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Creating Content for Millennials: Why It Matters + Strategies for Success

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Creating Content for Millennials: Why It Matters + Strategies for Success Thanks for joining! We’ll get started in just a few minutes. #thinkcontent | @newscred +


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Creating Content for Millennials: Why It Matters + Strategies for Success #thinkcontent | @newscred + Marcus Stoll Head of Marketing EMEA NewsCred @stollyolly Joe Puglisi Director of Creative Strategy BuzzFeed @joefi


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Millennial is the word on every brand’s mind.


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Full disclosure: This webinar is being hosted by two millennials.


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Full disclosure: This webinar is being hosted by two millennials. The sad truth: we aren’t impressed.


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AGENDA What is a millennial, and why do they matter? Current state of marketing to millennials. The BuzzFeed formula for effective content. What makes good content, and things to consider when creating it. Q&A


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What is a millennial, and why do they matter? Current state of marketing to millennials. What makes good content, and what should you think about when creating it? The BuzzFeed formula.


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There’s been a fundamental shift in the way we create, consume, and share content. Every single day… 4.75 billion pieces of content are shared 1.8 billion photos are uploaded and shared 500 million Tweets are posted 700 million Snapchats are sent #thinkcontent


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Licensed Content Custom Content Social Content Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred 1982 MILLENNIALS | GENERATION Y


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Licensed Content Custom Content Social Content MILLENNIALS | GENERATION Y Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred 1982 Early 2000s


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Licensed Content Custom Content Social Content Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred BUT WHAT DOES ‘MILLENNIAL’ MEAN FOR MARKETERS?


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred


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Licensed Content Custom Content Social Content INFLUENTIAL MILLENNIALS #thinkcontent | @newscred


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Licensed Content Custom Content Social Content MILLENNIALS MATTER Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. #thinkcontent | @newscred 82 million Content consumers* 85%+ Smartphone users** $1.4 trillion Spending by 2020* 83% Connect w/ a brand on social media*** *eMarketer 2014 millennial roundup **Nielsen ***SDL


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Our Goals and Approach What makes good content, and what should you think about when creating it? The BuzzFeed formula. Current state of marketing to millennials. What is a millennial, and why do they matter?


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#thinkcontent | @newscred WE SUCK AT TALKING TO THEM 6% Influenced by online advertising 45% Don’t find content compelling enough to share* 32% Find brand communications helpful *2014 Yahoo Study: Content Marketing: Best Practices Among Millennials


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#thinkcontent | @newscred Why isn’t your content winning the hearts of millennials everywhere?


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods


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#thinkcontent | @newscred WHY YOUR CONTENT MARKETING IS NOT WORKING Your demographics are too broad You aren’t being useful or helpful Your content is boring and stupid You haven’t changed your delivery methods Your content doesn’t evoke emotion


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NewsCred Millennial Survey 2014


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#thinkcontent | @newscred IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH


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#thinkcontent | @newscred IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH


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#thinkcontent | @newscred IT’S ABOUT TIME THAT WE CHANGE UP OUR APPROACH


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3 BRANDS THAT ARE DOING IT RIGHT


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Targeted, shareable content for exclusive programming Interactive Twitter event Custom Twitter hashtag for popular character Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014


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Targeted, shareable content for exclusive programming Interactive Twitter event Custom Twitter hashtag for popular character Developed and launched mobile app filled with shareable content Netflix: Reaching millennials where they live *NY Daily News, 2014 *Mashable, 2014 98,407 Social mentions, 98% positive* 50M+ Overall subscriptions, w/ CEO + CFO attribute to #OITNB* THE RESULTS


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Verizon: Maintaining cultural relevance Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc 37% of millennials receptive to cause marketing (Rosetta Marketing) Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs.


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Verizon: Maintaining cultural relevance Gen Y cares: sustainability, LGBT equality, animal rescue, helping the poor, etc 37% of millennials receptive to cause marketing (Rosetta Marketing) Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs. 1.3M+ Video views in first few weeks Slate, HuffPo, AdWeek Commended the ad, calling it “thought-provoking,” “important,” and “a blast of refreshing cool air.” THE RESULTS


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VICE: Creating the content of the future “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. The liberation of information. Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed.


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VICE: Creating the content of the future “Millennials lost trust in politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer. The liberation of information. Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed. 61% Of website viewers are millennial traffic* 6+ million YouTube subscribers, publishing up to one new video daily THE RESULTS *comScore


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15% 31% 30% 16% 2% When asked how much millennials read communications from brands: Always Most of the time Sometimes Rarely Never NewsCred Millennial Survey 2014


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NewsCred Millennial Survey 2014


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Licensed Content Custom Content Social Content Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Custom Content Share on-brand stories and recipes which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. #thinkcontent | @newscred UTILIZE THE RIGHT MIX OF CONTENT, AND SCALE IT


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Current state of marketing to millennials. What makes good content, and what should you think about when creating it? Building our Newsroom and Distribution The BuzzFeed formula. What is a millennial, and why do they matter?


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Current state of marketing to millennials. The Results of our Efforts The BuzzFeed formula. What is a millennial, and why do they matter? What makes good content, and what should you think about when creating it?


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BuzzFeed


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The Evolution of BuzzFeed


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Experminentation is in BuzzFeed’s DNA Experimentation in in BuzzFeed’s DNA


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BuzzFeed’s Journet to Date


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BuzzFeed’s Journey to Date


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What Began as an Experiment in 2006


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Became BuzzFeed Today


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200M - 1B – 54%


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BuzzFeed is at the intersection of content and technology


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BuzzFeed.com Monthly Views


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BuzzFeed Mobile App Active Users


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BuzzFeed Video Views


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Things to Consider When Creating Content


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Testing and Learning is Key


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Create


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Distribute


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Impact


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Data


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Technology


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Talent


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Create – Distribute - Impact


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Millennials live in the feed, so meet them there.


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Referrals to BuzzFeed


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Impressions in the Stream


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Ho can we have a big impact


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Push content to the stream, not just links


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BuzzFeed Classic


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BuzzFeed Today


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So What Makes Good Content?


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