Converged Media Success: Setting the Stage with Content Strategy

1 Converged Media Success: Setting the Stage with Content StrategySpredfast Social SummitOctober 4, 2012Rebecca Lieb @lieblinkIndustry Analyst

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 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

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

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

Content is Like Leftover Turkey© 2012 Altimeter Group

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

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

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

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

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

Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group

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

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

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

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 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 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

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 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 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

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 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

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

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 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 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 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 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

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