In 2007, Scott Gant declared: we're all journalists now. Now, five years later, being a lone journalist is not enough. For brands and organizations to remain relevant in the news cycle and with their audiences, becoming well-oiled publishing machines is a necessity. In this presentation, JESS3 co-founder and President, Leslie Bradshaw, shares her insights on how to approach the monumental task of creating around-the-clock content for an always-hungry digital world. Her three-tiered approach to content creation is the secret sauce: content that is pre-made for day-to-day, ready to wear for week-to-week and bespoke for a larger impact. Originally presented for the Mediabistro Social Media Boot Camp seminar "Storytelling Through Social Media" on March 1, 2012. ON A PC? For the PDF Version, we've uploaded this for you: http://jess3projects.com/LeslieBradshaw_Mediabistro_SocialMediaBootCamp.pdf

4. We’re all
journalists now.
Scott Gant, 2007
We're All Journalists Now: The Transformation of the Press and Reshaping of the
Law in the Internet Age

5. Brands are media
companies now.
Commonly Said, 2011 - 2012
See especially: Red Bull, Intel and American Express

7. We’re all
publishing
companies now.
Takes the concept of journalism
And adds process, volume and scale

8. The devil is in the details.
Brands aren’t set up to be
publishers. They don’t
necessarily understand the
editorial process or have the
stomach for the length of time
it takes to build an audience.
Josh Sternberg, Digiday
January 25, 2012

9. Today and throughout
the Mediabistro Social
Media Boot Camp
experience, we are
going to help you
overcome these
challenges.

13. We've gone from being
exposed to about 500
brand messages a day
back in the 1970s to as
many as 5,000 a day
today.
Jay Walker-Smith
Yankelovich Consumer Research

14. See: 5,000
Engage: 76
Recall: 12
Act on: 5
Yankelovich Consumer Research

15. See: 5,000 you
Engage: 76 have to
Recall: 12
be the
Act on: 5 0.1%
Yankelovich Consumer Research

16. You have to create
breakthrough content
to be noticed.

17. How? Follow the right
processes and
formulae.

21. edgy
star power
humor
by: 72 and sunny
for: K-Swiss

22. mocumentary
zeitgeist
humor
by: john st.
for: themselves

23. You have to create
work that provides
value to be shared.

24. informative
star power
timely
by: JESS3
for: Wikipedia’s 10th Anniversary

25. social media pros giving
pragmatic insights
visualized in a
“Mad Men Yourself” style
Eloqua - The Social Media ProBook
http://jess3.com/the-social-media-probook/

26. the growth of the
internet and
social media’s role
visualized in
a 5 minute video
The State of the Internet
http://jess3.com/the-state-of-the-internet/

27. 150 page white paper
by The Economist
visualized in a
6 minute video
Animated Study on Women’s Economic Opportunity for The Economist
http://jess3.com/womens-economic-opportunity-index/

28. ICANN’s new TLDs
vs.
the “old” TLDs
told through a
decaying city /
burgeoning city
paradox
Washington Post - The Future of Domains
http://jess3.com/the-future-of-domains-icannlove/

29. Creating compelling
content has become
a necessity for
brands.

30. how TV ratings work
told through
puppets and
papercraft
told through a
behind the scenes
TV Ratings 101 for ESPN (Puppets & Papercraft)
http://jess3.com/espn-tv-ratings-101/

31. Gmail’s fidelity from
web to mobile
told through
papercraft and stop
motion animation
told through a
behind the scenes
Stop Motion Animation for Gmail
http://jess3.com/gmail-stop-motion-animation-video/

32. Creating content for
brands is a delicate
balance between
business objectives,
creativity & user goals.

33. http://www.flickr.com/photos/opensourceway/4639590640/sizes/l/in/photostream/

35. The only important
thing about design is
how it relates to
people.
Victor Papanek
Design for the Real World: Human Ecology and Social Change (1971)

40. Top 5 reasons building an
arsenal of templates makes
sense for you:
1. Scaleable resource.
2. Able to deploy quickly and efficiently.
3. Socially snackable; will show up as social graph share images
and can be re-purposed by others, while retaining your stamp.
4. Enhances editorial content, reinforcing its thesis, supporting
data and overall argument.
5. Smart media brands rely heavily on editorial templates.
Brands like Bloomberg, The Economist and WSJ have set the
standard for smart, branded assets that accompany their
editorial. Follow their lead.

