The document discusses content marketing strategies and emerging technologies. It covers topics like virtual reality, 360-degree video, chatbots, and how to develop an iterative process to pilot new technologies and content approaches. Speakers provide examples of how companies are experimenting with immersive content and discuss trends in visual storytelling and moving from text to more visual forms of communication. The final section involves a question and answer session with the speakers.

1. You Call That Content

2. TODAY’S HOST:
Leo Ryan
Spredfast
@LeoTwit
Greg Swan
space150
@gregswan
Carrie Sloan
Johnson & Johnson
@carriesloa
Session Speakers
Amy Lamparske
Social Butterfly
@amylamparske

3. There is
Nothing New
Leo Ryan
VP, Customer Solutions
Spredfast
@LeoTwit

12. Technology Innovation
Approach to Content
Greg Swan
VP, Social Engagement
space150
@gregswan

13. CONTENT IN 2017 =
Creativity + Technology

14. THE IDEAS +
CONCEPTS ARE
THE CENTER OF
EVERYTHING
NEW TECH +
PLATFORMS
EXPAND WHAT’S
POSSIBLE

15. TECH > DISTRIBUTION CHANNELS

16. APPROACH

17. NEW THING!
BRAND PILOTS LAUNCH / JOURNALISTS LOOKING FOR STORY TO TELL
CONSUMERS DISCOVER / EXPERIMENT / SHARE
LONG TAIL
PEAK
ADAPTED FROM DAVID MEERMAN SCOTT’S LIFE OF A NEWS STORY, GARTNER’S HYPE CYCLE, ANDERSON’S THE LONG TAIL

18. • IDENTIFY
• CONTEXTUALIZE
• CONCEPTUALIZE
• PILOT
• ITERATE
• KILL
PROCESS

19. LET’S APPLY THIS APPROACH
TO 4 AREAS IN 2016

20. VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º
VIDEO
VR/AR

21. 360º IMMERSIVE CONTENT:
3 degrees of freedom

22. Your Smartphone
YouTube normal view YouTube fullscreen view
YouTube cardboard view
Facebook timeline view

24. Experimenting with POV

25. VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º
VIDEO
VR/AR

26. IMMERSIVE EXPERIENCE:
6 degrees of interaction

27. image via glassappsource.com

28. “VR Face”
“VR Face” Sensory Takover
Presence

29. Virtual + Real World, Creation, Sharing

30. Augmented Reality

31. Source www.kotaku.com.au

32. Microsoft Hololens
Meta 2
Magic Leap

33. Our Exciting Augmented Future
(HYPER-REALITY, Keiichi Matsuda)

34. 1916

35. VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º
VIDEO
VR/AR

38. Confidential and Proprietary space150 ©2016
38
Confidential and Proprietary space150 ©2016

39. VR/AR
CHATBOTS EMERGING MEDIA & TECH
360º
VIDEO
VR/AR

41. 2013 2016

42. ONE SMALL STEP
FOR SQUATCH.
A GIANT LEAP
FOR SNAPCHAT.

44. 3 TAKEAWAYS
AS WE PLAN FOR 2017

45. 1. PAY CLOSE ATTENTION TO:
Patents Art Culture

46. 2. LOOK FOR BLACK SWAN MOMENTS
(never say never)

47. “We always overestimate the change that will
occur in the next 2 years and underestimate
the change that will occur in the next 10.”
3. EMBRACE CHANGE AS AN
OPPORTUNITY, NOT A NUISANCE

48. thanks.
-@gregswan

49. Leveraging Data to
Inform Content
Amy Lamparske
Social Media & Digital Marketing Consultant
Social Butterfly
@amylamparske

50. Identify Relevant Moments
Align key brand and business moments with high industry conversation and
pop culture events to increase brand relevancy

51. Hyperlocal Analytics Informs Content

52. Election Social Analytics Data

53. #thankYOU
@amylamparske

54. You Call THAT Content!?
Johnson & Johnson Global Content Lab
Carrie Sloan
VP, Director of the Global Content Lab
Johnson & Johnson
@carriesloa

56. 56
The Big Picture: Why Storytelling?
“Storytelling prompts the body to produce the neurochemical oxytocin.
Oxytocin is the ‘feel-­good’ hormone;; it also is released when people
demonstrate trust or kindness toward one another.
In one study, Berkeley scientists discovered that the body produces
oxytocin when exposed to character-­driven stories. A story of a
sportscaster may not cause you to go out and buy Microsoft Office, but it
will stick in your mind, maybe pump some oxytocin into your system, and
create a few warm-­and-­fuzzy feelings toward a software company.”
It all comes down to science, actually:
8 Absolutely Brilliant Content Marketing Innovations from the World’s Best Brands
(Content Marketing Institute)

