Draft

1. Not Your Bullhorn
Relinquishing Some Control to Get Great Content

2. Too much content, and most is ignored
Every minute…
2.6MM pieces of content shared on Facebook
216K new photos uploaded to Instagram
277K new tweets sent on Twitter
8.3K videos shared on Vine
Source: Mashable, April 2014

4. Content now lives by
the touch and dies by
the swipe
If it’s not engaging or
they’ve seen it before,
they won’t touch it
25 minutes of every
mobile hour on FB
and YouTube.
The mobile feed is the new portal

5. CONSUMER
INTEREST
BRAND
PURPOSE
NATIVE
CONTENT
+ CONTEXT
Relevant
Stories
Content needs to be touch-worthy

6. Take a people-first approach
Content for audiences,
not channels or platforms

7. Brand loyalty grows fastest from first
determining the actions, behaviors, and
people that impact others

8. People trust their peers more than ever
Source: 2014 Edelman Trust Barometer

9. Influencer endorsement carries more weight
than celebrity endorsement
Source: 2013 Clickz Social Recommendation Index
Who impacts purchase most?
Family: 86%
Acquaintance: 42%
Blogger: 39%
Celebrity 11%

10. Google now ranks influencers higher
Matt Cutts, Google’s anti-
spam director and search
guru, claims that by
eliminating lower-quality
authors, higher-quality ones
get higher search results.
Source: SearchEngineWatch.com, July 2014

11. The Creator/Influencer

12. Go where the audience is gathering
“The real differentiator between what we do at
Maker and traditional media is we’ve sourced
these verticals out of existing audience demand.”
Erin McPherson
Chief Content officer, Maker Studios
Source: Adweek, April 2014

13. 18,000 attendees at VidCon's fifth
annual conference is proof positive
that online content creators are a big
business

14. Not just “influencers”
CREATORS

15. So, where to start?

16. Finders
vs.
Collectives
vs.
Networks
What’s the difference?

17. Your story, through their lens,
for their audience

18. Many creators to many audiences

19. This isn’t PR. They get paid to create.

20. 20,000 backyard poultry enthusiasts can’t be
wrong, right?

21. 5MM followers

22. 2.4MM followers

23. 172K followers

24. 887K followers

25. Social channels are catering to creators