Sunday, April 23, 2017

Looking for Inspiration: Content Marketing

The Story of Content: Rise of the New Marketing explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more...

"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action", (Content Marketing Institute, 2014).
"Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty", (Content Marketing Institute).

Saturday, April 22, 2017

Looking for Inspiration: Excerpts About Converged Media

Daniel Newman recommend us"(to) focus on creating a holistic strategy comprised of all three. Create engaging, customer-oriented, and problem-solving content through owned media, with paid efforts, get that content strategically placed where it can be spotted by your target audience, and finally, earn the audience’s trust and support and turn them into your brand advocates".

"As your company’s content strategy becomes more sophisticated, it’s important to consider different types of media for your outreach efforts. The internet has changed the paradigm from “please tell my story” to finding platforms that allow you to tell your own tale. A content strategy helps you identify needs, prioritize projects, and invest limited resources (including human, financial, and time) in the most effective way.
But the best content strategies don’t just focus on blogs and social media. Instead, they recognize the convergence of different types of media as an opportunity to create a content strategy that combines the powers of all media channels. A content plan that integrates owned, earned, and paid media will support your business goals and quickly position you as an industry leader", Jayson DeMers.

"The Converged Media Imperative: How Brands Will Combine Paid, Owned and Earned Media" research report, "reveals that consumers, who flit like so many butterflys between devices, screens, windows and channels, are making little distinction between media types.
Paid, owned, and earned media? It’s rapidly becoming all just…media. Ads, blog post, social interactions – either they’re interesting (or entertaining, or engaging, or helpful, etc.), or they’re not.
Brands must integrate paid, owned and earned channels now.
Paid must inform owned which must inform earned, and vice versa, and sideways, too. It’s complicated, but it can pay off in much-improved optimization, reach, insights and above all, effectiveness. We like to think of it as a stool. Three legs (paid, owned and earned) provide a better foundation than one or two would (...) Converged media is both a reality and an opportunity for better integration and collaboration across a myriad of digital specializations
", said Rebecca Lieb.

The report describes Converged Media as "utilizing two or more channels of paid, earned, and owned media…characterized by a consistent storyline, look, and feel…(whereby)…all channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline".


Friday, April 21, 2017

Looking for Inspiration: Excerpts About Advocate Marketing

"2016 will be the year advocate marketing breaks through as a top priority for marketers.
What is advocate marketing? It’s having your top customers making recommendations, referrals and references, resulting in more authentic customer content, extended social reach, customer-driven innovation and more
" said Michael Ansaldo.

"In a worldwide Nielsen survey, 92% of online consumers said they completely trust or somewhat trust recommendations from people they know and 70% said the same of consumer opinions posted online (...) As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their good-will in the form of consumer feedback and experiences. Brand advocates are an invaluable resource both on and offline.
Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011" (Nielsen, 2012)

The digital space allows customers to become advocates. "Brand advocates are highly satisfied customers who go out of their way to actively promote the products they love and care about"(Fuggetta, Rob. 2012, Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force).
These brand advocates are at the very heart of the paid, owned earned media equation. They are customers who, typically, have a large online network. Brand advocates are ambassadors who recommend a particular brand without receiving payment or compensation for their advocacy. These advocates may provide reviews or rating, they may share photos, and they may be active in a brand forum by assisting others giving information and recommendations.

Big Companies plus thousands of small and medium-sized firms, are leveraging social-media powered Advocates to serve as volunteer marketing forces.

Advocate Marketing Roadmap by Rob Fuggetta:
  1. Build your "Advocate Army". "One of the easiest ways to do this is to ask the “Ultimate Question” for customer loyalty: (On a scale of 0-10), how likely are you to recommend us to friends or colleagues? Customers who answer 9 or 10 are considered Advocates".
  2. Energize your Advocates. "Activate Advocates by making it easy for them to rate and review your products, create compelling stories and videos about their experiences with your company, share offers with their social networks, and more". Giving Advocates access to exclusive content will be a good idea ;-)
  3. Track and optimize results. "Advanced Advocate marketing services enable marketers to track and optimize Advocate marketing results plus capture insights about their Advocates".
Two extra tips from Walt Rampata: You should provide them with great content they want to share and make it super easy for them to share.
In the age of social media discovering your brand’s super fans and helping them leverage that passion for growth should be at the top of every marketer’s agenda.

