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MediaCom Beyond Advertising
Worldwide Products & Services
November 2014
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Great content deserves a great audience.
We don’t just create great content – we know how to put content to work.
MediaCom Beyond Advertising sits at the heart of MediaCom – The Content + Connections Agency.
Content only achieves its potential when it is designed, managed and integrated with every other
element of a communications system.
We are global and growing fast (over 500 people in 42 countries):
a team of creators, writers, producers, bloggers, coders, analysts, researchers and strategists with
multi-disciplinary backgrounds, collaborating and innovating in everything we do.
5. CONTEXT AS SOON AS WE BECOME
‘CONTENT CREATORS’
WE’RE ASKING
CONSUMERS TO CHOOSE
OUR CONTENT ABOVE
EVERYTHING ELSE THAT
IS VYING FOR THEIR
(FINITE) ATTENTION
7. ‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed
for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’
8. ‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs.
This is often the next step in your comms journey: capture your audience’s attention with inspirational content,
and then make it relevant to them with content that is both informative and useful’
’
9. ‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social
community management and competitions. It gives longevity to a campaign and is designed
to grow your base of brand advocates’
14. 01Content Understanding
There are two products focussed on the audience
and brand. These should be sold as a package
but can, in some instances, be sold as stand
alone products.
16. This product delivers an understanding of
what content our target audience are
consuming, and how they are consuming
it, on a macro level.
It is imperative to deliver this
understanding on a broad level (category
agnostic) as when entering the ‘opt in’
content arena we are not simply
competing against a traditional
‘competitive set’ we are competing
against everyone.
The output of this will be a document that
shows:
• Volume of content consumption
• Audience Attention Span
• Content Discovery Methods
• Platform usage
• Key Content Themes
• Preferred brands / personalities
• Content creation habits
Source goes here
Audience and Cultural
Content Understanding What are the inputs for this?
On a base level the input for this product can
come in three areas - although should not be
restricted to these:
Industry & MediaCom subscribed data – be that
from open sources such as the Consumer
Barometer (Google) or Global Web Index through
to MediaCom access to data from Google Trends
For Marketers and more market specific
subscription based tools such as TGI Net or
Social Listening data from Brand Watch.
Client Owned data: For example Facebook
Audience data and prior campaign reports
(including any CIF analysis or bespoke research
projects that have been completed)
Media Owner data: For example category and
client specific content consumption insights
form Facebook / Twitter etc. as well as
information sources such as Unruly (Viral Video
Chart)
When would I need this?
At the beginning of any full content strategy
process.
When a client is beginning to examine content
strategy
When a client has moved too far ahead and is
letting creative rule a content strategy (“We’ll
make a viral video”)
If we have retained MBA content resource
written into client contracts
For ‘big opportunity’ clients free of charge in
order to diagnose and upsell.
18. This product will analyse the existing
content the brand in question is
creating, it’s closest competitor and
an out of category competitor that is
targeting the same audience for their
‘share of mind’ with its content. The
analysis will use the 3 ‘i’s framework
to analyse the strength of each brand
in question across content creation
and consider content habitat
(network)
The output of this will be a document
that shows:
• The content strategy of each brand
in question; delivering an informed
analysis of the performance of
Inspire, Involve and Inform content
• How this is adapted across
platforms
• Visualising the system each brand
has developed
Source goes here
Brand and Competitive
Content Understanding When would I need this?
At the beginning of any full content strategy
process.
When a client is beginning to examine content
strategy
When a client has moved too far ahead and is
letting creative rule a content strategy (“We’ll
make a viral video”)
If we have retained MBA content resource
written into client contracts
For ‘big opportunity’ clients free of charge in
order to diagnose and upsell.
What are the inputs for this?
On a base level the input for this product can
come in two areas: although should not be
restricted to these:
Client Owned data: For example Facebook
Audience data and prior campaign reports
including spend data and campaign
performance.
Media Owner data: Using their best practice
document and by manually analysing
competitive pages to have a view on campaign
consistency and construct.
Areas such as ‘paid social’ data is not freely
available but with tools such as SocialBakers,
you can easily track and analyse Engagement
spikes or growth curves that indicate paid
support.
It is also critical for the content expert
completing the work to have a educated
subjective opinion on what good looks like.
