This document discusses how consumer use of digital media has evolved over time, with attention spans decreasing and time spent on mobile devices and social media increasing. It also addresses how branded content must change to adapt, such as focusing on storytelling, seeding strategies, events and theater to engage audiences in real-time. Finally, it emphasizes the importance of communication, encouraging risk, having the right teams, and changing how success is measured to focus on branded content over traditional advertising.

1. we need to talk
about content
Graham Nolan, Director of Business & Strategy

2. what does it take to
create brand content

3. digital.
 years  evolving

5. always on multiscreen
Our time online is spread between 4 primary devices *
(average time per interaction - in minutes)
17 30 39 43
Smartphone Tablet PC / Laptop TV
* Source : Google

6. how we use the web evolves
2006 2011
* Source : Alexa

7. 10 hours / week 8 hours / week
Online Social Media
* Source : Comscore / Comreg 2012

8. Average Time Spent: Portals vs Social Networks (USA) *
(average time per usage / day - in minutes)
30
Social
Networks
25
20
Portals
15
Nov 2010
Dec 2010
Jan 2011
Feb 2011
Mar 2011
Apr 2011
May 2011
Jun 2011
Jul 2011
Aug 2011
Sep 2011
Oct 2011
Nov 2011
Dec 2011
* Source : Business Intelligence

9. from
information seekers

10. “If it’s important enough
it will come to me”
Twenty Something Digital Native

11. owards a culture
of content

12. The result of content being at the heart of Coca-Cola marketing culture is
unprecedented best in class output

14. visits to brand websites
are trending in decline
* Source : Universal McCann Study

15. organic reach
falling
* Source : Facebook / Edelman Digital

16. content
is
winning
* Source : Facebook / Edelman Digital

17. high
metabolism marketing

23. or something that is
just plain beautiful

24. lessons
Surprise
Beauty Topicality WOW Authenticity
Punking Humor
Innovation

25. Text
Source
:
The
con,nua,on
of
Marke,ng
by
other
means.
By
The
Human
Experience
Company

26. how do we get branded content
out of the gate

27. accept this is not just
advertising made digital

28. different skill sets

29. Storytelling
Seeding Events /
Strategy Theatre
Opinion
Technology
Formers

30. real-time in the moment

31. right people
in the room
@ the right time

32. communicate
priority

33. change
measurement

34. encourage
risk

35. “Failure is simply the opportunity to begin
again, this time more intelligently.”
Henry Ford

36. thank you
graham.nolan@cksk.com
@grahamjnolan
www.cksk.com