Thursday, 23 April 2015

Digital Content Summit 2015 - British Museum

Just back from the Digital Content Summit at the British Museum. I took a load of notes so you dont have to. Here's my key takeaways (please forgive typos it's straight out my phone memo).

Day one....

Reach - - John o'Donovan (iPlayer creator).

"Dont do anything unless you can measure it." (could not agree more)

More consumption of content on apps.
No desktop activity at weekends at all for the FT.
We're not building websites anymore, you are syndicating content to apps, Facebook and countless other platforms.

Apple watch has no browser (10m advance orders). What's your strategy now? You need to build an API - describe your content & distribute to wider audience. Api = should be your weapon of choice.
Move from volume KPIs to engagement & experience. Not mobile first - api first.
Half of ads aren't seen by humans.
Don't invest in features invest in the platforms but not too much. Strike a balance.

Recency - frequency - volume are key.
How to create gripping digital content - learn from broadcasters. Red Bee media.

Have a clear editorial positioning.
- an attitude
Waitrose - "keeping you curious about food". This was a sea change.
Be topically relevant and timely.
Tell a tale. Have a story. JAWS and grand designs are perfect campaign examples...following the following format.
Catalyst - conflict - conclusion

Arrest peoples interest in 3 secs or you've lost the opportunity. Try creating anu unexpected image and / or situation.

Brandanista - Alona

You need content no one else has.
Your tone of voice should be based on the coolest person you know.
Branding - look and feel is documented in a styleguide. Always.
What are you credible for?
Editorial - choosing creators and editors.
These should be influencers, photographers, locals and employees.
Panel debate : niche versus diverse?

Contributors : Time Out, Elle, Autotrader, Cosmo

Data informed. Measure engagement. Dwell time. Experiment with content.

Currently niche is king - seen as authentic.

Met office - create a knowledge center.
Simon Swan.

Create your own market and stop contesting hostile ones.
Identify a USP - points of differentiation.

Mosiac profiling from Hitwise. This helps find your USP.

Strategy - editorial calendar widely shared across the whole organisation.

Google Analytics - find gap opportunities in keywords. If your not active on some keyword area try being there.

Social - help don't hype.

Create evergreen content hooked into seasonality and cyclical events etc, update and re-use.

Panel discussion: how to increase views of your content and build community.
Reach out to key influencers, these are (sigh) bloggers, celebs and commentators.

Monitor social sentiment. Listen.
Facebook is now short-form content now. Twitter hyper-short.

X-platform content strategy
David Jenkinson

C21 media
Video is king and people and companies are desperately trying to win back control of it.

Note to self. Tascam audio combined with static image combo is a cost-effective alternative to rich video.
Day two

Panel: should brands and publishers be partners or competitors?
Msm, Mofilm, news international, Sothebys reality.

Content is either bought-borrowed-built.
Needs to be in context fundamentally.

Traditional media can be cut out of the brand space through viral - gorilla brand activity.

Apps have a lot higher dwell time than web (really?). Try it.

The current Msm 'dontcha'  tv campaign is pure cut through and reach orientated, there was no intention of getting direct revenue returns but the cut through means msm is worth a fortune.

You've got to be provocative or evocative.

The Jon Claude van Dam Volvo truck ad cut through audiences and Warbutons basically stole it with that Stallone but not as good. Don't steal, you'll fail.

These are all opportunities to tell the company story.

Unilever - their green publicity campaign - but who cares? How is this content going to reach peoples lives anyway. If you want to change the brand perception walk the walk and be what you aspire to be and the public perception will change over time. True. True. True.


Keynote: Quantcast, Amit. Advertising.

It took 500 years to create 8 advertising channels. That has accelerated massively to many many platforms today. No one had kept pace. No one.

Search was the perfect channel as users show intent = advertising utopia. But tech is changing all the time creating new problems.

Broadcast - reach - display ads now getting more targeted based upon intent through behavior. But...

Most data is not used but you can use it with insight. Finding signal amongst all that noise.

Re-targeting - prospecting.

Reach rate + visit rate = conversion rate.

Customers who saw display ad were 60% more likely to convert versus someone who just did an organic search at 50% conversion.


Panel: peer to peer, threat or opportunity?

Contributors: Just eat, Fruugo, Currency fair, We are social.

Are you disrupters? Msm didnt push anyone out of the market. Just drove up costs ridiculously!

Just eat. Peer to peer businesses fail due to lack of suppliers.

Does it pass the mum test? Would your mum use it? For example AirBandB and WhipCar.
Charlie Cottrell (we are social) : Resistance to peer to peer is it trust? As long as opportunity and need exist the business should succeed. 


Panel: putting a price on trust - personalisation vs privacy.

Contributors: Guardian, My health pal, Action for children.

People want access, transparency and control of their data.
Need a culture change in companies so that you CAN use customer data to improve their experience.

We need a new moral code of conduct in terms of data usage. 

...and that's as far as I took it. Happy testing