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STATION SUMMIT
Presented by Simon Mainwaring
CEO, We First Inc.
1. Clarity
!
2. Alignment
!
3. Leadership
1. Clarity
Movie Studios
Television Networks & Channels
Local TV Stations & Syndication (CBS)
Television Shows & Local Products
Social TV Ecosystem
Marketing Schizophrenia
Key takeaway:
Social media empowers local viewers
to become brand storytellers.
Question 1:
Identify one way to amplify
national marketing at the local level?
2. Alignment
1. Network
!
2. Station
!
3. Product
1. Minimize viewer confusion
!
!
2. Maximize reputation building
!
!
3. Optimize marketing spend
!
Benefits of Network/Station Alignment
Story
National/Local Shared Values
National Show/Local Commentary
Tactics
National/Local Viewer Celebration
National/Local Topical Engagement
Engagement
Multi-Channel Storytelling
Anchor Man 2 / Experimentation
Viewer Community Growth
Key Takeaway:
The station closest to a community
is best qualified to share its story.
Question 2:
Identify one new strategy to inspire
local viewers to amplify your story?
3. Leadership
Start conversations others wouldn’t
!
!
Have fun, share bloopers, be creative
!
!
Provoke and reward sharing
!
!
!
What Works: Humanize Your Station
Duplicate, repetitive content
!
!
100% auto-posting
!
!
Talking without listening
!
!
!
!
What Doesn’t: Broadcast Approach
Co-authorship & Co-creation
Experimenting is a “main focus of our strategy.”
Joe Ruffolo, Senior Vice President of ABC News Digital
Cross-Pollinate Communities
Lead Cultural Conversations
Source: Nielsen, May 2014
Key Takeaway:
People rise to the conversations
you grow around them.
Question 3:
Identify one local conversation you can
lead aligned with national marketing?
Challenge:
Share one thought on a social media
channel relevant to your local viewers
that drives a cultural conversation.
Thank you,
promaxdba.
!
!
Slides@WeFirstBranding.com
!
Simon@WeFirstBranding.com

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