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