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© THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
How Connected Content Will
Change Your (Marketing) World
© THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
How Connected Content Will Change Your
(Marketing) World
Dan Kimball
Chie...
© THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
Thismoment and Connected Content
Dan Kimball
Chief Marketing Officer,
Thi...
© THISMOMENT, INC. CONFIDENTIAL.
Brand channels with more than
1BILLIONMEDIA
VIEWS
60LANGUAGES
Brand
channels
in more than...
© THISMOMENT, INC. CONFIDENTIAL.
Our Roots to Connected Content
RETAIL
CONSUMER GOODS
FINANCE & INSURANCE
FOOD/BEVERAGE &
...
© THISMOMENT, INC. CONFIDENTIAL.
After 5 Years and Thousands of Launches
We’ve Learned that Content Marketing…
● Isn’t jus...
© THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.
The future is connected content
Rebecca Lieb
Industry Analyst
Altimeter
© THISMOMENT, INC. CONFIDENTIAL.
Differentiation between
channels is eroding for
consumers.
© THISMOMENT, INC. CONFIDENTIAL.
9
What ties so many
disparate
touchpoints
together?
Participatory
Personal
ContextualConnected
Content
Omni-channel
© THISMOMENT, INC. CONFIDENTIAL.
What is connected content?
The imperative for brands to connect paid,
owned, or earned me...
Omni-Channel
Content is the unifying element of
how brands manifest across all
touchpoints. Content is the atomic
particle...
Contextual
Context is the antidote to endless,
noisy media proliferation. Data helps
companies better understand
customer ...
Personal
By wielding contextual cues and data,
companies can use connected content
to create more personal and
personalize...
Participatory
By connecting content across
channels, harnessing contextual cues
for more personalization and ‘right-
time’...
© THISMOMENT, INC. CONFIDENTIAL.
External benefits
Benefit
Relevance
Relationship-building
Description
right person, right...
© THISMOMENT, INC. CONFIDENTIAL.
Internal benefits
Revenue
efficiencies
Culture &
unification
Stronger sales &
retention
C...
© THISMOMENT, INC. CONFIDENTIAL.
What are the elements of connected
content?
1. A unified content strategy
2. The 5 W’s
3....
© THISMOMENT, INC. CONFIDENTIAL.
1. A unified content strategy
© THISMOMENT, INC. CONFIDENTIAL.
2. The 5 W’s
Who What Why When Where
HOW to determine context
© THISMOMENT, INC. CONFIDENTIAL.
3. Customer data
Connected content must
be informed by customer
data. This data can be
so...
© THISMOMENT, INC. CONFIDENTIAL.
MGM Resorts serves up recommendations based on guests
location, interests
MGM Resorts sen...
© THISMOMENT, INC. CONFIDENTIAL.
4. Understand the connected customer
journey
© THISMOMENT, INC. CONFIDENTIAL.
5. Workflow must account for media
convergence
© THISMOMENT, INC. CONFIDENTIAL.
As digital explodes into the physical world,
connected content must be platform agnostic.
© THISMOMENT, INC. CONFIDENTIAL.
Example: Mattel’s year-long Barbie campaign is
designed to disseminate and repurpose cont...
© THISMOMENT, INC. CONFIDENTIAL.
Mattel creates a content ecosystem, across
channels, formats, media, etc.
While Mattel wi...
© THISMOMENT, INC. CONFIDENTIAL.
6. Connected content requires a two-way
communications channel
© THISMOMENT, INC. CONFIDENTIAL.
7. Relevant metrics (and attribution)
© THISMOMENT, INC. CONFIDENTIAL.
Example: Sony identified a user-submitted
troubleshooting post
A phone call costs the bra...
© THISMOMENT, INC. CONFIDENTIAL.
8. This requires a Culture of Content
© THISMOMENT, INC. CONFIDENTIAL.
Example: ESPN’s ‘Be Here’
© THISMOMENT, INC. CONFIDENTIAL.
9. Connected content requires adequate (and
integrated) tools & technologies
© THISMOMENT, INC. CONFIDENTIAL.
Example: Home Depot ties dot.com shopping cart
to in-store experience
34
© THISMOMENT, INC. CONFIDENTIAL.
10. Real-time agility
© THISMOMENT, INC. CONFIDENTIAL.
Example: Walgreens responds to in-store
Foursquare check-ins with scannable coupon
© THISMOMENT, INC. CONFIDENTIAL.
Question & Answers
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How Connected Content Will Change Your (Marketing) World

