The document discusses the symbiotic relationship between brands and publishers in the digital age. It notes that brands must tailor their messaging to each social media platform and stay relevant through creative and engaging content. Brands are also encouraged to collaborate with publishers and experiment with new forms of visual content. The key takeaways are that brand matters more than ever, messages need to be tailored to each platform to stay relevant and relatable, and success requires creativity, collaboration, and experimentation.

1. Brands & Publishers: A Symbiotic
Relationship for the Digital Age
Stacy Martinet
Chief Marketing Officer
@Stacymartinet

2. About Mashable
Banchory, Scotland / 2005

3. About Mashable
Mashable is
Mashable is

4. Documenting the digital evolution

5. Showing you what’s
next, and why it matters

6. Delivering the news
you want to share

7. 40 Million
40 Million
MONTHLY UNIQUES

8. Millennials and Those Who Think Like Them

9. 40 Million
20 Million
SOCIAL FOLLOWERS

10. Three Mashable articles are shared
every second.

11. Living in the Stream

12. Millennials:
30% use four or more devices a day
**SDL Millennials Study, 2014

13. Millennials:
On average check their smartphones
43 times a day
**SDL Millennials Study, 2014

14. We
live
in
streams

21. Brand Matters More Than Ever

23. Information overload:
What information to trust and who to
trust, is more important than ever.

24. Only 15 % of adults who get news
through social media say they have
high levels of trust in information they
get from that means of discovery.
2014 American Press Institute Study

25. Why is social media
important for brands?

26. Millennials:
66% follow brands on Social Media
**SDL Millennials Study, 2014

27. Millennials:
38% said brands are more accessible
and trustworthy when they use Social Media
rather than only traditional advertising
**SDL Millennials Study, 2014

28. Thinking in the Social Way

29. Authenticity

30. Relevance is the new
Authenticity

36. Mashable’s Social Media Principles
• Tight Processes
• Right People
• Constant Training
• Creativity and Experimentation
• Flexibility
• Collaboration

37. Social & Editorial Integration

38. Social Integration

39. A great story is a great story,
BUT how is it relevant on each
platform?

40. Aligning around customer
segment…
on each network.

41. Facebook Tone

42. Twitter Content

43. Tumblr Voice

44. • All content released from both the
company’s and its employee’s
social networks is “on the record”
• Grow and reinforce a strong brand
and mission
• Create consistent messaging and
dialogue
• Leading the message
Employees can be your greatest
ambassadors on social.

45. BFFs: Social and Content Marketing

47. R
einforce
Media Choi
ce
SocialStrategy
UGC
SocialCycle
MESSAGE/
CAMPAIGN
LAUNCH
Brand/Offer
Awareness
RECEPTION
SHARINGRE-ENGAGING
ACTING
Velocity
Sharing with
personal comments
(i.e. community challenges)
Foot and
Finger Traffic

48. #6SecondScience

52. Con Edison: Twitter
• Current event tips and
information
• Customized responses to
unhappy customers
• Disaster communication
(Hurricane Sandy in NYC)

53. Shell : Instagram
• Community challenges
• Inside look into Shell’s facilities
around the world
• Innovation ideas

54. Chevron : YouTube
• Documentary-style
features
• Corporate
Responsibility
• Employee Recognition

55. What’s Next?

56. Visuals

60. • Brand Matters More Than Ever
• Tailor Messages to Each Platform
• Stay Relevant and Relatable
• Creativity, Collaboration, and
Experimentation
Key Takeaways:

61. Brands & Publishers: A Symbiotic
Relationship for the Digital Age
Stacy Martinet
Chief Marketing Officer
@Stacymartinet