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Promaxbda Station Summit 2014 - We First Slides

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"Social Storytelling & Local Leadership"

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Promaxbda Station Summit 2014 - We First Slides

  1. 1. STATION SUMMIT Presented by Simon Mainwaring CEO, We First Inc.
  2. 2. 1. Clarity ! 2. Alignment ! 3. Leadership
  3. 3. 1. Clarity
  4. 4. Movie Studios
  5. 5. Television Networks & Channels
  6. 6. Local TV Stations & Syndication (CBS)
  7. 7. Television Shows & Local Products
  8. 8. Social TV Ecosystem
  9. 9. Marketing Schizophrenia
  10. 10. Key takeaway: Social media empowers local viewers to become brand storytellers.
  11. 11. Question 1: Identify one way to amplify national marketing at the local level?
  12. 12. 2. Alignment
  13. 13. 1. Network ! 2. Station ! 3. Product
  14. 14. 1. Minimize viewer confusion ! ! 2. Maximize reputation building ! ! 3. Optimize marketing spend ! Benefits of Network/Station Alignment
  15. 15. Story
  16. 16. National/Local Shared Values
  17. 17. National Show/Local Commentary
  18. 18. Tactics
  19. 19. National/Local Viewer Celebration
  20. 20. National/Local Topical Engagement
  21. 21. Engagement
  22. 22. Multi-Channel Storytelling
  23. 23. Anchor Man 2 / Experimentation
  24. 24. Viewer Community Growth
  25. 25. Key Takeaway: The station closest to a community is best qualified to share its story.
  26. 26. Question 2: Identify one new strategy to inspire local viewers to amplify your story?
  27. 27. 3. Leadership
  28. 28. Start conversations others wouldn’t ! ! Have fun, share bloopers, be creative ! ! Provoke and reward sharing ! ! ! What Works: Humanize Your Station
  29. 29. Duplicate, repetitive content ! ! 100% auto-posting ! ! Talking without listening ! ! ! ! What Doesn’t: Broadcast Approach
  30. 30. Co-authorship & Co-creation
  31. 31. Experimenting is a “main focus of our strategy.” Joe Ruffolo, Senior Vice President of ABC News Digital Cross-Pollinate Communities
  32. 32. Lead Cultural Conversations
  33. 33. Source: Nielsen, May 2014
  34. 34. Key Takeaway: People rise to the conversations you grow around them.
  35. 35. Question 3: Identify one local conversation you can lead aligned with national marketing?
  36. 36. Challenge: Share one thought on a social media channel relevant to your local viewers that drives a cultural conversation.
  37. 37. Thank you, promaxdba. ! ! Slides@WeFirstBranding.com ! Simon@WeFirstBranding.com

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