How are the worlds leading brands harnessing the power to leverage their content at the right time every time?

1. The Future of Content Marketing
How GoPro and BMW create killer customer brand experiences
© 2014 IO Integration, Inc. All rights reserved.

2. 2!
Agenda
11:30 AM Welcome — Mike Holt, CEO, IOI
11:40 AM Introductions All Around — Rich Carroll, Technical Solutions Manager, IOI
Noon Lunch How GoPro and BMW Create Killer Customer Brand Experiences — Rich Carroll
12:15 PM Case Study: Crank It Up, Let ‘er RIP! — Graham Blanks, Director NA Operations, DALIM
12:20 PM DALIM ES 4.5 First Look — Frederic Sanuy, Solutions Architect, DALIM
1:00 PM Stop Overthinking Your DAM: Just Do It! — Tiffany Randall, Technical Manager, IOI
1:20 PM Networking
2:00 PM Wrap-up

3. 3!
Presenter: Rich Carroll
Bio: Technical Account Manager, IO Integration
Previous: Creative IT lead for Leo Burnett: OS9->OSX for 600
mac users, custom Marketing Automation solutions for US
Army and Starbucks, Quark -> InDesign
Background: Studio and portrait photography. In home baby
photography. Commercial Photo lab tech during transition
from analog to digital.
Contact: rich@iointegration.com

4. Everyone wants customers that
YOUR
BRAND!
4!

5. Content marketing is changing rapidly. . . through technology
5!
WHAT USED TO BE THIS
HAS NO BECOME THIS
Mass publication of content pushed
to the consumer without knowing the
consumer or the context
HAS NOW BECOME THIS

6. Technology is driving new conversations . . .
6!
…with consumers
across every
media platform

7. Marketing is transforming from unknown to known
7!
Mission
Customer
Intelligence
Tactics
Measurement
THEN: BRAND DRIVEN NOW: CONSUMER DRIVEN
• Represent the brand
• Finding customer
• Push
• Mass Advertising
• Demographic
• Generalized content
• Point in time blasts
• Few isolated channels
• Waterfall method
• Advertising
• 3rd party table
• Intuitive decision making
• Excitement, buzz
• Represent the consumer
• Find the consumer
• Pull
• 1:1 targeting
• Behavioral
• Personalized content
• Continuous relationship
• Exploding integration channels
• Agile method
• Storybuilding, content re-use
• Owned big data
• Fact based decision making
• Engagement, revenue

8. You know you live in the Information Age when…
8!
Consuming Content
is like a losing a Tetris battle.

9. Marketing content and data will continue to grow
9!
TB/yr
2013 2014 2018

10. And more marketing technology means
2011 2012 2014
~100 ~350 ~950
10!
Info source: Scott Brinker JANUARY 7, 2014!

11. More divergence and rapidly growing markets
11!

12. With more channels to manage and influence . . .
12!
Retail
E-commerce
Social
Distribution
Commercial Partnerships

13. Content is King
Did you know…
60% of all goods are bought on the
strength of the brand communications.
Source: Millard Brown
13!

14. And content isn’t a fad, it’s the ERP for brands
Customer
14!
ERP / Business
Software
CRM
Software
Communications
Software

15. And it is being consumed constantly across many channels
70 minutes | web browsing
127 minutes | mobile applications
168 minutes | television
15!

16. © 2014 IO Integration, Inc. All rights reserved.
Rise of the In-House Agency
From 2008 to 2013, use of in-house agencies has
increased to 58% in 2013 from 42% in 2008 (Assoc.
National Advertisers) and companies like Apple and
Google are fueling the creative team come-back by
doing more in-house instead of with an “agency of
record” (Forbes) because:
• Economics—marketers need to do more with less
• Digital, social, and mobile media require
unprecedented speed and agility
• Brands want to own the customer experience

