Storify
Content curator and amplifier
Authors: Massimo Sparvoli & Jay Bryan
Background
Brands are increasingly becoming content producers as the traditional model of content funder,
producer and bro...
Brands3
3
Implications
This aggregation of positive, handpicked social content from the brand’s audience
effectively creat...
4
Summary
Storify is a great way for brands to maximize the exposure of the marketing content they produce. Given that dig...
Thank you
5
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2013 8 13 mindshare start up profile - storify

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2013 8 13 mindshare start up profile - storify

  1. 1. Storify Content curator and amplifier Authors: Massimo Sparvoli & Jay Bryan
  2. 2. Background Brands are increasingly becoming content producers as the traditional model of content funder, producer and broadcaster is broken down through the advance of direct to consumer broadcast platforms. The race is on to engage audiences with a brand narrative across platforms in order to foster an on-going relationship. In social channels, this is best achieved by letting audiences participate in the story that is being told. Storify has emerged as an ideal platform for brands to aggregate the social content created by their audiences, ‘spin’ it according to the story they wish to tell, and amplify it back to their audiences. Storify is currently being best utilised by news organizations and private users, but brands should take advantage of what it has to offer. How it works Storify allows you to curate content from various online sources into a single narrative. Content from supported websites, such as Twitter tweets, Facebook posts, YouTube videos, website articles and blog posts are saved, and then stitched together into a story. In Storify’s own words: Collect media from across the web, publish on Storify, embed anywhere, share and notify sources, go viral. Not so sure about the viral bit, but you get the picture. When the story is finished, it is published by the brand’s twitter handle directly through Storify, which means it is published not only to the brand’s followers but also to all the authors of the content that is being used in the story. This new brand story becomes also available as an embed link for use on the brand’s other owned assets: Facebook pages, brand websites, as well as in PDF format and every link and Twitter handle/hashtag remains active within it. What2 Description
  3. 3. Brands3 3 Implications This aggregation of positive, handpicked social content from the brand’s audience effectively creates new social content for the brand. By hosting the new story on its other owned assets, and publishing it on Twitter and to its co-authors, the brand encourages further shares of this content among its audience. If a top brand uses your tweet in its story and lets you know about it, you’ll feel proud and you will want to share that with your friends. If you are in the brand’s target audience, your friends are likely to also be, delivering further positive exposure for the brand. Moreover, there are positive search engine optimization (SEO) and social search implications with the creation of new social content laden with links to the brand’s website. A Brand approach to utilizing Storify: • Brand sends out a video post (on Facebook) and video tweet (on Twitter) inviting people to produce and publish their own brand-related story including the hashtag #MyStoryAboutThisBrand. • Participants publish their stories with tweets, Facebook posts, videos, photos, pictures, blog entries, news stories, etc. • Brand collates and publishes the ‘storified’ content into a new story, then distributes it on its other owned assets and benefits from the further dissemination of the content across social media. Brands currently using Storify Storify and Brands
  4. 4. 4 Summary Storify is a great way for brands to maximize the exposure of the marketing content they produce. Given that digital-savvy audiences tend to trust their peers and impartial third parties much more than the brands themselves, Storify represents a good way to tap into this factor: let these audiences amplify the positive brand story, maximizing earned media and fostering a positive perception of the brand. 6 words UGC aggregator, content curator & amplifier Fact Media outlets are using Storify every day to weave & enrich their stories. Why not brands too? Launch Users 2011 1.8M
  5. 5. Thank you 5

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