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2015: The Year of Digital Recalibration (and Déjà Vu)

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The Kamber social media and content marketing trends special addresses the 8 biggest challenges likely to face businesses in 2015.
This presentation hasn't been designed to be yet another guest at the echo chamber hotel. You won't find any reckless speculation inside. You won't find predictions for the next big social media platform. Instead, you'll see some recurring questions that still haven't been addressed by the majority.
The digital recalibration has begun and could be THE one true trend of 2015.
Find out more at http://www.kamber.com.au

Published in: Social Media

2015: The Year of Digital Recalibration (and Déjà Vu)

  1. 1. 8 Content Marketing and Social Media Challenges Facing Brands in 2015 2015: The Year of Digital Recalibration
  2. 2. 2015: The year of digital recalibration kamber.com.au For the last few years, I’ve developed a trends feature in an attempt to capture the big things impacting the digital landscape. This year, I’ve taken a slightly different approach which is less flashy, but (hopefully) more valuable. Why? We are entering the year of digital recalibration. An introduction… After five years of infinite growth and innovation (especially due to the social media explosion), the time has come to take stock, embrace the lessons that have been learnt, and use them to develop smarter solutions (which will give creative thinking more chances to shine). Inside you’ll find: Eight common challenges and questions facing business in 2015. And, eight answers. I hope you find them useful. Thanks and have a great year. Adam Vincenzini Managing Partner @ Kamber
  3. 3. 2015: The year of digital recalibration kamber.com.au Considerations* Pinch of salt (I’ve attempted to be as specific as possible, but every business faces its own unique set of challenges) Objectives are still king (Content isn’t king, or even prince, if it doesn’t align with commercial and communication objectives) Same old? (Already familiar with a few of these? Great. Hopefully a couple are ‘new’ to you too) Submit yours (Everyone’s perspective is different which is ace. Add your thoughts about 2015 via the comments function) *Often referred to as ass covering, and quite fairly too
  4. 4. 2015: The year of digital recalibration kamber.com.auKamber.com.au 1. ‘Always on’ vs. campaigns Getting the balance right still eludes many
  5. 5. 2015: The year of digital recalibration kamber.com.au ‘Always on’ vs. campaign ‘spikes’ • This isn’t unique to 2015, but it has become a lot more apparent of late • The big flashy ideas will normally illicit the most emotional responses from brand guardians, but without a solid ‘always on’ program in place, campaign ‘spikes’ can be futile • Taking the hard road, spending a sustained period of time building authority, and THEN adding the campaign layers is the formula for success in 2015 and beyond Invest (properly) in the future NOW and enjoy success with much more regularity LATER
  6. 6. 2015: The year of digital recalibration kamber.com.au 2. ‘Borrowing' an audience is like great sex But what happens after it’s over?
  7. 7. 2015: The year of digital recalibration kamber.com.au Buying influence versus building trust • “That beauty vlogger has how many subscribers??!” • There is nothing wrong with 3rd party publisher collaboration, but it’s often a short term fix • If that path is taken, a long term outlook is required – can it be a 2-3 year partnership? • Expect to see more and more influencer partnerships in 2015, especially from media buying agencies who are partial to dangling the ‘reach’ carrot Collaboration is great, but it shouldn’t be at the expense of developing channels and audiences you own
  8. 8. 2015: The year of digital recalibration kamber.com.au 3. How much budget should we allocate to content promotion? But we’ve been spending…
  9. 9. 2015: The year of digital recalibration kamber.com.au How much is too much…or too little? • A very common question I’ve been asked of late has been: “We’re currently spending X, does that seem right?” • Without knowledge of context, objectives and benchmarks that question is impossible to answer • The simple answer, which isn’t a BAD thing, is that a promotional spend must be part of your toolkit (but that isn’t breaking news) • As more is learnt about paid content promotion by businesses of all shapes and sizes, better decisions will be made Benchmarking will be preached louder and louder in 2015 (and rightly so)
  10. 10. 2015: The year of digital recalibration kamber.com.au 4. We still don’t know what good looks like Trust remains an issue
