{"id":3987,"date":"2012-05-24T11:48:54","date_gmt":"2012-05-24T10:48:54","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=3987"},"modified":"2012-05-24T11:48:54","modified_gmt":"2012-05-24T10:48:54","slug":"highlights-from-day-2-of-istrategy-london","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2012\/05\/highlights-from-day-2-of-istrategy-london.htm","title":{"rendered":"Highlights from day 2 of #iStrategy London"},"content":{"rendered":"

Yesterday I posted some highlights from my time at the iStrategy digital media conference<\/a>. Having written about day 1, it seems sensible to follow up with a post about day 2.<\/p>\n

Using content to complement your brand<\/h3>\n

The morning keynote was an awe-inspiring look at the Red Bull Media House<\/a>, founded in 2007, 20 years after the drink\/brand organisation, to focus on creating a media business – building a structure and organisation for the commercialisation of Red Bull’s content assets.<\/p>\n

Red Bull’s Chief Commercial Officer, Alexander Koppell, believes that brilliant content should be at the centre of every great brand. But, with content as the company’s major asset, Red Bull found that they needed to consider how to create more; to create a platform and tools; and to handle distribution. Rather than turn to agencies the Red Bull Media House was created as a 360 degree media business with content, its own production facilities, marketing communication, publishing press, music label publishing, broadcasting, platform provision, and worldwide distribution. As a result, Red Bull is the third most influential social brand globally.<\/p>\n

Now, as YouTube has become the world’s global video pool, it has partnered with brands to move into content creation. Red Bull is one of those brands and this is just one of the results:<\/p>\n

<\/object><\/p>\n

Koppell summed up by highlighting Red Bull’s key focus areas of:<\/p>\n

    \n
  1. Brilliant content<\/li>\n
  2. Multichannel execution<\/li>\n
  3. Reach and monetisation<\/li>\n
  4. And a new paradigm based on Google’s Zero Moment of Truth (ZMOT)<\/a>.<\/li>\n<\/ol>\n

    As for his advice to other organisations? Build structures, invest inside your company – if you go for third parties be aware of the risks to you as a content player – and at same time build up your asset (be that technology, events or Formula 1 racing teams!).\u00a0Whatever\u00a0your core product is, make sure that you can differentiate your company from its competitors!<\/p>\n

    Online video: great to watch, even better to share<\/h3>\n

    The next session was a panel on video and, as is usual with this format, I found my mind wondering to other things – panel discussions just don’t engage me! I did get to a session later in the day on the topic (more in a moment) but a couple of quick points I picked up were:<\/p>\n