More info => www.EBG.net/london2017

1. SOCIAL CONTENT FACTORY
APRIL 28th
2017

2. CREATE CONTENT THAT MATTERS
AMBITION

3. CONTENT THAT IS
COMPELLING, DIVERSE AND FREQUENT
A need for content that matters :
• Compelling content,
• Fresh content (on trend)
• Broad variety of content,
• Large volumes
• Address channel and consumer specificities.

4. THE TRADITIONAL MODEL
DOESN’T APPLY HERE
Every piece of content is a new creation :
• Variable budget
• Variable timelines
• No anticipation
• No synergies
• Long validation process

5. TRADITIONAL PROCESS APPLIED TO SOCIAL CONTENT
DEFINE
SOCIAL
CALENDAR
DEFINE
CREATIVE
DESIGN
ESTIMATE
PRODUCTION
BUDGET
FIND THAT IT
DOESN’T FIT
AVAILABLE
BUDGET
END UP
SPENDING
MORE
ARBITRATE
ON QUALITY
OR VOLUME

6. TYPE
OF CONTENT
WE NEED TO BALANCE THE SOCIAL CONTENT EQUATION
VOLUME
PER TYPE PER
MONTH
DESIGN
PER TYPE
COST
PER TYPE
BUDGET
AVAILABLE
=xxx

7. THE CONTENT FACTORY
A NEW TAKE OF SOCIAL CONTENT PRODUCTION
OUR SOLUTION
THE DESIGN SHOP
(OPTIMIZE)
THE FACTORY
(REPEAT)

8. THE CONTENT FACTORY
A NEW TAKE OF SOCIAL CONTENT PRODUCTION
THE DESIGN SHOP THE FACTORY

9. THE DESIGN SHOP
T V
D C
B
SOCIAL
PLANNER
ART
DIRECTOR
PRODUCE
R
MARKETING
DESIGN
VOLUMETYPE
BUDGET
UNIT COST
SOCIAL
CALENDAR
PRODUCTION
CALENDAR
CONTENT
PLAYBOOK
COSTS

10. WHAT IS IN A CONTENT TOOLBOX?
PACKAGED CONTENT PRODUCTION

11. CONTENT PLAYBOOK
CREATIVE DESIGN
TREATMENT
TECHNICAL SETTINGS
SETS & EQUIPEMENT
BOUT A BOUT LANCÔME

12. STANDARD TIMELINES PER TYPE OF CONTENT
Business Days D-25 D-15 D-14 D-13 D-12 D-11 D-10 D-9 D-8 D-7 D-6 D-5 D-4 D-3 D-2 D-1 D D+1 D+2 D+3 D+4 D+5 D+6 D+7
KICKOFF INTERNAL CREATIVE MEETING
Tutorial
Editorial
Committee
- Choose
production
date &
number of
days
BRIEF PRE PRODUCTION POST PRODUCTION
Client brief and creative framework or
scenario
SHOOTING
DELIVERY
Planning Approval Mounting - Mixing
Book glam team Select Music
Book technical team + materials
Casting Validate casting
Validate stylist and deco
Reception of samples
Setup
Business Days D-25 D-15 D-14 D-13 D-12 D-11 D-10 D-9 D-8 D-7 D-6 D-5 D-4 D-3 D-2 D-1 D D+1 D+2 D+3 D+4 D+5 D+6 D+7 D+8 D+9 D+10
KICKOFF INTERNAL CREATIVE MEETING
Hair Moments / Product Stories
Editorial
Committe
e
- Choose
productio
n date &
number of
days
BRIEF PRE PRODUCTION POST PRODUCTION
Client brief
SHOOTING
DELIVERY
Planning Approval Retouching
Book glam team
Book technical team + material
Casting Validate casting
Validate stylist and deco
Reception of Samples
Setup

13. PRE-SELECTION OF TALENTS & MODELS
TALENT & MODEL POOL TO
TAP INTO

14. REPOSITORY FOR ASSET SHARING
A REPOSITORY TO SHARE
AND RETRIEVE CONTENT
TO USE, REPURPOSE OR
LOCALIZE AS NEEDED.

15. SELECTION OF FACILITIES PER TYPE OF CONTENT
Client Premises
Content Studios
Outdoor Shoots
FILM AUBERVILLIERS

16. THE CONTENT FACTORY
A NEW TAKE OF SOCIAL CONTENT PRODUCTION
THE DESIGN SHOP THE FACTORY

17. ALIGNED MONTHLY CONTENT PLANNING
BUILD MONTHLY
PRODUCTION CALENDAR
BUILD MONTHLY
SOCIAL CALENDAR
ESTIMATE
MONTHLY COST
DISTRIBUTE
ASSETS
MEASURE
PERFORMANCE
PRODUCE
CONTENT

18. EXAMPLES OF WORK

19. THANK YOU