The document discusses how organizations are transforming to become more effective digital publishers. It provides quotes from marketing executives about their experiences transitioning to digital publishing. The executives note that digital publishing allows for more timely and relevant content than TV ads. They also emphasize the importance of participating in online conversations, publishing content regularly even if it is not perfect, and gradually relaxing controls to find their voice as a digital publisher.

1. TRANSFORMING ORGANIZATION

2. www.sempo.org

3. How are organizations transforming to become more effective digital custom publishers?

4. Let’s hear what they say and do.

5. Can’t say who said it, but it might be marketing execs from one or more of these brands…

6. “ You sense it is the right moment for a change, and this is one of those times."

7. “ Digital publishing was an easy choice. TV ads are expensive. The budget was small enough that we didn't even think much about it."

8. “ Consumers want you to weigh in on topics that are broadly relevant to your expertise."

9. “ If you do not respond instantaneously, you are no longer part of that conversation."

10. “ You can’t just be a publisher, you have to be a participator."

11. “ A big question - who should publish? Business unit, legal, marketing, customer service? The answer is to create an ecosystem for everyone."

12. “ Put in place a process to publish relevant, timely, and connected content."

13. “ Our first blog post took 3 weeks. We struggled over the first post. We thought we were writing War and Peace. The crazy thing it was the least read post ever.

14. The first 50 posts don’t matter because no one is viewing yet.

15. Use this period to find your voice , and don’t sweat as much over it.”

16. “ Let go – gradually, but not entirely."

17. “ Tell the risk managers to chill out. Nicely."

18. “ Don’t micromanage it… … let it be."

19. THANK YOU Rob Garner VP, Strategy iCrossing.com [email_address] @robgarner 214.676.2089