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CONTENT CREATION CONSUMER COMMUNICATION IN THE
DIGITAL ECONOMY
PANA 2016 GMM Jason Cruz | McCann Worldgroup Philippines
June 30, 2016
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THE THREE KEY POINTS FOR TODAY
CONTENT’S BUSINESS IMPACT
ELEMENTS OF GREAT DIGITAL
CONTENT
WHAT THE FUTURE HOLDS
FOR US
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“
THAT’S WHAT STORYTELLERS DO. WE RESTORE ORDER WITH IMAGINATION.
WALT DISNEY
Founder, The Walt Disney Company
”
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299 8 98
Reference: Facebook Data (2016), TIME Magazine, CMO Mobile Summit, Twitter Data (2014)
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GREAT CONTENT ARE UNIVERSALLY ENTERTAINING.
Reference: IKEA
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GREAT CONTENT ARE EDUCATIONAL; SOMETHING OF VALUE TO ITS AUDIENCE.
Reference: Spotify
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GREAT CONTENT ALSO TUG AT OUR FEELINGS AND EVOKES EMOTION.
Reference: NESCAFE Philippines
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THE FORMULA OF GREAT CONTENT IS ACTUALLY NOT THAT DIFFICULT (IN THEORY).
ENTERTAINS, EDUCATES, OR
EVOKES EMOTION
HAS CLEAR AND RELATABLE
STORYTELLING
MEMORABLE IN ALL THE RIGHT
WAYS
CLEAR CALL TO ACTION FROM THE
VIEWER
“
IF THE ADAGE OF ‘PLACE’ IN THE 4Ps IS TRUE, THEN THIS P ON DIGITAL IS SOCIAL.
IIDM CDM PROGRAM 2016 Social Marketing Module 101
” 11
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92 51 114
Reference: Facebook Data (2016), IIDM Certified Digital Marketer Program, We Are Social
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CLEARLY, IT’S NOT EVEN A DEBATE AS TO WHERE
WE SHOULD BE INVESTING OUR MONEY,
BRAINS, AND TIME.
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WE HAVE ALL OF THESE GREAT IDEAS AND CONTENT – WHAT DO WE DO NEXT?
CONTENT SHOULD GROW
COMMUNITIES
CONTENT SHOULD CONSISTENTLY BUILD TRUST
CONTENT SHOULD BOOST
ENGAGEMENT
CONTENT SHOULD ESTABLISH
RELATIONSHIPS
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WE DON’T HAVE TO DO ALL OF THEM AT ONCE – BUT IT DOESN’T HURT TO TRY!
Reference: Volvo “Interception”
“
MARKETING IS TELLING THE WORLD YOU’RE A ROCK STAR. CONTENT MARKETING IS SHOWING THE WORLD YOU ARE ONE.
ROBERT ROSE
Chief Strategist, Content Marketing Institute
” 16
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BUSINESSES BENEFIT BY CREATING VALUE WITH USEFUL CONTENT.
Businesses that blog regularly receive up to 77%
more traffic, and 97% more links to their website
than those that do not.
Reference: Red Bull Stratos Brand Blog
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SOCIAL CONTENT MAKES BRANDS RELEVANT DURING MOMENTS THAT MATTER.
Reference: KITKAT Philippines “Facebook Down”
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WE CAN DICTATE A DESIRED ACTION FROM CONSUMERS THROUGH CONTENT.
Reference: Netflix, Humboldt County
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BRAND COMMUNITIES CAN BE GIVEN ‘A HOME’ – BUILDING A VALUABLE CAPTIVE AUDIENCE.
Reference: Nike Women
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IT’S A POTENTIAL GOLD MINE FOR NEW PR: PERCEPTION RECALL.
Reference: Twitter, Manila Bulletin, ABS-CBN
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EVERY BRAND’S DREAM IS FOR ITS CONTENT TO ‘GO VIRAL’. IT MAY – WITH THREE PRINCIPLES.
STRATEGIC
DISTRIBUTION
GREAT
CONTENT
STRONG CALL
TO ACTION
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ULTIMATELY, ‘VIRALITY’ IS AN EFFECT OF THE PRINCIPLES WORKING TOGETHER PERFECTLY.
Reference: Metro Trains “Dumb Ways to Die”
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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED AND HUNGRY FOR CONTENT, WHAT NOW?
BUILD TEAMS THAT LIVE CONTENT
Reference: Content Marketing Institute, 2011
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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED AND HUNGRY FOR CONTENT, WHAT NOW?
DESIGN, CREATE, AND THINK SMALL
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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED AND HUNGRY FOR CONTENT, WHAT NOW?
REALLY PUT OURSELVES IN THEIR SHOES
Reference: Advertising Week
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CONTENT IS OUR CHANCE TO BUILD A MEANINGFUL CONNECTION WITH PEOPLE.
PLAY A MEANINGFUL
ROLE
SOCIAL MARKETING IS THE
GATEWAY
THE TRUTH IS AMPLIFIED ON
DIGITAL
SELL RELATIONSHIPS, NOT PRODUCTS
EVERYBODY LOVES A GOOD STORY.
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Thank you!
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