3. INTEL CONFIDENTIAL3
My Background
“<Amex> spends one-third of marketing
budget each year on things that often
can't be measured by the usual
standards of success” – John Hayes,
Amex CMO
“Disney has demonstrated a consistent
ability to turn almost anything it
touches into a cash machine” – Ryan
Tracy, Newsweek
14. INTEL CONFIDENTIAL14
Amex OPEN Forum
Tactics
• Scalable platform with curated content that aids SEO and
provides branding opportunities
Outcome
• 4x larger than nearest competitor,1/3 of SMB community,
higher Amex brand awareness and retention
Beyond OPEN
• Small Business Saturdays - 103 million shoppers in 2011,
NYC Hackathon, Political support
16. INTEL CONFIDENTIAL16
Disney’s Dream Campaign
Goal
• Maintain & gain consumer travel share of wallet
Challenge
• Overcome shift in travel preferences towards local and “authentic”
experiences
Consumer Insight
• Busy parents want to spend more quality time with family
Disney Value
• Single stop for consistent, high-quality, family-friendly experiences
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Disney’s Dream Campaign
Tactics
• Meld cultural relevance with nostalgia to drive brand excitement
• Actively engage with influencers at ground level to generate highly
distributed UGC
Outcome
• Disney made up 8 of 10 most visited theme parks on earth in 2012
Beyond Disney
• Huge PR and UGC benefit beyond Disney’s owned channels
19. INTEL CONFIDENTIAL19
Keep in mind…
Consumers are in a constant state of research
Must intercept our audience across a wider set of topics
Consumers expect content to always be accessible
Must ensure content is shareable and device-optimized
Consumers are inundated with information
Must focus on fewer messages with higher impact
Consumers are pre-disposed to filtering info
Must trade valuable information in exchange for attention
25. INTEL CONFIDENTIAL25
Key Learnings
Articulate a goal and develop measurable content strategy to achieve
it
Embrace and leverage Intel’s persona, “Your Friend the Genius”
Speak authoritatively and confidently to audience who craves
information
Develop single roadmap to guide content development across the
organization
Tie content with broader themes in the consumer and business
environment
Be bold in creative execution to maximize earned media and
awareness
Utilize single, scalable portal (iQ?) to push all of Intel’s consumer and
business content
Proactively engage influencers and brand ambassadors to develop
I worked for 4 years in a variety of consumer marketing roles at Amex, and 2 years as a PMM for a kids online game at Disney
Both companies have a strong perspective on the influence content has in driving the business. For Amex, content allows the company to build an emotional bond with consumers to overcome negative perception of financial services industry and aid awareness
For Disney, content IS their business, and they’re experts at creating and sharing it.
- Agenda topics to cover today.
Important to distinguish the information (photos, articles, apps, etc) from the technology/channels through which the content is distributed
Information should be tailored to the audience and context through which it’s being shared
Not all media channels are created equally. One of the biggest challenges marketers face is delivering the right content through the right channel
It’s helpful to think of content channels as on a spectrum, from Active to Passive. On the far left, an active form of consumer engagement might be playing a game, or writing an article. When a consumer is engaged in these activities, he/she might expect a high level of interaction with the content producer. On the other end of the spectrum are completely passive forms of content consumption, such as reading a magazine, or watching TV.
Brands must understand the expectation their audience has in engaging with content through various media
Some brands are good at tailoring their content/messaging to the media channel, and some are not.
Two examples come from Facebook, one for Samsung USA, and one for GE. On the left, Samsung’s fb page looks to be one long brochure for Galaxy. Very transactional in nature, the messaging is all about the brand pushing a one-way message out to consumers. While there might be customer interaction on each post, it tends to be unengaging and fleeting.
GE’s fb profile, on the other hand, is full of interesting information. Fun facts, old photos, and generally interesting imagery fills the profile, while simultaneously downplaying GE’s brand. The purpose is to surprise the consumer with unique information, and encourage a conversation (GE does a great job of replying to some comments and keeping the conversation going). Overall, GE is able to develop a voice that seems authentic through its fb profile.
