1. Content to Commerce TM
from storytelling to engagement

2. Avi Savar
Hola! founder & chief creative officer
big fuel
avis@bigfuel.com
bigfuel.com
avisavar.com
@avisavar

3. Big Fuel delivers guaranteed and measurable consumer engagement
for some of the biggest brands in the world.

4. Big Fuel delivers guaranteed and measurable consumer engagement
for some of the biggest brands in the world.

5. Let’s set the stage...
Using Content for Marketing

6. A different media model
Broadcast & Print E-mail Digital PR Experiences Content
PAID EARNED OWNED
Display SEM SEO Social Community

7. The use of content marketing is
widespread
Nine in 10 organizations market
with content, using eight
content tactics on average.

10. So...
How do you make branded
content engaging?

11. The Content Spectrum
Give me
Help me find something to
cool “stuff” talk about
Connect me to Provide me Give me a
community with utility and chance to win
convenience
Helpful Entertaining
Show me how
Let me express
it works
myself
Help me fit your Make me smile,
product into my life Take me laugh or cry
behind the
scenes

12. The problem... It’s philosophically different
Advertising, Direct & Digital
Show me Sell me
Traditional
Consumer engagement
Social Marketing & Branded Content
Help me Entertain me

13. The problem... It’s philosophically different
Advertising, Direct & Digital
Show me Sell me
Traditional
Consumer engagement
Social Marketing & Branded Content
Help me Entertain me

14. It’s the reverse of traditional marketing
Consumer Oriented vs. Product Oriented
people stories
product stories
Being successful in today’s socially and digitally connected world, means brands must
think like publishers and lead with people stories rather than product stories.

15. The engagement point is the bridge from
"people stories" to "product stories"
commerce
content
consumer engagement
Engagement
Point

17. audience truth brand truth
engagement
point
business mandate

18. a few simple rules...

19. who’s content is it anyway?
Know Your Audience
• They’re in control
• It’s not about your brand... it’s about their brand
• Who is your core customer?
• What commonalities exits within that group?
• Think of them as “people” not “consumers”

20. can you pass the 6am test?
Be Relevant
• Relevant to the audience
• And relevant for the brand
• But, relevancy is not your unique selling
proposition!
• So, beware of the curse of knowledge
• Ultimately, the audience needs to care

21. “be excellent to each other”
Be Useful & Provide Utility
• Solve a problem for your audience
• How do they use mobile or social in
their lives? Help them make their life
easier or better
• Help them get more from a
relationship with you

22. a few important decisions...

23. marriage or fling?

24. i now pronounce you...
Getting Married
• Long-term relationship building
• Requires commitment of resources
• Requires monitoring and planning
• Updates and enhancement
• Longer development & more cost
• Greater reward if properly executed
• On occasion, revenue (but beware)

25. i now pronounce you...
Having a Fling
• Short-term gimmick or promotion
• Consumers don’t mind having a “fling”
• Less expensive & quicker to market
• Allows for testing and experimentation
• Can be hit or miss

26. the big question...

27. the big question...
Build or Buy
If content already exist then consider it
but, effective brand integration is the challenge
Will the user feel “the relationship”
Is there a demand or need?
Do you have the resources?
Distribution, Distribution, Distribution...
if you build, what’s your strategy?
What’s Your Objective?
Is it long or short-term?
Promotion, CRM, brand building?
Are you willing to see another brand own it in the future?

28. let’s put it all together...

29. Going from Content to Commerce TM
deliver engagement by...
• staying on the content spectrum... help me to entertain me
• building a bridge through an engagement point
a few simple rules...
• who’s content is it anyway?... know your audience
• pass the 6am test... be relevant
• be excellent to each other... be useful
a few important decisions...
• i now pronounce you... marriage or fling?
• the big question... build or buy?

30. Avi Savar
Gracias! founder & chief creative officer
big fuel
avis@bigfuel.com
bigfuel.com
avisavar.com
@avisavar