BOBCM: Clever Content Builds Great Brands
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My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
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BOBCM: Clever Content Builds Great Brands
- 1. Clever Content Builds Great Brands J U S T I N K I R BYBY @juzzie
- 2. Supported by: 2015 supported by: 30+ Case Studies from around the globe and 30+ Feature Articles https://bobcm.editiondigital.com
- 3. 2015 ALL MARKETING NOW BASED ON CONTENT > Terms like Branded Content, Branded Entertainment and Content Marketing may become increasingly meaningless unless they explain how they are different from other content-based approaches. https://hub.editiondigital.com
- 4. 2016 MAPPING THE BRAND-FUNDED CONTENT SPACE > FREE WHITE PAPER http://bit.ly/1NohdiT
- 5. RYAN SKINNER Senior Analyst Forrester ANDREW DAVIS Author Brandscaping ROBERT ROSE Chief Strategy Officer Content Marketing Institute 2016 REVIEW OF RECENT FRAMEWORKS > http://bit.ly/1WNU3nw
- 6. ategysecti shapes the # Strategy By Lazar Dzamic, Creative Strategist, Google ZOO EMEA http://bit.ly/1rxG616
- 8. HERO > BRANDED ENTERTAINMENT collision of the advertising and entertainment industries. These are the inspiring examples that Google categorises as HERO content. It’s also the space we tend to cover in the BOBCM series, where we chronicle examples stand out examples like Real Beauty Sketches from Dove, Epic Split from Volvo Trucks and #LikeAGirl from P&G’s Always. READ MORE The content tends to be video and longer form, unless you’re ‘dunkin in the dark’, and occasionally full-length like the LEGO movie. As Mediacom Beyond Advertising’s Global Head James Morris pointed out on BOBCM last year, these ‘big culture mo- GOES VIRAL OR EVEN GETS WATCHED. THEN THERE’S A FEW THOUSAND PEOPLE IN LA WHO CREATE WORK THAT PEOPLE PAY TO GO AND SEE.”
- 9. HERO > BRANDED ENTERTAINMENT ADVERTISING ENTERTAINMENT Colliding worlds further reshaping the media landscape?
- 11. HERO > BRANDED ENTERTAINMENT But also driving demand > Winning hearts not just price comparing minds >
- 13. .” HERO > BRANDED ENTERTAINMENT Big culture campaigns only represent small fraction of work created, but still set the standard by which all content is judged by brands. JAMES MORRIS Global CEO STINK GROUP “ http://bit.ly/1XYiFdP
- 14. HERO > AND B2B?
- 16. HERO > INSPIRATION B2B tegysecti # Strategy By Lazar Dzamic, Creative Strategist, Google ZOO EMEA https://youtu.be/l6sNG9oubnY
- 17. .” HERO > BRANDED ENTERTAINMENT In advertising, people are thrilled if an ad goes viral or even gets watched. Then there’s a few thousand people in LA who create work that people pay to go and see. TIM PIPER Writer/Director PIRO “ http://bit.ly/1ITST0b
- 18. HERO > BRANDED ENTERTAINMENT Plus ça change, plus c'est la même chose! http://bit.ly/1IAHp0I
- 19. HELP > CUSTOMER EXPERIENCE The amount of Help Content – not just on YouTube, but on the web overall – eclipses everything else. “ .” LAZAR DZAMIC Creative Strategist GOOGLE ZOO http://bit.ly/1rxG616
- 20. tegysecti # Strategy By Lazar Dzamic, Creative Strategist, Google ZOO EMEA HELP > INSPIRATION https://youtu.be/rttMkbO7hQk
- 21. CUSTOMER SERVICE CUSTOMER EXPERIENCE (CX) HELP > CUSTOMER EXPERIENCE But more than just adding value to the customer experiences in general through the likes of Customer Service or Marketing as a Service (MaaS) type apps…
- 22. .” Find a mechanism to allow you to collect customer stories at scale. For example, Airbnb recently launched a platform where people can submit their own stories at Create AirBnB. ANN HANDLEY Author & CEO MARKETINGPROFS “ HELP > CUSTOMER EXPERIENCE http://bit.ly/1Xr8Ruz
- 24. HELP > INSPIRATION Going beyond the desk and dashboard to find out what consumers really really want … http://bit.ly/1r6LtUy
- 25. HELP > CUSTOMER EXPERIENCE … because also linked to the Exponomy, experiential marketing, and the customer’s – increasingly social – experience as content’ http://bit.ly/1cuERVt
- 28. HELP > CUSTOMER EXPERIENCE Who is best suited to telling stories and creating more relevant content: Your customers, YouTube Content Creators, or those more concerned with optimizing customer journeys, integrating tech and the more process-orientated side of things? ALL THINGS HAIR A Unilever YouTube Channel
- 29. HUB > BRAND PUBLISHING The evolution of direct marketing, but the more editorial-style content could also be seen as the evolution of Customer Publishing – particularly through its digital delivery. DIRECT MARKETING CUSTOMER PUBLISHING
- 30. HUB > BRAND PUBLISHING more regularly published editorial-style content
- 31. HUB > BRAND PUBLISHING But the skills required for optimising SEO or driving response through tech are not necessarily the same as those needed to craft a good story or create engaging editorial, and vice versa!
