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Converged Media Success: Setting the Stage with Content Strategy

Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012

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Converged Media Success: Setting the Stage with Content Strategy

  1. 1 Converged Media Success: Setting the Stage with Content StrategySpredfast Social SummitOctober 4, 2012Rebecca Lieb @lieblinkIndustry Analyst
  2. Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise© 2012 Altimeter Group
  3. 3 As Consumption Habits Shift, Brands Require Media Ubiquity The average consumer sees c. 3,000 brand impressions a day.© 2012 Altimeter Group
  4. 4 Defining Converged Media Paid Owned Earned  Requires  Owned or  User-generated media buy controlled but content does not surrounding require media brand buy© 2012 Altimeter Group
  5. 5 A Closer Look at Each Media Type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
  6. 6 Defining Converged Media  Two or more channels of paid, earned, and owned media.  Consistent storyline, look, and feel.  All channels work in concert, enabling brands to reach customers throughout the customer journey© 2012 Altimeter Group
  7. 7 Brands that Do Not Integrate Paid, Owned, and Earned Media are at a Disadvantage  Fragmented messaging, inconsistent branding  Redundant efforts, no communication/ collaboration  Departments competing for budget  Low customer engagement/ advocacy  Convergence begins to occur in traditional media© 2012 Altimeter Group
  8. Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Quality Content Determines Converged Media Success© 2012 Altimeter Group
  9. 9 Converged Media Workflow© 2012 Altimeter Group
  10. Build the Content Workflow© 2012 Altimeter Group
  11. Step 1: Conduct a Content Audit to Determine Current Assets, SEO Potential Page/S Page Type of Source Owner/Ap What’s Support Findable Clean, Keyword/ ub- Name Content of prover/Pu It User/Busi & Used? Professional, Metadata/ Section Content blisher About? ness Analytics Logically SEO Goals? Organized? 1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx 1.2 Widget xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Page 1.3 About xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Acme Corp© 2012 Altimeter Group
  12. Step 2: Develop Personas Before After© 2012 Altimeter Group
  13. Step 3: Generate a Keyword List© 2012 Altimeter Group
  14. Step 4: Create an Editorial Calendar • How much content, • How often • Specifically when it will publish. • Content requirements • Responsibilities • Schedule Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png© 2012 Altimeter Group
  15. Content is Like Leftover Turkey© 2012 Altimeter Group
  16. Reuse and Repurpose for Greater Impact Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, Charts and eBook or Infographics Column© 2012 Altimeter Group
  17. Step 5: Draft a Brand Brief© 2012 Altimeter Group
  18. Step 6: Solidify a Style Guide© 2012 Altimeter Group
  19. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/ 19 Assess Organizational Structure and Roles© 2012 Altimeter Group
  20. Culture Shift is Needed Across the Enterprise, Beyond Marketing Department  New training and skill sets will be required.  Content lives in all departments – stories are everywhere.  Enterprise social networking can assist in collecting content and giving employees a voice.© 2012 Altimeter Group
  21. Who Directs Content Initiatives? Leadership IT HR Digital Customer Sales Marketing Support© 2012 Altimeter Group
  22. Chief Content Officer Emerges as Leader  Reports to: CEO/COO/CMO (depending on size)  Summary: Oversee all marketing content initiatives to drive sales, engagement, retention, leads and positive customer behavior.  Responsibilities: Think like a publisher, leading the development of content initiatives to drive business. Source: Joe Pulizzi, The Content Marketing Institute, http://blog.junta42.com/2011/05/chief-content-officer- job-description-sample-example-tempate/. Used with Permission.© 2012 Altimeter Group
  23. Content: Other Supporting Roles • Blogger • Social Media Manager • EVERYONE! Conversation/Community Director Content/Editorial Director • Blogger • Copy Editor and Writer • EVERYONE! Chief Marketing Officer • Outside Consultants • PR Professional • EVERYONE!© 2012 Altimeter Group
  24. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Content Marketing Maturity© 2012 Altimeter Group
  25. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  26. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  27. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  28. Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into revenue. Its hyper- targeted blogging strategy increased customer contacts by 600% within a single quarter.© 2012 Altimeter Group
  29. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  30. Eloqua Expands Content Marketing with Creation of VP Content Marketing Role Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other content— made trackable by requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly attributing $2.5M in revenue to four free guides in 2010. Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.© 2012 Altimeter Group
  31. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  32. Nestlé’s Blackshaw Takes Senior Leadership on Inspirational ―Field Trip‖ to Silicon Valley© 2012 Altimeter Group
  33. Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  34. Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy© 2012 Altimeter Group
  35. Deploy Content as Part of Converged Media Strategy© 2012 Altimeter Group
  36. 36 Altimeter identifies 11 criteria to successful converged media deployment© 2012 Altimeter Group
