Mauro A. Fuentes - The Inbounder Global Conference 2018

1. How to skip the algorithms
creating time relevant content
Mauro A. Fuentes Álvarez
@fotomaf

2. Algorithms Zero
#theinbounder

3. Algorithms Zero
#theinbounder

4. Algorithms Zero
#theinbounder

5. The business definition
Content is the collection of
paid, owned
and earned
media
Advertising:
- Display/banner ads
- Pay per click
- Affiliate marketing
- Paid Influencers
Digital & published properties:
- Websites
- Blogs
- Social presence
- Apps
- Annual report
- White papers
PR Generated:
- Word-of-mouth
- Influencer outreach
- Publisher editorial
- Social sharing
- Organic influencers
Paid
Media!
Earned
Media!
Owned
Media!
#theinbounder

6. Cultural Relevance
Actions speak louder than words
#theinbounder

7. WHAT MAKES BRANDS
MATTER?
#theinbounder

8. #theinbounder

9. Brands today face an uphill
communications battle
#theinbounder

10. Half of the UK is bombarded with
irrelevant marketing
#theinbounder

11. Not trusted
#theinbounder
89
86
83
81
74
38
35
17
0
10
20
30
40
50
60
70
80
90
100
Trust
Doctors Teachers Scientists Judges The police Banks Brands Politicians

12. Not watched

13. could disappear
not relevant
74%
#theinbounder

14. When people stop talking our
brands start dying
#theinbounder

15. ‘Earned’ is the most influential canvas#theinbounder

16. And culture is our paint#theinbounder

17. We must focus on fostering cultural relevance
if we want to survive
#theinbounder

18. 2005
2013
2015!

19. People demand a new relationship with businesses, brands
and institutions…and they’re going to get it…
and they’re not all millenials#theinbounder

20. By connecting together,
they affect change
#theinbounder

21. “Talkable brands penetrate culture.
They become so seamlessly woven into the fabric of conversation that
sharing brand-related information takes on the value of social
currency.”
PAUL POLMAN, UNILEVER
#theinbounder

22. Effective content should be so
relevant, entertaining
and usefulthat you don’t mind it is marketing.
It’s chosen, not tolerated.
#theinbounder

23. Contentis a powerful creative medium
to bring more persuasive and memorable brand
storytellingto life.
#theinbounder

24. Millennial relevant content
planned answering
cultural insights
#theinbounder

25. 5 Cultural Behaviours To Make You Matter
LEAD
with a clear and consistent
point of view, relevant to your
audience and your brand.
RESPOND
Be fleet of foot to be part of
the right conversations.
RECIPROCATE
Use data insights to identify and
address relevant audience needs.
CREATE
useful experiences,
products and services.
CONVENE
Bring people together
based on values, interests
and passions.
#theinbounder

26. “HOW DO WE BETTER UNDERSTAND
(AND START TO) MARKET IN-THE-MOMENT?”
#theinbounder

27. MATTERING

28. RIGHT NOW IS ON THE RISE
People are making decisions faster
People expect to get support, products and services immediately
People are increasingly making last-minute plans
#theinbounder

29. RIGHT NOW IS ON THE RISE IN EVERY SPACE
#theinbounder

30. Content
without a
purpose
#theinbounder

31. WITHOUT BRAND DISCIPLINE IT CAN BECOME A MOMENT
OF WASTEFUL MEDIA CONNECTION OR WORSE…
#theinbounder

32. WHILE BEING TRUE TO THE BRAND CAN CREATE POWERFUL
AND IRRESISTIBLE CONTENT IN-THE-MOMENT
Moment Marketing is not blind/reckless content
creation.
On the contrary, it is an efficient way to
“Marketing in the Moment.”
(answer ‘when, why, how.’)
#theinbounder

33. Content that works
#theinbounder

35. #theinbounder

36. Content that works
#theinbounder
https://www.stedavies.com/social-media-algorithms-guide/

37. #theinbounder
Reactvertising!

