Conde Nast @ Custom Content Conference

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Pat Connolly, VP of Marketing Solutions at Conde Nast shares details on how Conde Nast's Branded Content division approaches content by redefining your competitive set.

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Conde Nast @ Custom Content Conference

  1. 1. FROM MARKET SHARE TO MIND SHARE PAT CONNOLLY VP, MARKETING SOLUTIONS @ CONDÉ NAST
  2. 2. PAT CONNOLLY @connollypat #BRANDPUBLISHING body.
  3. 3. PAT CONNOLLY @connollypat #BRANDPUBLISHING body.
  4. 4. PAT CONNOLLY @connollypat Condé Montrose Nast #BRANDPUBLISHING
  5. 5. PAT CONNOLLY @connollypat Condé Montrose Nast “CLASS PUBLICATIONS” #BRANDPUBLISHING The Merchants and Manufacturer’s Journal, June 1913
  6. 6. PAT CONNOLLY @connollypat competition. how we define it today. #BRANDPUBLISHING
  7. 7. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING
  8. 8. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS
  9. 9. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS - WHO ARE WE UP AGAINST? - WHO IS BUYING COMPETITIVE PRODUCTS 2. CORE COMPETITION
  10. 10. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS - WHO ARE WE UP AGAINST? - WHO IS BUYING COMPETITIVE PRODUCTS 2. CORE COMPETITION - NEEDS - MOTIVATIONS - BRAND ATTITUDES 3. CORE CONSUMER
  11. 11. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS - WHAT IS THE KEY BRAND BENEFIT - HOW ARE WE DIFFERENTIATED FROM OUR CORE COMPETITION? 4. BRAND BENEFIT - WHO ARE WE UP AGAINST? - WHO IS BUYING COMPETITIVE PRODUCTS 2. CORE COMPETITION - NEEDS - MOTIVATIONS - BRAND ATTITUDES 3. CORE CONSUMER
  12. 12. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS - WHAT IS THE KEY BRAND BENEFIT - HOW ARE WE DIFFERENTIATED FROM OUR CORE COMPETITION? 4. BRAND BENEFIT - WHO ARE WE UP AGAINST? - WHO IS BUYING COMPETITIVE PRODUCTS 2. CORE COMPETITION - NEEDS - MOTIVATIONS - BRAND ATTITUDES 3. CORE CONSUMER - HOW DOES OUR BRAND SOUND, LOOK, ACT 5. BRAND ATTRIBUTES
  13. 13. PAT CONNOLLY @connollypat competition. traditional competitive analysis. #BRANDPUBLISHING - 2X DIGIT GROWTH - STEAL SHARE FROM NEW CATEGORY 1. BUSINESS GOALS - WHAT IS THE KEY BRAND BENEFIT - HOW ARE WE DIFFERENTIATED FROM OUR CORE COMPETITION? 4. BRAND BENEFIT - WHO ARE WE UP AGAINST? - WHO IS BUYING COMPETITIVE PRODUCTS 2. CORE COMPETITION - NEEDS - MOTIVATIONS - BRAND ATTITUDES 3. CORE CONSUMER - HOW DOES OUR BRAND SOUND, LOOK, ACT 5. BRAND ATTRIBUTES - WHY DO WE HAVE PERMISSION TO OWN THIS SPACE VIS A VIS OUR COMPETITIVE SET 6. REASON TO BELIEVE
  14. 14. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  15. 15. PAT CONNOLLY @connollypat #BRANDPUBLISHINGcleanliness beauty
  16. 16. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty
  17. 17. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4
  18. 18. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4 MY BRAND
  19. 19. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4 MY BRAND MEDIA BRAND 3
  20. 20. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4 MY BRAND BLOG 1 MEDIA BRAND 3
  21. 21. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4 MY BRAND BLOG 1 MEDIA BRAND 3 MEDIA BRAND 1
  22. 22. PAT CONNOLLY @connollypat #BRANDPUBLISHING realistic aspirational cleanliness beauty BRAND 1 BRAND 2 BRAND 3 BRAND 4 MY BRAND MY BRAND BLOG 1 MEDIA BRAND 3 MEDIA BRAND 1
  23. 23. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  24. 24. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  25. 25. PAT CONNOLLY @connollypat so how do we get there? redefining your competition for brand publishing. #BRANDPUBLISHING
