we need to talk about content
TRANSCRIPT
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we need to talkabout content
Graham Nolan, Director of Business & Strategy
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what does it take to create brand content
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digital. years evolving
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always on multiscreen
* Source : Google
Our time online is spread between 4 primary devices *(average time per interaction - in minutes)
17 30 39 43
Smartphone Tablet PC / Laptop TV
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20112006
how we use the web evolves
* Source : Alexa
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* Source : Comscore / Comreg 2012
10 hours / weekOnline
8 hours / weekSocial Media
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* Source : Business Intelligence
Social Networks
Portals
Average Time Spent: Portals vs Social Networks (USA) *(average time per usage / day - in minutes)
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frominformation seekers
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“If it’s important enoughit will come to me”
Twenty Something Digital Native
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owards a cultureof content
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The result of content being at the heart of Coca-Cola marketing culture is unprecedented best in class output
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visits to brand websitesare trending in decline
* Source : Universal McCann Study
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organic reachfalling
* Source : Facebook / Edelman Digital
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* Source : Facebook / Edelman Digital
contentiswinning
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high metabolism marketing
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or something that isjust plain beautiful
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Innovation
Humor
Topicality WOW
lessons
Surprise
Punking
Beauty Authenticity
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Text
Source : The con,nua,on of Marke,ng by other means. By The Human Experience Company
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how do we get branded content out of the gate
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accept this is not just
advertising made digital
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different skill sets
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Storytelling
OpinionFormers Technology
SeedingStrategy
Events /Theatre
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real-time in the moment
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right peoplein the room@ the right time
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communicatepriority
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changemeasurement
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encouragerisk
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“Failure is simply the opportunity to begin again, this time more intelligently.”
Henry Ford