@gdecugis The future of brands as media Guillaume Decugis Co-Founder & CEO Scoop.it
The future of brands as media
Aug 11, 2014
This is a talk that our Co-Founder & CEO Guillaume Decugis gave at LeWeb 2013 and at the Cristal Festival in December.
While we've now seen the power of brand content, it remains very hard for even the largest brands to implement successfully. In addition, it doesn't solve the question of how to engage an audience on a daily basis. To do so, brands have to become media.
But how?
Very few companies can successfully become integrated media companies like RedBull for instance. Interestingly the media model itself changed over the last few years as we've seen with the success of the Huffington Post, BuzzFeed and Upworthy which all have in common that they don't produce all the content they publish. Content curation is the common keyword to these post Web 2.0 new media rockstars. In his talk, Guillaume considers the alternative it creates for brands and highlights case studies of successful implementations that leverage content curation as a way for brands to become media.
While we've now seen the power of brand content, it remains very hard for even the largest brands to implement successfully. In addition, it doesn't solve the question of how to engage an audience on a daily basis. To do so, brands have to become media.
But how?
Very few companies can successfully become integrated media companies like RedBull for instance. Interestingly the media model itself changed over the last few years as we've seen with the success of the Huffington Post, BuzzFeed and Upworthy which all have in common that they don't produce all the content they publish. Content curation is the common keyword to these post Web 2.0 new media rockstars. In his talk, Guillaume considers the alternative it creates for brands and highlights case studies of successful implementations that leverage content curation as a way for brands to become media.
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Transcript
@gdecugis
The future of brands as media
Guillaume DecugisCo-Founder & CEO Scoop.it
@gdecugis
Communication back then
“One to Many”
@gdecugis
Media creation & distribution
Distribution
1000 BC 1200 AD 1848 AD
@gdecugis
Mass Media. Mass distribution, narrow creation.
1923 1940 1969
Distribution
@gdecugis
Internet > Mass Media
Mass Distribution
Mass Creation
@gdecugis
I’m talking to
you!
I’m looking for you!
Information overload
@gdecugis
Brian SolisAltimeter Group
“Brands must become media to earn relevance”
Attention scarcity transformed content strategies
“Content is king”
Bill GatesMicrosoft
@gdecugis
A race to great content
@gdecugis
Where not even the sky is the limit
@gdecugis
Communication post Web 2.0
All of Us
Opportunity
@gdecugis
Content Curator ?
Rohit BhargavaInfluencial Marketing Group
“Someone who finds, groups, organizes and shares the best and most relevant content on a specific
issue”
“A Web Super Hero”
Steve RosenbaumCuration 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
Weekly Traffic
100M+ 50M+Cumulated
unique visitors in 2 years
Curated content items
@gdecugis
What’s in it for brands?
Content curation
@gdecugis
Engage an audience dailyOrange
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 e-commerce section of laposte.fr.
7x traffic growth in 3 months
@gdecugis
Make it a conversationEDF
Problem: is my own content credible?
Solution: Bring perspective and objectivity by adding curated content to edf.com corporate site.
@gdecugis
Build a communityUniversity 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
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