Cool content presentation v3

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Cool content presentation v3

  1. 1. /  Helping BT become afootball ‘player’Cool Content 21 September 2012 1
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  4. 4. /  Introducing ZoneZone is a digital agency with a uniquecontent heritageOur team of 110 includes planners,creatives, developers, account managers– and journalistsOur editorial expertise makes usuniquely well placed to help brandsconnect with audiences in an always-ondigital world 4
  5. 5. /  Today 1 2 3 4 5 The Our The content The results Key learnings challenge approach 5
  6. 6. /   1. The challenge 6
  7. 7. /  June 2010 7
  8. 8. /  The challengeCan BT establish itselfas a credible player Can I play with you?in the football market? Run along, squirt 8
  9. 9. /  In the pre-digital world… Hi, I’m Kevin Keegan and football on BT is ace! 9
  10. 10. /  Marketing used to be a doddle• Brands static• All touchpoints controlled by brand manager• Purchase media• Interrupt consumers 10
  11. 11. /  Marketing used to be a doddle BUY  THIS  YOU  IDIOTS!   11
  12. 12. /  But in the digital world…• Brands are alive• Distribution is open to everyone• Touchpoints out of brand manager’s control• Conversations happen 24/7• A small number of people can make a vast amount of noise about a brand 12
  13. 13. /  The role of content• Content can become part of these conversations by giving people something of value• Brands need to move from telling one big story a year to continual engagement 13
  14. 14. /   “ If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business ” and loyalty. Content Marketing Institute 14
  15. 15. /   2. Approach 15
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  17. 17. /  The insight In digital, you cannot divorce the content from its method of distribution 17
  18. 18. /  The insight Whatever Hello, I’m really credible 18
  19. 19. /  Zone’s approach1. Appoint a full-time editor with a deep understanding of the football audience2. Identify and leverage key influencers within the digital football community3. Optimisation and distribution of content for appropriate digital channels 19
  20. 20. /  1. Living and breathing the brand• Full-time editor• Commissioning budget• Support from wider Zone team: - Subs - Developers Dan - Designers - Picture editors 20
  21. 21. /   2. Identify and leverage key influencers 80% of 6% of online impressions adults about a brand or issueSource: Forrester Online Survey, 2010. Base: All US Online Adults 21
  22. 22. /  2. Identify and leverage key influencers• Instinctively understand how to connect in a digital world• Understand how to build and nurture audiences• Fresh eye on stories rather than formulaic approach• Bring their own audiences with them 22
  23. 23. /  2. Identify and leverage key influencers• Instinctively understand how to connect in a digital world• Understand how to build and nurture audiences• Fresh eye on stories rather than formulaic approach• Bring their own audiences with them Create and distribute content   23
  24. 24. /  2. Identify and leverage key influencers• Instinctively understand how to connect in a digital world• Understand how to build and nurture audiences• Fresh eye on stories rather than formulaic approach• Bring their own audiences with them Create and distributeThe distribution is integral to the content content   24
  25. 25. /  3. Optimisation for key channels • Understanding how football fans behave in digital • Where they source content? • How they source content? 25
  26. 26. /  3. Optimisation for key channels • Understanding how football fans behave in digital • Where they source content? • How they source content? = 47% of all traffic 26
  27. 27. /   3. The content 27
  28. 28. /  Considerations• It’s a hugely saturated market• Fans source match previews / reviews from trusted sources• Impossible to compete on news• Footballers are genetically boring 28
  29. 29. /  Considerations• It’s a hugely saturated market• Fans source match previews / reviews from trusted sources• Impossible to compete on news• Footballers are genetically boringBUT fans do seek out high quality, highlyopinionated content 29
  30. 30. /  The role for Life’s A Pitch “Original opinion from the best football writers on the web” 30
  31. 31. /  What works?Profiles of new and youth players thatcould potentially transform a club’sfortunes 31
  32. 32. /  What works?Provocative tactical analysis of teams andplayers 32
  33. 33. /  What works?A sense of perspective amid all thehysteria 33
  34. 34. /  What works?Gentle poking of fun at millionairefootballers 34
  35. 35. /  What works?Criticism (or praise) of popular (or disliked)figures 35
  36. 36. /  What works?Picking up the baton on an issue fans feelignored on 36
  37. 37. /  Video• Influential bloggers alongside national newspaper journalists• Seeded through their networks and our own social media platforms• Same editorial principles 37
  38. 38. /   4. The results 38
  39. 39. Instant impact• In the five months after Zone took over Life’s A Pitch in April 2011, compared to the five months the site was live beforehand, weekly visits increased by 1,465% 39
  40. 40. Building on the success• Comparing August 2012 to March 2011 (the final month before Zone took over) we’ve achieved a 16,315% increase in visits 40
  41. 41. Distribution• Over 1.7 million views on YouTube with nearly 3,000 subscribers• Over 5,000 Twitter followers 41
  42. 42. Value for money £3 million Much, much less 42
  43. 43. The challengeCan BT establish itself asa credible player in thefootball market? 43
  44. 44. The challengeCan BT establish itself asa credible player in thefootball market? 44
  45. 45. A phased approach1.  Establish platform for ongoing conversation ✔2.  Create, ongoing valuable content to feed conversations ✔3.  Build audience ✔4.  Build relationships ✔ 45
  46. 46. A phased approach1.  Establish platform for ongoing conversation ✔2.  Create, ongoing valuable content to feed conversations ✔3.  Build audience ✔ Convert4.  Build relationships ✔ 46
  47. 47. “ If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business ” and loyalty. Content Marketing Institute 47
  48. 48. /   5. If you remember three things… 48
  49. 49. /  If you remember three things…1.  Don’t think about digital content in isolation of its method of distribution2.  It’s about target influencers, not just target audience3.  Quality actually matters 49
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  51. 51. /   Thank you 51

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