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Neil Perkin Only Dead Fish @ Mediacom Engage 25 4-13
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- 3. 90% of respondentsbelieve that content marketing will become more important over the next 12 months 73% of digital marketers agree that ‘brands are becoming publishers’. 64% agree that content marketing ‘is becoming its own discipline’. THE GROWTH IN CONTENT MARKETING http://econsultancy.com/uk/reports/content-marketing-survey-report
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- 5. LACK OF ASTRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
- 6. LACK OF RESOURCE& SKILLS Only 34% have dedicated budgets, 46% dedicated individuals LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
- 7. LACK OF RESOURCE& SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
- 8. LACK OF RESOURCE& SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report ”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience” Josh Sternberg
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- 10. Paid Owned Earned ADVERTISING Paid search,display, affiliate DIGITAL PROPERTIES Websites, CRM , microsites, Social presence PARTNER NETWORKS Word of mouth, Digital PR, Influencer outreach Paid placementsAtomisation of content into ads Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
- 11. Google Panda update Discoverability:quality, originality, shareability of content
- 12. The average halflife of 1,000 popular bitly links was 3 hours Shift to always on, and sharp spikes of attention
- 13. Struggling to gethis 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.'
- 14. Hit Number 1on the Amazon best seller list one month before release – due largely to a pirated PDF version
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- 16. http://www.flickr.com/photos/darwinbell/ GAFA & TheVertical Stack Hardware Context (location, social, identity, advertising, recommenda tion) Messaging Operating System Content (Platforms, Streaming, Clou d) Access (apps & browsers) Payment ecosystems
- 17. Hardware Messaging Operating System Content (Platforms, Streaming,Cloud) Access (apps & browsers) Payment ecosystems Facetime, Hangouts, Chat, FB Messenger, Skype integration Context (location, social, identity, ad vertising, recommendation) Location, Social graph, identity, personalisation & recommendation, advertising Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits Chrome, Silk, Safari, Facebook, Apple Android app ecosystems AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music Apple IoS, Android, Facebook as social OS Chromebook, Motorola, Apple devices, Kindle
- 18. Google Search PlusYour World
- 19. Distributed and Destinationthinking You have to be on our property for us to monetise We can monetise anywhere
- 21. Algorithmic Professional Social THE 3 PILLARSOF CONTENT CURATION
- 22. The new contentcurators: professional http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html 3 posts, 50 tweets a day 1,000,000+ Uus 200,000 newsletter subscribers 270,000 followers
- 23. The new contentcurators: social
- 24. The new contentcurators: alogorithmic More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
- 25. The new contentcurators: algorithmic
- 26. Professional + Algorithmic+ Social Curation
- 27. AmEx’s OpenForum tookfour years to get 1 million people aboard, and now gets over 150,000 unique visitors per month Content Hubs
- 28. “Stock is thedurable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.”
- 29. “Flow is thefeed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”
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- 31. Planning Around Patterns– device consumption
- 32. Planning Around Patterns- Social programming profiles 60% of UK Twitter users use Twitter while watching TV
- 33. “The notion ofideas as this singular thing is a fundamental flaw. There are so many ideas that what you need is that group behaving creatively. And the person with the vision I think is unique, there are very few people who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar Creative process involving a large number of people Often from different disciplines Marshalled around a vision Working as a team Creative Culture…
- 34. • Resourcing forprojects is purely voluntary • Project leaders pitch developers to generate interest • Engineers decide which projects sound interesting to work on Engineering Culture…
- 35. • A wayof remaining agile as the company scales • Large number of small, multidisciplinary teams, 8-10 people • Each responsible for a focused area of service • Customer-centric, focused improvement, speed of innovation Amazon
- 37. Growth Hacking Process foracquiring and retaining users that combines traditional marketing and analytical skills with those more akin to product development
- 39. 70% of thecontent should be low risk, bread and butter marketing 20% should innovate off what works 10% should be high risk ideas that will be tomorrow's 70% or 20%
- 40. Goal for livestream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users People engaged with the live stream for an average of 28 minutes 66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
- 41. Customer experience ratherthan individual channels Content calendars, not just campaigns Distributed and destination Nimble, agile supporting structures and culture Test and learn
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