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Objective 
To become a 
Social business within 
the next 5 years, 
by expanding the principles 
of social communication 
throughout the organization
Integrate social media with broadcast content and 
apply the principles of social communication 
to both
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
All content 
must be 
social
If all content must 
be social, then 
don't differentiate 
it or treat 
it differently
Why this works
Why this works 
Relevance 
In order for 
content 
to be social, 
it must be 
relevant 
to our 
audience
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
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
= 
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
And eventually… 
Social content 
becomes 
sought after 
content
How do we 
get there?
STEP 1 
Focus team on external 
communication 
STEP 2 
Outsource some content creation 
and community management in 
order to create internal specialists
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
AARP 
STUDIOS 
Stories that matter
Social and broadcast are mutually interdependent.
Collaboration is 
the mandate. 
Analytics are the driver
Why Community 
Content?
The content will be developed for communities. 
Communities are social, 
and communities share
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
The community 
content strategy 
will be developed with these 
guiding principles
Community 
content strategy: 
#1 
Reason for Being 
Determine what AARP community 
content stands for
Condé Nast 
Specialized high quality content for sponsors
Non-mainstream content
“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
Community 
content strategy: 
#2 
Audience Definition 
Focus efforts digitally on trying 
to reach multiple niche audiences 
instead of one broad audience
Instead of targeting an age group 
target mindsets, 
interests or 
passion points
‘Instead of trying to create videos that have broad appeal, BuzzFeed drills down to very specific 
groups who will share at a high rate.’
Community 
content strategy: 
#3 
Quality VS 
Quantity 
Produce fewer pieces of 
content, but ones with legs
Community 
content strategy: 
#4 
Show, don't tell 
Using insightful stories, show people AARP's 
value instead of telling them
Community 
content strategy: 
#5 
Evergreen Content 
Perpetually relevant content, not news
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
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
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
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
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
AARP 
STUDIOS 
Visit AARPJobs.com to apply

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AARP Studios: Stories That Matter

  • 1.
  • 2. Objective To become a Social business within the next 5 years, by expanding the principles of social communication throughout the organization
  • 3. Integrate social media with broadcast content and apply the principles of social communication to both
  • 4. 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
  • 5. All content must be social
  • 6. If all content must be social, then don't differentiate it or treat it differently
  • 8. Why this works Relevance In order for content to be social, it must be relevant to our audience
  • 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
  • 10. 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
  • 11. = 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
  • 12. And eventually… Social content becomes sought after content
  • 13. How do we get there?
  • 14. STEP 1 Focus team on external communication STEP 2 Outsource some content creation and community management in order to create internal specialists
  • 15. 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
  • 16. AARP STUDIOS Stories that matter
  • 17. Social and broadcast are mutually interdependent.
  • 18. Collaboration is the mandate. Analytics are the driver
  • 20. The content will be developed for communities. Communities are social, and communities share
  • 21. 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
  • 22. The community content strategy will be developed with these guiding principles
  • 23. Community content strategy: #1 Reason for Being Determine what AARP community content stands for
  • 24. Condé Nast Specialized high quality content for sponsors
  • 26. “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
  • 27. Community content strategy: #2 Audience Definition Focus efforts digitally on trying to reach multiple niche audiences instead of one broad audience
  • 28. Instead of targeting an age group target mindsets, interests or passion points
  • 29. ‘Instead of trying to create videos that have broad appeal, BuzzFeed drills down to very specific groups who will share at a high rate.’
  • 30. Community content strategy: #3 Quality VS Quantity Produce fewer pieces of content, but ones with legs
  • 31. Community content strategy: #4 Show, don't tell Using insightful stories, show people AARP's value instead of telling them
  • 32.
  • 33. Community content strategy: #5 Evergreen Content Perpetually relevant content, not news
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. AARP STUDIOS Visit AARPJobs.com to apply

Editor's Notes

  1. 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. The Wall Street Journal’s video programming has itself come into its own in the past few years. Its video content includes short, straightforward CNN-like news reports, longer segments, and even sponsored video content, much of which the Journal is actively helping brands create, like this “documentary advertising feature“ created for Millennium Systems International. And the viewership is there as well: Overall, the Journal’s video content, accessible on desktop, mobile and TV consoles like Roku and AppleTV, is streamed 30 million times a month, according to the Journal.
  2. In September 2012, BuzzFeed‘s online video presence was represented by a single channel claiming just under 10,000 subscribers. 18 months later, BuzzFeed’s online video content has racked up more than a billion views across several channels.As with much of the company’s content, BuzzFeed’s web videos are heavily driven by social sharing. Frank noted that only 20% of the company’s views come from subscribers, and only 15% come directly from BuzzFeed. Instead, videos are created to be “sharable” rather than “consumable”, and BuzzFeed pays close attention to the statements that accompany social shares.