Brandscaping:Unleashing the Power of Partnerships
SIMPLE	  PREMISE:	                                 Who	  has	  your	  NEXT	  customer	                                 as	...
ANDREW	                                               DAVIS                                             @tpldrew          ...
JUST	  FOR	  YOU!	                                          Exclusive	  webinar	  discount.	                              ...
What made Garysuccessful online?Besides…Crush it! Hustle! Kill It!
GARY THINKS LIKE A TELEVISION EXEC.
Episode 2                                        •    Appointment	  Television	                                          •...
5 Years Later                                        •  Grew	  into	  it.	                                          •  Bui...
THE JOE SHOW@TPLDrew @SJRotter @JuntaJoe         @SJRotter @JuntaJoe
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
WHAT IF?
You sell fish.
Not this kind of fish.
This kind of fish.
 What’s your content strategy?
You sell fish.
Not this kind of fish.
This kind of fish.@TPLDrew @SJRotter @JuntaJoe         @SJRotter @JuntaJoe
$868 MM @ The Box OfficeBest-selling DVD of all time                               •  $868 MM @ Box Office                ...
Ever watched it with a 6-year old?@TPLDrew @SJRotter @JuntaJoe
Ever watched it with a 6-year old?                               Nemo! Nemo!                               Nemo! Nemo…@TPL...
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
“The Nemo Effect”“Finding Nemo” decimated globalclownfish populations.@TPLDrew @SJRotter @JuntaJoe
Beta	  Fish	  Goldfish	  Jawfish	  Clown	  Tangs	  RabbiZish	  
9	  Years	  Later	     Walmart	                     	               $29.99
“The	  Dalma^an	  Effect”	  “101	  Dalma^ans”	  (1961)	  Created	  an	  adop^on	  crisis.	  
1	  YEAR	                APRIL	  2011	               POST-­‐RELEASE	           RE-­‐RELEASE	  @TPLDrew	  @SJRo.er	  @Junta...
VALUABLE                       CONTENT                         INCREASES DEMAND FOR                         THE PRODUCTS A...
What if…                         …you made a movie?@TPLDrew @SJRotter @JuntaJoe         @SJRotter @JuntaJoe
What if…                         …you made a movie?                         Seriously!@TPLDrew @SJRotter @JuntaJoe        ...
JULY	  2011	  RELEASE	  
VALUABLE	                                 CONTENT	                                   INCREASES	  DEMAND	  FOR	  	         ...
?                               WHY DOES                               THIS WORK?                               In a digit...
INFORMATION OVERLOAD                       PARADOX                       Just because there’s more information available, ...
INFORMATION OVERLOAD@TPLDrew @SJRotter @JuntaJoe         @SJRotter @JuntaJoe
INFORMATION OVERLOAD                                     PERCEIVED                                     OPPORTUNITY        ...
INFORMATION OVERLOAD                                     PERCEIVED                                     OPPORTUNITY        ...
REMEMBER…             GARY THINKS LIKE A              TELEVISION EXEC.@TPLDrew @SJRotter @JuntaJoe
1980s                               Thursday Nights.@TPLDrew @SJRotter @JuntaJoe         @SJRotter @JuntaJoe
1980s                               Thursday Nights.                               8:00 PM@TPLDrew @SJRotter @JuntaJoe    ...
1980s                               Thursday Nights.                               8:00 PM@TPLDrew @SJRotter @JuntaJoe    ...
1980s                               Thursday Nights.                               8:00 PM                               8...
1980s                               Thursday Nights.                               8:00 PM                               8...
1980s                               Thursday Nights.                               8:00 PM                               8...
1980s                               Thursday Nights.                               8:00 PM                               8...
BRANDING                               APPOINTMENT TV                               Setting an expectation                ...
MUST	  SEE	  TV	  RESULTS	                                          •  Valuable	  Content	                                ...
TIME-­‐SHIFTING	  
APPOINTMENT	                                          CONSUMPTION	                                          The	  no^on	  ...
