Mercer and charity: water on: Tomorrow’s Customer Experience is Happening Today: What Content for Modern Consumers Looks Like We’ve heard Seth Godin’s famous assertion, “Content marketing is the only marketing left.” But “content marketing” now means a world of interactivity, immersive experiences, user-generated content, technological innovation and more. No matter the form, your audience needs the answers they’re seeking. How are you balancing their needs with your need to stand out? Join these content experts as they share their secrets and strategies for successful content marketing today and tomorrow.

1. Tomorrow’s Customer
Experience is Happening
Today
What Content for Modern Consumers Looks Like

2. Manager, Customer
Partnerships
Spredfast
@KParrish926
Kristin Parrish
Global Head of Social Media &
Distributed Content
Mercer
@guzmand
Danielle Guzman
Brand Content Lead
charity: water
@tylerriewer
Tyler Riewer
VP, Digital & Social Media
Strategy
Goldman Sachs
@kaydeebird
Kaydee Bridges
Today’s Speakers

3. What makes you
click?

4. 4
Consumers want and expect the same
things from brands as they do from their
friends and family...
Jonathan Steuer
Chief Research Officer, Omnicom Media Group

5. But how do you
stand out?

6. 3 BillionActive Social Media Users
6

7. 7
Experiential
Connected Shopping
VR/AR
Short Form Video
Cryptocurrency
Trends in
Technology

8. 8
Sephora:
Connected
Shopping

9. 9
Tumi: AI

10. 10
New York Times:
VR / AR

11. Find the right balance:
Technology + Creativity + Brand Equity
11

12. 12
Sometimes the content your audience
needs is different than what you want to
create.
Margaret Magnarelli
Managing Editor, Content and Senior Director
Marketing Monster

13. SmartSocial™
13
Connect People
Show Value
Build Trust

14. Global Head of Social Media and
Distributed Content
Mercer
Danielle Guzman

15. I M PA C T F U L
C O N T E N T
Y O U R E P I C
J O U R N E Y
T O A D I G I T A L
F U T U R E O N S O C I A L
P L A T F O R M S
Twitter: @guzmand
LinkedIn: Danielle Guzman
Instagram: guzmandmg

16. S O C I A L M E D I A C O N T E N T S T R A T E G Y
P u b l i c
R e l a t i o n s
D R I V E T H E C O N V E R S A T I O N S A D V O C A C Y
• Humanize the brand
• Amplify thought
leadership
• Create authentic
moments
• Strengthen employee
engagement
C u r a t i o n
D I S T R I B U T I O N
• Twitter
• LinkedIn
• You Tube
• Facebook
• Instagram
C a m p a i g n s
• Theme 1
• Theme 2
• Theme 3
Tier 1 media outlets and publications
Marketing campaigns
Third-party content
Thought leadership
U G C
EVERGREEN CONTENT
DECONSTRUCTED CONTENT
WEEK DAY / WEEKEND KEYWORDS

17. C O N T E N T
M I X
VIDEO
BLOGS
MEDIA
BRAND THOUGHT
LEADERSHIP
VOICE
UGC
SHORT,
MEDIUM,
LONG
INTERACTIVE
DEMOS
ANIMATED
LEADERSHIP
ADVOCATE
CURATED
ADVOCATE
LEADERSHIP
SOLUTIONS
WHITE PAPERS
POV
PODCASTS
ADVOCATE
PODCASTS REVIEW/
FORUMS
SMES
INFOGRAPHICS
LEADERSHIP
BLOGS
SOCIAL
INFLUENCER THOUGHT
LEADERSHIP
EPHEMERAL
EVENT
“SKILLS”
NEWS
VIDEO
INFLUENCER
CLIENT,
PARTNER,
SME
TIP SHEETS
EBOOKS
CASE
STUDIES
WEBINAR
S
VIDEO

18. 4
“ I T ’ S N O T
W H E R E Y O U
G O . I T ’ S T H E
P E O P L E Y O U
M E E T A L O N G
T H E W AY. ”
@guzmand

19. A D V O C A C Y
We have 22,000 employees that bring a broad range of experience across industries, unique
capabilities and areas of expertise that we can harness and empower to advocate through
social media.

