The Philippine Association of National Advertisers hosted its 2016 GMM and I had the privilege to share on how brands can use content to tell better (more effective, more relevant) brand stories.

2. CONTENT CREATION
CONSUMER COMMUNICATION IN THE
DIGITAL ECONOMY
PANA 2016 GMM
Jason Cruz | McCann Worldgroup Philippines
June 30, 2016

3. 3
JASON CRUZ
BUSINESS LEAD FOR SOCIAL, MWG
Questions, comments, or tags:
JSNCRUZ
Jason.Cruz@McCann.com

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THE THREE KEY POINTS FOR TODAY
CONTENT’S
BUSINESS
IMPACT
ELEMENTS OF
GREAT DIGITAL
CONTENT
WHAT THE
FUTURE HOLDS
FOR US

5. 5
“THAT’S WHAT STORYTELLERS DO.
WE RESTORE ORDER WITH IMAGINATION.
WALT DISNEY
Founder, The Walt Disney Company
”

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2998 98
Reference: Facebook Data (2016), TIME Magazine, CMO Mobile Summit, Twitter Data (2014)

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GREAT CONTENT ARE UNIVERSALLY
ENTERTAINING.
Reference: IKEA

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GREAT CONTENT ARE EDUCATIONAL; SOMETHING
OF VALUE TO ITS AUDIENCE.
Reference: Spotify

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GREAT CONTENT ALSO TUG AT OUR FEELINGS
AND EVOKES EMOTION.
Reference: NESCAFE Philippines

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THE FORMULA OF GREAT CONTENT IS ACTUALLY
NOT THAT DIFFICULT (IN THEORY).
ENTERTAINS,
EDUCATES, OR
EVOKES EMOTION
HAS CLEAR AND
RELATABLE
STORYTELLING
MEMORABLE IN
ALL THE RIGHT
WAYS
CLEAR CALL TO
ACTION FROM THE
VIEWER

11. “IF THE ADAGE OF ‘PLACE’ IN THE 4Ps IS
TRUE, THEN THIS P ON DIGITAL IS SOCIAL.
IIDM CDM PROGRAM 2016
Social Marketing Module 101
” 11

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9251 114
Reference: Facebook Data (2016), IIDM Certified Digital Marketer Program, We Are Social

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CLEARLY, IT’S NOT EVEN
A DEBATE AS TO WHERE
WE SHOULD BE
INVESTING OUR MONEY,
BRAINS, AND TIME.

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WE HAVE ALL OF THESE GREAT IDEAS AND
CONTENT – WHAT DO WE DO NEXT?
CONTENT SHOULD
GROW
COMMUNITIES
CONTENT SHOULD
CONSISTENTLY
BUILD TRUST
CONTENT SHOULD
BOOST
ENGAGEMENT
CONTENT SHOULD
ESTABLISH
RELATIONSHIPS

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WE DON’T HAVE TO DO ALL OF THEM AT ONCE –
BUT IT DOESN’T HURT TO TRY!
Reference: Volvo “Interception”

16. “MARKETING IS TELLING THE WORLD YOU’RE
A ROCK STAR. CONTENT MARKETING IS
SHOWING THE WORLD YOU ARE ONE.
ROBERT ROSE
Chief Strategist, Content Marketing Institute
” 16

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BUSINESSES BENEFIT BY CREATING VALUE WITH
USEFUL CONTENT.
Businesses that blog
regularly receive up to 77%
more traffic, and 97%
more links to their website
than those that do not.
Reference: Red Bull Stratos Brand Blog

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SOCIAL CONTENT MAKES BRANDS RELEVANT
DURING MOMENTS THAT MATTER.
Reference: KITKAT Philippines “Facebook Down”

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WE CAN DICTATE A DESIRED ACTION FROM
CONSUMERS THROUGH CONTENT.
Reference: Netflix, Humboldt County

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BRAND COMMUNITIES CAN BE GIVEN ‘A HOME’ –
BUILDING A VALUABLE CAPTIVE AUDIENCE.
Reference: Nike Women

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IT’S A POTENTIAL GOLD MINE FOR NEW PR:
PERCEPTION RECALL.
Reference: Twitter, Manila Bulletin, ABS-CBN

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EVERY BRAND’S DREAM IS FOR ITS CONTENT TO
‘GO VIRAL’. IT MAY – WITH THREE PRINCIPLES.
STRATEGIC
DISTRIBUTION
GREAT
CONTENT
STRONG CALL
TO ACTION

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ULTIMATELY, ‘VIRALITY’ IS AN EFFECT OF THE
PRINCIPLES WORKING TOGETHER PERFECTLY.
Reference: Metro Trains “Dumb Ways to Die”

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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED
AND HUNGRY FOR CONTENT, WHAT NOW?
BUILD TEAMS
THAT LIVE
CONTENT
Reference: Content Marketing Institute, 2011

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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED
AND HUNGRY FOR CONTENT, WHAT NOW?
DESIGN,
CREATE, AND
THINK SMALL

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GIVEN THAT OUR AUDIENCE IS HYPERCONNECTED
AND HUNGRY FOR CONTENT, WHAT NOW?
REALLY PUT
OURSELVES IN
THEIR SHOES
Reference: Advertising Week

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CONTENT IS OUR CHANCE TO BUILD A
MEANINGFUL CONNECTION WITH PEOPLE.
PLAY A
MEANINGFUL
ROLE
SOCIAL
MARKETING IS THE
GATEWAY
THE TRUTH IS
AMPLIFIED ON
DIGITAL
SELL
RELATIONSHIPS,
NOT PRODUCTS

28. EVERYBODY LOVES
A GOOD STORY.
28

29. Thank you!
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