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Understanding Always On Content Marketing


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This presentation discusses the topic of ‘always on’ and the need for brands to supply constant, relevant content to their communities.

‘Always on’ generates a feeling with the consumer that sparks recognition, and when utilised correctly over time, it begins to create loyalty. Real time marketing content is the latest approach to engaging consumers with an initial impression that resonates with them enough to follow the story to the end. So the ability to ride your marketing wave successfully means you must simply be prepared to be relevant, and ensure that ‘always on’ firmly forms the foundation of your approach.

Published in: Marketing

Understanding Always On Content Marketing

  1. 1. Always On 02.11.2012 Breakfast Briefing @tomchapman
  2. 2. Scenario 1.
  3. 3. IMAGE BY GRADUALREVOLUTION ON FLICKR.COM Lightweight interactions is how our species have developed relationships for the past tens of thousands of years Thanks to Paul Adams
  4. 4. Predominant marketing models Source: Doug Levy, IMC2
  6. 6. What Rihanna can teach us about Always On marketing Thanks to @BruceDaisley
  7. 7. 36 singles in 6 years 26 solo singles 10 as featured artist Thanks to @BruceDaisley
  8. 8. Always On Always there & discoverable, evolving in public Thanks to @BruceDaisley
  9. 9. Campaign Approach Madonna First single released in 3 years Single reached #37 in UK charts Thanks to @BruceDaisley
  10. 10. IMAGEBYJUNNINHOFLETRONFLICKR.COM Always On isn’t the chosen strategy, it is the only strategy Thanks to @BruceDaisley
  11. 11. With always on, we look to create many small ideas (lightweight interactions) that stitch together to form one L-O-N-G idea Gareth Kay
  12. 12. Always on IS a journey made up of valuable communication content. Everything from campaign messaging to deeper brand experiences.
  13. 13. IMAGEBYSHADYCAMONFLICKR.COM Although specific short-term campaigns around launching new products will exist, they will be built upon an always on foundation. So brands need to learn a new trick
  14. 14. PONBE To reach the target audience in an attempt to achieve earned media, each piece of content can be communicated across different channels and platforms using PONBE.
  15. 15. Thanks to Made by Many and David Armano The creative canvas for always on needs to be flexible / agile – many small experiments over larger bets
  16. 16. For every one big “stock” hit, you can create many small “flow updates. Stock Flow & The short bursts and lightweight interactions that make up social media. The big, beautiful assets a brand is used to producing, primarily for campaigns. Thanks to Percolate
  17. 17. Cross-platform
  18. 18. Real-time marketing Paid media TV ads Paid media print ads
  19. 19. Campaigns do not need give away everything in the first 2 weeks. We can keep content back and apply adaptive cross-platform storytelling
  20. 20. Nike+ adopt an Always On strategy
  21. 21. #makeitcount = storyworld This is the ‘Just Do It’ for the social media age Nike+ Always On
  22. 22. Launched 30th December Nike+ Always On
  23. 23. Series of videos released every 2 days featuring ambassadors across all major sports in each territory 1st January – 16th January Nike+ Always On
  24. 24. In support of videos, print ads and billboards feature #makeitcount 1st January – 16th January Nike+ Always On
  25. 25. Instagram profile launched in conjunction with 13th Witness 13th January Nike+ Always On
  26. 26. Nike announces the Nike+ FuelBand with ‘Life is a Sport – Make It Count’ 17th January Nike+ Always On
  27. 27. Nike+ FuelBand launched globally for pre-order 19th January Nike+ Always On
  28. 28. Press feature Nike+ on the 19th January not before 19th January Nike+ Always On
  29. 29. Nike + Make It Count site becomes branded as NikeFuel 19th January Nike+ Always On
  30. 30. In store experiential – immortalise your own story as a picture for Make it Count 20th January Nike+ Always On
  31. 31. 21th January In a UK Premiere League first. Footballers wear #makeitcount on their boots Nike+ Always On
  32. 32. 26th January Retail - JD Sports dedicate a look book to #makeitcount Nike+ Always On
  33. 33. Physical installation at 1948 London for Make it Count 28th January Nike+ Always On
  34. 34. Nike+ Always On Dec 31st – Now #makeitcount June 17th – Now #gameonworld
  35. 35. Always On storytelling example