  26. 26. PAT CONNOLLY @connollypat competition. refining your competition. #BRANDPUBLISHING
  27. 27. PAT CONNOLLY @connollypat competition. refining your competition. #BRANDPUBLISHING -WHO are you trying to reach with your content? -What do you expect them to do? WHO
  28. 28. PAT CONNOLLY @connollypat competition. refining your competition. #BRANDPUBLISHING -WHO are you trying to reach with your content? -What do you expect them to do? WHO -WHY do you have permission to own this POV? WHY
  29. 29. PAT CONNOLLY @connollypat competition. refining your competition. #BRANDPUBLISHING -WHO are you trying to reach with your content? -What do you expect them to do? WHO -WHY do you have permission to own this POV? WHY -HOW do you go about achieving your WHY? -What processes, resources do you need? HOW
  30. 30. PAT CONNOLLY @connollypat competition. refining your competition. #BRANDPUBLISHING -WHO are you trying to reach with your content? -What do you expect them to do? WHO -WHY do you have permission to own this POV? WHY -HOW do you go about achieving your WHY? -What processes, resources do you need? HOW -WHAT is your output and assets? -How do you measure what you’re doing? WHAT
  31. 31. PAT CONNOLLY @connollypat who. who are you trying to reach, and what do you want them to do? #BRANDPUBLISHING
  32. 32. PAT CONNOLLY @connollypat #BRANDPUBLISHING WHO Who are you talking to and what do you expect them to do? Mom.
  33. 33. PAT CONNOLLY @connollypat #BRANDPUBLISHING WHO Who are you talking to and what do you expect them to do? Tech Enthusiast.
  34. 34. PAT CONNOLLY @connollypat WHO Who are you talking to and what do you expect them to do? Millenial.#BRANDPUBLISHING
  35. 35. PAT CONNOLLY @connollypat #BRANDPUBLISHING WHO Who are you talking to and what do you expect them to do? Fashionista.
  36. 36. PAT CONNOLLY @connollypat consumer to audience. what do we know about them? what do we want them to do? #BRANDPUBLISHING
  37. 37. PAT CONNOLLY @connollypat customer decision journey. the travel journey. #BRANDPUBLISHING INSPIRE EXPLORE RESEARCH BUY POST PURCHASE +positive-negative +100 -100
  38. 38. PAT CONNOLLY @connollypat customer decision journey. the travel journey. #BRANDPUBLISHING INSPIRE EXPLORE RESEARCH BUY POST PURCHASE +positive-negative +100 -100
  39. 39. PAT CONNOLLY @connollypat customer decision journey. the travel journey. #BRANDPUBLISHING INSPIRE EXPLORE RESEARCH BUY POST PURCHASE +positive-negative +100 -100 Breath of travel content is largely about planning and buying, need to own Inspiration. -- INSPIRATION Travel enthusiast today find stale lists and stock imagery. - EXPLORE
  40. 40. PAT CONNOLLY @connollypat customer decision journey. the travel journey. #BRANDPUBLISHING INSPIRE EXPLORE RESEARCH BUY POST PURCHASE +positive-negative +100 -100 Breath of travel content is largely about planning and buying, need to own Inspiration. -- INSPIRATION Travel enthusiast today find stale lists and stock imagery. - EXPLORE Research and buy are owned by transactional partners and Google. + RESEARCH/BUY
  41. 41. PAT CONNOLLY @connollypat customer decision journey. the travel journey. #BRANDPUBLISHING INSPIRE EXPLORE RESEARCH BUY POST PURCHASE +positive-negative +100 -100 Breath of travel content is largely about planning and buying, need to own Inspiration. -- INSPIRATION Travel enthusiast today find stale lists and stock imagery. - EXPLORE Research and buy are owned by transactional partners and Google. + RESEARCH/BUY Current lack of community engagement to share journey, not just destination. -- POST-PURC.
