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Primpedwebseminar Barriebarton Brandedcontent 090614060717 Phpapp02

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Transcript

  • 1. Project M anagement
  • 2. ........................... AN INTRODUCTION ........................... BRANDED CONTENT ............................ ....................................... PREPARED BY RIGHT ANGLE ....................................... ............. MAY 2009 .............
  • 3. CONTENTS TEN MINUTES Trends and Insights Branded Content What it is What it isn’t Some Examples The Bigger Picture DOs and DON’Ts
  • 4. ................................ TRENDS AND INSIGHTS ................................ PREPARED BY RIGHT ANGLE ....................................... ............. MAY 2009 .............
  • 5. TRENDS AND INSIGHTS ONLINE OXYGEN “The internet is no longer just a source of information. It is increasingly important to our view of self.”
  • 6. TRENDS AND INSIGHTS THE FEMALE WEB “The fact that there are now more women then men online heralds in a new era. Embrace dialogue, be honest, creative and subtle.”
  • 7. TRENDS AND INSIGHTS TWINSUMING AND GRANULATION “Consumers increasingly connect to taste twins (their peers) when making commercial decisions, rather than rely on traditional advertising.”
  • 8. TRENDS AND INSIGHTS ONLINE SOURCING “Consumers control how they experience the web and increasingly make decisions from the screen.”
  • 9. ........................... BRANDED CONTENT ...........................
  • 10. BRANDED CONTENT WHAT IS IT? “Simply put, branded content covers any project where the money goes directly into the production of the content.”
  • 11. BRANDED CONTENT WHY IS IT HAPPENING? “Multiple channels, new technologies, a less attentive consumer have made interruptive connection with consumers more and more difficult, the old collision- model of advertising is becoming increasingly anachronistic.”
  • 12. BRANDED CONTENT WHAT IT ISN’T? “Sadly the days of innocent product placement are over.”
  • 13. BRANDED CONTENT POTENT FORMS Sex and the City Winner of Brandchannel’s ‘Film Whore Award’
  • 14. BRANDED CONTENT POTENT FORMS Kate Modern (UK) Model Live (US)
  • 15. BRANDED CONTENT SOFT FORMS Dazed & Confused Twitter Views
  • 16. BRANDED CONTENT SOFT FORMS The Ford Forums
  • 17. .............................. THE BIGGER PICTURE ..............................
  • 18. BRANDED CONTENT WHAT IS THIS REALLY ABOUT? “Take the exact definition of ‘branded content’ out of the equation and what we are talking about collaboration between publisher, media agency and client to produce content that is of value for the consumer.”
  • 19. ..................... DON’T AND DO .....................
  • 20. BRANDED CONTENT DON’T 1. DON’T fall in love with technology
  • 21. BRANDED CONTENT DON’T 1. DON’T fall in love with technology 2. DON’T imagine TV on the internet
  • 22. BRANDED CONTENT DON’T 1. DON’T fall in love with technology 2. DON’T imagine TV on the internet 3. DON’T presume all eyeballs and publications are created equal
  • 23. BRANDED CONTENT DO 1. DO be honest
  • 24. BRANDED CONTENT DO 1. DO be honest 2. DO create pieces of conversational currency
  • 25. BRANDED CONTENT DO 1. DO be honest 2. DO create pieces of conversational currency 3. DO use your publishers
  • 26. Project M anagement