As broadband and smartphone penetration has increased, consumers have a wider variety of information to consume, and a greater ability to filter
Whereas in the past, brands could push out a transactional message with the expectation it would likely be consumed, now they have to work harder to engage audiences and overcome filtering
The boundaries between advertising and entertainment have blurred
- As an example, a billboard for Coca Cola that is representative of this “older” method of transactional advertising
Now, to garner attention, brands need to provide a unique and informative/entertaining experience
Example – a Nike billboard in Argentina, within which contains a treadmill. Each km run on the treadmill is matched by a donation from Nike to Unicef. Great example of interactive adver-tainment
To go into a bit more detail around specific content generation strategies at companies from my past, let’s start with an example from American Express
This example illustrates an example of a company that built a new content platform to reach an underserved audience
Move up to front after my background
OPEN helps position Amex as a though leader in the SMB space, provides access to new audiences through content syndication, and aids SEO through proliferation of relevant content, which drives card acqusition
To go into a bit more detail around specific content generation strategies at companies from my past, let’s start with an example from American Express
This example illustrates an example of a company that built a new content platform to reach an underserved audience
Disney’s example, on the other hand, is an example of seeding their existing audience with new information, while also empowering their community of passionate advocates to supplement their content universe
Move up to front in front of my background
- Disney’s example, on the other hand, is an example of seeding their existing audience with new information, while also empowering their community of passionate advocates to supplement their content universe
Move after disney and Amex (critical learnings over the years)
- Agenda topics to cover today.
Another interesting example of innovative use of social media comes from Old Spice. They were a stodgy brand with little relevance among younger males, so P&G took a very deliberate viral marketing approach to reinvigorating the brand among Millenials. Through this viral strategy, they were able to create a branding platform that has lived far beyond the initial video that was produced for YouTube in 2010.
Quality content generation that CHANGED perception was their first priority. Once that content was created, it was deliberately seeded to influencers (such as Perez Hilton) who then shared it to their audiences. In addition, Old Spice leveraged scalable “free” channels such as Youtube and Facebook to ignite virality. Once the “Old Spice Man” persona caught on, Old Spice took it to a new level by allowing him to engage with the audience, thereby continuing the brand interaction beyond the video, and spawning more content that was created in response to audience questions. Finally, Old Spice enabled their content to be picked up and imitated by others, such as Sesame Street.
- Great content strategy has the added benefit of enabling a brand to move beyond its core audience, and extend itself into new markets. In the Old Spice example, the “Old Spice Guy” was able to bring about brand awareness to a whole new audience, which therefore gave “permission” to the brand to enter new product categories that were relevant to the Millenial audience. Therefore, beyond cologne, Old Spice extended itself as a scent that could be applied to a variety of personal hygiene products, and even apparel.
Here’s an example of an innovative use of interactive online media to help build awareness of a virtually unknown product. Completely pushed the envelope to develop a long-lasting association with the brand
In another example, a well planned content strategy allows brands to enter markets where they were previously unknown, and aid purchase decisions based on a content strategy designed to drive awareness
Turkish Airlines is a well-known airline in the Middle East, but had an explicit goal of becoming one of the top 10 largest airlines in the world by 2020. To do that, they had to increase their global brand awareness and reputation, particularly in North America and Western Europe
They partnered with some of the biggest brands in sports – including FC Barcelona and Man Utd to become the “official airline” of these teams, and then went about creating highly engaging video content featuring well known sports celebrities such as Kobe Bryant and Lionel Messi.
Huge awareness translated into a huge spike in FB followers (which implies TA became part of the consideration set for many people looking to fly globally) and the airlines number of total passengers, destinations served, and revenue, have hit all time highs in 2012
What does Intel have in its content arsenal that can be applied to our brand in a way that makes sense? Maybe we start with our front door, and create an experience that encourages ongoing engagement, and positions Intel as a thought leader
