Brands as publishers
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Brands as publishers

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Do you want to find out why brands want to become publishers? This presentation was originally given at Brighton Content Strategy Meetup, May 2013. For a more in-depth discussion on brands as ...

Do you want to find out why brands want to become publishers? This presentation was originally given at Brighton Content Strategy Meetup, May 2013. For a more in-depth discussion on brands as publishers, head here: http://bynd.com/blog/brands-as-publishers-a-primer/

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    Brands as publishers Brands as publishers Presentation Transcript

    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands aspublishers
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidentialuk client list
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialJournalism
    • © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialSupermarketsASDA Sainsbury’s Waitrose
    • © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialWhen you don’t own theplatformSprint gives free phonesto MansonAflac’s duck of doom Shit!
    • © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialThePublishersTraining agencies and brandsto produce ‘BuzzFeed’ stylestories.The Onion’s brand content unit.Clients include Microsoft, Dove,EA Sports and Hilton Hotels.Vice’s in-house agency. Clientsinclude Intel, Levi’s, Garnierand Palladium.Virtue Onion Labs BuzzFeed
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories
    • © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialThe platformsProvides brands with licensedcontent from renownedpublishers.Connects brands with contentcreators. Helps create virtualeditorial teams.Offers writer recruitment andmanagement; workflow tools;analytics.Skyword Contently NewsCred
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse
    • © Copyright 2012 Beyond. All rightsreserved. Private and ConfidentialBrands doing it rightRed Bull American Express Google
    • © Copyright 2012 Beyond. All rights reserved. Private and Confidential- Creating communities- Put the brand at the centre of theaudience’s lives- Relevant to brand andaudience- Helps put audience needs atthe forefront of the content- Created in-house or by agencies- Audience ahead of productsCrowdsourced contentBrandContentBrands as publishersCuratedcontent
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands as broadcasters