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How to Skip the Algorithms Creating Time Relevant Content

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Mauro A. Fuentes - The Inbounder Global Conference 2018

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How to Skip the Algorithms Creating Time Relevant Content

  1. 1. How to skip the algorithms creating time relevant content Mauro A. Fuentes Álvarez @fotomaf
  2. 2. Algorithms Zero #theinbounder
  3. 3. Algorithms Zero #theinbounder
  4. 4. Algorithms Zero #theinbounder
  5. 5. The business definition Content is the collection of paid, owned and earned media Advertising: - Display/banner ads - Pay per click - Affiliate marketing - Paid Influencers Digital & published properties: - Websites - Blogs - Social presence - Apps - Annual report - White papers PR Generated: - Word-of-mouth - Influencer outreach - Publisher editorial - Social sharing - Organic influencers Paid Media! Earned Media! Owned Media! #theinbounder
  6. 6. Cultural Relevance Actions speak louder than words #theinbounder
  7. 7. WHAT MAKES BRANDS MATTER? #theinbounder
  8. 8. #theinbounder
  9. 9. Brands today face an uphill communications battle #theinbounder
  10. 10. Half of the UK is bombarded with irrelevant marketing #theinbounder
  11. 11. Not trusted #theinbounder 89 86 83 81 74 38 35 17 0 10 20 30 40 50 60 70 80 90 100 Trust Doctors Teachers Scientists Judges The police Banks Brands Politicians
  12. 12. Not watched
  13. 13. could disappear not relevant 74% #theinbounder
  14. 14. When people stop talking our brands start dying #theinbounder
  15. 15. ‘Earned’ is the most influential canvas#theinbounder
  16. 16. And culture is our paint#theinbounder
  17. 17. We must focus on fostering cultural relevance if we want to survive #theinbounder
  18. 18. 2005 2013 2015!
  19. 19. People demand a new relationship with businesses, brands and institutions…and they’re going to get it… and they’re not all millenials#theinbounder
  20. 20. By connecting together, they affect change #theinbounder
  21. 21. “Talkable brands penetrate culture. They become so seamlessly woven into the fabric of conversation that sharing brand-related information takes on the value of social currency.”  PAUL POLMAN, UNILEVER #theinbounder
  22. 22. Effective content should be so relevant, entertaining and usefulthat you don’t mind it is marketing. It’s chosen, not tolerated. #theinbounder
  23. 23. Contentis a powerful creative medium to bring more persuasive and memorable brand storytellingto life. #theinbounder
  24. 24. Millennial relevant content planned answering cultural insights #theinbounder
  25. 25. 5 Cultural Behaviours To Make You Matter LEAD with a clear and consistent point of view, relevant to your audience and your brand. RESPOND Be fleet of foot to be part of the right conversations. RECIPROCATE Use data insights to identify and address relevant audience needs. CREATE useful experiences, products and services. CONVENE Bring people together based on values, interests and passions. #theinbounder
  26. 26. “HOW DO WE BETTER UNDERSTAND (AND START TO) MARKET IN-THE-MOMENT?” #theinbounder
  27. 27. MATTERING
  28. 28. RIGHT NOW IS ON THE RISE People are making decisions faster People expect to get support, products and services immediately People are increasingly making last-minute plans #theinbounder
  29. 29. RIGHT NOW IS ON THE RISE IN EVERY SPACE #theinbounder
  30. 30. Content without a purpose #theinbounder
  31. 31. WITHOUT BRAND DISCIPLINE IT CAN BECOME A MOMENT OF WASTEFUL MEDIA CONNECTION OR WORSE… #theinbounder
  32. 32. WHILE BEING TRUE TO THE BRAND CAN CREATE POWERFUL AND IRRESISTIBLE CONTENT IN-THE-MOMENT Moment Marketing is not blind/reckless content creation. On the contrary, it is an efficient way to “Marketing in the Moment.” (answer ‘when, why, how.’) #theinbounder
  33. 33. Content that works #theinbounder
  34. 34. #theinbounder
  35. 35. Content that works #theinbounder https://www.stedavies.com/social-media-algorithms-guide/
  36. 36. #theinbounder Reactvertising!