19. The output of this is a Content Audit
that touches upon the areas MBA feel
are critical for content
22. This is the ‘all in’ content strategy
product that will result in MediaCom
Beyond Advertising recommending:
• The territories the brand should be
playing in
• The emotional persona the brand’s
content should take
• The tone of voice the brand should
use
• The platform ecosystem
• Full content suite
recommendations in line with the
Three I’s
• Adaptations of content across the
platform ecosystem
• Content Creators
• How to link the system
This can lead to a creative
recommendation (if the Create team
are involved)
Source goes here
Content Territory
Identification What are the inputs for this?
Content Understanding work (Audience / Culture
/ Competitive)
Brand equity information
Brand Comms and Business Objectives
Budget forecast
MediaCom Client team participation
Collaborative workshop with other stakeholders
(brand and agency)
Search / SEO team input
When would I need this?
When a brand is proactively looking to develop a
full content strategy
When it is clear that the brand has been ‘dipping
a toe’ into content but without any real strategic
framework
When the overall media strategy should be
context centric
24. This element of the content strategy
will taken an existing Inspire piece of
content (often created by another
agency) and recommend how to
develop Involve content in order to
give the campaign increased longevity
and breadth.
It is based from an understanding that
a single piece of branded content
alone is not sufficient and that to grow
effective reach and frequency we
need to deliver multiple iterations
around the same story / theme using
Involve content. It will recommend:
• What platforms the campaign
should manifest itself on
• What additional content should be
developed from the original
campaign
• Content Creators
• How to link the system
Source goes here
Involve Content ‘Stretch’
What are the inputs for this?
The Inspire Content and the defined brand
territory around it.
Brand communications and business objectives
Forecast budget
When would I need this?
When a brand has developed a video / content
piece in isolation – not understanding the
lifespan of digital content is different from, for
example, a TV campaign.
26. This product is based on an
understanding that most brands have
not yet adopted a platform specific
approach to content development;
acknowledging the specific usage
moments and creative norms that
each platform adheres to.
This product will examine the content
that a brand is already producing (and
intends to produce) and suggest:
• Creative adaptations based on
platform understanding across the
three I’s.
Source goes here
Platform Content
‘Stretch’ What are the inputs for this?
The existing content series
An understanding of the brands digital
ecosystem / aspirations
An understanding of ‘content best practice’ for
each platform (Tumblr / Twitter / Facebook etc.)
A member of the Creative team
When would I need this?
When a brand have developed a piece of
content in isolation and are planning on running
it across multiple platforms using a ‘one size fits
all approach.’
28. This is a ‘bottom up’ product that will
identify the evergreen territories that a
brand have the right to be developing
content in.
Using MediaCom tools and Real World
Insight we can identify those territories
that are most pertinent during an
active Consideration phase.
This product will deliver:
• Search Insights into brand
territories and where the
opportunities (vs. competition) are
• Real World Insights into the
strongest Inform territories
• Content Creators
• How to Link the System
Source goes here
Inform Identification
What are the inputs for this?
Paid Search / SEO participation and tools
Planning insights
An understanding of the business priorities and
products (product features) in promotion.
Campaign themes
When would I need this?
When we identify there is an opportunity that is
not being looked at from other agencies.
When the brief to the planning team calls for
‘increasing Consideration.’
When we have an existing Paid Search product
in place.
31. This product will deliver insights into
how creatively fine tune a piece of
content for maximum engagement
online. It will often be used to deliver
an objective appraisal of a piece of
work developed by an external agency.
It will also be useful in helping inform
distribution strategy based on content
strength.
The output will be:
• A content score (1-10)
• Recommendations for creative
adaptations
• Implications for distribution
strategy
Source goes here
Inspire Video Analysis
What are the inputs for this?
A piece / number of pieces of Inspire content to
analyse
When would I need this?
When MediaCom have received a piece of
content from a brand / agency that we can tell is
not strong and need to prove so objectively.
When a client is choosing between multiple
videos to act as the Inspire piece.
32. Is our Involve and Inform content
delivering the desired effects in terms
of attitudinal and behavioural impact.
Source goes here
Audience Copy Testing
What are the inputs for this?
Consumer panel research possibly in
combination with the CAT tool described
elsewhere in this deck.
When would I need this?
In campaigns with emphasis on Involve and
Inform content. The approach can be used as
both a pre or post tool either testing that our
content have the desired effect or as check up
after the campaign.
