Content to Commerce           TMfrom storytelling to engagement
Avi SavarHola!   founder & chief creative officer        big fuel        avis@bigfuel.com        bigfuel.com        avisava...
Big Fuel delivers guaranteed and measurable consumer engagement            for some of the biggest brands in the world.
Big Fuel delivers guaranteed and measurable consumer engagement            for some of the biggest brands in the world.
Let’s set the stage...Using Content for Marketing
A different media modelBroadcast & Print   E-mail    Digital PR   Experiences     Content        PAID                 EARN...
The use of content marketing is                   widespreadNine in 10 organizations market        with content, using eig...
So...How do you make branded   content engaging?
The Content Spectrum                                                                      Give me                         ...
The problem... It’s philosophically different                Advertising, Direct & DigitalShow me                         ...
The problem... It’s philosophically different                Advertising, Direct & DigitalShow me                         ...
It’s the reverse of traditional marketing                  Consumer Oriented vs. Product Oriented                         ...
The engagement point is the bridge from            "people stories" to "product stories"                                  ...
audience truth            brand truth             engagement                point          business mandate
a few simple rules...
who’s content is it anyway?Know Your Audience•   They’re in control•   It’s not about your brand... it’s about their brand...
can you pass the 6am test?Be Relevant• Relevant to the audience• And relevant for the brand• But, relevancy is not your un...
“be excellent to each other” Be Useful & Provide Utility• Solve a problem for your audience• How do they use mobile or soc...
a few important decisions...
marriage or fling?
i now pronounce you...Getting Married•   Long-term relationship building•   Requires commitment of resources•   Requires m...
i now pronounce you...Having a Fling•   Short-term gimmick or promotion•   Consumers don’t mind having a “fling”•   Less ex...
the big question...
the big question...                         Build or Buy             If content already exist then consider it          bu...
let’s put it all together...
Going from Content to Commerce                      TMdeliver engagement by...    • staying on the content spectrum... hel...
Avi SavarGracias!   founder & chief creative officer           big fuel           avis@bigfuel.com           bigfuel.com   ...
Storytelling to Engagement
Storytelling to Engagement
Storytelling to Engagement
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Storytelling to Engagement

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  • Storytelling to Engagement

    1. 1. Content to Commerce TMfrom storytelling to engagement
    2. 2. Avi SavarHola! founder & chief creative officer big fuel avis@bigfuel.com bigfuel.com avisavar.com @avisavar
    3. 3. Big Fuel delivers guaranteed and measurable consumer engagement for some of the biggest brands in the world.
    4. 4. Big Fuel delivers guaranteed and measurable consumer engagement for some of the biggest brands in the world.
    5. 5. Let’s set the stage...Using Content for Marketing
    6. 6. A different media modelBroadcast & Print E-mail Digital PR Experiences Content PAID EARNED OWNED Display SEM SEO Social Community
    7. 7. The use of content marketing is widespreadNine in 10 organizations market with content, using eight content tactics on average.
    8. 8. So...How do you make branded content engaging?
    9. 9. The Content Spectrum Give me Help me find something to cool “stuff” talk about Connect me to Provide me Give me a community with utility and chance to win convenienceHelpful Entertaining Show me how Let me express it works myself Help me fit your Make me smile, product into my life Take me laugh or cry behind the scenes
    10. 10. The problem... It’s philosophically different Advertising, Direct & DigitalShow me Sell me Traditional Consumer engagement Social Marketing & Branded ContentHelp me Entertain me
    11. 11. The problem... It’s philosophically different Advertising, Direct & DigitalShow me Sell me Traditional Consumer engagement Social Marketing & Branded ContentHelp me Entertain me
    12. 12. It’s the reverse of traditional marketing Consumer Oriented vs. Product Oriented people stories product storiesBeing successful in today’s socially and digitally connected world, means brands must think like publishers and lead with people stories rather than product stories.
    13. 13. The engagement point is the bridge from "people stories" to "product stories" commercecontent consumer engagement Engagement Point
    14. 14. audience truth brand truth engagement point business mandate
    15. 15. a few simple rules...
    16. 16. who’s content is it anyway?Know Your Audience• They’re in control• It’s not about your brand... it’s about their brand• Who is your core customer?• What commonalities exits within that group?• Think of them as “people” not “consumers”
    17. 17. can you pass the 6am test?Be Relevant• Relevant to the audience• And relevant for the brand• But, relevancy is not your unique selling proposition!• So, beware of the curse of knowledge• Ultimately, the audience needs to care
    18. 18. “be excellent to each other” Be Useful & Provide Utility• Solve a problem for your audience• How do they use mobile or social in their lives? Help them make their life easier or better• Help them get more from a relationship with you
    19. 19. a few important decisions...
    20. 20. marriage or fling?
    21. 21. i now pronounce you...Getting Married• Long-term relationship building• Requires commitment of resources• Requires monitoring and planning• Updates and enhancement• Longer development & more cost• Greater reward if properly executed• On occasion, revenue (but beware)
    22. 22. i now pronounce you...Having a Fling• Short-term gimmick or promotion• Consumers don’t mind having a “fling”• Less expensive & quicker to market• Allows for testing and experimentation• Can be hit or miss
    23. 23. the big question...
    24. 24. the big question... Build or Buy If content already exist then consider it but, effective brand integration is the challenge Will the user feel “the relationship” Is there a demand or need? Do you have the resources? Distribution, Distribution, Distribution... if you build, what’s your strategy? What’s Your Objective? Is it long or short-term? Promotion, CRM, brand building?Are you willing to see another brand own it in the future?
    25. 25. let’s put it all together...
    26. 26. Going from Content to Commerce TMdeliver engagement by... • staying on the content spectrum... help me to entertain me • building a bridge through an engagement point a few simple rules... • who’s content is it anyway?... know your audience • pass the 6am test... be relevant • be excellent to each other... be useful a few important decisions... • i now pronounce you... marriage or fling? • the big question... build or buy?
    27. 27. Avi SavarGracias! founder & chief creative officer big fuel avis@bigfuel.com bigfuel.com avisavar.com @avisavar
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