MobiU2011 Lecture: STRAT211 Mobile Content - Playboy
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The document discusses how content is important across all platforms and how the rules for distributing content are changing. It emphasizes that the principles of good content - such as entertaining audiences and providing value - remain the same regardless of the medium. It also highlights how individual consumers now have more power to influence brands through user-generated content on social media and mobile platforms.
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MobiU2011 Lecture: STRAT211 Mobile Content - Playboy
- 1. Presented by the Heartland Mobile Council Content and Mobile Marketing: We’re All in the Content Business Sam Jemielity, Director of Content, Playboy Print/Digital Group @samjemielity @playboy Event hashtag #MobiU2011
- 9. BAD TEACHER 2011: Facebook
- 10. BAD TEACHER 2011: Twitter
- 11. BAD TEACHER 2011: The Smoking Jacket
- 12. Digital Landscape: Playmates are Brand Ambassadors
Notas del editor
- I’d like to talk to 3 main points that I believe are all applicable to anyone trying to figure out how custom content can best serve their mobile marketing strategy
- Goal: Incorporate brands’ messages into our content while still engaging our audience within the platform. Tailor our digital campaigns to the possibilities of new media and new platforms: videos, social media campaigns, Facebook campaigns Attempt to stay true to the legacy of the brand while striving to be as modern and cutting edge as possible
- BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
- BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
- BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
- BAD TEACHER DIGITAL > ONLINE – Videos TWITTER – Twitpics with Playmates as Bad Teachers FACEBOOK – Bad Teacher Tab recognize the potential broader audience out there you can attract by adapting your content to new mediums and platforms leverage the social media presence not just of our brand, but of influential ambassadors of our brand – Hugh Hefner, Playmates, other models Have a brand that went from accessing audience once a month, to ideally weekly or daily, to now potentially 24/7.
- one step beyond. Critical of the pizza in three-foot letters on a news ticker in the middle of Times Square. I can see some brand managers breaking out in a cold sweat thinking of seeing that.
- , that consumers have so many avenues to share their opinion about your product that you might as well encourage that exchange of information and make it work for you Admit you’re not perfect, find a way to show authenticity, and you can win more admirers than pretending to be perfect Speaking of bottle… Dos Equis – I don’t always drink beer, but when I do, I prefer Dos Equis
- I come from a content background, and I think that gives a different perspective. You want to entertain and engage, you weren’t really trying to sell something So as branded entertainment has evolved, as content has become more a marketing tool, I still want to first and foremost engage the user Amazon has done an amazing job by putting your own recommendations in front of you, based on your buying history. iTunes does the same thing. You’re programming your own experience. Groupon and other social coupon sites give people value in the areas they like the best so people keep coming back.
- I come from a content background, and I think that gives a different perspective. You want to entertain and engage, you weren’t really trying to sell something So as branded entertainment has evolved, as content has become more a marketing tool, I still want to first and foremost engage the user Amazon has done an amazing job by putting your own recommendations in front of you, based on your buying history. iTunes does the same thing. You’re programming your own experience. Groupon and other social coupon sites give people value in the areas they like the best so people keep coming back.
- Cooking websites. People used to have hundreds of recipes in different cookbooks. Now, you can search any ingredients on the internet at a moment’s notice. But it also has to make sense for the medium. Internet: Recipes, booking travel, these are things you do at home. You don’t decide to travel on the spur of the moment and most people won’t study a recipe on the bus. So a travel booking website or recipe site will probably not benefit as greatly as others from adapting to mobile functionality. Where do consumers see your brand when a mobile phone would help them? At a grocery store > coupons, product information, an easy recipe along with the other ingredients to get at the store
- Content needs to be there when you need it How many Groupons get wasted b/c you order it at your desk planning to use it and then let it sit Groupon Now is not going to get wasted, consumer friendly And these restaurants need to be open, the information needs to be accurate