BrandMAX: Brands should be careful to create 'interesting' content, says Gravity Road's Eaves
Mark Eaves, co-founder of Gravity Road, told the BrandMAX conference in London, that brands were under pressure to create "interesting" content when communicating with consumers.
Eaves said there was "huge pressure on brands to be finding something interesting to say every day," but that this pressure could create the wrong kind of content. He said: "Too often social media strategies culminate in a competition to win a chocolate bar on Twitter."
Eaves said that brands "have to aim high" by understanding storytelling and the subtleties of execution when creating content. He said there were two stages involved with creating brand content, the first of which involved "a great campaign idea that has been executed brilliantly".
He highlighted Yeo Valley and Nike as two campaigns that created enough assets within their activity for "it to extend on to its own ownable platform".
The second stage, according to Eaves, was of businesses taking a long-term strategic decision to invest in assets that would fuel the brand's power across owned and earned platforms, referencing a Unilever model that pointed towards turning its brands into media owners in their own right.
Eaves said he no longer saw a definite division between owned and earned media, because "they are so interlinked".
Eaves said Footlocker's Sneakerpedia site, which acted as a Wikipedia for "sneaker" enthusiasts allowing consumers to log, upload and box as many products as possible, was an example of a brand that had created a content platform and turned itself into a media owner in its own right.
Gravity Road is a content creation specialist launched by Eaves, former managing director of DrumPHD, and Mark Boyd, former head of content at BBH, in May, to develop ideas and platforms, both directly with advertisers and with agency partners.
This article was first published on marketingmagazine.co.uk
- Yahoo! signs up as sponsor of BrandMAX
- A Marketing Promotion: BrandMAX 2012 - 4 October 2012
- BrandMAX digest: 'B' is for business as well as for brands
- Media Bitch's Diary 23 September
- Out and About 23 September
- BrandMAX: Gatorade champions 'power of the big idea'
- BrandMAX: Marketing communications should be 'bold, contagious and playful'
- BrandMAX: Marketers should unleash their 'inner geeks' and embrace analytics
- BrandMAX: Simon Clift imparts global marketing experience
- BrandMAX: VCCP's Charles Vallance tackles 'fuzzy atmospherics'
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Deputy Director of Marketing and Communications University of West England £54,827, Bristol
- Junior Digital Project Manager - Big Brand ADLIB GBP20000 - GBP25000 per annum, Wiltshire
- SENIOR ACCOUNT MANAGER - Shopper Marketing - 5 month CONTRACT- £180-200 day rate - Central London Judi Patton going day rate, London
- Senior Account Manager: c£40k Excellent Digital and Integrated Agency Fill Recruitment Ltd c£40k , Surrey: Close to Guildford
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- ITV and Channel 4 insist they will beat declining ad market
- EE adds Dare to agency roster to develop digital
A demographic portrait of Twitter, Tumblr, Pinterest, Instagram and Facebook users
A useful study here from the ‘Pew Research Center’ taking a look at the demographic make-up of US social media users across Twitter, Tumblr, Pinterest, Instagram and Facebook. No data on LinkedIn of Google+, but great stats all the same.