Thismoment Content Marketing Blog » Press Release

Be Your Own Brand DJ: The Power of Content Cloud

Dan Kimball — Tue, 04 Mar 2014 16:37:09 +0000

Never before have brands had so much creative marketing opportunity at their fingertips, but faced so many challenges at the same time.

Driven by powerful social, mobile and content marketing trends, brand strategies are evolving. The mission remains the same: create meaningful connections with customers and convert them into market share. The landscape, however, has changed.

Today’s digital marketer faces challenges at every turn. Production resources are strained. Assets are scattered across teams and systems. New distribution channels are constantly emerging, while others are changing and reducing brand control. Mobile experiences are broken and inconsistent. Digital touchpoints are increasingly shallow and fragmented.

OPPORTUNITIES	CHALLENGES
Real-time marketing on mobile devices	High expectations of brands to meet real-time, always-on consumer demands
User Generated Content (UGC)	Overwhelming volume of UGC & legal risks if rights aren’t tightly managed
Advanced user-level analytics	Big data is powerful, but finding signals in the noise is a huge challenge
Densely populated social channels	Connecting with consumers in an authentic manner in an oversaturated environment
New & massively growing social channels	Choosing which one to build content for, and standardize on (MySpace, anyone? Anyone?)
Cloud-based asset & campaign management	Figuring out how to synchronize and normalize all assets into a globally unified system
Native mobile device & OS functionality	Thousands of devices, screen sizes, operating systems = massively overblown content optimization requirements
Authentic storytelling = engaging marketing	Resource-constrained marketing teams are overwhelmed with content expectations
Outstanding content-enabling technology	986 different point solution technology vendors in the latest LumaScape!

Are you feeling the strain of any of the content marketing challenges listed above? You’re not alone. About 90% of consumers want more content from brands. And, only 10% of consumers are satisfied with the quality of content they get from them. This content conundrum isn’t limited to just one company, one agency or one vertical. It’s pervasive, and it’s stifling marketing teams across the globe.

But, there’s hope.

Brands like Frito Lay, Levi’s, Sephora and Intuit are staring these requirements in the eye, and embracing the opportunity. They’re creating unique and authentic stories and delivering engaging experiences to their diverse audiences. They’re leveraging UGC, and mashing it up with brand-created assets to build award-winning content marketing programs.

And, they’re handling it at Enterprise scale.

These brands view content marketing much like a DJ views music. The DJ finds great music from a library of songs and artists. He curates his collection, and mixes different playlists for different situations. He shares his playlist with his audience, allowing them to enjoy the music. The DJ feels the mood of the dance floor, and plays music that gets the audience even more fired up. It’s an infectious cycle of content and engagement.

DJs mix music. You mix rich digital content.
Learn more about what it means to be a Brand DJ in our eBook.

Today, we’re proud to announce our new product to the world—Thismoment Content Cloud. Content Cloud is an end-to-end content marketing platform that empowers brands to be their own Brand DJ. With Content Cloud, you’ll be able to effortlessly find, mix and share content, and create unique and engaging stories for your audience that deliver results. (Read the press release here)

We built Content Cloud to turn those Challenges into Solutions.

CHALLENGES	SOLUTIONS
High expectations of brands to meet real-time, always-on consumer demands	Content Cloud real-time Playlists and UGC stream
Overwhelming volume of UGC & legal risk if rights aren’t tightly managed	Content Cloud UGC Closed Loop Consent (CLC) for industry-best usage-rights management
Big data is powerful, but finding signals in the noise is a huge challenge	Content Cloud user-level data and metrics for smart content optimization
Connecting with consumers in an authentic manner in an oversaturated environment	Content Cloud social cards and feeds that drive engagement and performance
Choosing which one to build content for, and standardize on (MySpace, anyone? Anyone?)	Content Cloud optimizes content for any social feed without any custom development
Figuring out how to synchronize and normalize all assets into a unified, global system	Content Cloud open architecture and meta data normalization for easy content discovery and collaboration
Thousands of devices, screen sizes, operating systems = massively overblown content requirements	Content Cloud mobile-first approach and responsive design to meet all screen and device requirements
Resource-constrained marketing teams are overwhelmed with content expectations	Content Cloud plug-and-play UI makes finding, mixing and sharing content easy
986 different point solution technology vendors in the latest LumaScape!	Content Cloud integrates with the industry’s most prominent point solutions, and gives you the first end-to-end content marketing platform!

The post Be Your Own Brand DJ: The Power of Content Cloud appeared first on Thismoment Content Marketing Blog.