- 32. HUB > BRAND PUBLISHING Which is why some pundits think we are about to get buried in … http://bit.ly/1fgaiT8
- 33. HUB > INSPIRATION tegysecti # Strategy By Lazar Dzamic, Creative Strategist, Google ZOO EMEA http://bit.ly/1V9Zxch
- 35. LINES ARE BLURRING > Lowe’s Fix in Six Vine Animations maybe more additive than tweeting nonsense during the Super Bowl, but are they examples of HERO, HELP or even HUB Content? https://youtu.be/N3bFr97PI6M
- 36. trategysectio King Kong rules: redefining what content is and how shapes the future of advertising # Strategy By Lazar Dzamic, Creative Strategist, Google ZOO EMEA A lot of us, asked about the importance of content, tend to say tha content is King. Not a lot of us, still, continue the sentence with “b context is King Kong”. When I joined Google more than a year ago, I thought I knew a lot about content. Then I sat among my ZOO colleagues – Google’s creative think tank – and realised I couldn't find a simple answer to simple question: what is content, actually? So, not a long-winded exposition on the nature of real-time – that's not specific enough; not ‘everything but ads’ (ads could be content as well). RETHINKING FREQUENCY AND REACH > My Venn Diagram and HHH framework are lenses for thinking through what kind of content is used where and when to reach audiences through the different ways they consume content. http://bit.ly/1rxG616
- 37. .” I keep hearing everyone talk about content, but I’ve never heard anyone define it. Gradually,I began to get the idea that what content actually is wasn’t important at all. Content is seen as just stuff… the unimportant stuff that gets delivered by efficient, exciting new delivery systems. DAVE TROTT Creative Director, Copywriter & Author of Creative Mischief “ BUT WHAT IS CONTENT > http://bit.ly/1ilhHqO
- 38. MORE THAN JUST CONTENT-LIKE STUFF > .” Brands need to understand that connecting with people is a social exercise that is conducted through the messy, murky construct called culture: the stuff we consume, talk about, watch, and interact with. “ . CHRIS McCARTHY Head of Creative Strategy GOOGLE ZOO http://bit.ly/1sVo7CA
- 39. RISE OF STORY-LED MARKETING > CHANGES EVERYTHING .” Brands are going to have to change their processes, the skillsets of the people they hire, the timeframes they work on, the way they allocate and think about budgets, and their definition of creativity. “ . SCOTT DONATON Chief Content Officer DIGITASLBI http://bit.ly/1XYlYBI
- 41. CONTENT (CO-)CREATION ENGAGEMENT DISTRIBUTION MEASUREMENT WHERE TO START > • What kind of branded content is created (or co-created) by ‘Who’ and for ‘Whom’? • How is engagement managed? • How is content distributed? (i.e. ‘Where’ in the converged landscape of earned, owned and paid media, and ‘When’ in the customer decision journey?) • How is the success of the different parts and their sum measured? http://bit.ly/25FX004
- 43. WHERE TO START > Helping you discover what good looks like https://bobcm.editiondigital.com