feeding the content monsters

Brand Partner Program, July 2014

welcome to the

v

Innovative content creationService Training Access

Brand Partner Program: OVERVIEW

Clean & Clear

GoPro

Volvo

Amex

July 20, 2014Feeding the Content Monsters

Mary Healy, Global Lead, Youtube Brand Partner Program

The History of Branding

The OWNERSHIPAge

TheINDUSTRIALAge

The OWNERSHIPAge

TheBROADCASTAge

TheINDUSTRIALAge

The OWNERSHIPAge

TheINFORMATIONAge

TheINDUSTRIALAge

The OWNERSHIPAge The

BROADCASTAge

ThePARTICIPATIONAge

The principles are still the samebut the tools have changed.

Perception

Time

Current image

positioning 1

positioning 2

positioning 3

Futureidentity

new product innovation pricing distribution channel advertising/promotion

Current image

positioning 1

positioning 2

positioning 3

Futureidentity

content

content

content

Perception

Time

Source: http://www.guardian.co.uk/media/media-blog/2013/jun/24/cannes-lions-online-film-category

“It’s no longer a level playing field. Television commercials are being beaten to the [Cannes] Grand Prix by films made with the complete freedom afforded by the internet.”

Jason Stone The Guardian, June 2013

Entertain

Inspire

Educate

Educate

Food Quality Perception Scores

+46%A company

I trust

+61%Good

quality food

+73%Good quality ingredients

+48%Food I feel good

about eating

The BIG, pink lie

InformationCuriosity

CredibilityTransparency

Entertain

Entertain

PRANKVERTISING

FunHumor

SuspenseIntrigue

Inspire

REHTOM

MOTHER

million views in 3 days

9.1 20million views

to date

3 minutes (on average)

=2014

109years

w/

“Significant year-over-year increases” in site traffic and card sales for American Greetings and Cardstore.

- mullen

POVRelatabilityPurpose

Heart

You need to think more likea content creator

But you don’t have todo it all yourself

“You have to entrust 23-year-olds to protect or amplify the brand without the classic structure that organizations use to make decisions... If you are a control freak, you’re not going to like the future.”

GREG CREED, CEO

Resources required

CollaborateCreate Curate

You need a framework to put this all together.

Always-on “pull” content designed for your core target

Hygiene Regularly scheduled “push” content designed for your prime prospect

HubLarge-scale, tent-pole events or “go big” moments designed for broad awareness

Hero

HYGIENE CONTENTAlways-on “pull” content designed for your core target

ACTIVATION Use Intent-Based Vehicles to drive traffic to this content

How-To’s, Demos, Customer Service

HUB CONTENTRegularly scheduled “push” content designed for your prime prospect

Success Stories, Passions and Interests

ACTIVATION Use Targeted Advertising to drive traffic to this content

HERO CONTENTLarge-scale, tent-pole events or “go big” moments designed for broad awareness

Product Launches and Tent-Pole Events

ACTIVATION Use an Orchestrated Approach Across Channels to drive traffic to this content

Always-on “pull” content designed for your core target

Hygiene Regularly scheduled “push” content designed for your prime prospect

HubLarge-scale, tent-pole events or “go big” moments designed for broad awareness

Hero

What not to do.

make wonderful content and fail to promote it

DON’T

think you are going to get this right the first time

DON’T

try to be something you are not

DON’T

be afraid of stirring conversation

DON’T

A parting thought.

“I suppose it’s about the maturing of the consumer society. Once you’ve got the things you need and then you’ve got most of the things you don’t need but desire, then you start looking for slightly deeper layers of meaning.”

- James Murphy, CEO of DDB London

Putting this into practice

Content Breakout SessionsExercise #1 - Articulating Your YouTube Value Proposition (30 minutes)

ARTICULATE Your content strategy

Your YouTube value proposition is a statement that captures your target audience, your brand values and the content that connects the two. Having a clearly defined proposition helps all content development stakeholders remain true to your core strategic rationale and should serve as a filter for any content you develop.

GET

BY

Who are you targeting and what do you know about them?(e.g. Busy women 25-35 who care about their appearance but rely on evidence based products)

TO

Complete the following statement:

How do you want them to think, feel, or act differently about your brand?(e.g. to stimulate trial of new Product Line X and become advocates of Kim’s Luxury Cosmetics)

How do you propose to do this through your content?(e.g. by providing her with credible, scientific skincare content that helps her get on with her life with confidence.)

DEVELOP Your content strategy

Building a successful presence on YouTube requires requires thinking beyond a single viral hit, and committing to a viable long-term programming strategy. The first step in that process is to identify the content you are going to deliver to your target audience, from always-on Hygiene content to tent-pole Hero moments.

HERO

HUB

HYGIENE What is your audience actively searching about your brand or industry? What can serve as your 365-day-relevant, always-on, PULL programming strategy (e.g. product tutorials, how-tos, walkarounds, etc.)? Note: Use search to make your content discoverable.

What consumer passion points or interests do you want to deliver content about? Note: This is often staggered throughout the year. You may put targeted promotion behind this. (e.g. verticalized content, special interests, etc.)

What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? Note: This is typically campaign or launch-based content. A brands may have only a few Hero moments in a year. Large promotional investment is involved.

HERO 1 HERO 2

TIMING: TIMING:

HUB 1

TIMING:

HUB 2

TIMING:

HUB 3

TIMING:

HUB 4

TIMING:

List all types of hygiene content:

1 2 m o n t h c a l e n d a r

Content Breakout SessionsExercise #2 - Develop Your Content Strategy (60 minutes)

Instructions:• Spend 90 minutes completing these two exercises (approx 30 minutes on Exercise 1 and

60 minutes on Exercise 2)

• Quick Debrief at the end

Content Breakout Sessions