Coca-Cola and Thismoment Continue to Break New Social Ground

Andrew Sielen — Tue, 18 Jun 2013 15:24:00 +0000

CANNES, FRANCE–(Marketwired – Jun 18, 2013) - Cannes Lions – Coca-Cola continues to be on the forefront of defining the future of marketing and laying the foundation for how successful brands will effectively engage with their audiences in ways that were previously unimaginable. Coca-Cola’s collaboration with social software company Thismoment has led to record levels of engagement. Through modern programs reminiscent of a digital media company, Coca-Cola has made a significant connection with youth audiences and achieved remarkable results.

With leading-edge projects such as Coca-Cola.TV, Coca-Cola.FM and live-streaming music events, Coca-Cola has shown the world how thinking outside the box can lead to revolutionary engagement with a brand’s customers. In partnership with social software industry leader Thismoment, Coca-Cola has executed large-scale digital marketing initiatives that combine real-world entertainment with the unique ability to distribute and magnify these offerings in a robust and engaging social and mobile experience. The business results and metrics show significant direct engagement with the brand — in some cases more than 30 minutes per user session.

In its continual commitment to forge new ground and create memorable experiences for its customers, Coca-Cola again turned to Thismoment to deliver a new and unparalleled solution. Recognizing that a key element to success is maintaining focus on content and messaging through the use of powerful technologies, Coca-Cola and Thismoment designed a concept called “Pantry.” Pantry provides Coca-Cola with the ability to consolidate valuable content and democratize access to it. Through a central registry, regional content rights, analytics, discoverability, collaboration, future-proofing and a simple, easy-to-use interface, Pantry provides Coca-Cola with the ability to execute the revolutionary strategy it envisioned.

Javier Sanchez Lamelas, former Vice President of Marketing for Latin America and current Vice President of Europe at The Coca-Cola Company, shares, “We knew we wanted to create an even better brand experience and empower our marketers at Coca-Cola with the ability to do so simply and effectively. Thismoment provided us with the ability to crystallize our vision and deliver a software solution that exceeded our expectations, something we are now used to with Thismoment.”

Early on, Coca-Cola understood the importance of differentiating itself and reaching customers where they wanted to be reached. Realizing it needed to leverage mobile, cloud and social technologies to reinvent how to effectively engage with the youth audience, Coca-Cola turned to Thismoment to create cohesive and comprehensive brand experiences across multiple platforms and deliver unique experiences to each of its customers.

The Coca-Cola.TV and Coca-Cola.FM projects were created to reach the large and increasingly social youth market across Latin America. Through these efforts, Coca-Cola has created meaningful connections by bringing the best in entertainment to young people wherever they are. A prime example of these successful projects was the live streaming — across multiple devices — of a Paul McCartney concert attended by 200,000 people. When Coca-Cola saw that this delivered an additional 500,000 virtual audience members — with an average engagement of 42 minutes per session — it knew it had taken the brand experience into a new era. “Coca-Cola stands as a global brand leader with unrivaled creativity and vision, and we simply provide the robust technology platform that empowers them to deliver the engaging experiences they have brilliantly created,” says Vince Broady, Founder and CEO of Thismoment.

Partnership with Thismoment

Coca-Cola leverages the capabilities of Thismoment to address its market in a social/mobile environment via a flexible, scalable and easy-to-use software platform. Together, Coca-Cola and Thismoment deliver a consistent, high-quality branded experience to users across multiple social sites and devices. With Thismoment, Coca-Cola is able to leverage the formidable combination of an innovative technology platform, a powerful infrastructure and a top-tier project and product management system.

Coca-Cola’s unique commitment to delivering engaging experiences and fostering deeper connections with its customers around the world is why Coca-Cola is one of the most successful brands of all time. Broady shares, “Coca-Cola’s innovation and imagination continues to push the envelope and demand solutions that produce revolutionary results. It’s what leaves customers enamored with their brand and what makes working with them such an honor.”

About The Coca-Cola CompanyThe Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 16 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environment footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.coca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

About ThismomentThismoment is the leading solution for creating and delivering content-rich, social brand experiences. The world’s most recognizable brands use Thismoment’s cloud-based system to power superior audience engagement across YouTube, Facebook, Twitter, Tumblr, brand sites, and other online channels. Thismoment’s system optimizes digital experiences for mobile devices including smartphones and tablets and supports global distribution in 60 languages. To learn more visitwww.thismoment.com.

Contact:
Lisa L. Riecken
Director of Marketing
415.465.4405

The post Coca-Cola and Thismoment Continue to Break New Social Ground appeared first on Thismoment Content Marketing Blog.

Coca-Cola.TV and Thismoment Attract Record Audiences via Social Media and Mobile for Live Paul McCartney and Vive Latino Performances

Andrew Sielen — Wed, 06 Jun 2012 14:32:00 +0000

Latin American youth embrace social engagement media, magnifying Coca-Cola’s brand across Facebook, YouTube, and mobile platforms

Mexico City / San Francisco – June 6, 2012 – Coca-Cola is changing the way it reaches the youth market in Latin America in a year-long social media campaign in Mexico and throughout Latin America. In partnership with social software industry leader Thismoment, Coca-Cola is executing a large-scale marketing initiative that combines real world entertainment with the unique ability to distribute and support live broadcasts in a robust and engaging online social and mobile experience.

