Watch the full session on SMW Insider: https://socialmediaweek.org/insider/sessions/url-irl-content-digital-generation/

1. U R L I R L
D I G I T A L C O N T E N T I N A
D I S T R I B U T E D W O R L D
@ R E F I N E R Y 2 9

2. Social Media Week | REFINERY29
“RE ADING MAKES ME SMARTER. RE ADING GIVES ME
SOMETHING TO TALK AB O UT L ATER ON. RE ADING IS
THE UNBELIEVABLY HE ALTHY WAY MY AT TENTION
DEFICIT DISORDER MEDIC ATES ITS ELF. RE ADING IS
ESC APE, AND THE OPP OSITE OF ES C APE…”
—Nora Ephron
C O N T E N T S E R V E S M A N Y P U R P O S E S …
& C O M E S I N M A N Y F O R M S

3. Social Media Week | REFINERY29 | 4
O BV I O U S P O I N T: W E A R E L I V I N G I N A D I ST R I B U T E D W O R L D
575 M M O N T H LY C O N T E N T V I E W S AC RO SS P L AT FO R M S & A RO U N D T H E W O R L D
U N I T E D K I N G D O M
G E R M A N Y
C A N A DA
A S I A
& B E YO N D !
S O C I A L D I S T R I B U T I O N G L O B A L

4. 55
A CONCEPT BORN OF THE INTERNET: On Nov. 9, Teresa Shook, a grandmother in Hawaii, created a Facebook event
inviting friends to march on Washington in protest of Donald Trump’s election. A the same time, a range of similar
Facebook events were popping up across the Internet. Suddenly, thousands of women across the country were signing up to
march. And this rapidly morphed into a national movement.
CASE STUDY:
THE WOMEN’S MARCH

5. 6
Social Media Week | REFINERY29
BEFORE THE MARCH: A DIG ITA L E XPER IEN CE
ON SITE
1 Service: How To…
2 Answers To Questions
3 Downloadable Art
4 Essays & Commentary
ON SOCIAL
1 Sharable Video
2 Facebook Albums
3 Instagram Stories & Posts

6. 77
CONTENT COMING TO LIFE: 3 VIDEOS + 1 LIVE STREAM, 2M+ VIEWS

7. m
We worked with thought
leaders, celebrities, and
activists, to give people a
clear view of not just how
they participate, but also,
what happens next. This is
an essential touchpoint for
our mission, and it’s the kind
of content that activates
meaningful peer-to-peer
sharing.
WHY IT
WORKED
JANUARY 19 2017
A Former Obama
Staffer Makes A Very
Good Point About The
Women’s March
Footer Here
8 Inspiring Human
Beings On How To
Make The Next 4 Years
Matter
JANUARY 19 2017 18K
ENGAG ED
MIN UTE S
635K
ARTIC LE
VIE WS

8. 99
LEADING WITH VISUALS: We showed up, we marched, we wrote and
talked and shared about it, and we made protest art that made its
way around the globe—from NYC to London to Kosovo.
CASE STUDY:
THE WOMEN’S MARCH
800
i n f l u e n c e r p o s t s
t a g g i n g @ r e f i n e r y 2 9 i n
m a r c h c o v e r a g e .
300K
e n g a g e d
m i n u t e s o n
s i t e
Social Media Week | REFINERY29

9. 10
Social Media Week | REFINERY29
D URI NG THE MA RC H: AN IRL E XPERI ENCE
8 0 0
I N F L U E N C E R
P O S T S
F R O M N Y — >
S U N D A N C E — >
K O S O V O
3 3 . 2 K L I K E S
5 9 . 8 K L I K E S
2 B U S E S ,
1 1 0 R 2 9 E R S
6 0 0 P R E S S
O U T L E T S . 1 B +
I M P R E S S I O N S
ON-THE-GROUND COVERAGED.C. BOUND BUSES ART TRAVELS THE GLOBE

10. BRAND ALIGNMENT
Social Media Week | REFINERY29
11
MERCH AUDIENCE DEV
• Brands are more and more likely
in today’s environment to want
to align with mission-driven
platforms, rather than doing
transactional deals. (See: Every
ad at the Super Bowl.)
PARTNERSHIPS
WOMEN’S M ARCH (& WOM EN’S I SSUE S): THE BUSINE SS C A SE
• On International Women’s Day,
we’re partnering with Keds to
bring our art from the women’s
march to life, working with
TicTail Market to host a pop-up.
• In previous months, 2-3% of our
consumption on site is driven by
news and politics coverage. In
January, that number went up
to 17%—which is all additive
audience.
• Advertisers aren’t the only ones
seeking out a space to tell
powerful stories in line with our
mission. Platforms like
Facebook, Tumblr, and Snap are
sending the same signals.