Brands & Publishers: A Symbiotic Relationship for the Digital Age - Stacy Martinet [Energy Digital...
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Transcript of Brands & Publishers: A Symbiotic Relationship for the Digital Age - Stacy Martinet [Energy Digital...
Brands & Publishers: A Symbiotic Relationship for the Digital Age
Stacy Martinet Chief Marketing Officer
@Stacymartinet
About Mashable
Banchory, Scotland / 2005
About Mashable
Mashable is Mashable is
Documenting the digital evolution
Showing you what’s next, and why it matters
Delivering the news you want to share
40 Million 40 Million MONTHLY UNIQUES
Millennials and Those Who Think Like Them
40 Million 20 Million SOCIAL FOLLOWERS
Three Mashable articles are shared every second.
Living in the Stream
Millennials:
30% use four or more devices a day
**SDL Millennials Study, 2014
Millennials:
On average check their smartphones 43 times a day
**SDL Millennials Study, 2014
We
live in
streams
Brand Matters More Than Ever
Information overload:
What information to trust and who to trust, is more important than ever.
Only 15 % of adults who get news through social media say they have
high levels of trust in information they get from that means of discovery.
2014 American Press Institute Study
Why is social media important for brands?
Millennials:
66% follow brands on Social Media
**SDL Millennials Study, 2014
Millennials:
38% said brands are more accessible and trustworthy when they use Social Media
rather than only traditional advertising
**SDL Millennials Study, 2014
Thinking in the Social Way
Authenticity
Relevance is the new Authenticity
Mashable’s Social Media Principles
• Tight Processes
• Right People
• Constant Training
• Creativity and Experimentation
• Flexibility
• Collaboration
Social & Editorial Integration
Social Integration
A great story is a great story, BUT how is it relevant on each
platform?
Aligning around customer segment…
on each network.
Facebook Tone
Twitter Content
Tumblr Voice
• All content released from both the company’s and its employee’s social networks is “on the record”
• Grow and reinforce a strong brand and mission
• Create consistent messaging and dialogue
• Leading the message
Employees can be your greatest ambassadors on social.
BFFs: Social and Content Marketing
Reinfo
rceMedia Choice
So
cial Strategy
UGC
So
cial
Cyc
le
MESSAGE/CAMPAIGN
LAUNCH
Brand/Offer Awareness
RECEPTION
SHARINGRE-ENGAGING
ACTING
VelocitySharing with
personal comments (i.e. community challenges)
Foot and Finger Traffic
#6SecondScience
Con Edison: Twitter
• Current event tips and information
• Customized responses to unhappy customers
• Disaster communication (Hurricane Sandy in NYC)
Shell : Instagram
• Community challenges • Inside look into Shell’s facilities
around the world • Innovation ideas
Chevron : YouTube
• Documentary-style features
• Corporate Responsibility
• Employee Recognition
What’s Next?
Visuals
• Brand Matters More Than Ever
• Tailor Messages to Each Platform
• Stay Relevant and Relatable • Creativity, Collaboration, and
Experimentation
Key Takeaways:
Brands & Publishers: A Symbiotic Relationship for the Digital Age
Stacy Martinet Chief Marketing Officer
@Stacymartinet