Neil Perkins - Digital Content Trends 2013

DIGITAL

TRENDS 2013CONTENT

http://www.flickr.com/photos/83346641@N00/3562071888/

Aarhus, December 2012

neilperkin.typepad.com@neilperkin

THE SPREAD OF CURATIONTHE GROWTH IN CONTENT MARKETING

GAFAHUMANS & ROBOTS

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

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

http://econsultancy.com/uk/reports/content-marketing-survey-report

LACK OF A STRATEGYOnly 38% of companies have a defined content

marketing strategy in place.

http://econsultancy.com/uk/reports/content-marketing-survey-report

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

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

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

Like vs

Love

Polished blockbuster vs

Fast, snackable

Messagingvs

Amplification

http://www.nickburcher.com/

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/

Growth in Native

Advertising

BehaviouralContextual

Demographic+

Interest+

Mobile

Innovative new formats or just more advertorials?

“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’

The average half life of 1,000 popular bitly links was 3 hours

Shift to always on, and sharp spikes of attention

The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread

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.'

Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version

THE SPREAD OF CURATION

Algorithmic

Professional

Social

THE 3 PILLARS OF CONTENT CURATION

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

The new content curators: social

The new content curators: alogorithmic

More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month

The new content curators: algorithmic

Professional + Algorithmic + Social Curation

AmEx’s OpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month

Content Hubs

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%

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

http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game

GAFA

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

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

Google Search Plus Your World

HUMANS & ROBOTS

HUMANS & ROBOTS

Programmatic buying, algorithmic optimisation

Deep, immersive experiences, Planning for participation

The squeezed middle…

http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/

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

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

Complex trading ecosystemsReal-time, granular, algorithmicDisplay is a game played at scale

Data + Storytelling

"Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"

neilperkin.typepad.com@neilperkin

Thank you!