Moving from Marketing Content to Brand Storytelling – Creating a Scalable Storytelling Strategy that Connects Emotionally -- Coldwell Banker + Skyword
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David Marine, VP of Brand Engagement at Coldwell Banker, shares how Coldwell Banker shifted its focus toward producing stories that connect with people during those emotional home buying, owning, and selling moments. To Coldwell Banker, brand storytelling is a way to emphasize the lasting memories and special moments that make a house a home. Today, Coldwell Banker has the No. 1 real estate blog in the country, and the company’s market success has been bolstered by big bets on video marketing, advanced content and media partnerships, and national advertising efforts. Learn from David Marine and Skyword as they discuss what is required to create a culture of storytelling that transforms your marketing team into a publishing powerhouse. To see David Marine's presentation, go to: https://prezi.com/riymer5lpcfd/storytelling-for-c3/ Presentation by: David Marine – VP of Brand Engagement at Coldwell Banker Sam Feldman – Director Strategic Partnerships, Skyword This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
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Moving from Marketing Content to Brand Storytelling – Creating a Scalable Storytelling Strategy that Connects Emotionally -- Coldwell Banker + Skyword
- 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION MOVING FROM MARKETING CONTENT TO BRAND STORYTELLING Sam Feldman Director, Strategic Partnerships
- 2. #C3NY SEOs that embrace storytelling will find bigger budgets and a seat at the table like never before. THE SEO AS CMO?
- 3. #C3NY TRADITIONAL SEO IS BROKEN “Google’s last 3 years of advancement have erased decades of old school SEO practices.” -Rand Fishkin, Wizard of Moz
- 5. #C3NY Since 1952, commercial interruption during a 60-minute broadcast increased 300%.
- 7. DEATH OF THE INTERRUPTION MODEL 75% DVR to skip ads 60% banner blindness 0.10% click thru digital banners 198M Active adblock users around the world
- 10. Stop interrupting what people love Start becoming what people love
- 11. #C3NY Stop renting our audience, and own it.
- 12. #C3NY 150BILLION global searches every month on Google Search 900MILLION Tweets every month 15BILLION pieces of content shared on Facebook every month Source: en.gage Media
- 13. #C3NY WHAT IS GOOD STORY? It’s not “good, unique content.”
- 14. #C3NY But, original, sustainable storytelling is difficult.
- 15. #C3NY EDUCATE CIOS ON THE NEWS
- 16. #C3NY INSPIRE THOSE SEEKING ADVENTURE
- 17. #C3NY EDUCATE MARKETERS ON TRENDS
- 18. #C3NY Stories drive ROI. DRIVE RESULTS THROUGH STORY
- 19. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION CREATING A SCALABLE STORYTELLING STRATEGY THAT CONNECTS EMOTIONALLY VP of Brand Engagement at Coldwell Banker David Marine
Editor's Notes
- SEO has changed more in the last 3 years than in decades. Google has finally launched effective algorithms to fight manipulative links; leveraged uncertainty around penalties; figured out user intent; learned to identify entities of knowledge and connect them to topic and keywords; and moved to machine learning algorithms to determine rankings.
- [UP] We crave content and consume more of it. ----- Meeting Notes (10/26/15 16:30) ----- change the font from white
- [DOWN] Same with radio, print, web sites, etc. People were spending more and more time being interrupted by commercial messages.
- [DOWN] Myth 1) Banners, spots, interstitials and campaigns are the most effective way to reach and influence your target audience
- [DOWN] And we are feeling the effect of the this new empowered person. Interruption marketing effectiveness is in decline 75% of TV viewers DVR to skip ads (Motorola Engagement Study, 2013) 60% experience “banner blindness” – no recall of ads they’ve seen (infolinks, 2013) 0.10 % click thru digital banners (DoubleClick, 2012) 4 Million consumers have filed complaints about telemarketers to the Federal Trade Commission (in 2012, FTC)
- [DOWN] Hulu – which forces users to watch ads, has 9M. Netflix is adding almost as many subscribers in the first half . BTW hulu is cheaper by $2/month. People are voting with their wallets, every day, for ad free experiences. http://www.theverge.com/2015/4/29/8513147/hulu-9-million-subscribers
- [DOWN]
- Change your talk track. Stop shouting and start being compelling. Although there is more noise than ever before, there are also more opportunities to reach people on the go via their mobile devices. Use wisely. Learn to become a valuable resource instead of an annoying distraction. We need to shift from the interruption model. People do not love content about your product/service until it meets a need. We must create content that reaches our target with what they love both as professionals and in their personal lives. We also need to create content that engages them with topics that align with our products and services (much like the IBM big data example). And last, we need to create content that will convert our audience to become our customers and advocates. Most people are only creating the latter. ----- Meeting Notes (10/26/15 16:30) ----- most people in the back won't see the bottom, lower left hand
- [DOWN] Same with radio, print, web sites, etc. People were spending more and more time being interrupted by commercial messages.