34. The product will deliver macro
distribution strategy
recommendations, that will be briefed
into the content distribution teams,
providing:
• Different distribution strategies per
content typology and content
strength (CAT analysis / subjective
MediaCom Beyond Advertising
analysis)
• Different distribution strategies per
audience subsections (if
applicable)
• Recommending additional
MediaCom tools for distribution
(Syndicate)
• Forecast reach
• KPI recommendations
• System linkage (including
retargeting)
Source goes here
Distribution Strategy
What are the inputs for this?
Communication Objectives
Content KPIs (e.g. views vs. view through)
Content Typology (3 I’s)
Content Strength
Audience Information
Aligned Media
System Understanding
Budget
Internal Measures of success (e.g. YouTube
counter)
Past learnings
When would I need this?
When a client has a pre-existing piece of content
they want to distribute and comes to MBA at the
end of the process.
36. Measuring outcomes not just inputs is a key
area for MediaCom Beyond Advertising.
As a result we are working with the likes of
Millward Brown on studies to understandthe
impact of content.
Separately,we’re embracing (indeed
recommending) third party studies, such as
Nielson Brand Effect Studies on Facebook, to
show the impact our campaigns are having.
Additionally, teams should always work with
local vendors to understand performance
benchmarksby market, audience,content typr
and category.
These shouldform part of a robust KPI
framework that on a basic level allows for
effective reportingand optimisationand on a
deeper level proves the impact on brand
health.
Whether it be bespoke third party researchor
existing research methodologies, no content
campaign is complete without a robust KPI
framework and ideally and brand health
accompanying study.
Source goes here
Content Measurement
What are the inputs for this?
Communication Objectives
Content KPIs (e.g. views vs. view through)
Content Typology (3 I’s)
Audience Information
System Understanding
Past learnings
When would I need this?
Any time we are running a content campaign we
should have a KPI framework in place.
For larger campaigns we should work with
vendors to include brand effect studies (ideally
as additional value).
37. The purpose of CES is to prove how
audiences have engaged with content
across the 3 I’s and the consumer
journey.
Looking for synergies between content
assets and proving the conversion
from engagement to outcomes.
Source goes here
Content Engagement
Study (CES) When would I need this?
When working with holistic content campaigns
with multiple contents assets working against
different phases of the consumer journey.
Any campaign that is believed to be content led.
What are the inputs for this?
Cookie tracking across all content assets and
connections.
Consumer panel research to identify changes in
attitudes and behaviour through the
engagement in our content assets.
38. A simple way to establish which
effects our content assets are
delivering to the audience. The study
aims to identify differences in peoples
attitudes to a given brand and
establish significant differences
between our audience and those who
have not seen our assets.
Source goes here
Exposed/Non Exposed
What are the inputs for
this?
Questionnaire based study
based on two different
samples.
a) Sample from the
platform where the
content has been
distributed who has
seen the content
b) Sample of people who
has not seen the
content (often from a
panel)
When would I need this?
To establish effect
measures of campaigns
where the combined reach
is to low for effects to
surface in brand audience
consumer tracking’s and
other types of broad
communication effect
studies.
How long will it take (and
therefore how much
should I charge)
2-3 weeks for setting up,
collecting data and
finalising a report.
Costs should be relatively
low meaning £ 2-4 K in
data cost for a big market
and £ 3-4 K in consultancy
fee for us.
40. Ideal client working relationship
(I) Integrated Campaign Based –
‘MediaCom’ model (retained)
Client Team
Content
Strategy Content
Creation Content
Distribution
Take and
disseminate
brief
(Content
Understanding)
Connected
Solution
Connected
Execution
Connected
Understanding
Media
Buying
Content
Lead
Validate Content
Strategy Opportunity
41. Ideal client working relationship (II)
Content Strategy Specific –
MediaCom beyond Advertising model
Client Team
Content
Strategy Content
Creation
Content
Distribution
Identify Real
Content Strategy
Opportunity
Content
Lead
Validate Content
Strategy Opportunity &
take brief from client
Content
Understanding
Client
Check In
Content
Solution
Client
Check In
Content
Execution
Client
Check In
Content
Workshop
43. Original
Content
Production
Partnership
Production
Creative /
Ideation
AV Content
Digital ‘Always-On’ Content
Experiential
Web Platform Production
Advertising Production
TV / Print / Digital / Radio
Product Placement
Sport / Music / Festival /
Event Sponsorship
Content Creation
Our Services
We are no longer a collective of
single discipline experts sitting in
siloed work streams, but a growing
team of world-class creators, writers,
producers and coders with multi-
disciplinary backgrounds,
collaborating and innovating in
everything we do.
