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Your Company Must Become a Media Company

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Shel Holtz
Shel Holtz

Shel Holtz's presentation at the 2011 IABC World Conference. This is meant to serve as speaker support and is not designed as a standalone presentation. However, you can view the presentation while listening to the audio at the podcast, "For Immediate Release."

BusinessTechnologie
1 von 76
Your company mustbecome amedia company! Shel Holtz, ABC
Why??
Welcometo theSplinternet
Pew Research Center:2011 Annual Report on American Journalism Every news platform stalled or declinedexcept the Web Newspaper newsrooms are 30% smaller than in 2000
Pew Research Center:Project for Excellence in Journalism Shorter story cycles Still a top story a week after breaking: 5% on Twitter 9% on YouTube 13% on blogosphere 50% still in the mix in traditional news
Pew Research Center:Project for Excellence in Journalism Big stories online ≠ big stories mainstream Over a 29-week period, YouTube, blogs and Twitter shared the top story only once(Iranian election unrest) Social media =broader range of coverage Science, technology, education, green issues, consumerism, religion and off-beat stories
But we’realready doingcontent!
More than just marketing! It… Tells your company’s stories Answers questions Inspires Simplifies complex ideas Influences behaviors / actions Entertains Reinforces beliefs Builds community Inflames passions Manages expectations Builds (or damages) trust CONTENT:
Collaboration, opennessand the link cultureare the rules of contentin the digital era
Media Companiesare Adept At…
Video
Even somebody else’s video…
Audio
Print
Graphics and Infographics
Media Portals
Braided/embedded journalism
Sharing assets
Engagement Increasingly an expectation Common on mainstream media sites
Transmedia Storytelling
Mobile
The Law of Mobility The value of anyproduct or service increaseswith its mobility
Assumption: To use a product or service, you access it from a fixed location.
Curated Contentas Media
It’s not information overload. It’s filter failure. -- Clay Shirky
Curation Process (Simplified) Identification Collection Documentation Context Display
$ From freeto thousandsper year
$1,500/mo $99/mo $3,000/yr Call for pricing $3-$25K+ /yr
Curation Communication
Internal Communications Company/competitor/industry/marketplace news Vital professions Company positions and statements Internal events Employee blogs Projects Initiatives Wellness Sustainability
The rise of the content strategist
Content Strategists achieve business goals by maximizing the commercial impact of content
Job qualifications
Whycan’t youwait?
Questions? ,[object Object],Phone: 415.367.3820 Email: shel@holtz.com Web: www.holtz.com Blog: blog.holtz.com Podcast: www.forimmediaterelease.biz Skype: shelholtz Twitter: @shelholtz FriendFeed: shelholtz 2nd Life: Shel Witte Copyright applies to this document – some rights reserved. This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0

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