searchlove san diego 2015 | joanna lord, 'the future of content creation
TRANSCRIPT
The Future of Content Creation
@joannalordVP of Marketing
!!!!!!
Love your home.
Over 150M projects uploaded.Over 3M professionals listed.
Over 1M homeowners.In 1,700 Lowe’s nationwide.
Data coverage on over 99% of the U.S. homes.Over 250,000 person community.
Over 1.5M monthly visitors to porch.com.Over 100M in fundraising.
Over 500 employees.Less than 2 years old.
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
2007: Twitter, micro
content, WOM, UGC
2009: Mobile,
interactive, real-time search
2011: Panda, quality,
branded, shift social spend
2013: Brands as
influencers, design is king
2015: Video, VOC,
funnel agnostic
2005: CAN-SPAM, GA, LI, FB
Authenticity
2000: Adwords,
early blogs
InteractiveAuthentic
Optimized
Accessible
Quality
Beautiful
Delightful
RelatableShareable
Diversified
so how can we possibly keep up? stand out?
so how can we possibly keep up stand out?
type.!vehicle.!distribution.!
Community Owned Curated DataCulture
type
Community Owned Curated Data
Text
Video
Photo
Podcast
Micro
Live
Culture
type
vehicle
Community Owned Curated Data
Text
Video
Photo
Podcast
Micro
Live
Product
Social
Syndication
Partner
Delivered
Advertised
Culture
type
vehicle distribution
Community Owned Curated Data
Text
Video
Photo
Podcast
Micro
Live
Product
Social
Syndication
Partner
Delivered
Advertised
Culture
type
vehicle distribution
UGC Contributor
Expert Influencer Celebrity Reviews
Testimonials
Blogger Advice
Contributor Team
Ty/Jillian
Selling Advice
Pro Blog Porch
Productions
Lowes Brand
Partners Digests
Company Blog Recruiting
Mission stories
Infographics Whitepapers SOU Pieces
Porch Examples
Branded Created
Corporate Featured Episodic
Partner Ecosystem Collections Promoted
Mission Storytelling
Values Thought
Leadership
Product Industry
Audience Insights
Co-branded
type.
community.!owned.!
curated.!culture.!
data.
Combined reach !26M !readers
Combined following!80M !
community
Combined Instagram!57M !
followers
Combined blogger badge!
55k !links
blogger & influencer community isn’t new. but doing it better than before is.
blogger & influencer outreach isn’t new. but doing it better than before is.
the future of content creation types will include: sub culture influencers
tastemakers featuring the opposition
machine curation at scale proprietary data as a product
less moderation, more facilitation
vehicle.
text.!video.!photo.!
podcasts.!micro.!
live.
#sadpants
diversifying your content portfolio isn’t new. doing it as the backdrop to their life is.
blogger & influencer outreach isn’t new. but doing it better than before is.
the future of content creation vehicles will include: video foundation IoT integration
nomadic experiential
episodic content personifies them
!!!
distribution.
product.!social.!
syndication.!partner.!
delivered.!advertised.
contributing calendars & syndication isn’t new. serving the ecosystem as a publisher is.
blogger & influencer outreach isn’t new. but doing it better than before is.
the future of content creation distribution will include: brand partnerships
serving the ecosystem paid halos
BD integration thinking as a publisher
!!!
Content is a commitment, not a campaign.
“Jon Buscall, Head of Jontus Media
but let’s get tactical here.
where do i start?
personaswords, rituals, icons
content productization
decentralization, infrastructure, autonomy
data accessibilitycontent signals,
framework, methodology
managementconcepting,
creation, review
participating in the ecosystem
servant marketing, BD, partnerships
Innovation, in the context of branding, is that which connects the familiar with the unknown. “
Phil Duncan, VP of Global Design Proctor & Gamble
Thank you. Want to chat about beautiful things?
Let’s do it.
@joannalordVP of Marketing
!!!!!!
Love your home.