Catherine Davis - Leveraging Media to Create Content
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Catherine Davis - Leveraging Media to Create Content

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Content Creation Case Study: Catherine Davis, President of Vizeum Americas. Leveraging the power of media to create and curate content featuring case studies from Pernod Ricard & New Belgium Brewing.

Content Creation Case Study: Catherine Davis, President of Vizeum Americas. Leveraging the power of media to create and curate content featuring case studies from Pernod Ricard & New Belgium Brewing.

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Catherine Davis - Leveraging Media to Create Content Presentation Transcript

  • 1. LEVERAGING MEDIATO CREATE CONTENT
  • 2. 6.7B Billings 39 CountriesA nimble comms planning & buying agency, with the buying clout and resources of Aegis Mediato create connections that count.UNITED STATES60+ PeopleNY HeadquartersGLOBAL1,600+ PeopleLondon Headquarters
  • 3. 85% of tablet ownersuse their deviceswhile watching TVHOW PEOPLE CONSUME CONTENT HAS CHANGED*Nielsen Cross platform report Q2 2012
  • 4. IT IS ALL ABOUT CONTENTBRANDSHAVE BECOMEPUBLISHERS
  • 5. #BurberryWeather
  • 6. PATAGONIA
  • 7. PUBLISHERS NEED MORE...CONTENT FORMATS NON-WORKING $
  • 8. PUBLISHER BEST PRACTICES1. TIGHTLY DEFINED STRATEGIES2. A BALANCE BETWEEN DRIVE PERIODS AND ALWAYS-ON3. INTEGRATION ACROSS CHANNELS TO DRIVE SCALE4. ABILITY TO LEVERAGE NEW CONTENT RESOURCES5. NO DEAD-ENDSEVENTSPRCONTENTSYNDICATIONeCRMDIGITAL HUBDIGITALOOHSOCIALSEARCHApplicationMBN
  • 9. BRAND AGENCYDIGITAL CREATIVE AGENCYPR/SOCIAL MEDIA AGENCIESCONTENT FARMSMEDIA AGENCIES/MEDIA OWNERSCONTENT RESOURCES
  • 10. Created a content based partnership to:- Move TOM Awareness up 24%- Increase sales 8% YOY- Create #1 Shazamed ad of 2012- Hit 1MM Facebook fans (up 250,000)- See over 30MM organic video viewsCONTENT MODEL 1: ADAPT AND DISTRIBUTE
  • 11. CONTENT MODEL 2: ADAPT AND DEVELOPText
  • 12. CONTENT MODEL 3: DEVELOP FROM SCRATCHClick here to download our latest success.
  • 13. REAL TIME INPUT
  • 14. OPTIMIZE1. Content/Calendar Assessment4. Content Scaled 3. Content PublishedAMPLIFYPUBLISHPRIORITIZEAlign on criteria to help filterEstablish content hierarchy2. Content PrioritizedAvailable ContentProduct Distribution Schedule2013 Events CalendarDISTRIBUTION & AMPLIFICATION: FLEXIBILITY + OPTIMIZATION
  • 15. OPTIMIZE1. Content/Calendar Assessment4. Content Scaled 3. Content PublishedAMPLIFYPUBLISHPRIORITIZE2. Content PrioritizedAgree Distribution Strategy:1. The Science: threshold based2. The Art: intuition basedShortlisted Content Scaledwith Agreed BudgetContinually Optimizedthrough Adaptive PlanningApproachAvailable ContentProduct Distribution Schedule2013 Events CalendarAlign on criteria to help filterEstablish content hierarchyDISTRIBUTION & AMPLIFICATION: FLEXIBILITY + OPTIMIZATION
  • 16. LET’SCHATCLIENT DEVELOPMENT, VIZEUM USMitch Orkismitch.orkis@vizeum.comm: 315-529-1898PRESIDENT, VIZEUM AMERICASCatherine Daviscatherine.davis@vizeum.como: 917-326-7460