1. Content Trends
April 12, 2011
David Fossas
310-857-8336
dfossas@gmail.com
@dfossas

2. Content and Communication Fuel the Web
• 60% people spend 10+ hours online Creating Content, not Advertising**
per week*
• 53% time spent on content activities*
− Search (26%)
− Entertainment (16%)
− Shopping (11%)
• 47% time spent on communication (Corporate Website) (E-Commerce) (Search)
activities* 31% reported ad impressions never seen***
− Email (32%)
− Social Networking (15%)
• 23% social media messages contain
links to content**
• 39% time spent on trials (new sites) *
*Statistics from “Content: What Drives Consumption” by AOL, Nielsen, D&MC
**”F-Shaped Pattern For Reading Web Content” by Jakob Nielsen (http://bit.ly/zQ4G3c)
***comScore study (http://bit.ly/AmFMnW)

3. Context and Platforms Drive Communities
• Valued Original Content (VOC) = Unique + Quality*
− (Trusted, Fresh, Relevant, Authentic)
Lurkers and Learners
(rest of audience discovering through search and social)
90
“The Social Layer”
%
Audience Engagement/Curation/Syndication
(fans, advocates and haters)
9
%
Curated Content
VOC
1
%
*Statistics from “Content: What Drives Consumption” by AOL, Nielsen, D&MC

4. The Corporate Website Is Dead….(as we know it)
• Once the centralized hub to learn about brand
• Now decentralized (multi-channel and multi-platform)
• Fueled by valuable content
• Integrated and syndicated

5. Three Pillars Lead to Earned Media
Paid Media Owned Media Relationship Media
Traditionally • Channel (Social Networks, Blogs) Traditionally
• Interrupts content • Platform (Facebook, Wordpress) • Media focused
• Static display, rich media ads • Product (Spredfast, Disqus)
Today
Today • Global (Worldwide) • Analytics driven
• Advertising is the content • Regional (U.S., Asia-Pac, EMEA)
• In-stream, in-publisher, editorial • Local (State, Franchise)
• Amplify, Optimize • Hyper-Local (City)
Ambassador Network
• Spokespeople • Fans/Followers • Influencers/Media
Earned Media
Buzz | Word-of-Mouth | Viral
The result of well-executed, well-coordinated Paid, Owned and Relationship Media

6. Social Media Temple
Integration Wins
Earned
Optimization
Relationship
Owned
Paid
Ambassador Network*
Content + Context
Social Channels
*Ambassador Networks consist of Fans, Hobbyists and Professionals

7. Newsroom Organizational Structure
Editor In Chief
Director of Director of
Development Communities
Owned Syndicated
Staff Contributors Community Community
Managers Managers

8. Content Development Cycle
• Intersection of audience passions
and brand’s products/services
Passion
Points
• Answer audience questions
• Experiment
A/B • Educate/Inform
• Iterate Info Needs
• Optimize Testing
ANALYTICS
• Brand voice/tone? • Audience presence/activity
• Audience preferences Voice/Tone Channel • Channel opportunities
• Avg attention span for video ~ 60s* • Video, Text, Photo, Presentation,
• Engagement w/ video drops to Audio, White Paper, Newsletter
under 50% after 30s* Length Format
• Curate/Repurpose
*“How to Increase Your Video Viewership” by KISSmetrics & Wistia (http://bit.ly/z1Bhtq)

9. Amplification and Optimization
• Launch content through paid, earned and relationship
• Focus bulk paid on in-stream, in-publisher, editorial
• Surface top-performing content
• Double down on top performers
• Achieve “viral lift” or earned media