Organizations are transforming to become effective digital publishers by embracing digital publishing which is less expensive than TV ads, putting processes in place to publish timely and relevant connected content, and by letting go of overly meticulous oversight and control to allow communities to form and conversations to develop organically. They are advised to create an ecosystem where different business units can publish, engage in conversations to remain relevant, and embrace both positive and negative feedback from their communities.

1. TRANSFORMING ORGANIZATIONS INTO PUBLISHING MACHINES

2. How are organizations transforming to become effective digital custom publishers?

3. www.sempo.org www.dfwsem.org

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 [email_address] @robgarner 214.676.2089