LaMercatique PRODUCED WITH LOVE BY
@GREGFROMPARIS Photocredit:MartinParr STANDING OUT FROM THE CROWD IN A CONTENT SNACKING ERA? BRAND CONTENT

LaMercatiqueLaMercatique Gregory Pouy Marketing artisan
in a Digital age gregory.pouy@lamercatique.com @gregfromparis The author! The Inspiration! MARK SCHAEFER MARTIN PARRAUGIE RAY JESSICA GIOGLIO EKATERINA WALTER

LaMercatiqueLaMercatique ADBLOCKERS ARE EVERYWHERE, PEOPLE
DON’T LOOK AT YOUR ADVERTISING ANYMORE BUT YOU STILL WANT CONSUMERS TO LOOK AT YOUR CONTENT, RIGHT? Photocredit:MartinParr

LaMercatiqueLaMercatique BTW, DON’T BLAME ADBLOCKERS
BLAME BAD ADVERTISING & BRANDS LYING TO CONSUMERS Do you realize this hurts not only Volkswagen but the whole relationship between brands & consumers?!

LaMercatiqueLaMercatique CONTENT PRODUCTION AMOUNTOFCONTENT TIME
“PFFF, LET’S JUST CREATE EVEN MORE CONTENT” ANY MARKETER

LaMercatiqueLaMercatique THE 5 HEADLINES THAT
WILL BREAK THE INTERNET (YOU WON’T BELIEVE WHAT HAPPENS NEXT...) Add a headline that will blow one’s mind to keep the engagement rate high!

LaMercatiqueLaMercatique “THEY WILL LOVE IT!”
THE SAME MARKETER Photocredit:MartinParr

LaMercatiqueLaMercatique
BUT
There’s a hitch.!

LaMercatiqueLaMercatique CONTENT PRODUCTION AREA WHERE
TOO MUCH CONTENT IS PRODUCED CONTENT CONSUMPTION CAPABILITIES TIME AMOUNT OF CONTENT That’s the content shock! THERE IS A CONTENT SHOCK

LaMercatiqueLaMercatique CONSUMERS SNACK CONTENT AND
AS A RESULT Photocredit:MartinParr

LaMercatiqueLaMercatique $$$ IN CONTENT PRODUCTION
AND PROMOTION TIME YOU PAY MORE AND MORE TO MAINTAIN YOUR ENGAGEMENT RATE VIEWERSHIP

LaMercatiqueLaMercatique YES! BAD AGENCIES ARE
LYING TO YOU ABOUT CONTENT & ENGAGEMENT SO THEY CAN GO ON VACATION, BUT...

LaMercatiqueLaMercatique MARKETERS, ARE YOU DRUNK...AGAIN?
DO THE MATH! IT’S BASIC SUPPLY & DEMAND ECONOMICS Photocredit:MartinParr

LaMercatiqueLaMercatique NOT EVERY BRAND HAS
AN AMAZING STORY TO TELL THE REALITY IS Photocredit:MartinParr

LaMercatiqueLaMercatique KNOWS HOW TO TELL
IT. OR AT LEAST Good news! That’s what this deck is about! Photocredit:MartinParr

LaMercatiqueLaMercatique SO...IS THERE A WAY
TO SURVIVE IN A CONTENT SNACKING ERA? Photocredit:MartinParr

LaMercatiqueLaMercatique LET’S TAKE A STEP
BACK!

LaMercatiqueLaMercatique WHY IS VISUAL STORYTELLING
A THING?

LaMercatique ONE OF THE BIGGEST
COMMUNICATION DILEMMAS TODAY OR BRAIN MARKETING (EDUCATION...) GUT MARKETING (EMOTION...) LaMercatique

LaMercatique AN IMAGE IS PROCESSED
60,000x FASTER THAN TEXT LaMercatique

LaMercatique HALF OF THE BRAIN
IS DEDICATED TO IMAGES BUT 90% OF INFORMATION IS PROCESSED THROUGH VISUALS LaMercatique

LaMercatique THE OLDEST PAINTINGS FOUND
ARE 50,000 YEARS OLD WHILE THE OLDEST WRITING IS ONLY 5,000... LaMercatique

LaMercatiqueLaMercatique WHAT DOES THIS MEAN
FOR YOUR BRANDS?

