Master the publishing and entertainment world's tools and techniques for content marketing success Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively—ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike.
- Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements
- Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value
- Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity’s new Branded Content & Entertainment category
Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny.
Table of Contents:
About This Book xv
Cast of Characters xix
Foreword Andy Markowitz xxxv
Preface xxxix
Acknowledgments xlv
Introduction 1
Notes 11
SECTION I BRAND AS NETWORK 13
Chapter 1 Beyond Publishing 15
Publisher’s Advantage 15
Redefining the Audience 16
Keeping in Touch 17
Telling Stories 17
Beyond Publishing 18
Notes 19
Chapter 2 Social Media Is an Octopus 21
Marketing 22
Customer Relations 23
Public Relations 25
Crisis Management 26
Journalism 27
Media 28
Politics 31
Search 32
Vanishing Act 33
Notes 34
Chapter 3 Social Media Is a Complex System 37
Who Owns Social? 38
Cross Channels 40
Anywhere and Everywhere 40
A Holistic Approach to Social 41
Notes 42
Chapter 4 The Brand Network 43
Think Like a Network 43
Channel Architecture 46
The Grid 48
Notes 53
Chapter 5 Business Solutions 54
Social Commerce 55
Brandfluence 56
Advocacy 59
User-Generated Content 60
Gaming 62
Paid Social 63
Notes 65
SECTION II THE VALUE OF THE NETWORK 67
Chapter 6 Higher Highs and Higher Lows 69
Paid, Owned, and Earned Media 69
Extending the Life Span of Content 71
Notes 72
Chapter 7 Amplification 73
Tent Poles 73
Extending Conversations 75
Notes 78
Chapter 8 Continuity 79
Channel Architecture 80
Brand Channel Management 83
Community Management 84
Breaking Through the Clutter 86
Notes 87
Chapter 9 Operations 89
Technology 89
Talent 90
The Network Team 92
SECTION III AUDIENCE FIRST 97
Chapter 10 Building Bridges 99
Social Is Global 99
Passion Points 100
A Lot to Learn 102
Notes 105
Chapter 11 Welcome to the Party 106
Meeting Expectations 106
Welcome to the Party 109
Listen First, Sell Later 110
The Opening Line 111
The Right Fit 112
Influencers and Advocates 113
Notes 115
Chapter 12 Mutual Priorities 116
In Sync 116
Stick to the Point 117
Notes 118
Chapter 13 Audience Insights 119
Mashing Up Strategy and Analytics 119
Take the Time to Listen 121
Setting Standards 123
Success Tracking and Evaluation 123
Content Optimization 124
Audience Insight Analysis 125
Notes 126
Chapter 14 The Art and Science of Listening 127
Social Personas 128
Listening Tools 129
Audience Truths Are Brand Truths 130
The Engagement Point 131
Consistent Conversations 132
Notes 134
SECTION IV CONTENT IS CURRENCY 135
Chapter 15 Content at the Speed of Culture 137
Internet Time on Steroids 138
Caught Short 140
Faster Equals More 141
A Matter of Control 142
Notes 145
Chapter 16 Content That Connects 146
Design for Social Media 146
Interactive Technology for Social 149
Video for Social Media 150
Development and Production Slates 151
Notes 153
Chapter 17 The Creative Process 155
Building a Franchise 155
Campaigns Come in Two Parts 156
Target Audiences 156
The Social Ecosystem 157
In the Moment 159
Learning As You Go 160
Making Connections 160
Spheres of Influence 160
Filling the Gap 165
Notes 166
Chapter 18 Taking Measure 167
Three Decision Pillars 168
Inspiration 169
Distribution 170
Scorekeeping 172
A Work in Progress 172
Notes 173
SECTION V LOOKING AHEAD 175
Chapter 19 Looking Out 177
Emerging Social Markets 177
Mutual Relationships 179
Going Mobile 180
Doing Social Business around the World 181
Notes 185
Chapter 20 Looking In 186
Toward the Social Organization 186
Notes 189
SECTION VI EPILOGUE 191
Chapter 21 The Question 193
Scott Monty: Global Digital and Multimedia Communications Manager, Ford 194
B. Bonin Bough: Vice President of Global Media and Consumer Engagement, Mondelez International 196
Leslie Reiser: Director of WW Digital Marketing, IBM General Business 199
Rikard Steiber: Global Director of Mobile and Social Ads, Google 201
Reggie Bradford: Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, Vitrue 204
Sharon Feder: Chief Operating Officer, Mashable 206
Mike Edelhart: President of the Pivot Conference and Social Week in New York 209
Karen Spiegel: Senior Vice President, Managing Director of Marketing and Communications, R/GA 211
Karen Robinovitz: Cofounder and Chief Creative Officer, Digital Brand Architects 214
Stephanie Agresta: Global Director of Social Media and Digital, MSLGROUP 216
Ian Schafer: Chief Executive Officer and Founder, Deep Focus 218
Joe Burton: President and Chief Operating Officer, SocialChorus 220
Alan Osetek: Global President, Resolution Media, an Omnicom Media Group Company 224
Index 227
About the Author :
AVI SAVAR is the founder and Chief Creative Officer of Big Fuel, a pure-play social media agency designed for the needs of large brands. Since 2004, Big Fuel has helped brands navigate the world of social media and branded content. Today, Big Fuel is one of the largest pure-play social media agencies globallywith over 100 employees and clients that include Burger King, Best Buy, Starwood, T-Mobile, Chase, Microsoft, Gore-Tex, H&M, Samsung, Clorox, and Budweiser. In June 2011, Avi led Big Fuel to a successful acquisition by French media giant Publicis Groupe, giving Big Fuel a global footprint. Prior to founding Big Fuel, Avi was a television producer, creating and developing breakthrough entertainment programming for ABC's Good Morning America and networks including MTV, VH1, Showtime, Fox, and USA. A sought-after industry spokesperson, Avi was recently named President of the inaugural Cannes Lions Branded Content Jury and is a board member of the Social Media Advertising Consortium (SMAC).
