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Fallon Brainfood vs Mashable Summit
The document outlines key insights from the Mashable Media Summit 2010, focusing on the evolving landscape of content creation and curation in the digital age. It emphasizes the challenges and opportunities for brands as they engage customers through content, which is now easily produced and shared by anyone. The discussions highlight the importance of establishing a unique voice and the value of content curation to differentiate brand messaging in a saturated market.
Fallon Brainfood vs Mashable Summit
- 2. Brainfood: Mashable MediaSummit 2010. Bringing back our digital learnings from New York.
- 3. Fallon Brainfood: Trends,ideas, opportunities, and thought leadership for our brands. Brainfood is: Agency food for thought. Past Brainfood topics: Virtuality // Design for All // China Rising // The Social 10 // Mobile 10 // Being Digital // and more Upcoming Brainfood topics: The Social 10 Redux // TV 2.0 // The Agency Start-Up // UX and You // and more Previous Brainfoods: Go to http://www.slideshare.net/group/we-are-fallon
- 4. What to expect…insightsyou can use. A series of short, lively, engaging, approachable presentations and discussions.
- 5. Presenters. Aki Spicer Marty Wetherall Director of Digital Strategy Director of Innovation Julianna Simon Planner Chris Campbell Erin Simle Account Manager Integrated Producer
- 6. Agenda. • What isContent? • The Commoditization of Content • Providing Value Through Content Curation • Leveraging the Experts • Starbucks and The Value of Content • How Content is Relevant to Fallon
- 7. A presentation aboutcontent. But what is content? And why do you give a damn?
- 8. Content is typicallythought of broadly as “published information.” We tend to think of content as just the executional substance of our ad communications.
- 9. Our brands areempty vessels until we put some value and emotional associations in them. Products Ideas Features Tagline Ad Messages Brand Actions
- 10. We’ve always beenin the content business— building associations that lend our brands meaning. Functional Emotional Products Ideas Features Tagline Ad Messages Brand Actions
- 11. Creation and managementof content becomes the challenge of the day. Functional Emotional Products Ideas Features Tagline Ad Messages Brand Actions
- 12. And now, contentis being generated about our brands from all manner of outlets, including people. Functional Emotional Products Ideas Features Tagline Ad Messages Brand Actions
- 13. Content is all the stuff that engages people with our brands.
- 14. “Creative agencies shouldget nervous. We're acquiring a lot of (good quality) content and ideas beyond our agencies (from publishers, PR agencies, hybrid models, UGC). We're increasingly cutting out the middle man.” Stephen Strong Global Director of Interactive Alberto-Culver
- 15. Our clients aredemanding we create and choreograph content for/with our brands and customers to create value and emotional associations.
- 16. What was MashableMedia Summit 2010? Joint one-day conference by Mashable and CNN about creating and choreographing engaging content in the modern age. Focus: Impact of social media on the news industry, big brands, and advertising. Thought leaders in fields like branding, music, online video, sports, location, hospitality, and comedy.
- 17. The Commoditization ofContent.
- 18. The Content IsComing. The Content Is Coming! • Every minute 13 hours of video are uploaded to YouTube. • Wikipedia has more than 13 million articles in more than 260 languages. • In a 24-hour time frame, 900,000 new blogs are created. • Flickr has more than four billion user submitted photos. • Amazon now sells more digital than hardcopy books.
- 19. So, why hascontent become devalued? It’s easy. Everyone is creating and posting from desktops and mobile. It’s cheap or free. Ad-supported pages. If it costs money, you’ll try harder. It’s always on.
- 20. The Democratization ofAuthority: Even Guinness has competitors.
- 21. “Ranking high onGoogle, I think, matters to everyone.” KC Estenson CNN.com SVP, General Manager
- 22. Providing Value ThroughContent Curation.
- 23. What is ContentCuration? Differentiating your content from the masses. Providing a branded approach.
- 24. Curating content isn'tnew. Regular People Do It. Hashtags Reviews and Rankings We Do It. Hotdish, Bytes Experts Do It. Influencers, Passion-Based Resources
- 25. “Having a slantand an opinion is a business decision. Then it can't be commoditized and reproduced for everyone.” Pete Cashmore Founder/Publisher Mashable.com
- 26. Mashable.com News source forall things Web. Social media and digital experts. Not just reporting the news, but having a point of view.
- 27. “You know, you'renot just the guy who reads the scores. You got a brand.” Len Berman Sportscaster thatssports.com @lenbermansports
- 28. Len Berman’s Top5. Famous sportscaster. Provides a quick Top 5 on the world of sports. “How to sound like you know something about sports.”
- 29. Perez Hilton—another example. Samecontent as People, Star, etc. Unique, branded spin that makes it stand apart.
- 30. Curation is important. It'simportant to be able to identify a voice when you're getting your news from a crowd. Social gives you speed and reach, but there's no accuracy police.
- 31. Curation can helpyour brand. • Declare yourself and have a point of view. • Position your brand as a resource for relevant information. • Leverage the contextual trust to communicate your message. • Show value in being relevant. • Use content to create a social experience.
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- 34. CollegeHumor partners withPepsi for SoBe Studios. + = Ricky Van Veen Co-founder and Editor in Chief, CollegeHumor
- 35. Ricky Van Veen’s10 Myths of Branded Content: 1. People will watch 6. Experience leads Documentation 2. People will be patient 7. Build our own community/tools 3. People will find me 8. Keep things professional 4. Web = level playing field 9. Traditional is irrelevant on the Web 5. Viral = mystery 10. People will create good content
- 36. Motorola hooked onGoogle Android. Motorola Cliq with MOTOBLUR Motorola Droid
- 37. Pepsi goes bothways.
- 38. Actor Edward Nortoncreated CrowdRise so you don’t have to.
- 40. Starbucks and TheValue of Content.
- 41. Starbucks fans arevocal and prolific.
- 42. So, Starbucks founda way to listen and establish a personal voice.
- 43. At first, “It startedinternally, and then we took it public." “We took an issue that we're working very hard on and rewarded the customers for something we know they're already interested in." In-Store • Partner buy-in Digital • Media that enabled sharing. • Smallest spend TV • Provided credibility
- 44. Eventually, fans demandedmore. They wanted something special. 23 Digital deployments, no traditional advertising. ROI: • More than 1MM store visits in 4 hours • 750K RSVPs on Facebook • Most visits in Starbucks.com history • Email had more opens than total sends • #1 on Twitter • Top 100 Google search
- 45. Now, consumer contentgives insight.
- 46. Inspiring a creativefocus on taste beyond words.
- 48. Content is all the stuff that engages people with our brands.
- 49. Deal with it. Listen Up/Listen Out From ad makers to Content Creators Get inspired and glean insights from the (and Curators) user’s content. Not Ads Extended Hone Your Voice Your ad craft and extensions of your ad Have a distinct point of view to stand narratives don’t engage anymore. out and be “ownable.” Everybody Participates Content Calendar Your content now competes with everybody’s Generate ideas beyond the —if you can’t beat ‘em, join ‘em. traditional promotional cycles. Content Strategy Real Time Own it; shape it; don’t leave it to chance. Content at the speed of social newsfeed. Common Craft Rules Join In Traditional notion of quality now trumped Try stuff; experiment cheaply. by relevance, speed, and influence.
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