mbo15 presentation: shane snow, contently
TRANSCRIPT
![Page 1: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/1.jpg)
@ShaneSnowThe Evolution of Media:
How Technology & Content Can Impact a Brand & the Bottom Line
![Page 2: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/2.jpg)
![Page 3: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/3.jpg)
![Page 4: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/4.jpg)
![Page 5: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/5.jpg)
X
![Page 6: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/6.jpg)
![Page 7: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/7.jpg)
![Page 8: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/8.jpg)
![Page 9: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/9.jpg)
![Page 10: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/10.jpg)
![Page 11: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/11.jpg)
![Page 12: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/12.jpg)
Content marketingz
![Page 13: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/13.jpg)
![Page 14: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/14.jpg)
14
![Page 15: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/15.jpg)
![Page 16: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/16.jpg)
Great stories build relationships.z
![Page 17: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/17.jpg)
Great stories make us care.z
![Page 18: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/18.jpg)
Research
Storytelling can break down barriers to foster “compassion, tolerance, and respect for difference.”
z
![Page 19: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/19.jpg)
![Page 20: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/20.jpg)
![Page 21: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/21.jpg)
![Page 22: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/22.jpg)
“The activity of storytelling has an impact on participants' interpersonal relationships, empathy, and sense of connectedness.”
Researchz
![Page 23: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/23.jpg)
![Page 24: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/24.jpg)
![Page 25: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/25.jpg)
We’re programmed for stories.z
![Page 26: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/26.jpg)
![Page 27: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/27.jpg)
![Page 28: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/28.jpg)
![Page 29: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/29.jpg)
29
Journalism Marketing
![Page 30: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/30.jpg)
30
Building relationshipswith audiences
z
![Page 31: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/31.jpg)
1,2 Demandmetric: http://www.demandmetric.com/content/content-marketing-infographic 3 ContentPlus: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Brand content works.
In 2014, companies spent a 100 bazillion dollars on content.
3Xmore leads
than traditional marketing2
70%of consumers prefer to
get to know a company via articles,
not ads3
62%less expensive than traditional
marketing1
z
![Page 32: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/32.jpg)
(Google it!)
State of Content Marketing 2015
z
![Page 33: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/33.jpg)
Talent + Printing press + Trucks
z
![Page 34: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/34.jpg)
Talent + Printing press + Trucks Internet
z
![Page 35: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/35.jpg)
35
Build audience Engage
Create
Optimize
![Page 36: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/36.jpg)
CONTENT MATRIX
![Page 37: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/37.jpg)
CONTENT MATRIX
Interests & values
Company & customers
Products & services
![Page 38: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/38.jpg)
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 39: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/39.jpg)
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 40: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/40.jpg)
American Express OPEN Forum
z
![Page 41: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/41.jpg)
AMEX OPEN FORUM
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 42: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/42.jpg)
AmEx Small Business Saturdayz
![Page 43: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/43.jpg)
AmEx Small Business Saturday
z
![Page 44: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/44.jpg)
SMALL BUSINESS SATURDAY
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 45: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/45.jpg)
Multimedia @ GE Reportsz
![Page 46: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/46.jpg)
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 47: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/47.jpg)
Infographics @ Universal
z
![Page 48: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/48.jpg)
UNIVERSAL INFOGRAPHICS
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 49: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/49.jpg)
Corporate Communications
GAP Coca-Colaz
![Page 50: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/50.jpg)
COCA-COLA JOURNEY
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 51: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/51.jpg)
Telling products’ stories @ Groupon
z
![Page 52: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/52.jpg)
GROUPON STORIES
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
![Page 53: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/53.jpg)
53
Build audience Engage
Create
Optimize
![Page 54: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/54.jpg)
54
Build a better media worldz
![Page 55: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/55.jpg)
55
How we use content + technology to grow our own
businessz
![Page 56: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/56.jpg)
![Page 57: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/57.jpg)
![Page 58: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/58.jpg)
![Page 59: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/59.jpg)
$700
![Page 60: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/60.jpg)
$700
$700
10 days later
![Page 61: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/61.jpg)
$700
$700
10 days later
2 days later
![Page 62: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/62.jpg)
$700
$700
10 days later
2 days later
$900
![Page 63: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/63.jpg)
$700
$700
10 days later
2 days later
Email from Sales
$900$350
![Page 64: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/64.jpg)
Sales revenue: $41,000
Sales cost: $6,500
Sales ROI: 6.3x
Content revenue: $41,000
Content cost: $2,650
Content ROI: 15.5x
Mathsz
![Page 65: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/65.jpg)
65
Compounding
effect Engage
Create
Optimize
![Page 66: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/66.jpg)
![Page 67: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/67.jpg)
![Page 68: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/68.jpg)
“It is better to tell the truth.”
![Page 69: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/69.jpg)
To build lasting relationships and make people truly care, we must
follow journalism’s #1 tenet: Don’t deceive.
![Page 70: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/70.jpg)
![Page 71: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/71.jpg)
71
Build audience Engage
Create
Optimize
![Page 72: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/72.jpg)
They started helping people.z
![Page 73: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/73.jpg)
![Page 74: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/74.jpg)
Content marketing only works when you give.
z
![Page 75: MBO15 Presentation: Shane Snow, Contently](https://reader033.vdocuments.site/reader033/viewer/2022042819/55ce1fc2bb61eb8b1d8b465a/html5/thumbnails/75.jpg)