28. THE DIGITAL CANVAS
1. Engage Me
2. Keeping it real vibe
3. Sharing Culture
4. Trust as Currency
5. Real Time / Whenever & Wherever
6. Cross Screening Behavior
Wednesday, March 27, 13
29. FOURSOME
4 Key Building Blocks In Creating Content
Wednesday, March 27, 13
30. 1.KNOW WHO YOU
ARE AND WHAT YOU
STAND FOR
Your brand and tone & voice
Wednesday, March 27, 13
38. New Paradigm : Brand Inspired Dialogue
“I” Talk “We” Talk “They” Talk
What the Brand Says What the consumer experiences What others say about
(Interactions & conversations) the Brand
Mass media and touch points, Interaction touch points key to the customer Unpartisan, opinions driven by
people's conversations and media
classical advertising (spots, print experience (Brand website, SEO, mobile apps, (Person-to-person, prescriber-to-
ads, radio, OOH, internet display, Sales Force, Costumer Service, Brand Facebook, consumer conversation, consumer-driven
comparison and ranking sites, Blogs, FB,
video on-line pre-rolls, sales calls Brand YouTube Ch, Brand Twitter, Brand Blogs, Twitter, forums and any other consumer
POS, Loyalty Cards, Sponsored Links/SEM, call opinions in digital platforms)
and letters, PR, sponsorships… )
center, coupons…)
Wednesday, March 27, 13
39. 4.IDENTIFY YOUR
DIGITAL STORY
Storytelling that transforms to
meaningful experiences and actions
Wednesday, March 27, 13
40. The Art Of Story Telling
> Message
> Conflict
> Plot
> Character/s
> Narratives
Wednesday, March 27, 13
45. From Messages to Meaningful Experiences
“Digital creativity is a plan for
arranging elements in such a
way as best to accomplish
a particular purpose.”
Ana Andjelic, Digital Strategist Droga5
Wednesday, March 27, 13
46. Key Check Points
Why should they care? Why should they
share? Why should they trust?
Wednesday, March 27, 13
47. FOURSOME
Key Building Blocks In Creating Content
1. Know who you are and what you stand for
2. Know your audience
3. Determine your choice of medium
4. Identify your digital story
Wednesday, March 27, 13
55. Brands That Get It
http://youtu.be/FHtvDA0W34I
Wednesday, March 27, 13
56. Brands That Get It
Awesome Content = Awesome Results
10.7 million total video views + 7.3 million LIVE viewers on YouTube
Landing photo got 29,000 shares/ 216,000 likes/10,000 comments in
< 40 minutes/Twitter: Almost half of all globally trending topics were
related to Stratos
Wednesday, March 27, 13
78. Stories and Conversations
http://www.youtube.com/watch?
v=SHLfaTFMVfo&feature=share&list=PLTomcJV1biiQc2-YTcjbE4yAQ2WVBuWDv
Wednesday, March 27, 13
79. Stories and Conversations
76 MILLION TOTAL IMPRESSIONS
826, 000 TWITTER REACH WITH 460
TWITTER MENTIONS WITH THE
HASHTAG #REDMUGSESSIONS
AT LEAST 588,000 VIDEO VIEWS
AND 208,000 ENGAGED USERS IN
TOTAL
Wednesday, March 27, 13
80. 7.MEANINGFUL
EXPERIENCES.
Wednesday, March 27, 13
87. GUIDEPOSTS
1. People First Not Technology
2. Real Time Is Magical
3. Insight is King. Influence is Queen.
4.Occasions That Strikes The Heart
5. Passion and Motivations
6. Stories and Conversations
7. Meaningful Experiences
Wednesday, March 27, 13
89. Good to add in your knowledge knapsack
Create awesome content
Simple content strategy, writing and collaboration advice.
By Cheri Hanson
Wednesday, March 27, 13
90. My Contact Details
eduardo.mapa@havasmediaortega.ph
http:// www.facebook.com/eduardomapajr
Wednesday, March 27, 13