The second day of the conference opened with Chris Barth at Contagious, followed by a discussion between Aly Baer at Twitter and Ann Shoket. There was a panel discussion on how to build a content empire and Stirling Proffer from VICE Media wrapped everything up for us.

2. Chris Barth, Strategist, Contagious

4. UNITED STATES ARMY
NATIONAL GUARD
Keith Kawasaki, VP of Client
Services, iostudio

6. IF YOU’RE A
350,000-STAFF
ORGANIZATION …

7. DIVIDED INTO 54
OWNER-OPERATED
FRANCHISES …

8. With the
entire
franchise
staff spread
out across
3,500 communities
nationwide …

9. How do you retain your
brand integrity and your
brand vision?

10. How do you retain a highly motivated,
engaged and skilled staff—with all of
them
in step with your brand vision?

11. YOU CREATE A
MAGNETIC
EXPERIENCE.

12. WHERE YOU GO
FROM THIS …

13. TO THIS …

14. With a singular brand vision,
strengthened by the diversity
of your staff.

15. The United States Army
National Guard brought this
challenge to iostudio.

16. • Wars in Iraq and Afghanistan

17. • Wars in Iraq and Afghanistan
• Recruiting at an all-time low

18. • Wars in Iraq and Afghanistan
• Recruiting at an all-time low
• Brand crisis

19. • Wars in Iraq and Afghanistan
• Recruiting at an all-time low
• Brand crisis
• Entire force in transition
- operationally
- geographically
- technologically

20. IOSTUDIO
CREATED
GX.

22. 3 CORE COMPONENTS TO CREATE
A MAGNETIC EXPERIENCE:

23. Audience/Client
Research
3 CORE COMPONENTS TO CREATE
A MAGNETIC EXPERIENCE:

24. Audience
Involvement
3 CORE COMPONENTS TO CREATE
A MAGNETIC EXPERIENCE:
Audience/Client
Research

25. Audience
Empowerment
3 CORE COMPONENTS TO CREATE
A MAGNETIC EXPERIENCE:
Audience/Client
Research
Audience
Involvement

26. Audience
research
spans across
the United
States.

27. AUDIENCE
INVOLVEMENT

28. AUDIENCE
EMPOWERMENT
REQUIRES
FUNCTIONAL
CONTENT.

29. FUNCTIONAL CONTENT

30. FUNCTIONAL CONTENT
• Creating content that readers
“do something with”

31. FUNCTIONAL CONTENT
• Creating content that readers
“do something with”
• Serves as a life coach

32. FUNCTIONAL CONTENT
• Creating content that readers
“do something with”
• Serves as a life coach
• Compels readers to share it

33. 12 YEARS LATER …

34. GX has positioned
the Guard as an
operational force with
skills as varied as a
Swiss army knife.

35. GX is the only consistent print record of the
Guard’s most courageous service since WWII.

36. We have chronicled thousands of personal legacies,
while integrating all of them into one tremendous Guard story.
GX is the only consistent print record of the
Guard’s most courageous service since WWII.

37. MORE THAN 90% OF
READERS FEEL IT IS A
VALUABLE
RECRUITING
AND RETENTION TOOL.
90%

38. MORE THAN 80% OF
READERS SHARE
THE MAGAZINE WITH
FRIENDS AND FAMILY.
80%90%
MORE THAN 90% OF
READERS FEEL IT IS A
VALUABLE
RECRUITING
AND RETENTION TOOL.

39. GX READERS TAKE
OWNERSHIP IN
THE MAGAZINE.

40. WAS CREATED BY:
• Audience/client research
OWNERSHIP

41. WAS CREATED BY:
• Audience/client research
• Audience involvement
OWNERSHIP

42. WAS CREATED BY:
• Audience/client research
• Audience involvement
• Audience empowerment
OWNERSHIP

43. = MAGNETIC EXPERIENCE
+ +
Audience
Empowerment
Audience/Client
Research
Audience
Involvement

44. Check out iostudio.com
And follow me on Twitter: @keith_kawasaki

46. ONE ON ONE WITH TWITTER

47. ONE ON ONE WITH TWITTER
Ann Shoket
@annshoket
Aly Baer
@baer_naked

49. BUILDING A CONTENT EMPIRE

50. BUILDING A CONTENT EMPIRE
Lori Greene
@LoriP1025
Pat Connolly
@connollypat
Mary C. Hickey
@AARP
Ann Rubin
@IBM
Melissa Goidel
@mgoidel

52. Sterling Proffer
Head of Digital, VICE Media

54. MEMBERS-ONLY
RESEARCH WORKSHOP

55. MEMBERS-ONLY RESEARCH
WORKSHOP
Keith Sedlak
CMO,
McMURRY/TMG
Ryan Petersen
Senior Manager, Content
Marketing, CDW
John Von Brachel
Senior Vice President – Director of
Content Marketing and Integration,
Bank of America Global Wealth &
Investment Management

56. Georgia
Galanoudis
Managing Director,
Imprint
Jacquie Loch
VP & Group
Publisher,
TC Media
Jaci Ponzoni
SVP of Custom
Content, Pace
Andy Seibert
Managing Partner,
Imprint
Joe Stella
VP of New
Business, GLC
MEMBERS-ONLY RESEARCH
WORKSHOP