Breaking: How Native Advertising Makes Headlines
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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.

My cs forum talk about how native advertising, content marketing, journalism and content strategy can help each other.

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  • excellent
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  • Bravo! Quite enjoyable and well done. Thank you.
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  • hi there, i really like this; it's a little complicated for me, though? and long? is there a link, blog, somewhere else that you've written an article about this? would be great to see.. thanks! michelle
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  • @rekhaswn much appreciated, thanks
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    Breaking: How Native Advertising Makes Headlines Breaking: How Native Advertising Makes Headlines Presentation Transcript

    • 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 | #csforum13
    • types of content marketing: brand content sponsored content advertorials brand journalism native advertising @hawkt | #csforum13
    • 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 content user-generated content: comments, reviews, posts, images, video, etc. source: gartner, february 2013. the three “Cs” of content marketing @hawkt | #csforum13
    • 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
    • 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.
    • 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 | #csforum13
    • 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 may vary, obvs. (source: http://digiday.com/publishers/huffington-post-branded-conten/) @hawkt | #csforum13
    • 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
    • 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 company.” -jonathan perelman, buzzfeed vp of agency + strategy @hawkt | #csforum13
    • great, but.... @hawkt | #csforum13
    • 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
    • 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
    • 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
    • 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 source: http://www.content-for-good.com/2013/08/13/the-difference-between-content-marketing-and-content-strategy/ @hawkt | #csforum13
    • 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 content strategy content acquisition @hawkt | #csforum13
    • 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 specific about what you’re try “metrics are for doing.” -@stdbrouw @hawkt | #csforum13
    • 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