If last year was the year of "brand as publisher," 2013 is the year of 'brand as newsroom." Marketers are deeply committed to building branded content but this new language acknowledges the pace that is required to keep content relevant in a Twitter-paced information economy. In this discussion, HuffPost's Janet Balis will share key lessons learned that inform how brands can think about the connection between content, social and paid media strategies. Presenter: Janet Balis, publisher, The Huffington Post @digitalstrategy

1. “BRAND AS
NEWSROOM”;
REAL-TIME MARKETING
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STRATEGIES

2. THE HUFFINGTON POST
LIVE STREAMING
CORE SITE MOBILE
VIDEO
CANADA UNITED KINGDOM
ITALY COMING SOON:
MAGHREB
UNITED STATES SPAIN JAPAN
BRAZIL
FRANCE
And more.
76M UV’S

3. EDITORIAL
NEWS & BUSINESS 38M
LIFESTYLE 25M
ENTERTAINMENT 21M
TECH & INNOVATION 11M
Source: Comscore December 2012

4. 30.2
ENGAGEMENT
28.9
Average Minutes Per Visitor
20.3
18.4
17.1
10.8
9.9 9.1 9.0
8.6
6.3 7.8 7.6 8.1 7.3
4.9
NEWS & BUSINESS LIFESTYLE
ENTERTAINMENT TECH & INNOVA
Source: Comscore December 2012

5. 10 LESSONS FOR
BRANDS
FROM THE HUFFPOST

6. REAL-TIME PACE

7. 1600 articles…every 58
seconds

12. ART + SCIENCE

14. SYNDICATION NOT
DESTINATION

15. 50%
lift in recall
6X

16. SOCIAL CONTENT

17. MORE SHARING MORE FINDIN
#1 2M+
MOST SHARED
CONTENT ON FACEBOOK THE SOCIAL DAILY REFERRALS
FROM FACEBOOK
81M+ FLYWHEEL 800K+
SOCIAL ACTIONS DAILY REFFERALS
PER MONTH FROM TWITTER

18. PARTICIPATION
GENERATION

21. VIDEO

22. “Stoke Factor”

23. 41M monthly video
Bill Maher, John Cusack, Sen. Rand Paul, 50 Cent, Tom
views Friedman, Mayor Bloomberg,
Tyra Banks, Michael Moore, Harry Shearer, Shaq O’Neil, Newt
Gingrich, Smokey Robinson, Paul Krugman, Hulk Hogan, RFK, Jr,
Joy Behar, Cory Booker, Dan Rather, Nick Cannon,
Larry King, Jon Huntsman, Jackie Collins, Grover Norquist, Dr.
Oz,
Sen. Ron Wyden, Oliver Stone, John Leguizamo, Gordon

24. CROSS PLATFORM

26. GLOBAL

28. TECHNOLOGY
MATTERS

29. BRAND AS NEWSROOM
CONTENT TECHNOLOGY AUDIENCE
Seamless
syndication
Organic Integrated
traffic social
HUFFPOST Real-time
Real-time
content BRANDED analytics
CONTENT PLATFORM

30. ITERATION

31. INFLUENCE.
IMPACT.
INNOVATION.