Content Re-defined Moving beyond 2015 Mauricio Escobar eDigital

If you like this presentation – show it...

Slide 0

Content Re-defined Moving beyond 2015 Mauricio Escobar eDigital @eDigitalAus

Slide 1

AGENDA Branded content ? user engagement Scaling Content Collaboration with content creators @eDigitalAus

Slide 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

Slide 3

1. Branded content ? User engagement @eDigitalAus

Slide 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

Slide 5


Slide 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

Slide 7


Slide 8

FACEBOOK 43 million fans - 0.006% ER INSTAGRAM 1.2 million fans 3% ER @eDigitalAus

Slide 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

Slide 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

Slide 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

Slide 12

@eDigitalAus http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf

Slide 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

Slide 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

Slide 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

Slide 16


Slide 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

Slide 18

COLLABORATION Re Loyalty Increased Reach Cost-effective Authentic Influencing Marketing @eDigitalAus

Slide 19

Fullscreen (Youtube creators) Niche (Owned by Twitter) Snapfluence (Seen) Buzzsumo Klout http://www.bloggingwizard.com/influencer-research-tools/ Influencers exchanges! @eDigitalAus

Slide 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

Slide 21

Pop-culture CREATION Or Highly engaged niche tribes. Ultimate benefit 14 @eDigitalAus

Slide 22

3. SCALING CONTENT Which content to prioritise? @eDigitalAus

Slide 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

Slide 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

Slide 25


Slide 26


Slide 27

Understand Channel Usage UNDERSTAND THE CHANNEL @eDigitalAus

Slide 28

20 http://totems.co/blog/gender-instagram-infographic/ @eDigitalAus

Slide 29

1. Group related small pieces of content into a “master” piece. Test different options @eDigitalAus

Slide 30

Test different options 2. Serialize big chunks of content. Volvo Trucks @eDigitalAus

Slide 31

3. Recycling Social Media Content on different platforms Web Galleries: Instush, Websta, Livefire, Piqora Test different options @eDigitalAus

Slide 32

4. Improve your “evergreen” content Nad’s Test different options @eDigitalAus

Slide 33

Social Media Aggregators Stakla Livefire Stylematch.com @eDigitalAus

Slide 34

Livefire @eDigitalAus

Slide 35

Re Know what makes customers “tick” Steps for Successful Content! Vitality Opower @eDigitalAus

Slide 36

Take a stand, be consistent with the delivery. BE CONSISTENT @eDigitalAus

Slide 37

More branded Content ? benefiting less Learnings 2016 @eDigitalAus

Slide 38

Right balance BC + UGC + PGC @eDigitalAus

Slide 39

Content scalability is imperative @eDigitalAus

Slide 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

Slide 41

THANK YOU mauricio@edigitalagency.com.au Twitter: @eDigitalAus