  37. 37. #theinbounder
  38. 38. MOMENT MARKETING ALLOWS BRANDS TO CONNECT WITH CONSUMERS IN MOMENTS THAT MATTER, SO THAT WE CAN ENGAGE THEM WITH IMPACTFUL, TIMELY, RELEVANT CONTENT AND CONVERSATIONS MOMENT MARKETING = MATTERING NOW
  39. 39. DIMENSIONS
  40. 40. FRAMEWORK: MOMENTS HIERARCHY OCCASION / EVENT MOMENT MICRO-MOMENT STRATEGIC BUSINESS OR BRAND OPPORTUNITY: MOMENTS ALREADY HEIGHTENED OR IDENTIFIED BRAND AND PRODUCT FILTER/ ROLE: HOW DO WE FIT IN THE MOMENT BRAND AND PRODUCT RECEPTIVITY & ENGAGEMENT: MAKING MOMENTS AND OUR ASSOCIATION NOTABLE, POSITIVE AND PERSONAL #theinbounder
  41. 41. ANNUAL OCCASION: CHRISTMAS OCCASION MOMENT MICRO-MOMENT CHRISTMAS DINNER TOAST SHOPPING BASKET RECIPE SEARCH THEME, INVITE, DECORATION, ETC. #theinbounder
  42. 42. RECURRENT CALENDAR SPORT EVENTS OCCASION MOMENT MICRO-MOMENT WORLD CUP VIEWING PARTY/TIME WITH FRIENDS PLANNING GET-TOGETHER* FAN NOTE EXCHANGE/TRIVIA* ADAPTIVE CONVERSATION ON IN-GAME MOMENTS** CONTENT ON BEST GOALS* *PLANNED MOMENTS **UNPLANNED MOMENTS #theinbounder
  43. 43. Occasions / Events Christmas FIFA WorldCup Trends Memes videos EuroVision Occasions Dinner Party Going to the cinema Behaviors Habits Shopping Driving Friend meeting Drinking Networking on social media Getting ready in the morning Buying a car Proprietary or non proprietary events News Occasions Stories Milestones Personal - JourneyCultural Brand Quantity, duration, frequency and recurrence will vary MOMENTS CAN ORIGINATE FROM DIFFERENT PLACES #theinbounder
  44. 44. BUILD ANTICIPATIONSTAGE 1 STAGE 2 GAME TIME STAGE 3 HIGHLIGHTS AND RECAP THEY TYPICALLY COME IN PHASES an exact point in time an appropriate time for doing something; an opportunity a very brief period of time a particular stage in something's development or in a course of events GRANUALARITY PRE DURING AFTER #theinbounder
  45. 45. #theinbounder MOMENT PLANED CONTENT
  46. 46. OPPORTUNITIES
  47. 47. Customer Value AcquisitionBrand Value Reduces churn and builds advocacy with every interaction Increases commercial value through focused content Builds trust and creates a favorable selling environment PRE DURING AFTER EACH MOMENT AND MICRO-MOMENT CAN DRIVE SPECIFIC OBJECTIVES AWARNESS, CONSIDERATION, PREFERENCE ACTIVATION, LOYALTY EXPERIENCE, ADVOCACY #theinbounder
  48. 48. Millennial cultural relevant content planned answering a trendic topic of real time social conversation #theinbounder
  49. 49. THEY CANNOT ALL BE PLANNED FOR: CONTEXT AND RESPONSES UNPLANNED unpremeditated, unscheduled,  accidental, unexpected, surprise, spontaneous PLANNED set in stone or can be anticipated, part of a calendar, an agenda REACTIVEResponses Context PROACTIVE Response prepared in advanced for a known moment, and micro-moment Response prepared for an upcoming moment during the same day or next 2-3 days Response to a twist in the course of an event or to a new micro- moment unfolding Response to a new moment or micro-moment and requires a response in a short timeline to be relevant or real-time #theinbounder
  50. 50. Millennial cultural relevant content #theinbounder
  51. 51. Millennial cultural relevant content #theinbounder
  52. 52. TROLLING TRUMP HOW ROYAL JORDANIAN GOT A BRAND MAKEOVER #theinbounder
  53. 53. #theinbounder
