neil perkins - digital content trends 2013
DESCRIPTION
Fra Headstart morgenseminar dec. 2012TRANSCRIPT
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DIGITAL
TRENDS 2013CONTENT
http://www.flickr.com/photos/83346641@N00/3562071888/
Aarhus, December 2012
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neilperkin.typepad.com@neilperkin
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THE SPREAD OF CURATIONTHE GROWTH IN CONTENT MARKETING
GAFAHUMANS & ROBOTS
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Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite Studies, 1700 CMOs
4 out of 5 CMOs anticipate
a high/very high level of
complexity over the next
5 years, but only half felt
ready to handle it.
Percentage of CMOs reporting underpreparedness
THE CHANGING DYNAMIC OF PAID, OWNED, EARNED
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90% of respondents believe that content marketing will become more important over the next 12 months
73% of digital marketers agree that ‘brands are becoming publishers’.
64% agree that content marketing ‘is becoming its own discipline’.
THE GROWTH IN CONTENT MARKETING
http://econsultancy.com/uk/reports/content-marketing-survey-report
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http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
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LACK OF RESOURCE & SKILLSOnly 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESSOrganisational structures, silos, legacy processes, communication flow
LACK OF A STRATEGYOnly 38% of companies have a defined content
marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience”
Josh Sternberg
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Like vs
Love
Polished blockbuster vs
Fast, snackable
Messagingvs
Amplification
http://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 placementsAtomisation of content into ads
Atomisation of conversation through APIs and social
widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
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Growth in Native
Advertising
BehaviouralContextual
Demographic+
Interest+
Mobile
Innovative new formats or just more advertorials?
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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 interesting 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 time.”
http://snarkmarket.com/2010/4890
‘Stock and Flow’
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The average half life of 1,000 popular bitly links was 3 hours
Shift to always on, and sharp spikes of attention
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The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread
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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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THE SPREAD OF CURATION
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Algorithmic
Professional
Social
THE 3 PILLARS OF CONTENT CURATION
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The new content curators: professional
http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
3 posts, 50 tweets a day500,000+ UUs
150,000 newsletter 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 Curation
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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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70% of the content should be low risk, bread and butter marketing
20% should innovate off what works
10% 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 mentions on Twitter, brand buzz up +2067% compared to last year’s game
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http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
GAFA
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http://www.flickr.com/photos/darwinbell/
GAFA & The Vertical Stack
Hardware
Context (location, social, identity, advertising,
recommendation)
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
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Hardware
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype integration
Context (location, social, identity, advertising,
recommendation)Location, Social graph, identity, personalisation &
recommendation, advertising
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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HUMANS & ROBOTS
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HUMANS & ROBOTS
Programmatic buying, algorithmic optimisation
Deep, immersive experiences, Planning for participation
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The squeezed middle…
http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
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The squeezed middle…
http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
Mediocre banners, lazy targeting, average experiences
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Everyone’s in the content game now…
“…the idea of evolving a media plan into something more like a product or a data-management platform that sits behind a website feels like a fairly natural evolution for
a digital shop” Scott Symonds, AKQA
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Complex trading ecosystemsReal-time, granular, algorithmicDisplay is a game played at scale
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Data + Storytelling
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"Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"
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neilperkin.typepad.com@neilperkin
Thank you!