Andrew Grill, Global Managing Partner, IBM Social Consulting Eva Barrett, Global Head of Brand Marketing Communications, Philips Shafqat Islam, CEO and cofounder, NewsCred Alex Cheeseman, Head of International Strategy, NewsCred

1. #ThinkContent
@NewsCred
WELCOME TO THE NEWSCRED
#THINKCONTENT TOUR

2. #ThinkContent
@NewsCred
Andrew Grill
Global Managing Partner,
IBM Social
IBM

3. #ThinkContent
@NewsCred
CREATING EMINENCE AS A BRAND
WITH THOUGHT LEADERSHIP
Andrew Grill, IBM

4. The Power WithinCreating Eminence as a Brand With Thought Leadership
@AndrewGrill
Global Managing Partner, IBM Social Consulting

5. #SocialSerendipity

9. A thought leader can refer to an
individual or firm that is recognized as
an authority in a specialized field and
whose expertise is sought and often
rewarded.

10. social.bz/ibv

11. #BrandAdvocates

12. The art of selling…
without a sales pitch

15. It’s not what you know.
It’s not who you know.
It’s who knows what you know.
@jkhoey

17. social.bz/bmf

18. Social media is the best piece
of market research you
NEVER commissioned
@AndrewGri

20. social.bz/buying

21. “online social networks play a vital role
in the purchase process of 84% of the
most senior B2B buyers”

28. social.bz/bluenotes1

31. You’ve just watched a 20 minute ad for IBM

32. @AndrewGrill

33. #ThinkContent
@NewsCred
THE CONVERGENCE OF BRANDS AND
PUBLISHERS
Andy Weitz, Aon Ÿ Anna Watkins, Guardian Labs
Parker Ward, CapGemini Ÿ Holly Donahue, The Economist
Moderated by: Jeremy King, CSquared

34. #ThinkContent
@NewsCred
BRAND TRANSFORMATION:
LEVERAGING STORYTELLING TO
CONNECT WITH YOUR AUDIENCE
Eva Barrett, Philips

35. Philips:
innovation and you
Eva Barrett
Global Head of Brand Marketing Communications
29th October 2015

36. 36
in 2015?
does Philips
represent
What

37. 37
a year by 2025
We’re aiming to improve the lives of
three billion
people
We strive to make the world healthier and
more sustainable through innovation

38. Commitment to
meaningful
innovation

39. 39

40. 40

41. 41
Digital Storytelling Platform

42. 42
Official healthcare partner to the New York Times online

43. 43

44. Demonstrating our approach
the Living Lab

45. Light
up the
Dark

46. 46

47. 47

48. 48

49. 49
We will
the difference
show the world
we make

50. 50

51. #ThinkContent
@NewsCred
Shafqat Islam
@shafqatislam
CEO & Co-Founder
NewsCred
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computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

52. #ThinkContent
@NewsCred
REDEFINING THE RULES OF
MARKETING
Shafqat Islam, NewsCred

53. The fastest growing brands have
something in common.

54. 50,000 brands.
10 years.

55. Companies who focus on connecting
with their consumers have a growth rate
triple that of their competitors.3X

56. But there’s something more.
The new generation of disruptors
are thinking differently.

57. The status quo no longer applies.

58. Your product is not
what you think it is.

60. If you think your product
is the thing you sell, you
will be disrupted.

63. Your “product” is the
customer experience.

64. Your product is the value that
you bring to the world.
Knowledge, community,
empowerment, inspiration.

69. The world’s best brands think of their
businesses as a value exchange.

70. And in this value exchange,
content is the new currency.

71. Content is not a nice to have.
It’s an imperative.

72. …and it directly influences purchase decisions.
Consumers engage with 11.4 pieces of content prior to
making a purchase.11.4
85% of consumers regularly seek out trusted expert
content when considering a purchase.85%
Nielsen 2014, Forrester 2015
By a factor of 3 to 1, B2B buyers want to self-
educate themselves by going to sellers’ websites to
learn about offerings and make purchase decisions.
3:1

73. But creating great content is hard.

74. The challenge:
Fragmentation – across channels,
platforms, markets, people.

75. The challenge:
Fragmentation – across channels,
platforms, markets, people.
Operations – executing in a
digitally-transformed world.

76. The challenge:
Fragmentation – across channels,
platforms, markets, people.
Operations – executing in a
digitally-transformed world.
Creation – telling the stories that
matter, and doing it at scale.

77. The system is broken.

78. NewsCred is here to help.
We’re the most comprehensive
content marketing platform.

79. We give brands the
technology and content
they need to power the
entire customer
experience.

80. Break the status quo.
Think big and disrupt.
Lead with purpose.
Inspire a new way of working.
Be more creative, more agile.
Redefine the rules entirely.

81. #ThinkContent
@NewsCred
Alex Cheeseman
Head of International
Strategy
NewsCred

82. Head of International Strategy
Alex Cheeseman
CONTENT MARKETING
ENLIGHTENMENT

85. CONTENT MARKETING

86. Content marketing is a strategic
marketing approach focused on creating
and distributing valuable, content to attract
and retain a clearly-defined audience –
and, ultimately, to drive bus

88. IT’S THE MILLENNIAL WAY

89. WE HAVEN’T CHANGED

90. 5 Content Marketing Tips for 2015
12 Actionable Content Marketing Tips To Yield Sales
5 Tips for Successful Content Marketing
5 Tips to Creating a Successful Content-Marketing Campaign
5 Tips For An Effective Mobile Content Marketing Strategy

91. IS KING
CONTENT

93. BE AUTHENTIC

94. AND FINALLY … GO VIRAL

95. OH JESUS

96. WHAT DO YOU NEED TO DO?

97. DEFINITION OF MADNESS

98. OWNERSHIP

99. CONTENT IS MARKETING

100. Customer Value
Content that gives systematic
instruction or provides an
enlightening experience.
EDUCATION
Content that delivers facts about
something or someone.
INFORMATION
Content that provides
amusement or enjoyment.
ENTERTAINMENT
Content that acts as a stimulus
to do or feel something.
INSPIRATION
Content that is useful or
beneficial through the
provision of function.
UTILITY

101. Business Value
Content that creates awareness
of your brand.
AWARENESS
Content that drives a bottom line
action e.g. purchase.
ACTION
Content that affects the way your
audience thinks or feels about
your brand.
PERCEPTION
Content that supports positive
brand experiences and
reinforces brand affinity.
LOYALTY
Content that allows brand
loyalists to express their passion
and share with their peers.
ADVOCACY

102. KEEP CALM
HAVE PATIENCE
AND

103. THANK YOU!

104. Our team of strategists can help your brand build a marketing growth engine.
From ongoing support and program management, to customized strategy
sessions and workshops, we’ll set your brand up for success.
Strategy@NewsCred.com
WANT TO LEARN MORE?