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The future of brands
as media

Guillaume Decugis
Co-Founder & CEO Scoop.it
@gdecugis
Communication back then
The
Famous

The
Storytellers

The Rest of Us

@gdecugis

“One to Many”
Media creation & distribution
1000 BC

1200 AD

1848 AD

Distribution
@gdecugis
Mass Media.
Mass distribution, narrow creation.
1923

1940

1969

Distribution
@gdecugis
Internet > Mass Media

Mass Distribution

Mass Creation
@gdecugis
Information overload
I’m talking
to you!

I’mlooking
for you!

@gdecugis
Attention scarcity transformed content
strategies

“Content is king”
Bill Gates
Microsoft

“Brands must become media to
earn relevance”
Brian Solis
Altimeter Group
@gdecugis
A race to great content

@gdecugis
Where not even the sky is the limit

@gdecugis
Communication post Web 2.0
The
Famous

All of Us

The
Storytellers

Content
Curators
Opportunity

The Rest of Us

@gdecugis

All of Us
ContentCurator ?
“Someone who finds, groups, organizes
and shares the best and most relevant
content on a specific issue”
RohitBhargava
Influencial Marketing Group

“A Web Super Hero”
Steve Rosenbaum
Curation Nation
@gdecugis
Yes but does it work?

@gdecugis
Who are the new media rock stars?
• Huffington Post: some creation, 3,000
contributors and a lot of curation – acquired
for $315M by AOL
• BuzzFeed: “We have a team working to
understand why we share things” – 133M
monthly uniques, $120M revenue projected
for 2014

• Upworthy: curation, editing and… linkbait –
30M monthly uniques
@gdecugis
Scoop.it today
100M+
Cumulated unique
visitors in 2 years

50M+
Curated content
items

Weekly Traffic

@gdecugis
Content curation

What’s in it for brands?
@gdecugis
Engage an audience daily
Orange
Engage Facebook & Blog followers.
Curated news channel added to
Facebook and inside.orange.com

@gdecugis
Laser-focus on an audience segment
La Poste
Address e-commerce owners.
Curated news channel integrated within
e-commerce section of laposte.fr.
7x traffic growth in 3 months

@gdecugis
Make it a conversation
EDF
Problem: is my own content credible?
Solution: Bring perspective and
objectivity by adding curated content to
edf.com corporate site.

@gdecugis
Build a community
University of San Francisco
Make students and faculty contribute to
the brand’s message “Change the world
from here”.
Curate from the best from
#usfcahashtag on
Twitter, Instagram, Facebook…
~1,000 contributors in 9 months.

@gdecugis
The question is no longer if brands
should become media

But how?
@gdecugis
Become Media companies…

… who monetize by selling
soft-drinks / [Insert Product Name Here]
@gdecugis
Be a post Web 2.0 media

All of Us

Content
Curators
Your Brand

All of Us

@gdecugis
Thank you!
Guillaume Decugis
Co-Founder & CEO Scoop.it

Learn More

@gdecugis

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The future of brands as media

  • 1. The future of brands as media Guillaume Decugis Co-Founder & CEO Scoop.it @gdecugis
  • 2. Communication back then The Famous The Storytellers The Rest of Us @gdecugis “One to Many”
  • 3. Media creation & distribution 1000 BC 1200 AD 1848 AD Distribution @gdecugis
  • 4. Mass Media. Mass distribution, narrow creation. 1923 1940 1969 Distribution @gdecugis
  • 5. Internet > Mass Media Mass Distribution Mass Creation @gdecugis
  • 6. Information overload I’m talking to you! I’mlooking for you! @gdecugis
  • 7. Attention scarcity transformed content strategies “Content is king” Bill Gates Microsoft “Brands must become media to earn relevance” Brian Solis Altimeter Group @gdecugis
  • 8. A race to great content @gdecugis
  • 9. Where not even the sky is the limit @gdecugis
  • 10. Communication post Web 2.0 The Famous All of Us The Storytellers Content Curators Opportunity The Rest of Us @gdecugis All of Us
  • 11. ContentCurator ? “Someone who finds, groups, organizes and shares the best and most relevant content on a specific issue” RohitBhargava Influencial Marketing Group “A Web Super Hero” Steve Rosenbaum Curation Nation @gdecugis
  • 12. Yes but does it work? @gdecugis
  • 13. Who are the new media rock stars? • Huffington Post: some creation, 3,000 contributors and a lot of curation – acquired for $315M by AOL • BuzzFeed: “We have a team working to understand why we share things” – 133M monthly uniques, $120M revenue projected for 2014 • Upworthy: curation, editing and… linkbait – 30M monthly uniques @gdecugis
  • 14. Scoop.it today 100M+ Cumulated unique visitors in 2 years 50M+ Curated content items Weekly Traffic @gdecugis
  • 15. Content curation What’s in it for brands? @gdecugis
  • 16. Engage an audience daily Orange Engage Facebook & Blog followers. Curated news channel added to Facebook and inside.orange.com @gdecugis
  • 17. Laser-focus on an audience segment La Poste Address e-commerce owners. Curated news channel integrated within e-commerce section of laposte.fr. 7x traffic growth in 3 months @gdecugis
  • 18. Make it a conversation EDF Problem: is my own content credible? Solution: Bring perspective and objectivity by adding curated content to edf.com corporate site. @gdecugis
  • 19. Build a community University of San Francisco Make students and faculty contribute to the brand’s message “Change the world from here”. Curate from the best from #usfcahashtag on Twitter, Instagram, Facebook… ~1,000 contributors in 9 months. @gdecugis
  • 20. The question is no longer if brands should become media But how? @gdecugis
  • 21. Become Media companies… … who monetize by selling soft-drinks / [Insert Product Name Here] @gdecugis
  • 22. Be a post Web 2.0 media All of Us Content Curators Your Brand All of Us @gdecugis
  • 23. Thank you! Guillaume Decugis Co-Founder & CEO Scoop.it Learn More @gdecugis