adam cranfield's content wars presentation

#Mynewsnight Wi-fi access: Network - SH - Shoreditch house Password – 1decafcafe

#Mynewsnight

James HerringOwner

Taylor Herring

#Mynewsnight

Famous Publicity / Branded Content

Chasing print coverage is exhausting and here’s 3 reasons why…

video content

audio content

Reader Vote Debate/Social

Infographic

Content

Stories

Personality

Engagement

Endorsement

££££££ SELLS STUFF

packages

which relays…

promoting…which drives…

and that...

Why is content important?

Spoof News

Site Content

YouTube 13,000,000 Million views and counting

Media Coverage

UGC Daily, creative challenges

Embrace The Internet!

Generation C

‘This is what the Internet is all about, people. A killer song, a stupid meme, a nostalgic throwback to 2001, and, most important, bites of dumb hilarity that come in 30-second bursts.’

‘….these viral pictures, videos, and memes reconnect us to an essential part of ourselves feeding our appetite for imagination and discovery.’

Cat Video Technologist

@taylorherringpr

Thank You…

Laura ChilversPR ManagerJohn Lewis

#Mynewsnight

Content for social media channels

Laura Chilvers, PR Manager, Corporate & Social Media

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What I’ll cover

How John Lewis uses content to create relationships with bloggers

How John Lewis structures its teams so that relevant and newsworthy content is promoted

How John Lewis promotes products on Twitter and how this makes sales

What content works best

Questions?

42

A brief intro

Annual results

Seasonal events – Easter, Halloween, Christmas, Clearance etc

New shop openings

Product launches and collaborations

CSR

The unexpected!

How John Lewis structures its teams so that relevant and newsworthy content is promoted

How John Lewis uses content to create relationships with bloggers

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The launch of Somerset by Alice Temperley and our #askAlice campaign

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#askAlice

208 participants for the party

Reach of 4,257,012 impressions generated

479 branded Tweets featuring the hashtag #askAlice

Working with the buyers and online marketing teams we were able to see a spike in sales of Somerset items

How John Lewis promotes products on Twitter and how this makes sales

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@johnlewisretail

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#askourmums

425 total number of click-throughs on links tweeted (to site and jpegs)

26 total number of retweets

8 total number of favourites

708 number of new followers gained in campaign week

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AW13 Fashion event

41 tweets received

27 uses of the hashtag

17 journalist/blogger retweets (2 re-tweets from Wedding magazine who have over 45,000 followers)

16 favourite marks on journalist/blogger tweets

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#snowmanjourney

A different location each day for one week, ending in all of our shops for the weekend.

539 retweets in total of tweets from the @johnlewisretail account204 favourite marks in total of tweets from the @johnlewisretail account1793 click throughs to images tweeted from the @johnlewisretail account976 uses of the #snowmanjourney hashtag

What content works best

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Newsworthy – like PR, there needs to be a story. Why would someone want to read about this and click through / share?

Exclusives –products / experiences – what do you offer that others don’t?

Concise – with only 140 characters on Twitter the story needs to stand out in a short character limit. If there is too much information to get across in one tweet, then perhaps it’s not the right story.

Pictures – helps tell the story and add colour

Clear actions – do you want people to come along? Comment? Join the discussion with a #hashtag?

Questions?

Adam CranfieldChief Marketing Officer

Mynewsdesk

#Mynewsnight

Neil HendersonHead of Communications, Mastercard UK &

Chris McCaffertyFounder, Kaper PR

#Mynewsnight

©2013 MasterCard.Proprietary and Confidential

MasterCard, The BRITs & ContentNeil Henderson, Head of Communications, MasterCard UK

©2013 MasterCard.Proprietary and Confidential

• Unrivalled 90% awareness

• Broadcast nationally to an audience bigger than every before:

• Pre show reach = 550k

• Main show reach = 7.4 million

• Post show reach = 680k

• The venue hosts 15,000 stars and fans

• MasterCard as the sole sponsor hosted 3,500 customers, stakeholders and competition winners

• MasterCard was also the number 1 outlet for ticket sales through Priceless London

• MasterCard has supported The BRITs for 15 years - the longest Music sponsorship in Europe

• Insight drives our Priceless strategy;

The artists got where they today all due to their fans. Through MasterCard they’re now able to give something back ....Something for the Fans

THE BRITS IS AN INSTITUTION

58• Source: TGI April 2009-March 2010

0 10 20 30 40

Mercury…

NME Awards

MOBO…

GRAMMYs

MTV Europe

Oscars

BAFTAs

BRIT Awards

5

5

7

8

13

23

25

34

%

Q. “Which of these televised award shows did you watch last time it was on TV?”

KSBR Research 2007

©2013 MasterCard.Proprietary and Confidential

Our Challenge: To create a modern amplification campaign that excites & engages a youth audience

©2013 MasterCard.Proprietary and Confidential

2012: Priceless DuetsGiving fans the chance to duet with JLS, Emeli Sande, Labrinth

BRITS 2012

©2013 MasterCard.Proprietary and Confidential

Youth Music Research

Audience insight

• Music usage amongst youth is complex: they use a huge variety of platforms to both enjoy and discover new music

• United by their love of YouTube covers – a meme in its own right

• Fans own music videos, get significant interest and shares

HOW DO WE CREATE MORE PRICELESS MOMENTS FOR FANS?

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Initial thoughts

©2013 MasterCard.Proprietary and Confidential

2013: Priceless RemakesGiving fans the chance to remake their favourite star’s video

The BIG idea

©2013 MasterCard.Proprietary and Confidential

PRICELESS REMAKES – THE BRITs 2013

• To continue the success of previous BRITs sponsorships in 2013, Priceless Remakes was born. Capitalizing on existing buzz around the BRITs and the social footprints of a range of stars, we offered fans the chance to shoot their own version of the music video of one of three stars.

1.3 million followers

4 million views

1.5 million likes

Multiple BRIT award winner

2013 Music Ambassador

©2013 MasterCard.Proprietary and Confidential

Our 2013 campaign gave fans the chance toWin a Priceless Remake with their ultimate music icon

An experience that gets the fan closer than ever before, but also an experience that allows the artist to give back to their

fans.

It is an idea that is flexible enough to feed into our content strategy to engage our Youth audience,

whilst using the proven assets of celebrities and backing from the BPI and record labels.

Fans had the chance to win a Priceless Remake, appear in a Priceless TV ad on the night of the show and attend The BRIT Awards 2013 as a guest, rubbing shoulders with their favourite stars during an entire evening of

showbiz entertainment.

The campaign was be split into four distinct phases

The Idea

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The BIG idea

©2013 MasterCard.Proprietary and Confidential

Multiple press executions, Time Out cover wrap and digital advertising led up to the big night. Outdoor ads promoted online content views and NEYO competition entries through impactful static and digital sites around the O2 arena, concourse, VIP areas and Greenwich station.

An integrated idea that works Through the Line

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Creative

©2013 MasterCard.Proprietary and Confidential

• Play video

THE RESULTS

Page 67January 23, 2013

©2013 MasterCard.Proprietary and Confidential Page 68

January 23, 2013

FOUR KEY INSIGHTS FOR CONTENT MARKETING

Key insights

Start with audience behaviours

It’s more effective to join existing conversations (not start new ones)

Distribution is key

Traditional PR still has a role to drive interest and engagement

©2013 MasterCard.Proprietary and Confidential

Thanks

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