Понравилась презентация – покажи это...
Слайд 0
Content Re-definedMoving beyond 2015
Mauricio Escobar
eDigital
@eDigitalAus
Слайд 1
AGENDA
Branded content ? user engagement
Scaling Content
Collaboration with content creators
@eDigitalAus
Слайд 2
Support customer aspirations & goals.
Allow for exponential sharing your website cant by itself.
WHY CONTENT
Help convert, retain & develop your most profitable customer.
Allow for “personal” on the go communications.
Show what inspires your brand.
@eDigitalAus
Слайд 3
1. Branded content
? User engagement
@eDigitalAus
Слайд 4
Content
Tsunami
Content doubles every 9-24 months - depending on study
Track Maven Study 2014
78% increase on content while
60% less engagement
Nearly a quarter of posts receive 0 Interatactions
Study:
8k brands
13 million pieces of content
7 billion interactions
@eDigitalAus
Слайд 5
@eDigitalAus
Слайд 6
Low Engagement
Study:
2.5k brands
7 Social networks
3 million pieces of content
7 billion interactions
Forrester Research Study 2014
0.1% ER
Instagram best performer
http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
@eDigitalAus
Слайд 7
@eDigitalAus
Слайд 8
FACEBOOK
43 million fans - 0.006% ER
INSTAGRAM
1.2 million fans 3% ER
@eDigitalAus
Слайд 9
Thousands of ads per day
(NY Times)
CONTENT BLINDNESS
60% cant recall display ads & 80% say they were not relevant (Media Post)
Only 33% trust banner ads (Nielsen)
@eDigitalAus
http://www.mediapost.com/publications/article/196071/banner-blindness-60-cant-remember-the-last-disp.html
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Слайд 10
FRIENDS AND PEER
RECOMMENDATIONS
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
@eDigitalAus
Consumers trust peer-to-peer recommendations. Edelman 2015
92% trust recommendations from peers. Nielsen
81% consumers are influenced by friends social media posts when making purchase decisions – Market Force
Слайд 11
Edelman 2015
Trust Barometer
Aus data
@eDigitalAus
http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf
Study:
33k people
27 countries
Слайд 12
@eDigitalAus
http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf
Слайд 13
WHAT TO DO?
Provide ways to:
Access users generated content
Only top quality
Reach audiences at scale via native platforms
Adnews.com.au/user-generated-content-beats-traditional-advertising
@eDigitalAus
Слайд 14
Best Job in the world
Tourism Qld
R: 34K entries
The art of the trench website
Burberry
R: 50% online sales uplift year on year
@eDigitalAus
Слайд 15
EXAMPLE – INFLUENCERS
The video: https://www.youtube.com/watch?v=TFksGJoNv-g
The campaign: https://www.youtube.com/watch?v=WD-eY_d4ta4
#whatilove
R: over 6k #whatilove submissions across social media.
@eDigitalAus
Слайд 16
2. COLLABORATION WITH
INFLUENCIAL CONTENT CREATORS
@eDigitalAus
Слайд 17
Influencing Content Creators can help a brand:
Re
Influencing Marketing
Create valuable content
Reach more people
The right way - authenticity
Reach the right people – right alignment
@eDigitalAus
Слайд 18
COLLABORATION
Re
Loyalty
Increased Reach
Cost-effective
Authentic
Influencing Marketing
@eDigitalAus
Слайд 19
Fullscreen (Youtube creators)
Niche (Owned by Twitter)
Snapfluence (Seen)
Buzzsumo
Klout
http://www.bloggingwizard.com/influencer-research-tools/
Influencers exchanges!
@eDigitalAus
Слайд 20
Review influencers
http://totems.co/blog/gender-instagram-infographic/
INFLUENCE =
POPULARITY (# of followers) x
BRAND AFFINITY (expertise and credibility) x
VOLUME (amount related content published) x
STRENGTH of relationship with followers and media
@eDigitalAus
Слайд 21
Pop-culture CREATION
Or
Highly engaged niche tribes.
Ultimate benefit
14
@eDigitalAus
Слайд 22
3. SCALING CONTENT
Which content to prioritise?
@eDigitalAus
Слайд 23
Awareness of needs
Brand consideration
Comparison/Research
Preference
Trial
Purchase
Usage/Enjoyment
Evaluation
Recommendation
Co-creation
Education
Disposal
Maintenance/upgrades
Nurture/Reward
Retention &
Development
Brand awareness
Acquisition
@eDigitalAus
Слайд 24
11
ABANDONMENT
https://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats
Shopping abandonment
Live Person – Connecting with Consumers Report. P=5,700
UK, USA, Australia, France, Germany and Italy
@eDigitalAus
Слайд 25
@eDigitalAus
Слайд 26
@eDigitalAus
Слайд 27
Understand Channel Usage
UNDERSTAND THE CHANNEL
@eDigitalAus
Слайд 28
20
http://totems.co/blog/gender-instagram-infographic/
@eDigitalAus
Слайд 29
1. Group related small pieces of content into a “master” piece.
Test different options
@eDigitalAus
Слайд 30
Test different options
2. Serialize big chunks of content.
Volvo Trucks
@eDigitalAus
Слайд 31
3. Recycling Social Media Content on different platforms
Web Galleries:
Instush, Websta, Livefire, Piqora
Test different options
@eDigitalAus
Слайд 32
4. Improve your “evergreen” content
Nad’s
Test different options
@eDigitalAus
Слайд 33
Social Media
Aggregators
Stakla
Livefire
Stylematch.com
@eDigitalAus
Слайд 34
Livefire
@eDigitalAus
Слайд 35
Re
Know what makes customers “tick”
Steps for Successful Content!
Vitality
Opower
@eDigitalAus
Слайд 36
Take a stand, be consistent with the delivery.
BE CONSISTENT
@eDigitalAus
Слайд 37
More branded
Content ?
benefiting less
Learnings 2016
@eDigitalAus
Слайд 38
Right balance
BC + UGC + PGC
@eDigitalAus
Слайд 39
Content scalability is imperative
@eDigitalAus
Слайд 40
Content Predictions 2016
BRANDS Data driven real time view of Content ROI.
CREATORS More helping launch more new brands on niche markets.
PLATFORMS Better and more niche apps helping users read reviews and find exactly what they want.
USERS Anonymity = Publicness Increases on looking for the right review
@eDigitalAus
Слайд 41
THANK YOU
mauricio@edigitalagency.com.au
Twitter: @eDigitalAus