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
That’s whatGary V did!Besides…Crush it! Hustle! Kill It!
What	  if…	                                   …YOU	  OWNED	  SOME	  TIME	  IN	                                   OUR	  CON...
What	  if…	                                   …WE	  OWNED	  SOME	  TIME	  IN	                                   OUR	  CONS...
What	  if…	                                   …YOU	  BUILT	  A	  RELATIONSHIP	                                   WITH	  YO...
YOU	  NEED	  A	                                          FORMAT	                                          A	  recipe	  for...
THE	  A-­‐TEAM	  @TPLDrew	  @SJRo.er	  @JuntaJoe	  
Easy	  Recipe	                                          Repeatable	                                          Ownable	  (IP...
JUMPING	  	                                          THE	  SHARK	                                           1977	  Happy	 ...
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
QUICK	  RECAP	                                 Valuable	  content	  increases	                                 demand	  fo...
QUICK	  RECAP	                                 Combat	  informa^on	  overload.	  @TPLDrew	  @SJRo.er	  @JuntaJoe	  
QUICK	  RECAP	                                 Make	  an	  appointment	  with	                                 your	  audi...
QUICK	  RECAP	                                 Own	  a	  part	  of	  your	  	                                 consumer’s	 ...
GUESTS	  Andrew	  Davis	  (me)	  Joe	  Pulizzi	  Erik	  Qualman	  Leslie	  Potson	  Chris	  Brogan	  David	  Meerman	  Sco...
TONY	  BENNETT	                                          1963	  Grammy	  @TPLDrew	  @SJRo.er	  @JuntaJoe	  
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
@TPLDrew	  @SJRo.er	  @JuntaJoe	  
TONY	  BENNETT	                                          Bono	                                          Elvis	  Costello	 ...
What	  if…	                                   …WE	  EMBRACE	  THE	  IDEA	  THAT	                                   EVERYON...
What	  if…	                                   …YOU	  FOUND	  A	  DUET	                                   PARTNER	  WHO	  A...
Andrew Davis                               adavis@monumentalshift.com                               @tpldrew              ...
Signed Book!                               Discount!                               Free Shipping                          ...
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
Brightcove, Content Marketing Institute
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Brightcove, Content Marketing Institute

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The truth about Content Marketing is that it’s an easy methodology to support but can be challenging to execute well. Most marketing leaders do not have all of the resources required to build out a robust content marketing strategy that speaks to every one of their customer personas. What’s a Content Marketer to do? Enter in the era of the New Content Marketer. Join Brightcove and Brandscaping author and marketing guru, Andrew Davis for an informational webinar on how marketers can leverage like minded brands to create content that increases demand and drives revenue for their organization. You will hear actionable strategies for leveraging partnerships, along with social media, video and mobile apps to build out your content and join the growing ranks of the New Content Marketers.

Presented on 2/27/2013 with Brightcove's Steve Rotter and Content Marketing Institute's Joe Pulizzi!

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Brightcove, Content Marketing Institute

  1. 1. Brandscaping:Unleashing the Power of Partnerships
  2. 2. SIMPLE  PREMISE:   Who  has  your  NEXT  customer   as  their  CURRENT  customer?  @TPLDrew  @SJRo.er  @JuntaJoe  
  3. 3. ANDREW   DAVIS @tpldrew Wrangled  for  the  Muppets.   Tapped  by  Obama.  Consults   with  Russian  media  moguls.   Produced  for  TODAY,  MTV,   Charles  Kuralt.@TPLDrew  @SJRo.er  @JuntaJoe  
  4. 4. JUST  FOR  YOU!   Exclusive  webinar  discount.   BrandscapingBook.com    @TPLDrew  @SJRo.er  @JuntaJoe  
  5. 5. What made Garysuccessful online?Besides…Crush it! Hustle! Kill It!
  6. 6. GARY THINKS LIKE A TELEVISION EXEC.