From the initial idea comes the
execution. This could be original
content we produce ourselves or
content we produce alongside
thousands of partner companies
from publishers to tech companies,
multi-channel networks to global
broadcasters.
44. We are multi-platform creators,
producing great content and taking it
to where our audience is.
Content Creation
Across all Platforms
Content
Creation
Video
Social
Platforms
Websites
Mobile
Radio
Events/
Experiential
Print
Digital
45. We are multi-platform creators,
producing great content and taking it
to where our audience is.
Content Creation
Across all Platforms
Content Creation
Target Audience
46. One size does not fit all; different
platforms have different usage
purposes by different audiences.
We understand and take this into
account when creating content.
So, when creating content we need to
appreciate the context in which it’s
being served; for example a YouTube
Skippable Pre-Roll needs to grab
attention early and hold that attention
by eliciting a strong emotional
reaction.
MBA’s ‘ingredients’ for an Inspire video
With an inherent
understanding of the
nuances of each
platform
Attraction
Emotion
Impact
Retention
First 8 seconds: Do they hold
attention?
Does it consistently engage the
audience?
Are we making an emotional
connection?
Does it ends with a bang ? Leads
to more sharing
48. Creative ideas aren’t
formed from nothing.
Stage 1 sees an
interrogation of our
insights and strategy.
Here we adopt ‘system
thinking’ with an open
mind on platforms and
means of delivery.
Great ideas should be
easy to understand. We
mustn’t expect a client
to have to plough
through a PowerPoint
deck to find a nugget at
the end. We are
storytellers using
scripts, images and
storyboards to explain
and excite.
The concept is the
campaign idea – not
straight to execution.
Always underpinned by
the 3 ‘i’s framework
this is the creative
territory we develop
well before a script or
storyboard.
5 steps in and only now
do we define the means
of production. The
choice between original
content creation and a
partnership is
determined by many
factors: objectives,
audience, distribution
and budgets, or
specifics such as access
to talent. At this stage
we scope and plan.
A broad concept leads
to a specific idea (or
series of ideas). Our
ideas aren’t one off
stunts; they are part of
a system. And they are
not complete unless
they inspire, inform and
involve.
KPIs must inform the
strategy, just as KPIs
must inform the ideas
we implement. This is
our check-in stage. A
reminder of what
success looks like and
the assurance that our
ideas will be effective as
well as brilliantly
creative.
1. Insight
and strategy
2. The
Concept
3. The
executional
idea
4. Telling
the story
5. The
means of
production
6. Definition
of success
Creative Process
6 Steps
49. Insights and
Strategy
The Executional
Idea
The Means of
Production
The Concept Definition of
Success
Client
Check In
Telling the
Story
The 6 Steps for Creating Content
Client
Check In
Client
Check In
The ideal ideation workflow stays close to the client, ensuring
buy-in happens at crucial stages throughout the creative
process. Projects with tight turnarounds or limited budgets may
not allow us to maintain this level for client interaction, but
three client check-ins must remain our goal wherever possible.
52. Audio Visual. Two simple words that
encapsulate so much of what we do.
We don’t tackle AV content from a
traditional media agency’s perspective
- the ‘honest broker’. We are creators:
able to deliver projects from end to
end.
AV provides an unrivalled opportunity
to tell incredible stories – sometimes
when a film is itself the main product,
sometimes when it provides
supporting narrative to another
content activity.
The type of work we produce includes
the production of:
• ‘Inspire’ Social Video
• YouTube Creators’ video content
• Crowd sourced video content
• Ad Funded Programming
Read the Audi case study here:
http://mediacombeyondadvertising.com/work/claire-danes-
on-a-full-tank/
Audi - ClaireDanes on a full tank
AV Content
53. Properly integrated digital content
maximizes the impact of offline
activity and events.
What we create in this real time
environment - a space controlled by
the audience - is incredibly important.
How we behave however is even more
fundamental to success: our teams
are true ‘natives’, instinctively acting
as the editorial arm of the brand, not
only mitigating risk but driving
success.
