Last week I went to Marketing Week Live. There were a LOT of speakers, conferences, seminars, presenters. The trick with these events I feel is to
decide what interests you before you go and plan your day accordingly. I like my learning to be as untainted as possible by commercial agenda so tend to avoid the supplier sponsored ‘seminars’, opting instead for thought leaders and speakers who have earned their place on stage through merit, rather than sponsorship.
The exception to this is a speaker from one of the biggies; Google, Facebook or as on this occasion, Twitter. I arrived at London Olympia and found myself instinctively drawn to the centre stage, with a mass of people craning their ears to hear the wise words dispensed by Twitter’s ‘Head of Agency Sales’, Dara Nasr. Entitled ‘Twitter – An Interest Network with Social Properties‘, the general sense of the entire Twitter presentation was thus:
- Build a content plan around moments
- Plan for the best scenarios
- Expect the worse scenarios, e.g. Lynx and dogging
- When everyone is creating content, speed of creation and distribution can be a key differentiator for example the oft cited Oreos tweet and the Nando’s response to Alex Ferguson’s retirement announcement #nandosfergietime
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
In honour of Sir Alex Ferguson we’re proud to introduce #NandosFergieTime – all our Manchester Nando’s will be open 5 minutes later tonight.
— Nando’s (@NandosUK) May 8, 2013
Modern Marketing Manifesto
Next up was Econsultancy’s Ashley Friedlein who talked us through the Modern Marketing Manifesto, with the following two examples:
The Tate was given as a example of a brand with a great digital strategy. This is publicly available and you can view ‘Tate Digital Strategy 2013-15: Digital as a Dimension of Everything’ here
Meat Pack Hijack was a great example of innovative, location based mobile marketing and won a Cannes Lion for its efforts. When a customer enters a competitor’s store there received a a message from Meat Pack with a countdown timer. The quicker the customer left the competitor’s shop and got to a Meat Pack store, the greater the discount they would receive. Brilliant.
Content Strategy by TUI’s Ros McKenzie (@RosMack).
There are two types of presenter. The first recites what they believe will sound good to the audience. A piece of jargon here and someone else’s case-study there. You don’t learn anything and leave feeling a little duped.
The second type tells you new and interesting things informed by personal experience and the evidence to demonstrate their assertions. Ros was this second type.
I thought I vaguely new what content strategy was about but Ros introduced the audience to a whole new world of content strategy. These are my notes:
- What is Content Strategy? Ros suggested the definition by Christina Halverson in Content Strategy for the Web and in it’s most basic form concerns the creation, delivery and governance of content.
- Content begins with differentiation
- It’s not just about what you create. Its also the why? how? when? where? for whom? how often? and what next?
- Substance + Workflow + Governance + Structure = Core.
- Substance = What content do customers need to enable them to buy products. They come the your website to complete a task.
- Structure = Is the content structured forcustomers to find and for multi channel delivery. Should be cleanly formatted.
- All content should be usable on website, mobile, apps, tablet, print, email, intranet, blogs, microsites and social media. Lots of platforms!
- Anne Rockley speaks of intelligent content including meta data for SERPs
- Blobs versus chunks. No big blobs of large content. Break everything down in to flexible chunks of information, for example, one chunk of 140 charaters for Twitter so the samw piece of content doesn’t have to be constantly repurposed for different channels. Reusable chunks are faster to get to market, have a reduced cost, improved quality, predictability and unlimited delivery. No different versions, one single source.
- Get the right content, to the right customer at the right time!
– Speak to customers, think of content first, have a reuse strategy and created structured, intelligent content.
Online PR & Social Media Fundamentals
The other conference speaker worth mentioning was Michelle Goodall’s Online PR & Social Media Fundamentals. Michelle is also the second type of presenter. She’s been in the industry a long time and really knows what she’s talking about. She also made me go bright red by mentioning me and my company Farrow & Ball as a case study. Shucks.
Michelle’s presentation is rather handily on Slideshare and can be viewed here.
A good event and thoroughly recommended.