Swimming in content … or drowning?
We are bombarded with content.
The average social network user receives 285 pieces of content daily.
Facebook has 900 million users.
Every sixty seconds, 293,000 status updates are posted on
175 million tweets are sent each day.
The number of fake Facebook accounts is roughly equivalent to the population of Egypt.
Youtube has more than1 billion unique users visit the site each month, with over 6 billion hours of video watched. That's almost an hour for every person on Earth, and 50% more than in 2012.
It really wants to make you cry. Or at least design a funky infographic!
Instead we say, forget the facts, ditch the digits and focus on one thing. Your customer.
We help brands connect to this market get the right content to the right customers at exactly the right time.
What is the right content? Well it has to be three things:
And before we put pen to paper we discuss the brand. From here we think about developing a tone of voice. Sometimes that's as easy as playing the "if the brand was a famous person who would it be?" game.
Sometimes it's useful. Sometimes we realise we have spent the last hour deciding that the W Hotel was Chloë Sevigny.
But it's a starting point and more often than not it will lead us to go out and gather as much customer insight as possible. There's no rigid formula to doing this.
For example, we'll hang out in hotel lobbies before launching a hotel magazine. But we'll supplement this with using data to listen to what your customers are doing, reading, watching and buying – and then act.
So don't just sit there. Go and sit in a hotel lobby. Or decide what superhero Hoover would be. Just don't drown in the content.