1. TRANSFORMING ORGANIZATIONS
INTO PUBLISHING MACHINES
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2. How are organizations transforming to
become effective digital custom
publishers?

3. www.sempo.org www.dfwsem.org
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4. Let’s hear what they say and do.

5. Can’t say who said it, but it might be marketing
execs from one or more of these brands…

6. “You sense it is the right moment for a
change, and this is one of those times."

7. “Digital publishing was an easy choice.
TV ads are expensive. The budget was
small enough that we didn't even think
much about it."

8. “Consumers want you to weigh in on
topics that are broadly relevant to your
expertise."

9. “If you do not respond instantaneously,
you are no longer part of that
conversation."

10. “You can’t just be a publisher, you have to
be a participator."

11. “A big question - who should publish? Business
unit, legal, marketing, customer service?
The answer is to create an ecosystem for
everyone."

12. “Put in place a process to publish relevant,
timely, and connected content."

13. “Our first blog post took 3 weeks. We struggled
over the first post. We thought we were writing
War and Peace. The crazy thing it was the least
read post ever.

14. The first 50 posts don’t matter because no one is
viewing yet.

15. Use this period to find your voice, and
don’t sweat as much over it.”

16. “Let go – gradually, but not entirely."

17. “Embrace both the negative and the
positive."

18. “Community management is critical."

19. “Tell the risk managers to chill out. Nicely."

20. “Don’t micromanage it…
… let it be."

21. THANK YOU
Rob Garner
VP, Strategy
iCrossing.com
Rob.Garner@icrossing.com
@robgarner
214.676.2089
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