Building a Brand in a Multi-Platform Multi-Channel World
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Transcript of Building a Brand in a Multi-Platform Multi-Channel World
Building a Brand in a Multi-Platform/Multi-Channel
World
Ahava LeibtagPresident
Aha Media GroupMarch 20, 2014
@ahavaL #gnovicon
@ahavaL #DCWWSS 3
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
@ahavaL #DCWWSS 4
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)
@ahavaL #DCWWSS 5
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
@ahavaL #cmworld
Where are they?
@ahavaL #cmworld
Where are they?
@ahavaL #cmworld
When are they?
@ahavaL #cmworld
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
#uievs @ahaval 25
#uievs @ahaval 26
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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
#uievs @ahaval 36
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
@ahavaL #siteimprove 52
@ahavaL #siteimprove 53
@ahavaL #siteimprove 54
Consistent User Experience Across Channels
CONTEXT
@ahavaL #cmworld
@ahavaL #cmworld
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@ahavaL #cmworld
@ahavaL #cmworld
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.
@ahavaL #siteimprove 72
Questions?
Ahava LeibtagAha Media Group, LLC
[email protected]: ahavaL301-452-5331
THANK YOU!