neil perkin phare presentatie
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PHARE 2013
h"p://www.flickr.com/photos/83346641@N00/3562071888/
neilperkin.typepad.com@neilperkin
CURATION, CULTURE, AGILITY
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Neil Perkin
@neilperkin
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90% of respondents believe that content marke4ng will become more important over the next 12 months
73% of digital marketers agree that ‘brands are becoming publishers’.
64% agree that content marke4ng ‘is becoming its own discipline’.
THE GROWTH IN CONTENT MARKETING
hKp://econsultancy.com/uk/reports/content-‐markeQng-‐survey-‐report
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hKp://econsultancy.com/uk/reports/content-‐markeQng-‐survey-‐report
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LACK OF A STRATEGYOnly 38% of companies have a defined content marke4ng
strategy in place.
hKp://econsultancy.com/uk/reports/content-‐markeQng-‐survey-‐report
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LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated
individuals
LACK OF A STRATEGYOnly 38% of companies have a defined content marke4ng
strategy in place.
hKp://econsultancy.com/uk/reports/content-‐markeQng-‐survey-‐report
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LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated
individualsCOMPLIANCE & RESPONSIVENESS
Organisa4onal structures, silos, legacy processes, communica4on flow
LACK OF A STRATEGYOnly 38% of companies have a defined content marke4ng
strategy in place.
hKp://econsultancy.com/uk/reports/content-‐markeQng-‐survey-‐report
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LACK OF A STRATEGYOnly 38% of companies have a defined content marke4ng
strategy in place.
”…brands aren't set up to be publishers. They don't necessarily understand the editorial
process or have the stomach for the length of Qme it takes to build an audience”
Josh Sternberg
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Like vs Love
Polished blockbuster vs Fast, snackable
Messagingvs
Amplifica4on
h"p://www.nickburcher.com/
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Paid
Owned Earned
ADVERTISINGPaid search, display, affiliate
DIGITAL PROPERTIES
Websites, CRM, microsites,
Social presence
PARTNER NETWORKS
Word of mouth, Digital PR, Influencer
outreach
Paid placementsAtomisaQon of content into ads
AtomisaQon of conversaQon through APIs and social widgets
hKp://www.smarQnsights.com/digital-‐markeQng-‐strategy/customer-‐acquisiQon-‐strategy/new-‐media-‐opQons/maandag 4 maart 13
Google Panda update
Discoverability: quality, originality, shareability of content
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The average half life of 1,000 popular bitly links was 3 hours
Shi_ to always on, and sharp spikes of aKenQon
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Struggling to get his 2-‐year-‐old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to
Sleep.'
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Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
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hKp://www.economist.com/news/21567361-‐google-‐apple-‐facebook-‐and-‐amazon-‐are-‐each-‐others-‐throats-‐all-‐sorts-‐ways-‐another-‐game
GAFA
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hKp://www.flickr.com/photos/darwinbell/
GAFA & The VerQcal Stack
Hardware
Context (loca4on, social, iden4ty, adver4sing, recommenda4on)
Messaging
Opera4ng System
Content (Pla\orms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
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Hardware
Messaging
OperaGng System
Content (PlaLorms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
FaceQme, Hangouts, Chat, FB Messenger, Skype integraQon
Context (locaGon, social, idenGty, adverGsing, recommendaGon)
LocaQon, Social graph, idenQty, personalisaQon & recommendaQon, adverQsing
Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app ecosystems
AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle
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Google Search Plus Your World
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Distributed and DesQnaQon thinking
You have to be on our property for us to mone4se
We can mone4se anywhere
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Algorithmic
Professional
Social
THE 3 PILLARS OF CONTENT CURATION
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The new content curators: professional
hKp://www.nyQmes.com/2012/12/02/fashion/maria-‐popova-‐has-‐some-‐big-‐ideas.html
3 posts, 50 tweets a day1,000,000+ Uus
200,000 newsleber subscribers270,000 followers
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The new content curators: social
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The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
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The new content curators: algorithmic
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Professional + Algorithmic + Social CuraQon
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AmEx’s OpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
Content Hubs
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“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 is the durable stuff. It’s the content you produce that’s as interesQng in two months (or two years) as it is today. It’s what people discover via search. It’s what
spreads slowly but surely, building fans over Qme.”
hKp://snarkmarket.com/2010/4890
‘Stock and Flow’
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Bonfires and Fireworks
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“The noQon of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you need is that group behaving creaQvely. And the person with the vision I think is unique, there are very few people
who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar
Crea4ve process involving a large number of peopleOhen from different disciplinesMarshalled around a visionWorking as a team
CreaQve Culture…
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• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interes4ng to work on
Engineering Culture…
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• A way of remaining agile as the company scales• Large number of small, mul4disciplinary teams, 8-‐10 people • Each responsible for a focused area of service• Customer-‐centric, focused improvement, speed of innova4on
Amazon
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Growth Hacking
Process for acquiring and retaining users that combines tradiQonal
markeQng and analyQcal skills with those more
akin to product development
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70% of the content should be low risk, bread and buKer markeQng
20% should innovate off what works10% should be high risk ideas that will be tomorrow's 70% or 20%
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Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent
users People engaged with the live stream for an average of 28 minutes
66,000 menQons on TwiKer, brand buzz up +2067% compared to last year’s game
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Customer experience rather than individual channels
Content calendars, not just campaigns
Distributed and desQnaQon
Nimble, agile supporQng structures and culture
Test and learn
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neilperkin.typepad.com@neilperkin
Thank you!
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Ghent Web Valley & Bloovi presents
2013c o n f e r e n c e
Speaker @Phare Conference 2013
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