience Brand strategy The journey cycle The rise of everywhere contentections A global creative community Giving your brand a voice Content curation is brand vision Content torms Platform agnostic content The future of IFE Innovative entertainment Productions Idents Ancillarnue generation Magazines Websites Apps Hardware vision E-zines Audio Video productions Safeta management Content on the go The marriage of content and marketing Engagement equals loyal passee the customer experience Monetizing every customer touchpoint The entertainment experience The custod strategy The journey cycle The rise of everywhere content Making brand connections A global creativeg your brand a voice Content curation is brand vision Content that lives on all platforms Platform agnostice of IFE Innovative entertainment Productions Idents Ancillary revenues Revenue generation Magazin Hardware vision E-zines Audio Video productions Safety videos Social media management Contenage of content and marketing Engagement equals loyal passengers We curate the customer experience M CURATED BY mer touchpoint The entertainment experience The customer experience Brand strategy The journey cycl where content Making brand connections A global creative community Giving your brand a voice Conted vision Content that lives on all platforms Platform agnostic content The future of IFE Innovative entertaiuctions Idents Ancillary revenues Revenue generation Magazines Websites Apps Hardware visiono productions Safety videos Social media management Content on the go The marriage of content and mgement equals loyal passengers We curate the customer experience Monetizing every customer touchpoint
  • 2. Contents Letter from Our CEO 3 Creating and Curating Content 4 Engaging the Transumer Now Playing 6 Building Brands 8 Content on the Go Advertising and Corporate Messaging Designing Across Platforms 10 Branding and Identity Content Promotion Empowering Community 12 Inflight World New Platforms Talking Travel and Digital with Sir Martin Sorrell About Sparksheet 14 A Word from Sparksheet 15 Spafax CEO CFO CTO Niall McBain Simon Ogden Tony Taverner President, Executive VP, Executive VP, Content Marketing Media Inflight Entertainment, Raymond Girard Katrin Kopvillem EMEA Sue Pinfold VP, Spafax USA MD, Specialized Networks Al St. Germain & Development Ann Willis2 spafax.com
  • 3. The Rise of Everywhere ContentAt Spafax we see ourselves at the vanguard of content innovation, bringingcontent to the heart of business enterprise, helping to drive growth andopportunity through the customer experience.Our clients, from airlines and hotels to retail and pharmaceutical, areamongst the most connected brands in the world. There is an increasingneed for flexibility and diversity in managing channels alongside the liveexperience. Thanks to mobile and social media, products and services arenow available to customers to purchase or engage in across every environ-ment and mode, including those that were previously considered offline.Every smartphone-equipped customer is a potential point of sale orpoint of influence, wherever they are. Customers expect everything fromcontent. They’ll read, watch, listen, reply, share, download and play with it.And they’ll do it on the bus, at the gym, or at the mall.Today, Spafax connects the touchpoints of these environments withtargeted media solutions, addressing audiences in different modeswith entertainment, interaction and information. A social media storythat connects with the brand’s internet offer – say, a destinationpromotion – may depend on bespoke content featured in multipleLCD screen environments, including an elevator up to an officefloor 3,000 miles away!As the customer experience of many client categories evolves into amyriad of touchpoints, content plays its part with greater relevanceand greater results.Spafax innovates, by editorial curation, production, design and schedulingof content, across any medium, channel or technology, wherever our clientscan seed enterprise in their customers’ experience. Niall McBain CEO, Spafax 3
  • 4. Creating and Curating ContentWe live in a world where almost everything iscontent and it is this content that makes up thestories of our lives.Content marketing is about using words (and pictures and drawingsand sounds…) to sell stuff. Content strategy is about using words tocommunicate effectively.Inflight entertainment is, in many ways, the precursor of contentmarketing. Whether producing lineups of movies and TV shows,publishing magazines or creating music channels, the earliest andbest form of custom content was created for the traveller.Airlines as Content “ he way we use TDelivery Systems magazines and interact with themAirlines are content providers.Think of a flight as an immersive is completely differ-media experience. ent from the way we use and interact withOnce you have bought your ticket, the internet... In thiscleared security and are safely case, readers connectstrapped in to your seat, thesmall screen in front of you is through the pages ofthe dominant experience for the magazine.”the rest of your long-haul flight. – Samir Husni, “Mr. Magazine”There is no better place for content sprk.sh/husnimarketing at its most powerful andresonant than on an airplane. Butwhat’s essential is seamless integrationbetween the airline’s marketing andcommunications voice, and how ittalks to passengers on the seatback.Airlines need to step away from ops and engineering challenges (and pricing)and take a closer look at how they present, package and promote theirentertainment on board.4 spafax.com
