Content driven brand strategy<br />
Online video<br />“The future is already here – it's just not very evenly distributed”<br />William Gibson <br />
The evolution in online advertising<br />The driver<br />The format<br />Access<br />Broadband<br />Rich media + search<br...
Delivering superior performance<br />Videos, properly submitted, are 53 times more likely to generate a first page Google ...
By Tom Foremski<br />
3 questions to getusgoing…<br />How and where am I speaking to people?<br />Media<br />Audience<br />Who are they and what...
Media: From ads to content<br />From drive to site…<br />Traditional tools like display are expensive and not good at enga...
Audience: The who, how and what<br />Who are they?<br />What to they care about?<br />How do they speak?<br />
The content driven consumer life-cycle<br />1. Awareness<br />2. Interest<br />3. Action<br />4. Loyalty<br />
goviral is a global video content distribution network<br />Looking at the lifecycle<br />
Let the brand take the backseat<br />1. Awareness<br />2. Interest<br />Expanding audiences and build a connection<br />3....
VW: The fun theory<br />Talkingabout the environment<br />doesn’t have to be boring<br />Use the attention to do something...
The product is the star<br />1. Awareness<br />2. Interest<br />Bringing products to life and increasing engagement<br />3...
Apple Ipad2<br />Information canbe as <br />valuable as entertainment<br />The brand, the products & the people<br />
1. Awareness<br />2. Interest<br />3. Action<br />4. Loyalty<br />Action<br />Convert browsers to buyers<br />15<br />
If you can pursuade me I buy<br />Integrate video and buying in a way<br />thatmakessense<br />Rememberthatpeopledon’t hav...
Loyalty<br />1. Awareness<br />2. Interest<br />Increase the value of your product<br />3. Action<br />4. Loyalty<br />17<...
If you keep me happy, I will stay<br />Offer guides and tutorials to empowercustomers and let themget more out of your pro...
Summary<br />Concept<br />Activation<br />
goviral is a global video content distribution network<br />The future is already here:<br />Nike<br />
Awareness: Write the future<br />Content: Write the future<br />Launched for the world cup in South Africa, Write the futu...
Interest: The Chance<br />Content: “The chance”<br />“The chance” followed almost 100,000 young hopeful players trying to ...
Interest: The Chance<br />
Action: 360 CTR info videos <br />Content: Nike CTR 360 boot<br />Content presenting the new CTR 360 boot and why it is es...
Loyalty: Take control + many others<br />Content: Football+<br />When you have bought your Nike football boots, you get ac...
'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’<br ...
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Content driven strategy

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  • I agree with the statement in slide #5. Indeed every company now a days is a media company and a publishing house as well. They are the ones who generate and publish their own content.
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  • Gibson coined the term &quot;cyberspace&quot; in his short story &quot;Burning Chrome&quot; and later popularized the concept in his debut novel, Neuromancer (1984). In envisaging cyberspace, Gibson created an iconography for the information age before the ubiquity of the Internet in the 1990s.[17] He is also credited with predicting the rise of reality television and with establishing the conceptual foundations for the rapid growth of virtual environments such as video games and the World Wide Web.
  • When technology delivers basic needs, user experience dominates.&quot; (Donald Norman - MIT)
  • OVP Selling Points: Planning for scalabilityTime to market Mobile and device distribution
  • Content driven strategy

    1. 1. Content driven brand strategy<br />
    2. 2. Online video<br />“The future is already here – it's just not very evenly distributed”<br />William Gibson <br />
    3. 3. The evolution in online advertising<br />The driver<br />The format<br />Access<br />Broadband<br />Rich media + search<br />Static display<br />Audiovisual<br />Experience (content)<br />The front line<br />Reach<br />Performance<br />Brand<br />1996-2001<br />2008-<br />2003-2007<br />
    4. 4. Delivering superior performance<br />Videos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniques<br />Forrester Report, 2010<br />Video ads are on average 4-7 times more effective than other display formats in engaging a user. <br />Double click & Dynamic Logic 2009<br />
    5. 5. By Tom Foremski<br />
    6. 6. 3 questions to getusgoing…<br />How and where am I speaking to people?<br />Media<br />Audience<br />Who are they and what do they care about?<br />Where in the lifecycle do I want the video to communicate to my target audience?<br />Content<br />
    7. 7. Media: From ads to content<br />From drive to site…<br />Traditional tools like display are expensive and not good at engaging users.<br />… to distributing content<br />Distribution of audiovisual content to engage and be useful. Offer a relationship.<br />
    8. 8. Audience: The who, how and what<br />Who are they?<br />What to they care about?<br />How do they speak?<br />
    9. 9. The content driven consumer life-cycle<br />1. Awareness<br />2. Interest<br />3. Action<br />4. Loyalty<br />
    10. 10. goviral is a global video content distribution network<br />Looking at the lifecycle<br />
    11. 11. Let the brand take the backseat<br />1. Awareness<br />2. Interest<br />Expanding audiences and build a connection<br />3. Action<br />4. Loyalty<br />
    12. 12. VW: The fun theory<br />Talkingabout the environment<br />doesn’t have to be boring<br />Use the attention to do something<br />with the users<br />
    13. 13. The product is the star<br />1. Awareness<br />2. Interest<br />Bringing products to life and increasing engagement<br />3. Action<br />4. Loyalty<br />13<br />
    14. 14. Apple Ipad2<br />Information canbe as <br />valuable as entertainment<br />The brand, the products & the people<br />
    15. 15. 1. Awareness<br />2. Interest<br />3. Action<br />4. Loyalty<br />Action<br />Convert browsers to buyers<br />15<br />
    16. 16. If you can pursuade me I buy<br />Integrate video and buying in a way<br />thatmakessense<br />Rememberthatpeopledon’t have to go to your site to buy a product. Useother destinations and even the video playeritself.<br />
    17. 17. Loyalty<br />1. Awareness<br />2. Interest<br />Increase the value of your product<br />3. Action<br />4. Loyalty<br />17<br />
    18. 18. If you keep me happy, I will stay<br />Offer guides and tutorials to empowercustomers and let themget more out of your product<br />The product is the wholeexperience, not just the materialvalues. This is customer service on demand.<br />
    19. 19. Summary<br />Concept<br />Activation<br />
    20. 20. goviral is a global video content distribution network<br />The future is already here:<br />Nike<br />
    21. 21. Awareness: Write the future<br />Content: Write the future<br />Launched for the world cup in South Africa, Write the future “owned” the world cup for Nike – leading users to sign up (6,5mil) for Facebook to personalize their page and follow/join the “The Chance<br />
    22. 22. Interest: The Chance<br />Content: “The chance”<br />“The chance” followed almost 100,000 young hopeful players trying to get selected for an elite Nike Academy football camp. It allowed users to build a personalized facebook page to promote themselves. 100 players were chosen and multiple videos where created during the selection period, following the different sessions and the final selection ceremony were the 8 final members of the academy was celebrated.<br />
    23. 23. Interest: The Chance<br />
    24. 24. Action: 360 CTR info videos <br />Content: Nike CTR 360 boot<br />Content presenting the new CTR 360 boot and why it is especially good for midfielders/playmakers.<br />
    25. 25. Loyalty: Take control + many others<br />Content: Football+<br />When you have bought your Nike football boots, you get access to Nike Football+. It is a separate area of the Nike Football website that gives you training videos with the best players in the world. It is not just about the boot, it is the promise of becoming a better football player.<br />
    26. 26. 'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’<br />Trevor Edwards, <br />Vice President, Global Brand & Category Management - Nike<br />

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