Here you can find some basic metrics to look for and questions you need answered to measure the impact of your campaigns.

Thursday, April 20, 2017

Looking for Inspiration: Excerpts About Paid Owned Earned Media (P.O.E.M)

Marketing has changed more in the last years, than it has in more than half a century before.

"The game has changed. The world of marketing has evolved alongside new media, and what has resulted is a system which would have been completely unrecognizable – and, perhaps, wholly absurd – to a marketing professional just a few short decades ago. Just as new media has changed the consumer, it’s also changed the professional – and the way those professionals communicate", stated Nicholas Greene.
  1. A Whole New Toolkit
  2. Power to the People
  3. Interactivity
  4. Competition has Kicked into Overdrive
  5. A Narrowing of Niches
  6. More Marketing Freedom
  7. Time is Money is Effort
  8. The Sales Funnel is Broken
  9. From Ideas to Experiences
  10. A Business-Wide Effort
"Advertising should no longer be a task left solely to the marketing division. Instead, to pull off a successful advertising campaign is a company-wide effort. In order to accommodate the new technologies that go hand-in-hand with new media, an organization needs to reshape its entire infrastructure, and rethink the way it operates", Nicholas Greene concluded.

"We’re engulfed in a digital revolution, which is the equivalent of the Industrial Revolution of the 19th century. And it’s not just the marketing industry, it’s every industry involved in this. Retail is having to evolve to the online model very quickly; banking is already moving most of its stuff into an online space. So that’s driving a lot of this… There are new tools and they’re really interesting, but what’s more interesting is how we use them, and even more interesting is what are the things that we shouldn’t be changing? What are the principles of return in terms of engaging people? We’re still talking about human beings here. And I think there’s a temptation to have change drive the work that you do, as opposed to the work that you do driving the change that you want to see
(...)We're all in the entertainment industry now (...) and it's not a matter of interrupting people the way that we used to, it's actually how we get them to come to us willingly and voluntarily", said Dan Gregory.

Paid Owned Earned Media (P.O.E.M) is a framework that marketers use which incorporates a blended approach of traditional marketing, digital media and engagement as a more holistic marketing strategy.

Nokia was an early pioneer in this space. "Earned Media is where the action is. This is where you have done something so cool or interesting that people want to use their own media to tell others about it, and hence you earn media", said Dan Goodall.

"The terms "earned, owned and paid (aka bought) media" have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today", said Sean Corcoran 

"There are still a lot of marketers out there buying their media when they could earn it, and earn it a lot less expensively", said Fred Wilson.
Wilson suggests the media universe comes down to a blend of paid media and earned media, the latter of which is becoming increasingly important in this age of consumer expression and conversation.

"We need to think about platforms like Facebook, (...) and Twitter as "context" that enables earned media, not an end in and of itself
Earned media could include the media brands cultivated via Twitter, Facebook, blogs, viral marketing campaigns and much more (...but) this isn't easy, and, at least in the short term, it may not necessarily be cheaper (...) For instance, I have repeatedly argued that customer service is a form of advertising -- classic earned media, in fact -- but getting it right is far from easy and requires upfront investment and expertise that's well out of the scope of most media planners", said Pete Blackshaw.
"The vast majority of earned media (...or "consumer-generated media") comes from brand experiences (...) For certain sectors like travel or hospitality, the employee interaction is the No. 1 incubator of earned media (...) Increasingly, just showing evidence that you care about what the consumer says incubates earned media", noted Pete Blackshaw.

"Earning digital media doesn't mean it's free. It's not. It's just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what's being said about your brand and engage on your behalf (...) The people talking about your products and services are never compensated by an agency or network—however they can be set into action by triggers you've put in place. This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even better the topics associated around them", said David Armano.

Paid media

"Simply stated, you pay for this type of media – tools like Google AdWords, or different types of search and display advertising, SEO and PPC campaigns, and so on (...) There used to be time when digital marketing was synonymous with paid media. Not anymore. While paid media has its place, times have changed and people have gone beyond responding to promo pitches and clever commercials. Now they are more interested in building relationships with brands they trust and they are seeking involvement with those brands regularly",  said Daniel Newman

Owned media

"This is the media channel created by your business – the content that you own, in entirety. Think of it as the content featured on your website: your blog posts, the free whitepapers or eBooks that you offer, and any content that you are giving away in the hopes of winning new leads for your business. It also includes the content that you share on your company’s behalf across various social media sites. To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up", noted Daniel Newman.