  • 5. “ irlines need to move from the A ABasu business of only putting movies @spafax_arjun on planes into providing a rich Content doesn’t care about platform. branded content experience for It is agnostic. Just like your audience. passengers.” They don’t care. They just want to be – Anthony van Someren served conveniently.Events as ContentIn a connected world, face-to-face events havebecome more popular than ever. Even as technology hasmade it easier to connect with colleagues and peers aroundthe world, our thirst for real-world interactions remainspowerful (which isn’t bad news for the travel industry). Webelieve the conversation around these events should startwell before the convention hall doors open and continuewhen the lights go out. In fact, it should never stop.A conference is more than a conference. It’s a community. And the best wayto serve and extend that community is through content – before, during andafter the event. Read more at events.sparksheet.com Print is Not Dead With online content and digital toys aplenty, the simplicity and tangibility of print somehow seems new and exciting again, with some marketers even speaking of print as a “new” form of communication in their marketing mix. Read more at: sprk.sh/contentrevolution 5
  • 6. Engaging the Transumer Tran-sum-er (noun) 1. A consumer in transit. A consumer on the go. 2. A citizen of the world. Or at least, of airports. Or hotel rooms. Or the travel “headspace.” A Dispatch from Airworld It sounds a bit ridiculous, but many frequent travellers I know tell stories about the powerful loyalties they’ve developed to goods and services while travelling. Take the emotional rush I get drinking a French 75 cocktail; it’s not just the champagne bubbles or the memory of the silver fox who once ordered one for me at a Lower East Side speakeasy, but an alchemic memory of both. These strong loyalties and emotions help set the Transumer apart from the jet-setting shopper. Read more at: sprk.sh/thetransumer “ here is wisdom in that cabin. And a T smart airline will try to figure out how to get that wisdom out of it.” – Jeff Jarvis sprk.sh/jarvis6 spafax.com
  • 7. The Spafax Journey CycleThe Journey Cycle is the linked system of experiences that takesplace at every step of a customer’s contact with an airline brand.It’s the connection between the real-time activity of travel withthe planning or ideas that inspired it: the purchasing of flights,of products, the information, communication and entertainmenton board. It’s the time spent at the destination and the memoriesthat accompany you on the return. 7
  • 8. Building Brands Email Websites Brand Content Ecosystem Apps In-flight Print EntertainmentThe 21st century brand has its own coherent content ecosystem.Each and every part of the messaging that reaches the consumermust come from the same place in terms of tone, quality and meaning.What changes is the context in which the consumer engages with a brand.A smart content strategy, then, is all about using the right platformsto connect with the right people wherever they may be.8 spafax.com
  • 9. We are living in a world wheremedia outlets are becomingmore like brands and brandsare becoming more like media.While content creators are experimentingwith new business models and digitalplatforms, businesses are usingcontent to tell their stories, engagepeople and make money.A brand is the idea behind anything:A company, a country, a person. It’s not aslogan or a catchphrase. It’s more than justwords. It’s more than just a story. It’s a voice.And that voice should speak with customerswherever they are. “ randed anything is fine, as long B as it’s backed by substance, and ‘branding’ as a purpose does not subordinate the hard and simple work of earning a good reputation.” – Doc Searls sprk.sh/searls Read more at: sprk.sh/contentrevolution 9
  • 10. Designing Across PlatformsPrint in Digital ClothingBy Charles Lim, Digital Director The mentality of most magazine apps seems to be, “Let’s make it look just like print.” After all, a tablet is roughly the same size and thickness as a print magazine, so people will use it the same way, right? Wrong.Technology changes the way we use things. Think about the evolution of thecalendar. A printed calendar typically consists of 12 pages: New month, new page,new cute kitten image.Now take that static interface and translate it to a digital device. On a dynamicinterface, time can be represented in a variety of ways and the content can bemanipulated to suit whatever you’re interested in at that moment.The goal of designing magazines for the screen should be to improve the contentexperience even if it means breaking some of the rules of print.While the print reader is forced to move from issue to issue, page to page, columnof text to column of text – next, next, next – the digital reader scrolls through ather own pace and can fly off to anywhere she pleases.The “linear to web” shift that we saw with calendars hasn’t happened yet withcontent, and won’t happen until we rethink the idea of “next.”From radio to TV to print, the old media paradigm is all about one thing(program, ad, article) leading to another. But the web experience isn’t linear.Instead of a single thread of content it’s, well, a web.It’s time to focus on the content experience regardless of the medium or platform.Don’t try to make the web look like print, just because you can. Read more at: sprk.sh/designcode10 spafax.com
