"Awesome Content"

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"How to Make An Awesome Content" Presentation
March 22, 2013 at the "Digital Marketing In A Blink"
Asian Institute of Management, Makati, Philippines

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"Awesome Content"

  1. 1. AWESOME CONTENT 21 March 2013Wednesday, March 27, 13
  2. 2. Hello.Wednesday, March 27, 13
  3. 3. Wednesday, March 27, 13
  4. 4. Wednesday, March 27, 13
  5. 5. Wednesday, March 27, 13
  6. 6. Wednesday, March 27, 13
  7. 7. Wednesday, March 27, 13
  8. 8. http://youtu.be/gxVITKW5GDIWednesday, March 27, 13
  9. 9. Never Underestimate The Power Of A Great StoryWednesday, March 27, 13
  10. 10. Digital Dive 2001Wednesday, March 27, 13
  11. 11. Wednesday, March 27, 13
  12. 12. Wednesday, March 27, 13
  13. 13. Wednesday, March 27, 13
  14. 14. Wednesday, March 27, 13
  15. 15. Wednesday, March 27, 13
  16. 16. http://youtu.be/JtgC3CXs52gWednesday, March 27, 13
  17. 17. Wednesday, March 27, 13
  18. 18. http://youtu.be/UR4mlLiyjYoWednesday, March 27, 13
  19. 19. The New Age In StorytellingWednesday, March 27, 13
  20. 20. THE DIGITAL CANVAS Six (6) key guide posts of the digital canvasWednesday, March 27, 13
  21. 21. Understanding The Digital CanvasWednesday, March 27, 13
  22. 22. 1. # Engage MeWednesday, March 27, 13
  23. 23. 2. # Keeping it real vibeWednesday, March 27, 13
  24. 24. 3. # Sharing CultureWednesday, March 27, 13
  25. 25. 4. # Trust as a currencyWednesday, March 27, 13
  26. 26. 5. #Real Time / Whenever & WhereverWednesday, March 27, 13
  27. 27. 6. #Cross Screening Behavior Multiple Devices, Cross screen experiencesWednesday, March 27, 13
  28. 28. THE DIGITAL CANVAS 1. Engage Me 2. Keeping it real vibe 3. Sharing Culture 4. Trust as Currency 5. Real Time / Whenever & Wherever 6. Cross Screening BehaviorWednesday, March 27, 13
  29. 29. FOURSOME 4 Key Building Blocks In Creating ContentWednesday, March 27, 13
  30. 30. 1.KNOW WHO YOU ARE AND WHAT YOU STAND FOR Your brand and tone & voiceWednesday, March 27, 13
  31. 31. Your Brand and Tone & VoiceWednesday, March 27, 13
  32. 32. 2.KNOW YOUR AUDIENCE Insight is King; Context is Queen.Wednesday, March 27, 13
  33. 33. Know your audience: Meaningful Insights Discover meaningful insights from your target audience to latch on your storyWednesday, March 27, 13
  34. 34. Know your audience: Beyond Demographics Beyond the mass socio demographic ProfilingWednesday, March 27, 13
  35. 35. Know your audience : The Swarm Where they thrive, what motivates themWednesday, March 27, 13
  36. 36. 3.DETERMINE YOUR CHOICE OF MEDIUM Build your choice of platform wisely; strategic use of your distribution channelsWednesday, March 27, 13
  37. 37. Not All Platforms Are Created EqualWednesday, March 27, 13
  38. 38. New Paradigm : Brand Inspired Dialogue “I” Talk “We” Talk “They” Talk What the Brand Says What the consumer experiences What others say about (Interactions & conversations) the Brand Mass media and touch points, Interaction touch points key to the customer Unpartisan, opinions driven by peoples conversations and media classical advertising (spots, print experience (Brand website, SEO, mobile apps, (Person-to-person, prescriber-to- ads, radio, OOH, internet display, Sales Force, Costumer Service, Brand Facebook, consumer conversation, consumer-driven comparison and ranking sites, Blogs, FB, video on-line pre-rolls, sales calls Brand YouTube Ch, Brand Twitter, Brand Blogs, Twitter, forums and any other consumer POS, Loyalty Cards, Sponsored Links/SEM, call opinions in digital platforms) and letters, PR, sponsorships… ) center, coupons…)Wednesday, March 27, 13
  39. 39. 4.IDENTIFY YOUR DIGITAL STORY Storytelling that transforms to meaningful experiences and actionsWednesday, March 27, 13
  40. 40. The Art Of Story Telling > Message > Conflict > Plot > Character/s > NarrativesWednesday, March 27, 13
  41. 41. Creativity in DigitalWednesday, March 27, 13
  42. 42. Creativity in Digital : Brand TriggersWednesday, March 27, 13
  43. 43. Collaboration & Co-Creation Your audiences embraces and collaborates in creating our story.Wednesday, March 27, 13
  44. 44. From Messages to Meaningful ExperiencesWednesday, March 27, 13
  45. 45. From Messages to Meaningful Experiences “Digital creativity is a plan for arranging elements in such a way as best to accomplish a particular purpose.” Ana Andjelic, Digital Strategist Droga5Wednesday, March 27, 13
