VCCP Kin Production Director Chris Chaundler - Sustaining brand conversation

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VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an always on world. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt

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How We Work
AUDIENCE
1
YOUR
KNOW
Research & Analytics
Social Listening
Journey Mapping
Content Audit
SEO Analysis
2
A STRATEGY
DEVELOP
Content Connecting Thought
Clear Framework
Role of Channels
Editorial Themes
Distribution Principals
PLAN
EXECUTION
Originate or Reorganise Content
Develop Editorial and Content Calendars
Implementation Guidelines
3
TWEAKING
KEEP
Optimise and Re-optimise Content
Report and Learn
Respond in an Agile Way
Build Links
4
EVALUATE
Business Measures
Long Term Tracking
Feeding Back Against Objectives
5

O2 Guru TV Results
30+
Million
Views
10%
CTR
7%
Higher
CSI

Not Behaving Like A Publisher
 Videos produced on a “per brief” basis
 Good engagement rate, but no regularity and therefore no loyal
audience base
 Reliant on paid media for reach
 Missed reactive opportunities, unable to be a credible “first” voice in new
developments
 Unable to be an always present authority in the technology space

O2 Guru: New Production Model
PERBRIEFBASIS
ALWAYSPRESENT

O2 Guru: New Production Model
ALWAYSPRESENT
Credible
Relevant
Always On

Producers
DirectorsVideo Animators
Creative Producers Editors
Offline Planners
Organic Planners
Online Planners
Measurement
and Analytics
SEO TEAM
Visual ArtistsAnimators
Outreach
Community Managers
Writers
PARTNERS
INFLUENCER
Journalists
Analysts
Everyone
Celebrities
Experts
Bloggers/Tweeters
PRODUCTION
HUB
PRODUCTION
FILM
SEO + PLANNING
MANAGEMENT
COMMUNITY
Content Production Hub

A New Way Of Working
1.Reactive
2.Adaptive

A New Way Of Working
1.Reactive
2.Adaptive
3.Brave

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2. How We Work AUDIENCE 1 YOUR KNOW Research & Analytics Social Listening Journey Mapping Content Audit SEO Analysis 2 A STRATEGY DEVELOP Content Connecting Thought Clear Framework Role of Channels Editorial Themes Distribution Principals PLAN EXECUTION Originate or Reorganise Content Develop Editorial and Content Calendars Implementation Guidelines 3 TWEAKING KEEP Optimise and Re-optimise Content Report and Learn Respond in an Agile Way Build Links 4 EVALUATE Business Measures Long Term Tracking Feeding Back Against Objectives 5

3. Video Production: O2 Guru TV

4. O2 Guru TV Results 30+ Million Views 10% CTR 7% Higher CSI

5. Not Behaving Like A Publisher  Videos produced on a “per brief” basis  Good engagement rate, but no regularity and therefore no loyal audience base  Reliant on paid media for reach  Missed reactive opportunities, unable to be a credible “first” voice in new developments  Unable to be an always present authority in the technology space

6. O2 Guru: New Production Model PERBRIEFBASIS ALWAYSPRESENT

7. O2 Guru: New Production Model ALWAYSPRESENT Credible Relevant Always On

8. Producers DirectorsVideo Animators Creative Producers Editors Offline Planners Organic Planners Online Planners Measurement and Analytics SEO TEAM Visual ArtistsAnimators Outreach Community Managers Writers PARTNERS INFLUENCER Journalists Analysts Everyone Celebrities Experts Bloggers/Tweeters PRODUCTION HUB PRODUCTION FILM SEO + PLANNING MANAGEMENT COMMUNITY Content Production Hub

9. A New Way Of Working 1.Reactive

10. A New Way Of Working 1.Reactive 2.Adaptive

11. A New Way Of Working 1.Reactive 2.Adaptive 3.Brave

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