AARP Studios: Stories That Matter

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We will be launching AARP Studios, a new communications division created to further the mission of AARP in the rapidly emerging media landscape. Bringing together the best of AARP's Social Communications and Broadcast teams, AARP Studios will fully integrate multi-media content production and social distribution to produce an enhanced experience across multiple channels and platforms. By focusing on audience first, the new team will develop an iterative storytelling approach to make sure the content resonates and serves the 3G goals of the entire enterprise.

To learn more or apply, please visit AARPJobs.com

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  • Découvrez The Origin par Pierre Ex Magazine 60 sur #deezer http://www.deezer.com/album/7775790
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  • This is fantastic, Tammy! You know those little old-fashioned school desks with a top that lifts up where you can store lots of paper and pens? I want one of those in the corner of your office so I can just sit there all scrunched up watching and taking notes as you roll this out. You guys are going to do great things and learn a ton. I want a front row seat...
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  • Great approach - good luck with the launch!
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  • While big online players like Yahoo and YouTube are banking on the scale and absolute reach of their platforms, The Wall Street Journal is pitching itself on the dedication and makeup of its readership. And that readership looks exactly how you’d expect. Journal readers are largely male, over 40, and make more than $100,000 year and comprise a highly desirable demographic.

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  • AARP Studios: Stories That Matter

    1. 1. Objective To become a Social business within the next 5 years, by expanding the principles of social communication throughout the organization
    2. 2. Integrate social media with broadcast content and apply the principles of social communication to both
    3. 3. Principles of social communication Social is great content. Great content is social The best social ‘medium’ isn't Facebook, YouTube or Twitter. It's the audience Make the audience our medium, socialize with them, i.e. give them great content Successful social communication is about being social
    4. 4. All content must be social
    5. 5. If all content must be social, then don't differentiate it or treat it differently
    6. 6. Why this works
    7. 7. Why this works Relevance In order for content to be social, it must be relevant to our audience
    8. 8. Why this works Relevance In order for content to be social, it must be relevant to our audience Impact Only if it is relevant to our audience will it have impact
    9. 9. Why this works Relevance In order for content to be social, it must be relevant to our audience Impact Only if it is relevant to our audience will it have impact Revenue Greater impact makes it easier to monetize our video content, which will in turn grow revenue
    10. 10. = Internally: All content is viewed through a social lens. Social is no longer just a channel. Externally: Integrated, and shareable content. AARP behaving like a socially integrated business
    11. 11. And eventually… Social content becomes sought after content
    12. 12. How do we get there?
    13. 13. STEP 1 Focus team on external communication STEP 2 Outsource some content creation and community management in order to create internal specialists
    14. 14. STEP 1 Focus team on external communication STEP 2 Outsource some content creation and community management in order to create internal specialists STEP 3 Merge the broadcast & social teams to form one multi-disciplinary & cross-collaborative team
    15. 15. AARP STUDIOS Stories that matter
    16. 16. Social and broadcast are mutually interdependent.
    17. 17. Collaboration is the mandate. Analytics are the driver
    18. 18. Why Community Content?
    19. 19. The content will be developed for communities. Communities are social, and communities share
    20. 20. STEP 1 Focus the team on external communication STEP 2 Merge the broadcast & social teams to form one multi-disciplinary & cross-collaborative team STEP 3 Outsource content creation and community management STEP 4 Develop an overarching community content strategy
    21. 21. The community content strategy will be developed with these guiding principles
    22. 22. Community content strategy: #1 Reason for Being Determine what AARP community content stands for
    23. 23. Condé Nast Specialized high quality content for sponsors
    24. 24. Non-mainstream content
    25. 25. “So much video online is shot purely to generate views as opposed to telling a story or conveying information - what we’re concentrated on is producing really insightful, intelligent video for a powerful, well-educated, affluent audience.” Insightful & intelligent content
    26. 26. Community content strategy: #2 Audience Definition Focus efforts digitally on trying to reach multiple niche audiences instead of one broad audience
    27. 27. Instead of targeting an age group target mindsets, interests or passion points
    28. 28. ‘Instead of trying to create videos that have broad appeal, BuzzFeed drills down to very specific groups who will share at a high rate.’
    29. 29. Community content strategy: #3 Quality VS Quantity Produce fewer pieces of content, but ones with legs
    30. 30. Community content strategy: #4 Show, don't tell Using insightful stories, show people AARP's value instead of telling them
    31. 31. Community content strategy: #5 Evergreen Content Perpetually relevant content, not news
    32. 32. Community content strategy: #6 Shares, not views Everything AARP produces should be shared whether to entertain, inspire, or educate. It must be good enough for people to talk about
    33. 33. REASON OR BEING: REAL POSSIBILITIES Type of Content: Always On Type of Content: Staggered Type of Content: Big Audience Primary Goal: Shares Secondary Goal: Engagement Primary Goal: Subscribers Secondary Goal: Engagement Primary Goal: Engagement Secondary Goal: Views Channels: Twitter, AARP.org, Vine Channels: YouTube, FB, Instagram Channels: YouTube, FB, Netflix, TV Example: Caregiving Example: Beauty & Health Example: Music Business Unit: Caregiving Audience: Gen X Passion Point: Need trusted advice on how to look after their parents / grandparents as they age Business Unit: Media Sales Audience: Women 50+ Passion Point: I care about the way I look, but 'I'm not 'Maybelline young’ Business Unit: AARP Media Audience: Ageless Passion Point: Music is a universal language and a way to connect people
    34. 34. Content Calendar: Example JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Big Audience Big Audience Big Audience Staggered Staggered Staggered Staggered Always On
    35. 35. The Road Map 2014: Team Merger and Strategic Development 2015: Production of best-in-class integrated community content 2015 - 2016: Content Sponsorship 2017-2018: AARP Sought After Content
    36. 36. AARP Studios VP of AARP Studios Admin Assistant Development/Media and Community - Lead Sponsorships Managing Content - Lead Community Marketing Analytics/ Audience Training AARP Studios Team Member Relevance: Strategist Multi-Media Producer 1 Multi-Media Producer 2 Project Coordinator Civic Engagement: Strategist Multi-Media Producer Project Coordinator Social Impact: Strategist Multi-Media Producer Project Coordinator
    37. 37. AARP STUDIOS Visit AARPJobs.com to apply

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