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.
2. Lance Shields
Digital Marketing Director
MRM Worldwide – Japan
lance.shields@mrmworldwide.com
http://mrmjapanvoices.com/
http://twitter.com/lancesh
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. • 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. 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. 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. 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. 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. The job of CMO today should stand for
"chief movement officer" and not chief marketing officer.
Seth Godin
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. 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
17. "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
18. “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.”
19.
20. 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.