The future of brands as media

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

Content Curator ?

“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