Case Study: "Brand or Publisher? Walking the Authenticity Tightrope"
1. Brand or Publisher? Walking the Authenticity Tightrope
Jenn Eldin
Digital Innovation & Content Strategy
American Express OPEN
@JennEldin
Jennifer.C.Eldin1@aexp.com
2. An example of groundbreaking content…
Can brands really do this?
“Snow Fall” is now a
verb. Everyone wants to snowfall
now, every day, all desks. To
“snowfall” means to tell a story
with fantastic content that is
absolutely organic to the
storytelling itself.
The story originated from the
sports desk – and took months
and months and months of time –
but Snow Fall-type projects can
come from anywhere
Jill Abramson, Executive Editor
The New York Times
Pulitzer Prize
3.5 million page
views in 6 days
3. Witness: A Red Bull Explosion
3.5 million page views in 6 days 50 million page views in 4 days
vs.
Branded content generated 15x the engagement in 2/3 the time!
4. Nearly 60% of small businesses fail within four years.
The Problem OPEN Forum is Solving
6. 6
195K+ Twitter
Followers
Forum users are 83%
more likely to
recommend American
Express
Millions of page views
annually
Thousands of
Community
Members
200+ expert
contributors
RELEVANCE
Topics laser
focused on SBO
needs & interests
Videos,
infographics,
articles,
slideshows
REACH
A Snapshot of Forum Today
50+ pieces of
content weekly
Dozens of
Awards
8. Drop the hard sell
Figure out what your customer actually
wants - and give it to them
Be true to your strengths
Don’t outsource everything
Content is NOT a campaign
Keys to Brand Authenticity
#1
#2
#3
#4
#5
9. Drop the hard sell: Set and reinforce clear guidelines
• Practical, actionable advice
• Spark curiosity
• Written by experts
• Conversational
• Avoid excessive brand and
product mentions
Guidelines for Powerful Branded Content
10. Drop the hard sell: Set and reinforce clear guidelines
Description of Branded
Content & OPEN Voice
OPEN Voice
NEW: Marked
branded placements
11. To determine customer
needs, we evaluated topics with
these lenses. We continue to
evolve the topics we cover based
on real-time data.
Editorial Expertise
SBO Needs
Research
Amex Brand Fit
Analytics
(Web & Forum)
Figure out what your customer actually wants –
and deliver it to them
14. Pick a core benchmark, and monitor it consistently.
Set a range of success.
25 100
50
Shares/PV
Range of success
Editorial TeamAnalytics
*Illustrative
*
Content is NOT a Campaign… Respond real-time and
invest in the long haul
15. Authenticity the Warby Parker way
“60% of consumers are under age 40
consult social media when making
purchase decisions and care about
causes”-Nielsen
TRUE TO THEIR
STRENGHTS
CUSTOMERCENTRIC
SOFT SELL
16. SURPRISE AND
DELIGHT
TRUE TO THEIR
STRENGHTS
Authenticity the General Electric way
ONGOING
COMMITMENT TO
CONTENT EXCELLENCE
Editor's Notes
6 part story by John Branch, New York Times Pulitzer Prize-winning writer presented story of avalanche with interactive graphics, videos and bios of various snowboarders and skiers. Large team ,Many months,$$$,Pulitzer prize winning author
Red Bull reached 15X Traffic in 2/3 the time, won countless awards
Internally & Externally
Internally & Externally
Our vice chairman Ed Gilligan writes his own tweets, and it shows. There is only so much direction you can dictate from the other side of the fence. We are working to think of ourselves as evolving from a campaign based model to a digital newsroom, with editorial perspective & talent. Critical to making sure your brand’s initiatives are reflected in what’s written on the site
Changed the glasses supply chain, cut out middlemen to sell for $95. Donates 1 pair to charity. Class Trip, Artist in, Residence program, Showcases employees and culture. Sophie Auster music
GE is striving to tell stories that emphasize to consumersthat its products and services are tangible everyday things,not just jet engines and huge pieces of hardware. CSX train Campaign last yeartook Tropicana orange juice from Florida to New Jersey,it’s a gorgeous route … beautiful time-lapse video, some awesome music. We reached out to rail fans and they were really engaged.We found this community,” she said. “They love locomotives. They spot trains. And we had them come out and be a part of the shoot, and be a part of of the route. That was a big one for us.”