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[En] omi presentation-digital-content-012014

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Digital Content, status, future trends and evolution by Yann Gourvennec on behalf of the Online Marketing insititute

Digital Content, status, future trends and evolution by Yann Gourvennec on behalf of the Online Marketing insititute

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  • 1. Digital Content Background, Status and Trends Yann Gourvennec CEO & Founder Visionary Marketing
  • 2. Today you will learn • How strategic Web content is • Background • Status • Trends cc 2014 visionarymarketing.com 2
  • 3. Consulting & Training • Digital transformation • Digital Induction & Training Content & performance • Digital content • Marketing automation cc 2014 visionarymarketing.com 3 visionarymarketing.com When influence drives results
  • 4. Agenda • introduction • 10 +1 points regarding Web content • conclusion cc 2014 visionarymarketing.com 4 @ygourven @vismktg picture: microsoft gallery
  • 5. Digital Content: Background, Status and Trends 1. introduction
  • 6. confessions The content creator dilemma cc 2014 visionarymarketing.com 6 So You’ve read all those books?! Well. Not really! I’m too busy writing
  • 7. the Internet Banking barometer (UK – 96) cc 2014 visionarymarketing.com 7
  • 8. +/- resultsdigestion Maturation phases Technological disruption happens Change and disruptions are clear (e.g. travel & tourism, analogue photography, mail order companies, news …) A1 B grey area or ‘digestion’ zone technological innovation is maturing for the best of 10 years on average Technological innovation fails It is discarded until it can be recycled, or turned into a niche product (e.g. 1st generation tablet PCs, voice recognition, unified communications,…) Technology blends with the real world Innovation helps improve and enhance past processes (e.g. online banking, ecommerce, e- government (taxes)) Negative Assumption Innovation is toxic and disrupts the current status. Chaos is around us, people feel threatened A2 C2 C3 C1 Positive Assumption Innovation is positive. Our lives will change for the better. All is for the best in the best of all possible worlds. Things will never be like they used to be. How technologies mature cc 2014 visionarymarketing.com 8 Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011)
  • 9. Content marketing is new! • 1908 : bureau of itineraries – Google maps before its time* • 1920 the Michelin guide – “Man only truly respects what he pays for” cc 2014 visionarymarketing.com 9 * source michelin.com
  • 10. New? cc 2014 visionarymarketing.com 10
  • 11. Neo marketing (now, that’s new !) cc 2014 visionarymarketing.com 11
  • 12. OK fine! But community management is new! cc 2014 visionarymarketing.com 12
  • 13. “The gardener’s touch” Communities? • passion/common interest • Helping eachother • Mutual benefit Facilitate • seeding • feeding • weeding cc 2014 visionarymarketing.com 13
  • 14. And social media? Thefacebook (2004) LinkedIn (2003) cc 2014 visionarymarketing.com 14
  • 15. 4 types of brands (Synthesio) under the radar functional preferred sensitive characteristics little or no buzz either it works or fix it! conversations heath, safety, children tactics do something different community management (forums/social media) nurture community (ies) reassure Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011) copyright - 2013 - Yann A Gourvennec - Orange 15
  • 16. Digital Content: Background, Status and Trends 1. 10+1 points regarding digital content
  • 17. 1. le Web is NOT dead! • the web is dead? – www.wired.com • Le Web is evolving • “the more things change, the more they stay the same” – Alphonse Karr cc 2014 visionarymarketing.com 17
  • 18. 2. Blogs neither! 1. Collaborative blogs 2. Solo blogger myth 3. Solo = different perspective 4. Weaving a Web of partnerships 5. Do analytics matter? 6. Shallow pieces, Good idea?! 7. Comments are dead? 8. Will Facebook steal your traffic? cc 2014 visionarymarketing.com 18
  • 19. 3. The Web is (still) misunderstood cc 2014 visionarymarketing.com 19
  • 20. 3. 2 different worlds? “When I talk to my Business partners about Web matters, their brains are overheating” A Digital Media Director cc 2014 visionarymarketing.com 20 How users see Web professionals How Web professionals see users
  • 21. 4.UGC • 2009-2010 • All users aren’t that creative • Culture over age disparities • Huge Europe/US divide • Notable discrepancies within Europe • “creator” factor over-evaluated » Facebook bias => + age bias • Only stable number = “inactives” • Representativeness and bias? Reproduced with Forrester’s kind permission
  • 22. 22 Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above Social Technographics Groups (2007 - 2010) 19% 25% 12% 25% 48% 44% Source: Q2 2007 US Social Technographics® Online Survey, N= 10,010 US online adult population (at least monthly participation) 24% (US) 14% (Eu) 37% 19% 21% 6% 51% 29% 73% 49% 18% 40%
