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BREAKING:
How Native Advertising Makes Headlines
@hawkt | #csforum13
NATIVE
ADVERTISING.
@hawkt | #csforum13
AKA SPONSOR BRANDED
ADVERTORIAL STEALTH
MARKETING CONTENT.
@hawkt | #csforum13
everybody’s talking about it.
@hawkt | #csforum13
everybody defines it differently.
@hawkt | #csforum13
nobody knows why.
@hawkt | #csforum13
but we *do* know one thing:
@hawkt | #csforum13
native advertising is
is breaking news.
@hawkt | #csforum13
(also possibly advertising.)
@hawkt | #csforum13
it’s cool, though:
@hawkt | #csforum13
sometimes breaking things
can be a good thing.
@hawkt | #csforum13
so let’s crystallize our
definition of native advertising...
@hawkt | #csforum13
then we can break it and see
what we can make with the pieces.
@hawkt | #csforum13
BUT FIRST...
Who Am I?
@hawkt | #csforum13
hawk thompson
@hawkt | #csforum13
@hawkt
al giordano,
journalist / mentor
@hawkt | #csforum13
editorial associate
@hawkt | #csforum13
valley advocate
@hawkt | #csforum13
sr. content strategist
@hawkt | #csforum13
razorfish.com
@hawkt | #csforum13
content director
@hawkt | #csforum13
hawkthompson.com
@hawkt | #csforum13
content generalist
@hawkt | #csforum13
hawkt.com
@hawkt | #csforum13
content whisperer
@hawkt | #csforum13
@hawkt
@hawkt | #csforum13
OK...
Where Were We?
@hawkt | #csforum13
ONE:
What Is Native Advertising?
the short answer:
@hawkt | #csforum13
let’s start with a definition.
@hawkt | #csforum13
native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13
belong.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
it’s not all black and white.
@hawkt | #csforum13
native advertising is like
the wild wild west...
@hawkt | #csforum13
a largely unexplored frontier...
@hawkt | #csforum13
full of intrepid explorers...
@hawkt | #csforum13
scheming prospectors...
@hawkt | #csforum13
...and potential trainwrecks.
@hawkt | #csforum13
but it also has the potential
to be pretty f*cking awesome.
@hawkt | #csforum13
*
it’s all depends on
how you approach it.
@hawkt | #csforum13
before we can understand
native advertising...
@hawkt | #csforum13
we need to understand
content marketing.
@hawkt | #csforum13
content marketing (n.):
a way of connecting
brands with audiences
on their own terms
via shared interests.
@hawkt | #csforum13
types of content marketing:
brand content
sponsored content
advertorials
brand journalism
native advertising
@hawkt | #csforum13
native advertising (n.):
content marketing
designed to be loathed
in the environment
of its audience.
@hawkt | #csforum13
native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13
?!?
@hawkt | #csforum13
sooo basically...
@hawkt | #csforum13
@hawkt | #csforum13
+
@hawkt | #csforum13
+
@hawkt | #csforum13
=
@hawkt | #csforum13
BOOM.
@hawkt | #csforum13
NATIVE
ADVERTISING.
@hawkt | #csforum13
easy breezy.
@hawkt | #csforum13
not so much.
@hawkt | #csforum13
but there are *tremendous*
opportunities in this space...
@hawkt | #csforum13
...for the intrepid
explorers among us.
@hawkt | #csforum13
TWO:
How Should We Approach It?
short answer:
@hawkt | #csforum13
@hawkt | #csforum13
not like this.
@hawkt | #csforum13
content marketing isn’t hunting.
@hawkt | #csforum13
native advertising
doesn’t “capture” audiences.
@hawkt | #csforum13
we hunt for shared interests.
@hawkt | #csforum13
then we captivate audiences.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
this is how we do it.
@hawkt | #csforum13
brand
beliefs interests values products
audience
meta
data
it all starts with metadata.
@hawkt | #csforum13
metadata is what your brand and
your audience have in common.
@hawkt | #csforum13
???
drivers
jockeys
automobiles
horse races
efficient dynamics
@hawkt | #csforum13
the joy of driving.