‘Always-on’ content comprises much
of our inform and involve activity for
social platforms and SEO link-building.
It includes community management,
and the production of infographics,
quizzes, editorial and more.
Read the FIFA case study here:
http://mediacombeyondadvertising.com/work/fifa-world-
cup-trophy-tour-coca-cola/
FIFIA World Cup Trophy Tour Community Management 2013 -
2014
Digital ‘Always-on’
Content
54. Experiential activity is any form of
marketing that exists in the real world
- where people meet people.
It can be anything from setting up a
promotional stand for consumers to
trial your new product or service
through to participation in a multi-
artist global cultural event like Live 8.
Brands have tremendous potential to
create and contribute to experiences
in culture.
Large or small, experiential activity
also has, when done well,
unparalleled power to delivering word
of mouth and free PR - even when
starting from a small budget. Quality
of idea and delivery are everything.
Read the Bose case study here:
http://mediacombeyondadvertising.com/blog/ella-eyre-
wows-select-crowd-bose-urban-conductor-launch/
Bose Urban Conductor, Ely’s Yard, London, Oct 2014
Experiential
55. Placing content at the right place and
the right time for consumers to
discover it is where our heritage lies.
But often the right places don’t yet
exist.
Websites, apps, mobile sites, social
channels: we don’t just create
content and set it free, we build
bespoke destinations for our
audiences to engage and consume.
We are multi-platform. After years of
ferocious growth in the penetration
of smart devices across leading
markets, we are witnessing
sustained impact on audiences
behaviour. If we don’t talk to
consumers in the spaces they’re in,
we’ll be missing out on a major
conversation channel that
competitors may be taking
advantage of.
Shell Let’s Go – Mulit-platform YouTube Channel
Web Platform
Production
56. For most clients we go beyond
advertising. For some there is still the
need for us to deliver messaging
within more traditional
communications channels.
Yet often the differentiation between
advertising and content blurs. What
may have previously been considered
‘traditional’ advertising space offers
unique opportunities for newer
content ideas. From rich interactive
digital experiences accessible via a
rollover, to live broadcasts in TV ad
breaks, our ideas are not confined by
a simple perception of what is or isn’t
content.
Read the Sky Broadband case study here:
http://mediacombeyondadvertising.com/work/sky-
broadband/
Sky Geo-Targeted Mobile Banners
Advertising Production
59. These are bespoke collaborations that
leverage the equity of a media
property to deliver useful and
engaging content in a smart, relevant
context. They allow brands to “borrow”
the power of a trusted media partner,
providing unique access to reputable
and relevant outlets.
Being an early entrant in this field,
MediaCom has world-class expertise
in dealing with the most prestigious
media players in the market. We also
have over seven years of global
learnings in effective creation and
management of these partnerships for
our clients.
We are continually developing
relationships and opportunities with
media owners, established and new –
we view many of them as an extended
part of any project team.
Read the Volkswagen case study here:
http://mediacombeyondadvertising.com/work/sky-
broadband/
Volkswagen Beetle Shark Cage
Partnerships in TV /
Print / Digital / Radio
60. For generations, entertainment has
created powerful desire for products in
audiences. ‘Top Gun’ sold more pairs
of Ray Ban’s than advertising alone
ever could.
Product placement puts a brand at the
heart of the very piece of
entertainment that an audience wants
to consume - films, TV shows or
recorded music - reaching a mass
audience in an integrated way.
We have active relationships at the
top level of film, broadcast and music
industries through not only our own
specialists but MediaCom’s powerful
entertainment network. We have the
ability to leverage our existing
relationships allowing us to be
involved at the very early stage of
production, working with producers
and writers on seamlessly integrated,
intelligent solutions.
Read the Hasbro Nerf Blaster case study here:
http://mediacombeyondadvertising.com/work/hasbro-nerf-
blasters/
Hasbro Nerf Blasters in Stromberg
Product Placement
61. Sponsorship can drive consideration,
raise purchase intent, win store space,
shift brand perception and motivate a
work force. It provides the means to
reach people through a medium that
they are passionate about and
engaged in voluntarily.
For us sponsorship is more than just a
badging exercise. Sponsorship is an
opportunity to turn an existing entity,
be it a property or event, into a
partnership. As such, our team
delivers innovative sponsorship
activation, helping to drive even
greater impact and engagement.