  • 23. Comparing cultures
  • 24. Comparing cultures
  • 25. 5. About digital photography 3 categories • Mobile sharing – Huge discrepancies • Instagram/Pinterest etc. • Immediacy vs quality – Great with events • Online sharing – Flickr – Picasa/G+ • Photoblogs – e.g. antimuseum.com – « likes » A few hints • Photography a must have • blogs + events • Twitter/mobiles = snapshots • Photography for photography’s sake? • What for? (Pinterest) • Knowhow required 25cc 2014 visionarymarketing.com
  • 26. 6. About video • Online video isn’t new either • WebTV boom in 2008 • Connected TV • 2nd screen (2012) • Lady Gaga and other musicians score high but… cc 2014 visionarymarketing.com 26
  • 27. 6. Video – Appearances can be deceptive Face value • It’s “easy” • It’s “quick” • It’s “cheap” • It’s more lively • Podcast friendly Reality • Not “easy” for all • Not “quick” for all • Not always “cheap” • Podcasts harder to find • UGC and video (shark week, Orange) • Not so easy for brands (owned/earned media) cc 2014 visionarymarketing.com 27
  • 28. 7. Soundbites Face value • quick • easy • Good support for interviews • Podcast-friendly Reality • Quick if no editing • Podcasts harder to find • Easy unless bad telephone line • Visits? cc 2014 visionarymarketing.com 28
  • 29. 8. Web radio – lessons learnt Face value • Very engaging media (if done professionally) • Brings variety • Podcast-friendly côté face • Can be expensive • Hard for non professionals • UGC challenges • Lessons learned internally cc 2014 visionarymarketing.com 29
  • 30. 9. Events and social media • Obvious benefits • Before/during/after • Measure ROI or share of voice cc 2014 visionarymarketing.com 30
  • 31. # Publicise hashtag Share hashtag as much as possible Announce event bit by bit webTV blogs Facebook Twitter etc. Share info gradually with external bloggers Html Buzz kit html 1 2 3 4 Sharing events with social media cc 2014 visionarymarketing.com 31
  • 32. 10. B2B • Still (counter-intuitively) best sector for social media • marketing b2b works in same way • Niche communities, very enthusiastic • Low risk • Think Different • Technical subjects provide good content • Link with marketing automation cc 2014 visionarymarketing.com 32
  • 33. cc 2014 visionarymarketing.com 33
  • 34. Genesis maturitydigestion Experts, perceive why and how Web content can be beneficial to their business, clients, partners and employees. They set up proper “newsrooms” and use Web content for SEO to the full. They even reduce the part of SEM within their budgets. They write blogs and do social media but with a purpose in mind… from day 1 B Grey area or “digestion” zone 10 years (1999-2009) during which the most advanced companies reap the benefits of Web content. Enterprises lag behind self-marketed individuals and even e-commerce fails to seize this opportunity. Strong reactions in businesses which don’t want to turn into media houses Newbies, arrive late in that game and want to keep up with the Joneses. As they are beginners, they tend to spend vast amounts of money on content creation which is done entirely externally and fail to use their own resources properly. They also like to mimic existing sites Zombies, have completely forgotten about the purpose of their Web content but they go on anyway, unabated. They create content for content’s sake and fail to differentiate. In large enterprises, employees tweet each other to generate noise A C2 C3 C1 Discovery phase 1995-1999 few companies understand how Web content works, except pure players and Web portals. Pioneers carry out first experiments Content marketing evolution cc 2014 visionarymarketing.com 34
  • 35. The right questions cc 2014 visionarymarketing.com 35
  • 36. Digital Content: Background, Status and Trends 3. Conclusion
  • 37. 5 key takeaways • Constant changes • Content marketing is important • … but remember why you are doing this • Think culture … not just content and try and differentiate • Trial and errors cc 2014 visionarymarketing.com 37
  • 38. Consulting & Training • Digital transformation • Digital Induction & Training Content & performance • Digital content • Marketing automation cc 2014 visionarymarketing.com 38 visionarymarketing.com When influence drives results
  • 39. A subsidiary of Contact us Visionary Marketing 80 rue Taitbout F-75009 Paris France +44 7092 224 740 +33 1 40 18 54 04 contact”@”visionarymarketing.com @vismktg @ygourven cc 2014 visionarymarketing.com 39
  • 40. Move The Needle
  • 41. Move The Needle "Move the Needle" is a feature unique to OMI classes. Add an activity or homework assignment here that you would suggest students do right now to get started with what you've just taught them. What is the first thing to do after watching your class? Ex: Set up keyword monitoring for 5 keywords on Twitter
  • 42. www.onlinemarketinginstitute.org Thank You! Learn more at