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Branded
Content:
What Does It
Mean?
Lance Shields
10/28/2010
Lance Shields
Digital Marketing Director
MRM Worldwide – Japan	
lance.shields@mrmworldwide.com
http://mrmjapanvoices.com/
...
• MRM Worldwide is a global digital and direct agency
• Global network of 62 offices in 40 countries
• Established in 1979...
• It’s NOT your campaign site
• NOT your TV commercials on YouTube
• NOT your magazine turned into an ebook
But what about...
The problem with most branded content
is it’s made by ad men…
Branded content should be useful
We’d be better off it was m...
Put the user of your
content in the center of it.
“Why should we bother with your
brand when we’re treated like
‘consumers...
The CMO Hierarchy = Brand, brand, brand…
CMO
Brand
Manager A
Brand
Supervisor A
Brand Staff
A1
Brand Staff
A2
Brand
Manage...
CMO
Brand
Manager A
Brand
Supervisor A
Brand Staff
A1
Brand Staff
A2
Brand
Manager B
Brand
Supervisor B
Brand Staff
B1
Bra...
The job of CMO today should stand for
"chief movement officer" and not chief marketing officer.
Seth Godin
ENGAGING INFORMATION NEEDS TO BE A “NETA”
NOT SIMPLY INFORMATION FROM AN AD
“Neta”
Definition: News, item, information, ma...
IN THE WORLD OF SOCIAL MEDIA, THE
TRANSFORMATION OF CONSUMERS TO
ADVOCATES BECOMES MORE IMPORTANT 	
FIND IT SHARE ITDO IT
...
Chief Inspired Protagonist
His book:
"Timely conversations and no
'wasted' advertising. The old
shotgun approach using TV, etc.
just leads to mental pollution....
“The Nation asks folks to register to post
to our forums, download coupons, etc. We
also send them a twice-monthly newslet...
A final word…
Brand is just another word
for goodwill.
Brand content is just
another word for value.
CMOs must become soci...
Thank you!
ありがとうございます!
Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields
Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields
Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields
Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields
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Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields

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Ad:tech Tokyo 2010 Panel:
Branded Content What Does It Mean? How Do We Manage It?

This was a panel discussion about the future of branded content and the role of the CMO in the age of social media. This slide show was the presentation given by Lance Shields.

Publié dans : Business, Technologie
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Branded Content - What Does It Mean? (adtech Tokyo) Lance Shields

  1. 1. Branded Content: What Does It Mean? Lance Shields 10/28/2010
  2. 2. Lance Shields Digital Marketing Director MRM Worldwide – Japan lance.shields@mrmworldwide.com http://mrmjapanvoices.com/ http://twitter.com/lancesh
  3. 3. • MRM Worldwide is a global digital and direct agency • Global network of 62 offices in 40 countries • Established in 1979 and part of McCann Worldgroup • We help our clients attract, engage, acquire and retain customers by building Customer Utility™ in a digital world.
  4. 4. • It’s NOT your campaign site • NOT your TV commercials on YouTube • NOT your magazine turned into an ebook But what about this thing called brand content? • NOT silly kittens you think are funny… • But it could be.
  5. 5. The problem with most branded content is it’s made by ad men… Branded content should be useful We’d be better off it was made by carpenters, programmers, chefs, teachers, comedians, bus drivers, dentists.
  6. 6. Put the user of your content in the center of it. “Why should we bother with your brand when we’re treated like ‘consumers’? We want something that surprises and challenges us with it’s phenomenal usefulness.”
  7. 7. The CMO Hierarchy = Brand, brand, brand… CMO Brand Manager A Brand Supervisor A Brand Staff A1 Brand Staff A2 Brand Manager B Brand Supervisor B Brand Staff B1 Brand Staff 2 Brand Manager C Brand Supervisor C Brand Staff C1 Brand Staff C2 Brand Manager D Brand Supervisor D Brand Staff D1 Brand Staff D2 Brand content please! Brand content please! Brand content please! Brand content please! “The Vendors” You want it, you got it!
  8. 8. CMO Brand Manager A Brand Supervisor A Brand Staff A1 Brand Staff A2 Brand Manager B Brand Supervisor B Brand Staff B1 Brand Staff 2 Brand Manager C Brand Supervisor C Brand Staff C1 Brand Staff C2 Brand Manager D Brand Supervisor D Brand Staff D1 Brand Staff D2 “The Vendors” Brand content please! Brand content please! You want it, you got it! “Networked People” ? ? ? ? ? Are they really doing their jobs?
  9. 9. The job of CMO today should stand for "chief movement officer" and not chief marketing officer. Seth Godin
  10. 10. ENGAGING INFORMATION NEEDS TO BE A “NETA” NOT SIMPLY INFORMATION FROM AN AD “Neta” Definition: News, item, information, material, stories, evidence, sushi ingredients Source: Genius Japanese to English Dictionary Want to search for and spread “Neta” as social currency. Want to be the center of conversation through my “Neta”.
  11. 11. IN THE WORLD OF SOCIAL MEDIA, THE TRANSFORMATION OF CONSUMERS TO ADVOCATES BECOMES MORE IMPORTANT FIND IT SHARE ITDO IT Awareness Engagement Advocacy CONSUMER ADVOCATES FROM TO
  12. 12. Chief Inspired Protagonist
  13. 13. His book:
  14. 14. "Timely conversations and no 'wasted' advertising. The old shotgun approach using TV, etc. just leads to mental pollution. Social allows us to talk with those who have raised their hand to talk with us.” Chris Middings 7th Gen’s Web Editor
  15. 15. “The Nation asks folks to register to post to our forums, download coupons, etc. We also send them a twice-monthly newsletter. It is a great way to educate them about the other issues in their lives that can be made healthier. Our primary goal is education.”
  16. 16. A final word… Brand is just another word for goodwill. Brand content is just another word for value. CMOs must become social or risk becoming irrelevant.
  17. 17. Thank you! ありがとうございます!

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