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we need to talkabout content Graham Nolan, Director of Business & Strategy
what does it take tocreate brand content
digital. years  evolving
always on multiscreen                                 Our time online is spread between 4 primary devices *               ...
how we use the web evolves                        2006        2011* Source : Alexa
10 hours / week   8 hours / week                               Online         Social Media* Source : Comscore / Comreg 2012
Average Time Spent: Portals vs Social Networks (USA) *                                                                  (a...
frominformation seekers
“If it’s important enough    it will come to me”       Twenty Something Digital Native
owards a culture   of content
The result of content being at the heart of Coca-Cola marketing culture is                   unprecedented best in class o...
organic reach                                           falling* Source : Facebook / Edelman Digital
content  is  winning* Source : Facebook / Edelman Digital
highmetabolism marketing
or something that is just plain beautiful
lessons           Surprise      Beauty     Topicality      WOW   AuthenticityPunking                  Humor               ...
how do we get branded content      out of the gate
accept this is not justadvertising made digital
StorytellingSeeding                                     Events /Strategy                                    Theatre       ...
real-time in the moment
right peoplein the room@ the right time
communicatepriority
changemeasurement
“Failure is simply the opportunity to begin    again, this time more intelligently.”                   Henry Ford
thank you      graham.nolan@cksk.com      @grahamjnolan      www.cksk.com
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
We need to talk about content
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We need to talk about content

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Transcript of "We need to talk about content"

  1. 1. we need to talkabout content Graham Nolan, Director of Business & Strategy
  2. 2. what does it take tocreate brand content
  3. 3. digital. years  evolving
  4. 4. always on multiscreen Our time online is spread between 4 primary devices * (average time per interaction - in minutes) 17 30 39 43 Smartphone Tablet PC / Laptop TV* Source : Google
  5. 5. how we use the web evolves 2006 2011* Source : Alexa
  6. 6. 10 hours / week 8 hours / week Online Social Media* Source : Comscore / Comreg 2012
  7. 7. Average Time Spent: Portals vs Social Networks (USA) * (average time per usage / day - in minutes) 30 Social Networks 25 20 Portals 15 Nov 2010 Dec 2010 Jan 2011 Feb 2011 Mar 2011 Apr 2011 May 2011 Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011* Source : Business Intelligence
  8. 8. frominformation seekers
  9. 9. “If it’s important enough it will come to me” Twenty Something Digital Native
  10. 10. owards a culture of content
  11. 11. The result of content being at the heart of Coca-Cola marketing culture is unprecedented best in class output
  12. 12. visits to brand websites are trending in decline* Source : Universal McCann Study
  13. 13. organic reach falling* Source : Facebook / Edelman Digital
  14. 14. content is winning* Source : Facebook / Edelman Digital
  15. 15. highmetabolism marketing
  16. 16. or something that is just plain beautiful
  17. 17. lessons Surprise Beauty Topicality WOW AuthenticityPunking Humor Innovation
  18. 18. TextSource  :  The  con,nua,on  of  Marke,ng  by  other  means.  By  The  Human  Experience  Company
  19. 19. how do we get branded content out of the gate
  20. 20. accept this is not justadvertising made digital
  21. 21. different skill sets
  22. 22. StorytellingSeeding Events /Strategy Theatre Opinion Technology Formers
  23. 23. real-time in the moment
  24. 24. right peoplein the room@ the right time
  25. 25. communicatepriority
  26. 26. changemeasurement
  27. 27. encouragerisk
  28. 28. “Failure is simply the opportunity to begin again, this time more intelligently.” Henry Ford
  29. 29. thank you graham.nolan@cksk.com @grahamjnolan www.cksk.com

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