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Keynote Presentation: Content Strategy for Engagement
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Keynote Presentation: Content Strategy for Engagement

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As Director of Public Relations for McDonald’s USA, Molly (@Molly_McDs) oversees the Public Relations strategy to support McDonald’s U.S. business and brand. She is responsible for developing and …

As Director of Public Relations for McDonald’s USA, Molly (@Molly_McDs) oversees the Public Relations strategy to support McDonald’s U.S. business and brand. She is responsible for developing and leading a strategic, measurable and integrated communications platform to effectively reach and engage defined audiences with McDonald’s story, business and brand actions.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

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  • Today I’m here to talk about Content Marketing and why it’s considered as one of the fastest-growing trends in digital.
  • Before getting into some of the trends we’re seeing, we felt it was important to first align around a common definition. Content marketing is the creation and distribution of content that’s of informational or entertainment value to consumers. Not self-promotional or overly salesy, but instead provides true value.
  • We conducted a survey in association with eConsultancy with over 1300 respondents and over 90% of brand and agency marketers claim content marketing will become more important for them in the coming year.
  • Content marketing isn’t about typical direct response results we’re used to seeing in digital. Content marketing allows for the opportunity to drive emotional impact and connectivity and harvest true top-of-funnel thought leadership..
  • But why? Why are brands so fascinated with the idea of content marketing? The answer is simple – it all comes down to trust. ----- Meeting Notes (11/20/12 14:58) -----Start on bottom of graph -- what people don't trustThen move to what is trusted - top of chart
  • Content Marketing is not a DR tool. Unlike search it doesn’t yield immediate conversions based on intent.It’s a top of funnel always on strategy that fundamentally changes the width and shape of the funnel. increase of BRAND parameters such as awareness, affinity and consideration. It helps position the brand as a thought leader in its space. When you provide good information or entertainment and get people to engage with your content, some of them will like it and share it – earning additional increase in brand and free earned media. Another benefit of an increase in social activity is SEO, as links from social network yield an increase in page rank, and with that – an additional increase in free traffic to the site. With increase branding comes also increase in direct searches, which is much cheaper from an SEM perspective. The increase in all of these parameters will yield an increase in engagement, registrations, followership and ultimately conversions – whether online or offline.
  • The Fourth reason is Social – So you got all these “Likes”… so now what? You have to share something with the audience. You have to bring something to the table. Something to talk about with this community that you built. That’s the reason many brands started to think much more seriously about the content they can and should create. Another important factor in regards to FB is the move from PAGES to TIMELINE which requires a change in focus from design to editorial. The timeline needs to “tell a story” and can’t just be a clutter of sweepstakes.But Sharing your content on social media is not scalable in terms of engagement and ROI – which is why Content Marketing takes your investment in content to the next level.
  • Thank you.
  • On all devices
  • Outbrain was founded in 2006. We have more than 100 employees in offices NYC, London, Israel, Paris, Hamburg, UK, France, Germany, Sweden, Mexico, Israel, Australia and Portugal and these regional offices help us better serve our clients.We’ve raised $64M to date. And this funding has enabled us to focus on refining our product and making it effective around the world.
  • Thanks Jon and thanks for having me … always happy to come back to Milwaukee and Marquette… You may be wondering why the PR girl from McDonald’s is at a digital marketing conference when my role is in public relations and much more in the earned media space … but as you all know, the lines are continuing to blur and become more gray … and at McDonald’s, were taking a much more integrated approach to our overall customer engagement and content marketing efforts.
  • It’s really the “new mix” of how we create and share content to reach our most important audiences …So you’ve learned from Jon about Outbrain and content marketing in general. He shared how content marketing is the creation and distribution of relevant and valuable content to attract, acquire and engage new consumers … and of course at McDonald’s, we’re always looking to bring in new customers while building loyalty with our biggest fans. So I’m going to walk through how we’re leveraging Outbrain, but before I do that, want to ground everyone in McDonald’s content engagement strategy …
  • Our engagement strategy focuses on these four key areas that I’m guessing are common in your plans as well : owned, earned, shared and paid …Going to focus today on how some of our shared and earned content is driving opportunity within the paid space and outbrain … and how together, we’ve been able to make a stronger impact in driving our brand and business … but want to start by sharing some new ways we’re looking at owned content at McDonald’s …
  • When I think of “owned”, I think of “channels” and advertising/creative … and for McDonald’s our owned channels continue to be important vehicles to share information and content- news, stories and information … and things we create like ads, images, videos, press materials and tweets …These channels also allow us to share content created by our biggest brand fans and advocates- something that gives us more credibility in today’s uber authenticity seeking millenial world … And while new channels and vehicles are always changing, we’re evolving in the content space to be more engaging, relevant and more sharable…. Want to share a recent example ….