Earned media

"Earned media places customer into your media channel. The need for customer engagement reaches its pinnacle with earned media. It draws the attention of your prospects and customers, turns them into brand advocates and influencers, who will in turn push your brand before the eyes of more customers and potential brand advocates. You can even consider this the return of good-old “word-of-mouth marketing,” albeit with a modern twist.
Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all
", explained Daniel Newman.

Thursday, April 6, 2017

Looking for Inspiration: Excerpts About Branded Content (Dove Case Study)

Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production. Often utilized in native marketing, and somewhat similar in appearance, though different in technique than content marketing, branded content typically presents itself as something other than a marketing ploy first, albeit simultaneously  and always presented as a highly branded property and often labeled as "sponsored".

Dove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign.
The video was produced by the Ogilvy & Mather ad agency. Anselmo Ramos, a vice president and creative director at Ogilvy Brazil, is one of the key creatives behind this campaign.
Back in 2007, when Dove won the Cannes Grand Prix with “Evolution,” the “Real Beauty” concept was a completely different point of view from the entire beauty industry. Now that the Campaign for Real Beauty has been established, our job was to talk straight to women in a more intimate, personal way. "Everything is a conversation really”, Ramos says of his creative philosophy. "Consumers are ready to engage with brands. We just need to entertain them" (Jessica Grose, Fast Company, 2013).

Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves. Each woman is the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description, and the other using a stranger’s observations. The results are surprising…
Inspired by market research that suggested only 4% of women describe themselves as beautiful, and around 54% believe that when it comes to how they look, they are their own worst beauty critic, Unilever's Dove brand has been conducting a marketing campaign called Dove Campaign for Real Beauty that aims to celebrate women's natural beauty since 2005.
More than 50 million people viewed the Dove video within 12 days of its release.
To date, Real Beauty Sketches has been viewed almost 180 million times. It was the most watched online branded content of 2013 and the third most shared branded video. While it says nothing about the qualities of the product itself, the campaign got the world talking, and Dove has been part of that conversation – boosting sales massively in the process.
"I think what made this campaign perform particularly strongly is the content, which elicited the intense emotional responses of ‘warmth, ‘happiness’ and ‘knowledge’ from its target demographic — one of the key factors behind a video’s sharing success", David Waterhouse told Business Insider. "But, more importantly, we are really seeing social motivations behind sharing becoming a lot more important. Brands have to give people a reason to share the video".
A video really soars when consumers don't just want to watch it on YouTube, but they also want to share it with their friends. That's why good content is a key starting point.
"The pace of sharing for this campaign is also unprecedented", Waterhouse said. "In its first two weeks it attracted an incredible 3.17 million shares — that’s more than any other ad has managed in the same period, including VW's 'The Force,' [TNT's] 'Dramatic Surprise,' and 'Dumb Ways To Die,' the first, second and fourth most shared ads of all time respectively" (Laura Stampler, Business Insider, 2013).
Dove Skin VP Fernando Machado told BI that the video first launched in four key markets: the U.S., Canada, Brazil, and Australia. It was then rolled out abroad, and uploaded in 25 languages and seen in 110 countries.
"The brand partnered with YouTube and Unruly to facilitate the distribution and seeding strategy", Machado said. "PR served as a key channel, generating initial placements with media such as the Today Show, Mashable, Huffington Post and Channel 7 Morning Show in Australia. The film was distributed to top media around the world and was quickly shared by women, men, media and even other brands" (David Waterhouse, Business Insider, 2013).

Tuesday, April 4, 2017

Winning Run Anne-Flore Marxer. Swatch Freeride World Tour 2017: Xtreme Verbier

Anne-Flore Marxer (SUI) took the top position in Verbier with the most aggressive line featuring the field’s largest airs of the day.

Winning Run Sammy Luebke. Swatch Freeride World Tour 2017: Xtreme Verbier

Despite Sammy Luebke (USA) already solidifying his world champion title after the penultimate stop in Haines, Alaska, he still sent two enormous airs in the Dogleg Couloir section of the venue and once again took first place on the Bec.


