Connected Content - Ad:tech 2015

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This document discusses challenges and opportunities in content marketing. It notes that customers now make purchase decisions quickly based on in-the-moment information from their phones. It also says that millennials demand seamless experiences across channels. The document advocates connecting user-generated content with brand content and distributing it across all customer touchpoints for maximum impact. It provides examples from a company called StoryStream that saw large increases in website engagement and brand awareness by taking this connected content approach.

Marketing

Connected Content
Alex Vaidya
CEO StoryStream
@alex_vaidya

6
“People evaluate purchase
decisions in-the-moment.”
Google Micromoments

7
of smartphone users turn to
their phone to influence a
purchase decision while in a
store.
82%
Google Micromoments 2015

9
Accenture 2014
of all millennials demand
an integrated, seamless
experience regardless of
channel68%

11
More authentic content
in more places at the
right time

13
Marketers cite ‘content
production’ as the content
marketing challenge44%
eConsultancy 2014

15
Technology leads before
content is well considered

17
Need good content, right
time & place

19
Where can I find a good
source of content?

21Ipsos MORI 2014
50% UGC is more trusted
than any media
It sells…

22
Customer
Fan
Influencer
Employee
Lots of it…

25
Social Hubs
UGC Product Pages
Social Campaigns
In-store Activations
How?

39
increase in website
dwell times
compared to normal
StoryStream Average
350%

Customers are your best sales people.
UGC is the limitless content
marketing fuel you need.
Connect the dots across your
ecosystem.

alex.vaidya@storystream.it
www.storystream.it
@storystreamit
Come and see us at stand 370
Thank You

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1. Connected Content Alex Vaidya CEO StoryStream @alex_vaidya

2. 2 Challenges Trends Opportunities

3. 3 Challenges Trends Opportunities

4. 4 Brand Website Experiences Dealer Events Dealer Website Press & Key Inﬂuencers Dealer Showroom Paid Media Product Launches Social Media

5. 5 Brand Website Experiences Dealer Events Dealer Website Press & Key Inﬂuencers Dealer Showroom Paid Media Product Launches Social Media Channels to Ecosystems

6. 6 “People evaluate purchase decisions in-the-moment.” Google Micromoments

7. 7 of smartphone users turn to their phone to influence a purchase decision while in a store. 82% Google Micromoments 2015

8. Millennials Seek Authenticity

9. 9 Accenture 2014 of all millennials demand an integrated, seamless experience regardless of channel68%

10. 10 New formats Vertical Video

11. 11 More authentic content in more places at the right time

12. 12 Challenges Trends Opportunities

13. 13 Marketers cite ‘content production’ as the content marketing challenge44% eConsultancy 2014

14. 14 Content sits in silos

15. 15 Technology leads before content is well considered

16. 16 Challenges Trends Opportunities

17. 17 Need good content, right time & place

18. 18 Supply & Distribution

19. 19 Where can I find a good source of content?

20. Customers are your best sales peopleUGC

21. 21Ipsos MORI 2014 50% UGC is more trusted than any media It sells…

22. 22 Customer Fan Influencer Employee Lots of it…

23. 23 Content already exists

24. 24 Brand Website Social MediaPress & Key Inﬂuencers Dealer Showroom Paid MediaExperiences Dealer Events Product Launches Dealer Website Publish once, be everywhere.

25. 25 Social Hubs UGC Product Pages Social Campaigns In-store Activations How?

26. Combine UGC and brand content. Publish to any customer touchpoint. Connected Content Marketing

27. Connected Story

28.

29. 29

30. 30

31. 31

32. Employee Experiences

33.

34. Customer Stories

35.

36.