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06.03.2014Sustainable Brands San Diego
Why Consumers Love Brands that Tell Good Stories
The Value and Values of
Content Ma...
Geof Rochester, The Nature Conservancy
Eduardo Balarezo, Lonesome George
Natasha Deganello Giraudie, Micro-
Documentaries
...
A show of hands, please.
How many screens in your life?
How many hours a day do you consume content?
How much do you spend...
The MomentWhy Branded Content Matters
4
Text
PlatformProduct
Transaction
Co-created Dialogue
Logo & Tagline Experience
Marketing
What
Monologue
How
Movement
Trans...
Branded content blurs distinctions between conventional
advertising and entertainment. It fuses the two into one
product i...
From energy drink to
sports and entertainment studio
A Great Moment for Brands
7
From credit card to
small business platfo...
Best Practices
8
#1
Personify your brand.
10
#2
Reflect your core.
#3
Make it useful. Relevance rules.
14
#4
Rely on others.
16
#5
Curate. Curate. Curate.
18
#6
Let me participate.
20
#7
Bring it to life.
22
•How does storytelling help move us from
awareness to action?
•Is it underleveraged when it comes to CSR/
sustainability?
...
Our Panelists
24
The Value and Values of Content Marketing Today:
Why Consumers Love Brands that Tell Good Stories
GEOF ROCHESTER, MANAGING...
NEED TO GO BEYOND THE CHOIR
/2
TNC = 1M
U.S. 18+ = 219M
Concerned = 127M
Engaged = 30M
LACK OF EMOTIONAL RESONANCE
/3
Religion 33%
Education 13%
Gifts to Grantmaking
10%
Unallocated Giving
10%
Human Services
9...
The Nature Conservancy (TNC)
/4
Protect & Restore
Transform by Valuing
Inspire and Broaden
STORIES TO SCALE
500 SCIENTISTS + 35 COUNTRIES = 700 PROJECTS
CONSERVING
CRITICAL LANDS
REDUCING IMPACTS OF
CLIMATE CHANGE...
MEET PEOPLE WHERE THEY ARE
/6
Art
Food
Educati
on
Sports
Music
Water
THE POWER OF WATER
/7
/8
CULTURAL
RELEVANCE
/9
MULTI-PLATFORM
S A V I NG TH E
A TL A NTI C R A I NF O R E S T
/10
MEGA BRANDS
MACY’S
•
•
•
•
/11
MEDIA
PROPERTIES
NEW VERTICALS
/12
TOUGH TOPICS
/13
/14
UNUSUAL PARTNERS
EDUARDO BALAREZO
FOUNDER & CEO
@ED_BALAREZO
LONESOMEGEORGE.NET
15
MIND SHIFT IMPACT
16
17
18
19
20
21
AGENT OF CHANGE
CLASS 2013
COURAGE, COMPASSION AND ACTION
TO CREATE
SYSTEMIC, SUSTAINABLE AND SCALABLE
SOCIAL IMPACT
22
23
24
25
26
CTA CAMPAIGN TO TURN AWARENESS INTO
ACTION FROM THE GROUND UP.
COMPLEMENTED WITH SOCIAL MEDIA.
DIRECTED TRAFFIC TO ONLINE ...
28
30
31
32
33
Capture Audience Attention
Advance Legislation
Feed Millions of Children
Earn Thought Leadership
tools
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories
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The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

SB'14 San Diego:

Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG
Natasha Deganello Giraudie, CEO, Micro-Documentaries
Chris Arnold, Director of PR, Chipotle
Eduardo Balarezo, CEO and Founder, Lonesome George
Geof Rochester, CMO, The Nature Conservancy

This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.

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The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories

