#Mynewsnight Wi-fi access: Network - SH -Shoreditch house Password – 1decafcafe#Mynewsnight
James HerringOwnerTaylor Herring#Mynewsnight
Famous Publicity / Branded Content
Chasing print coverage is exhausting and here’s 3 reasons why…
videocontentaudiocontentReader VoteDebate/SocialInfographic
ContentStoriesPersonalityEngagementEndorsement££££££SELLS STUFFpackageswhich relays…promoting…which drives…and that...Why ...
Spoof News
Site Content
YouTube 13,000,000 Million views and counting
Media Coverage
UGC Daily, creative challenges
Embrace The Internet!Generation C
‘This is what the Internet is all about, people.A killer song, a stupid meme, a nostalgic throwbackto 2001, and, most impo...
Cat Video Technologist
@taylorherringprThank You…
Laura ChilversPR ManagerJohn Lewis#Mynewsnight
Content for social media channelsLaura Chilvers, PRManager, Corporate & Social Media
41What I’ll coverHow John Lewis uses content to create relationships with bloggersHow John Lewis structures its teams so t...
42A brief introAnnual resultsSeasonal events – Easter, Halloween, Christmas, Clearance etcNew shop openingsProduct launche...
How John Lewis structures its teams so that relevantand newsworthy content is promoted
How John Lewis uses content to create relationshipswith bloggers
45The launch of Somerset by Alice Temperley and our #askAlice campaign
46#askAlice208 participants for the partyReach of 4,257,012 impressions generated479 branded Tweets featuring the hashtag#...
How John Lewis promotes products on Twitterand how this makes sales
48@johnlewisretail
49#askourmums425 total number of click-throughs on linkstweeted (to site and jpegs)26 total number of retweets8 total numb...
50AW13 Fashion event41 tweets received27 uses of the hashtag17 journalist/blogger retweets (2 re-tweets from Wedding magaz...
51#snowmanjourneyA different location each day for one week, ending in all of our shops for theweekend.539 retweets in tot...
What content works best
53Newsworthy – like PR,there needs to be a story.Why would someone wantto read about this and clickthrough / share?Exclusi...
Questions?
Adam CranfieldChief Marketing OfficerMynewsdesk#Mynewsnight
Neil HendersonHead of Communications, Mastercard UK &Chris McCaffertyFounder, Kaper PR#Mynewsnight
©2013 MasterCard.Proprietary and ConfidentialMasterCard, The BRITs & ContentNeil Henderson, Head of Communications, Master...
©2013 MasterCard.Proprietary and Confidential• Unrivalled 90% awareness• Broadcast nationally to an audience bigger than e...
©2013 MasterCard.Proprietary and ConfidentialOur Challenge: To create a modernamplification campaign that excites &engages...
©2013 MasterCard.Proprietary and Confidential2012: Priceless DuetsGiving fans the chance to duet with JLS, EmeliSande, Lab...
©2013 MasterCard.Proprietary and ConfidentialYouthMusic ResearchAudience insight• Music usage amongst youth is complex:the...
©2013 MasterCard.Proprietary and Confidential2013: Priceless RemakesGiving fans the chance to remake theirfavourite star’s...
©2013 MasterCard.Proprietary and ConfidentialPRICELESS REMAKES – THE BRITs 2013• To continue the success of previous BRITs...
©2013 MasterCard.Proprietary and ConfidentialOur 2013 campaign gave fans the chance toWin a Priceless Remakewith their ult...
©2013 MasterCard.Proprietary and ConfidentialMultiple press executions, Time Out cover wrap and digital advertising led up...
©2013 MasterCard.Proprietary and Confidential• Play videoTHE RESULTSPage 67January 23, 2013
©2013 MasterCard.Proprietary and Confidential Page 68January 23, 2013FOUR KEY INSIGHTS FORCONTENT MARKETINGKeyinsightsStar...
©2013 MasterCard.Proprietary and ConfidentialThanks
#Mynewsnight Wi-fi access: Network - SH -Shoreditch house Password – 1decafcafe#Mynewsnight
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
Adam Cranfield's Content Wars Presentation
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Adam Cranfield's Content Wars Presentation

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  • A bit of an intro Good evening thanks very much Ben for inviting me alongTaylor Herring is a consumer PR agency, we’re based in Ladbroke Grove, employ 20 people and have been going for 10 yearsAnd our business is now 75% about about making content
  • Before I come on to talk about content I thought I’d quickly set the scene about why the c-word has become the buzzword of the comms industry. When I started out in PR most of the week was spent writing press releases, feeding them into fax machines and selling them in to newspapers.Everything was about print coverage In 2013 press releases, newspapers and indeed the humble fax machine are already on the road to extinction. Over the last decade Newspapers have been slowly maginalised by the arrival of other media on the scene – first came weekly magazine market, then 24hr rolling TV news, free newspapers and then the proliferation of online media. 
