Content Marketing Strategies Conference: Simon Kelly_keynote


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The 2011 Content Marketing Strategies Conference ( had some amazing speakers and lively conversation. This is one great example. Continue the conversation at

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  • No longer campaigns but ongoing conversations. Brands becoming publishers.
  • We all know that advertising-as-interruption is over. In this opt-in culture, the brands that tell the best stories win. And we help brands tell these stories. Instead of simply replicating the one campaign message across different channels, we use different media to tell different parts of the one story – whether that’s through long-form print editorial, digital, social media, film and real-world experiences, apps and, yes, even the occasional print and TV ad. Ultimately it’s about creating original media that customers actually choose to engage with, explore and then recommend to others. This line of thought has had many names – ‘media neutral’ or ‘agnostic’ or a bunch of other things. Today it’s just common sense. The issue for most traditional agencies has never been the thinking, it’s been delivering on it. Simply put, they were fundamentally designed to create messages, not help turn their clients into publishers.
  • I would use this slide to make the point that the future of marketing is crowdsourcing the effort.That the #1 purchase influencer worldwide is friends.The #2 purchase influencer is virtual strangers.And the most effective, least costly way to tell your story us to have your brand’s fans spread it. The better the story…the farther it will spread.
  • Over the last 7 years, we’ve worked to transform from an automotive manufacturer to multi-channel publisherAnd along the way create the most awarded international publication in historyPublished three times a year, Lexus magazine is the global,multilingual communication vehicle for Lexus owners worldwide.- 5 asian languages, 8 european languages (& four versions of english) Over 50 countries Three levels of content (global, regional &local)
  • Over the last 7 years, we’ve worked to transform from an automotive manufacturer to multi-channel publisherAnd along the way create the most awarded international publication in historyPublished three times a year, Lexus magazine is the global,multilingual communication vehicle for Lexus owners worldwide.- 5 asian languages, 8 european languages (& four versions of english) Over 50 countries Three levels of content (global, regional &local)
  • Dr Vino: Estimated 27k U.S. monthly users; Skews younger - age 25-34 (62%) age 35-44 (38%); Skews Female (55% F/45% M); College educated; Low CPMThe Wine Cask Blog: Low traffic; Potential up-and-comerVinography: Est 33k U.S. monthly users; Skews older - age 25-34 (43%) age 34-55 (57%); Even gender (52% F/48%M); College educatedBrooklynguy Loves Wine: Low traffic, DRINKnectar: Prolific blogger; Reviews 17-20 wines each monthDirty South Wine: Offbeat blogger that participates in both blog/vlog formatInclude enthusiasts vs image seekers
  • Almost everyone except tv advertisers now understand interruption is no longer as effective as it used to be.In fact not just interruption, but adjecency too. In the post advertising age, effective brands are the content/channel, not adjacent to it. This refers to banners, and many other forms of 20th century media paradigms that have been ported to the post advertising world.
  • Content Marketing Strategies Conference: Simon Kelly_keynote

