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Experience Distribution H Skinner

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Experience Distribution and how to jumpstart influential marketing

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Experience Distribution H Skinner

  1. 1. Experience Distribution Jumpstart Influential Marketing Heidi Skinner Emerging Media Director January 22, 2009
  2. 2. Content Distribution content defined: “ ...In media production and publishing, content is information and experiences that may provide value for an end-user/audience. Content may be delivered via any medium …” - wikipedia
  3. 3. What’s Driving the Marketplace? <ul><li>Movement away from content silos </li></ul><ul><li>Portability </li></ul><ul><li>Unlimited distribution </li></ul><ul><li>Consumers demand more, better & faster </li></ul><ul><li>Everyone is a media owner </li></ul><ul><li>If professional content doesn’t meet the demand, </li></ul><ul><li>consumers will attempt to fill the need </li></ul>
  4. 4. Consumer behavior isn’t changing. It has changed.
  5. 5. The stats don’t matter anymore <ul><li>54% have used a widget </li></ul><ul><li>184 million bloggers </li></ul><ul><li>73% have read a blog </li></ul><ul><li>57% joined at least 1 social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% watch video </li></ul><ul><li>38% subscribe to RSS </li></ul><ul><li>87% subscribe to email </li></ul><ul><li>69% have used mobile data </li></ul><ul><li>43% have used location based services </li></ul><ul><li>48% started their own blog </li></ul>
  6. 6. How do we do it?
  7. 7. Harnessing the power…
  8. 8. Experience Distribution <ul><li>Design for environments where we may not be as comfortable, but where consumers live </li></ul><ul><li>Requires a shift in how we create, manage and execute experience design </li></ul>
  9. 9. Re-introduce your creative assets Aggregated Syndicated & Social
  10. 10. $850,000,000
  11. 11. 1 million pieces of content are posted every 24 hours
  12. 12. Keys to success: Authenticity, Accuracy
  13. 13. Keys to success: Buzzworthy, Reach
  14. 14. Think of yourself as a portal
  15. 15. When architected well, distribution appears seamless
  16. 16. Every day, the bar is raised
  17. 17. well, sort of…

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