Using data, insights and influencers to create successful content

1. 1
Data, insights & influencers
Socialising content & campaigns

2. Adoption of a digital first approach, moving from prime-time to real-time with the adoption of an always on,
micro moments led strategy. Valuable and shareable content which drives advocacy and builds a relationship.
Digital first
1
Clearly defined objectives for ALL brands which focus on the brand USP / Value proposition
i.e. Why would I visit Healthy ME?
Integration of
paid, earned
& owned media
2
All activities and brand decisions will be insights led; from creative to content right through to tagging. Using
audience behaviours to identify opportunities and drive consistent video consumption off targeted audiences in
passionate verticals.
Insights at the
heart of everything3
Each brand will endeavor to enlist culture hounds / influencers to help really hone in on what their real values
are for targeted audiences. Providing access to existing audiences and breakthrough to new ones.4
Influencer led
content &
partnerships
What is BNM’s digital vision?

3. We’re entering the third wave of media. The first
wave was the broadcast networks, the second
wave was cable networks . Now it’s what they
want to watch today (and whichever their
preferred network is)
Salar Kamangar- YouTube CEO

5. data-driven content marketing

6. We use real-time audience measurement tools to
drive strategy and gain a deep understanding of
who our audiences is, what their behaviours are
and how our content can answer their needs and
provide the greatest value.

7. • Digital footprint – what are they doing, how well is that working?
• Audience analysis – who, what, where, why,
• Vertical trends and opportunities – category insights
• Content trends - what’s popular? Styles, language etc
• Search trends – where are the discovery gaps
• Video opportunities – what video exists
• Influencer opportunities – who’s big in their category?
Insights for commercial

8. • Existing videos
• Influencers / talent
• Content themes – trends
• Social shareability
• Content lengths, styles
• Amplification insights – where will we amplify it
Insights for content / video

9. • Results – test & learn NOT set & forget
• Cost efficiency
• Video Engagement – completion rates, time spent
• Shares – social shares, comments, likes
• Titles / Thumbnails
• Audience targeting
• Platforms
• UX – how do they consume?– on platform – off platform
Insights for performance

10. What the f&*% is an influencer?

11. https://vimeo.com/16430345

12. 1. Accelerated growth: Sustained, highly engaged audiences.
2. Social power: Significant clout and reach on social media
3. Viral Distribution: Organic reach of content
4. Consumer engagement: Audiences that interact/react with content
5. Content expertise: Niche knowledge, focus inside out.
6. Community leaders: Respected as trailblazers within online communities.
7. Authenticity!
The big 7!

13. • The face of celebrity is changing. Social media creators are more famous for who they are in real life than for
playing characters.
• Trust is impacted by AUTHENTIC people consumers follow
• Influencers deliver word of mouth on steroids
• For brands the most effective place to engage consumers is in a trusted environment
• Don’t disrupt people be part of their lives – how? Authentic content which connects by using the people that
already connect
• Influencers build their massive following by focusing on a specific niche or content category. We can build
upon that instead of starting again

15. Influencer landscape

16. Publishers and networks
Pushing out messages
Pushing out branding
Become destinations for audiences
Everything to everyone
Small hubs
Bloggers operating in silo
Building audiendes slowly
Wordpress generation
Slow burnNiche audiences
The homepage is dead
Content is snackable
Mobile is reality
The future of video is social media driven
Platforms over publishers
Audiences seek value
Small hubs have become influencers
Massive audiences –pull audiences
Engaged audiences
The new celebrities
Content creators
Social media is life online

17. • We become the vehicle to amplify Influencer messages through our content hubs (e.g. Healthy ME and 4ME), that build
sustainable relationships, where their content and our content ideas become one in the same.
• We create 3-4 BIG ideas, that capture the imagination of the market and use the highly diverse and socially active
influencer market with brand partners.
• We work with the people creating great content, partner with them to build more content, and encourage them to use our
insights and amplification specialists, to build bigger communities and followers.
• We offer solutions to the issues of paying influencers for unauthentic content and adblocker preventing pre-rolls and
traditional digital solutions.
• We create GREAT video which with influencers maintain some edginess and tells unconventional stories. (That's a very
different approach to branding than striving for mass appeal, but it can lead to an engaged community that's eager for what
you're dishing out.)
• We enlist culture hounds "to help these brands really hone in on what their real values are so that we can match them up
correctly.

18. Influencer stories are the richest and
most authentic. They exist in all
verticals and bring authenticity which
can’t be bought. From niche to
mainstream, an influencer can
accelerate content performance

19. Why Everyone F*cking Loves Science — and Elise
Andrew
• 22 million likes on Facebook alone
• She isn't a scientist. She's actually kind of a fan girl herself.
• She started the page simply as a place to keep track of all the
cool things she found.
• She’s passionate and authentic
• At its peak page grows an average of 10,000 to 15,000 new
followers per day.
• More than Facebook – tumble, twitter, instagram, website,
downloadable magazine