Creating Content for Millennials: Why It Matters + Strategies for Success презентация

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Creating Content for Millennials: Why It Matters + Strategies for Success #thinkcontent | @newscred + Marcus Stoll Head of Marketing EMEA NewsCred @stollyolly Joe Puglisi Director of Creative Strategy

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Creating Content for Millennials: Why It Matters + Strategies for Success

Thanks

for joining! We’ll get started in just a few minutes.

#thinkcontent | @newscred

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Creating Content for Millennials: Why It Matters + Strategies for Success

#thinkcontent

| @newscred

+

Marcus Stoll
Head of Marketing EMEA
NewsCred
@stollyolly

Joe Puglisi
Director of Creative Strategy
BuzzFeed
@joefi

Слайд 3Millennial is the word on
every brand’s mind.

Слайд 4
Full disclosure: This webinar is being hosted by two millennials.

Слайд 5
Full disclosure: This webinar is being hosted by two millennials.
The sad truth:

we aren’t impressed.

Слайд 6AGENDA
What is a millennial, and why do they matter?

Current state of

marketing to millennials.

The BuzzFeed formula for effective content.

What makes good content, and things to consider when creating it.

Q&A


Слайд 7What is a millennial, and why
do they matter?
Current state of marketing
to

millennials.

What makes good content, and what should you think about when creating it?

The BuzzFeed formula.

Слайд 8
There’s been a fundamental
shift in the way we create,
consume, and share

content.

Every single day…


4.75 billion

pieces of content are shared



1.8 billion

photos are uploaded and shared



500 million

Tweets are posted



700 million

Snapchats are sent


#thinkcontent

Слайд 9
Licensed Content
Custom Content
Social Content
Licensed Content
Boost credibility, publishing cadence and direct traffic

with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred


1982

MILLENNIALS | GENERATION Y


Слайд 10
Licensed Content
Custom Content
Social Content
MILLENNIALS | GENERATION Y
Licensed Content
Boost credibility, publishing cadence

and direct traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred


1982

Early 2000s



Слайд 11
Licensed Content
Custom Content
Social Content
Licensed Content
Boost credibility, publishing cadence and direct traffic

with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.





#thinkcontent | @newscred

BUT WHAT DOES
‘MILLENNIAL’
MEAN FOR MARKETERS?


Слайд 12
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred



Слайд 13
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred



Слайд 14
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred



Слайд 15
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred



Слайд 16
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred



Слайд 17
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred




Слайд 18
Licensed Content
Custom Content
Social Content
INFLUENTIAL MILLENNIALS



#thinkcontent | @newscred


Слайд 19
Licensed Content
Custom Content
Social Content
MILLENNIALS MATTER
Licensed Content
Boost credibility, publishing cadence and direct

traffic with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




#thinkcontent | @newscred


82 million
Content consumers*


85%+
Smartphone users**

$1.4 trillion
Spending by 2020*

83%
Connect w/ a brand on social media***

*eMarketer 2014 millennial roundup **Nielsen ***SDL

Слайд 20Our Goals and
Approach
What makes good content, and what should you think

about when creating it?

The BuzzFeed formula.

Current state of marketing
to millennials.

What is a millennial, and why
do they matter?

Слайд 21
#thinkcontent | @newscred

WE SUCK AT TALKING TO THEM

6%
Influenced by online advertising
45%
Don’t

find content compelling enough to share*

32%
Find brand communications helpful

*2014 Yahoo Study: Content Marketing: Best Practices Among Millennials

Слайд 22
#thinkcontent | @newscred
Why isn’t your content winning the hearts of millennials

everywhere?

Слайд 23
#thinkcontent | @newscred

WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

Слайд 24
#thinkcontent | @newscred

WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

You aren’t being useful or helpful

Слайд 25
#thinkcontent | @newscred

WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

You aren’t being useful or helpful

Your content is boring and stupid

Слайд 26
#thinkcontent | @newscred
WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