@hawkt | #csforum13
shared metadata -->
@hawkt | #csforum13
shared interests -->
@hawkt | #csforum13
unifying themes
@hawkt | #csforum13
unifying themes should
drive your content.
@hawkt | #csforum13
metadata should guide content
creation, curation and cultivation.
@hawkt | #csforum13
create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party content
user-generated content:
comments, reviews,
posts, images, video, etc.
source: gartner, february 2013.
the three “Cs” of content marketing
@hawkt | #csforum13
text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infographics,
sketchnotes
interviews, demos,
behind-the-scenes,
webisodes
“snowfall”-style
immersive rich media
experiences
curated content via
partners and social
media platforms
@hawkt | #csforum13
original
material
created or
commissioned
by a brand
curate
social
feeds
cultivated
UGC
licensed
content
sponsored
content
twitter, facebook,
instagram, vine,
tumblr, blogs, etc.
content your audience
shares (submissions,
uploads, tags)
news feeds of
specific content
(licensed or full use)
third-party content
underwritten for
paid placement
@hawkt | #csforum13
source: gartner, february 2013.
to cultivate those interests...
@hawkt | #csforum13
1) listen to your audience.
@hawkt | #csforum13
it lets them know you care,
@hawkt | #csforum13
and your personal attention
is their exclusive reward.
@hawkt | #csforum13
2) reach them where they live.
@hawkt | #csforum13
show them you understand...
@hawkt | #csforum13
what they do with their time...
@hawkt | #csforum13
and where they spend it.
@hawkt | #csforum13
3) make interesting content.
@hawkt | #csforum13
it creates lasting connections.
@hawkt | #csforum13
THREE:
What Keeps Us Connected?
short answer:
@hawkt | #csforum13
topics that excite and engage us.
@hawkt | #csforum13
ME
@hawkt | #csforum13
@hawkt | #csforum13
MUSIC
@hawkt | #csforum13
HUMOR
@hawkt | #csforum13
SPORTS
@hawkt | #csforum13
FASHION
@hawkt | #csforum13
SCREENS
@hawkt | #csforum13
NEWS
@hawkt | #csforum13
FOUR:
Why Journalism?
short answer:
@hawkt | #csforum13
“i should’ve known better.
you’re...in advertising.”
we’re dying over here.
@hawkt | #csforum13
“we” meaning advertising.
@hawkt | #csforum13
also journalism.
@hawkt | #csforum13
there are lots of ways
we can help each other.
@hawkt | #csforum13
and plenty of reasons
we why we should.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
three main reasons
come to mind.
@hawkt | #csforum13
1) banner ads are hurting.
@hawkt | #csforum13
the banner ad has been
unchanged for 18 years.*
source: https://medium.com/digital-advertising/ad94724dfff7
@hawkt | #csforum13
there are still innovators
in the banner ad space...
@hawkt | #csforum13
but in terms of engagement,
the numbers don’t lie.
@hawkt | #csforum13
source: media mind
@hawkt | #csforum13
2) native ads are starting to thrive.
@hawkt | #csforum13
potential for profit here is big.
@hawkt | #csforum13
$40k-1mm per unit* big.
*This is the price range for a piece of Huffington Post Partner Studio original content. Other rates may vary, obvs.
(source: http://digiday.com/publishers/huffington-post-branded-conten/)
@hawkt | #csforum13
in 2012, 10% of forbes’ revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341)
@hawkt | #csforum13
3) everyone wants credibility.
@hawkt | #csforum13
@hawkt
al giordano,
journo / rebel / mentor
@hawkt | #csforum13
back in the day, journalists
were paragons of credibility.
@hawkt | #csforum13
we can learn from them.
@hawkt | #csforum13
and vice versa.
@hawkt | #csforum13
if we’re sure we want to go there.
@hawkt | #csforum13
FIVE:
Should We Even Go There?
short answer:
@hawkt | #csforum13
yes.