  37. 37 Organization: Ability to Achieve Earned at Scale Build and nurture earned media with: • Content strategy, consistent brand messaging • Listening and measurement tools • Publishing tools • Inter-agency/ vendor communication • A fundamentally agile approach • An ongoing effort© 2012 Altimeter Group
  38. 38 Organization: Align Teams & Departments Break down cultural silos: • Ownership/ governance • Communication • Collaboration/ creative design • Campaign goals • Budget© 2012 Altimeter Group
  39. 39 Organization: Align Agencies & Vendors Brands must play moderator between vendors and facilitate: • Communication • Collaboration/ creative design • Campaign goals, KPIs • Performance incentives© 2012 Altimeter Group
  40. 40 Production: Aligned Content / Creative Across Channels Design, voice, message, branding, and other creative must be consistent: • Agreement/ alignment across stakeholders from day one • Across all channels and touch-points • Singular brand message, no matter the media • Natural extension of organizational and partner alignment© 2012 Altimeter Group
  41. 41 Production: Real-time Capabilities Brands must enable: • Proper labor resources • Proper tools • Stakeholder buy-in • Communication channels between stakeholders • Content marketing strategy • Empowerment to act, particularly in Earned media© 2012 Altimeter Group
  42. Real-time marketing turbo-charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/© 2012 Altimeter Group
  43. 43 Production: Channel Flexible Brands must extend presence across: • Multiple channels, platforms • Multiple touch-points • Not JUST mainstream channels, instead following their customers • Demographic-specific hang-outs© 2012 Altimeter Group
  44. 44 Production: Influencer Relations Brands cannot ignore influencers - they can amplify messages across all media: • Touting or shaming product/ service in unprompted Earned setting • Acting as the voice of a Paid campaign • Offering guidance or advice on Owned platforms • Influencers are key to helping build Earned at scale© 2012 Altimeter Group
  45. 45 Content and Converged Media Success© 2012 Altimeter Group
  46. 46 Earned Informs Creative for Paid and Owned  More and more brands use earned to inform paid and owned investment • Reveals demographic trends • Highlights what audience is talking/cares about • Showcases optimal channels for investment© 2012 Altimeter Group
  47. 47 Intel Among the First to Reorganize… Merges Social Media Team with Global Media Team ―Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of ―paid‖ or transactional media dissolves.‖© 2012 Altimeter Group
  48. 48 Intel Achieves Converged Media Harmony 45,794 social actions© 2012 Altimeter Group
  49. 49 Intel’s iQ Social Publishing an Industry First for Integrated Media Curation The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.© 2012 Altimeter Group
  50. 50 SAP Integrates Paid and Owned Media Types to Strategically Push SMB Offering© 2012 Altimeter Group
  51. 51 SAP Monitors and Compares All Content Performance Across Channels and Optimizes Facebook Top 10 Assets StumbleUpon Campaign Performance (clicks) 6.000% 0.000% 11% 5.000% -0.500% 3% 27% 4.000% 4% -1.000% 4% 3.000% -1.500% 5% 2.000% 1.000% -2.000% 6% 14% 0.000% -2.500% 7% 9% 10% Share Ratio Net Adopter Smarter SME Software (Precise) (Owned) (Branded) Hot Salsa, Hot Sales (Precise) (Owned) (Unbranded) Improve Your Cash Flow (Precise) (Earned) (Branded) Small Business Success (Precise) (Owned) (Unbranded) Cross-channel monitoring reveals which ads Drive Business Growth! (Precise) (Owned) (Unbranded) Run Your SMB Better (Precise) (Owned) (Branded) perform well with whom and where. Leveraging Whats Right For You? (Precise) (SAP) (Owned) this data across platforms, SAP has seen more Drive Business Growth! (Precise) (Case) (Owned) (Branded) Need to Boost Cash Flow? (Precise) (Earned) (Branded) than 55 million impressions since late last SMB iPhone Apps (Precise) (Owned) (Unbranded) year when the campaign launched. Other© 2012 Altimeter Group
  52. 52 Marketo Shows B2B Can Drive Earned and Still be Effective on their Owned Facebook Marketo advertises with Facebook ads keeping it fun, interactive, and in line with the rock and roll-themed brand message. Customers interact with the brand directly on Facebook where they can expect an immediate response.© 2012 Altimeter Group
  53. 53 National Car Rental Listens to Each Campaign to Instruct the Next National invests in more campaigns tapping Learning: fans will share qualitative into both storytelling the competitive drive of information about their travel habits in fans; sees 30% growth in Facebook exchange for travel perks. Rapid entries in fanbase, thousands of new FB and Twitter short timeframe reveal unforeseen followers, both below-target cost-per fan/ per competitiveness of fans… engagement metrics, millions of impressions via earned PR placement.© 2012 Altimeter Group
  54. 54 The New York Giants Bring Social Events to Owned Venues, Generating Earned Buzz NYG were the first pro sports team to integrate live tweets into offline events (stadium, TV) and online (poll, Q&A, e- commerce tie-in). Tying in social content and voting with real-time events generated an increase in e-commerce sales, a 127% increase in Twitter followers, and huge brand amplification and awareness for related campaigns.© 2012 Altimeter Group
  55. 55 Summary  Converged media is a growing reality  Paid, owned, earned integration makes marketing more effective  Processes and best practices are emerging  Redefining roles, hierarchies and organization is essential  Convergence is primarily digital now, but is bleeding into offline marketing channels© 2012 Altimeter Group
  56. THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group