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BREAKING:
How Native Advertising Makes Headlines
@hawkt | #csforum13
NATIVE
ADVERTISING.
@hawkt | #csforum13
AKA SPONSOR BRANDED
ADVERTORIAL STEALTH
MARKETING CONTENT.
@hawkt | #csforum13
everybody’s talking about it.
@hawkt | #csforum13
everybody defines it differently.
@hawkt | #csforum13
nobody knows why.
@hawkt | #csforum13
but we *do* know one thing:
@hawkt | #csforum13
native advertising is
is breaking news.
@hawkt | #csforum13
(also possibly advertising.)
@hawkt | #csforum13
it’s cool, though:
@hawkt | #csforum13
sometimes breaking things
can be a good thing.
@hawkt | #csforum13
so let’s crystallize our
definition of native advertising...
@hawkt | #csforum13
then we can break it and see
what we can make with the pieces.
@hawkt | #csforum13
BUT FIRST...
Who Am I?
@hawkt | #csforum13
hawk thompson
@hawkt | #csforum13
@hawkt
al giordano,
journalist / mentor
@hawkt | #csforum13
editorial associate
@hawkt | #csforum13
valley advocate
@hawkt | #csforum13
sr. content strategist
@hawkt | #csforum13
razorfish.com
@hawkt | #csforum13
content director
@hawkt | #csforum13
hawkthompson.com
@hawkt | #csforum13
content generalist
@hawkt | #csforum13
hawkt.com
@hawkt | #csforum13
content whisperer
@hawkt | #csforum13
@hawkt
@hawkt | #csforum13
OK...
Where Were We?
@hawkt | #csforum13
ONE:
What Is Native Advertising?
the short answer:
@hawkt | #csforum13
let’s start with a definition.
@hawkt | #csforum13
native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13
belong.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
it’s not all black and white.
@hawkt | #csforum13
native advertising is like
the wild wild west...
@hawkt | #csforum13
a largely unexplored frontier...
@hawkt | #csforum13
full of intrepid explorers...
@hawkt | #csforum13
scheming prospectors...
@hawkt | #csforum13
...and potential trainwrecks.
@hawkt | #csforum13
but it also has the potential
to be pretty f*cking awesome.
@hawkt | #csforum13
*
it’s all depends on
how you approach it.
@hawkt | #csforum13
before we can understand
native advertising...
@hawkt | #csforum13
we need to understand
content marketing.
@hawkt | #csforum13
content marketing (n.):
a way of connecting
brands with audiences
on their own terms
via shared interests.
@hawkt | #csfor...
types of content marketing:
brand content
sponsored content
advertorials
brand journalism
native advertising
@hawkt | #csf...
native advertising (n.):
content marketing
designed to be loathed
in the environment
of its audience.
@hawkt | #csforum13
native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13
?!?
@hawkt | #csforum13
sooo basically...
@hawkt | #csforum13
@hawkt | #csforum13
+
@hawkt | #csforum13
+
@hawkt | #csforum13
=
@hawkt | #csforum13
BOOM.
@hawkt | #csforum13
NATIVE
ADVERTISING.
@hawkt | #csforum13
easy breezy.
@hawkt | #csforum13
not so much.
@hawkt | #csforum13
but there are *tremendous*
opportunities in this space...
@hawkt | #csforum13
...for the intrepid
explorers among us.
@hawkt | #csforum13
TWO:
How Should We Approach It?
short answer:
@hawkt | #csforum13
@hawkt | #csforum13
not like this.
@hawkt | #csforum13
content marketing isn’t hunting.
@hawkt | #csforum13
native advertising
doesn’t “capture” audiences.
@hawkt | #csforum13
we hunt for shared interests.
@hawkt | #csforum13
then we captivate audiences.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
this is how we do it.
@hawkt | #csforum13
brand
beliefs interests values products
audience
meta
data
it all starts with metadata.
@hawkt | #csforum13
metadata is what your brand and
your audience have in common.
@hawkt | #csforum13
???
drivers
jockeys
automobiles
horse races
efficient dynamics
@hawkt | #csforum13
the joy of driving.
@hawkt | #csforum13
shared metadata -->
@hawkt | #csforum13
shared interests -->
@hawkt | #csforum13
unifying themes
@hawkt | #csforum13
unifying themes should
drive your content.
@hawkt | #csforum13
metadata should guide content
creation, curation and cultivation.
