data-driven content marketing
TRANSCRIPT
1
Data, insights & influencers Socialising content & campaigns
Adoption of a digital first approach, moving from prime-time to real-time with the adoption of an always on, micro moments led strategy. Valuable and shareable content which drives advocacy and builds a relationship.
Digital first1
Clearly defined objectives for ALL brands which focus on the brand USP / Value proposition i.e. Why would I visit Healthy ME? Integration of
paid, earned & owned media
2
All activities and brand decisions will be insights led; from creative to content right through to tagging. Using audience behaviours to identify opportunities and drive consistent video consumption off targeted audiences in passionate verticals.
Insights at the heart of everything
3
Each brand will endeavor to enlist culture hounds / influencers to help really hone in on what their real values are for targeted audiences. Providing access to existing audiences and breakthrough to new ones.
4 Influencer led content & partnerships
What is BNM’s digital vision?
We’re entering the third wave of media. The first wave was the broadcast
networks, the second wave was cable networks . Now it’s what they want to
watch today (and whichever their preferred network is)
Salar Kamangar- YouTube CEO
data-driven content marketing
We use real-time audience measurement tools to drive strategy and gain a deep understanding of who our audiences is, what their behaviours are and how our
content can answer their needs and provide the greatest value.
• Digital footprint – what are they doing, how well is that working?
• Audience analysis – who, what, where, why, • Vertical trends and opportunities – category insights• Content trends - what’s popular? Styles, language etc• Search trends – where are the discovery gaps• Video opportunities – what video exists• Influencer opportunities – who’s big in their category?
Insights for commercial
• Existing videos • Influencers / talent • Content themes – trends• Social shareability • Content lengths, styles• Amplification insights – where will we amplify it
Insights for content / video
• Results – test & learn NOT set & forget• Cost efficiency • Video Engagement – completion rates, time spent • Shares – social shares, comments, likes • Titles / Thumbnails• Audience targeting • Platforms • UX – how do they consume?– on platform – off platform
Insights for performance
What the f&*% is an influencer?
1. Accelerated growth: Sustained, highly engaged audiences.
2. Social power: Significant clout and reach on social media
3. Viral Distribution: Organic reach of content
4. Consumer engagement: Audiences that interact/react with content
5. Content expertise: Niche knowledge, focus inside out.
6. Community leaders: Respected as trailblazers within online communities.
7. Authenticity!
The big 7!
Influencer marketing, why?
• The face of celebrity is changing. Social media creators are more famous for who they are in real life than for playing characters.
• Trust is impacted by AUTHENTIC people consumers follow • Influencers deliver word of mouth on steroids• For brands the most effective place to engage consumers is in a trusted environment • Don’t disrupt people be part of their lives – how? Authentic content which connects by using
the people that already connect• Influencers build their massive following by focusing on a specific niche or content category.
We can build upon that instead of starting again
Influencer landscape
Old world New world
Publishers and networks
Pushing out messagesPushing out branding Become destinations for audiencesEverything to everyone
Small hubs
Bloggers operating in siloBuilding audiendes slowly Wordpress generationSlow burnNiche audiences
The homepage is dead
Content is snackableMobile is reality The future of video is social media driven Platforms over publishersAudiences seek value
Small hubs have become influencers
Massive audiences –pull audiencesEngaged audiencesThe new celebritiesContent creators Social media is life online
The GROWING opportunity
• We become the vehicle to amplify Influencer messages through our content hubs (e.g. Healthy ME and 4ME), that build sustainable relationships, where their content and our content ideas become one in the same.
• We create 3-4 BIG ideas, that capture the imagination of the market and use the highly diverse and socially active influencer market with brand partners.
• We work with the people creating great content, partner with them to build more content, and encourage them to use our insights and amplification specialists, to build bigger communities and followers.
• We offer solutions to the issues of paying influencers for unauthentic content and adblocker preventing pre-rolls and traditional digital solutions.
• We create GREAT video which with influencers maintain some edginess and tells unconventional stories. (That's a very different approach to branding than striving for mass appeal, but it can lead to an engaged community that's eager for what you're dishing out.)
• We enlist culture hounds "to help these brands really hone in on what their real values are so that we can match them up correctly.
Influencer stories are the richest and most authentic. They exist in
all verticals and bring authenticity which can’t be
bought. From niche to mainstream, an influencer can
accelerate content performance
Meet … Elise Andrew
Why Everyone F*cking Loves Science — and Elise Andrew • 22 million likes on Facebook alone• She isn't a scientist. She's actually kind of a fan girl
herself.• She started the page simply as a place to keep track of
all the cool things she found.• She’s passionate and authentic• At its peak page grows an average of 10,000 to 15,000
new followers per day.• More than Facebook – tumble, twitter, instagram,
website, downloadable magazine