The Coca-Cola.TV Project was created to reach the large and increasingly social youth market across Latin America. Through this, Coca-Cola is seeking to create meaningful connections by bringing the best in entertainment to young people, wherever they are, with programs such as Coca-Cola.FM and now Coca-Cola.TV; a key marketing initiative for 2012 and beyond.

Paul McCartney Draws Record Audience with Social Media and Mobile

On May 10, Paul McCartney gave a free outdoor concert in Mexico City’s central plaza, the Zócalo, to a record crowd of an estimated 200,000 people. Coca-Cola.TV live streamed the three-hour event to millions throughout Mexico, and engaged youth audiences by encouraging them to contribute to the social conversation via Facebook and Twitter. This concept was also leveraged for Vive Latino 2012, a three-day music festival in late March attended by hundreds of thousands in Mexico City, which featured four stages and numerous international acts such as Foster the People and Fat Boy Slim.

Furthermore, with the substantial quantity of digital content captured during the live events, Coca-Cola.TV will continue to broadcast concert videos to promote future programs and maintain engagement with youth audiences.

Given the challenges associated with reaching such a diverse youth audience spread across multiple social networks and mobile devices, a key element is maintaining focus on content and messaging, without the hindrance of technologies. Thismoment’s seamless back-end system for Coca-Cola.TV allows Coca-Cola Latin America to focus on creative, execution and follow through.

Event highlights

Paul McCartney:

Estimated 200,000 attendees at the live event
Nearly 500,000 unique users streaming
Average Time Spent of 42 minutes per user

Vive Latino 2012:

Estimated 100,000+ attendees at the live event
More than 750,000 unique users streaming
Average time spent per user of 23 minutes

About the Partnership with Thismoment

Coca-Cola leverages the capabilities of Thismoment to address the online youth market in a social/mobile environment via a flexible, scalable and easy-to-use platform. Together, Coca-Cola TV and Thismoment deliver a consistent, high quality branded experience to users across multiple social sites and devices. With Thismoment, Coca-Cola is able to leverage the formidable combination of an innovative technology platform, powerful infrastructure built on Amazon’s EC2 stack, plus top-tier project and product management.

Core advantages:

Speed: Thismoment’s Distributed Engagement Channel (DEC) product CMS allowed Coca-Cola to quickly update all online and social properties associated with the Paul McCartney and Vive Latino events. Thismoment’s DEC product offers a complete social content management platform for brands that want to engage customers across social sites and devices.
Unification: Because Coca-Cola deployed several different sites across several different media types, Thismoment allowed Coca-Cola to simultaneously update programming and multi-media content on all properties, including YouTube, from one client interface.
Integration: A cornerstone of the events is the ability to live stream. The ease with which live stream providers integrate into Thismoment ensures that Coca-Cola content will be effortlessly amplified to all target customers on web, mobile, and outdoor.
Conversation: Coca-Cola leveraged powerful social conversation and moderation capabilities to aggregate comments from diverse social networks and devices including Twitter and Facebook comments, and ensure that all conversations were brand relevant and appropriate.

Quotes

Juan Adlercreutz, Interactive Marketing Director, Coca-Cola Latin America

“Coca-Cola.TV offers a dynamic platform for Coke to engage directly with young audiences, and Thismoment is driving that effort behind the scenes. The strength of the Coca-Cola brand, combined with a compelling story narrative, well selected content, and great digital experiences provide the perfect formula to pioneer how global brands reach their broad ecosystem of customers.”

John Broady, Senior Vice President of Partner Services, Thismoment

“Coca-Cola’s on-line social and mobile traffic was, in a word, massive. Fan participation topped by 10X even the largest of our 28 US Super Bowl campaigns that we conducted for major brands. We are thrilled and very impressed with the great combination of our Thismoment social software technology and Coca-Cola´s enormous assets and team. I strongly believe that this alliance can establish a new stepping stone in branded entertainment and social marketing.”

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

About Thismoment

Thismoment is a pioneer in the development of Social Content Management Software for brands. Its Distributed Engagement Channel (DEC) is a real-time platform for managing a brand’s digital presence, including social content, conversation and creative assets across earned, owned and paid media channels on web, tablet, mobile, and digital outdoor devices. Launched in March 2010, DEC is already used by more than 150 Fortune 500 brands. To learn more, please visit thismoment.com.

The post Coca-Cola.TV and Thismoment Attract Record Audiences via Social Media and Mobile for Live Paul McCartney and Vive Latino Performances appeared first on Thismoment Content Marketing Blog.