Real-Time Content Marketing in a Connected World - An iCrossing and Forrester Webinar

1. Real-Time Content Marketing in a Connected World An iCrossing Webinar featuring Forrester Research, Inc. November 8, 2012 | Noon ET

2. With you today #iCRealTime Rob Garner Vice President, Strategy, iCrossing @RobGarner Darika Ahrens Analyst, Forrester Research, Inc. @Darika COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

3. Providing real-time marketing content to the digital consumer

4. How to reach 1930s housewives with P&G products? Solution: Radio show “The Guiding Light”.

5. Today’s challenge? People are now connected -- To each other, to brands, and to places-- More often and from more locations than ever before

8. *Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada) **Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

9. Despite their connectivity, always addressable customers are harder to reach.

10. Why? Because: Ad-free paid content services are leaving fewer opportunities for “pure” advertising Consumers expect content as well as quality, value, and customer service for brand differentiation and loyalty. Digital is at the centre of their world, traditional marketing is tuned out, and messaging needs relevancy. © 2012 Forrester Research, Inc. Reproduction Prohibited 10

11. The Solution? Content which doesn’t feel like marketing. “Content Marketing delivers enough in- built value that it does not feel like marketing.” © 2012 Forrester Research, Inc. Reproduction Prohibited

12. A 72 year long content marketing campaign.

13. A 112 year long content marketing campaign.

16. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Source: February 2010 “What People Really Need” © 2012 Forrester Research, Inc. Reproduction Prohibited

17. Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human Needs” Human Need: Purpose: Create content Example: which is: Comfort Reduce stress & Useful - “How To” guides complexity. Helping - Retailer apps like Informing Tesco, Argos, etc. Connection Feel connected to Moving - Kony, Old Spice other people, part This is also where - Nike+ of something. virality comes from Variety Stimulate the brain, Entertaining - Tippex “Hunter keeps us engaged. Surprising shoots a bear” - P&G Soap operas Uniqueness Makes us feel Inspiring - Intel Museum of special. Exclusive Me Rewarding - Burberry Art of the Trench Source: “Vision: The Content Marketing Playbook” due to be published November 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited

28. Real-Time Content Marketing in a Connected World of Search and Social

29. If you have a web site or any web presence, then you are a publisher COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29

30. To build a connected brand with the always addressable consumer, you need to become a real-time content marketer COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30

31. Being a real-time content marketer means being always present with useful and engaging content for the always addressable consumer COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31

32. Elements of Real-Time Content Marketing • An organizational shifts from passive to real-time engagement • A redefining of audience • A redefining of brand to include the audience • A greater commitment to sincerity • A reworking of the definition of social media to become more inclusive of search principles • A redefinition of the word publishing • A commitment to being a “marketer as media publisher” COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32

33. Real-time content marketing requires brands to harness the power of search, social, and content COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33

34. The always addressable consumer is already comfortably using search and social to find you and talk about you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 34

35. So why not share useful and engaging content wherever the always addressable consumer is finding and talking about you? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 35

36. Real-Time Content Marketing – Example 1 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36

39. How to get started

40. Key considerations • Reevaluate your existing program • Prepare for a real-time presence • Identify gaps in audience targeting and content • Perform a technical audit • Perform a social audit • Determine how search, social, and content feed into each other, and provide attribution • Establish key metrics and benchmarks COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40

41. Thank you COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL Copyright iCrossing - Proprietary and Confidential 41 41

42. #iCRealTime Q&A Stay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Follow us at Twitter @icrossing and @thecontentlab Become a fan at facebook.com/icrossing

43. Thank you Rob Garner VP, Strategy, iCrossing Rob.Garner@icrossing.com www.icrossing.com Darika Ahrens Analyst, Forrester Research, Inc. Dahrens@forrester.com www.forrester.com

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