#thinkcontent tour london: ibm, philips, newscred

#ThinkContent @NewsCred

WELCOME TO THE NEWSCRED #THINKCONTENT TOUR


Andrew Grill Global Managing Partner, IBM Social IBM


CREATING EMINENCE AS A BRAND WITH THOUGHT LEADERSHIP

Andrew Grill, IBM

The Power Within Creating Eminence as a Brand With Thought Leadership

@AndrewGrill

Global Managing Partner, IBM Social Consulting

#SocialSerendipity

A thought leader can refer to an individual or firm that is recognized as an authority in a specialized field and

whose expertise is sought and often rewarded.

social.bz/ibv

#BrandAdvocates

The art of selling… without a sales pitch

It’s not what you know. It’s not who you know.

It’s who knows what you know.

@jkhoey

social.bz/bmf

Social media is the best piece of market research you NEVER commissioned

@AndrewGrill

social.bz/buying

“online social networks play a vital role in the purchase process of 84% of the

most senior B2B buyers”

social.bz/bluenotes1

You’ve just watched a 20 minute ad for IBM

@AndrewGrill


THE CONVERGENCE OF BRANDS AND PUBLISHERS

Andy Weitz, Aon � Anna Watkins, Guardian Labs Parker Ward, CapGemini � Holly Donahue, The Economist

Moderated by: Jeremy King, CSquared


BRAND TRANSFORMATION: LEVERAGING STORYTELLING TO

CONNECT WITH YOUR AUDIENCE

Eva Barrett, Philips

Philips: innovation and you Eva Barrett Global Head of Brand Marketing Communications 29th October 2015

36

in 2015? does Philips

represent What

37

a year by 2025

We’re aiming to improve the lives of

three billion people

We strive to make the world healthier and more sustainable through innovation

Commitment to meaningful

innovation

41

Digital Storytelling Platform

42

Official healthcare partner to the New York Times online

Demonstrating our approach the Living Lab

Light up the

Dark

49

We will

the difference show the world

we make


Shafqat Islam @shafqatislam

CEO & Co-Founder

NewsCred

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REDEFINING THE RULES OF MARKETING

Shafqat Islam, NewsCred

The fastest growing brands have something in common.

50,000 brands. 10 years.

Companies who focus on connecting with their consumers have a growth rate triple that of their competitors. 3X

But there’s something more.

The new generation of disruptors are thinking differently.

The status quo no longer applies.

Your product is not what you think it is.

If you think your product is the thing you sell, you will be disrupted.

Your “product” is the customer experience.

Your product is the value that you bring to the world. Knowledge, community, empowerment, inspiration.

The world’s best brands think of their businesses as a value exchange.

And in this value exchange, content is the new currency.

Content is not a nice to have. It’s an imperative.

…and it directly influences purchase decisions.

Consumers engage with 11.4 pieces of content prior to making a purchase. 11.4

85% of consumers regularly seek out trusted expert content when considering a purchase. 85%

Nielsen 2014, Forrester 2015

By a factor of 3 to 1, B2B buyers want to self-educate themselves by going to sellers’ websites to learn about offerings and make purchase decisions. 3:1

But creating great content is hard.

The challenge: Fragmentation – across channels, platforms, markets, people.

The challenge: Fragmentation – across channels, platforms, markets, people. Operations – executing in a digitally-transformed world.

The challenge: Fragmentation – across channels, platforms, markets, people. Operations – executing in a digitally-transformed world. Creation – telling the stories that matter, and doing it at scale.

The system is broken.

NewsCred is here to help.

We’re the most comprehensive content marketing platform.

We give brands the technology and content they need to power the entire customer experience.

Break the status quo. Think big and disrupt.

Lead with purpose. Inspire a new way of working. Be more creative, more agile.

Redefine the rules entirely.


Alex Cheeseman Head of International Strategy NewsCred

Head of International Strategy

Alex Cheeseman

CONTENT MARKETING

ENLIGHTENMENT

CONTENT MARKETING

Content marketing is a strategic marketing approach focused on creating

and distributing valuable, content to attract and retain a clearly-defined audience –

and, ultimately, to drive bus

IT’S THE MILLENNIAL WAY

WE HAVEN’T CHANGED

5 Content Marketing Tips for 2015

12 Actionable Content Marketing Tips To Yield Sales

5 Tips for Successful Content Marketing

5 Tips to Creating a Successful Content-Marketing Campaign

5 Tips For An Effective Mobile Content Marketing Strategy

IS KING

CONTENT

BE AUTHENTIC

AND FINALLY … GO VIRAL

OH JESUS

WHAT DO YOU NEED TO DO?

DEFINITION OF MADNESS

DEFINITION OF MADNESS

OWNERSHIP

CONTENT IS MARKETING

Customer Value

Content that gives systematic

instruction or provides an

enlightening experience.

EDUCATION

Content that delivers facts about

something or someone.

INFORMATION

Content that provides

amusement or enjoyment.

ENTERTAINMENT

Content that acts as a stimulus

to do or feel something.

INSPIRATION

Content that is useful or

beneficial through the

provision of function.

UTILITY

Business Value

Content that creates awareness

of your brand.

AWARENESS

Content that drives a bottom line

action e.g. purchase.

ACTION

Content that affects the way your

audience thinks or feels about

your brand.

PERCEPTION

Content that supports positive

brand experiences and

reinforces brand affinity.

LOYALTY

Content that allows brand

loyalists to express their passion

and share with their peers.

ADVOCACY

KEEP CALM

HAVE PATIENCE

AND

THANK YOU!

Our team of strategists can help your brand build a marketing growth engine.

From ongoing support and program management, to customized strategy

sessions and workshops, we’ll set your brand up for success.

[email protected]

WANT TO LEARN MORE?