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MobiU2011 Lecture: STRAT211 Mobile Content - Playboy
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  • I’d like to talk to 3 main points that I believe are all applicable to anyone trying to figure out how custom content can best serve their mobile marketing strategy
  • Goal: Incorporate brands’ messages into our content while still engaging our audience within the platform. Tailor our digital campaigns to the possibilities of new media and new platforms: videos, social media campaigns, Facebook campaigns Attempt to stay true to the legacy of the brand while striving to be as modern and cutting edge as possible
  • BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
  • BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
  • BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
  • BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
  • one step beyond. Critical of the pizza in three-foot letters on a news ticker in the middle of Times Square. I can see some brand managers breaking out in a cold sweat thinking of seeing that.
  • , that consumers have so many avenues to share their opinion about your product that you might as well encourage that exchange of information and make it work for you Admit you’re not perfect, find a way to show authenticity, and you can win more admirers than pretending to be perfect Speaking of bottle… Dos Equis – I don’t always drink beer, but when I do, I prefer Dos Equis
  • I come from a content background, and I think that gives a different perspective. You want to entertain and engage, you weren’t really trying to sell something So as branded entertainment has evolved, as content has become more a marketing tool, I still want to first and foremost engage the user Amazon has done an amazing job by putting your own recommendations in front of you, based on your buying history. iTunes does the same thing. You’re programming your own experience. Groupon and other social coupon sites give people value in the areas they like the best so people keep coming back.
  • I come from a content background, and I think that gives a different perspective. You want to entertain and engage, you weren’t really trying to sell something So as branded entertainment has evolved, as content has become more a marketing tool, I still want to first and foremost engage the user Amazon has done an amazing job by putting your own recommendations in front of you, based on your buying history. iTunes does the same thing. You’re programming your own experience. Groupon and other social coupon sites give people value in the areas they like the best so people keep coming back.
  • Cooking websites. People used to have hundreds of recipes in different cookbooks. Now, you can search any ingredients on the internet at a moment’s notice. But it also has to make sense for the medium. Internet: Recipes, booking travel, these are things you do at home. You don’t decide to travel on the spur of the moment and most people won’t study a recipe on the bus. So a travel booking website or recipe site will probably not benefit as greatly as others from adapting to mobile functionality. Where do consumers see your brand when a mobile phone would help them? At a grocery store > coupons, product information, an easy recipe along with the other ingredients to get at the store
  • Content needs to be there when you need it How many Groupons get wasted b/c you order it at your desk planning to use it and then let it sit Groupon Now is not going to get wasted, consumer friendly And these restaurants need to be open, the information needs to be accurate

MobiU2011 Lecture: STRAT211 Mobile Content - Playboy MobiU2011 Lecture: STRAT211 Mobile Content - Playboy Presentation Transcript

  • Presented by the Heartland Mobile Council Content and Mobile Marketing: We’re All in the Content Business Sam Jemielity, Director of Content, Playboy Print/Digital Group @samjemielity @playboy Event hashtag #MobiU2011
  • We’re All In the Content Business
    • An profile in a magazine, a TV show, a Super Bowl commercial, a branded Facebook page or mobile app—it’s all content.
    • How do we make the content we create achieve its goals on a new platform or a new medium, such as mobile
  • Content Across Different Platforms
    • Distribution – new platforms have new rules (be adaptable)
    • Content creation shift – from big companies to individuals (be open to it)
    • The principles of good content don’t change – regardless of platform, content has goals to achieve to be successful (be creative)
  • Content distribution - new platforms have new rules of engagement
    • Print (Monthly/Weekly)
    • Web (Daily/Hourly at home)
    • Social Media (Peer to Peer)
    • Mobile (24/7 Access)
  • Hard to let go of received wisdom
    • Print marketing to digital marketing
    • Print to online -- Many brands simply repeated what they did in print online with banner ads, static ads etc.
    • Surprisingly, even 15+ years into the Internet revolution, many brands still take that approach (and don’t think the iPad is going to save them)
  • Branded entertainment at Playboy Digital
    • Custom content in collaboration with brands like Sony, Axe, Bud Light
    • Adapt to new platforms
  • BAD TEACHER CAMPAIGN 2011
    • Sony’s Bad Teacher meets Playboy TV’s Badass
  • BAD TEACHER 2011
    • Playboy.com
    • The Smoking Jacket
    • Facebook
    • Twitter
  • BAD TEACHER 2011: Facebook
  • BAD TEACHER 2011: Twitter
  • BAD TEACHER 2011: The Smoking Jacket
  • Digital Landscape: Playmates are Brand Ambassadors
  • Content creation shift – from big companies to individuals
    • Reality TV
    • Internet
    • Mobile
    • Power has moved from the corporate content creator to the reader/viewer/surfer
  • Everyone is a Potential Brand Ambassador
    • Reader reviews
    • Peer-to-peer communications via Facebook, Twitter, mobile give power to the individual to express opinions like never before
    • Influencers
  • Authenticity Matters
    • Consumers connect to what’s real
    • Peer-to-peer
  • Marketing via the Individual
    • Dunkin Donuts campaign - Crowd-sourced its 60 th anniversary donut. You went to the Dunkin donuts website where you could pick various ingredients to make up your own donut using a Flash-based website. There were millions of possible combos and they got somewhere in the neighborhood of a million submissions. You could also share your concoction to your friends to get them to support it (Monkey See Monkey Donut)
  • The Risk Taker: Dominos
    • Dominos Pizza Tracker –Dominos takes customer comments via web, Facebook, and mobile app and posts them, even posting good and bad comments on a billboard in Times Square.
  • Genie is out of the bottle
    • Why have some marketers and brands moved this way?
    • Today’s consumer values authenticity and access from her/his favorite brands more than anything
    • Consumer wants to define the brand as what it means to her/him
  • Good content – the rules don’t change
    • The principles of creating good content don’t change, regardless of medium or platform
    • Understand your audience/consumer
    • Give your consumer something they want the way they want—ideally something they pass along to 10 friends
    • Entertainment, information, utility
  • Engagement/Value
    • Get your consumer interested, and keep them interested, or give them value, and you’ll succeed: entertainment, personalization, practicality
  • I want a viral video!
    • Don’t we all!
    • Video on the left done for Mortal Kombat (380K Youtube views since spring)
    • Video on the right done for pure editorial fun (78K Youtube views since Monday)
  • Accessible
    • Where you want it, when you want it
  • Timely and up-to-date
    • Timing matters with your audience
    • Content needs to be ready for you when you need it, and up-to-date
    • A mobile app that suggests a bar but the hours have changed. Don’t be overly ambitious because if you fall short, your consumer won’t forgive it
  • Good Content, Tailored to the Medium
    • Corning: A Day Made of Glass
    • Motivation doesn’t matter, length doesn’t matter
  • Content can be the marketing
    • Distribution –you have the consumer 24/7, they can interact immediately, wherever they are, how are you going to capitalize?
    • Content creation shift –your consumer can be your best marketer to their contacts, how will you leverage?
    • The principles of good content don’t change – entertain your consumers and give them value
  • APPENDIX: Mobile is one tool in the kit
    • Do brands cede control to the consumer? No.
    • Look for ways to leverage the power of the consumer is just another tool in your arsenal as you approach marketing campaigns.
    • Brilliant traditional campaigns orchestrated by a brand can still redefine and reinvigorate a product
    • Old Spice campaign -- changed that line of products from something associated with a much older demographic to a strong competitor in the field