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Iab content seminar presentation
 

Iab content seminar presentation

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  • Logorama reel
  • 3000 ads per day, thousands of bands, movies, trends, products. Too much choice is making us unhappy.
  • The reality of digital content (lose the cookie, lose the fortune?) A magazine with a million subscribers might spend more than a million dollars to deliver a single issue to its subscribers. A million dollars spent on postage, printing, subscription sales, fulfillment, ad sales, sub rights and more. I wouldn't be surprised if the freelance budget for the writers and photographers (the real reason people read the magazine) is less than 15% of the cost, perhaps a lot less. The economics of this business are interesting. Millions spent, millions earned, and almost all of it goes to pay for the paper and the friction it brings. Now, we fast forward to a world, our world, where the cost of delivery is zero and so we've removed 95% of the costs. What happens to the writers and photographers? Where do they get their money now? The good news: There's a new job, but this job hasn't been filled yet. It's not stable enough for a publisher type to grab it. It's not boring enough for a bureaucrat. Instead, it's a job for someone with a writer's sensibility and awareness, but it requires entrepreneurship and organization. What happens when the people with great ideas start organizing for themselves, start leading online tribes, start creating micro products and seminars and interactions that people are actually willing to pay for?

Iab content seminar presentation Iab content seminar presentation Presentation Transcript

  • Chris Clarke Chief Creative Officer [email_address] Andrew Pinkess Client Partner/Director of Strategic Services [email_address]
    • Content doesn’t just happen
  • Agenda
    • What is branded content?
    • Why is it important?
    • Where does it come from?
    • How do you create and deliver it?
    • What does it look/ sound like?
    • How should you respond?
    • Winners and losers
  • Branded content is content funded by a brand which is either useful or entertaining to its audience and which helps serve the interests of the funder.
  • That’s what we think, what do you think?
  • ” LOGORAMA” Oscar Nominated Best Animated Short
  • What is branded content? Promote Inform Entertain Connect Service Sell Branded content
  • Branded content What is branded content? Connect Email Social media Blogging Forums Phone Mobile Inform News Corporate E-Gov Auto Medical KM Education Service Banking Loyalty Supply-chain Tax Training Payment Procurement Entertain Music Film Books Magazines Humour TV/ Radio Sport Porn Sell Retail Travel Auction Food Services Fund-raising Gambling Promote Directories Aggregators Microsites Advertising ePR Search Urls Sponsorship
    • Why are we talking about this now?
  • Modern life asks too much
  • In culture At home…
  • At work…
  • Overwhelmed
  • Don’t shout - help
  • Brands must be more than a promise
  • Brands we believe in
    • Are simple
    • Aggregators
    • Amplifiers of culture
    • Grass roots
  • In essence, to cut through, to participate in people’s networks, brands must produce content not messages
  • We mustn’t be squeamish about this …
  •  
  •  
  • Digital content is growing…
  • … and will continue to grow
    • Source: Gerd Leonhard, Mediafuturist.com
  • Where does it come from?
    • Source: Digital New Zealand
  • Delivering branded content
    • Developing Content Strategy
    Digital strategy Content strategy Organisation & resourcing for the web Online branding STRATEGY
    • Content audit
    • Trends & benchmarking
    • Business requirements
    • Technology
    • User needs
    • Implications
    • Objectives
    • Target audiences online
    • Online branding principles
    • Conceptual map
    • Content classification
    • Messaging framework
    • Tone of voice
    • Content management principles
    • Organisation & resourcing
    • Budget
    Content strategy
    • Building content capacity
    Digital strategy Content strategy Organisation & resourcing for the web Online branding Content/ editorial guidelines CMS selection/ & configuration Taxonomy topic maps/ keywords/ semantic web Training web editors/ writers Online brand guidelines STRATEGY CAPACITY
    • Editorial guidelines
    • Audiences
    • Branding and tone of voice
    • Information architecture and content clusters
    • Who owns what
    • Writing for different audiences
    • Using imagery and graphics
    • Using video and sound
    • Social media principles
    • SEO and driving site traffic
    • Getting content published
    • Creative brief
    • Creating Branded Content
    Digital strategy Content strategy Organisation & resourcing for the web Online branding Content/ editorial guidelines CMS selection/ & configuration Taxonomy topic maps/ keywords/ semantic web Online campaigns Long copy/ editing Video/ rich media Experiential Training web editors/ writers Photography/ image sourcing Online brand guidelines STRATEGY CAPACITY CREATIVE
    • Generation Green – Campaign
    • Unilever
    Long copy/editorial/imagery
    • International Red Cross
    Video/social
    • Electrolux - Experiential
    • Distributing Branded Content
    Digital strategy Content strategy Organisation & resourcing for the web Online branding Content/ editorial guidelines CMS selection/ & configuration Taxonomy topic maps/ keywords/ semantic web Online campaigns Long copy/ editing Video/ rich media Experiential SEO/ content tagging/ linking Content syndication Training web editors/ writers Photography/ image sourcing Online brand guidelines ePR/ Social media management STRATEGY CAPACITY CREATIVE DISTRIBUTION
    • Measuring Branded Content
    Digital strategy Content strategy Organisation & resourcing for the web Online branding Content/ editorial guidelines CMS selection/ & configuration Taxonomy topic maps/ keywords/ semantic web Online campaigns Long copy/ editing Video/ rich media Experiential Measurement & Tracking SEO/ content tagging/ linking Content syndication Training web editors/ writers Photography/ image sourcing Online brand guidelines ePR/ Social media management STRATEGY CAPACITY CREATIVE DISTRIBUTION CONTROL
    • Resourcing Branded Content
    Digital strategy Content strategy Organisation & resourcing for the web Online branding Content/ editorial guidelines CMS selection/ & configuration Taxonomy topic maps/ keywords/ semantic web Online campaigns Long copy/ editing Video/ rich media Experiential Measurement & Tracking SEO/ content tagging/ linking Content syndication Training web editors/ writers Photography/ image sourcing Online brand guidelines ePR/ Social media management CONTENT TECHNOLOGY CONTENT MEDIA/ EA MEDIA ePR CREATIVE PARTNERS ANALYTICS PLANNING/ STRATEGY CREATIVE CREATIVE CREATIVE CREATIVE CONTENT PLANNING MEDIA STRATEGY
  • Let’s ask Seth Godin Winners and losers
    • What’s coming up next?
    • Content first (not last)
    • Less is more
    • Client Headaches
    • Agency bun-fight
    • Rights management
    • Micropayments
    • Culture change
    • Channel integration
  • Thanks…