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

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How Connected Content Will
Change Your (Marketing) World

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How Connected Content Will Change Your
(Marketing) World
Dan Kimball
Chief Marketing Officer,
Thismoment
Rebecca Lieb
Industry Analyst
Altimeter

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Thismoment and Connected Content
Dan Kimball
Chief Marketing Officer,
Thismoment

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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

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Our Roots to Connected Content
RETAIL
CONSUMER GOODS
FINANCE & INSURANCE
FOOD/BEVERAGE &
RESTAURANT
MEDIA & ENTERTAINMENT
TECHNOLOGY
AUTOMOTIVE

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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”

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The future is connected content
Rebecca Lieb
Industry Analyst
Altimeter

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Differentiation between
channels is eroding for
consumers.

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9
What ties so many
disparate
touchpoints
together?

10. Participatory
Personal
ContextualConnected
Content
Omni-channel

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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. 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. 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. 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. 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.

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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

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Internal benefits
Revenue
efficiencies
Culture &
unification
Stronger sales &
retention
Customer
intelligence
Efficiency

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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

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1. A unified content strategy

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2. The 5 W’s
Who What Why When Where
HOW to determine context

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3. Customer data
Connected content must
be informed by customer
data. This data can be
sourced and aggregated
from various sources.

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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

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4. Understand the connected customer
journey

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5. Workflow must account for media
convergence

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As digital explodes into the physical world,
connected content must be platform agnostic.

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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.

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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.

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6. Connected content requires a two-way
communications channel

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7. Relevant metrics (and attribution)

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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.

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8. This requires a Culture of Content

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Example: ESPN’s ‘Be Here’

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9. Connected content requires adequate (and
integrated) tools & technologies

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Example: Home Depot ties dot.com shopping cart
to in-store experience
34

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10. Real-time agility

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Example: Walgreens responds to in-store
Foursquare check-ins with scannable coupon

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Question & Answers