Read the Skoda Cycling case study here:
http://mediacombeyondadvertising.com/work/skod
a/
Skoda – Sponsorship of UK Cycling
Sport / Music / Festival
/ Event Sponsorship
63. At MediaCom our DNA is in delivering
the right message to the right
audience at meaningful scale.
Historically this has been via paid
media and in the Content marketing
world this is no different.
However, Content Marketing is a
liquid discipline that flows through all
types of channels and therefore a
tailored organic distribution approach
is needed alongside specific paid
boosters to drive earned exposure.
A Great Idea Deserves a
Great Audience
64. The Three I’s Framework
allows us to categorise
content for distribution
across Paid, Owned and
Earned
Story telling
Differentiating
High reach
User ‘grazing” time
Informative
Evergreen
Product visits
Active Search
Engaging
High Frequency
Consistent
User ‘grazing” time
What is it?
What consumer
mind-set?
Where should it live?
Distribution
Social Content Repository
Optimise, Influence, Boost
Website, YouTube Channel
Optimise
Social Content Repository
Optimise, Influence, Boost
Broad strategic target Category ActiveActive ‘campaign involved’Who is the audience?
INFORMINVOLVEINSPIRE
65. Content must be put to work across
Paid, Owned and Earned
Owned Media
Paid MediaEarned Media
Website
Mobile Site
Blog
Social Media Channels
Influencers
Reviews
Digital PR
Pay Per Click
Display Ads
Retargeting
Paid Social Media
Programmatic
SEO & Branded Content
drive earned media and
traffic Gain more exposure to web
properties with paid
promotion
‘Shared’ media – likes, shares etc.
66. Our Content Distribution Framework
acknowledges the role of Paid,
Owned and Earned
INTERUPTION
CONTENT DISTRIBUTION FRAMEWORK
DISCOVERY IN FEEDINFLUENCE
Influencer
Outreach: Amplified
Connections
OPTIMISE
Home
Content (video)
Recommended
Syndicated
Mobile
Social ‘newsfeed’
Publisher ‘native’
Skippable Pre-Roll
Incentivised
OWNED EARNED PAID
69. Owned media channels are a
distribution point we control. We can
are able to architect the content
messaging, and overall user
experience.
We optimize owned channels to be
more effective in attracting users,
and retaining them once they arrive.
Optimizing content across a brands
owned channels will help increase
organic discoverability, particularly
search engine result page.
• Search Engine Optimisation
• Search Visibility Monitoring
• Keyword Discovery and Definition
• Content GAP Analysis & Strategy
• Site Migration & Setup
• Local Optimisation
Blog, Social & Website
Optimization
70. Research shows that 57% of mobile
users will abandon a website if it
takes more than 3 seconds to load
and 30% will abandon a purchase
transaction if the shopping cart is not
optimized to mobile .
As mobile increasingly becomes the
first screen, it´s absolutely critical
that
Services:
• Mobile Audits
• Mobile Site Setup & Optimisation
• Mobile App Optimisation
Mobile Optimization
71. The worlds second largest search
engine is YouTube, so it´s absolutely
vital that brands optimize their video
content to improve discoverability. But
it´s a crowded place, more than 100
hours of video are uploaded to the site
every minute.
There are dozens of signals that
Google take into account when
organically promoting a video across
YouTube, we work through this signals
to give a brands video the best
environment to flourish :
• YouTube Optimisation
• Transcreation
• Video GAP Analysis
• YT Channel Setup
Video Optimization
YouTube
73. Getting other people to talk about
your content can significantly
increase your distribution reach –
and give you more credibility.
Third-party content validation can be
anything from a tweet from a popular
influencer, a video produced by a
YouTube Channel Star, or full
editorial coverage on a large scale
publisher such as Buzzfeed.
Platforms like Instagram and
YouTube have led to the rise of a new
generation of influencers that have
amassed huge followings on niche
subject matters such as fashion,
beauty, and food.
Organic Influencer
Reach
“Influence = Audience Reach (# of
followers) x Brand Affinity (expertise
and credibility) x Strength of
Relationship with Followers”
75. What is it? How does it work? What can it do for clients?
The Digital InfluenceScore rates an influencer on a scale
of 1-100 on three pillars – Search, Social and Content.
The system rates influencers across the digital
ecosystem,be it Pinterest, Instagram or Vine– it’s not
just about blogs.