38. #theinbounder

39. MOMENT MARKETING ALLOWS BRANDS TO
CONNECT WITH CONSUMERS IN MOMENTS
THAT MATTER, SO THAT WE CAN ENGAGE
THEM WITH IMPACTFUL, TIMELY,
RELEVANT CONTENT AND CONVERSATIONS
MOMENT MARKETING
= MATTERING NOW

40. DIMENSIONS

41. FRAMEWORK: MOMENTS HIERARCHY
OCCASION / EVENT
MOMENT
MICRO-MOMENT
STRATEGIC BUSINESS OR BRAND
OPPORTUNITY:
MOMENTS ALREADY HEIGHTENED
OR IDENTIFIED
BRAND AND PRODUCT FILTER/
ROLE:
HOW DO WE FIT IN THE MOMENT
BRAND AND PRODUCT
RECEPTIVITY & ENGAGEMENT:
MAKING MOMENTS AND OUR ASSOCIATION
NOTABLE, POSITIVE AND PERSONAL
#theinbounder

42. ANNUAL OCCASION: CHRISTMAS
OCCASION
MOMENT
MICRO-MOMENT
CHRISTMAS
DINNER
TOAST
SHOPPING BASKET
RECIPE SEARCH
THEME, INVITE,
DECORATION, ETC.
#theinbounder

43. RECURRENT CALENDAR SPORT EVENTS
OCCASION
MOMENT
MICRO-MOMENT
WORLD CUP
VIEWING PARTY/TIME
WITH FRIENDS
PLANNING
GET-TOGETHER*
FAN NOTE EXCHANGE/TRIVIA*
ADAPTIVE CONVERSATION ON
IN-GAME MOMENTS**
CONTENT ON BEST
GOALS*
*PLANNED MOMENTS
**UNPLANNED MOMENTS
#theinbounder

44. Occasions / Events
Christmas
FIFA WorldCup
Trends
Memes videos
EuroVision
Occasions
Dinner
Party
Going to the cinema
Behaviors
Habits
Shopping
Driving
Friend meeting
Drinking
Networking on social media
Getting ready in the morning
Buying a car
Proprietary or non
proprietary events
News
Occasions
Stories
Milestones
Personal - JourneyCultural
Brand
Quantity, duration,
frequency and recurrence
will vary
MOMENTS CAN ORIGINATE FROM DIFFERENT PLACES
#theinbounder

45. BUILD ANTICIPATIONSTAGE 1 STAGE 2 GAME TIME STAGE 3 HIGHLIGHTS AND RECAP
THEY TYPICALLY COME IN PHASES
an exact point
in time
an appropriate time for doing
something; an opportunity
a very brief period of time
a particular stage in something's
development or in a course of
events
GRANUALARITY
PRE DURING AFTER
#theinbounder

46. #theinbounder
MOMENT PLANED CONTENT

47. OPPORTUNITIES

48. Customer Value AcquisitionBrand Value
Reduces churn and builds
advocacy with every
interaction
Increases commercial
value through focused
content
Builds trust and creates a
favorable selling
environment
PRE DURING AFTER
EACH MOMENT AND MICRO-MOMENT CAN DRIVE SPECIFIC
OBJECTIVES
AWARNESS, CONSIDERATION,
PREFERENCE
ACTIVATION,
LOYALTY
EXPERIENCE,
ADVOCACY
#theinbounder

49. Millennial
cultural relevant
content planned
answering a
trendic topic of
real time social
conversation
#theinbounder

50. THEY CANNOT ALL BE PLANNED FOR: CONTEXT AND RESPONSES
UNPLANNED
unpremeditated, unscheduled,
accidental, unexpected, surprise,
spontaneous
PLANNED
set in stone or can be anticipated,
part of a calendar, an agenda
REACTIVEResponses
Context
PROACTIVE
Response prepared in advanced
for a known moment, and
micro-moment
Response prepared for an
upcoming moment during the
same day or next 2-3 days
Response to a twist in the course
of an event or to a new micro-
moment unfolding
Response to a new moment or
micro-moment and requires a
response in a short timeline to
be relevant or real-time
#theinbounder

