This is a talk that our Co-Founder & CEO Guillaume Decugis gave at LeWeb 2013 and at the Cristal Festival in December. While we've now seen the power of brand content, it remains very hard for even the largest brands to implement successfully. In addition, it doesn't solve the question of how to engage an audience on a daily basis. To do so, brands have to become media. But how? Very few companies can successfully become integrated media companies like RedBull for instance. Interestingly the media model itself changed over the last few years as we've seen with the success of the Huffington Post, BuzzFeed and Upworthy which all have in common that they don't produce all the content they publish. Content curation is the common keyword to these post Web 2.0 new media rockstars. In his talk, Guillaume considers the alternative it creates for brands and highlights case studies of successful implementations that leverage content curation as a way for brands to become media.

1. The future of brands
as media
Guillaume Decugis
Co-Founder & CEO Scoop.it
@gdecugis

2. Communication back then
The
Famous
The
Storytellers
The Rest of Us
@gdecugis
“One to Many”

3. Media creation & distribution
1000 BC
1200 AD
1848 AD
Distribution
@gdecugis

4. Mass Media.
Mass distribution, narrow creation.
1923
1940
1969
Distribution
@gdecugis

5. Internet > Mass Media
Mass Distribution
Mass Creation
@gdecugis

6. Information overload
I’m talking
to you!
I’mlooking
for you!
@gdecugis

7. Attention scarcity transformed content
strategies
“Content is king”
Bill Gates
Microsoft
“Brands must become media to
earn relevance”
Brian Solis
Altimeter Group
@gdecugis

8. A race to great content
@gdecugis

9. Where not even the sky is the limit
@gdecugis

10. Communication post Web 2.0
The
Famous
All of Us
The
Storytellers
Content
Curators
Opportunity
The Rest of Us
@gdecugis
All of Us

11. ContentCurator ?
“Someone who finds, groups, organizes
and shares the best and most relevant
content on a specific issue”
RohitBhargava
Influencial Marketing Group
“A Web Super Hero”
Steve Rosenbaum
Curation Nation
@gdecugis

12. Yes but does it work?
@gdecugis

13. Who are the new media rock stars?
• Huffington Post: some creation, 3,000
contributors and a lot of curation – acquired
for $315M by AOL
• BuzzFeed: “We have a team working to
understand why we share things” – 133M
monthly uniques, $120M revenue projected
for 2014
• Upworthy: curation, editing and… linkbait –
30M monthly uniques
@gdecugis

14. Scoop.it today
100M+
Cumulated unique
visitors in 2 years
50M+
Curated content
items
Weekly Traffic
@gdecugis

15. Content curation
What’s in it for brands?
@gdecugis

16. Engage an audience daily
Orange
Engage Facebook & Blog followers.
Curated news channel added to
Facebook and inside.orange.com
@gdecugis

17. Laser-focus on an audience segment
La Poste
Address e-commerce owners.
Curated news channel integrated within
e-commerce section of laposte.fr.
7x traffic growth in 3 months
@gdecugis

18. Make it a conversation
EDF
Problem: is my own content credible?
Solution: Bring perspective and
objectivity by adding curated content to
edf.com corporate site.
@gdecugis

19. Build a community
University of San Francisco
Make students and faculty contribute to
the brand’s message “Change the world
from here”.
Curate from the best from
#usfcahashtag on
Twitter, Instagram, Facebook…
~1,000 contributors in 9 months.
@gdecugis

20. The question is no longer if brands
should become media
But how?
@gdecugis

21. Become Media companies…
… who monetize by selling
soft-drinks / [Insert Product Name Here]
@gdecugis

22. Be a post Web 2.0 media
All of Us
Content
Curators
Your Brand
All of Us
@gdecugis

23. Thank you!
Guillaume Decugis
Co-Founder & CEO Scoop.it
Learn More
@gdecugis