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Content Chaos: Navigating the Path to Engagement

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Wifi Network: Gansevoort Park Password: thecontentcouncil


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WELCOME Andy Seibert, Chairman, The Content Council


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CONTENT AS AUTHENTIC STORYTELLING


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CONTENT AS AUTHENTIC STORYTELLING Liz Kaplow President and CEO, Kaplow @LizKaplow Dyllan McGee Founder, MAKERS @DyllanMcGee


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THE AGE OF THE INTERNET STAR


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THE AGE OF THE INTERNET STAR Kevin McGurn @kjmcgurn Kimberly Coleman @Mominthecity Shanna Malcolm @ShannaMalcolm Amber Lee @ALittleCriminal Karen Robinovitz @KarenRobinovitz


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ELLE Canada #SHOPYOURMOOD Jacqueline Loch, VP & Group Publisher, TC Media


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performing in the new age of media consumption…


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consumer expectation is what they want, when + how they want to consume it…


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advertiser expectation is engagement and maximum ROI


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over 50% of our digital content is consumed via mobile platform: smartphone or tablet


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over 40% of our digital content is accessed via a social media platform


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so where does a traditional print magazine fit in?


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publishing is a verb not a media platform


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how about starting with what we do best…


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with  great  editorial  content  integra/ons…   …branded  content  on  steroids  


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Canada’s first ever… shoppable videos


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MAGAZINE   EDITORIAL   VIDEO   SOCIAL   MEDIA   DIGITAL   CONTEST   YOU  TUBE   EVENTS   ECOMMERCE   PR  


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total audience engagement story across all platforms + all media: earned, owned + paid


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customer experience customer education magazine as a storefront branded content smart + authoritative alignment of two brands new-ness, buzz + cool factor


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RESULTS: Over-performed on all KPIs: •  Video views: over 75K •  Time spent: 72% watching entire video •  Average time spent on the channel: 1:18 mins •  Social media: #SHOPYOURMOOD hashtag generated over 2.8 million media impressions •  30K e-push notices sent; open rate 77.6% and the CTR of 11.93% •  Earned media/PR •  Contest entry •  ROI


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THE CONTENT COUNCIL RESEARCH UNVEILED


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THE CONTENT COUNCIL RESEARCH Georgia Galanoudis @Imprint_Georgia Linda Descano @LindaDescano David Brown @MXMTweets Alexa Christon @achriston Michael Sebastian @msebastian


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RESEARCH METHODOLOGY Online survey conducted by Advertising Age with Advantage Business Research. •  Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation. Survey dates: December 5, 2014 to December 12, 2014. Findings based on 448 total qualified respondents who completed the full survey. •  Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.


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PROFILE OF RESPONDENTS 48% AGENCIES 47% Head of Business, C-Level, SVP, VP, GM, Managing Director 35% MARKETERS 33% Marketing/Advertising Directors & Managers 17% MEDIA 20% Content/Creative Directors, Account/Media Supervisors & Managers


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SURVEY SAMPLE: COMPANY SIZE Estimated Revenue Less than $5 million 20% 37% 14% $5 million to less than $50 million Number of Employees 11% 40% 21% 29% Average: $218,273,684 50-499 500-4,999 $50 million to less than $500 million $500 million or More Less than 50 5,000+ 28% Average: 1,328 employees


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GEOGRAPHIC REGION 19.4% WEST 35.0% NORTHEAST 23.0% MIDWEST 22.5% SOUTH


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MARKETS THEY SERVE


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HOW TO DEFINE CONTENT MARKETING “Content marketing is the discipline of creating content, on behalf of a brand, designed with the specific strategy of influencing consumer behavior in order to drive quantifiable profitable results.”


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COMMITMENT TO CONTENT MARKETING T O T A L RESPONDENTS “Very/extremely strong” 8–10 Ratings 40% 18% 76% 76% Commitment will be two years from now Commitment currently Commitment was two years ago


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BUDGETS FOR CONTENT MARKETING ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE DOLLARS 33.1% 23.3% 12.6% $9.4M TWO YEARS AGO CURRENTLY $12.1M $18.4M ESTIMATED TWO YEARS FROM NOW


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EFFECTS OF NEW DIGITAL MEASUREMENTS AREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS MEASUREMENT/ANALYTICS 66% STRATEGY 60% CONTENT DEVELOPMENT/ PRODUCTION TECHNOLOGY (CMS) DISTRIBUTION 54% 51% 40%


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BELIEVE THAT CONTENT MARKETING IS TRULY MEASURABLE YES 58% NO 42%


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METHODS USED TO MEASURE CONTENT MARKETING ROI Website traffic 80.4% Engagement (time on site, shares, 74.6% Sales 63.8% Awareness 54.6% Acquisition 41.9% Brand lift 35.4% Customer retention rates 33.8% Loyalty Composite engagement score Cost savings 28.5% 14.2% 10.0%


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BIGGEST CHALLENGES FOR CONTENT MARKETING Creating engaging content 63.4% Lack of budget 53.3% Lack of time 50.0% Proving ROI 49.1% Breaking through the clutter 36.6% Not enough resources 35.5% Lack of integration across Lack of internal/external buy- 30.6% 27.0%


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CONVERSATIONS NOT CAMPAIGNS: REAL TIME AND REACTIVE MARKETING


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REAL TIME AND REACTIVE MARKETING Andrew Hanelly @hanelly Lindsay Lichtenberg @LinZk Chris Perry @cperry248 Ramon Velutini @Duracell


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#TheDress   Good  and  Bad  


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FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT 69


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FISHER-PRICE: #WISHESFORBABY 70


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Duracell Good and Bad… 71


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UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT 73


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UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT 74


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Other RTM Classics around Mass Cultural Moments 75


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DATA: THE RISE OF BIG INSIGHTS


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DATA: THE RISE OF BIG INSIGHTS Megan Cunningham @MeganCunningham Bob Cornwall @Google Maya Mikhailov @GPShopper Vikram Somaya @VikramSomaya


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MANUFACTURING A STORY: WIKA AND ENVERITAS GROUP CASE STUDY Brice Bay, CEO, EnVeritas Group


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WIKA INSTRUMENTS, LP


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CHALLENGES =   ©Charles  Schulz  


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CHANGING PERCEPTIONS becomes


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RESEARCH •  Industry-wide gap analysis to: –  Understand what competitors in the space are doing –  Determine best channels for content marketing –  Evaluate WIKA’s website, social media and other marketing efforts –  Devise a plan with KPIs, including macro and microconversions


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CREATING THE STORY


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ENGAGING


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RESULTS •  Keyword conversion up nearly 2000% •  Site visitors up 32% first year, 48% following year •  RFQ conversion up 46% •  Social media audience engagement up 230% •  800 visitors to new blog


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CONCLUSION •  Avoid boring •  Know your audience •  Engage •  Measure •  Adjust


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PRESENTER •  Brice Bay @bricejbay •  brice@enveritasgroup.com •  www.enveritasgroup.com


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Arianna Huffington, President and Editor-in-Chief, Huffington Post Media Group @AriannaHuff


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We look forward to seeing you at the Museum of the City of New York


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