  46. 46. Key Check Points Why should they care? Why should they share? Why should they trust?Wednesday, March 27, 13
  47. 47. FOURSOME Key Building Blocks In Creating Content 1. Know who you are and what you stand for 2. Know your audience 3. Determine your choice of medium 4. Identify your digital storyWednesday, March 27, 13
  48. 48. BRANDS THAT GET ITWednesday, March 27, 13
  49. 49. Brands That Get ItWednesday, March 27, 13
  50. 50. Brands That Get ItWednesday, March 27, 13
  51. 51. Brands That Get It http://youtu.be/Bj3QLLTFDX8Wednesday, March 27, 13
  52. 52. Brands That Get ItWednesday, March 27, 13
  53. 53. Brands That Get ItWednesday, March 27, 13
  54. 54. Brands That Get ItWednesday, March 27, 13
  55. 55. Brands That Get It http://youtu.be/FHtvDA0W34IWednesday, March 27, 13
  56. 56. Brands That Get It Awesome Content = Awesome Results 10.7 million total video views + 7.3 million LIVE viewers on YouTube Landing photo got 29,000 shares/ 216,000 likes/10,000 comments in < 40 minutes/Twitter: Almost half of all globally trending topics were related to StratosWednesday, March 27, 13
  57. 57. Brands That Get ItWednesday, March 27, 13
  58. 58. GUIDE POSTS IN CREATING STORIESWednesday, March 27, 13
  59. 59. 1.PEOPLE FIRST NOT TECHNOLOGY.Wednesday, March 27, 13
  60. 60. PEOPLE FIRST NOT TECHNOLOGY http://youtu.be/SD951tHz38gWednesday, March 27, 13
  61. 61. 2.REAL TIME IS MAGICAL.Wednesday, March 27, 13
  62. 62. Real Time is Magical.Wednesday, March 27, 13
  63. 63. Real Time is Magical.Wednesday, March 27, 13
  64. 64. Real Time is Magical. http://youtu.be/Sh-JRoY7_LUWednesday, March 27, 13
  65. 65. 3.INSIGHT IS KING.INFLUENCE IS QUEEN.Wednesday, March 27, 13
  66. 66. THE SISTERHOOD STORY Insight is King. Influence is Queen. „the sisterhood story‰ 52Wednesday, March 27, 13
  67. 67. THE SISTERHOOD STORY 53Wednesday, March 27, 13
  68. 68. THE SISTERHOOD STORY http://youtu.be/4KSghafk8sEWednesday, March 27, 13
  69. 69. 4. OCCASIONS THAT STRIKES THE HEARTWednesday, March 27, 13
  70. 70. Occasions That Strikes The HeartWednesday, March 27, 13
  71. 71. Occasions That Strikes The Heart http://youtu.be/BGLzgKjbLfYWednesday, March 27, 13
  72. 72. 5.PASSION AND MOTIVATIONS.Wednesday, March 27, 13
  73. 73. Passion and MotivationsWednesday, March 27, 13
  74. 74. Passion and Motivations <iframe allowtransparency="0" width=320 height=280 frameborder=0 name=fecha scrolling="No" src="http://ourtube.havasmedia.com/player/? id=20120918181624,mp4"> </iframe>Wednesday, March 27, 13
  75. 75. Passion and Motivations http://youtu.be/UVCoM4ao2TwWednesday, March 27, 13
  76. 76. 6.STORIES AND CONVERSATIONS.Wednesday, March 27, 13
  77. 77. Stories and ConversationsWednesday, March 27, 13
  78. 78. Stories and Conversations http://www.youtube.com/watch? v=SHLfaTFMVfo&feature=share&list=PLTomcJV1biiQc2-YTcjbE4yAQ2WVBuWDvWednesday, March 27, 13
  79. 79. Stories and Conversations 76 MILLION TOTAL IMPRESSIONS 826, 000 TWITTER REACH WITH 460 TWITTER MENTIONS WITH THE HASHTAG #REDMUGSESSIONS AT LEAST 588,000 VIDEO VIEWS AND 208,000 ENGAGED USERS IN TOTALWednesday, March 27, 13
  80. 80. 7.MEANINGFUL EXPERIENCES.Wednesday, March 27, 13
  81. 81. Meaningful ExperiencesWednesday, March 27, 13
  82. 82. Meaningful ExperiencesWednesday, March 27, 13
  83. 83. Meaningful Experiences http://youtu.be/0qIK1PVWG60Wednesday, March 27, 13
  84. 84. Meaningful ExperiencesWednesday, March 27, 13
  85. 85. Meaningful ExperiencesWednesday, March 27, 13
  86. 86. Meaningful Experiences http://youtu.be/s3NBQGWUm6UWednesday, March 27, 13
  87. 87. GUIDEPOSTS 1. People First Not Technology 2. Real Time Is Magical 3. Insight is King. Influence is Queen. 4.Occasions That Strikes The Heart 5. Passion and Motivations 6. Stories and Conversations 7. Meaningful ExperiencesWednesday, March 27, 13
  88. 88. Wednesday, March 27, 13
  89. 89. Good to add in your knowledge knapsack Create awesome content Simple content strategy, writing and collaboration advice. By Cheri HansonWednesday, March 27, 13
  90. 90. My Contact Details eduardo.mapa@havasmediaortega.ph http:// www.facebook.com/eduardomapajrWednesday, March 27, 13
  91. 91. THANK YOUWednesday, March 27, 13

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