LaMercatique VISUAL LISTENING IS STRATEGIC1
Photocredit:MartinParr

LaMercatique PEOPLE COMMUNICATE WITH IMAGES
1.6 BILLION IMAGES ARE SHARED EVERY DAY ON SOCIAL MEDIA LaMercatique

LaMercatique IT MEANS THEY TALK
ABOUT YOUR BRAND WITH IMAGES TOO (but on the average, 85% of photos don’t mention the brand*)! @benandjerrys followers 237,000 People who have a B&J photo and follow brand 3,555 (1.5%) People showing B&J in their photos 123,725 29,625 People who mention “Ben” or “Jerry” in text * source: Tracx LaMercatique

LaMercatiqueLaMercatique COMBINING IMAGE AND TEXT
HELPS TO MAKE INSIGHTS SURFACE

LaMercatique AND EVEN PROVIDES A
WAY TO ENGAGE WITH CONSUMERS LaMercatique

LaMercatiqueLaMercatique CREATING AMAZING CONTENT IS
JUST A STARTING POINT 2 Photocredit:MartinParr

LaMercatiqueLaMercatique Photocredit:MartinParr IN A HIGHLY
COMPETITIVE SPACE HOW CAN YOU STAND OUT IN THE CROWD?

LaMercatique THE EQUATION TO SOLVE
REGARDING CONTENT IS RELEVANT TO YOUR BRAND RELEVANT TO PEOPLE RELEVANT TO THE PLATFORM

LaMercatique MAKE SURE TO GO
BACK TO THE BASICS OF YOUR BRAND WHY1 HOW2 WHAT3 LaMercatique

LaMercatique DON’T RUN AFTER ENGAGEMENT
IF IT’S NOT CONNECTED TO YOUR BRAND CATS SEX UNICORNSBABY LaMercatique

LaMercatiqueLaMercatique STICK TO YOUR MISSION
AND TRY TO BE I-N-S-P-I-R-A-T-I-O-N-A-L Photocredit:MartinParr

LaMercatiqueLaMercatique DON’T BE THAT BORING
BRAND FOCUS ON YOUR PRODUCT IN A SMART WAY Photocredit:TomWood

LaMercatiqueLaMercatique
NEED EXAMPLES?

LaMercatiqueLaMercatique DON’T SHOW YOUR PRODUCT
BUT WHAT YOU CAN ACHIEVE WITH IT By the way, UGC is a good way to look less advertising !

LaMercatiqueLaMercatique DON’T GO INTO SPECIFICS
BUT SHOW HOW IT EMPOWERS PEOPLE Again U.G.C, may be something! to consider...!

LaMercatiqueLaMercatique YOU DON’T HAVE TO
BE A SEXY COMPANY THIS ALSO WORKS FOR INSURANCE, FOR EXAMPLE

LaMercatiqueLaMercatique JUST BE PLAYFUL IF
HERMES CAN DO IT, YOU PROBABLY CAN TOO

LaMercatiqueLaMercatique WELCOME TO AN ENTERTAINMENT
WORLD YOU HAVE TO DEAL WITH IT Photocredit:MartinParr

LaMercatique 5 THINGS YOU SHOULD
REMEMBER WHEN IT COMES TO VIDEO YOUR LOGO (NOT TOO BIG) GENERATE EMOTION (FAST) CREATE A ROLLER COASTER OF EMOTIONS RESPECT CULTURAL DIFFERENCES INFLUENCERS AND MEDIA BUYING LaMercatique

LaMercatiqueLaMercatique

LaMercatique TAKEAWAY IN SECONDS THE
STAGE IS SET The music + actress + script à Create an emotion within 7.3 seconds. 2 CONSUMER INSIGHT AT THE CORE Teenagers and their 1st period is a “complicated” subject (makes men laugh, makes women remember). 1 A ROLLER COASTER OF EMOTION The actresses and the script is built with “ups” and “downs” so that you keep watching. 3 PRODUCT-RELATED CONTENT Product-related content doesn’t mean “product everywhere” and “pack shots”. 4 LaMercatique

LaMercatiqueLaMercatique DURING AFTERBEFORE HOW TO
DEVELOP A 360° CAMPAIGN ON SOCIAL MEDIA + ++ Announce the film Publish teasers + share on Facebook Publish the film and use influencers to spread Making-of Behind the scenes Inspirational looks (This is just an example as there are many ways to do it)! INTERACTIONS

LaMercatiqueLaMercatique AND IF YOU WANT
TO GROW BIGGER YOU’D BETTER INVEST IN MEDIA EVEN WITH “THE BEST IDEA” Photocredit:MartinParr

LaMercatiqueLaMercatique CREATE CONTENT FOR TARGETED
VERTICAL COMMUNITIES AND NOT FOR “EVERYONE” Photocredit:MartinParr

LaMercatiqueLaMercatique FIND YOUR SPOT THAT
IS NOT OVER-CROWDED

LaMercatiqueLaMercatique Build something 100 people
love,! not something 1 million people kind of like! “ ’’Brian Chesky – founder of Airbnb

LaMercatiqueLaMercatique
NEED EXAMPLES?