  • Alongside this we’ve had the explosion of social media – we began prioritising the sharing of cat videos [PIC} and photographs of our lunch [PIC] over in an in depth read of features pages.  
  • In terms of birthdays, these platforms are still kids > Facebook is 9 years old, YouTube is 8, Twitter is a 7 year old, Pinterest and Instagram are still in nappies and haven'teven their 3rd birthdays. Yet all these sites have all played their part in stories and attentions spans becoming significantly shorter. It surprises me how many companies still obsess over the value of a printed news story – crafting their corporate literature with little appreciation of the new world that’s growing up around them. Nobody ever shared articles that they found in print newspapers (except occasionally my Gran who would cut out and post me stories about unusually large vegetables from her local paper)
  •  No.1 There are way fewer reporters out there - because headcount has been slashed. No.2 Journalists who cover a single patch (like consumer affairs or business) are few and far between. And No.3 Because of declining revenue, the number of pages has shrunk, along with the size of the pages themselves.So as futile and exhausting as chasing print coverage may be - what’s going on online presents a huge amount of opportunities for coverage – far greater than we’ve ever had ever before 
  • Newspapers who, like the music industry before them, were hugely resistant to change are now furiously reinventing themselves.. When I checked the Daily Mail Online’s daily stats [PIC] at 5pm on Monday (when I was writing this) they had 16 Million articles viewed from the UK in the previous 8 hours.  Their global figures for the same period 32 Million.  Current newspaper circulation is still an impressive 1.7 Million – but he online figures are mind boggling. 75% of the Daily Telegraph’s output is now ‘purely digital’ and doesn’t appear in the newspaper at all.  They now publish 600 articles per day, which is 50% up on the output three years ago.  There will be an afternoon iPad edition, containing the stories that didn’t make the morning print ediiton. The Guardian has just launched Guardian Witness, specifically for user-generated content on stories the paper is covering. Content that wraps around traditional reporting. Editors are incentivising reporters with bonuses based on the number of pageviews and the social engagement that their articles generate.  The age of complacency is over. Papers are being kept on their toes by a new breed of sites like Huffington Post and Buzzfeed that favour curation and crowd-sourced content.  
  • In the new, post-print world editorial requirements have completely changed and evolved. And to win at this you need to think like more like a publisher and less like a PR Conventional news and features are of course still there – but the driver of page views and engagement comes from visual and digital content like pictures galleries, videos, infographics, audio content, online hang-outs and exclusive reader events.  And social interaction. When I was taken round the Daily Telegraph newsroom last year I asked their managing editor what was the biggest story of the week. ‘Shed’s’ he replied. They did a piece about sheds and suddenly dozens of people started sending in pictures of their sheds – they organised these into galleries and the traffic went crazy.’ 
  • In order to drive revenue publishers want the best possible content and they will be looking to PR’s to help them. So if you supply good Video content… they can stick theirs adverts on it – on a pre-roll  and if you give them a nice gallery of 12 images – that’s 12 page refreshes - each picture serving up a new ad with every click. In short - the way for PR’s to succeed is to pitch stories and content that result in more clicks.Who better to learn from when it comes to producing amazing content than Hollywood. 
  • So I’d like to show you how The Guardian handled the Skyfall launch.This is their homepage 007 takeoverSkyfall: First look Watch Daniel Craig back in action – a video clip provided by the PR companyListen now – what do think of Adele Skyfall theme – an audio clip provided by the PR company50 years of James Bond – loads of images provided by the PR companyViewer vote – driving sharing tweeting and interaction
  • So this is a fabulous interactive infographic – if you click a bond it pulls up tons of great statsLet’s click Roger Moore
  • So this slide is the only bit of regular powerpoint you’re going to get from me I’m afraid…
  • PR is a different job now PR’s have always filled pages and pages of content for newspapers and provided many hours of content for TV and radio. But that traditional role is now going to change forever. This largely due to the growth of so-called ‘owned media’ – and the fact that we now talk to customers directly. In order to talk to a growing generation that don't use media conventionally brands need to be part of the conversation in a social space. For most companies - there’s the website, the blog, the facebook page, twitter and linked in. Others will be using Google+, Pinterest and YouTube. A bespoke strategy for all of them is required. If you get the engagement piece right here – chances our your media campaign is going to work really well too..When people start sharing and liking your content on Facebook – you’ve really raised your game We’ve had to bin ‘press release speak’ find a tone of voice for the brand and have a normal conversation. In the same way that newsroom skills have become multimedia and social – the same thing will happen in our industry. Pretty soon there won’t be an online expert and PR expert in a comms team – it’ll become the same job. So it’s time to skill-up and quickly. PR’s are also going to need to become experts SEO – but that’s another whole story. 
