Content Chaos: Navigating the Path to Engagement - Monday 23rd March

Wifi Network: Gansevoort Park

Password: thecontentcouncil

WELCOMEAndy Seibert, Chairman, The Content Council

CONTENT AS AUTHENTIC

STORYTELLING

CONTENT AS AUTHENTIC STORYTELLING

Liz Kaplow

President and CEO, Kaplow

@LizKaplow

Dyllan McGee

Founder, MAKERS

@DyllanMcGee

THE AGE OF

THE INTERNET STAR

THE AGE OF THE INTERNET STAR

Kimberly Coleman

@Mominthecity

Amber Lee

@ALittleCriminal

Shanna Malcolm

@ShannaMalcolm

Karen Robinovitz

@KarenRobinovitz

Kevin McGurn

@kjmcgurn

ELLE Canada #SHOPYOURMOOD

Jacqueline Loch, VP & Group Publisher, TC Media

performing in the new age of media

consumption…

consumer expectation is what they want,

when + how they want to consume it…

advertiser expectation is engagement

and maximum ROI

over 50% of our digital content is consumed

via mobile platform: smartphone or tablet

over 40% of our digital content

is accessed via a social media platform

so where does a traditional print magazine fit in?

publishing is a verb not a media platform

how about starting with what we do best…

with great editorial content integrations…

…branded content on steroids

Canada’s first ever…

shoppable videos

EDITORIAL

ECOMMERCE

VIDEOMAGAZINE

DIGITAL SOCIAL MEDIA

PR

CONTEST

EVENTS

YOU TUBE

total audience engagement story

across all platforms + all media:

earned, owned + paid

customer experience

customer education

magazine as a storefront

branded content

smart + authoritative

alignment of two brands

new-ness, buzz + cool factor

Over-performed on all KPIs:

• Video views: over 75K

• Time spent: 72% watching entire video

• Average time spent on the channel: 1:18 mins

• Social media: #SHOPYOURMOOD hashtag generated over

2.8 million media impressions

• 30K e-push notices sent; open rate 77.6% and the CTR of

11.93%

• Earned media/PR

• Contest entry

• ROI

RESULTS:

THE CONTENT COUNCIL

RESEARCH UNVEILED

THE CONTENT COUNCIL RESEARCH

Georgia

Galanoudis

@Imprint_Georgia

David Brown

@MXMTweetsAlexa Christon

@achriston

Linda Descano

@LindaDescanoMichael Sebastian

@msebastian

RESEARCH METHODOLOGY

Online survey conducted by Advertising Age with Advantage Business Research.

• Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation.

Survey dates: December 5, 2014 to December 12, 2014.

Findings based on 448 total qualified respondents who completed the full survey.

• Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.

PROFILE OF RESPONDENTS

35%MARKETERS

17%MEDIA

48%AGENCIES

Head of Business,

C-Level, SVP, VP, GM,

Managing Director

47% 33% 20%Marketing/Advertising

Directors & Managers

Content/Creative

Directors, Account/Media

Supervisors & Managers

SURVEY SAMPLE: COMPANY SIZE

37%

29%

14%

20%

Estimated Revenue

Less than $5million

$5 million to lessthan $50 million

$50 million to lessthan $500 million

$500 million orMore

40%

28%

21%

11%

Number of Employees

Less than 50

50-499

500-4,999

5,000+

Average: $218,273,684 Average: 1,328 employees

GEOGRAPHIC REGION

NORTH-EAST

35.0%

MIDWEST23.0%WEST

19.4%

SOUTH22.5%

MARKETS THEY SERVE

“Content marketing is the discipline of

creating content, on behalf of a brand,

designed with the specific strategy of

influencing consumer behavior in order

to drive quantifiable profitable results.”

HOW TO DEFINE CONTENT MARKETING

COMMITMENT TO CONTENT MARKETING

Commitment will be two

years from now

Commitment currently

Commitment was two

years ago

“Very/extremely strong”

8–10 Ratings

T O T A LR ESPOND ENTS

18%

40%

76%76%

BUDGETS FOR CONTENT MARKETING

12.6%

23.3%

33.1%

TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW

$9.4M $12.1M$18.4M

ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE

DOLLARS

EFFECTS OF NEW DIGITAL

MEASUREMENTSAREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO

DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS

40%

51%

54%

60%

66%MEASUREMENT/ANALYTICS

STRATEGY

CONTENT

DEVELOPMENT/PRODUCTION

TECHNOLOGY (CMS)

DISTRIBUTION

BELIEVE THAT CONTENT

MARKETING IS TRULY

MEASURABLE

58%YES

42%NO

METHODS USED TO MEASURE

CONTENT MARKETING ROI80.4%

74.6%

63.8%

54.6%

41.9%

35.4%

33.8%

28.5%

14.2%

10.0%

Website traffic

Engagement (time on site,…

Sales

Awareness

Acquisition

Brand lift

Customer retention rates

Loyalty

Composite engagement score

Cost savings

BIGGEST CHALLENGES FOR

CONTENT MARKETING

63.4%

53.3%

50.0%

49.1%

36.6%

35.5%

30.6%

27.0%

Creating engaging content

Lack of budget

Lack of time

Proving ROI

Breaking through the clutter

Not enough resources

Lack of integration across…

Lack of internal/external…

CONVERSATIONS NOT CAMPAIGNS:

REAL TIME AND REACTIVE

MARKETING

REAL TIME AND REACTIVE

MARKETING

Andrew Hanelly

@hanellyLindsay Lichtenberg

@LinZk

Chris Perry

@cperry248Ramon Velutini

@Duracell

#TheDressGood and Bad

69

FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT

70

FISHER-PRICE: #WISHESFORBABY

71

DuracellGood and Bad…

72

73

UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

74

UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

75

Other RTM Classics around Mass Cultural Moments

76

DATA: THE RISE OF BIG

INSIGHTS

DATA: THE RISE OF BIG

INSIGHTS

Megan Cunningham

@MeganCunninghamBob Cornwall

@Google

Vikram Somaya

@VikramSomayaMaya Mikhailov

@GPShopper

MANUFACTURING A STORY: WIKA AND

ENVERITAS GROUP CASE STUDY

Brice Bay, CEO, EnVeritas Group

WIKA INSTRUMENTS, LP

CHALLENGES

=©Charles Schulz

CHANGING PERCEPTIONS

becomes

RESEARCH

• Industry-wide gap analysis to:

– Understand what competitors in the space are doing

– Determine best channels for content marketing

– Evaluate WIKA’s website, social media and other

marketing efforts

– Devise a plan with KPIs, including macro and

microconversions

CREATING THE STORY

ENGAGING

RESULTS

• Keyword conversion up nearly 2000%

• Site visitors up 32% first year, 48% following

year

• RFQ conversion up 46%

• Social media audience engagement up 230%

• 800 visitors to new blog

CONCLUSION

• Avoid boring

• Know your

audience

• Engage

• Measure

• Adjust

PRESENTER

• Brice Bay - @bricejbay

• [email protected]

• www.enveritasgroup.com

Arianna Huffington,

President and Editor-in-Chief,

Huffington Post Media Group

@AriannaHuff

We look forward to seeing you at the

Museum of the City of New York