  7. 7. Episode 2 •  Appointment  Television   •  Easy  format   •  Great  talent   •  Simple  hook   Think like a TV exec.@TPLDrew  @SJRo.er  @JuntaJoe  
  8. 8. 5 Years Later •  Grew  into  it.   •  Built  a  personal  brand!   •  90K  Viewers   The future of all branding is Personal@TPLDrew  @SJRo.er  @JuntaJoe  
  9. 9. THE JOE SHOW@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  10. 10. @TPLDrew  @SJRo.er  @JuntaJoe  
  11. 11. WHAT IF?
  12. 12. You sell fish.
  13. 13. Not this kind of fish.
  14. 14. This kind of fish.
  15. 15.  What’s your content strategy?
  16. 16. You sell fish.
  17. 17. Not this kind of fish.
  18. 18. This kind of fish.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  19. 19. $868 MM @ The Box OfficeBest-selling DVD of all time •  $868 MM @ Box Office •  Best-selling DVD of all time@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  20. 20. Ever watched it with a 6-year old?@TPLDrew @SJRotter @JuntaJoe
  21. 21. Ever watched it with a 6-year old? Nemo! Nemo! Nemo! Nemo…@TPLDrew @SJRotter @JuntaJoe
  22. 22. @TPLDrew  @SJRo.er  @JuntaJoe  
  23. 23. “The Nemo Effect”“Finding Nemo” decimated globalclownfish populations.@TPLDrew @SJRotter @JuntaJoe
  24. 24. Beta  Fish  Goldfish  Jawfish  Clown  Tangs  RabbiZish  
  25. 25. 9  Years  Later   Walmart     $29.99
  26. 26. “The  Dalma^an  Effect”  “101  Dalma^ans”  (1961)  Created  an  adop^on  crisis.  
  27. 27. 1  YEAR   APRIL  2011   POST-­‐RELEASE   RE-­‐RELEASE  @TPLDrew  @SJRo.er  @JuntaJoe  
  28. 28. VALUABLE CONTENT INCREASES DEMAND FOR THE PRODUCTS AND SERVICES YOU SELL!@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  29. 29. What if… …you made a movie?@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  30. 30. What if… …you made a movie? Seriously!@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  31. 31. JULY  2011  RELEASE  
  32. 32. VALUABLE   CONTENT   INCREASES  DEMAND  FOR     THE  PRODUCTS  AND  SERVICES     YOU  SELL!  @TPLDrew  @SJRo.er  @JuntaJoe  
  33. 33. ? WHY DOES THIS WORK? In a digital age where everyone’s content is ‘snackable’?@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  34. 34. INFORMATION OVERLOAD PARADOX Just because there’s more information available, doesn’t mean one can consume more.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  35. 35. INFORMATION OVERLOAD@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  36. 36. INFORMATION OVERLOAD PERCEIVED OPPORTUNITY ACTUAL OPPORTUNITY@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  37. 37. INFORMATION OVERLOAD PERCEIVED OPPORTUNITY ACTUAL OPPORTUNITY@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  38. 38. REMEMBER… GARY THINKS LIKE A TELEVISION EXEC.@TPLDrew @SJRotter @JuntaJoe
  39. 39. 1980s Thursday Nights.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  40. 40. 1980s Thursday Nights. 8:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  41. 41. 1980s Thursday Nights. 8:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  42. 42. 1980s Thursday Nights. 8:00 PM 8:30 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  43. 43. 1980s Thursday Nights. 8:00 PM 8:30 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  44. 44. 1980s Thursday Nights. 8:00 PM 8:30 PM 9:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  45. 45. 1980s Thursday Nights. 8:00 PM 8:30 PM 9:00 PM@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  46. 46. BRANDING APPOINTMENT TV Setting an expectation for the consumer to tune in at a specific time.@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  47. 47. MUST  SEE  TV  RESULTS   •  Valuable  Content   •  Simple  expecta^on   •  Deliver  on  it  @TPLDrew  @SJRo.er  @JuntaJoe  
  48. 48. TIME-­‐SHIFTING  
  49. 49. APPOINTMENT   CONSUMPTION   The  no^on  that  consumers   build  a  rela^onship  with   frequently  delivered,  well-­‐ forma.ed,  valuable  content.  @TPLDrew  @SJRo.er  @JuntaJoe  
  50. 50. @TPLDrew  @SJRo.er  @JuntaJoe  
  51. 51. That’s whatGary V did!Besides…Crush it! Hustle! Kill It!