LaMercatiqueLaMercatique ADAPT YOUR PRODUCT AND
ENTER INTO THE LOCAL POP CULTURE

LaMercatiqueLaMercatique INTERESTING RESULTS, RIGHT? By
Dentsu Media in Singapore

LaMercatiqueLaMercatique NYX COSMETICS IS GENUINELY
SOCIAL FACE AWARDS FOCUS ON BEAUTY VLOGGERS

LaMercatiqueLaMercatique Photocredit:VictorSa HAVE A SENSE
OF USEFULNESS CREATE CONTENT THAT PEOPLE CAN USE

LaMercatiqueLaMercatique CREATE A HOW-TO IT’S
A GREAT WAY TO BE USEFUL

LaMercatiqueLaMercatique NO, YOUR MAKEUP TUTORIAL
CAN’T LAST FOR 30 SECONDS Even if you were told people don’t look at long content – take the example of beauty bloggers! Photocredit:TomWood

LaMercatiqueLaMercatique HER HOW-TOs CAN BE
12 MINUTES LONG AND ORGANICALLY GENERATE 3 MILLION VIEWS

LaMercatiqueLaMercatique UNLESS IT IS VIEWED
& SHARED IT’S TIME TO IGNITE YOUR CONTENT 3 Photocredit:MartinParr

LaMercatiqueLaMercatique SHAREABILITY IS EVERYTHING SO
MAKE SURE YOUR CONTENT IS SHAREABLE Photocredit:MartinParr

LaMercatiqueLaMercatique THE MOST IMPORTANT PART
OF YOUR CONTENT IS NOT YOUR CONTENT...

LaMercatiqueLaMercatique Photocredit:MartinParr YOU NEED A
HEADLINE SHORT, TWEETABLE, DESCRIPTIVE, ACCURATE

LaMercatiqueLaMercatique MAKE SURE TO USE
HASHTAGS #MARTINPARR #SMOKING #BURNED There are some rules for Instagram later on in the presentation ! Photocredit:MartinParr

LaMercatiqueLaMercatique DON’T TRY TO ENTER
A BUSY SPACE BECOME THE HUB AND BE THE SPACE Photocredit:MartinParr

LaMercatiqueLaMercatique
NEED EXAMPLES?

LaMercatiqueLaMercatique NOWNESS IS CENTRAL IN
THE LUXURY INDUSTRY AND IS A LVMH PLATFORM

LaMercatiqueLaMercatique MAKEUP.COM IS GOING IN
THE SAME DIRECTION AND IS A L’OREAL PLATFORM

LaMercatiqueLaMercatique POP CULTURE IS ABOUT
MEMES ACCEPT THAT PEOPLE WILL (RE)USE YOUR CONTENT Photocredit:MartinParr

LaMercatiqueLaMercatique Photocredit:MartinParr MOMS OR DAUGHTERS?
RESPECT THE CODES & USES 4

LaMercatiqueLaMercatique MILLENNIALS ARE EXTREMELY SOPHISTICATED
BULLSHIT DETECTORS Photocredit:TomWood

LaMercatiqueLaMercatique THEY ARE MORE LIKELY
TO BELIEVE INFLUENCERS ON THEIR OWN PLATFORMS

LaMercatiqueLaMercatique BRANDS ARE ALWAYS AFTER
“BIG IDEAS” BUT SMART MARKETING IS AN ADDITION OF GOOD SMALL IDEAS Photocredit:MartinParr

LaMercatiqueLaMercatique USE THEIR CODES AND
CREATE ANIMATED GIF THAT THEY CAN USE IN THEIR DAILY CONVERSATIONS

LaMercatiqueLaMercatique BRANDS LIKE IKEA, COCA-COLA
OR DOMINO’S PIZZA HAVE DIVED INTO THEM IT’S THE WILD WEST OF THE EMOJI ERA Photocredit:MartinParr

LaMercatiqueLaMercatique MOBILE-CENTRIC ALSO MEANS VERTICAL
CONTENT... Photocredit:MartinParr

LaMercatique FROM HUGE HORIZONTAL SCREENS
TO SMALL VERTICAL SCREENS VERTICAL ORIENTATION ACCOUNTS FOR 29% OF TIME SPENT IN THE U.S. IN 2015 SOURCE: Emarketer LaMercatique

LaMercatique 9X HIGHER COMPLETION RATE
FOR VERTICAL VIDEO ADS VS HORIZONTAL IN SNAPCHAT LaMercatique

LaMercatiqueLaMercatique Photocredit:MartinParr BE IN THE
RIGHT PLACE! USE PLATFORMS FOR WHAT THEY ARE GOOD AT 5

LaMercatique FACEBOOK REACHED 4 BILLION
DAILY VIEWS IN APRIL (and is reshaping the advertising world)! LaMercatique

