Not Your Bullhorn
Relinquishing Some Control to Get Great Content
Too much content, and most is ignored
Every minute…
2.6MM pieces of content shared on Facebook
216K new photos uploaded to...
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
2...
CONSUMER
INTEREST
BRAND
PURPOSE
NATIVE
CONTENT
+ CONTEXT
Relevant
Stories
Content needs to be touch-worthy
Take a people-first approach
Content for audiences,
not channels or platforms
Brand loyalty grows fastest from first
determining the actions, behaviors, and
people that impact others
People trust their peers more than ever
Source: 2014 Edelman Trust Barometer
Influencer endorsement carries more weight
than celebrity endorsement
Source: 2013 Clickz Social Recommendation Index
Who ...
Google now ranks influencers higher
Matt Cutts, Google’s anti-
spam director and search
guru, claims that by
eliminating l...
The Creator/Influencer
Go where the audience is gathering
“The real differentiator between what we do at
Maker and traditional media is we’ve sou...
18,000 attendees at VidCon's fifth
annual conference is proof positive
that online content creators are a big
business
Not just “influencers”
CREATORS
So, where to start?
Finders
vs.
Collectives
vs.
Networks
What’s the difference?
Your story, through their lens,
for their audience
Many creators to many audiences
This isn’t PR. They get paid to create.
20,000 backyard poultry enthusiasts can’t be
wrong, right?
5MM followers
2.4MM followers
172K followers
887K followers
Social channels are catering to creators
notyourbullhorn_draft_july2014
notyourbullhorn_draft_july2014
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  • http://mashable.com/2014/04/23/data-online-every-minute/?utm_cid=mash-com-fb-main-photo
  • http://searchenginewatch.com/article/2353145/Content-Creators-Ranking-Checklist-How-Quality-Scores-Influence
  • notyourbullhorn_draft_july2014

    1. 1. Not Your Bullhorn Relinquishing Some Control to Get Great Content
    2. 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
    3. 3. 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
    4. 4. CONSUMER INTEREST BRAND PURPOSE NATIVE CONTENT + CONTEXT Relevant Stories Content needs to be touch-worthy
    5. 5. Take a people-first approach Content for audiences, not channels or platforms
    6. 6. Brand loyalty grows fastest from first determining the actions, behaviors, and people that impact others
    7. 7. People trust their peers more than ever Source: 2014 Edelman Trust Barometer
    8. 8. 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%
    9. 9. 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
    10. 10. The Creator/Influencer
    11. 11. 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
    12. 12. 18,000 attendees at VidCon's fifth annual conference is proof positive that online content creators are a big business
    13. 13. Not just “influencers” CREATORS
    14. 14. So, where to start?
    15. 15. Finders vs. Collectives vs. Networks What’s the difference?
    16. 16. Your story, through their lens, for their audience
    17. 17. Many creators to many audiences
    18. 18. This isn’t PR. They get paid to create.
    19. 19. 20,000 backyard poultry enthusiasts can’t be wrong, right?
    20. 20. 5MM followers
    21. 21. 2.4MM followers
    22. 22. 172K followers
    23. 23. 887K followers
    24. 24. Social channels are catering to creators

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