you call that content?

You Call That Content

TODAY’S HOST:Leo RyanSpredfast@LeoTwit

Greg Swanspace150

@gregswan

Carrie SloanJohnson & Johnson

@carriesloa

Session Speakers

Amy LamparskeSocial Butterfly

@amylamparske

There is Nothing New

Leo RyanVP, Customer Solutions

Spredfast@LeoTwit

Technology InnovationApproach to Content

Greg SwanVP, Social Engagement

space150@gregswan

CONTENT IN 2017 = Creativity + Technology

THE IDEAS + CONCEPTS ARE THE CENTER OF

EVERYTHING

NEW TECH + PLATFORMS

EXPAND WHAT’S POSSIBLE

TECH > DISTRIBUTION CHANNELS

APPROACH

NEW THING!

BRAND PILOTS LAUNCH / JOURNALISTS LOOKING FOR STORY TO TELL

CONSUMERS DISCOVER / EXPERIMENT / SHARE

LONG TAIL

PEAK

ADAPTED FROM DAVID MEERMAN SCOTT’S LIFE OF A NEWS STORY, GARTNER’S HYPE CYCLE, ANDERSON’S THE LONG TAIL

• IDENTIFY• CONTEXTUALIZE

• CONCEPTUALIZE• PILOT• ITERATE• KILL

PROCESS

LET’S APPLY THIS APPROACH TO 4 AREAS IN 2016

VR/AR

CHATBOTS EMERGING MEDIA & TECH

360º VIDEO

VR/AR

360º IMMERSIVE CONTENT: 3 degrees of freedom

Your Smartphone

YouTube normal view YouTube fullscreen view

YouTube cardboard view

Facebook timeline view

Experimenting with POV

VR/AR


360º VIDEO

VR/AR

IMMERSIVE EXPERIENCE: 6 degrees of interaction

image via glassappsource.com

“VR Face”

“VR Face” Sensory Takover

Presence

Virtual + Real World, Creation, Sharing

Augmented Reality

Source www.kotaku.com.au

Microsoft Hololens

Meta 2

Magic Leap

Our Exciting Augmented Future(HYPER-REALITY, Keiichi Matsuda)

VR/AR


360º VIDEO

VR/AR

2013 2016

ONE SMALL STEPFOR SQUATCH.A GIANT LEAP

FOR SNAPCHAT.

3 TAKEAWAYS AS WE PLAN FOR 2017

1. PAY CLOSE ATTENTION TO:Patents Art Culture

2. LOOK FOR BLACK SWAN MOMENTS(never say never)

“We always overest imate the change that wi l l occur in the next 2 years and underest imate the change that wi l l occur in the next 10.”

3. EMBRACE CHANGE AS AN OPPORTUNITY, NOT A NUISANCE

thanks. -@gregswan

Leveraging Data to Inform Content

Amy LamparskeSocial Media & Digital Marketing Consultant

Social Butterfly@amylamparske

Identify Relevant Moments Align key brand and business moments with high industry conversation and pop culture events to increase brand relevancy

Hyperlocal Analytics Informs Content

Election Social Analytics Data

#thankYOU@amylamparske

You Call THAT Content!?Johnson & Johnson Global Content Lab

Carrie SloanVP, Director of the Global Content Lab

Johnson & Johnson@carriesloa

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The Big Picture: Why Storytelling?

“Storytelling prompts the body to produce the neurochemical oxytocin. Oxytocin is the ‘feel-good’ hormone;; it also is released when people demonstrate trust or kindness toward one another.In one study, Berkeley scientists discovered that the body produces oxytocin when exposed to character-driven stories. A story of a sportscaster may not cause you to go out and buy Microsoft Office, but it will stick in your mind, maybe pump some oxytocin into your system, and create a few warm-and-fuzzy feelings toward a software company.”

