Misha Leybovich: Bringing multimedia storytelling to mobile
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Misha Leybovich: Bringing multimedia storytelling to mobile

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Misha Leybovich ...

Misha Leybovich

CEO, Meograph; 2013-2014 Reynolds Fellow, Reynolds Journalism Institute

Misha Leybovich is the CEO of Meograph, which helps brands engage their customers in creating multimedia stories and mashups. Previously, he consulted with McKinsey & Company in Atlanta and Shanghai.

While at MIT, he earned master's degrees in both aerospace engineering and technology and policy. He also did research at the Judge Business School at Cambridge University. At University of California, Berkeley, he earned his bachelor's degree in engineering physics and served as the president of the student body. Leybovich has prolific international experience, having visited 70 countries and lived/worked on four continents.

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  • My name is Misha Leybovich, and I am the CEO of Meograph
  • We power consumer brands in engaging their customers in creating multimedia stories.
  • We embed on the brand's own property, under their control, and monetize like video for a fraction of the production cost.
  • Consumer brands are desperate to a) engage their customers better, and b) generate authentic content. Both of these break through the noise in a way that traditional marketing can’t.
  • So brandsrun UGC campaigns. But right now, they are either very simple (upload a photo: easy to do, not interesting to watch) or very complicated (make a video: fun to watch, too hard to do)
  • Consumers also want to express themselves richly, about people, places, things, … and brands they love.
  • But rich content is still too hard to make, robbing brands of these authentic testimonials from genuine brand ambassadors. Right now 10% of fans want to create brand content, but only 1% have the skills and tools.
  • Meograph helpsbrandsget the rest. Every brand wants more video and engagement … we can radically open the floodgates to quality multimedia UGC, changing their entire content model.
  • We sell to brands and their agencies. Here are some of the brands we are talking with, have deeper proposals with, and are already partnering with. We are very good at getting into just about any consumer-facing brand we want .
  • We know the challenges to creation participation, and are breaking them down.The brand provides an call to action, easy-to-complete templates, and media assets … which is good for the brand (get the content they want) as well as consumer (way easier to do).
  • Trio is a mobile app for consumers to make short, fun videos out of tweets, video, images, voice, music, and textfrom social media sources and brand assets.Trios are made of 3 moments, so they’re about 30 sec to consume and less than 5 minutes to produce
  • Trio is a mobile app for consumers to make short, fun videos out of tweets, video, images, voice, music, and textfrom social media sources and brand assets.Trios are made of 3 moments, so they’re about 30 sec to consume and less than 5 minutes to produce
  • Trio is a mobile app for consumers to make short, fun videos out of tweets, video, images, voice, music, and textfrom social media sources and brand assets.Trios are made of 3 moments, so they’re about 30 sec to consume and less than 5 minutes to produce
  • Trio is a mobile app for consumers to make short, fun videos out of tweets, video, images, voice, music, and textfrom social media sources and brand assets.Trios are made of 3 moments, so they’re about 30 sec to consume and less than 5 minutes to produce
  • Trio is a mobile app for consumers to make short, fun videos out of tweets, video, images, voice, music, and textfrom social media sources and brand assets.Trios are made of 3 moments, so they’re about 30 sec to consume and less than 5 minutes to produce
  • We get our part of that through a SaaS model ranging from $5 to $30K/month, tiered by volume of content created.

Misha Leybovich: Bringing multimedia storytelling to mobile Misha Leybovich: Bringing multimedia storytelling to mobile Presentation Transcript

  • CONFIDENTIAL - Meograph © 2014 Bringing multimedia storytelling to mobile with
  • CONFIDENTIAL - Meograph © 2014 We power brands engaging consumers in multimedia storytelling
  • CONFIDENTIAL - Meograph © 2014 Currently, a web embedded experience
  • CONFIDENTIAL - Meograph © 2014 Engage consumers, generate content
  • CONFIDENTIAL - Meograph © 2014 UGC is now either too simple or too hard
  • CONFIDENTIAL - Meograph © 2014 Consumers also love expressing themselves
  • CONFIDENTIAL - Meograph © 2014 But very few have the skills or tools for rich content All your fans Ones who would create rich content for you Ones who can
  • CONFIDENTIAL - Meograph © 2014 Meograph dramatically increases consumer brand storytelling
  • CONFIDENTIAL - Meograph © 2014 Sell to Marketing/Digital leaders in consumer-facing brands Partner Proposal Discussio n
  • CONFIDENTIAL - Meograph © 2014 But something’s been missing
  • CONFIDENTIAL - Meograph © 2014 Mobile revolution We knew the trends We knew it was important We did not know what to
  • CONFIDENTIAL - Meograph © 2014 1. Competing for scarce time and attention 2. Content must be highly creatable AND consumable 3. Need own independent audience, not just technology Series of (now obvious) epiphanies
  • CONFIDENTIAL - Meograph © 2014 New approach 1. Short form & accessible 2. Kill barriers to creation and consumption 3. Develop own app
  • CONFIDENTIAL - Meograph © 2014 Demolish barriers to participation Structur e Incentive s Asset s
  • CONFIDENTIAL - Meograph © 2014 Mobile app trio
  • CONFIDENTIAL - Meograph © 2014 Consumptio n 30 sec Creation 5 min
  • CONFIDENTIAL - Meograph © 2014
  • CONFIDENTIAL - Meograph © 2014
  • CONFIDENTIAL - Meograph © 2014
  • CONFIDENTIAL - Meograph © 2014 Same business model, new platform Brands pay for more Mission control Sponsored Missions and Trios Standalone rather than embedded
  • CONFIDENTIAL - Meograph © 2014 Next steps App beta in May App release in August Web product until then
  • CONFIDENTIAL - Meograph © 2014 Bringing multimedia storytelling to mobile with