41. Overview of how the graphics are integrated with their editorial. These "spreads"
are heralded as some of the best because of their attention to editorial design.

42. The layout and information flow is interesting and unique, while still ensuring
that the colors and textures are distinctly Bloomberg BusinessWeek.

43. Lists and tables of contents don't have to be relegated to
text; Bloomberg BusinessWeek shows us that visual
design can help spice up any information (and layout!).

44. Data-driven design is a part of Bloomberg's overall style. It is
smart, trendy and modern. Consider levering this for your
own brand.

45. Notice how the red in the lefthand corner ties
it to The Economist's brand. Copy, colors and
fonts also consistent with their publication.
How do you want to leave your (water)mark?

46. More complex chart graphics, but still on brand. Creates
"snackable" assets for The Economist to share in social and
retain credit.

50. http://datavisualization.ch/showcases/visualizing-138-years-of-popular-science-magazine/
http://www.fastcodesign.com/1665220/infographic-of-the-day-what-are-the-darkest-parts-
of-the-bible
http://www.openbible.info/blog/2011/10/applying-sentiment-analysis-to-the-bible/
http://jess3.com/foursquare-i-voted/
http://fastcache.gawkerassets.com/assets/images/9/2010/05/journalism.jpg
http://gizmodo.com/5846087/stop-already-with-the-fcking-infographics
http://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/149636/people-are-
tired-of-bad-infographics-so-make-good-ones/
http://www.smashingmagazine.com/2011/10/14/the-dos-and-donts-of-infographic-design/
http://www.smashingmagazine.com/2011/10/21/the-do%E2%80%99s-and-don%E2%80%99ts-
of-infographic-design-revisited/
http://www.digiday.com/publishing/brands-apply-for-content-curator-roles/
http://blog.junta42.com/2010/11/are-brands-ready-to-be-media-companies-4-steps-to-yes/
http://www.mediapost.com/publications/article/139613/

51. http://www.informationisbeautiful.net/
http://infosthetics.com/
http://dailyinfographic.com/
http://visual.ly/
http://www.behance.net/
http://dribbble.com/
http://forrst.com/
http://ffffound.com/
http://www.good.is/infographics
http://www.fastcodesign.com/
http://jess3.com/the-state-of-wikipedia/
http://jess3.com/eloqua-content-grid-v2/
http://flowingdata.com/
http://datavisualization.ch/

52. Big Data: The Next Frontier for Innovation, Competition and Productivity
http://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf
New Ways to Exploit Raw Data May Bring Surge of Innovation, a Study Says
http://www.nytimes.com/2011/05/13/technology/13data.html?_r=2
For Today’s Graduate, Just One Word: Statistics
http://www.nytimes.com/2009/08/06/technology/06stats.html
Creative Internet by Google Creative Labs
http://bit.ly/creativeinternet
Have You Restructured for Global Success?
http://hbr.org/2011/10/have-you-restructured-for-global-success/ar/1
How Much Data Will Humans Create & Store This Year? [INFOGRAPHIC]
http://mashable.com/2011/06/28/data-infographic/
FFunction - What is Data Visualization
http://blog.ffctn.com/what-is-data-visualization
Hal Varian on how the Web challenges managers
http://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286
Eric Schmidt: Every 2 Days We Create As Much Information As We Did Up To 2003
http://techcrunch.com/2010/08/04/schmidt-data/