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Content Creation in Integrated Marketing Communications

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How contents are curated to create stunning stories in Integrated Marketing Communications.

Publicada em: Marketing
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Content Creation in Integrated Marketing Communications

  1. 1. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  2. 2. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com INTEGRATED MARKETING COMMUNICATIONS
  3. 3. MarCom Revolution: Rise of The New Marketing DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  4. 4. Marketing is a BIG GNARLY PROBLEM in EVERY organization. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  5. 5. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com BECAUSE PEOPLE DON’T LISTEN WHAT YOU SAY
  6. 6. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  7. 7. Twenty-five years ago big brands DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  8. 8. Heineken turns 150 this year. The Amsterdam based brewery claims to be the world’s most international brewery; its beers are available in 178 countries around the world. By production volume Heineken is the number one brewery in the world. And as a celebration, today it launches a book based on a scientific study called Brewery, brand and family: 150 years of Heineken. One of the key features of Heineken’s success has always been its advertising strategy. Late Freddy Heineken was renowned for his marketing skills. In 1999 he was elected Dutch advertiser of the century. He once said: “If I wouldn’t have worked with Heineken I would have gone into advertising.” Here’s an overview of some of Heineken’s finest ads over the years. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  9. 9. Heineken AD 1950 Heineken AD 1940
  10. 10. Heineken AD 1940 Heineken AD 1940
  11. 11. LUCKY STRIKE AD 1930 LUCKY STRIKE AD 1950 DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  12. 12. Technology has change the game. Game Changer
  13. 13. BUT THE SAME AS BEFORE EVEN A CHILD DON’T LISTEN
  14. 14. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  15. 15. Ability to convert ceiling in to floor!
  16. 16. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing What Brands Publish What Customers Want Charity
  17. 17. Storytelling Is The New Marketing
  18. 18. Stories can communicate between your brands and your customers
  19. 19. But customers can’t remember many stories of brands.
  20. 20. So, to be remember, be different. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  21. 21. When other says “Zigg” Be “Z” DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  22. 22. 1 BUILD CONTENT HUB
  23. 23. BUILD CONTENT HUB1
  24. 24. Content Marketing Roles and Functions Content Marketer / Editor Strategizes, writes, and oversees content projects to ensure brand consistency and alignment with business objectives. Community Manager Distributes content across social channels, engages online communities, and contributes to content projects. Designer Brings content to life through the user experience and rich visuals. Contributors Any content creator- blogger, photographer, designer — who contributes to your project. SEO / Paid Specialist Manages the paid distribution of content online. Analytics Defines best/ worst performers, conversion optimization and measurement communications. Curator Finds and re-purposes the best content from your business and from around the web. DR. HTET ZAN LINN HtetZanLinn@HtetZanLinn.com
  25. 25. 2 CONTENT STRATEGY
  26. 26. CONTENT MARKETING PLAN3
  27. 27. Steps to creating an content marketing plan Who will manage? What content will you include? Determine sending frequency and goals Make a schedule CONTENT MARKETING PLAN3
  28. 28. CONTENT DISTRIBUTION4
  29. 29. DON’T OVER CHOOSE OF CHANNELS !
  30. 30. WHERE IS YOUR TARGET BUYER? Cheat Sheet:
  31. 31. TACTICS FOR DISTRIBUTION 1. Ad networks (example: Google AdWords) 2. Organic Social (example: LinkedIn) 3. Paid Social (example: LinkedIn Sponsored Update) 4. Native advertising (example: Sharethrough) 5. SEO 6. Lead nurturing (both paid & earned) (example: newsletter)
  32. 32. CELEBRITY OR INFLUENCER?5
  33. 33. Celebrity doesn’t mean only ACTORS & ACTRESSES. People who’s followers are mostly similar with your target audience are included
  34. 34. Even great content needs a PUSH The average Hollywood movie spends 50-60% of production budget on distribution.
  35. 35. MEASUREMENT6
  36. 36. 385.6K monthly active people Demographics Age and Gender 35% Women 65% Men 38% 44% 12% 4% 2% 0.7% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + 39% 43% 12% 4% 1% 0.5% For example
  37. 37. Education Level Demographics - 54% High School +20% College - 8% Grad School 83% 11% 6% For example
  38. 38. Location Cities Selected Audience Yangon, Myanmar Taunggyi, Shan State, Myanmar Monywa, Sagaing, Myanmar Mandalay, Myanmar Kuala Lumpur, Malaysia Singapore, Central Region Bangkok, Thailand 55% 1% 1% 18% 4% 2% 6% For example
  39. 39. Activity Device Users -93% Desktop Only 0.8% 23% 76% 13% 7% 2% 51% 0% 20% 4% 3% -44% Desktop & Mobile +61% Mobile Only -49% Computer -26% iPhone/ iPod -30% iPad +94% Android -100% Blackberry -18% Mobile Web -57% Feature Phone +21% Unkown For example
  40. 40. RETHINK & REDO … NEW CONTENT STRATEGY 7
  41. 41. DECADES AGO FEW YEARS AGO RECENTLY NOW WHAT IS THE NEXT???
  42. 42. INTEGRATE WITH MARCOM
  43. 43. 4 INTEGRATIONS
  44. 44. MARCOM CONSULTATION "The new lingua franca of Branding is changed." GET A GUIDE!
  45. 45. GROWTH HACKING “MarCom strategy won't make you slow to start.” HIRE A JET!
  46. 46. INFORMAL EDUCATION “We dun tell you. But will show you.” GET A TICKET!
  47. 47. IDEA CONNECT “ONE’S EXPERIENCE CAN BE A THEORY FOR ANOTHER. STAY CONNECTED” OPT-IN!
  48. 48. OUR APPROACH “CUSTOMER CENTRIC CONSULTING” APPROACH WITH UNDERSTAND & DIAGNOSE IDEATE SOLVE & PLAN
  49. 49. EMPLOYEE ENGAGEMENT NEVER REPLACE EMPLOYEE WITH US JUST LEARN TOGETHER WITH THEM “WHAT’S NEXT?”
  50. 50. EDUCATION IS THE BEST WEAPON TO CHANGE THE WORLD - NELSON MANDELA • DUN USE AD FOR LIKES. • INVEST IN CONTENT. • LEARN THE CONTEXT. • MANAGE LEADS. • ENGAGE THE CUSTOMERS. • REACH MORE. • LEARN CUSTOMER X. • RE THINK AGAIN. • LET’S SEE !
  51. 51. CONTENT WITHOUT BOOST
  52. 52. If other says “Zigg” you, “Z”. www.facebook.com/htetzanlinndotcomPH : +959 50 350 13, 78 50 350 13 www.ZiggZ.net

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