  • 11. “ ontent informs design; design C without content is decoration.” – Jeffrey Zeldman sprk.sh/zeldmanResponsive DesignAt Spafax, we’re big believers in responsive design, a web design philosophy thatensures that content works on a variety of screen sizes, from the smartphone inyour pocket to the HD TV in your living room. Today’s customers want to con-sume entertainment on their own devices, meaning we need to create portalsthat work across platforms in-flight and on the ground.It allows publishers to be multiplatform without sacrificing content orredesigning from the ground up every time a new device comes out.We first adopted this approach last year with Sparksheet, and haven’t lookedback. For brands that want to reach the on-the-go consumer wherever they maybe, no matter what device they’re on, it’s a no-brainer. 11
  • 12. Empowering CommunityWho Controls The Message?By David Meerman Scott, Sparksheet Contributor Companies are terrified of “losing control” of their brand messaging. But they lost it a long time ago. And that’s a good thing. Because it means companies are now free to harness the power of the world to get their message out – meaning getting consumers to do the work for them.With the rise of social media, message control is firmly in the handsof consumers. For decades, companies have left messaging to a handfulof authorized and highly trained spokespeople, such as their public relationsdirector and their CEO.Brands have used one-way communications – mostly advertising and pressreleases – to issue formal announcements and have generally forbidden rank-and-file employees from saying anything at all. Social media tools have enabledanybody (company insiders as well as customers and critics) to say anythingabout a brand. Yet, many organizations persist in the old command-and-controlmethods of the past.What works online is creating our own content – content that people want toshare. And we should be encouraging our employees, customers and otherinterested stakeholders to tell our stories and spread our ideas. We shouldbe celebrating blogs, forums and the tools of social media, not clamping downon them.We must admit that we no longer control the sales process. We can depend onmillion-dollar direct-mail campaigns that target top sales prospects, big-budgetadvertisements that cast too wide a net and message-driven PR campaignsdirected at media insiders whose audience is shrinking by the day. Or we can trysomething that might actually work. Read more at: sprk.sh/dmscott12 spafax.com
  • 13. “ he internet is a word of mouth machine. Once brands let T the people formerly known as the customer base into the tent, they have the benefit of their knowledge, their pas- sion, their ideas, and especially, their communities. And these possibilities are staggering.” – Bob Garfield sprk.sh/garfield“ irports are more than cities. They are communities.” A – Arjun Basu sprk.sh/contentrevolution “ etting a handle on your community and understanding G how you can better serve their needs is a big challenge for any kind of content creator today.” – Nora Young sprk.sh/young“ -suite executives who engage in social media are C perceived to be better leaders.” – Anita Windisman sprk.sh/windisman “t’s great to see airlines embracing social media. But it’s I time to realize that your airplanes are social media with the ability to convert strangers into travel mates and frequent flyers into loyal customers.” – Jay Vidyarthi sprk.sh/vidyarthi 13
  • 14. Talking Travel and Digitalwith Sir Martin Sorrell As CEO of WPP Group, Sir Martin Sorrell is known for his predictions about the future of media. Here is an excerpt from his conversations with Sparksheet.Q.As someone who spends a lot of time on the road, what do you look for in a travel brand?A. If you’re talking about airlines, research shows that the most critical thing is how you’re received at the check-in desk and upon boarding the plane. In my opinion, the devil’s in the details. It’s not the big stuff. What turns me on is when people are attentive and welcoming. I get the impression that the major airlines see investment in the soft touches – video, food, etc. – as relatively unimportant, but I think it makes a hell of a difference.Q.Tell me about the increasing importance of data in the advertising world. Is that entirely due to digital?A. No, not entirely due to digital. It dates back to the old quote by John Wanamaker or Lord Leverhulme or the other 25,000 people who are claimed to have said, “I know half my advertising spend is wasted, I just don’t know which half.” Data was important well before the digital age. But with the advent of online media and cable and IPTV, people are becoming more concerned about measurement and ROI. And the fact is that we now have the ability to measure in ways we didn’t before. Read more at: sprk.sh/sorrell14 spafax.com
  • 15. Good ideas about content, media and marketingWhen Sparksheet launched in the summerof 2009, our goal was simple. We wanted tocreate a space where travel, media and marketingprofessionals could explore the ongoingdisruption of their industries, and where themany “good ideas” incubating within the Spafaxuniverse could take shape. The world waschanging in unexpected ways, the digitalrevolution had tipped, and it seemed like agood time to take a step back and have an open,honest conversation about where things wereheaded. This was going to be more than acorporate blog. We wanted to share some of theideas that really drove Spafax. And still do.As award-winning editors, designers, developersand community managers, our role is curatorial.We strive to bring a clear-eyed journalisticperspective to the conversation – a conversationthat, more than three years later, we feel is moreimportant than ever.Like what you see in this magazine? For moregood ideas, join us at sparksheet.com. 15