Beyond Brands as Publishers: A Primer
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Beyond Brands as Publishers: A Primer

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The notion of ‘brand as publisher’ is hot right now. From Red Bull to Amex and Coca Cola, many brands are making serious moves to position themselves as storytellers and content creators - often ...

The notion of ‘brand as publisher’ is hot right now. From Red Bull to Amex and Coca Cola, many brands are making serious moves to position themselves as storytellers and content creators - often in ways that are disconnected to direct sales and calls to action.

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Beyond Brands as Publishers: A Primer Beyond Brands as Publishers: A Primer Presentation Transcript

  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands aspublishers1
  • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialUKBAY AREANEW YORKOur clients drive the social web... and harness it2
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialJournalism3
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialSupermarketsASDA Sainsbury’s Waitrose4
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialWhen you don’t own the platformSprint gives free phonesto MansonAflac’s duck of doom Shit!5
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThe PublishersTraining agencies and brandsto produce ‘BuzzFeed’ stylestories.The Onion’s brand contentunit. Clients include Microsoft,Dove, EA Sports and HiltonHotels.Vice’s in-house agency. Clientsinclude Intel, Levi’s, Garnierand Palladium.Virtue Onion Labs BuzzFeed6
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories7
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDog Stories8
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThe platformsProvides brands with licensedcontent from renownedpublishers.Connects brands with contentcreators. Helps create virtualeditorial teams.Offers writer recruitment andmanagement; workflow tools;analytics.Skyword Contently NewsCred9
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse10
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialPepsi Pulse11
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands doing it rightRed Bull American Express Google12
  • © Copyright 2012 Beyond. All rights reserved. Private and Confidential- Creating communities- Put the brand at thecentre of the audience’slives- Relevant to brand andaudience- Helps put audience needsat the forefront of thecontent- Created in-house or by agencies- Audience ahead of productsCrowdsourcedcontentBrandContentBrands as publishersCuratedcontent13
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialBrands as broadcasters14
  • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialDave StandenContent Strategistdavid.standen@bynd.comTHANK YOUtimefor yourcontact us15