converged media success: setting the stage with content strategy

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Spredfast Social SummitOctober 4, 2012

Rebecca LiebIndustry Analyst

@lieblink

Converged Media Success:Setting the Stage with Content Strategy

© 2012 Altimeter Group© 2012 Altimeter Group

Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/

We’re Tuning Out the Noise

© 2012 Altimeter Group

As Consumption Habits Shift, Brands Require Media Ubiquity

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The average consumer sees c. 3,000 brand impressions a day.


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Paid Owned Earned

Defining Converged Media

Requires media buy

Owned or controlled but does not require media buy

User-generated content surrounding brand


A Closer Look at Each Media Type

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

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Defining Converged Media6

Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reach

customers throughout the customer journey



Brands that Do Not Integrate Paid, Owned, and Earned Media are at a Disadvantage

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Fragmented messaging, inconsistent branding

Redundant efforts, no communication/ collaboration

Departments competing for budget

Low customer engagement/ advocacy

Convergence begins to occur in traditional media


Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850

Quality Content Determines Converged Media Success


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Converged Media Workflow


Build the Content Workflow


Step 1: Conduct a Content Audit to Determine Current Assets, SEO Potential

Page/Sub-

Section

Page Name

Type of Content

Source of

Content

Owner/Approver/Publisher

What’s It

About?

Support User/Busi

ness Goals?

Findable & Used?Analytics

Clean, Professional,

Logically Organized?

Keyword/Metadata/

SEO

1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx

1.2 Widget Page

xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx

1.3 About Acme Corp

xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx


Step 2: Develop Personas

AfterBefore


Step 3: Generate a Keyword List


Step 4: Create an Editorial Calendar

• How much content, • How often• Specifically when it will

publish. • Content requirements• Responsibilities • Schedule

Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png


Content is Like Leftover Turkey


Reuse and Repurpose for Greater Impact

Speech

PowerPoint Deck on

Slideshare

Video Speech

on YouTube

Transcribe for Blog

Post

Extract Charts and

Infographics

Turn Into a Whitepaper,

eBook or Column

Create a Webinar

or Training


Step 5: Draft a Brand Brief


Step 6: Solidify a Style Guide


19Image by randomcuriousity used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/randomcuriosity/3445573373/

Assess Organizational Structure and Roles


Culture Shift is Needed Across the Enterprise, Beyond Marketing Department

New training and skill sets will be required.

Content lives in all departments – stories are everywhere.

Enterprise social networking can assist in collecting content and giving employees a voice.


Who Directs Content Initiatives?

MarketingSales

HR

Leadership IT

Digital

Customer Support


Chief Content Officer Emerges as Leader

Reports to: CEO/COO/CMO (depending on size)

Summary: Oversee all marketing content initiatives to drive sales, engagement, retention, leads and positive customer behavior.

Responsibilities: Think like a publisher, leading the development of content initiatives to drive business.

Source: Joe Pulizzi, The Content Marketing Institute, http://blog.junta42.com/2011/05/chief-content-officer-job-description-sample-example-tempate/. Used with Permission.


Content: Other Supporting Roles

Chief Marketing Officer

• Outside Consultants• PR Professional• EVERYONE!

Content/Editorial Director

• Blogger• Copy Editor and Writer• EVERYONE!

Conversation/Community

Director

• Blogger• Social Media Manager• EVERYONE!


Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875


Content Marketing Maturity


Altimeter’s Content Marketing Maturity Model


Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases

Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal

of turning content into contacts into revenue. Its hyper-targeted blogging

strategy increased customer contacts by 600% within a single quarter.


Eloqua Expands Content Marketing with Creation of VP Content Marketing Role

Joe Chernov launched Eloqua’s corporate blog and later used it to

promote the company’s other content—made trackable by

requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly

attributing $2.5M in revenue to four free guides in 2010.

Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.


Nestlé’s Blackshaw Takes Senior Leadership on Inspirational “Field Trip” to Silicon Valley


Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy


Deploy Content as Part of Converged Media Strategy


Altimeter identifies 11 criteria to successful converged media deployment

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Organization: Ability to Achieve Earned at Scale 37


Build and nurture earned media with:

• Content strategy, consistent brand messaging

• Listening and measurement tools

• Publishing tools

• Inter-agency/ vendor communication

• A fundamentally agile approach

• An ongoing effort


Organization: Align Teams & Departments38


Break down cultural silos:

• Ownership/ governance

• Communication

• Collaboration/ creative design

• Campaign goals

• Budget


Organization: Align Agencies & Vendors39


Brands must play moderator between vendors and facilitate:

