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Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
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INTRODUCING WEBER SHANDWICK TO KELLOGG | SEPTEMBER 21, 2011 | PAGE 1INTRODUCING WEBER SHANDWICK TO CANON | DECEMBER 6,, 2011 | PAGE 1
marketingcontent
this is not a presentation – it is a discussion
“Content marketing, an idea that's been kicking around since companies started firing up Movable Type blogs, is in the full
flush of its industrial revolution.”Matt Creamer, Ad Age Digital
February 28, 2012
Every individual on the planet has the power to create and share stories at a level previously reserved for major media outlets…
24 hours of video uploaded
to YouTube each minute
800 million+
active Facebook users
(over 300 million via mobile)
All of the content created in the history of the world up until 2003 is now
replicated every 48 hours -
200 million tweets delivered daily
Content Fusion provides direction for an organization to become its own media outlet that owns its message with a consistency designed to drive stakeholder loyalty and business results
Content Fusion is not a product – it’s a new way of approaching brand
storytelling
think about it this way
storieseveryorganizationcan use its assetsto forge
newstoolsknowledgeleadershipresourceshistorypeople
formatsevery story can be told in multiple
text photo image video audio
desti-nations
every vehiclehas multiple
websitemicrositeblogEmployeesDM
advocateseventsappsfacebooklinkedIN
scribdinternal policyflickrtwitternewspaper
youtubeustreamOOHnewswireretail
tvradiomagazineintranetforums
sations every destination creates multiple
conver-
assetslistening to theseconversations generates more
(and so the story goes)
history people
news tools
leadership knowledge
resources conversations
STORY
whitepaper
slideshow
faq
fb post
blog post
comments
paid media
tweet
news release
image
video
podcast
infographic
history people
news tools
leadership knowledge
resources conversations
content vehicle
STORY
whitepaper
slideshow
faq
fb post
blog post
comments
paid media
tweet
news release
image
video
podcast
infographic
history people
news tools
leadership knowledge
resources conversations
tv
radioforum
s
newspaperm
agazinenewswire
flick
r
slid
esha
re
face
book
linke
din
scribd
vimeo
web media
website
foursquare
youtubeustream
events
advocates
blog
employ
ees
subs
crib
er
app
content vehicle brand ground common ground user ground
STORY
whitepaper
slideshow
faq
fb post
blog post
comments
paid media
tweet
news release
image
video
podcast
infographic
history people
news tools
leadership knowledge
resources conversations
tv
radioforum
s
newspaperm
agazinenewswire
flick
r
slid
esha
re
face
book
linke
din
scribd
vimeo
web media
website
foursquare
youtubeustream
events
advocates
blog
employ
ees
subs
crib
er
app
content vehicle brand ground common ground user ground conversations
STORY
ecosystemevery business lives within a wholly unique
storytelling
this ecosystem exists, whether you choose to
harness it or not
but what does that mean for a brand?
reputation
63% of company’s market value is attributed to reputation and The Economist Intelligence Unit rates Reputation Risk as the highest risk factor to a business – greater than regulatory risk or crime
41% of Global executives regard confidential or leaked information appearing online as a top risk to their company’s reputation.
In the global media, the words “media” and “leak” appeared together in 6,449 stories in 2008, a 118% increase from 1998
implication:a socially connected
world accelerates reputation damage from CEOs down to employees – but can also be used to
protect against it
today
relationships
people want their relationships with organizations to mirror their personal relationships – personal, accessible, empathetic and responsible
In his book “GROW” Jim Stengel studied high growth companies over 10 years, noting their differentiating factors as being able to connect with consumers to elicit joy, Inspire exploration, evoke pride, impact society and enable connection
According to Time Magazine, 40% of consumers in 2009 said they purchased a product in 2009 because they appreciated the values of the company from which they purchased it
implication:Consumers, stakeholders and employees want to associate themselves
with brands that demonstrate human
qualities, leading to trust and loyalty
today
recruitment & retention
companies struggle to fill a talent gap and build loyalty with an emerging workforce who have grown up digital
Booz + Co. reports that Americansin 2011 have developed a different set of expectations from companies: desire for “kindness and empathy” went up 391 percent since 2006, “friendly,” 148% and “socially responsible,” 63 percent.
The Rockefeller Foundation reports that 88% of customers leave a company because they feel you don’t care about them, only 14% because they’re dissatisfied with service.
implications:with a workforce that has increasingly been
“raised social” it is critical companies
embrace a new kind of worker or risk being
unable to retain them
today
Brand
recognition
brandequity
studies argue that consumers are subject to between 500 and 3,000 media messages on a daily basis
The combination of brand, earned and paid media resulted in a 61% lift in brand awareness according to a June 2011 Financial Post article
Executives are finding that the winning differentiator is no longer product or price, but the level of customer engagement relative to the competition.
implication:breaking through in a
fragmented and cluttered media environment
requires a strategy that shares a consistent
message across multiple touchpoints
today
drive salesSEO
consumers have more access to information than ever before and use it to make smarter decisions with their money
Gallup reports that organizations with optimized engagement have outperformed competitors by 26% in gross margin and 85% in sales growth
According to Google, 84% of consumers research a brand or product online before they reach a purchasing decision
implication:today’s consumer is
highly invested in the process of researching
their purchasing decisions and access to information and content through search play a
major role in this shift
today
Content Marketing, when leveraged effectively, is a powerful tool that empowers brands to: Proactively build reputation against attack Build deep and meaningful relationships with
customers and stakeholders Impact recruitment and
retention efforts and overall brand perception
Drive brand equity Contribute to SEO – a critical
element for visibility with consumers and stakeholders
recap
any more questions?
Andrew LaneVP, Content + PlatformsWeber Shandwick [email protected]@LaneAndrew
http://slideshare.net/LaneAndrew
http://webershandwickdigital.com@WeberShandwick@WSCanada
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