@hawkt | #csforum13
we have the opportunity to do
truly groundbreaking work.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
there are a few things we’ll
need to do to get there.
@hawkt | #csforum13
1) think like a publisher.
@hawkt | #csforum13
craft a clear editorial direction...
@hawkt | #csforum13
with ethical guidelines...
@hawkt | #csforum13
room for diverse views...
@hawkt | #csforum13
a focus on broad issues...
@hawkt | #csforum13
and an emphasis on the topics,
not the brand.
@hawkt | #csforum13
2) understand the environment.
@hawkt | #csforum13
“no journalist would have to write this
piece of ad content about a brand
and then write a news story
about the same company.”
-jonathan perelman,
buzzfeed vp of agency + strategy
@hawkt | #csforum13
great, but....
@hawkt | #csforum13
67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
75% believe news
is often influenced*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
@hawkt | #csforum13
truth be told, there is some bias...
@hawkt | #csforum13
animal + mother
@hawkt | #csforum13
vice + wpp
@hawkt | #csforum13
huffington post + digitas
@hawkt | #csforum13
buzzfeed + vayner
@hawkt | #csforum13
and this is just the beginning.
@hawkt | #csforum13
it all comes down to the story.
@hawkt | #csforum13
3) serve the story, not the brand.
@hawkt | #csforum13
lose trust, lose credibility.
@hawkt | #csforum13
no credibility, no audience.
@hawkt | #csforum13
no audience, no breakthroughs.
@hawkt | #csforum13
SIX:
Who’s Breaking Through?
short answer:
@hawkt | #csforum13
the intrepid explorers among us.
@hawkt | #csforum13
EDITORIAL
@hawkt | #csforum13
OK THEN
Where Were We?
IMAGERY
@hawkt | #csforum13
VIDEO
@hawkt | #csforum13
OK THEN
Where Were We?
MULTIMEDIA
@hawkt | #csforum13
SEVEN:
Where Does Content Strategy Fit In?
short answer:
@hawkt | #csforum13
we are the foundation.
@hawkt | #csforum13
the nitty gritty:
@hawkt | #csforum13
“content strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.”
-@gigigriffis
source: http://www.content-for-good.com/2013/08/13/the-difference-between-content-marketing-and-content-strategy/
@hawkt | #csforum13
if you want native advertising
to work, you have to plan for it.
@hawkt | #csforum13
1) establish clear goals (and KPIs).
@hawkt | #csforum13
2) get exec-level buyoff.
@hawkt | #csforum13
3) build a publishing model.
@hawkt | #csforum13
organize team:
publisher
editor-in-
chief
culture
editor
features
editor
public
editor
managing
editor
creative
editor
content
strategy
content
acquisition
@hawkt | #csforum13
build processes:
@hawkt | #csforum13
source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope
cope:
@hawkt | #csforum13
4) promote, promote, promote.
@hawkt | #csforum13
5) measure and modify.
@hawkt | #csforum13
source: http://stdout.be/2013/08/26/cargo-cult-analytics/
If you want to make big data work, you have to be really specific about what you’re try
“metrics are for doing.”
-@stdbrouw
@hawkt | #csforum13
TL;DR
Is Native Advertising Broken?
short answer:
@hawkt | #csforum13
no.
@hawkt | #csforum13
we’re just breaking it in.
@hawkt | #csforum13
to get where we need to be,
keep these things in mind:
@hawkt | #csforum13
1) be intrepid.
@hawkt | #csforum13
2) respect your audience.
@hawkt | #csforum13
3) share their passion.
@hawkt | #csforum13
4) keep church and state separate.
@hawkt | #csforum13
5) take calculated risks.
@hawkt | #csforum13
6) learn from mistakes.
@hawkt | #csforum13
7) plan on breaking things.
@hawkt | #csforum13
do this and
you might make headlines.
@hawkt | #csforum13
but above all else, do it
because it’s your passion.
@hawkt | #csforum13
hawk thompson
@hawkt | #csforum13
razorfish.com
hawkthompson.com
hawkt.com
@hawkt
THANKS!
@hawkt | #csforum13

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