Ilona Hiila: Content World Domination. Reaktor Design
Day. 3.10.2013. Questions: @IlonaHiila.
I am not a
designer
SO WHAT AM I?
FOUNDING PARTNER & CONTENT STRATEGIST
of finland’s leading content agency
VAPA MEDIA
we do:
content strategy
utilizing platforms
creative concepts
partner of mrs.muir & the ghostwriter
- content creation agency!
ghostwriters do:
articles, photos, videos,
digital copy, live
blogging, community
management and anything
that has anythin...
My background:
radio host
journalist
columnist
pr officer
I SAW IN MY WORK that the WAY COMPANIES COMMUNICATEd DIDIN’T
RESONATE WITH THE WAY PEOPLE USED ONLINE CONTENT.
.
THE INDIV...
http://www.slideshare.net/hawkt/breaking-how-native-advertising-is-making-headlines?from_search=5
even though the click th...
Many companies are in quick sand
with their operations online.
they focus solely on tech/visual
design, rather than think ...
it’s like having a dinner with no food!
Vapa Media
- catch them with content!
rescuing online communications since 2010.
so, back to the topic:
Content World
Domination
what
do I talk about
when I talk
about
content?
http://farm6.staticflickr.com/5085/5306384876_270e9070c8_b.jpg
Everyone has a different view on what content is.
Oh, I thought meant that
content.
•  article
•  digital copy
•  blog
•  blog post
•  COMPETITION
•  status update
•  info
...
No, I meant this content.
•  Digital content, that is
published on various platforms
and that aims to engage
customers
•  ...
what
do I talk about
when I talk
about
domination?
http://farm8.staticflickr.com/7276/7498918722_18a74fd56d_b.jpg
No, not
about this.
http://www.flickr.com/photos/raveneye/2467456611/
not this either.
because there’s
no need for plotting domination like st...
HOW TO DESIGN
DOMINATING CONTENT?
RULE NO. 1:
FORGET YOUR
BRAND
cheers hawk! http://slidesha.re/15hdsD8
PEOPLE ARE NOT
NATURALLY INTERESTED
IN YOUR BRAND!
UNLESS YOU’RE A…
http://farm6.staticflickr.com/5450/9143978785_dbc07988b7_b.jpg
FIND SHARED INTEREST
•  listen to your customer.
•  understand where they hang
out.
•  FIND OUT what they talk about.
•  U...
RULE NO. 2:
CREATE
MOMENTS
Rule number 2 – own the
moment(s)
•  DO NOT SELL.
•  BE THE PERSON YOU WANT TO
BE WITH.
•  CREATE MOMENTS – THEY SELL
THE ...
KIM JONG-UN OR SANTA?
•  DON’T AIM ONLY FOR
AWARENESS. IT’S NOT ALWAYS
A GREAT THING.
•  MEASURE ALSO FAMILIRATY
AND HOW W...
RULE NO. 3:
LOVE IT
http://www.flickr.com/photos/rickyromero/1976286111/
content is often considered as something you do
after “all the import...
individuals are successful online
because they love to share.
THE CONTENT YOU SHARE
SHOULD BE AS IMPORTANT AS
THE PRODUCT OR SERVICES
YOU SELL
RULE NO. 4:
re-think your
resources
“liquid content
STRATEGY”
http://www.flickr.com/photos/gerardstolk/5398065225/
“The way we did online before
was little like bowling,
now it’s more like ping pong”
before: few big balls aimed at a static
audience in order to make them fall.
http://www.flickr.com/photos/dcjohn/95893598/
now: continuous game in which
we play with the audience and respond
to their serves.
http://www.flickr.com/photos/23743691...
we need:
new ways to think our
resources!
but why?
costs.
reach.
targeting.
part of a
revolution?
understand who your
enemy is.
“we’ve always done
it this way”
and buy: STRATEGINENOTE.FI
thank you!
WWW.VAPAMEDIA.FI
Ilona Hiila: Content World Domination @ Reaktor Design Day 3.10.2013
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Ilona Hiila: Content World Domination @ Reaktor Design Day 3.10.2013

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Everything we do online revolves around content – whether it's a like, status, form, video or an online shop. No one can stop the content world domination and this speech will dive in to the design and management of great content that will exceed the expectations of your customers

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Ilona Hiila: Content World Domination @ Reaktor Design Day 3.10.2013