  11. 11. 2015: The year of digital recalibration kamber.com.au But we were told… • Now this IS a trend • An uplift in agency reviews are occurring as brands question the impact being delivered by partners that originally came on board in the early stages of the social media explosion • ‘Good’ is ultimately defined by the hard and soft metric ‘cocktail’ and whether or not those targets are being met • Another way to measure ‘good’ is the quality of output – are you serving up content that your audience wants? The ultimate test: If you shut down all of your social media channels tomorrow, would anyone care?
  12. 12. 2015: The year of digital recalibration kamber.com.au 5. Everybody’s doing it But making content work in the participatory media age isn’t as easy as it sounds
  13. 13. 2015: The year of digital recalibration kamber.com.au Content is just content, right? • This is probably going to sound very self-serving given the nature of my agency, but great content ‘ideas’ aren’t enough if the myriad of other important variables aren’t taken into account • What does your audience want? What are your competitors talking about? What unique subject matters do you have the authority and permission to talk about? What does empirical data tell you? • Developing content strategies which answer these questions (and many more) is a skill which is in short supply Agencies must adapt constantly to remain relevant, but making content work in the modern landscape over a sustained period is a challenge…to all
  14. 14. 2015: The year of digital recalibration kamber.com.au 6. Decision time Is it really right for us?
  15. 15. 2015: The year of digital recalibration kamber.com.au We’ve been at it for a while now… • The participatory media landscape is naturally suited to the three F’s: Food, fitness and fashion (just ask any Instagram user) • It doesn’t mean others can’t thrive – technology-based brands are naturally suited to regular publishing as ‘news’ is never in short supply • But, is the social media thing really doing anything beyond placating senior management? Do other methods of marketing and communication deliver more impact? In 2015, we might (and should) see some brands pump the breaks, instead of hitting the accelerator, which reverses the recent trend
  16. 16. 2015: The year of digital recalibration kamber.com.au 7. Channel or content? It should be an easy answer
  17. 17. 2015: The year of digital recalibration kamber.com.au 18-35 yr old males are active on… • Just because your audience is active in a particular place, doesn’t necessarily mean you should be • The things you can talk about and the content you can produce, which can add real value, should be the first thing you address • Then, channels can be considered, but with caution • If Facebook died tomorrow, would your content strategy seamlessly adapt to a different environment? The participatory media environment isn’t going anywhere, but the places where participation occurs might change. Content first, channels second. Always.
  18. 18. 2015: The year of digital recalibration kamber.com.au 8. Ready, fire, aim Yes, that is in the right order
  19. 19. 2015: The year of digital recalibration kamber.com.au Things might change tomorrow… • We operate in the most fluid and fast-paced era ever • Obsessing about getting your ducks in a row for too long almost certainly means you’ll never have them ready, something will change • This is a huge challenge across all business departments, but especially across the digital disciplines • Adapting to changes from the platforms and people as they occur is something that needs to be preached (and accepted) with more regularity in 2015 Start, test the waters, learn from it, and then roll out with greater fervor. The longer you wait, the harder it gets.
  20. 20. 2015: The year of digital recalibration kamber.com.au 8. Ready, fire, aim Yes, that is in the right order Wrapping things up
  21. 21. 2015: The year of digital recalibration kamber.com.au summary Trends, challenges, questions… As mentioned at the start, my hope is that this isn’t another guest at the echo chamber hotel. However, I do think that the all challenges addressed and the questions posed are important ones. The fact that they aren’t especially earth-shattering (potentially) adds to their weight – common questions are common for a reason. The digital recalibration has begun and could be THE key theme of 2015.
  22. 22. Kamber is a specialist content marketing and social media agency. We plan, produce, publish and promote digital content that people crave. For more information: Adam Vincenzini Founder and Managing Partner M: +61 428 342 323 E: adam@kamber.com.au T: @AdamVincenzini kamber.com.au

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