THE FOUR PILLARS OF MOVABLECONTENT

4

DIGITAL PR

SOCIAL MEDIA

CONTENT

SEO

WHY FOCUS ON CONTENT ?

*Source: Nielson

22%social

networks

42% viewing content

36%email,

commerce, search

Because content drives links, sharing and word of mouth.

Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active internet users.

54% of bloggers post content or tweet daily

34% of bloggers post opinions about products & brands

200,000,000

NUMBER OF BLOGS

53% Social Network users follow a

brand

32% Social Network users follow a

celebrity

*Source: Nielson

More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.

48% of Facebook users between 18-25 use Facebook as the main source of news.

Content is the new Marketing Spend

And … it is only

projected to grow….

CRITICAL COMPONENTS OF CONTENT4

1. Content Creation & Curation2. SCO/SEO

3. Social Content Marketing4. Engagement

Content is the hub.

Social is the distribution

channel.

Content Marketing is NOT about

Interruption Advertising

WHY IS SEARCH IMPORTANT?

88% Buyers conduct online

research before buying a product or

service

66% of media influencing purchase decisions comes from consumer generated content. i.e. product reviews & recommendations

If your content is not shareable or being shared, your brand is losing out on search.

WHYDIGITAL PR?

• Establish relationships with key blogger communities in your verticals• Create links to like-minded influencers and avid fans• Target other content platforms for high-level brand campaigns• CRM – Customer Relationship Management

Digital PR is about online brand relationships and link building

Reach beyond yourown website

MEASUREMENT

Social analytics.

Content Campaigns can deliver measureable results.

Well designed campaigns can tell you who shared your info with whom and who are your biggest brand influencers.

LOOKING AT THE CABLE INDUSTRY

• How much do you put online?

THE CABLE INDUSTRY CONTENT DILEMMA:

• Where do you point the eyeballs?

• Do you need an App?

• DVR Dominance

Content providers want to be compensated for producing programs and placing on emerging channels and platforms.

Cable operators want to make programming available on multiple channels and platforms while appeasing consumers who balk at paying more than once for the same content AND keeping viable ad revenue streams.

THE OTHER CONTENT DILEMMA:

The CompensationFactor

Whatever screen works.

ENTER THE AGE OF SOCIAL TV

“No matter what screen consumers use to watch TV content shouldn’t matter, as long as we can monetize it and measure it for ratings purposes.”

Stephen Andrade, Sr. VP Digital Development and General ManagerNBC.com

“Extending the customer base to online is going to broaden your demographic push and just bringmore people into the fold.”David Dickman, Sr. VP Digital MediaWarner Bros. Digital

?HOW DO YOU MAKE YOUR NETWORK INTO A SOCIAL NETWORK

ACCORDING TO A RECENT NIELSEN SURVEY:

70% of tablet owners and 68% of smartphone owners report using their mobile devices while watching TV

“Consumers are changing behavior. You need to have interactivity as part of the experience.”Phillippe Dauman, President and CEOViacom

Set boxes are becoming “gateways” in the home that serveContent streams to different devices.

“The role that navigation plays today is much different than channel-up or channel-down.”Robert Marcus, President and Chief Operating OfficerTime Warner Cable

CONSUMERS NEED TOOLS TO SORT THROUGH THE CONTENT.

TIPS FOR BECOMING A SOCIAL NETWORK

USE SOCIAL MEDIA FOR FAN AND CUSTOMER

ENGAGEMENT1CRM and WOM are equally important

BE READY FOR SOME SERIOUS

FEEDBACK

Case Study: Shark Week from Food Network

2

Discovery Channel’s Shark Week is highly popular for the network

Food Network featured shark recipes during Shark Week

The recipes triggered an online petition asking the Food Network to ban using shark

meat in its recipes

Food Network responds to petition from viewers

REPURPOSE CONTENT & CREATE CONTENT

WITH A PURPOSE

3

• Competition• Social currency• Gamification• Award Badges

What is the conversation you want to create?

4 MULTILEVEL EXPERIENCE

ENGAGEMENTPush. Reward. Track.

Gated Promotions on a Digital Platform5

CONTENT MARKETING IS ABOUT TURNING CAMPAIGNS INTO LASTING BRAND COMMUNITIES

FIND US ON

www.movablecontent.com

twitter.com/@MovableContent

linkedin.com/company/movable-content

facebook.com/movablecontent

Chris@movablecontent.com