  42. 42. PAT CONNOLLY @connollypat why. your cause, purpose and reason to exist. #BRANDPUBLISHING
  43. 43. consumer truth PAT CONNOLLY @connollypat defining your why. cause, purpose, reason to commit. #BRANDPUBLISHING
  44. 44. consumer truth category truth PAT CONNOLLY @connollypat defining your why. cause, purpose, reason to commit. #BRANDPUBLISHING
  45. 45. consumer truth category truth brand truth PAT CONNOLLY @connollypat defining your why. cause, purpose, reason to commit. #BRANDPUBLISHING
  46. 46. consumer truth category truth brand truth PAT CONNOLLY @connollypat defining your why. cause, purpose, reason to commit. #BRANDPUBLISHING brand “why”
  47. 47. PAT CONNOLLY @connollypat #BRANDPUBLISHING WHY Bin Laden death covered globally. Intense competition for breaking news and attention. Mass Media, May 2, 2011
  48. 48. PAT CONNOLLY @connollypat #BRANDPUBLISHING The New Yorker Aug 8, 2011 WHY Nicholas Schmidle and The New Yorker don’t compete on breaking news, they compete on perspective.
  49. 49. PAT CONNOLLY @connollypat #BRANDPUBLISHING WWD APR 1, 1977 WHY 1977 all fashion show runway shots were adjacent to the runway, creating less than ideal perspectives on design.
  50. 50. PAT CONNOLLY @connollypat #BRANDPUBLISHING WWD OCT. 20, 1983 WHY By 1983, Guy Marineau had re- shaped the way fashion show photography was approached.
  51. 51. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  52. 52. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  53. 53. PAT CONNOLLY @connollypat how. how do you deliver on your why? #BRANDPUBLISHING
  54. 54. PAT CONNOLLY @connollypat #BRANDPUBLISHING BRAND BOOK Everything from your standard brand guidelines to who you want to be. Key factors for brand publishing include: Brand Voice Tone Visual Identity Macaroni Grill Brand Book >> >> >>
  55. 55. PAT CONNOLLY @connollypat #BRANDPUBLISHING THE TEAM Don’t just hire talent or agencies for skills, hire for mindset. Great content brands are not only made up of great content creators, but people who are live the WHY of the brand. Photo Josh Valcarcel/ WIRED
  56. 56. PAT CONNOLLY @connollypat #BRANDPUBLISHING EDIT PLANNING Planning out editorial calendars is key to planning against key trends and consistency in your brand voice.
  57. 57. PAT CONNOLLY @connollypat #BRANDPUBLISHING IF YOU BIULD IT, THEY MAY NOT COME Building branded content does not guarantee that users will see and engage with the content. All media companies have aggressive audience development, recirculation and distribution strategies. SEO SEM Recirculation Paid/Earned Distribution Retention FIELD OF DREAMS >> >> >> >> >>
  58. 58. PAT CONNOLLY @connollypat what. what do you need to create? #BRANDPUBLISHING
  59. 59. PAT CONNOLLY @connollypat #BRANDPUBLISHING the fidelity spectrum. which assets serve which purpose.