  1. 1. 06.03.2014Sustainable Brands San Diego Why Consumers Love Brands that Tell Good Stories The Value and Values of Content Marketing Mitch Baranowski @whichmitch @ItsBBMG
  2. 2. Geof Rochester, The Nature Conservancy Eduardo Balarezo, Lonesome George Natasha Deganello Giraudie, Micro- Documentaries Chris Arnold, Chipotle Meet Your Panelists 2
  3. 3. A show of hands, please. How many screens in your life? How many hours a day do you consume content? How much do you spend per month? Do you go directly to any brands for content? 3
  4. 4. The MomentWhy Branded Content Matters 4
  5. 5. Text PlatformProduct Transaction Co-created Dialogue Logo & Tagline Experience Marketing What Monologue How Movement Transformation Brand 2.0Brand 1.0Paradigm Shi The role of content in branding has changed forever thanks to generational shifts, technology shifts and new economic forces at play. 5
  6. 6. Branded content blurs distinctions between conventional advertising and entertainment. It fuses the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality. Unlike conventional forms of entertainment, branded content is generally funded by a brand or corporation rather than a studio or group of producers. What is branded content? 6
  7. 7. From energy drink to sports and entertainment studio A Great Moment for Brands 7 From credit card to small business platform
  8. 8. Best Practices 8
  9. 9. #1 Personify your brand.
  10. 10. 10
  11. 11. #2 Reflect your core.
  12. 12. #3 Make it useful. Relevance rules.
  13. 13. 14
  14. 14. #4 Rely on others.
  15. 15. 16
  16. 16. #5 Curate. Curate. Curate.
  17. 17. 18
  18. 18. #6 Let me participate.
  19. 19. 20
  20. 20. #7 Bring it to life.
  21. 21. 22
  22. 22. •How does storytelling help move us from awareness to action? •Is it underleveraged when it comes to CSR/ sustainability? •How do we go beyond the core to reach new audiences? •How do we involve consumers in co-creating our content? •How far do we go to attract eyeballs? •How do we stay on brand, keep it authentic? •How do we produce a lot of content for not so much money? A Few Questions 23
  23. 23. Our Panelists 24
  24. 24. The Value and Values of Content Marketing Today: Why Consumers Love Brands that Tell Good Stories GEOF ROCHESTER, MANAGING DIRECTOR
  25. 25. NEED TO GO BEYOND THE CHOIR /2 TNC = 1M U.S. 18+ = 219M Concerned = 127M Engaged = 30M
  26. 26. LACK OF EMOTIONAL RESONANCE /3 Religion 33% Education 13% Gifts to Grantmaking 10% Unallocated Giving 10% Human Services 9% Public-society Benefit 8% Health 7% Arts, Culture, & Humanities 4% International Affairs 3% Environment/Animals 2%
  27. 27. The Nature Conservancy (TNC) /4 Protect & Restore Transform by Valuing Inspire and Broaden
  28. 28. STORIES TO SCALE 500 SCIENTISTS + 35 COUNTRIES = 700 PROJECTS CONSERVING CRITICAL LANDS REDUCING IMPACTS OF CLIMATE CHANGE RESTORING OUR OCEANS SECURING FRESH WATER
  29. 29. MEET PEOPLE WHERE THEY ARE /6 Art Food Educati on Sports Music Water
  30. 30. THE POWER OF WATER /7
  31. 31. /8 CULTURAL RELEVANCE
  32. 32. /9 MULTI-PLATFORM
  33. 33. S A V I NG TH E A TL A NTI C R A I NF O R E S T /10 MEGA BRANDS MACY’S • • • •
  34. 34. /11 MEDIA PROPERTIES
  35. 35. NEW VERTICALS /12
  36. 36. TOUGH TOPICS /13
  37. 37. /14 UNUSUAL PARTNERS
  38. 38. EDUARDO BALAREZO FOUNDER & CEO @ED_BALAREZO LONESOMEGEORGE.NET 15
  39. 39. MIND SHIFT IMPACT 16
  40. 40. 17
  41. 41. 18
  42. 42. 19
  43. 43. 20
  44. 44. 21
  45. 45. AGENT OF CHANGE CLASS 2013 COURAGE, COMPASSION AND ACTION TO CREATE SYSTEMIC, SUSTAINABLE AND SCALABLE SOCIAL IMPACT 22
  46. 46. 23
  47. 47. 24
  48. 48. 25
  49. 49. 26
  50. 50. CTA CAMPAIGN TO TURN AWARENESS INTO ACTION FROM THE GROUND UP. COMPLEMENTED WITH SOCIAL MEDIA. DIRECTED TRAFFIC TO ONLINE TOOLKIT TO LEARN MORE AND SUBSCRIBE. 27
  51. 51. 28
  52. 52. 30
  53. 53. 31
  54. 54. 32
  55. 55. 33
  56. 56. Capture Audience Attention
  57. 57. Advance Legislation
  58. 58. Feed Millions of Children
  59. 59. Earn Thought Leadership
  60. 60. tools

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SB'14 San Diego: Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG Natasha Deganello Giraudie, CEO, Micro-Documentaries Chris Arnold, Director of PR, Chipotle Eduardo Balarezo, CEO and Founder, Lonesome George Geof Rochester, CMO, The Nature Conservancy This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.

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