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Your Company Must Become a Media Company
 

Your Company Must Become a Media Company

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Shel Holtz's presentation at the 2011 IABC World Conference. This is meant to serve as speaker support and is not designed as a standalone presentation. However, you can view the presentation while ...

Shel Holtz's presentation at the 2011 IABC World Conference. This is meant to serve as speaker support and is not designed as a standalone presentation. However, you can view the presentation while listening to the audio at the podcast, "For Immediate Release."

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    Your Company Must Become a Media Company Your Company Must Become a Media Company Presentation Transcript

    • Your company mustbecome amedia company!
      Shel Holtz, ABC
    • Why??
    • Welcometo theSplinternet
    • Pew Research Center:2011 Annual Report on American Journalism
      Every news platform stalled or declinedexcept the Web
      Newspaper newsrooms are 30% smaller than in 2000
    • Pew Research Center:Project for Excellence in Journalism
      Shorter story cycles
      Still a top story a week after breaking:
      5% on Twitter
      9% on YouTube
      13% on blogosphere
      50% still in the mix in traditional news
    • Pew Research Center:Project for Excellence in Journalism
      Big stories online ≠ big stories mainstream
      Over a 29-week period, YouTube, blogs and Twitter shared the top story only once(Iranian election unrest)
      Social media =broader range of coverage
      Science, technology, education, green issues, consumerism, religion and off-beat stories
    • But we’realready doingcontent!
    • More than just marketing! It…
      Tells your company’s stories
      Answers questions
      Inspires
      Simplifies complex ideas
      Influences behaviors / actions
      Entertains
      Reinforces beliefs
      Builds community
      Inflames passions
      Manages expectations
      Builds (or damages) trust
      CONTENT:
    • Collaboration, opennessand the link cultureare the rules of contentin the digital era
    • Media Companiesare Adept At…
    • Video
    • Even somebody else’s video…
    • Audio
    • Print
    • Graphics and Infographics
    • Media Portals
    • Braided/embedded journalism
    • Sharing assets
    • Engagement
      Increasingly an expectation
      Common on mainstream media sites
    • Transmedia Storytelling
    • Mobile
    • The Law of Mobility
      The value of anyproduct or service increaseswith its mobility
    • Assumption: To use a product or service, you access it from a fixed location.
    • Curated Contentas Media
    • It’s not information overload.
      It’s filter failure.
      -- Clay Shirky
    • Curation Process (Simplified)
      Identification
      Collection
      Documentation
      Context
      Display
    • $
      From freeto thousandsper year
    • $1,500/mo
      $99/mo
      $3,000/yr
      Call for pricing
      $3-$25K+ /yr
    • Curation Communication
    • Internal Communications
      Company/competitor/industry/marketplace news
      Vital professions
      Company positions and statements
      Internal events
      Employee blogs
      Projects
      Initiatives
      Wellness
      Sustainability
    • The rise of the content strategist
    • Content Strategists achieve business goals by maximizing the commercial impact of content
    • Job qualifications
    • Whycan’t youwait?
    • Questions?
      • Shel Holtz, ABC
      Phone: 415.367.3820
      Email: shel@holtz.com
      Web: www.holtz.com
      Blog: blog.holtz.com
      Podcast: www.forimmediaterelease.biz
      Skype: shelholtz
      Twitter: @shelholtz
      FriendFeed: shelholtz
      2nd Life: Shel Witte
      Copyright applies to this document – some rights reserved.
      This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license
      http://creativecommons.org/licenses/by-nc-sa/3.0