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How Connected Content Will Change Your (Marketing) World
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Deck from the webcast I presented with the American Marketing Association (AMA) and ThisMoment on March 19, 2015.
What is “connected content?”
We are witnessing a shift in the way marketing organizations are creating customer value through their content. If harnessed properly, a single piece of content, connected to relevant publishing, CRM and analytics tools, can have unprecedented impact across the Enterprise.
From 1-to-many brand campaigns to 1-to-1 communications, the most innovative companies today are successfully extending their content strategies beyond traditional brand and social channels and into the heartbeat of communications with customers across all Enterprise channels.
Takeaways:
Insight into recent research on connected content
How technology enables connected content across the organization
How brands can view content holistically, beyond the single post or tweet and use it beyond brand marketing and across the enterprise
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How Connected Content Will Change Your (Marketing) World
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Presentation Transcript
Industry Analyst Altimeter How Connected Content Will Change Your (Marketing) World Dan Kimball Chief Marketing Officer, Thismoment Rebecca Lieb
Thismoment and Connected Content Dan Kimball Chief Marketing Officer, Thismoment
Our Roots to Connected Content more than 10 Brand channels with more than 1BILLION MEDIA VIEWS MILLION Brand channels in more than MODERATED UGC SUBMISSIONS 60 more than 1,000 Live streams with 1 MILLION brand channels simultaneous viewers LANGUAGES
Our Roots to Connected Content FINANCE & INSURANCE RETAIL CONSUMER GOODS AUTOMOTIVE FOOD/BEVERAGE & RESTAURANT MEDIA & ENTERTAINMENT TECHNOLOGY
Welcome to “Connected Content” After 5 Years and Thousands of Launches • We’ve Learned that Content Marketing… • Isn’t just for top-of-funnel marketing • Has value across numerous enterprise channels • Must work on all devices and be contextually relevant • Is powerful when content is real-time and user-driven • Is even more powerful when personalized with data
The future is connected content Rebecca Lieb Industry Analyst Altimeter
Omni-channel Connected Content Contextual Participatory Personal
What is connected content? The imperative for brands to connect paid, owned, or earned media across devices, channels, and other relevant customer touchpoints such as location, time-triggered events, loyalty, or even products.
Omni-Channel Content is the unifying element of how brands manifest across all touchpoints. Content is the atomic particle of all brand interactions, on all channels, platforms, and devices, online or offline
Contextual Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical, behavioral, cultural, social, technological, and beyond.
Personal By wielding contextual cues and data, companies can use connected content to create more personal and personalized experiences, not just through resonant storytelling, but through offering services or utility tailored to individual customers’ needs and circumstances.
Participatory By connecting content across channels, harnessing contextual cues for more personalization and ‘right-time’ relevance, connected content is inherently more interactive and participatory. This two-way model helps drive the very workflow and optimization of connected content.
External benefits Benefit Description Relevance right person, right content, right time, right place, right platform Immediacy near real-time, real-time, predictive Relationship-building relevance, credibility, intuitiveness, loyalty, utility, advocacy
Internal benefits Revenue efficiencies Culture & unification Efficiency Stronger sales & retention Customer intelligence
What are the elements of connected content? • A unified content strategy • The 5 W’s • Customer data • Connected customer journey • Content workflow & convergence • Interactivity & two-way channels • Metrics • Culture of content • Tools & technology integration • Real-time agility
2. The 5 W’s Who What Why When Where HOW to determine context
3. Customer data Connected content must be informed by customer data. This data can be sourced and aggregated from various sources.
MGM Resorts serves up recommendations based on guests’ location, interests Example: MGM Resorts MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.
As digital explodes into the physicalworld, connected content must be platform agnostic.
Example: Mattel’s year-long Barbie campaign is designed to disseminate and repurpose content Having ‘lived’ in Malibu since Barbie began in 1959, Mattel’s “Barbie is Moving” campaign culminated with a disclosure of her new home by Christmas, 2013.
While Mattel will include some ads, the majority of the campaign budget is going to digital channels, including: Facebook, Twitter, Tumblr, YouTube Video Series, Trulia, Trulia’s blog, Instagram, press releases, and more. Mattel creates a content ecosystem, across channels, formats, media, etc.
6. Connected content requires a two-way communications channel
Example: Sony identified a user-submitted troubleshooting post A phone call costs the brand €7; Viewed 42k times in 2 weeks, Sony affixed a value of €294k (€7 x 42k) to a single piece of content, then developed more content to address the pain point.
9. Connected content requires adequate (and integrated) tools & technologies
Example: Home Depot ties dot.com shopping cart to in-store experience
Example: Walgreens responds to in-store Foursquare check-ins with scannable coupon