adam cranfield's content wars presentation
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#Mynewsnight Wi-fi access: Network - SH - Shoreditch house Password – 1decafcafe
#Mynewsnight
James HerringOwner
Taylor Herring
#Mynewsnight
Famous Publicity / Branded Content
Chasing print coverage is exhausting and here’s 3 reasons why…
video content
audio content
Reader Vote Debate/Social
Infographic
Content
Stories
Personality
Engagement
Endorsement
££££££ SELLS STUFF
packages
which relays…
promoting…which drives…
and that...
Why is content important?
Spoof News
Site Content
YouTube 13,000,000 Million views and counting
Media Coverage
UGC Daily, creative challenges
Embrace The Internet!
Generation C
‘This is what the Internet is all about, people. A killer song, a stupid meme, a nostalgic throwback to 2001, and, most important, bites of dumb hilarity that come in 30-second bursts.’
‘….these viral pictures, videos, and memes reconnect us to an essential part of ourselves feeding our appetite for imagination and discovery.’
Cat Video Technologist
@taylorherringpr
Thank You…
Laura ChilversPR ManagerJohn Lewis
#Mynewsnight
Content for social media channels
Laura Chilvers, PR Manager, Corporate & Social Media
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What I’ll cover
How John Lewis uses content to create relationships with bloggers
How John Lewis structures its teams so that relevant and newsworthy content is promoted
How John Lewis promotes products on Twitter and how this makes sales
What content works best
Questions?
42
A brief intro
Annual results
Seasonal events – Easter, Halloween, Christmas, Clearance etc
New shop openings
Product launches and collaborations
CSR
The unexpected!
How John Lewis structures its teams so that relevant and newsworthy content is promoted
How John Lewis uses content to create relationships with bloggers
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The launch of Somerset by Alice Temperley and our #askAlice campaign
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#askAlice
208 participants for the party
Reach of 4,257,012 impressions generated
479 branded Tweets featuring the hashtag #askAlice
Working with the buyers and online marketing teams we were able to see a spike in sales of Somerset items
How John Lewis promotes products on Twitter and how this makes sales
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@johnlewisretail
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#askourmums
425 total number of click-throughs on links tweeted (to site and jpegs)
26 total number of retweets
8 total number of favourites
708 number of new followers gained in campaign week
50
AW13 Fashion event
41 tweets received
27 uses of the hashtag
17 journalist/blogger retweets (2 re-tweets from Wedding magazine who have over 45,000 followers)
16 favourite marks on journalist/blogger tweets
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#snowmanjourney
A different location each day for one week, ending in all of our shops for the weekend.
539 retweets in total of tweets from the @johnlewisretail account204 favourite marks in total of tweets from the @johnlewisretail account1793 click throughs to images tweeted from the @johnlewisretail account976 uses of the #snowmanjourney hashtag
What content works best
53
Newsworthy – like PR, there needs to be a story. Why would someone want to read about this and click through / share?
Exclusives –products / experiences – what do you offer that others don’t?
Concise – with only 140 characters on Twitter the story needs to stand out in a short character limit. If there is too much information to get across in one tweet, then perhaps it’s not the right story.
Pictures – helps tell the story and add colour
Clear actions – do you want people to come along? Comment? Join the discussion with a #hashtag?
Questions?
Adam CranfieldChief Marketing Officer
Mynewsdesk
#Mynewsnight
Neil HendersonHead of Communications, Mastercard UK &
Chris McCaffertyFounder, Kaper PR
#Mynewsnight
©2013 MasterCard.Proprietary and Confidential
MasterCard, The BRITs & ContentNeil Henderson, Head of Communications, MasterCard UK
©2013 MasterCard.Proprietary and Confidential
• Unrivalled 90% awareness
• Broadcast nationally to an audience bigger than every before:
• Pre show reach = 550k
• Main show reach = 7.4 million
• Post show reach = 680k
• The venue hosts 15,000 stars and fans
• MasterCard as the sole sponsor hosted 3,500 customers, stakeholders and competition winners
• MasterCard was also the number 1 outlet for ticket sales through Priceless London
• MasterCard has supported The BRITs for 15 years - the longest Music sponsorship in Europe
• Insight drives our Priceless strategy;
The artists got where they today all due to their fans. Through MasterCard they’re now able to give something back ....Something for the Fans
THE BRITS IS AN INSTITUTION
58• Source: TGI April 2009-March 2010
0 10 20 30 40
Mercury…
NME Awards
MOBO…
GRAMMYs
MTV Europe
Oscars
BAFTAs
BRIT Awards
5
5
7
8
13
23
25
34
%
Q. “Which of these televised award shows did you watch last time it was on TV?”
KSBR Research 2007
©2013 MasterCard.Proprietary and Confidential
Our Challenge: To create a modern amplification campaign that excites & engages a youth audience
©2013 MasterCard.Proprietary and Confidential
2012: Priceless DuetsGiving fans the chance to duet with JLS, Emeli Sande, Labrinth
BRITS 2012
©2013 MasterCard.Proprietary and Confidential
Youth Music Research
Audience insight
• Music usage amongst youth is complex: they use a huge variety of platforms to both enjoy and discover new music
• United by their love of YouTube covers – a meme in its own right
• Fans own music videos, get significant interest and shares
HOW DO WE CREATE MORE PRICELESS MOMENTS FOR FANS?
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Initial thoughts
©2013 MasterCard.Proprietary and Confidential
2013: Priceless RemakesGiving fans the chance to remake their favourite star’s video
The BIG idea
©2013 MasterCard.Proprietary and Confidential
PRICELESS REMAKES – THE BRITs 2013
• To continue the success of previous BRITs sponsorships in 2013, Priceless Remakes was born. Capitalizing on existing buzz around the BRITs and the social footprints of a range of stars, we offered fans the chance to shoot their own version of the music video of one of three stars.
1.3 million followers
4 million views
1.5 million likes
Multiple BRIT award winner
2013 Music Ambassador
©2013 MasterCard.Proprietary and Confidential
Our 2013 campaign gave fans the chance toWin a Priceless Remake with their ultimate music icon
An experience that gets the fan closer than ever before, but also an experience that allows the artist to give back to their
fans.
It is an idea that is flexible enough to feed into our content strategy to engage our Youth audience,
whilst using the proven assets of celebrities and backing from the BPI and record labels.
Fans had the chance to win a Priceless Remake, appear in a Priceless TV ad on the night of the show and attend The BRIT Awards 2013 as a guest, rubbing shoulders with their favourite stars during an entire evening of
showbiz entertainment.
The campaign was be split into four distinct phases
The Idea
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The BIG idea
©2013 MasterCard.Proprietary and Confidential
Multiple press executions, Time Out cover wrap and digital advertising led up to the big night. Outdoor ads promoted online content views and NEYO competition entries through impactful static and digital sites around the O2 arena, concourse, VIP areas and Greenwich station.
An integrated idea that works Through the Line
65
Creative
©2013 MasterCard.Proprietary and Confidential
• Play video
THE RESULTS
Page 67January 23, 2013
©2013 MasterCard.Proprietary and Confidential Page 68
January 23, 2013
FOUR KEY INSIGHTS FOR CONTENT MARKETING
Key insights
Start with audience behaviours
It’s more effective to join existing conversations (not start new ones)
Distribution is key
Traditional PR still has a role to drive interest and engagement
©2013 MasterCard.Proprietary and Confidential
Thanks
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