Real-Time Content Marketingin a Connected WorldAn iCrossing Webinar featuring Forrester Research, Inc.November 8, 2012 | N...
With you today                                                                  #iCRealTime                               ...
Providing real-time marketingcontent to the digital consumer
How to reach 1930s housewives with P&G products?Solution: Radio show “The Guiding Light”.
Today’s challenge? People are nowconnected --To each other, to brands, and to places--More often and from more locations t...
The era of pervasive interactivity© 2012 Forrester Research, Inc. Reproduction Prohibited
7
*Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)  **Source: North American ...
Despite their connectivity, alwaysaddressable customers areharder to reach.
Why? Because:                            Ad-free paid content services are                            leaving fewer opport...
The Solution? Content which doesn’t     feel like marketing.               “Content Marketing delivers enough in-         ...
A 72 year long content marketing campaign.
A 112 year long content marketing campaign.
“People will swap something they value less for something they               value more. Both parties gain from the trade....
The 3 principles of content marketing:                            Value                            Choice                 ...
Value: “I get something from this”     Content should trigger at least one of Forrester’s “Four Fundamental Human     Need...
Value: “I get something from this”     Content should trigger at least one of Forrester’s “Four Fundamental Human     Need...
The 3 principles of content marketing:                            Value                            Choice                 ...
Choice: “I choose to interact with this”     Source: Wikipedia© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”     Source: Gawker Media© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”     Source: Hootsuite Blog© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:                            Value                            Choice                 ...
Relevancy “This is for ME, right now”     Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited   24
Relevancy “This is for ME, right now”     Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited   25
Relevancy “This is for ME, right now”     Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited   26
The 3 principles of content marketing:                            Value                            Choice                 ...
Real-Time Content Marketing  in a Connected World of      Search and Social
If you have a web site or any web               presence, then you are a publisherCOPYRIGHT ICROSSING / PROPRIETARY AND CO...
To build a connected brand with the always           addressable consumer, you need to           become a real-time conten...
Being a real-time content marketer means being     always present with useful and engaging   content for the always addres...
Elements of Real-Time Content Marketing            • An organizational shifts from passive to real-time              engag...
Real-time content marketing requires           brands to harness the power of              search, social, and contentCOPY...
The always addressable consumer is already        comfortably using search and social to find                 you and talk...
So why not share useful and engaging            content wherever the always addressable           consumer is finding and ...
Real-Time Content Marketing – Example 1COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   36
Real-Time Content Marketing – Example 2COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   37
Real-Time Content Marketing – Example 3COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   38
How to get started
Key considerations            • Reevaluate your existing program            • Prepare for a real-time presence            ...
Thank you              COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIALCopyright iCrossing - Proprietary and Confidentia...
#iCRealTime                          Q&AStay Connected with iCrossing    Find out more at www.icrossing.com        Call us...
Thank you              Rob Garner         VP, Strategy, iCrossing     Rob.Garner@icrossing.com             www.icrossing.c...
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Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar

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About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to be present wherever and whenever they do comparison shopping on search, or when they ask you a question on Twitter. And increasingly consumers are combining search and social to learn about brands and share their opinions with each other.

On November 8, 2012, Rob Garner, VP, Strategy, iCrossing, was joined by Forrester analyst Darika Ahrens, for a webinar that showed you how to make your brand relevant 24/7 by providing real-time marketing content to the digital consumer.

The webinar included insights from a new book by Rob Garner – Search and Social: the Definitive Guide to Real-Time Content Marketing – to show you how you can harness the value of search and social to build a connected brand in the age of the empowered consumer.

