VCCP Kin Production Director Chris Chaundler - Sustaining brand conversation

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VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an …

VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an always on world. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt

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  • 1. How We Work AUDIENCE 1 YOUR KNOW Research & Analytics Social Listening Journey Mapping Content Audit SEO Analysis 2 A STRATEGY DEVELOP Content Connecting Thought Clear Framework Role of Channels Editorial Themes Distribution Principals PLAN EXECUTION Originate or Reorganise Content Develop Editorial and Content Calendars Implementation Guidelines 3 TWEAKING KEEP Optimise and Re-optimise Content Report and Learn Respond in an Agile Way Build Links 4 EVALUATE Business Measures Long Term Tracking Feeding Back Against Objectives 5
  • 2. Video Production: O2 Guru TV
  • 3. O2 Guru TV Results 30+ Million Views 10% CTR 7% Higher CSI
  • 4. Not Behaving Like A Publisher  Videos produced on a “per brief” basis  Good engagement rate, but no regularity and therefore no loyal audience base  Reliant on paid media for reach  Missed reactive opportunities, unable to be a credible “first” voice in new developments  Unable to be an always present authority in the technology space
  • 5. O2 Guru: New Production Model PERBRIEFBASIS ALWAYSPRESENT
  • 6. O2 Guru: New Production Model ALWAYSPRESENT Credible Relevant Always On
  • 7. Producers DirectorsVideo Animators Creative Producers Editors Offline Planners Organic Planners Online Planners Measurement and Analytics SEO TEAM Visual ArtistsAnimators Outreach Community Managers Writers PARTNERS INFLUENCER Journalists Analysts Everyone Celebrities Experts Bloggers/Tweeters PRODUCTION HUB PRODUCTION FILM SEO + PLANNING MANAGEMENT COMMUNITY Content Production Hub
  • 8. A New Way Of Working 1.Reactive
  • 9. A New Way Of Working 1.Reactive 2.Adaptive
  • 10. A New Way Of Working 1.Reactive 2.Adaptive 3.Brave