  • The Social Generation The media and consumers know when they are being sold to. On social media - people reject conventional advertising – dismissing it as spam The objective has to be get people to talk about your brand in a different way and selling your product to a customer without 'selling' This is achieved via creative content that tells stories about the company in a dynamic and relevant way. Over the last few years we at Taylor Herring have slowly changed our business model – to focus on delivering content that does this… And so we have found ourselves…
  • Staging a hidden camera Opera in Waitrose for a pesto manufacturer Sacla
  • Hiring a team of sky writers to print fan’s tweets in the sky above the Ryder Cup for Paddy Power
  • Also for Paddy Power Putting a jockey on The Uffington Horse ahead of Cheltenham RacesAnd erecting a 100ft high statue of Roy The Redeemer on the White Cliffs of Dover
  • Building the world’s first amphibious ice cream van for Cadbury’s – and recruiting our driver via a Facebook job interview
  • Reimagining the portraits of historical figures via photoshop for TV channel Yesterday
  • I realise the irony here of showing you a page of print coverageAll of our projects, budget permitting, have inbuilt > slide shows, video galleries, easy to use research stats, infographics and an entertaining spokesperson.
  • We’ve learned to think like publisher…and we did this by launching an online comedy project The Poke.The site offers escapism from the daily grind - and features homemade stuff and hand-picked viral content from the internet We started it from scratch – using a WordPress template The site now delivers up to 7 Million page impressions a month – to 1.3 Million unique usersThere are over 220,000 fans on social mediaand we have never spent a penny on marketing it.
  • On the site you get spoof news stories
  • Photoshop and graphic based pieces
  • Our YouTube channel has chalked up 13 Million video viewsIn 12 months
  •  Our remix of Nick Clegg’s Tuition fees speech helped deliver some of these.  It achieved 15 pieces of national Television news coverage and thousands of pieces in print and onlineThe soundtrack from the video briefly entered the Top 40 Single Chart. We didn’t write a press release, we didn’t ring any journalists.
  • Our dailyphotoshop challenges gets a great reaction – with the community producing tons of free content for the siteThere’s no prizes and no money being handed out –For them the badge of honour is getting a retweet or featuring in our ‘best of’ post on the site
  • As a society we’re spending more and more time on the web making, organisisng, and sharing visual content.  [PIC] Half a million home-made versions of Harlem Shake video were uploaded to YouTube in the last 6 months.  We took 380 billion photos last year- which is 10% of all the photos taken . . . ever.  It’s the age of participation. 
  • Generation C, as Google call them, are all about the 4 C’s - creation, curation, connection and community  As an agency we are looking to create ideas that resonate in the world of the internet and then move them into mainstream media. Not the other way around.Embrace the internetFor those of you who don’t know this is YouTube star Grumpy Cat – who just landed a Hollywood movie deal and has an agent
  • One of our client’s is blinkbox the Tv and Movie download service from Tesco When we’re coming up with ideas for blinkbox – we always try and behave and think like a TV and Movie fan – slightly over-obsessed – a touch of the OCD’s. When we sit down every day and look at the papers – we say ‘What would Blinkbox client say about that story’, ‘how would they respond.’ Is there an angle for us here? This is a really good discipline. You have to do this every day to get good at it – and it’s the best way of testing how brave your boss/client is prepared to be.Anyway… So when we heard that Ryan Gosling was taking a break from acting we knew that this would be a huge story for loads of his fans – and our client’s customers. We bought pay as you go mobile phone and announced we were setting up a special helpline for Ryan Gosling fans distressed at news . The Gosline.. We mocked up an ad and tweeted this picture.
  • In the next 24 hours it made the news in the UK > The Sun, Mail Online, Capital Radio, ITV’s Daybreak Then it broke stateside in outlets like Time magazine, CNN, Vanity Fair and on Good Morning America. The story came back across the Atlantic with follow ups in The Daily Mirror, The Telegraph, The Expressand many, many others.  Ryan even got asked about it on the red carpet. He said it was a cool idea. There wasn’t a call centre or a team of people manning the phones.When you got through to the phone’s answer phone it played an audio clip of Ryan’s voice that we had lifted from one of his films saying ‘ relax people – together we can get through this’.