@hawkt | #csforum13
create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party co...
text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infogr...
original
material
created or
commissioned
by a brand
curate
social
feeds
cultivated
UGC
licensed
content
sponsored
content...
to cultivate those interests...
@hawkt | #csforum13
1) listen to your audience.
@hawkt | #csforum13
it lets them know you care,
@hawkt | #csforum13
and your personal attention
is their exclusive reward.
@hawkt | #csforum13
2) reach them where they live.
@hawkt | #csforum13
show them you understand...
@hawkt | #csforum13
what they do with their time...
@hawkt | #csforum13
and where they spend it.
@hawkt | #csforum13
3) make interesting content.
@hawkt | #csforum13
it creates lasting connections.
@hawkt | #csforum13
THREE:
What Keeps Us Connected?
short answer:
@hawkt | #csforum13
topics that excite and engage us.
@hawkt | #csforum13
ME
@hawkt | #csforum13
@hawkt | #csforum13
MUSIC
@hawkt | #csforum13
HUMOR
@hawkt | #csforum13
SPORTS
@hawkt | #csforum13
FASHION
@hawkt | #csforum13
SCREENS
@hawkt | #csforum13
NEWS
@hawkt | #csforum13
FOUR:
Why Journalism?
short answer:
@hawkt | #csforum13
“i should’ve known better.
you’re...in advertising.”
we’re dying over here.
@hawkt | #csforum13
“we” meaning advertising.
@hawkt | #csforum13
also journalism.
@hawkt | #csforum13
there are lots of ways
we can help each other.
@hawkt | #csforum13
and plenty of reasons
we why we should.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
three main reasons
come to mind.
@hawkt | #csforum13
1) banner ads are hurting.
@hawkt | #csforum13
the banner ad has been
unchanged for 18 years.*
source: https://medium.com/digital-advertising/ad94724dfff7
@hawkt | #csfor...
there are still innovators
in the banner ad space...
@hawkt | #csforum13
but in terms of engagement,
the numbers don’t lie.
@hawkt | #csforum13
source: media mind
@hawkt | #csforum13
2) native ads are starting to thrive.
@hawkt | #csforum13
potential for profit here is big.
@hawkt | #csforum13
$40k-1mm per unit* big.
*This is the price range for a piece of Huffington Post Partner Studio original content. Other rates...
in 2012, 10% of forbes’ revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-c...
3) everyone wants credibility.
@hawkt | #csforum13
@hawkt
al giordano,
journo / rebel / mentor
@hawkt | #csforum13
back in the day, journalists
were paragons of credibility.
@hawkt | #csforum13
we can learn from them.
@hawkt | #csforum13
and vice versa.
@hawkt | #csforum13
if we’re sure we want to go there.
@hawkt | #csforum13
FIVE:
Should We Even Go There?
short answer:
@hawkt | #csforum13
yes.
@hawkt | #csforum13
we have the opportunity to do
truly groundbreaking work.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
there are a few things we’ll
need to do to get there.
@hawkt | #csforum13
1) think like a publisher.
@hawkt | #csforum13
craft a clear editorial direction...
@hawkt | #csforum13
with ethical guidelines...
@hawkt | #csforum13
room for diverse views...
@hawkt | #csforum13
a focus on broad issues...
@hawkt | #csforum13
and an emphasis on the topics,
not the brand.
@hawkt | #csforum13
2) understand the environment.
@hawkt | #csforum13
“no journalist would have to write this
piece of ad content about a brand
and then write a news story
about the same compa...
great, but....
@hawkt | #csforum13
67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.peop...
75% believe news
is often influenced*
source: pew research center for the people + the press, august 2013.
http://www.peopl...
76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-p...
truth be told, there is some bias...
@hawkt | #csforum13
animal + mother
@hawkt | #csforum13
vice + wpp
@hawkt | #csforum13
huffington post + digitas
@hawkt | #csforum13
buzzfeed + vayner
@hawkt | #csforum13
and this is just the beginning.
@hawkt | #csforum13
it all comes down to the story.
@hawkt | #csforum13
3) serve the story, not the brand.
@hawkt | #csforum13
lose trust, lose credibility.
@hawkt | #csforum13
no credibility, no audience.
@hawkt | #csforum13
no audience, no breakthroughs.
@hawkt | #csforum13
SIX:
Who’s Breaking Through?
short answer:
@hawkt | #csforum13
the intrepid explorers among us.
@hawkt | #csforum13
EDITORIAL
@hawkt | #csforum13
OK THEN
Where Were We?
