promaxbda station summit 2014 - we first slides

STATION SUMMITPresented by Simon Mainwaring

CEO, We First Inc.

1. Clarity !

2. Alignment !

3. Leadership

1. Clarity

Movie Studios

Television Networks & Channels

Local TV Stations & Syndication (CBS)

Television Shows & Local Products

Social TV Ecosystem

Marketing Schizophrenia

Key takeaway: Social media empowers local viewers

to become brand storytellers.

Question 1: Identify one way to amplify

national marketing at the local level?

2. Alignment

1. Network !

2. Station !

3. Product

1. Minimize viewer confusion !

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2. Maximize reputation building !

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3. Optimize marketing spend !

Benefits of Network/Station Alignment

Story

National/Local Shared Values

National Show/Local Commentary

Tactics

National/Local Viewer Celebration

National/Local Topical Engagement

Engagement

Multi-Channel Storytelling

Anchor Man 2 / Experimentation

Viewer Community Growth

Key Takeaway: The station closest to a community is best qualified to share its story.

Question 2: Identify one new strategy to inspire local viewers to amplify your story?

3. Leadership

Start conversations others wouldn’t !

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Have fun, share bloopers, be creative !

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Provoke and reward sharing !

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What Works: Humanize Your Station

Duplicate, repetitive content !

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100% auto-posting !

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Talking without listening !!!!

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What Doesn’t: Broadcast Approach

Co-authorship & Co-creation

Experimenting is a “main focus of our strategy.” Joe Ruffolo, Senior Vice President of ABC News Digital

Cross-Pollinate Communities

Lead Cultural Conversations

Source: Nielsen, May 2014

Key Takeaway: People rise to the conversations

you grow around them.

Question 3: Identify one local conversation you can lead aligned with national marketing?

Challenge: Share one thought on a social media channel relevant to your local viewers

that drives a cultural conversation.

Thank you, promaxdba.

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Slides@WeFirstBranding.com !

Simon@WeFirstBranding.com