smart social summit 2017 | tomorrow's customer experience is happening today: what content for...

Tomorrow's Customer Experience is Happening Today

What Content for Modern Consumers Looks Like

Director Of StrategyOpal

@bryanrhoads

Bryan Rhoads

11 modern marketing behaviorsH O W M O D E R N M A R K E T I N G G E T S D O N E

THE NASA MISSION CREDIT: NASACassini takes one of its last looks at Saturn - September 11, 2017

Connect The World To America’s Space Program

Cassini takes one of its last looks at Saturn - September 11, 2017 HUMAN SPACEFLIGHT COMMUNICATIONS TEAM @ NASA

CREDIT: NASA

Bryan Rhoads

C O M P L E X I T Y

BRAND EXPERIENCES

BUSINESS NEEDS

Working together in the 1960’s

2017

#eclipse2017

• Approvals & campaign planning• Shared visual calendar• Real-time event collaboration• Inform NASA stakeholders

Advanced Orchestration

Communicate work and facilitate meetings

SHARE

A common architecture for brand storytelling

BUILD

Align teams, campaigns & content

VIEW

HO W M A RKET I NG GETS DO NE

Marketing behaviors that transcend strategies, promote collaboration and run modern brands.

NEEDS

TECHNOLOGY

NEEDS

TECHNOLOGY

NEEDS

NEEDS

BEHAVIORS

TECHNOLOGY

NEEDSBEHAVIORS

TECHNOLOGY

WORKSTREAMS

WORKSTREAMS

W O R K S T R E A M

Story Forecasting

More accurate planning, consistent storytelling, refinement based on strategy across Nestlé brands.

NEEDS BEHAVIORS

• Quarterly• Visual Mapping• Culture, Seasonal• Add Fidelity

EVENT

PRODUCT LAUNCH

BRAND PROGRAMMING

PRODUCT INITIATIVE

EVENT

CAMPAIGN

TENTPOLE

CAMPAIGN

EDITORIAL RELEASE

INFLUENCER SERIES

PRODUCT SHOWCASE

SNEAK PEEK

W O R K S T R E A M

In-restaurant, traditional and digital experiences -everyone on the same strategic page.

NEEDS BEHAVIORS

• All Content• Weekly Briefing• Legal Routine

EVENT

Legal Alignment

W O R K S T R E A M

Scenario Planning

Real-time marketing that can keep AirBnB contextually & culturally relevant

NEEDS BEHAVIORS

• 90% Scenarios• 10% Real-time• Upfront Research• Assets Baked

EVENT

W O R K S T R E A M

Media Testing

A more efficient and collaborative approach across agencies and brand teams

NEEDS BEHAVIORS

• Multi-variant • Audience profiling• Media Asset Kits

EVENT

THE M A KI NGS O F A WO RKS T R EA M L I BRA RY

Workstream Need Behavior Technology

StoryTimeBuild out campaigns &

Storylines

Strategist led review of storylines. Director

approves.

Wall-Walkor

Opal Moments

Run of ShowCES Strategy & day-by-day

activation

Ascending storyline, choreography and asset

creation

PowerPointor

Presentations + Moments

On the FridgeFloating pre-approved

content2-week moment calendar w/

daily resets and listening

Spreadsheet & Dropboxor

Moments

THE M A KI NGS O F A WO RKS T R EA M L I BRA RY

Workstream Need Behavior Technology

Daily Brief Activate internal employees Weekly debrief of brand

activity to

Emailor

Presentations

Celebrity TakeoverCelebrity social account

takeoverStoryline creation +

moments

Tools & Meetingsor

Story + moments + presentations for delivery.

Content Studio Geo shopper modelContent “pack” creation and

weekly delivery

Email & Dropboxor

Story + moments + presentations for delivery.

BEHA VI O R O VER TECHNO L O GY

Collaborative routines, new habits & practices, coupled with technology = winning transformation

Thank you

EVP, Digital Marketing

Live Nation

@jules_ruuules

Julia Heiser

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Head of Social Media

Aritzia

@CharlieGrinnell

Charlie Grinnell

The Challenge

As online marketers, we’re tasked with reaching mass audiences, one individual

at a time, with content that create emotional experiences.

The Issue

Many content professionals leading businesses today have been taught to

create artistic masterpieces that are not actually aligned with what’s driving

their business.

The Solution

Let go of what years of film school or college Marketing 101 taught you, stop

aiming for perfection, listen to your audience and learn to experiment.

Here’s 3 things to remember the next time you produce content for

social media platforms…

1.

Never forget that social media content is for your audience

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Your audience doesn’t care about your sales target for Q3 or if you’ve worked in TV production for 15 years.

• It’s about improving user experience via content over time by using the information they’re providing via digital signals.

• Each time you release a piece of content, ensure that you learn from it and apply those learning's to your next piece of content.

Content is for users

Source: Snapchat is a Loser from L2 Inc. (youtube.com/watch?v=CztRvr7_5W8)

2.

Throw away your definition of “good” content

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Which video is better?

5 million video views across social media platforms

10 million video views across social media platforms

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• You’re only as good as your last piece of content and with the sheer amount of content online, shelf life is shortened.

• Success is determined by your ability to listen to your audience and then pivot your strategy with speed.

No single person really knows what “good” content is because it’s subjective and changing faster than ever before.

Throw away your definition of “good” content

Source: The Reality of Corporate America Marketing in Creating Commercials from Gary Vaynerchuk(youtube.com/watch?v=qvkIqvsiKXE)

3.

Examine, Hypothesize, Test, Validate, Repeat

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The attention equation: Value of Content + Practicality of Consumption / Speed of Repetition = Attention

• Platforms will continue to change, it’s our job to adapt to those changes in a way that makes the most sense for our business.

• Lean into new platform features, formats, and audiences when possible – it’s better to try and fail than to never attempt anything at all.

•Most decisions are reversible, so spin gold out of the chaos.

The only thing that’s certain is that nothing stays certain for long

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• Never forget that social media content is for your audience• Throw away your definition of “good” content• Get in the habit of testing things and learn to enjoy failure• Focus on attention and reverse engineer your social media

content for each platform• Success will be determined by your ability to listen to your

audience and then pivot your strategy with speed

Key Takeaways

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Q&A

Opal

@bryanrhoads

Aritzia

@CharlieGrinnell

Live Nation

@jules_ruuules

Bryan Rhoads Charlie GrinnellJulia Heiser