17. Enter omni-channel customer experience management (CXM)
OMNI
CHANNEL
EXPERIENCE
TRADITIONAL DIGITAL
17!

18. Customer Experience Management (CXM) by the numbers
Marketers believe CXM is
most exciting opportunity
But that the focus on omni-channel
campaign management and
personalization will supersede CXM in
the next 5 years..
18!
76%
66%
Marketing has changed more
in the last 2 years than
previous five decades
Technology drives marketing.
Customer focused experiential
marketing requires an obsession with
data, deep understanding of the brand
and storylines
20% Believe that their c-suite has
stomach for adaptive,
experiential marketing
Agile marketing requires a business
culture that embraces experimentation
and allows failure.
80% Of marketers agree that the
role of content will grow
while push media
effectiveness dies
Right moment, right channel, location-based
1:1 marketing is here to stay
* Adobe Quarterly Digital Intelligence
Briefing

19. Content = Information + Experience
19!

20. How do you get customer experiences that increase sales?
CONTENT MARKETING STRATEGY BUILDS ON THESE 4 PILLARS
Revenue
20!
Customer
Takes Action
Experience
The know brand wow
Amplify
Across media channels
Influence
Others behavior, opinions
Extend
Reach and marketshare
Relevance
Awareness Engagement
CUSTOMER
TIME
CXM STRATEGY = $$$

21. Think about all the channels you facilitate and leverage
Your
Brand
21!

22. So content strategy and technology needs to be integrated
22!

23. Content Marketing Technology Success
23!
Starts with great
storytelling to the right
person, the right way.
Technology delivers the
message in the moment.
Message received.

24. But it’s even more important that your content resonates
24!
Web
Print
Mobile
Social Networks
PIM/ERP
CRM
Analytics
Geospatial
e-commerce
Customer engagement
Customer experience
Content

25. Experiment to maximize value of Content Communications
25!
Apps
CRMs
Marketing
Media Channels
Events & Promotions
Social Media
Magazines
Web2Print
Intranets
Websites
Blogs
Data & Information
Branded content
consumer brand value

26. And you are able to optimize performance across channels
26!
Agile/
Adaptive
Marketing
Strategies
Website
Webshop
Social Media
Public Relations
Advertising
Promotions
Point of Sale
Media
Dealers

27. The Best Content Strategy: Building 1:1 Consumer Relationships
27!
1:1

28. These companies have amazing customer
experiences, so customers...
THE
BRAND!
28!

29. GoPro – Camera Manufacturer or Media Powerhouse?
Personalized relevant content based on the
consumers interaction with the brand SELLS and creates FANS
29!

30. Gained media is highly effective: some brands already know it!
30!

31. What is Redbull: drinks manufacturer or an adventure brand?
31!

32. Nike: Running shoes or dreams of the healthy lifestyle?
32!

33. Visa builds inbound consumer apps for compelling experiences
33!

34. Under Armour buys worlds largest fitness tracking platform
34!

35. NFL Looks for new digital outlets for NFL related programing
35! 14!

36. Connecting the Content Strategy to the Consumer Story
MEASUREMENT
40!
Content Strategy
• Media
• Analytics
• Research
• CRM
• Ingestion
• Profiles
“What works and why”
“Tactics, timing, positioning”
Content Technology
• Creation
• Production
• Delivery
• Platforms
• Meta-data
• Integration
“How it gets executed”
“Scalability, relevance, speed”
Constomer Experience
• Engagement
• Relevance
• Purchasing
• Interaction
• Influence
• Amplification
“Brand storytelling, personalization”
“Message, interact, share”

37. Content Marketing Technology Vision
41!

38. Enabled by using smart people and smarter technology
BEST PRACTICES
• Centralize all media content for single point of truth for multi-channel
publishing – online, offline, social, mobile, video
• Integrate mktg ops/ERP/CRM/ecommerce
• Focus on usability and seamless web and mobile experience
• Listen and analyze content interactions, optimize
• Deliver relevant, engaging and interactive content
42!
Media Asset
Management
Publishing /
Creative
All Channels
Online Offline
Consumer Experience

39. 43!
CXM Strategy: Keys to success
ID
Know what success looks like
before you start
KISS
Keep it simple and stupid
RINSE, REPEAT
Measure performance,
recalibrate, try new things

40. And your customers will really . . .
YOUR
BRAND!
44!

41. 45!
Thank you!
Contextual Content builds
A more powerful experience
built on knowledge and insights