  60. 60. PAT CONNOLLY @connollypat #BRANDPUBLISHING TW ITTER VID EO (long form ) INSTAG RAM FAC EBO O K TU M BLR / PINTEREST VINE M O BILE APP W EBSITE PRINT the fidelity spectrum. which assets serve which purpose. VID EO (shortform ) high fidelity highly produced longer timelines deep storytelling capacity low fidelity real-time, iterative relevant in the now
  61. 61. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi real time highly produced
  62. 62. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility real time highly produced
  63. 63. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility entertainment real time highly produced
  64. 64. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility entertainment real time highly produced - entertaining content - short form - relevant in the now (time sensitive) - amusing 1. entertain me + lo fi
  65. 65. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility entertainment real time highly produced - entertaining content - long form, highly produced - Released less frequently - High narrative impact 2. entertain me + hi fi - entertaining content - short form - relevant in the now (time sensitive) - amusing 1. entertain me + lo fi
  66. 66. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility entertainment real time highly produced - entertaining content - long form, highly produced - Released less frequently - High narrative impact 2. entertain me + hi fi - entertaining content - short form - relevant in the now (time sensitive) - amusing 1. entertain me + lo fi - (often) single experience - make this moment better - iterative - agile 3. utility + lo fi
  67. 67. PAT CONNOLLY @connollypat #BRANDPUBLISHING low fi high fi utility entertainment real time highly produced - entertaining content - long form, highly produced - Released less frequently - High narrative impact 2. entertain me + hi fi - entertaining content - short form - relevant in the now (time sensitive) - amusing 1. entertain me + lo fi - improve my life/experience - high quality experience, equally valuable output 4. utility + hi fi - (often) single experience - make this moment better - iterative - agile 3. utility + lo fi
  68. 68. PAT CONNOLLY @connollypat measure. did you do what you wanted to do? #BRANDPUBLISHING
  69. 69. PAT CONNOLLY @connollypat #BRANDPUBLISHING
  70. 70. PAT CONNOLLY @connollypat measurement. platforms. #BRANDPUBLISHING PLATFORM USE RIPPLR Conde’s own internal influence index PARSE.LY Data visualization tools that allow for multiple data sets to be incorporated into a dashboard, to be used for content optimization, recirculation and in certain cases predictive SIMPLE REACH Data visualization tools that allow for multiple data sets to be incorporated into a dashboard, to be used for content optimization, recirculation and in certain cases predictive CHART BEAT Data visualization tools that allow for multiple data sets to be incorporated into a dashboard, to be used for content optimization, recirculation and in certain cases predictive
  71. 71. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING
  72. 72. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING 1. Identify your WHO - define your audience, not your customer
  73. 73. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING 1. Identify your WHO - define your audience, not your customer 2. What is your WHY. - what gives you permission to own this? - is it differentiated from your new competitive landscape?
  74. 74. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING 1. Identify your WHO - define your audience, not your customer 2. What is your WHY. - what gives you permission to own this? - is it differentiated from your new competitive landscape? 3. HOW do you own your Why? - what processes, personnel and relationships do you need to put in place?
  75. 75. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING 1. Identify your WHO - define your audience, not your customer 2. What is your WHY. - what gives you permission to own this? - is it differentiated from your new competitive landscape? 3. HOW do you own your Why? - what processes, personnel and relationships do you need to put in place? 4. WHAT do you do need to create? - what assets will help you own the entire dialogue around your Why?
  76. 76. PAT CONNOLLY @connollypat recap. key takeaways. #BRANDPUBLISHING 1. Identify your WHO - define your audience, not your customer 2. What is your WHY. - what gives you permission to own this? - is it differentiated from your new competitive landscape? 3. HOW do you own your Why? - what processes, personnel and relationships do you need to put in place? 4. WHAT do you do need to create? - what assets will help you own the entire dialogue around your Why? 5. How do you know if it’s WORKING? - define your KPI’s up front, be rigorous
  77. 77. PAT CONNOLLY @connollypat thank you. #BRANDPUBLISHING
  78. 78. PAT CONNOLLY @connollypat #BRANDPUBLISHING pat connolly vp, marketing solutions, Condé Nast @connollypat pat_connolly@condenast.com thank you.

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