- [UP] Google is still the primary source of traffic to websites.
- ----- Meeting Notes (10/26/15 16:30) ----- "what is good story?" "it's not just good unique content"
- [DOWN] Same with radio, print, web sites, etc. People were spending more and more time being interrupted by commercial messages.
- For IBM Security, it’s not just about selling services—it’s about building community and trust. Create content that establishes SecurityIntelligence.com as a thought leadership and news hub for business-minded executives who manage enterprise risk and security, and enterprise IT security professionals alike Constantly thrive to be the leading destination for technical and business focused security content On-boarded 150 internal and external contributors to drive content production for the website Implemented the Skyword Platform to streamline all aspects of the content production process, including writer management, content review and publishing, and measurement. Established rigorous publishing schedule of 3-5 pieces a day—amounting to 300 stories in 2014, and aims to double content volume in 2015. Generated 1,732,900+ page views, 70% new visitors to date Stories picked up by New York Times, BBC and other major publications Winner of 2015 MITX What’s Next Award for Best B2B Website, finalist for the Content Marketing Awards Best Topic-Specific Blog For IBM Security, it’s not just about selling services—it’s about building community and trust. Create content that establishes SecurityIntelligence.com as a thought leadership and news hub for business-minded executives who manage enterprise risk and security, and enterprise IT security professionals alike Constantly thrive to be the leading destination for technical and business focused security content On-boarded 150 internal and external contributors to drive content production for the website Implemented the Skyword Platform to streamline all aspects of the content production process, including writer management, content review and publishing, and measurement. Established rigorous publishing schedule of 3-5 pieces a day—amounting to 300 stories in 2014, and aims to double content volume in 2015. Generated 1,732,900+ page views, 70% new visitors to date Stories picked up by New York Times, BBC and other major publications Winner of 2015 MITX What’s Next Award for Best B2B Website, finalist for the Content Marketing Awards Best Topic-Specific Blog For IBM Security, it’s not just about selling services—it’s about building community and trust. Create content that establishes SecurityIntelligence.com as a thought leadership and news hub for business-minded executives who manage enterprise risk and security, and enterprise IT security professionals alike Constantly thrive to be the leading destination for technical and business focused security content On-boarded 150 internal and external contributors to drive content production for the website Implemented the Skyword Platform to streamline all aspects of the content production process, including writer management, content review and publishing, and measurement. Established rigorous publishing schedule of 3-5 pieces a day—amounting to 300 stories in 2014, and aims to double content volume in 2015. Generated 1,732,900+ page views, 70% new visitors to date Stories picked up by New York Times, BBC and other major publications Winner of 2015 MITX What’s Next Award for Best B2B Website, finalist for the Content Marketing Awards Best Topic-Specific Blog For IBM Security, it’s not just about selling services—it’s about building community and trust. Create content that establishes SecurityIntelligence.com as a thought leadership and news hub for business-minded executives who manage enterprise risk and security, and enterprise IT security professionals alike Constantly thrive to be the leading destination for technical and business focused security content On-boarded 150 internal and external contributors to drive content production for the website Implemented the Skyword Platform to streamline all aspects of the content production process, including writer management, content review and publishing, and measurement. Established rigorous publishing schedule of 3-5 pieces a day—amounting to 300 stories in 2014, and aims to double content volume in 2015. Generated 1,732,900+ page views, 70% new visitors to date Stories picked up by New York Times, BBC and other major publications Winner of 2015 MITX What’s Next Award for Best B2B Website, finalist for the Content Marketing Awards Best Topic-Specific Blog ----- Meeting Notes (10/26/15 16:30) ----- access to storytellers - 150 both internal and external
- For MasterCard, it’s not about issuing credit cards— it’s about enabling “priceless” experiences at home and around the world. Built a website geared toward a global audience that profiles the amazing cultural events taking place in the world’s most-beautiful cities Connected with local writers, editors and videographers to bring to life the local flavor and values of cities across the world through original storytelling Created an online hub for people to discover new experiences where they live and visit, and learn what truly makes each destination unique Expanded from a pilot program focused on one city to a global program covering 35 of the most priceless cities across Europe, Asia, North America, and South America ----- Meeting Notes (10/26/15 16:30) ----- creating in 12 languages and 22 different dialects and 25 different countries
- ----- Meeting Notes (10/26/15 16:30) ----- demand-gen took off when we stopped talking about ourselves and switched to our audience