Making Mobile Content

Customer Critical

Sheila Bacon, Chief Strategist BGGMobile.com

May , 2014

Agenda

• Media & Disruption • Why Content Critical • Optimization Tips • Contact Information

Disruption: Consumers have more tools to rule

US Adults have average of 3 connected devices! Not passive; want to control purchase journey moreConsumers growing less open to banner ad’s

Always Connected

SearchingSharing

Commenting; Feedback

Disruption: Consumers Less Open to Ads

“Push” content becoming less effective than “Pull”

Q: To what extent do you trust each of the following?

Source: Global Technographics Benchmark Survey, 2013

Base: online adults (18+) 61,104 US and 17,522 EU-7

Disruption: Consumers Control the Purchase Path

Use Information they Find Themselves, from more sources, Faster than ever before!

10.4 Sources in the average Purchase Path

Source: Google ZMOT study

Disruption: Media Channels Continue to Fragment

73% of all CMOs now budget across Media/Marketing Channels!

Source: Forrester Research, 2013

Content Critical : Top reasons most content efforts are just not delivering

Only one in three CMO’s say content efforts are delivering

1. Content that gives little value2. Efforts suffer from low visibility among customers3. Creation and distribution much more expensive

than planned4. Didn’t link content efforts to business outcomes

Source: Forrester Research, 2013

Content Critical: Must Leverage Mobile & Video Always On: Consumers do it all via their mobile phones!

Q: How frequently do you do the following on your primary mobile phone/ wireless device?

Source: Global Technographics Benchmark Survey, 2013

Content Critical: Deploy Content Marketing StrategiesContent marketing is not just “publishing” frequently

Source: Forrester Research, 2013

Content Critical: Value Drivers

Why Content Marketing must be response focused

• Pulls consumers closer to brand’s message• Amplifies reach by producing content

customer can easily share with others• Influences customer and creates relationships

early in the purchase journey• Drives measurable business outcomes

throughout the entire customer lifecycle

Source: Forrester Research, 2013

Content Critical: Push vs. PullOffering Valuable Content Earns Attention

Source: Forrester Research, 2013

Brand B : Invites its audience to select the content they want, freely gaining first-party data

Brand A : Buys third-party data and guesses what content audience will want

“Relationship”MARKETING

“Depth”MARKETING

“Reach”MARKETING

Content Critical: Which Channels Work best?To build lifecycle engagement integrate cross- channel

DiscoverEngage

Explore

“Relationship”MARKETING

“Depth”MARKETING

“Reach”MARKETING

Content Critical: Leveraging ChannelsIt’s not a linear process

DiscoverEngage

Explore

WebsiteVideo’sEmailsCommunitiesInStore

SearchSocialWOM

Promote SharingInfluencer/AdvocatesInformed & Part of theStory

Content Critical Means Customer Lifecycle DrivenAdopt the new reality

Content Creation

Audience Building

Relationship Management

Value Optimization

Write, Curate, Crowdsource or Collect Content

Apply Audience Thinking to Story, to Opt-in to Data

Serve Audiences Targeted Content

Customers will seek out & share content with a visible value

Narrow audiences, capture interest on specific passions & shared interests

Deliver content against clearly expressed signals

Track content, audience and business value

Build trusted context around brand attributes

Content Critical: Think Across the Eco SystemConsider Creation, Curation, Crowdsourcing and Collections

Content Creation

Content sourcing varies by cost and credibility

Low

High

High

Credibility

Cost

UGC

Industry News

Employees

Archived

SEO Bloggers

Influencers

Agencies

R&D

Source: Forrester Research, 2013

Content Critical: Customer Lifecycle DrivenAdopt the new reality

Audience Building

Apply Audience Thinking to Story, based on preferences, actions and personal identity

Narrow audiences, capture interest on specific passions & shared interests

Content Critical: Use Channels EffectivelyBuild Relationships Across Lifecycle with Content

Use “Relationship” Channels to help customers engage and shareRelationship

Management Deliver Content Against Clearly Expressed Signals

Source: Forrester Research, 2013

Content Critical: Use Channels More EffectivelyBuild Relationships Across Lifecycle with Content

Value Optimization

• Get buy in from senior leaders• Audit your organization, your content, your tools and your metrics• Take and “outside in” approach to assessing the value of your content• Begin work on your content brand at the point of transaction• Develop stronger internal analytics capabilities• Embrace experimentation

TIPS TO START BUILDING YOUR CONTENT NOW

Understand Business Goals and tie them to your content strategy from the start of the program

Content Critical: Reach is not the most important KPI

Value Optimization

Track content, audience and business value with selected KPI (key performance indicators) Influencer programs build context around a brand

Drive engagement, and social sharing around content

To measure effectively brands should track:• Impressions• Clicks• Comments• Share

• Likes

• Re tweets• Pins• Re pins

Content Critical: Build for Earned Media

Value Optimization

Approach media as a way to attract, engage and convert prospects.

The value of earned media is that it is trusted more by consumers

Drive engagement, and social sharing around content

• Engaging consumers where they are interacting with content they care about and trust.

• Consider working with influencers as an effective way to create earned media that can fuel a conversation about their brand with trustworthy content.

• Influencers are experts in generating discussions online, so the content they create on behalf of a brand is talked about, shared, and reposted.

1. Setting Goals 2. Accessing the Right Influencers• Scaling Content using Vendor Platforms for Social Media• Prioritizing

3. Creating/Publishing/Distributing Content• Twitter, LinkedIn, Google+, Facebook, Pin Interest, YouTube

4. Managing Relationships (Ongoing)5. Measuring Results• Influencer Stats, Engagement, Reach, Likes, Comments, ROI

Tips: Five Key Problems to Address

CONTENT STRATEGY: Five Key Problems to Address

We can help you:• Create an integrated mobile/digital channel strategy • Understand how to maximize mobile content for influencers• Map and align omni-channel marketing plans/promotions• Build earned media via influencer marketing• Create mobile analytics, ROI valuation • Optimize SEO for mobile search• Deploy mobile payments • Video content/ production services• Marketing team training• Relevant Case Studies

Contact Information

For more information, please contact:

Sheila Bacon, Chief Digital Mobile StrategistSheila@bggmobile.com

How to Contact Us