maytheforce(s)bewithyouWednesday, May 22, 13
CONVERGENCEWednesday, May 22, 13
FRAGMENTATIONWednesday, May 22, 13
,,Wednesday, May 22, 13
,,INTERCONNECTEDWednesday, May 22, 13
,,INTERCONNECTEDINTERDEPENDENTWednesday, May 22, 13
,,TRANSPARENTINTERCONNECTEDINTERDEPENDENTWednesday, May 22, 13
CONTENTWednesday, May 22, 13
All media starts withgreat content. A greatmedia strategy can nevercompensate for averagecontent.Wednesday, May 22, 13
so what is great contentVISIBILITYCONTEXTSHARE-ABILITYWednesday, May 22, 13
The role of contentis evolving. Theopportunity to be anexpert, facilitator and“friend.”Wednesday, May 22, 13
Consumption is ChangingTraditional:30 Sec Advertising/DisplayProduct PlacementIntegrationAdaptive Branded ContentREACHDISR...
Brands must become better than ever at telling andsharing a story and most importantly listening…The impact on brandsWedne...
CULTUREWednesday, May 22, 13
Brands need to stopcompeting in thecategory and startwinning in the culture.Wednesday, May 22, 13
Wednesday, May 22, 13
Wednesday, May 22, 13
Wednesday, May 22, 13
CONTEXTWednesday, May 22, 13
In the future all mediaplanners will be contentplanners. Content is thecurrency of theconvergent world.Wednesday, May 22, 13
THAT WAS THENWednesday, May 22, 13
THIS IS NOWWednesday, May 22, 13
two things gohand in handDISTRIBUTIONOFCONTENTCREATIONOFCONTENTWednesday, May 22, 13
Wednesday, May 22, 13
FUTUREWednesday, May 22, 13
All brands have to becontent programmersWednesday, May 22, 13
5stepprocess41AUDIT2CONTENT3CONTEXT5OPTIMIZEANALYSISWednesday, May 22, 13
BOUGHTOWNEDEARNED1AUDITBought Owned EarnedWednesday, May 22, 13
2CONTENTWednesday, May 22, 13
PROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENTWednesday, May 22, 13
CONSUMERCurate/Enable/Appropriate/CelebratePROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENTWednesday, May 22, 13
BRANDEDIdeate/Fund/Produce/CreateCONSUMERCurate/Enable/Appropriate/CelebratePROFESSIONALAssociate/Sponsor/Integrate/Promot...
3CONTEXTWednesday, May 22, 13
thank youWednesday, May 22, 13
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The Story Lab's Angelea Courtin on Rethinking Content

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The Story Lab's Angelea Courtin on Rethinking Content

  1. 1. maytheforce(s)bewithyouWednesday, May 22, 13
  2. 2. CONVERGENCEWednesday, May 22, 13
  3. 3. FRAGMENTATIONWednesday, May 22, 13
  4. 4. ,,Wednesday, May 22, 13
  5. 5. ,,INTERCONNECTEDWednesday, May 22, 13
  6. 6. ,,INTERCONNECTEDINTERDEPENDENTWednesday, May 22, 13
  7. 7. ,,TRANSPARENTINTERCONNECTEDINTERDEPENDENTWednesday, May 22, 13
  8. 8. CONTENTWednesday, May 22, 13
  9. 9. All media starts withgreat content. A greatmedia strategy can nevercompensate for averagecontent.Wednesday, May 22, 13
  10. 10. so what is great contentVISIBILITYCONTEXTSHARE-ABILITYWednesday, May 22, 13
  11. 11. The role of contentis evolving. Theopportunity to be anexpert, facilitator and“friend.”Wednesday, May 22, 13
  12. 12. Consumption is ChangingTraditional:30 Sec Advertising/DisplayProduct PlacementIntegrationAdaptive Branded ContentREACHDISRUPTIONENGAGEMENTWednesday, May 22, 13
  13. 13. Brands must become better than ever at telling andsharing a story and most importantly listening…The impact on brandsWednesday, May 22, 13
  14. 14. CULTUREWednesday, May 22, 13
  15. 15. Brands need to stopcompeting in thecategory and startwinning in the culture.Wednesday, May 22, 13
  16. 16. Wednesday, May 22, 13
  17. 17. Wednesday, May 22, 13
  18. 18. Wednesday, May 22, 13
  19. 19. CONTEXTWednesday, May 22, 13
  20. 20. In the future all mediaplanners will be contentplanners. Content is thecurrency of theconvergent world.Wednesday, May 22, 13
  21. 21. THAT WAS THENWednesday, May 22, 13
  22. 22. THIS IS NOWWednesday, May 22, 13
  23. 23. two things gohand in handDISTRIBUTIONOFCONTENTCREATIONOFCONTENTWednesday, May 22, 13
  24. 24. Wednesday, May 22, 13
  25. 25. FUTUREWednesday, May 22, 13
  26. 26. All brands have to becontent programmersWednesday, May 22, 13
  27. 27. 5stepprocess41AUDIT2CONTENT3CONTEXT5OPTIMIZEANALYSISWednesday, May 22, 13
  28. 28. BOUGHTOWNEDEARNED1AUDITBought Owned EarnedWednesday, May 22, 13
  29. 29. 2CONTENTWednesday, May 22, 13
  30. 30. PROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENTWednesday, May 22, 13
  31. 31. CONSUMERCurate/Enable/Appropriate/CelebratePROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENTWednesday, May 22, 13
  32. 32. BRANDEDIdeate/Fund/Produce/CreateCONSUMERCurate/Enable/Appropriate/CelebratePROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENTWednesday, May 22, 13
  33. 33. 3CONTEXTWednesday, May 22, 13
  34. 34. thank youWednesday, May 22, 13

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