Experience Distribution Jumpstart Influential Marketing Heidi Skinner Emerging Media Director January 22, 2009

Content Distribution content defined: “ ...In media production and publishing, content is information and experiences that may provide value for an end-user/audience. Content may be delivered via any medium …” - wikipedia

What’s Driving the Marketplace? Movement away from content silos Portability Unlimited distribution Consumers demand more, better & faster Everyone is a media owner If professional content doesn’t meet the demand, consumers will attempt to fill the need

Movement away from content silos

Portability

Unlimited distribution

Consumers demand more, better & faster

Everyone is a media owner

If professional content doesn’t meet the demand,

consumers will attempt to fill the need

Consumer behavior isn’t changing. It has changed.

The stats don’t matter anymore 54% have used a widget 184 million bloggers 73% have read a blog 57% joined at least 1 social network 55% have uploaded photos 83% watch video 38% subscribe to RSS 87% subscribe to email 69% have used mobile data 43% have used location based services 48% started their own blog

54% have used a widget

184 million bloggers

73% have read a blog

57% joined at least 1 social network

55% have uploaded photos

83% watch video

38% subscribe to RSS

87% subscribe to email

69% have used mobile data

43% have used location based services

48% started their own blog

How do we do it?

Harnessing the power…

Experience Distribution Design for environments where we may not be as comfortable, but where consumers live Requires a shift in how we create, manage and execute experience design

Design for environments where we may not be as comfortable, but where consumers live

Requires a shift in how we create, manage and execute experience design

Re-introduce your creative assets Aggregated Syndicated & Social

$850,000,000

1 million pieces of content are posted every 24 hours

Keys to success: Authenticity, Accuracy

Keys to success: Buzzworthy, Reach

Think of yourself as a portal

When architected well, distribution appears seamless

Every day, the bar is raised

well, sort of…