It all comes down to science, actually:

8 Absolutely Brilliant Content Marketing Innovations from the World’s Best Brands(Content Marketing Institute)

57

Where We’re Investing: A Whole New PlatformTHEN: A hulking 1,800 pages, full of dead-ends. NOW: A streamlined site with best-in-class capabilities,

58

Where We’re Investing: Inventive Story Templates

Listicle

Microsite

Photo Gallery

Timeline

Video

Face Grid

Infographic

Q&A

Article

Fast-facts Story

59

The Content CHANNEL That Might Surprise You

Latest News Innovation Caring & Giving Personal Stories Health & Wellness Our HeritageWhat are the must-reads of the day at J&J? Company announcements, events, activations, acquisitions, launches, awards and honors, all tied to enterprise.

Sample content: Breaking New Ground on Innovation: The Debut of JLABS @ Toronto

Comprehensive innovation on an enterprise level, celebrating new thinking, ideas, people and actions. It could contain a video about 3-D printing, a 3,000-word story on how new medicines are made, or a Q&A to surface an innovative approach to workspace design/HR recruiting/ eradicating Ebola.

Sample content: Q&A: The Quest to Quash Zika, Meet the Brazilian Scientist Working to Develop a Vaccine

Our mission is to care for the world, one person at a time, and this section is devoted to our social values, and all of the good work we do around the globe every day. Stories might range from an enterprise feature about our neonatal resuscitation program in China or a profile of an employee who volunteers in his local community.

Sample content: Video: Life's First Breath: Pipi's Story

In this section, we’ll put one face on a story, in text or video format, to create an emotional connection with external stakeholders. This is the channels for patient stories, employee stories, and “face grid” stories that tell a story through the lens of the people involved.

Sample content: Video: One Dad’s Story: What Taking Paternity Leave Meant to Me.

A channel dedicated to personal health and wellness content, including Human Performance Institute activations, ideas and stories, and lightly-branded consumer content about our enterprise commitment to health & wellness, how to live a longer, happier healthier life. This content may eventually be syndicated to other health & wellness sites/channels online.

Sample content: The ABCs and 123s of Smart Summer Skin Care

A channel devoted to the past 130 years of Johnson & Johnson’s history…and the next 130. Partnering with the Heritage Communications team, we’ll have regular features, like “Ask Margaret,” to learn key facts from our history, as well as profiles and features on people, products, practices and meaningful milestones in J&J history.

Sample Content: Feature story: A Stitch in Time: 100 Years of Innovation in Sutures.

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Content that Connects: Virtual Reality

A First of its Kind PartnershipJ&J engaged with Facebook on their Humankind Project, the first corporate partnership of its kind.

We, along with Save the Children, partnered to send a VR crew into Germany, following a refugee family through their effort to start anew.

The video was designed to elicit empathy, and timed for release during UNGA week.

In 2016, in partnership with Save the Children, J&J donated $1.75 M to help child refugees affected by the war.

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Content that Connects: Interactive Infographics

62

The Rise of Visual Media: New Ways to Tell Stories

"Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication with social sharing sites like Pinterest."

-Dr. William J. Ward, Social Media professor at Syracuse University

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What’s the BestWay to Tell a Story?

The answers is: It depends.• Not all content should be “snackable”: The Johnson & Johnson Content Lab believes in deep reporting, personal essays and complex “enterprise” stories

• Today, sites like Medium and the Highline are also reinvigorating retrolong-form journalism

• We do know this: One key to storytelling is to show, not tell

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3 Ways the Content Lab Thinks Differently

We’ll always tell stories that impact J&J’s top reputational drivers and your bottom line. That said: • We’ll brainstorm backwards: Where will the story appear, and how should that impact how we tell it?

• We’ll be micro-focused on internal goals and external news events.

• We’ll shape – and jump into –conversations in the zeitgeist.

When we do this successfully, we win.

Question + AnswerLeo RyanSpredfast@LeoTwit

Amy LamparskeSocial Butterfly

@amylamparske

Carrie SloanJohnson & Johnson

@carriesloa

Greg Swanspace150

@gregswan