IMAGERY
@hawkt | #csforum13
VIDEO
@hawkt | #csforum13
OK THEN
Where Were We?
MULTIMEDIA
@hawkt | #csforum13
SEVEN:
Where Does Content Strategy Fit In?
short answer:
@hawkt | #csforum13
we are the foundation.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
“content strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.”
-@gigigriffis
so...
if you want native advertising
to work, you have to plan for it.
@hawkt | #csforum13
1) establish clear goals (and KPIs).
@hawkt | #csforum13
2) get exec-level buyoff.
@hawkt | #csforum13
3) build a publishing model.
@hawkt | #csforum13
organize team:
publisher
editor-in-
chief
culture
editor
features
editor
public
editor
managing
editor
creative
editor
con...
build processes:
@hawkt | #csforum13
source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope
cope:
@hawkt | #csforum13
4) promote, promote, promote.
@hawkt | #csforum13
5) measure and modify.
@hawkt | #csforum13
source: http://stdout.be/2013/08/26/cargo-cult-analytics/
If you want to make big data work, you have to be really specifi...
TL;DR
Is Native Advertising Broken?
short answer:
@hawkt | #csforum13
no.
@hawkt | #csforum13
we’re just breaking it in.
@hawkt | #csforum13
to get where we need to be,
keep these things in mind:
@hawkt | #csforum13
1) be intrepid.
@hawkt | #csforum13
2) respect your audience.
@hawkt | #csforum13
3) share their passion.
@hawkt | #csforum13
4) keep church and state separate.
@hawkt | #csforum13
5) take calculated risks.
@hawkt | #csforum13
6) learn from mistakes.
@hawkt | #csforum13
7) plan on breaking things.
@hawkt | #csforum13
do this and
you might make headlines.
@hawkt | #csforum13
but above all else, do it
because it’s your passion.
@hawkt | #csforum13
hawk thompson
@hawkt | #csforum13
razorfish.com
hawkthompson.com
hawkt.com
@hawkt
THANKS!
@hawkt | #csforum13
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
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Breaking: How Native Advertising Makes Headlines
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Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
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Breaking: How Native Advertising Makes Headlines
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Breaking: How Native Advertising Makes Headlines
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Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
Breaking: How Native Advertising Makes Headlines
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My cs forum talk about how native advertising, content marketing, journalism and content strategy can help each other.

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Transcript of "Breaking: How Native Advertising Makes Headlines"

  1. 1. BREAKING: How Native Advertising Makes Headlines @hawkt | #csforum13
  2. 2. NATIVE ADVERTISING. @hawkt | #csforum13
  3. 3. AKA SPONSOR BRANDED ADVERTORIAL STEALTH MARKETING CONTENT. @hawkt | #csforum13
  4. 4. everybody’s talking about it. @hawkt | #csforum13
  5. 5. everybody defines it differently. @hawkt | #csforum13
  6. 6. nobody knows why. @hawkt | #csforum13
  7. 7. but we *do* know one thing: @hawkt | #csforum13
  8. 8. native advertising is is breaking news. @hawkt | #csforum13
  9. 9. (also possibly advertising.) @hawkt | #csforum13
  10. 10. it’s cool, though: @hawkt | #csforum13
  11. 11. sometimes breaking things can be a good thing. @hawkt | #csforum13
  12. 12. so let’s crystallize our definition of native advertising... @hawkt | #csforum13
  13. 13. then we can break it and see what we can make with the pieces. @hawkt | #csforum13
  14. 14. BUT FIRST... Who Am I? @hawkt | #csforum13
  15. 15. hawk thompson @hawkt | #csforum13
  16. 16. @hawkt al giordano, journalist / mentor @hawkt | #csforum13
  17. 17. editorial associate @hawkt | #csforum13
  18. 18. valley advocate @hawkt | #csforum13
  19. 19. sr. content strategist @hawkt | #csforum13
  20. 20. razorfish.com @hawkt | #csforum13
  21. 21. content director @hawkt | #csforum13
  22. 22. hawkthompson.com @hawkt | #csforum13
  23. 23. content generalist @hawkt | #csforum13
  24. 24. hawkt.com @hawkt | #csforum13
  25. 25. content whisperer @hawkt | #csforum13
  26. 26. @hawkt @hawkt | #csforum13
  27. 27. OK... Where Were We? @hawkt | #csforum13
  28. 28. ONE: What Is Native Advertising?