  52. 52. What  if…   …YOU  OWNED  SOME  TIME  IN   OUR  CONSUMER’S  DAY?  @TPLDrew  @SJRo.er  @JuntaJoe  
  53. 53. What  if…   …WE  OWNED  SOME  TIME  IN   OUR  CONSUMER’S  DAY?  @TPLDrew  @SJRo.er  @JuntaJoe  
  54. 54. What  if…   …YOU  BUILT  A  RELATIONSHIP   WITH  YOUR  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  55. 55. YOU  NEED  A   FORMAT   A  recipe  for  your  content!  @TPLDrew  @SJRo.er  @JuntaJoe  
  56. 56. THE  A-­‐TEAM  @TPLDrew  @SJRo.er  @JuntaJoe  
  57. 57. Easy  Recipe   Repeatable   Ownable  (IP)   Builds  a  rela^onship   with  the  audience  @TPLDrew  @SJRo.er  @JuntaJoe  
  58. 58. JUMPING     THE  SHARK   1977  Happy  Days   Beginning  of  the  End   Strayed  from  the  Format    @TPLDrew  @SJRo.er  @JuntaJoe  
  59. 59. @TPLDrew  @SJRo.er  @JuntaJoe  
  60. 60. QUICK  RECAP   Valuable  content  increases   demand  for  the  products  and   services  you  sell.  @TPLDrew  @SJRo.er  @JuntaJoe  
  61. 61. QUICK  RECAP   Combat  informa^on  overload.  @TPLDrew  @SJRo.er  @JuntaJoe  
  62. 62. QUICK  RECAP   Make  an  appointment  with   your  audience.  @TPLDrew  @SJRo.er  @JuntaJoe  
  63. 63. QUICK  RECAP   Own  a  part  of  your     consumer’s  life.  @TPLDrew  @SJRo.er  @JuntaJoe  
  64. 64. GUESTS  Andrew  Davis  (me)  Joe  Pulizzi  Erik  Qualman  Leslie  Potson  Chris  Brogan  David  Meerman  Sco.  Adam  Metz  (Hundreds  of  other  guests)        @TPLDrew  @SJRo.er  @JuntaJoe  
  65. 65. TONY  BENNETT   1963  Grammy  @TPLDrew  @SJRo.er  @JuntaJoe  
  66. 66. @TPLDrew  @SJRo.er  @JuntaJoe  
  67. 67. @TPLDrew  @SJRo.er  @JuntaJoe  
  68. 68. TONY  BENNETT   Bono   Elvis  Costello   Dixie  Chicks   Lady  Gaga   John  Mayer   Amy  Winehouse   Willie  Nelson   K.D.  Lang   Carrie  Underwood   Mariah  Carey   Queen  La^fa   Stevie  Wonder   Paul  McCartney…  @TPLDrew  @SJRo.er  @JuntaJoe  
  69. 69. What  if…   …WE  EMBRACE  THE  IDEA  THAT   EVERYONE  HAS  AN  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  70. 70. What  if…   …YOU  FOUND  A  DUET   PARTNER  WHO  ALREADY   OWNS  YOUR  AUDIENCE?  @TPLDrew  @SJRo.er  @JuntaJoe  
  71. 71. Andrew Davis adavis@monumentalshift.com @tpldrew (617) 286-4009@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe
  72. 72. Signed Book! Discount! Free Shipping YouveBeenDrewed.com@TPLDrew @SJRotter @JuntaJoe @SJRotter @JuntaJoe

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