Building a Brand in a Multi-Platform Multi-Channel World

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Learn basic concepts you need for maintaining a consistent user experience across channels when creating content that supports your brand and furthers your sales process.

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Building a Brand in a Multi-Platform Multi-Channel World

  1. 1. Building a Brand in a Multi-Platform/Multi-Channel World Ahava Leibtag President Aha Media Group March 20, 2014
  2. 2. @ahavaL #gnovicon
  3. 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 3
  4. 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 4
  5. 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahavaL #DCWWSS 5
  6. 6. 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
  7. 7. Where are they? @ahavaL #cmworld
  8. 8. Where are they? @ahavaL #cmworld
  9. 9. When are they? @ahavaL #cmworld
  10. 10. @ahavaL #cmworld
  11. 11. To build an audience of 50 million 58 years
  12. 12. To build an audience of 50 million 58 years 14 years
  13. 13. To build an audience of 50 million 58 years 14 years 4 years
  14. 14. To build an audience of 50 million 58 years 14 years 4 years 3.6 years
  15. 15. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore
  16. 16. 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) @ahavaL 16
  17. 17. BUILD A BRAND
  18. 18. 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? @ahavaL 18
  19. 19. Challenges 1. Lack of strategy 2. Changing environments 3. Dysfunctional Infrastructure
  20. 20. Lack of Strategy
  21. 21. @ahavaL 21
  22. 22. Changing Environments
  23. 23. www.ahamediagroup.com
  24. 24. Dysfunctional Infrastructure
  25. 25. #uievs @ahaval 25
  26. 26. #uievs @ahaval 26
  27. 27. #uievs @ahaval 27
  28. 28. @ahaval 28
  29. 29. @ahaval 29 PRITUX Executive Leadership Marketing Customer RelationsVisual Design Sales
  30. 30. @ahaval 30 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
  31. 31. @ahaval 31
  32. 32. @ahaval 32
  33. 33. You need a lot of people. With a lot of talents. In different areas. @ahaval 33
  34. 34. New Demands • Interdisciplinary • Technical skills • Writing skills • Soft skills • Team skills
  35. 35. BUILD AN AUDIENCE
  36. 36. #uievs @ahaval 36
  37. 37. Challenges 1. Format 2. Context 3. Consistency 4. Distinction
  38. 38. FORMAT
  39. 39. @ahaval 39
  40. 40. Content Formats • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data @ahaval 40
  41. 41. VS. (DON’T GET CONFUSED) @ahaval 41
  42. 42. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare @ahaval 42
  43. 43. @ahaval 43
  44. 44. @ahaval 44
  45. 45. 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?) @ahaval 45
  46. 46. @ahaval 46
  47. 47. CONSISTENCY
  48. 48. @ahavaL #siteimprove 52
  49. 49. @ahavaL #siteimprove 53
  50. 50. Consistent User Experience Across Channels @ahavaL #siteimprove 54
  51. 51. CONTEXT
  52. 52. @ahavaL #cmworld
  53. 53. @ahavaL #cmworld
  54. 54. @ahavaL #cmworld
  55. 55. @ahavaL #cmworld
  56. 56. @ahavaL #cmworld
  57. 57. 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.
  58. 58. DISTINCTION
  59. 59. 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.
  60. 60. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL #siteimprove 72 THANK YOU!

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