  • And I figured I’d be in company the bacon lovers in Milwaukee … so here’s a look at “Your Daily Bacon” …To introduce and drive awareness for one of our new burgers … the Cheddar Bacon Onion or “CBO”, we really entered the content marketing space in a new way for us through a daily bacon-themed image series called “Your Daily Bacon” … Hitting on it’s pop-culture relevance and love, each image used bacon in an unusual hero spot within a timely setting … (and I apologize in advance for torturing you right before lunch) …
  • Our strategy included daily twitter release of new images; a posterous album updated daily; FB posts and content on our online social influentials community….We also pitched the content to relevant bloggers and lifestyle and foodie media … and seeded the content on sites such as Buzzfeed …
  • So here are a few examples of what ‘your daily bacon’ looked like …
  • And my personal favorite …. The bacon scarf – fashionable for fall!
  • Overall – big success for us- social mentions reached an estimated 3.5 milliion consumers, over 4,000 mentions of the content …
  • Some additional key learnings: Visual content is highly valued, and ultimately shared, with McDonald’s audiencesContent geared towards a wider audience garners higher engagement rate (worst performer was only relevant to those who are Scorpios)Consumer sentiment was exceedingly high – due to the focus on a pop-culturally relevant item and its out-of-the-box use Cross-channel promotion (specifically on visual channels such as Facebook and Pinterest) and paid media integration can significantly increase overall results and engagementImages tied to specific timely and socially relevant events outperformed (e.g. Movember & Halloween)
  • So that’s a little peak into some of the ways we’re looking in a fresh way at owned content … turning to “earned” content- most traditional in the PR space …In today’s world where consumers are increasingly skeptical of advertising and “corporations”, earned media continues to be more important than ever in engaging customers- and you’ll see how we’re leveraging Outbrain with our earned media in a minute …
  • These examples of positive earned media such as Jimmy Fallon tweeting his excitement for the Shamrock Shake or celebrity blogger Micah Jesse featuring a profile on Christina Milian enjoying our new Chicken McBites are great … and normally, we’d take these “placements” or “clips” as we used to say and put them in a nice measurement report to share with management.
  • But in today’s world and since everyone has a voice within the media space, shared channels are yet another way we can amplify our brand voice. Whether blog posts, tweets, comments, etc. shared channels are a way to create two-way dialogue, not just on our channels, but those of our fans, advocates, employees and customers … And within this shared space, the co-creation effect continues to grow. In fact, whether you’re a brand seeking customer co-creation on a new beverage, a new shoe, a new car … or if you’re a brand that isn’t seeking feedback – it doesn’t matter- your brand fans and your brand detractors are sharing your content … creating your content and the control you have decreases more and more …
  • … and while at McDonald’s we have many brand fans out there creating and sharing content …--- (and yes, someone got a massive McDonald’s tattoo on their back) …
  • … we’ve also seen how our brand can be dragged through the mud in the content space.Take this lovely McRib work of art someone created and has been sharing on our behalf …And I want to settle this once and for all. The McRib simply put … is made with 100% Pork meat, a seasoning blend, and a little water and is molded in a 3 dimensional fashion which gives it it’s very proprietary rib shape OK, I hope you can all sleep easier tonight….
  • Here’s another beautiful piece of content someone is sharing on our behalf on how supposedly Chicken McNuggets are made.This looks more like soft serve ice cream and is actually from a factory in China and has nothing to do with McDonald’s….