  29. 29. the short answer: @hawkt | #csforum13
  30. 30. let’s start with a definition. @hawkt | #csforum13
  31. 31. native advertising (n.): content marketing designed to belong in the environment of its audience. @hawkt | #csforum13
  32. 32. belong. @hawkt | #csforum13
  33. 33. the nitty gritty: @hawkt | #csforum13
  34. 34. it’s not all black and white. @hawkt | #csforum13
  35. 35. native advertising is like the wild wild west... @hawkt | #csforum13
  36. 36. a largely unexplored frontier... @hawkt | #csforum13
  37. 37. full of intrepid explorers... @hawkt | #csforum13
  38. 38. scheming prospectors... @hawkt | #csforum13
  39. 39. ...and potential trainwrecks. @hawkt | #csforum13
  40. 40. but it also has the potential to be pretty f*cking awesome. @hawkt | #csforum13
  41. 41. *
  42. 42. it’s all depends on how you approach it. @hawkt | #csforum13
  43. 43. before we can understand native advertising... @hawkt | #csforum13
  44. 44. we need to understand content marketing. @hawkt | #csforum13
  45. 45. content marketing (n.): a way of connecting brands with audiences on their own terms via shared interests. @hawkt | #csforum13
  46. 46. types of content marketing: brand content sponsored content advertorials brand journalism native advertising @hawkt | #csforum13
  47. 47. native advertising (n.): content marketing designed to be loathed in the environment of its audience. @hawkt | #csforum13
  48. 48. native advertising (n.): content marketing designed to belong in the environment of its audience. @hawkt | #csforum13
  49. 49. ?!? @hawkt | #csforum13
  50. 50. sooo basically... @hawkt | #csforum13
  51. 51. @hawkt | #csforum13
  52. 52. + @hawkt | #csforum13
  53. 53. + @hawkt | #csforum13
  54. 54. = @hawkt | #csforum13
  55. 55. BOOM. @hawkt | #csforum13
  56. 56. NATIVE ADVERTISING. @hawkt | #csforum13
  57. 57. easy breezy. @hawkt | #csforum13
  58. 58. not so much. @hawkt | #csforum13
  59. 59. but there are *tremendous* opportunities in this space... @hawkt | #csforum13
  60. 60. ...for the intrepid explorers among us. @hawkt | #csforum13
  61. 61. TWO: How Should We Approach It?
  62. 62. short answer: @hawkt | #csforum13
  63. 63. @hawkt | #csforum13
  64. 64. not like this. @hawkt | #csforum13
  65. 65. content marketing isn’t hunting. @hawkt | #csforum13
  66. 66. native advertising doesn’t “capture” audiences. @hawkt | #csforum13
  67. 67. we hunt for shared interests. @hawkt | #csforum13
  68. 68. then we captivate audiences. @hawkt | #csforum13
  69. 69. the nitty gritty: @hawkt | #csforum13
  70. 70. this is how we do it. @hawkt | #csforum13
  71. 71. brand beliefs interests values products audience meta data it all starts with metadata. @hawkt | #csforum13
  72. 72. metadata is what your brand and your audience have in common. @hawkt | #csforum13
  73. 73. ???
  74. 74. drivers jockeys automobiles horse races efficient dynamics @hawkt | #csforum13
  75. 75. the joy of driving. @hawkt | #csforum13
  76. 76. shared metadata --> @hawkt | #csforum13
  77. 77. shared interests --> @hawkt | #csforum13
  78. 78. unifying themes @hawkt | #csforum13
  79. 79. unifying themes should drive your content. @hawkt | #csforum13
  80. 80. metadata should guide content creation, curation and cultivation. @hawkt | #csforum13
  81. 81. create curate cultivate content marketing editorial-quality text, images and video relevant, contextualized third-party content user-generated content: comments, reviews, posts, images, video, etc. source: gartner, february 2013. the three “Cs” of content marketing @hawkt | #csforum13
  82. 82. text articles, interviews, blog posts, whitepapers, case studies create imagery video multimedia feeds photography, infographics, sketchnotes interviews, demos, behind-the-scenes, webisodes “snowfall”-style immersive rich media experiences curated content via partners and social media platforms @hawkt | #csforum13
  83. 83. original material created or commissioned by a brand curate social feeds cultivated UGC licensed content sponsored content twitter, facebook, instagram, vine, tumblr, blogs, etc. content your audience shares (submissions, uploads, tags) news feeds of specific content (licensed or full use) third-party content underwritten for paid placement @hawkt | #csforum13 source: gartner, february 2013.