• Communication

• Collaboration/ creative design

• Campaign goals, KPIs

• Performance incentives


Production: Aligned Content / Creative Across Channels

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Design, voice, message, branding, and other creative must be consistent:

• Agreement/ alignment across stakeholders from day one

• Across all channels and touch-points

• Singular brand message, no matter the media

• Natural extension of organizational and partner alignment


Production: Real-time Capabilities41

Brands must enable:

• Proper labor resources

• Proper tools

• Stakeholder buy-in

• Communication channels between stakeholders

• Content marketing strategy

• Empowerment to act, particularly in Earned media


Real-time marketing turbo-charges other efforts

Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/


Production: Channel Flexible 43

Brands must extend presence across:

• Multiple channels, platforms

• Multiple touch-points

• Not JUST mainstream channels, instead following their customers

• Demographic-specific hang-outs


Production: Influencer Relations44

Brands cannot ignore influencers - they can amplify messages across all media:

• Touting or shaming product/ service in unprompted Earned setting

• Acting as the voice of a Paid campaign

• Offering guidance or advice on Owned platforms

• Influencers are key to helping build Earned at scale


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Content and Converged Media Success



Earned Informs Creative for Paid and Owned 46

More and more brands use earned to inform paid and owned investment

• Reveals demographic trends

• Highlights what audience is talking/cares about

• Showcases optimal channels for investment


Intel Among the First to Reorganize… Merges Social Media Team with Global Media Team

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“Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”


Intel Achieves Converged Media Harmony48

45,794 social actions


Intel’s iQ Social Publishing an Industry First for Integrated Media Curation

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The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the

insights generated through all data in aggregate.


SAP Integrates Paid and Owned Media Types to Strategically Push SMB Offering

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SAP Monitors and Compares All Content Performance Across Channels and Optimizes

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Cross-channel monitoring reveals which ads perform well with whom and where. Leveraging this data across platforms, SAP has seen more

than 55 million impressions since late last year when the campaign launched.

27%

14%

10%9%

7%

6%

5%

4%

4%

3%

11%

Smarter SME Software (Precise) (Owned) (Branded)

Hot Salsa, Hot Sales (Precise) (Owned) (Unbranded)

Improve Your Cash Flow (Precise) (Earned) (Branded)

Small Business Success (Precise) (Owned) (Unbranded)

Drive Business Growth! (Precise) (Owned) (Unbranded)

Run Your SMB Better (Precise) (Owned) (Branded)

What's Right For You? (Precise) (SAP) (Owned)

Drive Business Growth! (Precise) (Case) (Owned) (Branded)

Need to Boost Cash Flow? (Precise) (Earned) (Branded)

SMB iPhone Apps (Precise) (Owned) (Unbranded)

Other

Facebook Top 10 Assets (clicks)

-2.500%

-2.000%

-1.500%

-1.000%

-0.500%

0.000%

0.000%

1.000%

2.000%

3.000%

4.000%

5.000%

6.000%

Share Ratio Net Adopter

StumbleUpon Campaign Performance


Marketo Shows B2B Can Drive Earned andStill be Effective on their Owned Facebook

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Marketo advertises with Facebook ads keeping it fun, interactive, and in line with the rock and roll-themed brand message. Customers interact with the brand

directly on Facebook where they can expect an immediate response.


National Car Rental Listens to Each Campaign to Instruct the Next

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Learning: fans will share qualitative information about their travel habits in

exchange for travel perks. Rapid entries in short timeframe reveal unforeseen

competitiveness of fans…

National invests in more campaigns tapping into both storytelling the competitive drive of

fans; sees 30% growth in Facebook fanbase, thousands of new FB and Twitter followers, both below-target cost-per fan/

per engagement metrics, millions of impressions via earned PR placement.


The New York Giants Bring Social Events to Owned Venues, Generating Earned Buzz

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NYG were the first pro sports team to integrate live tweets into offline events (stadium, TV) and online (poll, Q&A, e-commerce tie-in). Tying in social content and voting with real-time events generated an increase in e-commerce

sales, a 127% increase in Twitter followers, and huge brand amplification and awareness for related campaigns.


Summary 55

Converged media is a growing reality

Paid, owned, earned integration makes marketing more effective

Processes and best practices are emerging

Redefining roles, hierarchies and organization is essential

Convergence is primarily digital now, but is bleeding into offline marketing channels


Rebecca [email protected]

rebeccalieb.com/blog

Twitter: lieblink

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.