How Connected Content Will Change Your (Marketing) World

© THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL.

How Connected Content Will Change Your (Marketing) World


How Connected Content Will Change Your (Marketing) World

Dan Kimball

Chief Marketing Officer,

Thismoment

Rebecca Lieb

Industry Analyst

Altimeter


Thismoment and Connected Content

Dan Kimball

Chief Marketing Officer,

Thismoment

© THISMOMENT, INC. CONFIDENTIAL.

Brand channels with more than

1BILLIONMEDIA

VIEWS

60LANGUAGES

Brand

channels

in more than

10more than

MILLION

MODERATED UGC

SUBMISSIONS

1,000more than

brand

channels

1 MILLION simultaneous

viewers

Live streams with

Our Roots to Connected Content


Our Roots to Connected Content

RETAIL

CONSUMER GOODS

FINANCE & INSURANCE

FOOD/BEVERAGE & RESTAURANT

MEDIA & ENTERTAINMENT

TECHNOLOGY

AUTOMOTIVE


After 5 Years and Thousands of Launches

We’ve Learned that Content Marketing…

● Isn’t just for top-of-funnel marketing

● Has value across numerous enterprise channels

● Must work on all devices and be contextually relevant

● Is powerful when content is real-time and user-driven

● Is even more powerful when personalized with data

Welcome to “Connected Content”


The future is connected content

Rebecca Lieb

Industry Analyst

Altimeter


Differentiation between channels is eroding for

consumers.


9

What ties so many

disparate

touchpoints

together?

Participatory

Personal

ContextualConnected

Content

Omni-channel


What is connected content?

The imperative for brands to connect paid,

owned, or earned media across devices,

channels, and other relevant customer

touchpoints such as location, time-triggered

events, loyalty, or even products.

Omni-Channel

Content is the unifying element of

how brands manifest across all

touchpoints. Content is the atomic

particle of all brand interactions, on

all channels, platforms, and devices,

online or offline

Contextual

Context is the antidote to endless,

noisy media proliferation. Data helps

companies better understand

customer context down to the

individual level, including (but not

limited to) personal, location,

historical, behavioral, cultural, social,

technological, and beyond.

PersonalBy wielding contextual cues and data,

companies can use connected content

to create more personal and

personalized experiences, not just

through resonant storytelling, but

through offering services or utility

tailored to individual customers’ needs

and circumstances.

ParticipatoryBy connecting content across

channels, harnessing contextual cues

for more personalization and ‘right-

time’ relevance, connected content is

inherently more interactive and

participatory. This two-way model

helps drive the very workflow and

optimization of connected content.


External benefits

Benefit

Relevance

Relationship-building

Description

right person, right content, right time, right place, right platform

near real-time, real-time, predictive

relevance, credibility, intuitiveness, loyalty, utility,

advocacy

Immediacy


Internal benefits

Revenue efficiencies

Culture & unification

Stronger sales & retention

Customer intelligence

Efficiency


What are the elements of connected

content?

1. A unified content strategy

2. The 5 W’s

3. Customer data

4. Connected customer journey

5. Content workflow & convergence

6. Interactivity & two-way channels

7. Metrics

8. Culture of content

9. Tools & technology integration

10.Real-time agility


1. A unified content strategy


2. The 5 W’s

Who What Why When Where

HOW to determine context


3. Customer data

Connected content must

be informed by customer

data. This data can be

sourced and aggregated

from various sources.


MGM Resorts serves up recommendations based on guests’

location, interests

MGM Resorts sends notifications for

nearby restaurants, shopping, show

deals, coupons, etc., via guests’

smartphones, based on geo-location,

loyalty member status, and preferences.

Example: MGM Resorts


4. Understand the connected customer

journey


5. Workflow must account for media

convergence


As digital explodes into the physical world,

connected content must be platform agnostic.


Example: Mattel’s year-long Barbie campaign is designed to disseminate and repurpose content

Having ‘lived’ in Malibu since Barbie

began in 1959, Mattel’s “Barbie is

Moving” campaign culminated with a

disclosure of her new home by

Christmas, 2013.


Mattel creates a content ecosystem, across channels, formats, media, etc.

While Mattel will include some

ads, the majority of the campaign

budget is going to digital channels,

including:

Facebook, Twitter, Tumblr,

YouTube Video Series, Trulia,

Trulia’s blog, Instagram, press

releases, and more.


6. Connected content requires a two-way

communications channel


7. Relevant metrics (and attribution)


Example: Sony identified a user-submitted

troubleshooting post

A phone call costs the brand €7; Viewed 42k times in 2 weeks, Sony affixed a

value of €294k (€7 x 42k) to a single piece of content, then developed more

content to address the pain point.


8. This requires a Culture of Content


Example: ESPN’s ‘Be Here’


9. Connected content requires adequate (and

integrated) tools & technologies


Example: Home Depot ties dot.com shopping cart

to in-store experience

34


10. Real-time agility


Example: Walgreens responds to in-store

Foursquare check-ins with scannable coupon


Question & Answers

How Connected Content Will Change Your (Marketing) World

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