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Published on

Deck from the webcast I presented with the American Marketing Association (AMA) and ThisMoment on March 19, 2015.

What is “connected content?”

We are witnessing a shift in the way marketing organizations are creating customer value through their content. If harnessed properly, a single piece of content, connected to relevant publishing, CRM and analytics tools, can have unprecedented impact across the Enterprise.

From 1-to-many brand campaigns to 1-to-1 communications, the most innovative companies today are successfully extending their content strategies beyond traditional brand and social channels and into the heartbeat of communications with customers across all Enterprise channels.



Takeaways:

Insight into recent research on connected content
How technology enables connected content across the organization
How brands can view content holistically, beyond the single post or tweet and use it beyond brand marketing and across the enterprise

Published in: Marketing
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How Connected Content Will Change Your (Marketing) World

  1. 1. © THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. How Connected Content Will Change Your (Marketing) World
  2. 2. © THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. How Connected Content Will Change Your (Marketing) World Dan Kimball Chief Marketing Officer, Thismoment Rebecca Lieb Industry Analyst Altimeter
  3. 3. © THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. Thismoment and Connected Content Dan Kimball Chief Marketing Officer, Thismoment
  4. 4. © THISMOMENT, INC. CONFIDENTIAL. Brand channels with more than 1BILLIONMEDIA VIEWS 60LANGUAGES Brand channels in more than 10 more than MILLION MODERATED UGC SUBMISSIONS 1,000 more than brand channels 1 MILLION simultaneous viewers Live streams with Our Roots to Connected Content
  5. 5. © THISMOMENT, INC. CONFIDENTIAL. Our Roots to Connected Content RETAIL CONSUMER GOODS FINANCE & INSURANCE FOOD/BEVERAGE & RESTAURANT MEDIA & ENTERTAINMENT TECHNOLOGY AUTOMOTIVE
  6. 6. © THISMOMENT, INC. CONFIDENTIAL. After 5 Years and Thousands of Launches We’ve Learned that Content Marketing… ● Isn’t just for top-of-funnel marketing ● Has value across numerous enterprise channels ● Must work on all devices and be contextually relevant ● Is powerful when content is real-time and user-driven ● Is even more powerful when personalized with data Welcome to “Connected Content”
  7. 7. © THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. The future is connected content Rebecca Lieb Industry Analyst Altimeter
  8. 8. © THISMOMENT, INC. CONFIDENTIAL. Differentiation between channels is eroding for consumers.
  9. 9. © THISMOMENT, INC. CONFIDENTIAL. 9 What ties so many disparate touchpoints together?
  10. 10. Participatory Personal ContextualConnected Content Omni-channel
  11. 11. © THISMOMENT, INC. CONFIDENTIAL. What is connected content? The imperative for brands to connect paid, owned, or earned media across devices, channels, and other relevant customer touchpoints such as location, time-triggered events, loyalty, or even products.
  12. 12. Omni-Channel Content is the unifying element of how brands manifest across all touchpoints. Content is the atomic particle of all brand interactions, on all channels, platforms, and devices, online or offline
  13. 13. Contextual Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical, behavioral, cultural, social, technological, and beyond.
  14. 14. Personal By wielding contextual cues and data, companies can use connected content to create more personal and personalized experiences, not just through resonant storytelling, but through offering services or utility tailored to individual customers’ needs and circumstances.