  • Great content creates an emotional resonance delivers in an incredibly powerful way. The bond that you have created with someone by getting them to share something is even more powerful. To quote from The Google Engagement Project:  Google research tells us that far from distracting us from more serious things…
  • This is the last bit…Deploying content can be applied to everything within comms.Even in HR and Recruitment.We’ve been looking for someone to join our content creation team.Rather than briefing a recruitment agency we thought we’d create something that would find it’s way virally through the PR industry.Step one – we needed an intriguing Job title – something that would appeal to candidates that love the internetAfter much debate we settled on ‘Cat Video Technologist’ In order to catch the attention of the internet we mocked it up as a conventional broadsheet print ad – just to make it stand out.Then Itweeeted it. 30 seconds later we had our first reply.And then dozens of others…
  • Then over the course of the afternoon news sites picked it upOur ad for a Viral creator had gone viral..And we have had 200 very interesting CV’s
  • Thank you
  • Adam Cranfield's Content Wars Presentation

    1. 1. #Mynewsnight Wi-fi access: Network - SH -Shoreditch house Password – 1decafcafe#Mynewsnight
    2. 2. James HerringOwnerTaylor Herring#Mynewsnight
    3. 3. Famous Publicity / Branded Content
    4. 4. Chasing print coverage is exhausting and here’s 3 reasons why…
    5. 5. videocontentaudiocontentReader VoteDebate/SocialInfographic
    6. 6. ContentStoriesPersonalityEngagementEndorsement££££££SELLS STUFFpackageswhich relays…promoting…which drives…and that...Why is content important?
    7. 7. Spoof News
    8. 8. Site Content
    9. 9. YouTube 13,000,000 Million views and counting
    10. 10. Media Coverage
    11. 11. UGC Daily, creative challenges
    12. 12. Embrace The Internet!Generation C
    13. 13. ‘This is what the Internet is all about, people.A killer song, a stupid meme, a nostalgic throwbackto 2001, and, most important, bites of dumb hilaritythat come in 30-second bursts.’‘….these viral pictures, videos, and memesreconnect us to an essential part of ourselvesfeeding our appetite for imagination anddiscovery.’
    14. 14. Cat Video Technologist
    15. 15. @taylorherringprThank You…
    16. 16. Laura ChilversPR ManagerJohn Lewis#Mynewsnight
    17. 17. Content for social media channelsLaura Chilvers, PRManager, Corporate & Social Media
    18. 18. 41What I’ll coverHow John Lewis uses content to create relationships with bloggersHow John Lewis structures its teams so that relevant and newsworthycontent is promotedHow John Lewis promotes products on Twitter and how this makes salesWhat content works bestQuestions?
    19. 19. 42A brief introAnnual resultsSeasonal events – Easter, Halloween, Christmas, Clearance etcNew shop openingsProduct launches and collaborationsCSRThe unexpected!
    20. 20. How John Lewis structures its teams so that relevantand newsworthy content is promoted
    21. 21. How John Lewis uses content to create relationshipswith bloggers
    22. 22. 45The launch of Somerset by Alice Temperley and our #askAlice campaign
    23. 23. 46#askAlice208 participants for the partyReach of 4,257,012 impressions generated479 branded Tweets featuring the hashtag#askAliceWorking with the buyers and onlinemarketing teams we were able to see aspike in sales of Somerset items
    24. 24. How John Lewis promotes products on Twitterand how this makes sales
    25. 25. 48@johnlewisretail
    26. 26. 49#askourmums425 total number of click-throughs on linkstweeted (to site and jpegs)26 total number of retweets8 total number of favourites708 number of new followers gained incampaign week
    27. 27. 50AW13 Fashion event41 tweets received27 uses of the hashtag17 journalist/blogger retweets (2 re-tweets from Wedding magazine whohave over 45,000 followers)16 favourite marks onjournalist/blogger tweets
    28. 28. 51#snowmanjourneyA different location each day for one week, ending in all of our shops for theweekend.539 retweets in total of tweets from the @johnlewisretail account204 favourite marks in total of tweets from the @johnlewisretail account1793 click throughs to images tweeted from the @johnlewisretail account976 uses of the #snowmanjourney hashtag
    29. 29. What content works best
    30. 30. 53Newsworthy – like PR,there needs to be a story.Why would someone wantto read about this and clickthrough / share?Exclusives –products /experiences – what do youoffer that others don’t?Concise – with only 140characters on Twitter thestory needs to stand out ina short character limit. Ifthere is too muchinformation to get across inone tweet, then perhaps it’snot the right story.Pictures – helps tell thestory and add colourClear actions – do youwant people to comealong? Comment? Join thediscussion with a#hashtag?