  84. 84. to cultivate those interests... @hawkt | #csforum13
  85. 85. 1) listen to your audience. @hawkt | #csforum13
  86. 86. it lets them know you care, @hawkt | #csforum13
  87. 87. and your personal attention is their exclusive reward. @hawkt | #csforum13
  88. 88. 2) reach them where they live. @hawkt | #csforum13
  89. 89. show them you understand... @hawkt | #csforum13
  90. 90. what they do with their time... @hawkt | #csforum13
  91. 91. and where they spend it. @hawkt | #csforum13
  92. 92. 3) make interesting content. @hawkt | #csforum13
  93. 93. it creates lasting connections. @hawkt | #csforum13
  94. 94. THREE: What Keeps Us Connected?
  95. 95. short answer: @hawkt | #csforum13
  96. 96. topics that excite and engage us. @hawkt | #csforum13
  97. 97. ME @hawkt | #csforum13
  98. 98. @hawkt | #csforum13
  99. 99. MUSIC @hawkt | #csforum13
  100. 100. HUMOR @hawkt | #csforum13
  101. 101. SPORTS @hawkt | #csforum13
  102. 102. FASHION @hawkt | #csforum13
  103. 103. SCREENS @hawkt | #csforum13
  104. 104. NEWS @hawkt | #csforum13
  105. 105. FOUR: Why Journalism?
  106. 106. short answer: @hawkt | #csforum13
  107. 107. “i should’ve known better. you’re...in advertising.”
  108. 108. we’re dying over here. @hawkt | #csforum13
  109. 109. “we” meaning advertising. @hawkt | #csforum13
  110. 110. also journalism. @hawkt | #csforum13
  111. 111. there are lots of ways we can help each other. @hawkt | #csforum13
  112. 112. and plenty of reasons we why we should. @hawkt | #csforum13
  113. 113. the nitty gritty: @hawkt | #csforum13
  114. 114. three main reasons come to mind. @hawkt | #csforum13
  115. 115. 1) banner ads are hurting. @hawkt | #csforum13
  116. 116. the banner ad has been unchanged for 18 years.* source: https://medium.com/digital-advertising/ad94724dfff7 @hawkt | #csforum13
  117. 117. there are still innovators in the banner ad space... @hawkt | #csforum13
  118. 118. but in terms of engagement, the numbers don’t lie. @hawkt | #csforum13
  119. 119. source: media mind @hawkt | #csforum13
  120. 120. 2) native ads are starting to thrive. @hawkt | #csforum13
  121. 121. potential for profit here is big. @hawkt | #csforum13
  122. 122. $40k-1mm per unit* big. *This is the price range for a piece of Huffington Post Partner Studio original content. Other rates may vary, obvs. (source: http://digiday.com/publishers/huffington-post-branded-conten/) @hawkt | #csforum13
  123. 123. in 2012, 10% of forbes’ revenue came from native advertising. (source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341) @hawkt | #csforum13
  124. 124. 3) everyone wants credibility. @hawkt | #csforum13
  125. 125. @hawkt al giordano, journo / rebel / mentor @hawkt | #csforum13
  126. 126. back in the day, journalists were paragons of credibility. @hawkt | #csforum13
  127. 127. we can learn from them. @hawkt | #csforum13
  128. 128. and vice versa. @hawkt | #csforum13
  129. 129. if we’re sure we want to go there. @hawkt | #csforum13
  130. 130. FIVE: Should We Even Go There?