  15. 15. Participatory By connecting content across channels, harnessing contextual cues for more personalization and ‘right- time’ relevance, connected content is inherently more interactive and participatory. This two-way model helps drive the very workflow and optimization of connected content.
  16. 16. © THISMOMENT, INC. CONFIDENTIAL. External benefits Benefit Relevance Relationship-building Description right person, right content, right time, right place, right platform near real-time, real-time, predictive relevance, credibility, intuitiveness, loyalty, utility, advocacy Immediacy
  17. 17. © THISMOMENT, INC. CONFIDENTIAL. Internal benefits Revenue efficiencies Culture & unification Stronger sales & retention Customer intelligence Efficiency
  18. 18. © THISMOMENT, INC. CONFIDENTIAL. What are the elements of connected content? 1. A unified content strategy 2. The 5 W’s 3. Customer data 4. Connected customer journey 5. Content workflow & convergence 6. Interactivity & two-way channels 7. Metrics 8. Culture of content 9. Tools & technology integration 10.Real-time agility
  19. 19. © THISMOMENT, INC. CONFIDENTIAL. 1. A unified content strategy
  20. 20. © THISMOMENT, INC. CONFIDENTIAL. 2. The 5 W’s Who What Why When Where HOW to determine context
  21. 21. © THISMOMENT, INC. CONFIDENTIAL. 3. Customer data Connected content must be informed by customer data. This data can be sourced and aggregated from various sources.
  22. 22. © THISMOMENT, INC. CONFIDENTIAL. MGM Resorts serves up recommendations based on guests location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences. Example: MGM Resorts
  23. 23. © THISMOMENT, INC. CONFIDENTIAL. 4. Understand the connected customer journey
  24. 24. © THISMOMENT, INC. CONFIDENTIAL. 5. Workflow must account for media convergence
  25. 25. © THISMOMENT, INC. CONFIDENTIAL. As digital explodes into the physical world, connected content must be platform agnostic.
  26. 26. © THISMOMENT, INC. CONFIDENTIAL. Example: Mattel’s year-long Barbie campaign is designed to disseminate and repurpose content Having ‘lived’ in Malibu since Barbie began in 1959, Mattel’s “Barbie is Moving” campaign culminated with a disclosure of her new home by Christmas, 2013.
  27. 27. © THISMOMENT, INC. CONFIDENTIAL. Mattel creates a content ecosystem, across channels, formats, media, etc. While Mattel will include some ads, the majority of the campaign budget is going to digital channels, including: Facebook, Twitter, Tumblr, YouTube Video Series, Trulia, Trulia’s blog, Instagram, press releases, and more.
  28. 28. © THISMOMENT, INC. CONFIDENTIAL. 6. Connected content requires a two-way communications channel
  29. 29. © THISMOMENT, INC. CONFIDENTIAL. 7. Relevant metrics (and attribution)
  30. 30. © THISMOMENT, INC. CONFIDENTIAL. Example: Sony identified a user-submitted troubleshooting post A phone call costs the brand €7; Viewed 42k times in 2 weeks, Sony affixed a value of €294k (€7 x 42k) to a single piece of content, then developed more content to address the pain point.
  31. 31. © THISMOMENT, INC. CONFIDENTIAL. 8. This requires a Culture of Content
  32. 32. © THISMOMENT, INC. CONFIDENTIAL. Example: ESPN’s ‘Be Here’
  33. 33. © THISMOMENT, INC. CONFIDENTIAL. 9. Connected content requires adequate (and integrated) tools & technologies
  34. 34. © THISMOMENT, INC. CONFIDENTIAL. Example: Home Depot ties dot.com shopping cart to in-store experience 34
  35. 35. © THISMOMENT, INC. CONFIDENTIAL. 10. Real-time agility
  36. 36. © THISMOMENT, INC. CONFIDENTIAL. Example: Walgreens responds to in-store Foursquare check-ins with scannable coupon
  37. 37. © THISMOMENT, INC. CONFIDENTIAL. Question & Answers

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