  1. 1. Ilona Hiila: Content World Domination. Reaktor Design Day. 3.10.2013. Questions: @IlonaHiila.
  2. 2. I am not a designer
  3. 3. SO WHAT AM I?
  4. 4. FOUNDING PARTNER & CONTENT STRATEGIST of finland’s leading content agency VAPA MEDIA
  5. 5. we do: content strategy utilizing platforms creative concepts
  6. 6. partner of mrs.muir & the ghostwriter - content creation agency!
  7. 7. ghostwriters do: articles, photos, videos, digital copy, live blogging, community management and anything that has anything to do with creating content.
  8. 8. My background: radio host journalist columnist pr officer
  9. 9. I SAW IN MY WORK that the WAY COMPANIES COMMUNICATEd DIDIN’T RESONATE WITH THE WAY PEOPLE USED ONLINE CONTENT. . THE INDIVIDUALS WERE LOOKING FOR CONTENT THAT WAS RELEVANT AND MEANINGFUL. COMPANIES WERE OFFERING THE FOLLOWING: http://www.flickr.com/photos/ryantron/4453018910/
  10. 10. http://www.slideshare.net/hawkt/breaking-how-native-advertising-is-making-headlines?from_search=5 even though the click through rates are as low as less than 1%!
  11. 11. Many companies are in quick sand with their operations online. they focus solely on tech/visual design, rather than think what kind of content they should offer. http://farm4.staticflickr.com/3089/3140250146_4c8638da6c_b.jpg
  12. 12. it’s like having a dinner with no food!
  13. 13. Vapa Media - catch them with content! rescuing online communications since 2010.
  14. 14. so, back to the topic: Content World Domination
  15. 15. what do I talk about when I talk about content?
  16. 16. http://farm6.staticflickr.com/5085/5306384876_270e9070c8_b.jpg Everyone has a different view on what content is.
  17. 17. Oh, I thought meant that content. •  article •  digital copy •  blog •  blog post •  COMPETITION •  status update •  info •  video •  advertisement •  layout •  photo •  form •  a block •  Banner ad
  18. 18. No, I meant this content. •  Digital content, that is published on various platforms and that aims to engage customers •  Content that is is the data people consume online and that is supported by the visual and/or technical design
  19. 19. what do I talk about when I talk about domination?
  20. 20. http://farm8.staticflickr.com/7276/7498918722_18a74fd56d_b.jpg No, not about this.
  21. 21. http://www.flickr.com/photos/raveneye/2467456611/ not this either. because there’s no need for plotting domination like stewie. content already dominates all our online experiences. before your audience uses your design or interface, there has been content involved from google, fb, twitter, email etc…
  22. 22. HOW TO DESIGN DOMINATING CONTENT?
  23. 23. RULE NO. 1: FORGET YOUR BRAND cheers hawk! http://slidesha.re/15hdsD8
  24. 24. PEOPLE ARE NOT NATURALLY INTERESTED IN YOUR BRAND!
  25. 25. UNLESS YOU’RE A… http://farm6.staticflickr.com/5450/9143978785_dbc07988b7_b.jpg
  26. 26. FIND SHARED INTEREST •  listen to your customer. •  understand where they hang out. •  FIND OUT what they talk about. •  UNDERSTAND WHAT kind of content is missing from their life.
  27. 27. RULE NO. 2: CREATE MOMENTS
  28. 28. Rule number 2 – own the moment(s) •  DO NOT SELL. •  BE THE PERSON YOU WANT TO BE WITH. •  CREATE MOMENTS – THEY SELL THE WHOLENESS OF YOUR BRAND RATHER THAN JUST ONE PRODUCT
  29. 29. KIM JONG-UN OR SANTA? •  DON’T AIM ONLY FOR AWARENESS. IT’S NOT ALWAYS A GREAT THING. •  MEASURE ALSO FAMILIRATY AND HOW WELL YOUR AUDIENCES CONNECT WITH YOUR BRAND ATTRIBUTES.
  30. 30. RULE NO. 3: LOVE IT
  31. 31. http://www.flickr.com/photos/rickyromero/1976286111/ content is often considered as something you do after “all the important stuff” is done!
  32. 32. individuals are successful online because they love to share.
  33. 33. THE CONTENT YOU SHARE SHOULD BE AS IMPORTANT AS THE PRODUCT OR SERVICES YOU SELL
  34. 34. RULE NO. 4: re-think your resources
  35. 35. “liquid content STRATEGY” http://www.flickr.com/photos/gerardstolk/5398065225/
  36. 36. “The way we did online before was little like bowling, now it’s more like ping pong”
  37. 37. before: few big balls aimed at a static audience in order to make them fall. http://www.flickr.com/photos/dcjohn/95893598/
  38. 38. now: continuous game in which we play with the audience and respond to their serves. http://www.flickr.com/photos/23743691@N06/5526404097/
  39. 39. we need: new ways to think our resources!
  40. 40. but why?
  41. 41. costs. reach. targeting.
  42. 42. part of a revolution?
  43. 43. understand who your enemy is. “we’ve always done it this way”
  44. 44. and buy: STRATEGINENOTE.FI
  45. 45. thank you! WWW.VAPAMEDIA.FI
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