Content Marketing Strategies Conference: Simon Kelly_keynote

Content Marketing Strategies February 16, 2011

Welcome to the Post Advertising Age

2011 is the year of CONTENT MARKETING.

“2011 TRENDS: CONTENT MARKETING IS CRITICAL”

“Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.

“Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.”

—Geoff RamseyCEO, eMarketer

Lead story in eMarketer1 December 2010

THE FUTURE OF ADVERTISING IS CONTENT

• The future of advertising is here.• Find the story at the heart of the brand.• Integration is the critical strategy and the key

is to integrate all marketing around a core narrative in any media channel.

• Deliver audiences by delivering storiesthey want to read, watch and hear—storiesthey want to part of and share.

• The long-term goal of all advertising is tocreate brand fans who will spread your storiesfor free, driving your media spend down, down,down.

• The purpose of a business is to create customers who create other customers.

Every brand has a story to tell, THOSE WHO TELL IT BEST WIN.

Don’t just take our word for it – thanks Tom. Now it must be true!

2011 is the year of STORY-TELLING.

“STORY IS MORE POWERFUL THAN THE BRAND, THE BEST STORY WINS. I AM—SIMPLY, UNABASHEDLY, OUT LOUD, SCREAMING, AND SHOUTING—SAYING, FOCUS ON THE QUALITY OF YOUR STORYTELLING. TURN THAT COMPLEX IDEA INTO STORYTELLING.

AND IF YOU DON’T BELIEVE ME, TALK TO AN EFFECTIVE TRIAL LAWYER, EVEN IF SHE OR HE WORKS ON COMPLEX COMMERCIAL CASES.”

—Tom PetersManagement Guru

Sept 3, 2010

“Stories are a particularly compelling source of information and…public narratives (e.g., books, movies, news stories, TV programs) have the potential to have a profound and far-reaching influence on what we remember, know and believe. It is not hard to imagine a future where the influence of public narratives is even greater as the world increasingly is connected….” 

GREAT STORIES PERSUADE, AND THEY CHANGE DEEPLY-HELD BELIEFS

IN Narrative Impact: Social and Cognitive Foundations, MARCIA K. JOHNSON, THE CELEBRATED YALE PSYCHOLOGY PROFESSOR, WRITES:

WHY STORIES ARE IMPORTANT

WHY STORIES ARE IMPORTANT

THEY CAN OPEN CONSUMERS’ WALLETS

“…the commercialization of emotions. It will no longer be enough to produce a useful product: A story or legend must be built into it, a story that embodies values beyond utility. This imperative is already occurring with more and more products.”

–Rolf JensenCopenhagen Institute for Futures Studies

1990

GREAT STORIES ARE THE ONLY PATH TO INTEGRATION ACROSS CHANNELS

ATL EDITORIAL SEARCH SOCIAL WEBSITE WORD OF MOUTH

MOBILE UGC

Someone sees/hears/experiences a message...

They check out what other people have to say…

They try out a brand experience on a website…

And tell their friends (and maybe a few strangers) about it…

Use different media to tell different parts of one rich story.Create a deeper experience.

Provide a foundation for ongoing engagement.

BECAUSE GREAT STORIES will SPREAD.

THE FREE-TIME PARADOX

SHIELDING YOURSELFAudiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.

Nobody has 30 seconds for interruption, but everybody has 30 minutes to spread the stuff they like.

REACHING OUT TO OTHERSBut when there’s something they want/like/need, they magically find lots of time to take action, and tell friends/colleagues.

HOW DO BRANDS BECOME PUBLISHERS AND TELL THEIR STORY?

MEDIA & AUDIENCEManaging the conversation

Paid media is a SPENDOwned media is an INVESTMENT

Earned media is an ASSET

PaidMedia

OwnedMedia

EarnedMedia

THE PROBLEMIf you spend all your money on paid media, you will have to spend it again next year

OR…You can build brand assets and recruit brand investors, and keep this year’s money working next year and beyond.

…IT’S ABOUT CREATING A CATALYST

Paid media is most efficiently used to jump-start organic pass-along and long-term asset building.

PaidMedia

OwnedMedia

EarnedMedia

THE GOALDon’t spend a dollar more than you have to.

EARNED MEDIA IS FREE, INFINITE AND VIRAL.

EMPOWER YOUR CUSTOMERS TO CREATE MORE CUSTOMERS at no extra cost to you.

SUCCESS STORIESPutting theory into practice

The Green Giant

DISCOVERY

WORKSHOP

We start with problems, questions and ambitions

The bigger picture

The Green Giant character, as a brand champion, has been underused

How do we make the Green Giant relevant to our younger audience?

Who is the Green Giant?

We capture input, insights and strategy in what we call a Workshop Discovery Report

DISCOVERY WORKSHOP REPORT

GREEN GIANT ARCHETYPE

Let’s start the conversation

LEXUSWe have managed their ownership and loyalty programming globally for 12 years

LEXUS

SUCCESS STORY

JANSSENUsing viral video to raise awareness

Concerta’s objective:ARM DOCTORS WITH A VIDEO TO HELP ADHD-AFFECTED FAMILIES SPREAD UNDERSTANDING.

JANSSEN success story

THE SOLUTION

Story created an award-winning ADHD video for Concerta that quickly (inside six months) became Europe’s most-viewed pharmaceutical video ever.

JANSSEN success story

200%

129,943Industry impact – At the 2010 Pharmaceutical Marketing Society Awards, won

Best Digital Patient Communications

Overdelivery – vs. client expectations

Audience – YouTube views #1– most viewed European

pharma video EVER

Viral success

JANSSEN success story

AUDIENCE MANAGEMENTA Two-Month Case Study

How I Met Your Mother objectiveDEVELOP ONLINE AUDIENCES THAT DRIVE OFFLINE TUNE-IN TO WGN AMERICA.

WGN AMERICA success story

INFLUENCER TARGETING

SUPER FANS create the good stuff

CASUAL FANS spread the news

POTENTIAL FANSkick back and enjoy

We proposed a three stage effort to assemble audiences.

We worked with the show’s biggest fans to develop digital content worth sharing, so everyone’s got skin in the game.

STRATEGY IN A NUTSHELL

Reach out to important Superfan influencers.They’ll help us create, and get it right, and inform their audience.We give them credibility, resources, exclusives, and more.

Create content people want to share.With the help of the influencers, build a social media friendly, channel-agnostic fan experience second to none.

Kickstart audience with hypertargeted media.Present our content to show fans, and make it easy to share with their social networks, to multiply our reach.

Drive to offline viewership on WGN America.Manage and maintain the community, and measure and adapt, to keep all roads leading to fans watching THEIR show on OUR channel.

Developing FACEBOOK & TWITTER IDENTITIES

45,000+ likes

900+ follows

Kicking offSUPERFAN RELATIONSHIPS

IgnitingMEANINGFUL CONVERSATIONS

ANECDOTAL EVIDENCE this is all WORKING

“Some of our best Mother numbers ever—

Sunday reached its highest A18-34 and A18-49 telecasts to date!”

—Lisa Gilbert

75MM.

1500+

60,000+

Total Facebook impressions

Twitter Follows

Facebook Likes

SOCIAL SUCCESS projected to end of program

8MM+

Potential Audience (Likes + follows) x 130 audience avg

42 > 36

10,000+Average Viewer Age

Average Nielsen Audience Lift

WELCOME TO THE POST-ADVERTISING AGE.

END OF STORY

Simon KellyChief Enthusiasm OfficerStory Worldwide

Simon.kelly@storyworldwide.com@kellbagswww.storyworldwide.comwww.postadvertising.com

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