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Digital Media
Trends
Bob Pearson
October 23, 2015
Our customers experience our brands well
before they ever “meet us”
PreCommerce drives e-commerce
1
A small number of people, words and channels
make all the difference
<50 influencers
<15 words or phrases
<10 channels
200...
Less than 50 people drive the majority share of
conversation for a brand
Name / Outlet
Rank Score
160/1188 258/88372
Name ...
Your audience is ready to tell you everything
you need to know
The audience is more important
than the outlet
3
Audience architecture tracks your exact audience
A second sales force awaits you
Will you “hire” them?
4
1% CREATE Content
Influencers
The creators of content
Will always be critical to know and build
right relationships with
9...
You can gauge the efficiency of your B2B or
B2C network with precision
It’s a new form of social CRM
5
What are your employees, partners and suppliers saying and
doing online?
The shift from “Advertising” to “Storytizing”
Customers help tell the brand’s story Mad Men are now
MiddleMen
6
MasterCard
Deliver content as a full story to
any channel, anywhere by
anyone
Time on Capsule – 7:30 mins.
Content Distrib...
Responsive experience replaces
responsive design in importance
More than 50% of traffic to your website comes from a
mobil...
Is the visit to your channel generic?......
Or, are you aligning content with intent without a click?
29%
Decrease in Bounce Rate
14%
Increase in Pages Per Visit
22%
...
The shift from “paid media”
to “smart media”
Earned, Shared and Owned media makes
Paid media smarter
A smart ESO plan redu...
SHARED MEDIA
Social media channel strategy
Community management
Shareable content
EXPERIENCES
CONTENT
CAMPAIGNS
PROGRAMDES...
Markets don’t wait for campaigns anymore
Customers tell us what they want
You already have the content they need
What stop...
The fundamentals for media efficiency
are simple
10
Five fundamentals of media efficiency
Listening
insights driven
publishing
platforms (any
device)
Influencers
the top 50 p...
1. Who drives share of conversation for my brand?
• Do I know the top 50 people?
2. Is my second sales force activated?
• ...
@bobpearson1845
Books
PreCommerce
Storytizing (March, 2016)
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Digital Media Trends: Audience Architecture

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The future of marketing is to first understand the market and your audience. Once you do that you can surround sound them with stories and content that matter.

Published in: Marketing

Digital Media Trends: Audience Architecture

  1. 1. Digital Media Trends Bob Pearson October 23, 2015
  2. 2. Our customers experience our brands well before they ever “meet us” PreCommerce drives e-commerce 1
  3. 3. A small number of people, words and channels make all the difference <50 influencers <15 words or phrases <10 channels 200-400 questions per topic 2
  4. 4. Less than 50 people drive the majority share of conversation for a brand Name / Outlet Rank Score 160/1188 258/88372 Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score WhoInfluencestheInfluencer? Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score WhoDoestheInfluencerInfluencetheMost?
  5. 5. Your audience is ready to tell you everything you need to know The audience is more important than the outlet 3
  6. 6. Audience architecture tracks your exact audience
  7. 7. A second sales force awaits you Will you “hire” them? 4
  8. 8. 1% CREATE Content Influencers The creators of content Will always be critical to know and build right relationships with 9% SHARE & REPACKAGE 9 Advocates We spend our time inside social media channels We add our views to stories we receive We decide what to share Peer influence is now more relevant than ever 90% LISTEN & LEARN 90 Enthusiasts Most of us benefit from the actions of the 1 and the 9 Rely heavily on search and word of mouth Hey, we’re busy….. 1 The 9% are shaping the future of your stories
  9. 9. You can gauge the efficiency of your B2B or B2C network with precision It’s a new form of social CRM 5
  10. 10. What are your employees, partners and suppliers saying and doing online?
  11. 11. The shift from “Advertising” to “Storytizing” Customers help tell the brand’s story Mad Men are now MiddleMen 6
  12. 12. MasterCard Deliver content as a full story to any channel, anywhere by anyone Time on Capsule – 7:30 mins. Content Distribution
  13. 13. Responsive experience replaces responsive design in importance More than 50% of traffic to your website comes from a mobile phone or tablet 7
  14. 14. Is the visit to your channel generic?......
  15. 15. Or, are you aligning content with intent without a click? 29% Decrease in Bounce Rate 14% Increase in Pages Per Visit 22% Increase in Visit Duration 42% Higher click through rate visitors served industry specific content.
  16. 16. The shift from “paid media” to “smart media” Earned, Shared and Owned media makes Paid media smarter A smart ESO plan reduces your spend 8
  17. 17. SHARED MEDIA Social media channel strategy Community management Shareable content EXPERIENCES CONTENT CAMPAIGNS PROGRAMDESIGN&TACTICS PAID MEDIA AMPLIFICATION Content syndication Native advertising Search Paid social OWNED MEDIA Brand website & mobile apps Blog & SMEs Editorial strategy DIGITALPLATFORMS ANALYTICS& INSIGHTS EARNED MEDIA Influencer strategy Alliances & partnerships Curation & collaboration A new media planning model is emerging
  18. 18. Markets don’t wait for campaigns anymore Customers tell us what they want You already have the content they need What stops you from delivering every day? 9
  19. 19. The fundamentals for media efficiency are simple 10
  20. 20. Five fundamentals of media efficiency Listening insights driven publishing platforms (any device) Influencers the top 50 people and the top 4 influencers for each influencer Language the top 15 words that optimize search visibility Content the stories that matter via a content curation engine Distribution the channels that matter for resource allocation
  21. 21. 1. Who drives share of conversation for my brand? • Do I know the top 50 people? 2. Is my second sales force activated? • Top 100 to 1,000 people who will move content 3. Which words align your brand with your customer? • Do we use these words in all of our content? 4. Which channels are most effective? • What are my top 4 and why? 5. What your customers are thinking right now? • And what is the edge I can create as a result? Ask yourself these questions
  22. 22. @bobpearson1845 Books PreCommerce Storytizing (March, 2016)

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