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Content ParadoxSix Rules to Harness the Chaos    Narayanan Madhavan          April, 2012
Why we need to ponder,           wander and wonder• A century-old revenue model based on  advertising/PR is facing a threa...
Rule 1: Content is King-But Attention Will Be Empress               • Virality Quotient (VQ)                 improves visi...
Rule 2: The Pizza Principle     -Content needs to be “repurposed”• Content will be  designed like  adjustable airline seat...
Rule 3. “Feel Factor” will replace         “Form Factor”                 • Content is received                   inside yo...
Rule 4: Contentdiscovery is an industry  • Search engines are    chaotic, inadequate    still – long way to go  • Social m...
Rule 5. Branding is about  reputation, not recall             • Social buzz, social               CRM will be             ...
Rule 6. Sponsor content,    raise your brand• Coke Studio/Binaca  Geetmala/Bournvita Quiz  contests/ITC Sangeet-  Research...
Why ride culture, when you can           shape it?• Repurpose• Restructure• Relate                Courtesy:Searchenginelan...
Thank you!• Madhavan.n@gmail.com
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Content Paradox - Madhavan Narayanan at the IndiaSocial Summit 2012

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Madhavan Narayanan's presentation on Power Talk: Future of Content at the IndiaSocial Summit 2012

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Content Paradox - Madhavan Narayanan at the IndiaSocial Summit 2012

  1. 1. Content ParadoxSix Rules to Harness the Chaos Narayanan Madhavan April, 2012
  2. 2. Why we need to ponder, wander and wonder• A century-old revenue model based on advertising/PR is facing a threat – both for brands and publishers• Loser Generated Content may erode a market for remunerative content, Long Tail makes ads difficult to measure• Future of content, business models and brands that relied so far on old-world advertising/public relations are at stake. And intertwined
  3. 3. Rule 1: Content is King-But Attention Will Be Empress • Virality Quotient (VQ) improves visibility of shared content • Attention Quotient (both drawn attention and retained attention) are critical – Draw the horse to water, and make it drink
  4. 4. Rule 2: The Pizza Principle -Content needs to be “repurposed”• Content will be designed like adjustable airline seats or variable pizza toppings, even when the basic stuff is the same• Need for customisation – at low cost/effort
  5. 5. Rule 3. “Feel Factor” will replace “Form Factor” • Content is received inside your brain, heart and mind • Are they GENUINELY INTERESTED? • No 30-second commercial, no A4 paper, no Berliner
  6. 6. Rule 4: Contentdiscovery is an industry • Search engines are chaotic, inadequate still – long way to go • Social media triggers a zillion points of intervention • Kumbh Mela Syndrome
  7. 7. Rule 5. Branding is about reputation, not recall • Social buzz, social CRM will be countervailing forces • Advertising, PR are active. Social buzz is interactive • Low-cost, high-impact branding feasible. Your rival knows it
  8. 8. Rule 6. Sponsor content, raise your brand• Coke Studio/Binaca Geetmala/Bournvita Quiz contests/ITC Sangeet- Research Academy#youremember• Abandon demographic obsession• CSR meets content meets branding• Ride the reputation wave
  9. 9. Why ride culture, when you can shape it?• Repurpose• Restructure• Relate Courtesy:Searchengineland.com
  10. 10. Thank you!• Madhavan.n@gmail.com

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