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Creating a Killer Digital and Mobile Content Strategy

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Veröffentlicht am

"Crafting a Killer Digital & Mobile Content Strategy" Keynote by Mia Dand, CEO, Lighthouse3 at Total Digital Experience 2014

Veröffentlicht in: Marketing
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Creating a Killer Digital and Mobile Content Strategy

  1. 1. Crafting a Killer Digital and Mobile Content Strategy Mia Dand, CEO, Lighthouse3 Photo Credit: Markus Spiske
  2. 2. Mia Dand @MiaD #TotalDigital2014 Top Rank's list of "25 Women That Rocked Social Media in 2013
  3. 3. Lighthouse3 Overview Consulting Services Digital,Social Media & Mobile -Strategy& Planning -Community management -Content creation & curation -Organization planning & talent assessment Product/Platform DigitalContent Marketplace with a Social Purpose •Connect digitalcontent creators to publishers, marketers and business owners around the world. •Empower disadvantaged groups (women &minority youth) with training to create digital content. •Currently in alpha, launch in Q1 2015
  4. 4. 10 Steps to a Killer Digital and Mobile Content Strategy
  5. 5. http://www.statisticbrain.com/attention-span-statistics/ Attention span in 2000 –12 seconds
  6. 6. Attention span in 2013 –8 seconds http://www.statisticbrain.com/attention-span-statistics/
  7. 7. http://www.statisticbrain.com/attention-span-statistics/ Attention span in 2013 –9 seconds
  8. 8. Fact #1. Your average user has shorter attention span than a goldfish
  9. 9. Fact # 2. There’s a lot of content out there
  10. 10. The Shift
  11. 11. Fact #3. Digital landscape is constantly changing
  12. 12. http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/
  13. 13. Fact #4. All digital marketing channels lead to mobile.
  14. 14. What does this mean for you as a Digital Marketer?
  15. 15. www.wallpaperhi.com
  16. 16. It’s a balancing act.
  17. 17. Your content needs to stand out.
  18. 18. www.cbsnews.com
  19. 19. Mobile is the new blacknorm.
  20. 20. "Iskateto where thepuckis going to be, not where it has been." -Wayne Gretzky, “The Great One” sportsillustrated.cnn.com
  21. 21. Go where the puck is headed.
  22. 22. How many smartphones were sold worldwide in 2013?
  23. 23. 1 billion smartphones sold in 2013 Projected: 1.2 billion in 2014 and 1.7 billion in 2018. ~ IDC
  24. 24. 63percent of the Americans surveyed said they check their smartphone at least once every hour...
  25. 25. …9 percent said they checkevery 5minutes. ~Harris Interactive survey
  26. 26. 44% of cellphone owners sleep with their phone by their side so they don’t miss any notifications. ~ Digital Buzz Blog, SuperMonitoring.com
  27. 27. drvoice.blogspot.com
  28. 28. # 1 Your digital strategy needs to be mobile-first
  29. 29. 93% of smartphone owners use their phone to go online. ~Pew Research Center, Sept 2013
  30. 30. Over 40% of emails are opened on mobile devices ~eMarketer, July 2013
  31. 31. # 2 Digital experiences must be optimized for mobile
  32. 32. “Content precedes design. Design in the absence of content is not design, it’s decoration.” ~Jeffrey Zeldman(@Zeldman)
  33. 33. #3 Create relevant content
  34. 34. Content relevance Relevant to Business Interesting to user
  35. 35. Low relevance to user Relevant to Business Interesting to user X
  36. 36. Low relevance to business Relevant to Business Interesting to user X
  37. 37. Relevance to business and user Relevant to Business Interesting to user X
  38. 38. #4 Create share-worthy content
  39. 39. Share-worthy content triggers an emotional response
  40. 40. It makes you laugh…
  41. 41. …pulls at your heart strings
  42. 42. Source: Clever Girls Collective
  43. 43. …makes you think
  44. 44. But more importantly, it makes you take action
  45. 45. “I didn't have time to write a short letter, so I wrote a long one instead.” ―Mark Twain
  46. 46. #5 Create content that’s easy to share Hint: Less is more!
  47. 47. Welcome to the world of (ephemeral) microcontent!
  48. 48. Snapchat
  49. 49. But wait! I don’t market to the millennials…
  50. 50. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. ~ Source:3M CorporationandZabisco www.daviddisalvo.org
  51. 51. #6 Go big on visuals
  52. 52. @jetsettingjulie
  53. 53. @jetsettingjulie
  54. 54. @jetsettingjulie
  55. 55. http://www.mcngmarketing.com
  56. 56. Online/social recommendations used to drive offline retail
  57. 57. #7 Context is everything
  58. 58. http://voices.washingtonpost.coml
  59. 59. Being in the right place at the right time with the right content
  60. 60. Online meets offline! Estimote.com
  61. 61. Estimote.com Context-relevant offers.
  62. 62. #8 Create integrated, interactive experiences
  63. 63. #9 Bring it all together
  64. 64. #10 Set up your organization for success
  65. 65. Secret: Operational excellence
  66. 66. Operational what???? netizenbuzz.blogspot.com
  67. 67. Create, curate & distribute digital contentquickly and cost-effectively.
  68. 68. Brand User Time X Message
  69. 69. Tweet your responses to @MiaD §How long does it take for your organization to create, curate, and distribute digital content? §Are you designing digital experiences that are engaging and integrated? §Are you creating relevant, share-worthy content? §Are you making it easy for users to share your digital content across mobile devices? §Is your organization set up for success? §Are you constantly testing & innovating?
  70. 70. Thank you! Mia Dand @MiaD Mia@Lighthouse3.com

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