Winning Run Eva Walkner. Swatch Freeride World Tour 2017: Xtreme Verbier

A suspenseful competition took place in the field as Eva Walkner (AUT) secured her lifelong dream of winning the Xtreme with the biggest and cleanest airs of the day.

Winning Run Reine Barkered. Swatch Freeride World Tour 2017: Xtreme Verbier

A three-way tie for the world title was finally broken by Léo Slemett’s (FRA) spectacular run which began with a committing 360 in the exposed upper part of the venue and was followed by a series of high amplitude airs, earning him the much deserved world title. Yet it was Reine Barkered (SWE) who hammered a stunningly fast line through most of the biggest features of the face with his renowned control and veteran mastery that took today’s top performance in ski men.

Monday, April 3, 2017

Freeride World Tour Champions Crowned at the Xtreme Verbier

The highly anticipated final of the international freeride ski and snowboard tour crowned four new world champions today at the Xtreme Verbier 2017. After several days of unsettled weather, the twenty-eight qualified athletes for the final event of the five-stop FWT were delighted by excellent snow conditions on the renowned and technical 600 vertical meter north face of the Bec des Rosses (3223m).

Ski Men

A three-way tie for the world title was finally broken by Léo Slemett’s (FRA) spectacular run which began with a committing 360 in the exposed upper part of the venue and was followed by a series of high amplitude airs, earning him the much deserved world title. Yet it was Reine Barkered (SWE) who hammered a stunningly fast line through most of the biggest features of the face with his renowned control and veteran mastery that took today’s top performance in ski men.

Ski Women

A suspenseful competition took place in the field as Eva Walkner (AUT) secured her lifelong dream of winning the Xtreme with the biggest and cleanest airs of the day. Third place was enough to place tour veteran Lorraine Huber (AUT) at the top of the overall ranking and earn her first world champion title.

Snowboard Men

Despite Sammy Luebke (USA) already solidifying his world champion title after the penultimate stop in Haines, Alaska, he still sent two enormous airs in the Dogleg Couloir section of the venue and once again took first place on the Bec. Rookie Davey Baird (USA) held his own and rode an untouched part of the venue with an impressive double air which topped off a solid first year on the tour.
"I was pretty nervous, I didn’t eat this morning, my stomach hurt. You always get super nervous when you’re coming to ride the Bec. I had the competition in my mind, but mainly the plan was getting down the face and finding good snow. It didn’t feel like riding down the Bec which is usually super nerve-racking and every run could be your last. It just felt really good!" said Sammy Luebke, FWT17 world champion snowboard men.

Snowboard Women

Marion Haerty (FRA) capped a phenomenal season and clinched the title of world champion with her second place run comprised of cleanly stomped airs and beautiful riding. Anne-Flore Marxer (SUI/FRA) took the top position today with the most aggressive line featuring the field’s largest airs of the day.

The final event of the 10th season of the FWT is capped with tremendous performances from the greatest freeriders in world.

2017 Swatch Xtreme Verbier. Results:

Ski Men
  1. Reine Barkered (SWE)
  2. Léo Slemett (FRA)
  3. Ryan Faye (USA)
Ski Women
  1. Eva Walkner (AUT)
  2. Kylie Sivell (CAN)
  3. Lorraine Huber (AUT)
Snowboard Men
  1. Sammy Luebke (USA)
  2. Davey Baird (USA)
  3. Jonathan Penfield (USA)
Snowboard Women
  1. Anne-Flore Marxer (SUI)
  2. Marion Haerty (FRA)
  3. Audrey Hebert (CAN)
2017 Freeride World Tour. Final Results:

Ski Men
  1. Léo Slemett (FRA)
  2. Reine Barkered (SWE)
  3. Kristofer Turdell (SWE)
Ski Women
  1. Lorraine Huber (AUT)
  2. Eva Walkner (AUT)
  3. Arianna Tricomi (ITA)
Snowboard Men
  1. Sammy Luebke (USA)
  2. Jonathan Penfield (USA)
  3. Davey Baird (USA)
Snowboard Women
  1. Marion Haerty (FRA)
  2. Anne-Flore Marxer (SUI)
  3. Shannan Yates (USA)