The Story Lab's Angelea Courtin on Rethinking Content

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maytheforce(s)bewithyou
Wednesday, May 22, 13

,,
INTERCONNECTED
INTERDEPENDENT
Wednesday, May 22, 13

,,
TRANSPARENT
INTERCONNECTED
INTERDEPENDENT
Wednesday, May 22, 13

All media starts with
great content. A great
media strategy can never
compensate for average
content.
Wednesday, May 22, 13

so what is great content
VISIBILITYCONTEXT
SHARE-ABILITY
Wednesday, May 22, 13

The role of content
is evolving. The
opportunity to be an
expert, facilitator and
“friend.”
Wednesday, May 22, 13

Consumption is Changing
Traditional
:30 Sec Advertising/Display
Product Placement
Integration
Adaptive Branded Content
REACH
DISRUPTION
ENGAGEMENT
Wednesday, May 22, 13

Brands must become better than ever at telling and
sharing a story and most importantly listening…
The impact on brands
Wednesday, May 22, 13

Brands need to stop
competing in the
category and start
winning in the culture.
Wednesday, May 22, 13

In the future all media
planners will be content
planners. Content is the
currency of the
convergent world.
Wednesday, May 22, 13

two things go
hand in hand
DISTRIBUTION
OF
CONTENT
CREATION
OF
CONTENT
Wednesday, May 22, 13

All brands have to be
content programmers
Wednesday, May 22, 13

5
step
process
41
AUDIT
2
CONTENT
3
CONTEXT
5
OPTIMIZE
ANALYSIS
Wednesday, May 22, 13

BOUGHT
OWNED
EARNED
1
AUDIT
Bought Owned Earned
Wednesday, May 22, 13

PROFESSIONAL
Associate/Sponsor/
Integrate/Promote
2
CONTENT
Wednesday, May 22, 13

CONSUMER
Curate/Enable/
Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/
Integrate/Promote
2
CONTENT
Wednesday, May 22, 13

BRANDED
Ideate/Fund/Produce/
Create
CONSUMER
Curate/Enable/
Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/
Integrate/Promote
2
CONTENT
Wednesday, May 22, 13

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The Story Lab's Angelea Courtin on Rethinking Content

1. maytheforce(s)bewithyou Wednesday, May 22, 13

2. CONVERGENCE Wednesday, May 22, 13

3. FRAGMENTATION Wednesday, May 22, 13

4. ,, Wednesday, May 22, 13

5. ,, INTERCONNECTED Wednesday, May 22, 13

6. ,, INTERCONNECTED INTERDEPENDENT Wednesday, May 22, 13

7. ,, TRANSPARENT INTERCONNECTED INTERDEPENDENT Wednesday, May 22, 13

8. CONTENT Wednesday, May 22, 13

9. All media starts with great content. A great media strategy can never compensate for average content. Wednesday, May 22, 13

10. so what is great content VISIBILITYCONTEXT SHARE-ABILITY Wednesday, May 22, 13

11. The role of content is evolving. The opportunity to be an expert, facilitator and “friend.” Wednesday, May 22, 13

12. Consumption is Changing Traditional :30 Sec Advertising/Display Product Placement Integration Adaptive Branded Content REACH DISRUPTION ENGAGEMENT Wednesday, May 22, 13

13. Brands must become better than ever at telling and sharing a story and most importantly listening… The impact on brands Wednesday, May 22, 13

14. CULTURE Wednesday, May 22, 13

15. Brands need to stop competing in the category and start winning in the culture. Wednesday, May 22, 13

16. Wednesday, May 22, 13

17. Wednesday, May 22, 13

18. Wednesday, May 22, 13

19. CONTEXT Wednesday, May 22, 13

20. In the future all media planners will be content planners. Content is the currency of the convergent world. Wednesday, May 22, 13

21. THAT WAS THEN Wednesday, May 22, 13

22. THIS IS NOW Wednesday, May 22, 13

23. two things go hand in hand DISTRIBUTION OF CONTENT CREATION OF CONTENT Wednesday, May 22, 13

24. Wednesday, May 22, 13

25. FUTURE Wednesday, May 22, 13

26. All brands have to be content programmers Wednesday, May 22, 13

27. 5 step process 41 AUDIT 2 CONTENT 3 CONTEXT 5 OPTIMIZE ANALYSIS Wednesday, May 22, 13

28. BOUGHT OWNED EARNED 1 AUDIT Bought Owned Earned Wednesday, May 22, 13

29. 2 CONTENT Wednesday, May 22, 13

30. PROFESSIONAL Associate/Sponsor/ Integrate/Promote 2 CONTENT Wednesday, May 22, 13

31. CONSUMER Curate/Enable/ Appropriate/Celebrate PROFESSIONAL Associate/Sponsor/ Integrate/Promote 2 CONTENT Wednesday, May 22, 13

32. BRANDED Ideate/Fund/Produce/ Create CONSUMER Curate/Enable/ Appropriate/Celebrate PROFESSIONAL Associate/Sponsor/ Integrate/Promote 2 CONTENT Wednesday, May 22, 13

33. 3 CONTEXT Wednesday, May 22, 13

34. thank you Wednesday, May 22, 13

The Story Lab's Angelea Courtin on Rethinking Content

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