publish or die: why all brands are now media companies

Social Media Influence 2011

@socialinfluence

People are telling stories about your brand Why aren’t you telling your own story?

So what do people want from brands?

EntertainmentEntertainment ResponseResponse KnowledgeKnowledge LeadershipLeadership

HonestyHonesty RespectRespect

How can companies serve that need?

Be Useful!Be Useful!

There’s no magic formula to social media conversation

The Right Conversation

The Right Community

The Right Content

What do these have in common?

Good content = social media currency

Start thinking like a publisher – What content works where, when?

InsertYour Brand

InsertYour Brand

Start with an editorial plan

ORP Case Study

ORP – an historic brand opens it doors

Opera Romana Pellegrinaggi (ORP) has been organizing pilgrimages for the Vatican for over 75 years, recently through the brand JOSP, Journeys of the Spirit.

Custom is working with ORP to create a social media editorial strategy and to help ORP tell its own stories in a way that are shareable, discoverable and demonstrate the expertise ORP has in organising spiritual holidays.

By creating targeted, useful content ORP has succeeded in building a global social media community (called “Jospers”) and has established a prominent SEO footprint.

The project is on-going.

At the outset, Jospers had a problem…. A BBQ brand got all the clicks

Jospers secret weapon? It had great stories to tell

So we started unlocking the narrative

We went underground… for in-depth blog reports

We climbed to the top of St. Peter’s before dawn.. to live-tweet

We joined 1.5 mln pilgrims in piazza to film/photograph a global event

… and to bring to life Jospers’ story and community

The ‘always-on’ editorial strategy built strong social engagement

We connected with a global audience

The global map of Jospers social media following in August, 2010.Today, Jospers’ social media community spans 42 countries.

We took the story beyond the Vatican press corps

The new influencers: days before opening of Vatican Library exhibition in November we let travel, religious bloggers in on the event so they could inform their readers. Great earned media result: reports in blogs that have over 2.5 mln readers!

And we beat The New Yorker and “60 Minutes” at SEO

That was part of ORP’s story. What’s your story……?

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