  • … and have no words for this ridiculousness …. I mean, really??? Seriously?But the truth is, this is content that is created and then spreads like wildfire online. And of course when it’s as edgy and untrue as this, it trends even faster …
  • We’ve been seeing more and more of this … and being able to share the “truth” and dispel these myths has become increasingly important.And one of the ways we’re seeing great traction in amplifying some of the truths and positives about our brand is in working with Outbrain (you were wondering how I was going to bring this all back, weren’t you?)Want to share a few examples …
  • Here you’ll see an earned placement about our “under 400 calories” menu …
  • … .and here about how we added the calorie counts to all menu boards across the country …. Again, things people aren’t thinking about McDonald’s for …
  • With our new Fish McBites launch, we saw great success in seeding this very positive earned placement on Outbrain which spoke to the great taste, solid nutrition profile and how 100% of our fish is sustainability sourced …. This is a true testament to changing perceptions about our brand and getting a lot more eyes on this great third party opinion about McDonald’s …
  • And we’re also using Outbrain to share content that makes McDonald’s more relevant … here’s a recent example of Joe Flacco celebrating his HUGE new NFL contract at Mickey-D’s.
  • With just a few seeding opportunities with Outbrain in 2012, we were able to amplify our earned media by almost 10%. With a more full court press this year and ongoing engagement planned, I know we can take this to a new level.It’s an exciting space and great to see new opportunities and tools that work together in the earned, owned, shared and paid space. Thanks so much and think we have a few minutes for questions …
  • This page was put here by our legal team. Your welcome, Michael.
  • Transcript

    • 1. Help readers discover the most interesting content
    • 2. Content marketing is thecreation and distribution of relevant and valuable content to attract, acquire and engage consumers.
    • 3. “Do you expect content marketing to becomemore or less important for your organization/clients over the next 12 months?” Source: Content Marketing Survey Report 2012, eConsultancy
    • 4. “Content marketing is key tocreating an emotional 83%connection with customers.” “Content marketing is more74% effective than advertising for customer engagement.” Source: Content Marketing Survey Report 2012, eConsultancy
    • 5. The Content Marketing Sphere of Influence Branding Action Social (Conversion) Content Marketing Direct SEO Search Benefits
    • 6. Outbrain?
    • 7. 300 75MILLION BILLIONUNIQUE VISITORS RECOMMENDATIONSEVERY MONTH*According to comScore, Oct 2012 PER MONTH
    • 8. We are here … AMSTERDAMSANFRANCISCO LONDON SWEDEN CHICAGO NEW YORK HAMBURG PORTUGAL ROME PARIS WASHINGTONDC MADRID TEL AVIV SINGAPORE BRAZIL SYDNEY
    • 9. McDonald’s &Outbrain Case Study
    • 10. OWNED EARNED those channels that McDonald’s traditional media relations as well as controls, such as McDonalds.com and engagement of bloggers and other printed materials in restaurants influencers who can carry the McDonald’s story through to their audiences SHARED PAID includes online search and displaysocial media and the channels for two-way advertising, broadcast media partnerships dialogue. Not just our channels, but or sponsorships that extend the reach of those of our spokespeople, our McDonalds’ communication efforts and employees and our fans activations
    • 11. OWNED those channels that McDonald’s1 million followers controls, such as McDonalds.com and 625 social influential printed materials in restaurants members 27+ million fans
    • 12. Your Daily Bacon
    • 13. Content Distribution Social Media Pitching Seeding• Daily Twitter release of • Relevant blogger pitching Grassroot seeding on sites such new images offering CBO coupons for as Buzzfeed• Posterous album updated readers and access to daily with new image content• Facebook post showcasing • Media pitching with one image driving to follow focusing on content @McDonalds for more• Family Arches post showcasing content