20. CASE STUDY: WORLD ECONOMIC FORUM 2018
@guzmand

21. © MERCER 2017 7

23. © MERCER 2017 9
9
“ E V E R Y T H I N G
Y O U W E R E
L O O K I N G F O R
W A S R I G H T
H E R E A L L
A L O N G . ”
@guzmand

24. © MERCER 2017 10
1
D O N O T E N G A G E
I N R A N D O M A C T S
O F C O N T E N T.
@guzmand

25. © MERCER 2017 11
11
B U I L D Y O U R
C O N T E N T
S T R A T E G Y
F R O M T H E
O U T S I D E I N .
@guzmand

26. © MERCER 2017 12
1
B E C O N T E N T
C O U R A G E O U S .
@guzmand

27. © MERCER 2017 13
1
E M B R A C E R E A L
M E T R I C S .
@guzmand

28. © MERCER 2017 14
1
Y O U D O N ’ T N E E D
T O S T A N D U P.
Y O U N E E D T O
S T A N D O U T.
@guzmand

29. © MERCER 2017 15
1
Y O U R M O S T
E F F E C T I V E
C O N T E N T
M A R K E T I N G
M E S S E N G E R S ?
Y O U R
E M P L O Y E E S .
@guzmand

30. © MERCER 2017 16
1
G I V E P E O P L E
S O M E T H I N G T O
T A L K A B O U T.
@guzmand

31. © MERCER 2017 17
1
D E C O N S T R U C T
Y O U R C O N T E N T.
@guzmand

32. © MERCER 2017 18
1
R E S I S T C R O S S -
P L A T F O R M
P O S T I N G !
@guzmand

33. © MERCER 2017 19
1
M A K E I T V I D E O .
@guzmand

34. 20Copyright © 2018 Mercer (US) Inc. All rights reserved.
“You don’t need
to be helped any
longer. You’ve
always had the
power.”

35. Brand Content Lead
charity: water
Tyler Riewer

36. @CHARITYWATER | @TYLERRIEWER

37. End the water crisis.
Our Mission

38. Reinvent charity.
Our Vision

39. (but it’s really not about us)

40. charity: water 5
4 Main Types of Content
Showcases the impact
of clean water.
Feels like it was made
just for you.
Connects you to the
human side of our work.
Celebrates our
incredible community.
INSPIRATIONAL PERSONALIZED BEHIND-THE-SCENES SUPPORTER-DRIVEN

41. We choose to focus on the positive, tell
stories about opportunity, and emphasize
the hope more than the need.
IT’S ABOUT INSPIRATION
HOPE VS GUILT

46. We provide value to our audiences by
creating moments and experiences that
are made just for them.
IT PAYS TO MAKE IT PERSONAL
KNOWING YOUR AUDIENCE

51. Month & Day, 2016

52. Month & Day, 2016

53. Month & Day, 2016

54. Month & Day, 2016

59. Station 1

60. Station 1

61. Station 1

62. Station 2

63. Station 2

64. Station 2

65. Station 2

66. Station 3

67. Station 3

68. Station 3

84. charity: water 49
Results
74%
Quiz Completion
Rate
2:07
Average Time
on Page
3x
CTA at Bottom
of Page
+1,300
New
Subscribers
$319,000
Estimated Lifetime
Value

85. We take our audiences behind-the-scenes and
share even the hardest moments so we can build
trust and make people part of the story.
VALUES ARE VALUABLE
KEEPING IT REAL

91. charity: water 56

92. charity: water 57

93. charity: water 58

94. We’ve had people jump out of airplanes, walk across
America, swim naked, carry 40-pound Jerry Cans
everywhere they go, throw parties, and run marathons.
IT’S NOT JUST OUR STORY
EMPOWERED SUPPORTERS

96. Month & Day, 2016

98. Month & Day, 2016

99. Month & Day, 2016

100. Month & Day, 2016

101. Month & Day, 2016

102. Month & Day, 2016

103. charity: water 68
Results
3,671
One-Time
Donations
+$75,000
Raised on
WWD Page
$8.15-$15k
Range of
Donations
112
New
Subscribers
$30,307
Estimated
ARR

104. Thank You.
tyler.riewer@charitywater.org
@tylerriewer