Building a Brand in a Multi-Platform/Multi-Channel

World

Ahava LeibtagPresident

Aha Media GroupMarch 20, 2014

@ahavaL #gnovicon

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Every minute…

• YouTube users upload 48 hours of video

• Facebook users share 684,478 pieces of content

• Instagram users share 3,600 new photos

• Tumblr sees 27,778 new posts published

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Demanding?

The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.

--The Altimeter Group (2013)

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Impossible?

The average American is bombarded by 5,000 messages a day.

--The New York Times (1988)

@ahavaL #cmworld

Who are they?

• 52% of US laptop owners also have a smartphone

• 31% of US smartphone owners have a tablet

• 13% of Americans own a laptop, tablet and smartphone

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Where are they?

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Where are they?

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When are they?

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To build an audience of 50 million

58 years

To build an audience of 50 million

58 years

14 years

To build an audience of 50 million

58 years

14 years

4 years

To build an audience of 50 million

58 years

14 years

4 years

3.6 years

To build an audience of 50 million

58 years

14 years

4 years

3.6 years

80

Source: ComScore

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To actually improve user experience in a sustainable way—that is, while achieving business goals—we need to

help organizations deal with the revolutionary changes that the web has created in their business models, operational structures and customer relationships. Denial isn’t a strategy.

-Jonathan Kahn (@lucidplot)

BUILD A BRAND

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All organizations need to know:

• To whom are you talking? • Who are you? • What are you trying to say? • When do you say it? • Where do you say it?

Challenges

1. Lack of strategy2. Changing environments3. Dysfunctional Infrastructure

Lack of Strategy

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Changing Environments

www.ahamediagroup.com

Dysfunctional Infrastructure

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PRITUX

Executive Leadership

MarketingCustomer RelationsVisual

Design

Sales

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Podcasts

Databases

Infographics

Images Videos

Slide Shows

Whitepapers

WebsitesApps

Blogs

Email Marketing

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You need a lot of people.With a lot of talents.

In different areas.

New Demands

• Interdisciplinary• Technical skills• Writing skills• Soft skills• Team skills

BUILD AN AUDIENCE

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Challenges

1. Format2. Context3. Consistency4. Distinction

FORMAT

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Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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VS.(DON’T GET CONFUSED)

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Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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No Ownership over Information

1. Information: What are we trying to say?

2. Format: What types of content will they respond to best?

3. Distribution: Where do they spend their time? (What are their watering holes?)

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CONSISTENCY

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Consistent User Experience Across Channels

CONTEXT

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Context

The way people use their screens creates a different environment and therefore, different content.

You need to talk to people differently based on their context.

DISTINCTION

Who said?

Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.

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Questions?

Ahava LeibtagAha Media Group, LLC

ahava@ahamediagroup.comTwitter: ahavaL301-452-5331

THANK YOU!