  54. 54. #theinbounder
  55. 55. #theinbounder
  56. 56. #theinbounder
  57. 57. #Reactvertising #theinbounder
  58. 58. #theinbounder
  59. 59. #theinbounder
  60. 60. Conversation Between Brands
  61. 61. Conversation Between Brands
  62. 62. #theinbounder Conversation With Influencers
  63. 63. Conversation With Influencers
  64. 64. #theinbounder Conversation With Influencers
  65. 65. #theinbounder Conversation With Influencers
  66. 66. SO PREPARE A MOMENT REQUIRES TO BOTH BE PLANNED AHEAD AND IN THE NOW OCCASION / EVENT MOMENT MICRO-MOMENT PROGRAM HERO CONTENT Planned annually and produced quarterly PULSE PROACTIVE CONTENT / ALWAYS ON Planned weekly and produced weekly PULSE REAL TIME CONTENT Planned daily and produced in real-time PLATFORM (BRAND) Planned annually or bi-annually #theinbounder
  67. 67. CONTENT / RESPONSE IMPERATIVES AND IMPACT Content Speed Content Shelf Life Audience Engagement Resources required Production Scale How fast the content needs to be prepared in advance How long it will stay actual and relevant and potential reusability Moment relevance and level of personalization (customer) Level of creativity and channel / platform knowledge Skills, tools, process and time required for development #theinbounder
  68. 68. IMPERATIVES AND IMPACT MAPPED UNPLANNED PLANNED REACTIVEResponses Context PROACTIVE Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale #theinbounder
  69. 69. PLANNING
  70. 70. DEFINNING MOMENT TERRITORIES IDENTIFY THE OCCASION(S) THAT PROVIDE GREATEST BUSINESS AND BRAND OPPORTUNITY DEVELOP DEEPER UNDERSTANDING OF AUDIENCE UNDERSTANDING IN-MOMENT BEHAVIOR. REFINING THE MOMENT SPACE IDENTIFY & REFINE THE RIGHT MOMENTS AND ASSIGN ROLE OF COMMS FOR EACH—LINKING IT CLOSELY TO BUSINESS & BRAND GOAL BUILD A MOMENT SPECIFIC CONSUMER PERSONA THE BRIEF TO TRIGGER COMMUNICATION. BUILD COMMUNICATION IDEAS/ CALENDAR STEP #1 STEP# 2 STEP# 3 STEP #4 PLANNED PLANNED UNPLANNED APPLY THE PLANNED FRAMEWORK IT WILL GUIDE MOMENTS SELECTION AND BRAND RELEVANCE SPOT OPPORTUNITES DAILY ON THE WATCH FOR EXISTING AND NEW MOMENT AND MICRO-MOMENTS WHERE THE BRAND HAS A POINT OF VIEW #theinbounder
  71. 71. MINDSET
  72. 72. TO THE SOCIAL PEOPLE: RIGHT NOW DOESN’T MEAN SHORT TERM Riding on an occasion rather than working through how the brand fits. Credibility over being the first. Building meaningless or too much content that won’t leave a trace. Foster deeper links that can reaffirm brand promise within the context/ occasion/moment can help drive habit, sales as well as love. Ride waves with few but more powerful brand connections. What is the impact? Brand essence needs to be baked into the content. Ideas that are not only living in social – permute beyond. #theinbounder
  73. 73. TO THE BRAND PEOPLE: RIGHT NOW DOESN’T MEAN NO SUBSTANCE DEEP PLATFORM KNOWLEDGE IS IMPORTANT TO CRAFT A RESPONSE THAT IS MEANINGFUL AND RELEVANT IN CONTEXT. NEED TO ADJUST TO WORK WITH REDUCED TIMEFRAME FOR ALL THE UNPLANNED MOMENTS. TRADITIONAL SKILLS IN PLANNING AND CREATIVE IS AS IMPORTANT AS DIGITAL AND SOCIAL EXPERTISE. #theinbounder
  74. 74. Are you Hungry?#theinbounder
  75. 75. THANK YOU! Mauro A. Fuentes Álvarez @fotomaf

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