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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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spredfast social summit october 4 2012
Spredfast Social Summit

October 4, 2012

Rebecca Lieb

Industry Analyst


Converged Media Success:

Setting the Stage with Content Strategy

image by mark garbowski used with attribution

Image by Mark Garbowskiused 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

as c onsumption h abits s hift brands r equire
As Consumption Habits Shift, Brands Require Media Ubiquity

The average consumer sees c. 3,000 brand impressions a day.

defining converged media
Defining Converged Media
  • Requires media buy
  • Owned or controlled but does not require media buy
  • User-generated content surrounding brand
a closer look at each media type
A Closer Look at Each Media Type

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

defining converged media 1
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

brands t hat do not integrate paid owned
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

image by icebirdy used with attribution

Image by icebirdyused with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850

Quality Content Determines

Converged Media Success

© 2012 Altimeter Group

build the content workflow

Build the Content Workflow

© 2012 Altimeter Group

step 4 create an editorial calendar
Step 4: Create an Editorial Calendar

Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png

  • How much content,
  • How often
  • Specifically when it will publish.
  • Content requirements
  • Responsibilities
  • Schedule
content is like leftover turkey

Content is Like Leftover Turkey

© 2012 Altimeter Group

image by randomcuriousity used with attribution

Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/

Assess Organizational Structure and Roles

culture shift is needed across the enterprise
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.
chief content officer emerges as leader
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: JoePulizzi, The Content Marketing Institute,http://blog.junta42.com/2011/05/chief-content-officer-job-description-sample-example-tempate/. Used with Permission.

image by zetson used with attribution as directed

Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875

Content Marketing Maturity

© 2012 Altimeter Group

indium corp creates e ngaging b log c ontent
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.

eloqua expands content m arketing with creation
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.

nestl s blackshaw takes s enior l eadership
Nestlé’s BlackshawTakes Senior Leadership on Inspirational “Field Trip” to Silicon Valley
organization ability to achieve earned at scale
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

© 2012 Altimeter Group

organization align teams departments
Organization: Align Teams & Departments

Break down cultural silos:

  • Ownership/ governance
  • Communication
  • Collaboration/ creative design
  • Campaign goals
  • Budget

© 2012 Altimeter Group

© 2012 Altimeter Group

organization align agencies vendors
Organization: Align Agencies & Vendors

Brands must play moderator between vendors and facilitate:

  • Communication
  • Collaboration/ creative design
  • Campaign goals, KPIs
  • Performance incentives

© 2012 Altimeter Group

© 2012 Altimeter Group

production aligned content creative across
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
production real time capabilities
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
real time marketing turbo charges other efforts

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/

production channel flexible
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
production influencer relations
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
earned informs c reative for paid and owned
EarnedInforms 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

intel among the first to reorganize merges social
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.”

intel s iq social publishing an industry f irst
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.

sap integrates paid and owned media types
SAP Integrates Paid and Owned Media Types to Strategically Push SMB Offering

© 2012 Altimeter Group

sap monitors and compares all content performance
SAP Monitors and Compares All Content Performance Across Channels and Optimizes

Facebook Top 10 Assets (clicks)

StumbleUpon Campaign Performance

Cross-channel monitoring reveals which ads perform well with whom and where. Leveraging this data across platforms, SAP has seen more than 55 million impressionssince late last year when the campaign launched.

marketo shows b2b can d rive earned and still
Marketo Shows B2B Can Drive Earned and

Still be Effective on their Owned Facebook

Marketo advertises with Facebook adskeeping 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.

national car rental listens to each c ampaign
National Car Rental Listens to Each Campaign to Instruct the Next

National invests in more campaigns tapping into both storytelling the competitive drive of fans; sees 30% growth in Facebook fanbase, thousands of new FB and Twitter followers, both below-target cost-per fan/ per engagement metrics, millions of impressions via earned PR placement.

Learning: fans will share qualitative information about their travel habits in exchange for travel perks. Rapid entries in short timeframe reveal unforeseen competitiveness of fans…

the new york giants bring s ocial e vents
The New York Giants Bring Social Events to OwnedVenues, Generating EarnedBuzz

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.


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

thank you


Rebecca Lieb



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.