"Awesome Content"

AWESOME CONTENT
21 March 2013

Wednesday, March 27, 13

Hello.


http://youtu.be/gxVITKW5GDI


Never Underestimate The Power Of A Great Story


Digital Dive 2001


http://youtu.be/JtgC3CXs52g


http://youtu.be/UR4mlLiyjYo


The New Age In Storytelling


THE DIGITAL CANVAS
Six (6) key guide posts of the digital canvas


Understanding The Digital Canvas


1. # Engage Me


2. # Keeping it real vibe


3. # Sharing Culture


4. # Trust as a currency


5. #Real Time / Whenever & Wherever


6. #Cross Screening Behavior

Multiple Devices,
Cross screen
experiences


THE DIGITAL CANVAS
1. Engage Me
2. Keeping it real vibe
3. Sharing Culture
4. Trust as Currency
5. Real Time / Whenever & Wherever
6. Cross Screening Behavior


FOURSOME
4 Key Building Blocks In Creating Content


1.KNOW WHO YOU
ARE AND WHAT YOU
STAND FOR
Your brand and tone & voice


Your Brand and Tone & Voice


2.KNOW YOUR
AUDIENCE
Insight is King; Context is Queen.


Know your audience: Meaningful Insights
Discover meaningful insights
from your target audience
to latch on your story


Know your audience: Beyond Demographics

Beyond the mass socio
demographic
Profiling


Know your audience : The Swarm

Where they thrive,
what motivates them


3.DETERMINE YOUR
CHOICE OF MEDIUM
Build your choice of platform wisely;
strategic use of your distribution channels


Not All Platforms Are Created Equal


New Paradigm : Brand Inspired Dialogue

“I” Talk “We” Talk “They” Talk
What the Brand Says What the consumer experiences What others say about
(Interactions & conversations) the Brand
Mass media and touch points, Interaction touch points key to the customer Unpartisan, opinions driven by
people's conversations and media
classical advertising (spots, print experience (Brand website, SEO, mobile apps, (Person-to-person, prescriber-to-
ads, radio, OOH, internet display, Sales Force, Costumer Service, Brand Facebook, consumer conversation, consumer-driven
comparison and ranking sites, Blogs, FB,
video on-line pre-rolls, sales calls Brand YouTube Ch, Brand Twitter, Brand Blogs, Twitter, forums and any other consumer
POS, Loyalty Cards, Sponsored Links/SEM, call opinions in digital platforms)
and letters, PR, sponsorships… )
center, coupons…)


4.IDENTIFY YOUR
DIGITAL STORY
Storytelling that transforms to
meaningful experiences and actions


The Art Of Story Telling

> Message
> Conflict
> Plot
> Character/s
> Narratives


Creativity in Digital


Creativity in Digital : Brand Triggers


Collaboration & Co-Creation

Your audiences
embraces and collaborates
in creating our story.


From Messages to Meaningful Experiences


From Messages to Meaningful Experiences
“Digital creativity is a plan for
arranging elements in such a
way as best to accomplish
a particular purpose.”
Ana Andjelic, Digital Strategist Droga5


Key Check Points

Why should they care? Why should they
share? Why should they trust?


FOURSOME
Key Building Blocks In Creating Content
1. Know who you are and what you stand for
2. Know your audience
3. Determine your choice of medium
4. Identify your digital story


BRANDS THAT GET IT


Brands That Get It


Brands That Get It

http://youtu.be/Bj3QLLTFDX8


Brands That Get It

http://youtu.be/FHtvDA0W34I


Brands That Get It

Awesome Content = Awesome Results
10.7 million total video views + 7.3 million LIVE viewers on YouTube
Landing photo got 29,000 shares/ 216,000 likes/10,000 comments in
< 40 minutes/Twitter: Almost half of all globally trending topics were
related to Stratos


GUIDE POSTS IN
CREATING STORIES


1.PEOPLE FIRST
NOT TECHNOLOGY.


PEOPLE FIRST NOT TECHNOLOGY

http://youtu.be/SD951tHz38g


2.REAL TIME IS
MAGICAL.


Real Time is Magical.


Real Time is Magical.

http://youtu.be/Sh-JRoY7_LU


3.INSIGHT IS
KING.INFLUENCE
IS QUEEN.


THE SISTERHOOD STORY

Insight is King. Influence
is Queen. „the sisterhood story‰

52



53


http://youtu.be/4KSghafk8sE


4. OCCASIONS
THAT STRIKES
THE HEART


Occasions That Strikes The Heart


Occasions That Strikes The Heart

http://youtu.be/BGLzgKjbLfY


5.PASSION AND
MOTIVATIONS.


Passion and Motivations



http://youtu.be/UVCoM4ao2Tw


6.STORIES AND
CONVERSATIONS.


Stories and Conversations



http://www.youtube.com/watch?
v=SHLfaTFMVfo&feature=share&list=PLTomcJV1biiQc2-YTcjbE4yAQ2WVBuWDv


76 MILLION TOTAL IMPRESSIONS

826, 000 TWITTER REACH WITH 460
TWITTER MENTIONS WITH THE
HASHTAG #REDMUGSESSIONS

AT LEAST 588,000 VIDEO VIEWS
AND 208,000 ENGAGED USERS IN
TOTAL


7.MEANINGFUL
EXPERIENCES.


Meaningful Experiences



http://youtu.be/0qIK1PVWG60



http://youtu.be/s3NBQGWUm6U


GUIDEPOSTS
1. People First Not Technology
2. Real Time Is Magical
3. Insight is King. Influence is Queen.
4.Occasions That Strikes The Heart
5. Passion and Motivations
6. Stories and Conversations
7. Meaningful Experiences


Good to add in your knowledge knapsack

Create awesome content
Simple content strategy, writing and collaboration advice.
By Cheri Hanson


My Contact Details

eduardo.mapa@havasmediaortega.ph

http:// www.facebook.com/eduardomapajr


THANK YOU


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