  131. 131. short answer: @hawkt | #csforum13
  132. 132. yes. @hawkt | #csforum13
  133. 133. we have the opportunity to do truly groundbreaking work. @hawkt | #csforum13
  134. 134. the nitty gritty: @hawkt | #csforum13
  135. 135. there are a few things we’ll need to do to get there. @hawkt | #csforum13
  136. 136. 1) think like a publisher. @hawkt | #csforum13
  137. 137. craft a clear editorial direction... @hawkt | #csforum13
  138. 138. with ethical guidelines... @hawkt | #csforum13
  139. 139. room for diverse views... @hawkt | #csforum13
  140. 140. a focus on broad issues... @hawkt | #csforum13
  141. 141. and an emphasis on the topics, not the brand. @hawkt | #csforum13
  142. 142. 2) understand the environment. @hawkt | #csforum13
  143. 143. “no journalist would have to write this piece of ad content about a brand and then write a news story about the same company.” -jonathan perelman, buzzfeed vp of agency + strategy @hawkt | #csforum13
  144. 144. great, but.... @hawkt | #csforum13
  145. 145. 67% believe news is often inaccurate* source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/ @hawkt | #csforum13
  146. 146. 75% believe news is often influenced* source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/ @hawkt | #csforum13
  147. 147. 76% believe news is often biased* source: pew research center for the people + the press, august 2013. http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/ @hawkt | #csforum13
  148. 148. truth be told, there is some bias... @hawkt | #csforum13
  149. 149. animal + mother @hawkt | #csforum13
  150. 150. vice + wpp @hawkt | #csforum13
  151. 151. huffington post + digitas @hawkt | #csforum13
  152. 152. buzzfeed + vayner @hawkt | #csforum13
  153. 153. and this is just the beginning. @hawkt | #csforum13
  154. 154. it all comes down to the story. @hawkt | #csforum13
  155. 155. 3) serve the story, not the brand. @hawkt | #csforum13
  156. 156. lose trust, lose credibility. @hawkt | #csforum13
  157. 157. no credibility, no audience. @hawkt | #csforum13
  158. 158. no audience, no breakthroughs. @hawkt | #csforum13
  159. 159. SIX: Who’s Breaking Through?
  160. 160. short answer: @hawkt | #csforum13
  161. 161. the intrepid explorers among us. @hawkt | #csforum13
  162. 162. EDITORIAL @hawkt | #csforum13
  163. 163. OK THEN Where Were We?
  164. 164. IMAGERY @hawkt | #csforum13
  165. 165. VIDEO @hawkt | #csforum13
  166. 166. OK THEN Where Were We?
  167. 167. MULTIMEDIA @hawkt | #csforum13
  168. 168. SEVEN: Where Does Content Strategy Fit In?
  169. 169. short answer: @hawkt | #csforum13
  170. 170. we are the foundation. @hawkt | #csforum13
  171. 171. the nitty gritty: @hawkt | #csforum13
  172. 172. “content strategy is planning. content marketing is one tactic that might stem from your careful planning.” -@gigigriffis source: http://www.content-for-good.com/2013/08/13/the-difference-between-content-marketing-and-content-strategy/ @hawkt | #csforum13
  173. 173. if you want native advertising to work, you have to plan for it. @hawkt | #csforum13
  174. 174. 1) establish clear goals (and KPIs). @hawkt | #csforum13
  175. 175. 2) get exec-level buyoff. @hawkt | #csforum13
  176. 176. 3) build a publishing model. @hawkt | #csforum13
  177. 177. organize team: publisher editor-in- chief culture editor features editor public editor managing editor creative editor content strategy content acquisition @hawkt | #csforum13
  178. 178. build processes: @hawkt | #csforum13
  179. 179. source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope cope: @hawkt | #csforum13
  180. 180. 4) promote, promote, promote. @hawkt | #csforum13
  181. 181. 5) measure and modify. @hawkt | #csforum13
  182. 182. source: http://stdout.be/2013/08/26/cargo-cult-analytics/ If you want to make big data work, you have to be really specific about what you’re try “metrics are for doing.” -@stdbrouw @hawkt | #csforum13
  183. 183. TL;DR Is Native Advertising Broken?
  184. 184. short answer: @hawkt | #csforum13
  185. 185. no. @hawkt | #csforum13
  186. 186. we’re just breaking it in. @hawkt | #csforum13
  187. 187. to get where we need to be, keep these things in mind: @hawkt | #csforum13
  188. 188. 1) be intrepid. @hawkt | #csforum13
  189. 189. 2) respect your audience. @hawkt | #csforum13
  190. 190. 3) share their passion. @hawkt | #csforum13
  191. 191. 4) keep church and state separate. @hawkt | #csforum13
  192. 192. 5) take calculated risks. @hawkt | #csforum13
  193. 193. 6) learn from mistakes. @hawkt | #csforum13
  194. 194. 7) plan on breaking things. @hawkt | #csforum13
  195. 195. do this and you might make headlines. @hawkt | #csforum13
  196. 196. but above all else, do it because it’s your passion. @hawkt | #csforum13
  197. 197. hawk thompson @hawkt | #csforum13 razorfish.com hawkthompson.com hawkt.com @hawkt
  198. 198. THANKS! @hawkt | #csforum13
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