branded content - what does it mean? (adtech tokyo) lance shields
DESCRIPTION
Ad:tech Tokyo 2010 Panel: Branded Content What Does It Mean? How Do We Manage It? This was a panel discussion about the future of branded content and the role of the CMO in the age of social media. This slide show was the presentation given by Lance Shields.TRANSCRIPT
Branded Content: What Does It Mean?
Lance Shields 10/28/2010
Lance Shields
Digital Marketing Director MRM Worldwide – Japan
[email protected] http://mrmjapanvoices.com/ http://twitter.com/lancesh
• MRM Worldwide is a global digital and direct agency
• Global network of 62 offices in 40 countries
• Established in 1979 and part of McCann Worldgroup
• We help our clients attract, engage, acquire and retain customers by building Customer Utility™ in a digital world.
• It’s NOT your campaign site • NOT your TV commercials on YouTube • NOT your magazine turned into an ebook
But what about this thing called brand content?
• NOT silly kittens you think are funny… • But it could be.
The problem with most branded content is it’s made by ad men…
Branded content should be useful
We’d be better off it was made by carpenters, programmers, chefs, teachers, comedians, bus drivers, dentists.
Put the user of your content in the center of it.
“Why should we bother with your brand when we’re treated like
‘consumers’? We want something that surprises and challenges us with it’s
phenomenal usefulness.”
The CMO Hierarchy = Brand, brand, brand…
CMO
Brand Manager A
Brand Supervisor A
Brand Staff A1
Brand Staff A2
Brand Manager B
Brand Supervisor B
Brand Staff B1 Brand Staff 2
Brand Manager C
Brand Supervisor C
Brand Staff C1
Brand Staff C2
Brand Manager D
Brand Supervisor D
Brand Staff D1
Brand Staff D2
Brand content please!
Brand content please!
Brand content please!
Brand content please!
“The Vendors” You want it, you
got it!
CMO
Brand Manager A
Brand Supervisor A
Brand Staff A1
Brand Staff A2
Brand Manager B
Brand Supervisor B
Brand Staff B1 Brand Staff 2
Brand Manager C
Brand Supervisor C
Brand Staff C1
Brand Staff C2
Brand Manager D
Brand Supervisor D
Brand Staff D1
Brand Staff D2
“The Vendors”
Brand content please!
Brand content please!
You want it, you got it!
“Networked People”
? ? ? ? ?
Are they really doing their jobs?
The job of CMO today should stand for "chief movement officer" and not chief marketing officer.
Seth Godin
ENGAGING INFORMATION NEEDS TO BE A “NETA” NOT SIMPLY INFORMATION FROM AN AD
“Neta”
Definition: News, item, information, material, stories, evidence, sushi ingredients
Source: Genius Japanese to English Dictionary
Want to search for and spread “Neta” as social currency. Want to be the center of conversation through my “Neta”.
IN THE WORLD OF SOCIAL MEDIA, THE TRANSFORMATION OF CONSUMERS TO ADVOCATES BECOMES MORE IMPORTANT
FIND IT SHARE IT DO IT
Awareness Engagement Advocacy
CONSUMER ADVOCATES FROM TO
Chief Inspired Protagonist
His book:
"Timely conversations and no 'wasted' advertising. The old shotgun approach using TV, etc. just leads to mental pollution. Social allows us to talk with those who have raised their hand to talk with us.”
Chris Middings 7th Gen’s Web Editor
“The Nation asks folks to register to post to our forums, download coupons, etc. We
also send them a twice-monthly newsletter. It is a great way to educate them about the other issues in their lives that can be made healthier. Our primary goal is education.”
A final word… Brand is just another word for goodwill. Brand content is just another word for value. CMOs must become social or risk becoming irrelevant.
Thank you! ありがとうございます！