LaMercatique YOU NOW HAVE BETWEEN
2.8 AND 8 SECONDS TO CONVINCE LaMercatique

LaMercatique HOW CAN YOU KILL
IT ON FACEBOOK WITH NO SOUND IN JUST A FEW SECONDS? APPEALING IMAGE APPEALING TITLE TELL A STORY LaMercatique

LaMercatique GUESS WHY ANIMATED GIF
HAS ARRIVED ON TWITTER AND FACEBOOK LaMercatique

LaMercatique ANOTHER WAY OF SEEING
IT IS CINEMAGRAPH LaMercatique

LaMercatique FACEBOOK AVERAGE AGE IS
41 WHAT YOU SHARE TODAY SHOULD BE DIFFERENT FROM WHAT YOU WERE SHARING 4 YEARS AGO LaMercatique

LaMercatique ADAPT YOUR CONTENT FOR
EACH PLATFORM AND EACH TYPE OF COMMUNITY THE BEHAVIOR OF A PERSON PINNING IS DIFFERENT FROM EVERYTHING ELSE IT’S ALL ABOUT BUYING AND INSPIRATION IT MEANS BRANDS NEED TO CREATE LaMercatique

LaMercatique SOURCE: The Power of
Visual Storytelling PINTEREST ACCOUNTS FOR 25% OF SEPHORA’S RETAIL REFERRAL TRAFFIC PINTEREST FOLLOWERS SPEND 15X MORE THAN FACEBOOK FANS LaMercatique

LaMercatiqueLaMercatique MASTERING INSTAGRAM THE VISUAL
APP

LaMercatiqueLaMercatique FOCUS ON QUALITY People
scroll down and stop when something catches their eye and piques their interest. It’s the same when exploring with hashtags (3 columns) Taco Bell is a good example. You wouldn’t naturally follow a fast food company, but their content is always eye-catching, relevant and engaging. Courtesy of Hubspot

LaMercatiqueLaMercatique POST OFTEN (ALWAYS) ON)
The brand posting frequency is being normalized as 30% of brands post between 10 and 20 times/month. MAC Cosmetics posts 4.54 times per day, and it’s worth noting that they don’t sacrifice quality. On March 5th 2015, they posted 8 photos and got an average of 33K likes from their 3 million followers. Courtesy of Hubspot

LaMercatiqueLaMercatique DON’T MISUSE THE HASHTAG
It is totally possible to misuse hashtags if you’re using too few, if they’re irrelevant or you’re not using any at all. Correct use also depends on brand notoriety and the community you are trying to get into. Hashtags are used to reveal content so, for example, you can use popular/trending hashtags. GoPro could probably eliminate hashtags, because they have 4.3 million followers. But they choose to continue using this “tool”. Courtesy of Hubspot

LaMercatiqueLaMercatique DON’T MISUSE THE HASHTAG
Courtesy of Hubspot 0 HASHTAGS 18% interaction per 1K followers 1 HASHTAG 29% interaction per 1K followers 2 HASHTAGS 41% interaction per 1K followers 3 HASHTAGS 39% interaction per 1K followers 4 HASHTAGS 31% interaction per 1K followers 5 HASHTAGS 43% interaction per 1K followers 6 HASHTAGS 33% interaction per 1K followers 7 HASHTAGS 30% interaction per 1K followers 8 HASHTAGS 39.5% interaction per 1K followers 9 HASHTAGS 49.5% interaction per 1K followers 10 HASHTAGS 22% interaction per 1K followers 11 HASHTAGS 79.5% interaction per 1K followers

LaMercatiqueLaMercatique DON’T BUY FOLLOWERS It
takes time to build an organic engaging base of followers. Nike only posts 0.45 times per day, but they really make an effort to create a genuine connection with their audience through their content. This is why they have the most dominant presence on the social network. High-quality images, captivating captions, location tagging, branded hashtags. Courtesy of Hubspot

LaMercatiqueLaMercatique DON’T BE OVER PROMOTIONAL
+ UGC Here’s the tricky part: how can you be “product-centric” without being boring about it? Overly promotional posts come across as selfish, lazy and potentially distasteful. Ben & Jerry’s grew by 14K followers/month and the brand regularly shares fans’ photos. What a better way to get people excited about taking pictures with your product? Courtesy of Hubspot

LaMercatiqueLaMercatique A TAKE ON THE
FUTURE OF CONTENT?

LaMercatiqueLaMercatique Contact me and I’ll
tell you everything.! (yes, I’m teasing)! Gregory Pouy gregory.pouy@lamercatique.com @gregfromparis

LaMercatiqueLaMercatique
Photocredit:MartinParr