promaxbda station summit 2014 - we first slides
DESCRIPTION
"Social Storytelling & Local Leadership"TRANSCRIPT
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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