Madhavan Narayanan's presentation on Power Talk: Future of Content at the IndiaSocial Summit 2012

1. Content Paradox
Six Rules to Harness the Chaos
Narayanan Madhavan
April, 2012

2. Why we need to ponder,
wander and wonder
• A century-old revenue model based on
advertising/PR is facing a threat – both for brands
and publishers
• Loser Generated Content may erode a market for
remunerative content, Long Tail makes ads
difficult to measure
• Future of content, business models and brands that
relied so far on old-world advertising/public
relations are at stake. And intertwined

3. Rule 1: Content is King-
But Attention Will Be Empress
• Virality Quotient (VQ)
improves visibility of
shared content
• Attention Quotient
(both drawn attention
and retained attention)
are critical – Draw the
horse to water, and
make it drink

4. Rule 2: The Pizza Principle
-Content needs to be “repurposed”
• Content will be
designed like
adjustable airline seats
or variable pizza
toppings, even when
the basic stuff is the
same
• Need for
customisation – at low
cost/effort

5. Rule 3. “Feel Factor” will replace
“Form Factor”
• Content is received
inside your brain,
heart and mind
• Are they
GENUINELY
INTERESTED?
• No 30-second
commercial, no A4
paper, no Berliner

6. Rule 4: Content
discovery is an industry
• Search engines are
chaotic, inadequate
still – long way to go
• Social media triggers a
zillion points of
intervention
• Kumbh Mela
Syndrome

7. Rule 5. Branding is about
reputation, not recall
• Social buzz, social
CRM will be
countervailing forces
• Advertising, PR are
active. Social buzz is
interactive
• Low-cost, high-impact
branding feasible.
Your rival knows it

8. Rule 6. Sponsor content,
raise your brand
• Coke Studio/Binaca
Geetmala/Bournvita Quiz
contests/ITC Sangeet-
Research Academy
#youremember
• Abandon demographic
obsession
• CSR meets content meets
branding
• Ride the reputation wave

9. Why ride culture, when you can
shape it?
• Repurpose
• Restructure
• Relate
Courtesy:Searchengineland.com

10. Thank you!
• Madhavan.n@gmail.com