You aren’t being useful or helpful

Your content is boring and stupid

Слайд 27
#thinkcontent | @newscred

WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

You aren’t being useful or helpful

Your content is boring and stupid

You haven’t changed your delivery methods

Слайд 28
#thinkcontent | @newscred

WHY YOUR CONTENT MARKETING IS NOT WORKING

Your demographics are

too broad

You aren’t being useful or helpful

Your content is boring and stupid

You haven’t changed your delivery methods

Your content doesn’t evoke emotion

Слайд 29
NewsCred Millennial Survey 2014

Слайд 30

#thinkcontent | @newscred
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH

Слайд 31

#thinkcontent | @newscred
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH

Слайд 32

#thinkcontent | @newscred
IT’S ABOUT TIME
THAT WE
CHANGE UP
OUR APPROACH

Слайд 333 BRANDS THAT ARE DOING IT RIGHT

Слайд 34Targeted, shareable content for exclusive programming

Interactive Twitter event

Custom Twitter hashtag for popular

character

Developed and launched mobile app filled with shareable content

Netflix: Reaching
millennials where they live

*NY Daily News, 2014
*Mashable, 2014

Слайд 35
Targeted, shareable content for exclusive programming

Interactive Twitter event

Custom Twitter hashtag for popular

character

Developed and launched mobile app filled with shareable content

Netflix: Reaching
millennials where they live

*NY Daily News, 2014
*Mashable, 2014

98,407
Social mentions, 98% positive*

50M+
Overall subscriptions, w/ CEO + CFO attribute to #OITNB*

THE RESULTS

Слайд 36Verizon: Maintaining
cultural relevance
Gen Y cares: sustainability, LGBT equality, animal rescue,

helping the poor, etc

37% of millennials receptive to cause marketing (Rosetta Marketing)

Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs.

Слайд 37Verizon: Maintaining
cultural relevance
Gen Y cares: sustainability, LGBT equality, animal rescue,

helping the poor, etc

37% of millennials receptive to cause marketing (Rosetta Marketing)

Inspire Her Mind campaign focused on the serious disparity between women and men in college science and math programs.


1.3M+
Video views in first few weeks

Slate, HuffPo, AdWeek
Commended the ad, calling it “thought-provoking,” “important,” and “a blast of refreshing cool air.”

THE RESULTS

Слайд 38VICE: Creating the content
of the future
“Millennials lost trust in

politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer.

The liberation of information.

Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed.

Слайд 39VICE: Creating the content
of the future
“Millennials lost trust in

politicians and experts and systems [social security, etc.]” –Eddie Moretti, VICE’s Chief Content Officer.

The liberation of information.

Engaged in direct conversations with their fans. They care deeply about the world they live in, and were looking for a non-traditional source to keep them informed.


61%
Of website viewers are millennial traffic*

6+ million
YouTube subscribers, publishing up to one new video daily

THE RESULTS

*comScore

Слайд 40
15% 31%

30% 16% 2%
When asked

how much millennials read communications from brands:

Always

Most of the time

Sometimes

Rarely

Never

NewsCred Millennial Survey 2014

Слайд 41
NewsCred Millennial Survey 2014

Слайд 42
Licensed Content
Custom Content
Social Content
Licensed Content
Boost credibility, publishing cadence and direct traffic

with a high-volume of fully-licensed, compliant content.

Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.




Custom Content
Share on-brand stories and recipes which are created specifically for your brand.

Social Content
Leverage snackable content through UGC that engages your target audience.

Licensed Content
Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.

#thinkcontent | @newscred


UTILIZE THE RIGHT MIX OF CONTENT, AND SCALE IT


Слайд 43Current state of marketing
to millennials.
What makes good content, and what should

you think about when creating it?

Building our Newsroom
and Distribution

The BuzzFeed formula.

What is a millennial, and why
do they matter?

Слайд 44Current state of marketing
to millennials.
The Results of
our Efforts
The BuzzFeed formula.
What is

a millennial, and why
do they matter?

What makes good content, and what should you think about when creating it?

Слайд 45BuzzFeed

Слайд 46The Evolution of BuzzFeed

Слайд 47Experminentation is in BuzzFeed’s DNA
Experimentation in in BuzzFeed’s DNA

Слайд 48BuzzFeed’s Journet to Date

Слайд 49BuzzFeed’s Journey to Date

Слайд 50What Began as an Experiment in 2006

Слайд 51Became BuzzFeed Today

Слайд 52200M - 1B – 54%

Слайд 53BuzzFeed is at the intersection of content and technology

Слайд 54BuzzFeed.com Monthly Views

Слайд 55BuzzFeed Mobile App Active Users

Слайд 56BuzzFeed Video Views

Слайд 57Things to Consider When Creating Content

Слайд 58Testing and Learning is Key

Слайд 60Distribute

Слайд 63Technology

Слайд 65Create – Distribute - Impact

Слайд 66Millennials live in the feed, so meet them there.

Слайд 67Referrals to BuzzFeed

Слайд 68Impressions in the Stream

Слайд 69Ho can we have a big impact

Слайд 70Push content to the stream, not just links

Слайд 71BuzzFeed Classic

Слайд 72BuzzFeed Today

Слайд 73So What Makes Good Content?

Слайд 86

QUESTIONS?

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