have content? now what?

Have Content.

Now What?

Matt WurstVP, General Manager

@mwurst

Before we talk about what’s next…

PROPRIETARY & CONFIDENTIAL3

CONTENT

Provided by

Consumers and

Pros

NOW: Things are being thrown upside-down

COMMUNITY

Context and

connectivity created

by and for users

COMMERCE

Products tagged

and ingested for

seamless purchase

The Internet Trifecta has reached critical mass

Source: @KPCB 2014 Internet Report


There is more content than ever before

Every minute of the day:

27,000,000+Pieces of content are shared every day

Yelp users post

26,380 reviews

YouTube users upload

72 hours of new video

Twitter users tweet

277,000 times

Instagram users post

216,000 new posts

Facebook users share

2,450,000 pieces of content

Source: AOL & Nielsen (2012)

DOMO Data Never Sleeps 2.0 (2014)


The only constant thing is Change

Marketers Fans


Listen

Strategize

Develop

Plan

PublishPromote

Moderate

Measure

Optimize

The content marketing

cycle requires advanced

specialization


A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.

What is Content Marketing?

Delivers an intrinsic benefit to an audience

Centered on the fan or customer and his or her situation

Credit: Forrester Research, Inc.


WHO

WHAT

WHERE

WHEN

WHY

HOW

is our target consumer?

are we going to say?

should we engage?

is the right time to connect?

do our fans engage?

do we ensure it will be seen?

We must answer these questions to truly have great content:

Who is our target consumer?Use listening + research to uncover insights


Consumer

Insights

Opportunity:

Use audience

insights to inspire

effective content

strategies.

WHO


How Insights fueled creative

Unbranded

conversation

BACON

1.5 MM Searches

513,000 mentions

LEBRON

1.0 MM Searches

85,000 mentions


19 Channels: no context, no connectivity

BIT OF THE OLD AND NEW

UTILITARIANCONTENT

CRM Facebook @Wienermobile

ACTIVE COMMUNITY

LOTS OF TALK, SOME SHARING

WHAT’S NEW?

mix of old and new content, creating differing brand

impressions

product content that’s adding ties to

social extensions

gathering place for coupon-seekers and Wienermobile lovers

a mirror of other social channels

archive for tv spots and past promotions (not much activity)

Hotdogger blog

TALES FROM THE ROAD

minimal ties back to hot dogs or the brand

OscarMayer.com

@OscarMayer

Wienermobile Wienermobile

stagnant photo album from the

brand

x2

IT’S THE WIENERMOBILE

Search: Category HD Facebook

x2

OM Facebook Oscar Mayer

x2.com

Search: Brand

UNBRANDED TERRITORY

Kraftrecipes

Minimal paid search and un-optimized SEO with

varying results dependent on category, but overall

lack of virtual shelf space

UTILITARIANCONTENT

Inspiring meal ideas and recipe

content


White space for the trademark


Revitalized a heritage brand & driving sales during a category slow period

WAKE UP & SMELL

THE BACON

14

UNSUNG BACON

BACON BARTER SAY IT WITH BACON

What are we going to say?Building a content strategy

16


2013: Happy President’s Day!


2014: Happy President’s Day!


Unlock

Currency

Opportunity:

Discover what it

is that fans want,

and what value

they’re willing to

exchange.

WHAT

What You

Offer Fans

What Fans

Give Back To You

Conversation Access Utility

Entertainment Social Currency Product

Authenticity

WOM

Advocacy

More fans


Stock

& Flow

Opportunity:

Balance big

lifestyle

campaigns

(stock) with daily

brand content (flow)

WHATcontinued

STOCK

“Stock is the durable stuff.

It’s the content you produce

that’s as interesting in two

months (or two years) as it is

today.”

FLOW

“Flow is the feed. It’s the posts

and the tweets. It’s the stream of

daily and sub-daily updates that

remind people that you exist.”


Stock

& FlowMake your social more creative...

WHATcontinued

…and make your creative more social.

Where do fans engage?Developing a platform architecture


RelevanceInspiration

Roles of

Platforms

Opportunity:

Rethink the

unique value

proposition of each channel

– from digital and

social to print

and broadcast.

WHERE

Tips


Roles of

Platforms

WHERE

When is the best time to connect?Right time > Real-time

2

7


Right-time

Marketing

Opportunity:Be there where

and when our

target consumes

and creates social

content.

WHEN

525 MILLION earned

media impressions(5X # of Super Bowl XLVII viewers)

Named Best Social

Media Invention

of 2013 by Adweek

*** Not every brand can create meaningful, relevant

content in real-time. Most shouldn’t even try.


Right-time

Marketing

WHEN

Plan to plan Plan to react Respond

Plan to plan

Respond


Oreo #SnackHacksTransforming Content into Cultural Movements

THE INSIGHT:

FOOD REMIXING

THE CONTENT:

SNACK HACKSONGOING SUCCESS:

IGNITE FOOD CULTURE

MICHAEL VOLTAGGIO

STARRY KITCHEN

ROY CHOI

Why do our fans engage?Measurement and optimization

3

2


Better

measurement

Opportunity:Understand

consumer

engagement to

inform content

creation and

optimization

Looking both inside and outside of our communities.

WHYWhy Do They Share?

What Type of Content Resonates?

How do we ensure it is seen?Amplification of content

3

4


Demo

Targeting

Opportunity:Change

broad/generic

content more

specific by

catering to target

demographics

HOW

810%increase in MALES Talking

about Hanes from Q1-Q2

670%increase in FEMALES Talking

about Hanes from Q1-Q2

And it drove a 4x lift in sales.(TV and print media over that time drove anincrease of 1.2x.)


Interest

Targeting

Opportunity:Further target

content and media

strategies based

on relevant and

timely interests.

Boost engagement by reaching more of the right

people in the right place, not just your existing “fans.”

HOW

Baseball Country Music Running/fitness

Jay-Z Breaking Bad Katie Perry


Influencer

co-creation

Opportunity:Leverage the

inspiration and

reach of

influencers to

create relevanceand drive

engagement.Logan Paul’s Vines for Hanes’ X-TEMP resulted in one of

the highest engagement rates Twitter has ever seen.

HOW Content

Development

• Unique style and voice

• POV and insights

• Creative input/skillset

• Leveraging their

credibility and

relevance

Publishing

• Platform knowledge

• Increased exposure

through social tagging

and interaction

Amplification

• Amplification across

their channels


WHO

WHAT

WHERE

WHEN

WHY

HOW

Listen, learn and understand your fans.

Make your social content more “creative.”

Customize roles and content for each platform.

Focus on “right time,” not just “real-time.”

Monitor, measure, optimize and iterate.

Amplify content with efficiently-targeted media.

If you remember these things…

PROPRIETARY & CONFIDENTIAL

Thank you!

Mat t W urs t

@mwurs t