The Digital InfluenceScore can help clients:
Identify the top digital influencers in each market
Categorise the influencers based on content verticals
Help identify the right channels (blog, twitter etc.) to
amplify the brand message
MediaCom’sconnectedsystem planning tool to identify
the right influencersto amplify your message to the right
audience.
Identifying the right Influencer
Digital Influence Score ™
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76. We look at how effective Influencers
are across Search, Social and Content
40% 30% 30%
SEARCH SOCIAL CONTENT
Domain Authority
Page Authority
Organic Search Visibility
No of Links per Post
Trust Flow
Citation Flow
Geo & Demographic Data
Klout Score
No. of Active Social
Channels
Facebook (Likes & Shares)
Instagram (Likes &
Comments)
Pinterest (Pins & Repins)
Twitter (Tweets &
Followers)
YouTube (No. of Views &
Subscribers)
Sentiment Analysis
Content Relevancy Score
Rich Media Presence
Content Frequency
No. of Blog Comments
Social Media Shares
Content Recency
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78. We all know the examples of the
content that has millions of views
and huge engagement; however
these are usually the exception and
not the rule.
In a world where 100 hours of video
are uploaded to YouTube every
minute and Facebook is officially a
zero organic reach platform for
brands we have to use targeted paid
media to boost our content to ensure
it has the eyeballs it deserves.
Content Distribution –
Booster
79. Content that is surfaced on
publisher websites; either
through discovery tech
platforms such as Taboola &
Outbrain or through Content
Syndication companies such
as BeOn or Unruly
Content that appears in the
same feed as organic
content, whether this be on
a Facebook feed or on
Buzzfeed. Content that
appears In-Feed is often
coined as ´Sponsored', or
´Promoted´
Sometimes the best way to
deliver branded content is
to serve it up through,
skippable, formats such as
YouTube TrueView or more
Incentivised formats
Three Ways To
‘Boost’ Content
Discovery In Feed Interruption
80. Content discovery is a process that
helps you explore new topics or
information without you having to
search for them. Algorithms are now
being created that use artificial
intelligence to go out and find that
content for you. It’s personalized to
your interests and based on what
you’d like to see in the moment. The
word ‘discovery’ now truly holds its
meaning, with platforms like
Facebook, Yahoo and Flipora
pioneering the latest content
discovery software.
Discovery:
Recommended Content
81. Content Syndication exits either
Digitally or in the TV space.
In the Digital space we work with
video syndication partners to deliver
content to high affinity websites,
blogs and forums – usually on a Cost
Per View basis with both the platform
owner and the audience having to
‘opt into’ the content.
On TV we work to syndicate brand
produced programming to
broadcaster networks; for example
Driven To Extremes from Shell
Discovery: Content
Syndication
82. We use Paid Social to amplify stories
from brands owned channels.
We focus on amplifying content that
tells stories, shares a brands
expertise but resists the urge to sell
straight away.
We select audiences to target (and
retarget) based on Content Typology
and objective and generally optamise
to the most efficient cost per view
combined with best view through
rate.
In-Feed: Social Networks
83. The best in-feed sponsored content
tells a story, and fulfills the human
need for a compelling narrative.
This type of content integration is
also known across the industry right
now as ´native advertising.´
The story is designed to fit into the
look and feel of the feed it is being
served up in.
In-Feed
Publisher
84. While creating ways to have
consumers opt into our content is
always preferable, and eminently
achievable with very strong content,
there often needs to be a pragmatic
approach to delivering scale cost
effectively.
Skippable Pre-Roll, be it on YouTube
or before other content, is often this
solution – a distribution layer that
delivers content to a critical mass; to
kick start the spread of earned
media.
Interruption: Skippable
Pre Roll
85. Although historically considered one
of the ‘dark arts’ of content
distribution, using Incentivized
formats (i.e. where the user has to
watch an advert to receive a reward
or further information) is a perfectly
acceptable form of distribution in its
own right.
Incentivised Distribution is usually
the most cost effective way to get a
Content message out; but often
comes expense of true engagement
or follow on actions.
Interruption:
Incentivised
86. CLICK TO EDIT MASTER TITLE STYLE
Contact
James Morris
MediaCom
Global Head of MediaCom Beyond Advertising
James.Morris@mediacom.com
DID: +44(0)20 7158 4991
MOB: +44(0)74 3270 9474