Find out more: http://www.icrossing.com/wiley-announces-search-and-social-the-definitive-guide-to-real-time-content-marketing

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Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar

  1. 1. Real-Time Content Marketingin a Connected WorldAn iCrossing Webinar featuring Forrester Research, Inc.November 8, 2012 | Noon ET
  2. 2. With you today #iCRealTime Rob Garner Vice President, Strategy, iCrossing @RobGarner Darika Ahrens Analyst, Forrester Research, Inc. @DarikaCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  3. 3. Providing real-time marketingcontent to the digital consumer
  4. 4. How to reach 1930s housewives with P&G products?Solution: Radio show “The Guiding Light”.
  5. 5. Today’s challenge? People are nowconnected --To each other, to brands, and to places--More often and from more locations than everbefore
  6. 6. The era of pervasive interactivity© 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. 7
  8. 8. *Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada) **Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
  9. 9. Despite their connectivity, alwaysaddressable customers areharder to reach.
  10. 10. Why? Because: Ad-free paid content services are leaving fewer opportunities for “pure” advertising Consumers expect content as well as quality, value, and customer service for brand differentiation and loyalty. Digital is at the centre of their world, traditional marketing is tuned out, and messaging needs relevancy.© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. The Solution? Content which doesn’t feel like marketing. “Content Marketing delivers enough in- built value that it does not feel like marketing.”© 2012 Forrester Research, Inc. Reproduction Prohibited
  12. 12. A 72 year long content marketing campaign.
  13. 13. A 112 year long content marketing campaign.
  14. 14. “People will swap something they value less for something they value more. Both parties gain from the trade.” Value BRAND exchange© 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Source: February 2010 “What People Really Need”© 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Human Need: Purpose: Create content Example: which is: Comfort Reduce stress & Useful - “How To” guides complexity. Helping - Retailer apps like Informing Tesco, Argos, etc. Connection Feel connected to Moving - Kony, Old Spice other people, part This is also where - Nike+ of something. virality comes from Variety Stimulate the brain, Entertaining - Tippex “Hunter keeps us engaged. Surprising shoots a bear” - P&G Soap operas Uniqueness Makes us feel Inspiring - Intel Museum of special. Exclusive Me Rewarding - Burberry Art of the Trench Source: “Vision: The Content Marketing Playbook” due to be published November 2012© 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. Choice: “I choose to interact with this” Source: Wikipedia© 2012 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Choice: “I choose to interact with this” Source: Gawker Media© 2012 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Choice: “I choose to interact with this” Source: Hootsuite Blog© 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Choice: “I choose to interact with this”© 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Relevancy “This is for ME, right now” Source: We Are Social© 2012 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. The 3 principles of content marketing: Value Choice Relevancy© 2012 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. Real-Time Content Marketing in a Connected World of Search and Social
  29. 29. If you have a web site or any web presence, then you are a publisherCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  30. 30. To build a connected brand with the always addressable consumer, you need to become a real-time content marketerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  31. 31. Being a real-time content marketer means being always present with useful and engaging content for the always addressable consumerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  32. 32. Elements of Real-Time Content Marketing • An organizational shifts from passive to real-time engagement • A redefining of audience • A redefining of brand to include the audience • A greater commitment to sincerity • A reworking of the definition of social media to become more inclusive of search principles • A redefinition of the word publishing • A commitment to being a “marketer as media publisher”COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  33. 33. Real-time content marketing requires brands to harness the power of search, social, and contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  34. 34. The always addressable consumer is already comfortably using search and social to find you and talk about youCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34
  35. 35. So why not share useful and engaging content wherever the always addressable consumer is finding and talking about you?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35
  36. 36. Real-Time Content Marketing – Example 1COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
  37. 37. Real-Time Content Marketing – Example 2COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 37
  38. 38. Real-Time Content Marketing – Example 3COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
  39. 39. How to get started
  40. 40. Key considerations • Reevaluate your existing program • Prepare for a real-time presence • Identify gaps in audience targeting and content • Perform a technical audit • Perform a social audit • Determine how search, social, and content feed into each other, and provide attribution • Establish key metrics and benchmarksCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
  41. 41. Thank you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIALCopyright iCrossing - Proprietary and Confidential 41 41
  42. 42. #iCRealTime Q&AStay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Follow us at Twitter @icrossing and @thecontentlabBecome a fan at facebook.com/icrossing
  43. 43. Thank you Rob Garner VP, Strategy, iCrossing Rob.Garner@icrossing.com www.icrossing.com Darika AhrensAnalyst, Forrester Research, Inc. Dahrens@forrester.com www.forrester.com
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