The future of brands as media
Guillaume Decugis Co-Founder & CEO Scoop.it @gdecugis
Communication back then Th e Fa m ou s The Storytellers
The Rest of Us
@gdecugis
“One to Many”
Media creation & distribution 1000 BC
1200 AD
1848 AD
Distribution ďƒŹ @gdecugis
Mass Media. Mass distribution, narrow creation. 1923
1940
1969
Distribution @gdecugis
Internet > Mass Media
Mass Distribution
Mass Creation @gdecugis
Information overload I’m talking to you!
I’m looking for you!
@gdecugis
Attention scarcity transformed content strategies
“Content is king” Bill Gates Microsoft
“Brands must become media to earn relevance” Brian Solis Altimeter Group @gdecugis
A race to great content
@gdecugis
Where not even the sky is the limit
@gdecugis
Communication post Web 2.0 All of Us
Opportuni ty
@gdecugis
Content Curator ? “Someone who finds, groups, organizes and shares the best and most relevant content on a specific issue” Rohit Bhargava Influencial Marketing Group
“A Web Super Hero” Steve Rosenbaum Curation Nation @gdecugis
Yes but does it work?
@gdecugis
Who are the new media rock stars? • Huffington Post: some creation, 3,000 contributors and a lot of curation – acquired for $315M by AOL • BuzzFeed: “We have a team working to understand why we share things” – 133M monthly uniques, $120M revenue projected for 2014 • Upworthy: curation, editing and… linkbait – 30M monthly uniques @gdecugis
Scoop.it today 100M+ Cumulated unique visitors in 2 years
50M+ Curated content items
Weekly Traffic
@gdecugis
Content curation
What’s in it for brands? @gdecugis
Engage an audience daily Orange Engage Facebook & Blog followers. Curated news channel added to Facebook and inside.orange.com
@gdecugis
Laser-focus on an audience segment La Poste Address e-commerce owners. Curated news channel integrated within ecommerce section of laposte.fr. 7x traffic growth in 3 months
@gdecugis
Make it a conversation EDF Problem: is my own content credible? Solution: Bring perspective and objectivity by adding curated content to edf.com corporate site.
@gdecugis
Build a community University of San Francisco Make students and faculty contribute to the brand’s message “Change the world from here”. Curate from the best from #usfca hashtag on Twitter, Instagram, Facebook… ~1,000 contributors in 9 months.
@gdecugis
The question is no longer if brands should become media
But how? @gdecugis
Become Media companies‌
‌ who monetize by selling soft-drinks / [Insert Product Name Here] @gdecugis
Be a post Web 2.0 media
All of Us
Your Brand
@gdecugis
Thank you! Guillaume Decugis Co-Founder & CEO Scoop.it
Learn More
@gdecugis