    • 14. Your Daily Bacon “Wishing all“Nothing says fall Scorpios a savory “Retweet this iflike tossing the old you think thesepigskin around zodiac birthday #CBO” bacon mustaches#CBO” are trendy #CBO”
    • 15. Your Daily Bacon““Turn heads this “No matter which “Look out for a party youfall season with a spooky full moonBacon Scarf. RT if support, exercise tonight #CBO” your right to voteyou’d wear it!#CBO #CBO”
    • 16. Overall Results Best Performing Image Social mentions Turn heads this fall season with a Bacon Scarf. RT if you’d4,152 mentions of reached an wear it! #CBO“Your Daily Bacon” estimated 3.59 507 retweets content million consumers 107 favorites Buzzfeed social lift Huffington Post of 49x with 286 spotlight with image Worst Performingsocial views and 292 gallery garnering 36 Image total views million impressions Wishing all Scorpios a savory zodiac birthday #CBO 29 retweets 23 favorites
    • 17. Learnings• Visual content is highly valued, and ultimately shared, with McDonald’s audiences• Content geared towards a wider audience garners higher engagement rate (worst performer was only relevant to those who are Scorpios)• Consumer sentiment was exceedingly high – due to the focus on a pop-culturally relevant item and its out-of-the-box use• Cross-channel promotion (specifically on visual channels such as Facebook and Pinterest) and paid media integration can significantly increase overall results and engagement• Images tied to specific timely and socially relevant events outperformed (e.g. Movember & Halloween)
    • 18. EARNED traditional media relations as well as engagement of bloggers and otherinfluencers who can carry the McDonald’s story through to their audiences
    • 19. SHAREDsocial media and the channels for two- way dialogue. Not just our channels, but those of our spokespeople, our employees and our fans
    • 20. Thanks! http://blog.outbrain.comFollow us on Twitter: @Outbrain
    • 21. Confidential: Not for distribution• THIS DOCUMENT HAS BEEN PREPARED SOLELY FOR, AND IS BEING DELIVERED ON A CONFIDENTIAL BASIS TO, PROSPECTIVE BUSINESS PARTNERS OF OUTBRAIN INC. (THE “COMPANY”). ANY REPRODUCTION OR DISTRIBUTION OF THIS PRESENTATION, IN WHOLE OR IN PART, OR THE DISCLOSURE OF ITS CONTENTS, WITHOUT THE PRIOR WRITTEN CONSENT OF THE COMPANY, IS STRICTLY PROHIBITED. BY ACCEPTING, OPENING AND/OR REVIEWING THIS DOCUMENT, YOU ACKNOWLEDGE THE CONFIDENTIAL NATURE OF THE INFORMATION CONTAINED IN THIS DOCUMENT, AND AGREE NOT TO REPRODUCE OR DISTRIBUTE THIS DOCUMENT OR ANY INFORMATION CONTAINED HEREIN.• THIS PRESENTATION INCLUDES CERTAIN STATEMENTS, ESTIMATES AND PROJECTIONS OF THE COMPANY WITH RESPECT TO THE ANTICIPATED FUTURE BUSINESS AND PERFORMANCE OF THE COMPANY, SUCH STATEMENTS, ESTIMATES AND PROJECTIONS REFLECT VARIOUS ASSUMPTIONS OF MANAGEMENT, WHICH ASSUMPTIONS MAY OR MAY NOT PROVE TO BE CORRECT. CERTAIN INFORMATION PRESENTED IN THIS PRESENTATION CONSTITUTES “FORWARD-LOOKING STATEMENTS” WHICH CAN BE IDENTIFIED BY THE USE OF FORWARD-LOOKING TERMINOLOGY SUCH AS “MAY,” “EXPECT,” “BELIEVE,” “ANTICIPATE,” “ESTIMATE,” “PLAN,” OR “CONTINUE,” OR THE NEGATIVE THEREOF OR OTHER VARIATIONS THEREON OR COMPARABLE TERMINOLOGY. SUCH FORWARD-LOOKING STATEMENTS REPRESENT THE SUBJECTIVE VIEWS OF THE MANAGEMENT OF THE COMPANY AND MANAGEMENT’S CURRENT ESTIMATES OF FUTURE PERFORMANCE ARE BASED ON ASSUMPTIONS WHICH MANAGEMENT BELIEVES ARE REASONABLE BUT WHICH MAY OR MAY NOT PROVE TO BE CORRECT. THERE CAN BE NO ASSURANCE THAT MANAGEMENT’S VIEWS ARE ACCURATE OR THAT MANAGEMENT’S ESTIMATES WILL BE REALIZED, AND NOTHING CONTAINED HEREIN IS OR SHOULD BE RELIED ON AS A PROMISE AS TO THE FUTURE PERFORMANCE OR CONDITION OF THE COMPANY. STRICTLY CONFIDENTIAL: NOT FOR 38 DISTRIBUTION

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