    31. 31. Questions?
    32. 32. Adam CranfieldChief Marketing OfficerMynewsdesk#Mynewsnight
    33. 33. Neil HendersonHead of Communications, Mastercard UK &Chris McCaffertyFounder, Kaper PR#Mynewsnight
    34. 34. ©2013 MasterCard.Proprietary and ConfidentialMasterCard, The BRITs & ContentNeil Henderson, Head of Communications, MasterCard UK
    35. 35. ©2013 MasterCard.Proprietary and Confidential• Unrivalled 90% awareness• Broadcast nationally to an audience bigger than everybefore:• Pre show reach = 550k• Main show reach = 7.4 million• Post show reach = 680k• The venue hosts 15,000 stars and fans• MasterCard as the sole sponsor hosted 3,500customers, stakeholders and competition winners• MasterCard was also the number 1 outlet for ticket salesthrough Priceless London• MasterCard has supported The BRITs for 15 years - thelongest Music sponsorship in Europe• Insight drives our Priceless strategy;The artists got where they today all due to their fans.Through MasterCard they’re now able to give somethingback ....Something for the FansTHE BRITS IS AN INSTITUTION58•Source: TGI April 2009-March 20100 10 20 30 40Mercury…NME AwardsMOBO…GRAMMYsMTV EuropeOscarsBAFTAsBRIT Awards557813232534%Q. “Which of these televised award shows didyou watch last time it was on TV?”KSBR Research 2007
    36. 36. ©2013 MasterCard.Proprietary and ConfidentialOur Challenge: To create a modernamplification campaign that excites &engages a youth audience
    37. 37. ©2013 MasterCard.Proprietary and Confidential2012: Priceless DuetsGiving fans the chance to duet with JLS, EmeliSande, LabrinthBRITS 2012
    38. 38. ©2013 MasterCard.Proprietary and ConfidentialYouthMusic ResearchAudience insight• Music usage amongst youth is complex:they use a huge variety of platforms to bothenjoy and discover new music• United by their love of YouTube covers – ameme in its own right• Fans own music videos, get significantinterest and sharesHOW DO WE CREATE MOREPRICELESS MOMENTS FOR FANS?61Initialthoughts
    39. 39. ©2013 MasterCard.Proprietary and Confidential2013: Priceless RemakesGiving fans the chance to remake theirfavourite star’s videoThe BIGidea
    40. 40. ©2013 MasterCard.Proprietary and ConfidentialPRICELESS REMAKES – THE BRITs 2013• To continue the success of previous BRITs sponsorships in 2013, Priceless Remakes was born. Capitalizingon existing buzz around the BRITs and the social footprints of a range of stars, we offered fans the chance toshoot their own version of the music video of one of three stars.1.3 millionfollowers4 millionviews1.5 millionlikesMultiple BRITaward winner2013 Music Ambassador
    41. 41. ©2013 MasterCard.Proprietary and ConfidentialOur 2013 campaign gave fans the chance toWin a Priceless Remakewith their ultimate music iconAn experience that gets the fan closer than ever before, but alsoan experience that allows the artist to give back to their fans.It is an idea that is flexible enough to feed into our contentstrategy to engage our Youth audience,whilst using the proven assets of celebrities and backing fromthe BPI and record labels.Fans had the chance to win a Priceless Remake, appearin a Priceless TV ad on the night of the show and attendThe BRIT Awards 2013 as a guest, rubbing shoulderswith their favourite stars during an entire evening ofshowbiz entertainment.The campaign was be split into four distinct phasesThe Idea64The BIGidea
    42. 42. ©2013 MasterCard.Proprietary and ConfidentialMultiple press executions, Time Out cover wrap and digital advertising led up to the big night. Outdoor ads promotedonline content views and NEYO competition entries through impactful static and digital sites around the O2 arena,concourse, VIP areas and Greenwich station.An integrated idea that worksThrough the Line65Creative
    43. 43. ©2013 MasterCard.Proprietary and Confidential• Play videoTHE RESULTSPage 67January 23, 2013
    44. 44. ©2013 MasterCard.Proprietary and Confidential Page 68January 23, 2013FOUR KEY INSIGHTS FORCONTENT MARKETINGKeyinsightsStart with audience behavioursIt’s more effective to join existing conversations(not start new ones)Distribution is keyTraditional PR still has a role to driveinterest and engagement
    45. 45. ©2013 MasterCard.Proprietary and ConfidentialThanks
    46. 46. #Mynewsnight Wi-fi access: Network - SH -Shoreditch house Password – 1decafcafe#Mynewsnight
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