Brainfood: Mashable Media Summit 2010.

Bringing back our digital learnings from New York.

Fallon Brainfood: Trends, ideas, opportunities, and

thought leadership for our brands.

Brainfood is: Agency food for thought.

Past Brainfood topics:

Virtuality // Design for All // China Rising // The Social 10 // Mobile 10 // Being Digital // and more

Upcoming Brainfood topics:

The Social 10 Redux // TV 2.0 // The Agency Start-Up // UX and You // and more

Previous Brainfoods: Go to http://www.slideshare.net/group/we-are-fallon

A series of short, lively, engaging,

approachable presentations and discussions.

What to expect…insights you can use.

Presenters.

Aki Spicer

Director of Digital Strategy

Chris Campbell

Account Manager

Julianna Simon

Planner

Erin Simle

Integrated Producer

Marty Wetherall

Director of Innovation

Agenda.

• What is Content?

• The Commoditization of Content

• Providing Value Through Content Curation

• Leveraging the Experts

• Starbucks and The Value of Content

• How Content is Relevant to Fallon

A presentation about content.

But what is content?

And why do you give a damn?

Content is typically thought of broadly

as “published information.”

We tend to think of content as just the

executional substance of our ad communications.

Our brands are empty vessels until we put some

value and emotional associations in them.

Products Ideas

Features Tagline

Ad Messages

Brand Actions

We’ve always been in the content business—

building associations that lend our brands meaning.

Functional Emotional

Products Ideas

Features Tagline

Ad Messages

Brand Actions

Creation and management of content becomes the

challenge of the day.

Functional Emotional

Products Ideas

Features Tagline

Ad Messages

Brand Actions

And now, content is being generated about our

brands from all manner of outlets, including people.

Functional Emotional

Products Ideas

Features Tagline

Ad Messages

Brand Actions

Content is all

the stuff

that engages people with

our brands.

“Creative agencies should get nervous. We're acquiring a lot of (good quality) content and

ideas beyond our agencies (from publishers, PR agencies, hybrid models, UGC). We're

increasingly cutting out the middle man.” Stephen Strong

Global Director of Interactive

Alberto-Culver

Our clients are demanding we create

and choreograph content for/with our

brands and customers to create value

and emotional associations.

What was Mashable Media Summit 2010?

Joint one-day conference by Mashable and CNN about creating and choreographing

engaging content in the modern age.

Focus: Impact of social media on the news

industry, big brands, and advertising.

Thought leaders in fields like branding, music, online video, sports, location, hospitality, and

comedy.

The Commoditization of Content.

The Content Is Coming. The Content Is Coming!

• Every minute 13 hours of video are uploaded to YouTube.

• Wikipedia has more than 13 million articles in more than 260

languages.

• In a 24-hour time frame, 900,000 new blogs are created.

• Flickr has more than four billion user submitted photos.

• Amazon now sells more digital than hardcopy books.

So, why has content become devalued?

It’s easy. Everyone is creating and posting from desktops and mobile.

It’s cheap or free. Ad-supported pages. If it costs money, you’ll try harder.

It’s always on.

The Democratization of Authority:

Even Guinness has competitors.

“Ranking high on Google, I think,

matters to everyone.”

KC Estenson

CNN.com

SVP, General Manager

Providing Value Through Content Curation.

What is Content Curation?

Differentiating your content from the masses.

Providing a branded approach.

Curating content isn't new.

Regular People Do It. Hashtags Reviews and Rankings

We Do It. Hotdish, Bytes

Experts Do It. Influencers, Passion-Based Resources

“Having a slant and an opinion is a business decision. Then it can't be commoditized and

reproduced for everyone.” Pete Cashmore

Founder/Publisher

Mashable.com

Mashable.com

News source for all things Web.

Social media and digital experts.

Not just reporting the news, but having a point of view.

“You know, you're not just the guy who reads the scores. You got a brand.”

Len Berman

Sportscaster

thatssports.com

@lenbermansports

Len Berman’s Top 5.

Famous sportscaster.

Provides a quick Top 5 on the world of sports.

“How to sound like you know something about sports.”

Perez Hilton—another example.

Same content as People, Star, etc.

Unique, branded spin that makes

it stand apart.

Curation is important.

It's important to be able to identify a voice when you're getting your news from a crowd.

Social gives you speed and reach, but there's no accuracy police.

Curation can help your brand.

• Declare yourself and have a point of view.

• Position your brand as a resource for relevant information.

• Leverage the contextual trust to communicate your message.

• Show value in being relevant.

• Use content to create a social experience.

Leverage the Experts.

CollegeHumor partners with Pepsi for SoBe Studios.

Ricky Van Veen

Co-founder and Editor in Chief, CollegeHumor

+ =

Ricky Van Veen’s 10 Myths of Branded Content:

1. People will watch 6. Experience leads Documentation

2. People will be patient 7. Build our own community/tools

3. People will find me 8. Keep things professional

4. Web = level playing field 9. Traditional is irrelevant on the Web

5. Viral = mystery 10. People will create good content

Motorola hooked on Google Android.

Motorola Droid

Motorola

Cliq

with

MOTOBLUR

Pepsi goes both ways.

Actor Edward Norton created CrowdRise

so you don’t have to.

Starbucks and The Value of Content.

Starbucks fans are vocal and prolific.

So, Starbucks found a way to listen and establish

a personal voice.

At first,

“It started internally, and then we took it public."

“We took an issue that we're working

very hard on and rewarded the

customers for something we know

they're already interested in."

In-Store

Digital

TV

• Partner buy-in

• Media that enabled sharing.

• Smallest spend

• Provided credibility

Eventually, fans demanded more.

They wanted something special.

23 Digital deployments,

no traditional advertising.

ROI:

• More than 1MM store visits in 4 hours

• 750K RSVPs on Facebook

• Most visits in Starbucks.com history

• Email had more opens than total sends

• #1 on Twitter

• Top 100 Google search

Now, consumer content gives insight.

Inspiring a creative focus on taste beyond words.

Content is all

the stuff

that engages people with

our brands.

Deal with it. From ad makers to Content Creators

(and Curators)

Not Ads Extended Your ad craft and extensions of your ad

narratives don’t engage anymore.

Everybody Participates Your content now competes with everybody’s

—if you can’t beat ‘em, join ‘em.

Content Strategy Own it; shape it; don’t leave it to chance.

Common Craft Rules Traditional notion of quality now trumped

by relevance, speed, and influence.

Listen Up/Listen Out

Get inspired and glean insights from the

user’s content.

Hone Your Voice

Have a distinct point of view to stand out and be “ownable.”

Content Calendar

Generate ideas beyond the traditional promotional cycles.

Real Time Content at the speed of social newsfeed.

Join In

Try stuff; experiment cheaply.

Discussion.

World Record.