57. 57
Where We’re Investing: A Whole New Platform
THEN: A hulking 1,800 pages, full of dead-­ends. NOW: A streamlined site with best-­in-­class capabilities,

58. 58
Where We’re Investing: Inventive Story Templates
Listicle
Microsite
Photo
Gallery
Timeline
Video
Face
Grid
Infographic
Q&A
Article
Fast-facts
Story

59. 59
The Content CHANNEL That Might Surprise You
Latest News Innovation Caring & Giving Personal Stories Health & Wellness Our Heritage
What are the must-­
reads of the day at J&J?
Company announcements,
events, activations,
acquisitions, launches,
awards and honors, all
tied to enterprise.
Sample content:
Breaking New Ground on
Innovation: The Debut of
JLABS @ Toronto
Comprehensive innovation
on an enterprise level,
celebrating new thinking,
ideas, people and actions. It
could contain a video about 3-­
D printing, a 3,000-­word story
on how new medicines are
made, or a Q&A to surface an
innovative approach to
workspace design/HR
recruiting/ eradicating Ebola.
Sample content:
Q&A: The Quest to Quash
Zika, Meet the Brazilian
Scientist Working to Develop a
Vaccine
Our mission is to care for the
world, one person at a time,
and this section is devoted to
our social values, and all of
the good work we do around
the globe every day. Stories
might range from an
enterprise feature about our
neonatal resuscitation
program in China or a profile
of an employee who
volunteers
in his local community.
Sample content:
Video: Life's First Breath:
Pipi's Story
In this section, we’ll put one
face on a story, in text or
video format, to create an
emotional connection with
external stakeholders. This is
the channels for patient
stories, employee stories,
and “face grid” stories that tell
a story through the lens of the
people involved.
Sample content:
Video: One Dad’s Story:
What Taking Paternity Leave
Meant to Me.
A channel dedicated to
personal health and wellness
content, including Human
Performance Institute
activations, ideas and stories,
and lightly-­branded consumer
content about our enterprise
commitment to health &
wellness, how to live a longer,
happier healthier life. This
content may eventually be
syndicated to other health &
wellness sites/channels
online.
Sample content:
The ABCs and 123s of Smart
Summer Skin Care
A channel devoted to the
past 130 years of Johnson &
Johnson’s history…and the next
130. Partnering with the
Heritage Communications team,
we’ll have regular features, like
“Ask Margaret,” to learn key
facts from our history, as well
as profiles and features on
people, products, practices and
meaningful milestones in J&J
history.
Sample Content:
Feature story: A Stitch in Time:
100 Years of Innovation in
Sutures.

60. 60
Content that Connects: Virtual Reality
A First of its Kind Partnership
J&J engaged with Facebook on their
Humankind Project, the first corporate
partnership of its kind.
We, along with Save the Children,
partnered to send a VR crew into Germany,
following a refugee family through their
effort to start anew.
The video was designed to elicit empathy,
and timed for release during UNGA week.
In 2016, in partnership with Save the
Children, J&J donated $1.75 M to help
child refugees affected by the war.

61. 61
Content that Connects: Interactive Infographics

62. 62
The Rise of Visual Media: New Ways to Tell Stories
"Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When
we moved to status updates on Facebook, our posts became shorter. Then micro-­blogs like Twitter came
along and shortened our updates to 140 characters. Now we are even skipping words altogether and
moving towards more visual communication with social sharing sites like Pinterest."
-­Dr. William J. Ward, Social Media professor at Syracuse University

63. 63
What’s the Best Way
to Tell a Story?
The answers is: It depends.
• Not all content should be “snackable”:
The Johnson & Johnson Content Lab
believes in deep reporting, personal essays
and complex “enterprise” stories
• Today, sites like Medium and the
Highline are also reinvigorating retro
long-­form journalism
• We do know this: One key to storytelling
is to show, not tell

64. 64
3 Ways the Content Lab Thinks Differently
We’ll always tell stories that impact J&J’s
top reputational drivers and your bottom
line. That said:
• We’ll brainstorm backwards: Where
will the story appear, and how should
that impact how we tell it?
• We’ll be micro-­focused on internal
goals and external news events.
• We’ll shape – and jump into –
conversations in the zeitgeist.
When we do this successfully, we win.

65. 65

67. Question + Answer
Leo Ryan
Spredfast
@LeoTwit
Amy Lamparske
Social Butterfly
@amylamparske
Carrie Sloan
Johnson & Johnson
@carriesloa
Greg Swan
space150
@gregswan