SB'14 San Diego: Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG Natasha Deganello Giraudie, CEO, Micro-Documentaries Chris Arnold, Director of PR, Chipotle Eduardo Balarezo, CEO and Founder, Lonesome George Geof Rochester, CMO, The Nature Conservancy This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.

3. 06.03.2014Sustainable Brands San Diego
Why Consumers Love Brands that Tell Good Stories
The Value and Values of
Content Marketing
Mitch Baranowski @whichmitch @ItsBBMG

4. Geof Rochester, The Nature Conservancy
Eduardo Balarezo, Lonesome George
Natasha Deganello Giraudie, Micro-
Documentaries
Chris Arnold, Chipotle
Meet Your
Panelists
2

5. A show of hands, please.
How many screens in your life?
How many hours a day do you consume content?
How much do you spend per month?
Do you go directly to any brands for content?
3

6. The MomentWhy Branded Content Matters
4

7. Text
PlatformProduct
Transaction
Co-created Dialogue
Logo & Tagline Experience
Marketing
What
Monologue
How
Movement
Transformation
Brand 2.0Brand 1.0Paradigm
Shi
The role of content in
branding has changed
forever thanks to
generational shifts,
technology shifts and new
economic forces at play.
5

8. Branded content blurs distinctions between conventional
advertising and entertainment. It fuses the two into one
product intended to be distributed as entertainment
content, albeit with a highly branded quality. Unlike
conventional forms of entertainment, branded content is
generally funded by a brand or corporation rather than a
studio or group of producers.
What is
branded
content?
6

9. From energy drink to
sports and entertainment studio
A Great Moment for Brands
7
From credit card to
small business platform

10. Best Practices
8

11. #1
Personify your brand.

12. 10

13. #2
Reflect your core.

15. #3
Make it useful. Relevance rules.

16. 14

17. #4
Rely on others.

18. 16

19. #5
Curate. Curate. Curate.

20. 18

21. #6
Let me participate.

22. 20

23. #7
Bring it to life.

24. 22

25. •How does storytelling help move us from
awareness to action?
•Is it underleveraged when it comes to CSR/
sustainability?
•How do we go beyond the core to reach new
audiences?
•How do we involve consumers in co-creating
our content?
•How far do we go to attract eyeballs?
•How do we stay on brand, keep it authentic?
•How do we produce a lot of content for not so
much money?
A Few
Questions
23

26. Our Panelists
24

27. The Value and Values of Content Marketing Today:
Why Consumers Love Brands that Tell Good Stories
GEOF ROCHESTER, MANAGING DIRECTOR

28. NEED TO GO BEYOND THE CHOIR
/2
TNC = 1M
U.S. 18+ = 219M
Concerned = 127M
Engaged = 30M

29. LACK OF EMOTIONAL RESONANCE
/3
Religion 33%
Education 13%
Gifts to Grantmaking
10%
Unallocated Giving
10%
Human Services
9%
Public-society Benefit
8%
Health
7%
Arts, Culture, &
Humanities 4%
International Affairs
3%
Environment/Animals
2%

30. The Nature Conservancy (TNC)
/4
Protect & Restore
Transform by Valuing
Inspire and Broaden

31. STORIES TO SCALE
500 SCIENTISTS + 35 COUNTRIES = 700 PROJECTS
CONSERVING
CRITICAL LANDS
REDUCING IMPACTS OF
CLIMATE CHANGE
RESTORING
OUR OCEANS
SECURING
FRESH WATER

32. MEET PEOPLE WHERE THEY ARE
/6
Art
Food
Educati
on
Sports
Music
Water

33. THE POWER OF WATER
/7

34. /8
CULTURAL
RELEVANCE

35. /9
MULTI-PLATFORM

36. S A V I NG TH E
A TL A NTI C R A I NF O R E S T
/10
MEGA BRANDS
MACY’S
•
•
•
•

37. /11
MEDIA
PROPERTIES

38. NEW VERTICALS
/12

39. TOUGH TOPICS
/13

40. /14
UNUSUAL PARTNERS

41. EDUARDO BALAREZO
FOUNDER & CEO
@ED_BALAREZO
LONESOMEGEORGE.NET
15

42. MIND SHIFT IMPACT
16

43. 17

44. 18

45. 19

46. 20

47. 21

48. AGENT OF CHANGE
CLASS 2013
COURAGE, COMPASSION AND ACTION
TO CREATE
SYSTEMIC, SUSTAINABLE AND SCALABLE
SOCIAL IMPACT
22

49. 23

50. 24

51. 25

52. 26

53. CTA CAMPAIGN TO TURN AWARENESS INTO
ACTION FROM THE GROUND UP.
COMPLEMENTED WITH SOCIAL MEDIA.
DIRECTED TRAFFIC TO ONLINE TOOLKIT TO
LEARN MORE AND SUBSCRIBE. 27

54. 28

56. 30

57. 31

58. 32

59. 33

62. Capture Audience Attention

63. Advance Legislation

64. Feed Millions of Children

65. Earn Thought Leadership

67. tools