cool content presentation v3
Post on 07-Dec-2014
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Introducing Zone Zone is a digital agency with a unique content heritage
Our team of 110 includes planners, creatives, developers, account managers – and journalists
Our editorial expertise makes us uniquely well placed to help brands connect with audiences in an always-on digital world
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The challenge
Can I play with you?
Run along, squirt
Can BT establish itself as a credible player in the football market?
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Marketing used to be a doddle • Brands static • All touchpoints controlled by brand manager • Purchase media • Interrupt consumers
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But in the digital world… • Brands are alive • Distribution is open to everyone • Touchpoints out of brand manager’s control • Conversations happen 24/7 • A small number of people can make a vast amount of noise about a brand
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The role of content • Content can become part of these conversations by giving people something of value • Brands need to move from telling one big story a year to continual engagement
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“If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business and loyalty.
Content Marketing Institute ”
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Zone’s approach 1. Appoint a full-time editor with a deep understanding of the football audience
2. Identify and leverage key influencers within the digital football community 3. Optimisation and distribution of content for appropriate digital channels
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1. Living and breathing the brand • Full-time editor • Commissioning budget • Support from wider Zone team:
- Subs - Developers - Designers - Picture editors
Dan
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2. Identify and leverage key influencers
6% of online adults
80% of impressions
about a brand or issue
Source: Forrester Online Survey, 2010. Base: All US Online Adults
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2. Identify and leverage key influencers • Instinctively understand how to connect in a digital world • Understand how to build and nurture audiences • Fresh eye on stories rather than formulaic approach • Bring their own audiences with them
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2. Identify and leverage key influencers • Instinctively understand how to connect in a digital world • Understand how to build and nurture audiences • Fresh eye on stories rather than formulaic approach • Bring their own audiences with them
Create and distribute content
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2. Identify and leverage key influencers • Instinctively understand how to connect in a digital world • Understand how to build and nurture audiences • Fresh eye on stories rather than formulaic approach • Bring their own audiences with them
The distribution is integral to the content
Create and distribute content
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3. Optimisation for key channels • Understanding how football fans behave in digital • Where they source content? • How they source content?
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3. Optimisation for key channels
= 47% of all traffic
• Understanding how football fans behave in digital • Where they source content? • How they source content?
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Considerations • It’s a hugely saturated market • Fans source match previews / reviews from trusted sources • Impossible to compete on news • Footballers are genetically boring
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Considerations • It’s a hugely saturated market • Fans source match previews / reviews from trusted sources • Impossible to compete on news • Footballers are genetically boring BUT fans do seek out high quality, highly opinionated content
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What works? Profiles of new and youth players that could potentially transform a club’s fortunes
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Video • Influential bloggers alongside national newspaper journalists • Seeded through their networks and our own social media platforms • Same editorial principles
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Instant impact • In the five months after Zone took over Life’s A Pitch in April 2011, compared to the five months the site was live beforehand, weekly visits increased by 1,465%
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Building on the success • Comparing August 2012 to March 2011 (the final month before Zone took over) we’ve achieved a 16,315% increase in visits
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Distribution • Over 1.7 million views on YouTube with nearly 3,000 subscribers • Over 5,000 Twitter followers
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A phased approach
1. Establish platform for ongoing conversation ✔ 2. Create, ongoing valuable content to feed conversations ✔ 3. Build audience ✔ 4. Build relationships ✔
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A phased approach
Convert 1. Establish platform for ongoing conversation ✔ 2. Create, ongoing valuable content to feed conversations ✔ 3. Build audience ✔ 4. Build relationships ✔
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“If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business and loyalty.
Content Marketing Institute ”
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If you remember three things… 1. Don’t think about digital content in isolation of its method of distribution
2. It’s about target influencers, not just target audience
3. Quality actually matters
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