@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
