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People, Experience, Strategy, Mindset, Creativity
05.11.2015
Ralfs Vīlands | Vīlands Associates Corporate Communications | Public Affairs
BEHAVIOUR/COMMUNICATION IN THE 21ST CENTURY
CONTENT
Society
Media
Business
New Modus Operandi
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SOCIETY
Consumer vs citizen/activist identities.
Fragmentation in reference groups and tribes.
Probably no substantial information exchange
outside reference groups.
Attention span of 7 seconds.
Growing dominance of millennials.
BUSINESS
Growing pressure from dual-consumer vs
citizen/activists interests.
Purpose orientated (profit can’t be the only purpose).
Innovations as a public exposure and a public
competition tool.
Direction of public leadership.
MEDIA
Fragmentation continues. Most adapted are Internet,
TV and hybrids of both.
As dialogue and influence channels:
Paid media: uses an old approach – smaller influence.
Earned media: thanks to the dominant competition of tabloid thinking. Click is the king. Weak editorial control.
Owned media: growing share of voice!
Example: Weak editorial control.
OWNED MEDIA
You can be media yourself since production tools are
similar.
Controlled exposure of company culture.
Well-produced owned content often becomes a
part of earned media.
The best way to demonstrate a purpose.
Video content is booming (Facebook and Youtube cases in Cannes Lions).
OWNED MEDIA II
Storytelling Content marketing
Both are effective in owned media platforms.
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WHY STORYTELLING? WHY NOW?
People enjoy receiving content as a story. This is
nothing new.
New is the fact that now it’s easier to receive and re-tell the
story to a friend than ever before.
Once upon a time…
WHY STORYTELLING? WHY NOW?
Story is the best way how to tell about a product or a purpose in a customer centric, contextual lifestyle manner.
The best way how to trigger attention in 7 seconds.
The best way how to tell why we are doing, instead
of what we are doing.
That is why a decent owned story could be as influential as a third party prepared, editorially independent content.
WHY CONTENT MARKETING?
There are plenty of tech platforms for integrated exposure of content, based on where the audience is.
Media outlets are more open for new, different
hybrid cooperation forms.
Each audience can be targeted with specific sub-
content.
GOOD STORY IS LIKE A PRISON –YOU SIMPLY CAN’T GET OUT!