51. Millennial
cultural relevant
content
#theinbounder

52. Millennial
cultural relevant
content
#theinbounder

53. TROLLING TRUMP
HOW ROYAL JORDANIAN
GOT A BRAND MAKEOVER
#theinbounder

54. #theinbounder

55. #theinbounder

56. #theinbounder

57. #theinbounder

58. #Reactvertising
#theinbounder

59. #theinbounder

60. #theinbounder

61. Conversation
Between
Brands

62. Conversation
Between
Brands

63. #theinbounder
Conversation
With
Influencers

64. Conversation
With
Influencers

65. #theinbounder
Conversation
With
Influencers

66. #theinbounder
Conversation
With
Influencers

67. SO PREPARE A MOMENT REQUIRES TO BOTH BE PLANNED
AHEAD AND IN THE NOW
OCCASION / EVENT
MOMENT
MICRO-MOMENT
PROGRAM
HERO CONTENT
Planned annually and
produced quarterly
PULSE
PROACTIVE CONTENT / ALWAYS ON
Planned weekly and
produced weekly
PULSE
REAL TIME CONTENT
Planned daily and
produced in real-time
PLATFORM
(BRAND)
Planned annually
or bi-annually
#theinbounder

68. CONTENT / RESPONSE IMPERATIVES AND IMPACT
Content Speed
Content Shelf Life
Audience Engagement
Resources required
Production Scale
How fast the content needs to be prepared in advance
How long it will stay actual and relevant and potential reusability
Moment relevance and level of personalization (customer)
Level of creativity and channel / platform knowledge
Skills, tools, process and time required for development
#theinbounder

69. IMPERATIVES AND IMPACT MAPPED
UNPLANNED
PLANNED
REACTIVEResponses
Context
PROACTIVE
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
#theinbounder

70. PLANNING

71. DEFINNING MOMENT TERRITORIES
IDENTIFY THE OCCASION(S)
THAT PROVIDE GREATEST BUSINESS
AND BRAND OPPORTUNITY
DEVELOP DEEPER UNDERSTANDING
OF AUDIENCE
UNDERSTANDING IN-MOMENT
BEHAVIOR.
REFINING THE MOMENT SPACE
IDENTIFY & REFINE THE RIGHT
MOMENTS AND ASSIGN ROLE OF
COMMS FOR EACH—LINKING IT
CLOSELY TO BUSINESS & BRAND GOAL
BUILD A MOMENT SPECIFIC
CONSUMER PERSONA
THE BRIEF TO TRIGGER
COMMUNICATION.
BUILD COMMUNICATION IDEAS/
CALENDAR
STEP #1 STEP# 2 STEP# 3 STEP #4
PLANNED PLANNED
UNPLANNED
APPLY THE PLANNED FRAMEWORK
IT WILL GUIDE MOMENTS
SELECTION AND BRAND
RELEVANCE
SPOT OPPORTUNITES DAILY
ON THE WATCH FOR EXISTING AND NEW MOMENT
AND MICRO-MOMENTS WHERE THE BRAND HAS A
POINT OF VIEW
#theinbounder

72. MINDSET

73. TO THE SOCIAL PEOPLE:
RIGHT NOW DOESN’T MEAN SHORT TERM
Riding on an occasion rather than working through how the brand fits.
Credibility over being the first.
Building meaningless or too much content that won’t leave a trace.
Foster deeper links that can reaffirm brand promise within the context/
occasion/moment can help drive habit, sales as well as love.
Ride waves with few but more powerful brand connections.
What is the impact? Brand essence needs to be baked into the content.
Ideas that are not only living in social – permute beyond.
#theinbounder

74. TO THE BRAND PEOPLE:
RIGHT NOW DOESN’T MEAN NO SUBSTANCE
DEEP PLATFORM KNOWLEDGE IS IMPORTANT TO CRAFT A
RESPONSE THAT IS MEANINGFUL AND RELEVANT IN CONTEXT.
NEED TO ADJUST TO WORK WITH REDUCED TIMEFRAME FOR ALL
THE UNPLANNED MOMENTS.
TRADITIONAL SKILLS IN PLANNING AND CREATIVE IS AS
IMPORTANT AS DIGITAL AND SOCIAL EXPERTISE.
#theinbounder

75. Are you Hungry?#theinbounder

76. THANK YOU!
Mauro A. Fuentes Álvarez
@fotomaf