    1. 1. Content Marketing Strategies <br />February 16, 2011 <br />Welcome to the Post Advertising Age<br />
    2. 2. 2011 is the year of content marketing.<br />“2011 Trends: Content Marketing Is Critical”<br />“Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.<br />“Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.”<br />—Geoff Ramsey<br />CEO, eMarketer<br />Lead story in eMarketer<br />1 December 2010<br />
    3. 3. The future of advertising is content<br />The future of advertising is here.<br />Find the story at the heart of the brand.<br />Integration is the critical strategy and the keyis to integrate all marketing around a core narrative in any media channel.<br />Deliver audiences by delivering storiesthey want to read, watch and hear—storiesthey want to part of and share.<br />The long-term goal of all advertising is tocreate brand fans who will spread your storiesfor free, driving your media spend down, down,down.<br />The purpose of a business is to create customers who create other customers.<br />
    4. 4. Every brand has a story to tell, those who tell IT best win. <br />
    5. 5. Don’t just take our word for it – thanks Tom. Now it must be true!<br />
    6. 6. 2011 is the year of Story-telling.<br />“story is more powerful than the brand, the best story wins. I am—simply, unabashedly, out loud, screaming, and shouting—saying, focus on the quality of your storytelling. Turn that complex idea into storytelling. <br />And if you don’t believe me, talk to an effective trial lawyer, even if she or he works on complex commercial cases.”<br />—Tom Peters<br />Management Guru<br />Sept 3, 2010<br />
    7. 7. Why stories are important<br />GREAT STORIES PERSUADE, and they change deeply-held beliefs<br />IN Narrative Impact: Social and Cognitive Foundations, MARCIA K. JOHNSON, THE CELEBRATED YALE PSYCHOLOGY PROFESSOR, WRITES:<br /> “Stories are a particularly compelling source of information and…public narratives (e.g., books, movies, news stories, TV programs) have the potential to have a profound and far-reaching influence on what we remember, know and believe. It is not hard to imagine a future where the influence of public narratives is even greater as the world increasingly is connected….”<br /> <br />
    8. 8. Why Stories are important<br />They can open consumers’ wallets<br />“…the commercialization of emotions. It will no longer be enough to produce a useful product: A story or legend must be built into it, a story that embodies values beyond utility. This imperative is already occurring with more and more products.”<br />–Rolf Jensen<br />Copenhagen Institute for Futures Studies<br />1990<br />
    9. 9. GREAT STORIES are the only path to integration across CHANNELS<br />Someone sees/hears/experiences a message...<br />They check out what other people have to say…<br />They try out a brand experience on a website…<br />And tell their friends (and maybe a few strangers) about it…<br />AtL<br />EDITORIAL<br />SEARCH<br />SOCIAL<br />WebsiTe<br />Word of mouth<br />mobile<br />UGC<br />Use different media to tell different parts of one rich story.<br />Create a deeper experience.<br />Provide a foundation for ongoing engagement.<br />
    10. 10.
    11. 11. Because Great stories will spread<br />.<br />
    12. 12. THE FREE-TIME PARADOX<br />Nobody has 30 seconds for interruption, but everybody has 30 minutes to spread the stuff they like.<br />SHIELDING YOURSELF<br />Audiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.<br />REACHING OUT TO OTHERS<br />But when there’s something they want/like/need, they magically find lots of time to take action, and tell friends/colleagues.<br />
    13. 13. How Do brands become publishers and tell their story?<br />
    14. 14. Media & audienceManaging the conversation<br />
    15. 15. PaidMedia<br />OwnedMedia<br />EarnedMedia<br />Paid media is a SPEND<br />Owned media is an INVESTMENT<br />Earned media is an ASSET<br />THE PROBLEM<br />If you spend all your money on paid media, you will have to spend it again next year<br />OR…<br />You can build brand assets and recruit brand investors, and keep this year’s money working next year and beyond.<br />
    16. 16. …IT’S ABOUT Creating a Catalyst<br />PaidMedia<br />OwnedMedia<br />EarnedMedia<br />Paid media is most efficiently used to jump-start organic pass-along and long-term asset building.<br />THE GOAL<br />Don’t spend a dollar more than you have to.<br />
    17. 17. Earned media IS free, infinite and VIRAL.EMPOWER your customers to create more customers at no extra cost to you. <br />
    18. 18. Success StoriesPutting theory into practice<br />
    19. 19. The Green Giantdiscovery workshop<br />
    20. 20. We start with problems, questions and ambitions<br />The bigger picture<br />
    21. 21. The Green Giant character, as a brand champion, has been underused<br />
    22. 22. How do we make the Green Giant relevant to our younger audience?<br />
    23. 23. Who is the Green Giant?<br />
    24. 24. DISCOVERY WORKSHOP REPORT<br />We capture input, insights and strategy in what we call a Workshop Discovery Report<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29. GREEN GIANT ARCHETYPE<br />
    30. 30.
    31. 31.
    32. 32. Let’s start <br />the conversation<br />
    33. 33. LEXUSWe have managed their ownership and loyalty programming globally for 12 years<br />
    34. 34. LEXUS<br />
    35. 35. SUCCESS STORYJANSSENUsing viral video to raise awareness<br />
    36. 36. JANSSEN success story<br />Concerta’s objective:<br />ARM DOCTORS WITH A VIDEO TO HELP ADHD-AFFECTED FAMILIES SPREAD UNDERSTANDING. <br />
    37. 37. JANSSEN success story<br />THE SOLUTION<br />Story created an award-winning ADHD video for Concerta that quickly (inside six months) became Europe’s most-viewed pharmaceutical video ever.<br />
    38. 38. JANSSEN success story<br />Audience – YouTube views<br />#1<br />Viral success<br />– most viewed European pharma video EVER<br />129,943<br />Industry impact – At the 2010 Pharmaceutical Marketing Society Awards, won Best Digital Patient Communications<br />Overdelivery – vs. client expectations<br />200%<br />
    39. 39. audience managementA Two-Month Case Study<br />
    40. 40. WGN AMERICAsuccess story<br />How I Met Your Mother objective<br />DEVELOP ONLINE AUDIENCES THAT DRIVE OFFLINE TUNE-IN TO WGN AMERICA.<br />
    41. 41. INFLUENCER TARGETING<br />We proposed a three stage effort to assemble audiences.<br />SUPER fans create the good stuff<br />CASUAL fansspread the news<br />POTENTIAL fanskick back and enjoy<br />We worked with the show’s biggest fans to develop digital content worth sharing, so everyone’s got skin in the game. <br />
    42. 42. STRATEGY IN A NUTSHELL<br />Reach out to important Superfan influencers.<br /> They’ll help us create, and get it right, and inform their audience.We give them credibility, resources, exclusives, and more.<br />Create content people want to share.<br /> With the help of the influencers, build a social media friendly, channel-agnostic fan experience second to none.<br />Kickstart audience with hypertargeted media.<br /> Present our content to show fans, and make it easy to share with their social networks, to multiply our reach.<br />Drive to offline viewership on WGN America.<br /> Manage and maintain the community, and measure and adapt, to keep all roads leading to fans watching THEIR show on OUR channel.<br />
    43. 43. Developing FACEBOOK & TWITTER IDENTITIES<br />45,000+ likes <br />900+ follows<br />
    44. 44. Kicking offSUPERFAN RELATIONSHIPS<br />
    45. 45. IgnitingMEANINGFUL CONVERSATIONS<br />
    46. 46. ANECDOTAL EVIDENCE this is all WORKING<br /> “Some of our best Mother numbers ever— <br /> Sunday reached its highest A18-34 and A18-49 telecasts to date!”<br /> —Lisa Gilbert<br />
    47. 47. SOCIAL SUCCESS projected to end of program<br />Facebook Likes <br />Average Nielsen Audience Lift<br />60,000+<br />10,000+<br />Twitter Follows<br />Average Viewer Age<br />1500+<br />42 > 36<br />Potential Audience (Likes + follows) x 130 audience avg<br />Total Facebook impressions<br />75MM.<br />8MM+<br />
    48. 48. Welcome to the post-advertising age.<br />
    49. 49. END OF STORY<br />Smile if you likeD it<br />Simon Kelly<br />ChiefEnthusiasm Officer<br />Story Worldwide<br /><br />@kellbags<br /><br /><br />