Gain relevant insights from Fallon attendees of the Mashable Media Summit 2010 about Creating and Choreographing Engaging Content in the Modern Age, enjoy a lunch of mashed potatoes and food for thought. Presenters: Chris Campbell, Erin Simle, Marty Wetherall, and Julianna Simon with Aki Spicer as Moderator. *Brainfood is Fallon agency food for thought that stimulates lively discussion and provides valuable insights and applications for you and your clients. Previous Brainfoods: http://www.slideshare.net/group/we-are-fallon

2. Brainfood: Mashable Media Summit 2010.
Bringing back our digital learnings from New York.

3. Fallon Brainfood: Trends, ideas, opportunities, and
thought leadership for our brands.
Brainfood is: Agency food for thought.
Past Brainfood topics:
Virtuality // Design for All // China Rising // The Social 10 //
Mobile 10 // Being Digital // and more
Upcoming Brainfood topics:
The Social 10 Redux // TV 2.0 // The Agency Start-Up //
UX and You // and more
Previous Brainfoods: Go to http://www.slideshare.net/group/we-are-fallon

4. What to expect…insights you can use.
A series of short, lively, engaging,
approachable presentations and discussions.

5. Presenters.
Aki Spicer Marty Wetherall
Director of Digital Strategy Director of Innovation
Julianna Simon
Planner
Chris Campbell Erin Simle
Account Manager Integrated Producer

6. Agenda.
• What is Content?
• The Commoditization of Content
• Providing Value Through Content Curation
• Leveraging the Experts
• Starbucks and The Value of Content
• How Content is Relevant to Fallon

7. A presentation about content.
But what is content?
And why do you give a damn?

8. Content is typically thought of broadly
as “published information.”
We tend to think of content as just the
executional substance of our ad communications.

9. Our brands are empty vessels until we put some
value and emotional associations in them.
Products Ideas
Features Tagline
Ad Messages
Brand Actions

10. We’ve always been in the content business—
building associations that lend our brands meaning.
Functional Emotional
Products Ideas
Features Tagline
Ad Messages
Brand Actions

11. Creation and management of content becomes the
challenge of the day.
Functional Emotional
Products Ideas
Features Tagline
Ad Messages
Brand Actions

12. And now, content is being generated about our
brands from all manner of outlets, including people.
Functional Emotional
Products Ideas
Features Tagline
Ad Messages
Brand Actions

13. Content is all
the stuff
that engages
people with
our brands.

14. “Creative agencies should get nervous. We're
acquiring a lot of (good quality) content and
ideas beyond our agencies (from publishers,
PR agencies, hybrid models, UGC). We're
increasingly cutting out the middle man.”
Stephen Strong
Global Director of Interactive
Alberto-Culver

15. Our clients are demanding we create
and choreograph content for/with our
brands and customers to create value
and emotional associations.

16. What was Mashable Media Summit 2010?
Joint one-day conference by Mashable and CNN
about creating and choreographing
engaging content in the modern age.
Focus: Impact of social media on the news
industry, big brands, and advertising.
Thought leaders in fields like branding, music,
online video, sports, location, hospitality, and
comedy.

17. The Commoditization of Content.

18. The Content Is Coming. The Content Is Coming!
• Every minute 13 hours of video are uploaded to YouTube.
• Wikipedia has more than 13 million articles in more than 260
languages.
• In a 24-hour time frame, 900,000 new blogs are created.
• Flickr has more than four billion user submitted photos.
• Amazon now sells more digital than hardcopy books.

19. So, why has content become devalued?
It’s easy.
Everyone is creating and posting from desktops and mobile.
It’s cheap or free.
Ad-supported pages. If it costs money, you’ll try harder.
It’s always on.

20. The Democratization of Authority:
Even Guinness has competitors.

21. “Ranking high on Google, I think,
matters to everyone.”
KC Estenson
CNN.com
SVP, General Manager

22. Providing Value Through Content Curation.

23. What is Content Curation?
Differentiating your content from
the masses.
Providing a branded approach.

24. Curating content isn't new.
Regular People Do It.
Hashtags
Reviews and Rankings
We Do It.
Hotdish, Bytes
Experts Do It.
Influencers, Passion-Based Resources

25. “Having a slant and an opinion is a business
decision. Then it can't be commoditized and
reproduced for everyone.”
Pete Cashmore
Founder/Publisher
Mashable.com

26. Mashable.com
News source for all things Web.
Social media and digital experts.
Not just reporting the news, but having a point of view.

27. “You know, you're not just the guy
who reads the scores. You got a brand.”
Len Berman
Sportscaster
thatssports.com
@lenbermansports

28. Len Berman’s Top 5.
Famous sportscaster.
Provides a quick Top 5 on the world of sports.
“How to sound like you know something about sports.”

29. Perez Hilton—another example.
Same content as People, Star, etc.
Unique, branded spin that makes
it stand apart.

30. Curation is important.
It's important to be able to identify a voice when
you're getting your news from a crowd.
Social gives you speed and reach,
but there's no accuracy police.

31. Curation can help your brand.
• Declare yourself and have a point of view.
• Position your brand as a resource for relevant information.
• Leverage the contextual trust to communicate your message.
• Show value in being relevant.
• Use content to create a social experience.

32. Leverage the Experts.

34. CollegeHumor partners with Pepsi for SoBe Studios.
+ =
Ricky Van Veen
Co-founder and Editor in Chief, CollegeHumor

35. Ricky Van Veen’s 10 Myths of Branded Content:
1. People will watch 6. Experience leads Documentation
2. People will be patient 7. Build our own community/tools
3. People will find me 8. Keep things professional
4. Web = level playing field 9. Traditional is irrelevant on the Web
5. Viral = mystery 10. People will create good content

36. Motorola hooked on Google Android.
Motorola
Cliq
with
MOTOBLUR
Motorola Droid

37. Pepsi goes both ways.

38. Actor Edward Norton created CrowdRise
so you don’t have to.

40. Starbucks and The Value of Content.

41. Starbucks fans are vocal and prolific.

42. So, Starbucks found a way to listen and establish
a personal voice.

43. At first,
“It started internally, and then we took it public."
“We took an issue that we're working
very hard on and rewarded the
customers for something we know
they're already interested in."
In-Store • Partner buy-in
Digital • Media that
enabled sharing.
• Smallest spend
TV • Provided credibility

44. Eventually, fans demanded more.
They wanted something special.
23 Digital deployments,
no traditional advertising.
ROI:
• More than 1MM store visits in 4 hours
• 750K RSVPs on Facebook
• Most visits in Starbucks.com history
• Email had more opens than total sends
• #1 on Twitter
• Top 100 Google search

45. Now, consumer content gives insight.

46. Inspiring a creative focus on taste beyond words.

48. Content is all
the stuff
that engages
people with
our brands.

49. Deal with it. Listen Up/Listen Out
From ad makers to Content Creators Get inspired and glean insights from the
(and Curators) user’s content.
Not Ads Extended Hone Your Voice
Your ad craft and extensions of your ad Have a distinct point of view to stand
narratives don’t engage anymore. out and be “ownable.”
Everybody Participates Content Calendar
Your content now competes with everybody’s Generate ideas beyond the
—if you can’t beat ‘em, join ‘em. traditional promotional cycles.
Content Strategy Real Time
Own it; shape it; don’t leave it to chance. Content at the speed of social newsfeed.
Common Craft Rules Join In
Traditional notion of quality now trumped Try stuff; experiment cheaply.
by relevance, speed, and influence.

50. Discussion.

51. World Record.