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In 2007, Scott Gant declared: we're all journalists now. Now, five years later, being a lone journalist is not enough. For brands and organizations to remain relevant in the news cycle and with their audiences, becoming well-oiled publishing machines is a necessity. In this presentation, former JESS3 co-founder and President, Leslie Bradshaw, shares her insights on how to approach the monumental task of creating around-the-clock content for an always-hungry digital world. Her three-tiered approach to content creation is the secret sauce: content that is pre-made for day-to-day, ready to wear for week-to-week and bespoke for a larger impact. Originally presented for the Mediabistro Social Media Boot Camp seminar "Storytelling Through Social Media" on March 1, 2012.
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We’re all journalists now.
Scott Gant, 2007We're All Journalists Now: The Transformation of the Press and Reshaping of the Law in the Internet Age
Brands are media companies now.
Commonly Said, 2011 - 2012See especially: Red Bull, Intel and American Express
We’re all publishing companies now.
Takes the concept of journalismAnd adds process, volume and scale
The devil is in the details. Brands aren’t set up to be publishers. They don’t necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience.
Josh Sternberg, DigidayJanuary 25, 2012
Today and throughout the Mediabistro Social Media Boot Camp experience, we are going to help you overcome these challenges.
We've gone from being exposed to about 500 brand messages a day back in the 1970s to as many as 5,000 a day today.Jay Walker-Smith Yankelovich Consumer Research
See: 5,000
Engage: 76
Recall: 12
Act on: 5
Yankelovich Consumer Research
See: 5,000
Engage: 76
Recall: 12
Act on: 5
Yankelovich Consumer Research
you have to be the
0.1%
You have to create breakthrough content to be noticed.
How? Follow the right processes and formulae.
edgy
star power
humor
by: 72 and sunny
for: K-Swiss
mocumentary
zeitgeist
humor
by: john st.
for: themselves
You have to create work that provides value to be shared.
informative
star power
timely
by: JESS3
for: Wikipedia’s 10th Anniversary
Eloqua - The Social Media ProBookhttp://jess3.com/the-social-media-probook/
social media pros giving pragmatic insights
visualized in a “Mad Men Yourself” style
The State of the Internethttp://jess3.com/the-state-of-the-internet/
the growth of the internet and
social media’s role
visualized in a 5 minute video
Animated Study on Women’s Economic Opportunity for The Economisthttp://jess3.com/womens-economic-opportunity-index/
150 page white paperby The Economist
visualized in a 6 minute video
Washington Post - The Future of Domainshttp://jess3.com/the-future-of-domains-icannlove/
ICANN’s new TLDs vs.
the “old” TLDs
told through a decaying city / burgeoning city
paradox
Creating compelling content has become a necessity for brands.
TV Ratings 101 for ESPN (Puppets & Papercraft)http://jess3.com/espn-tv-ratings-101/
how TV ratings work
told through puppets and papercraft
told through a behind the scenes
Stop Motion Animation for Gmailhttp://jess3.com/gmail-stop-motion-animation-video/
Gmail’s fidelity from web to mobile
told through papercraft and stop motion animation
told through a behind the scenes
Creating content for brands is a delicate balance between business objectives, creativity & user goals.
http://www.flickr.com/photos/opensourceway/4639590640/sizes/l/in/photostream/
The only important thing about design is how it relates to people.
Victor PapanekDesign for the Real World: Human Ecology and Social Change (1971)
Top 5 reasons building an arsenal of templates makes sense for you:1. Scaleable resource.
2. Able to deploy quickly and efficiently.
3. Socially snackable; will show up as social graph share images and can be re-purposed by others, while retaining your stamp.
4. Enhances editorial content, reinforcing its thesis, supporting data and overall argument.
5. Smart media brands rely heavily on editorial templates. Brands like Bloomberg, The Economist and WSJ have set the standard for smart, branded assets that accompany their editorial. Follow their lead.
41
Overview of how the graphics are integrated with their editorial. These "spreads" are heralded as some of the best because of their attention to editorial design.
42
The layout and information flow is interesting and unique, while still ensuring that the colors and textures are distinctly Bloomberg BusinessWeek.
43
Lists and tables of contents don't have to be relegated to text; Bloomberg BusinessWeek shows us that visual
design can help spice up any information (and layout!).
44
Data-driven design is a part of Bloomberg's overall style. It is smart, trendy and modern. Consider levering this for your own brand.
45
Notice how the red in the lefthand corner ties it to The Economist's brand. Copy, colors and fonts also consistent with their publication.
How do you want to leave your (water)mark?
46
More complex chart graphics, but still on brand. Creates "snackable" assets for The Economist to share in social and
retain credit.
http://datavisualization.ch/showcases/visualizing-138-years-of-popular-science-magazine/
http://www.fastcodesign.com/1665220/infographic-of-the-day-what-are-the-darkest-parts-of-the-bible
http://www.openbible.info/blog/2011/10/applying-sentiment-analysis-to-the-bible/
http://jess3.com/foursquare-i-voted/
http://fastcache.gawkerassets.com/assets/images/9/2010/05/journalism.jpg
http://gizmodo.com/5846087/stop-already-with-the-fcking-infographics
http://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/149636/people-are-tired-of-bad-infographics-so-make-good-ones/
http://www.smashingmagazine.com/2011/10/14/the-dos-and-donts-of-infographic-design/
http://www.smashingmagazine.com/2011/10/21/the-do%E2%80%99s-and-don%E2%80%99ts-of-infographic-design-revisited/
http://www.digiday.com/publishing/brands-apply-for-content-curator-roles/
http://blog.junta42.com/2010/11/are-brands-ready-to-be-media-companies-4-steps-to-yes/
http://www.mediapost.com/publications/article/139613/
http://www.informationisbeautiful.net/
http://infosthetics.com/
http://dailyinfographic.com/
http://visual.ly/
http://www.behance.net/
http://dribbble.com/
http://forrst.com/
http://ffffound.com/
http://www.good.is/infographics
http://www.fastcodesign.com/
http://jess3.com/the-state-of-wikipedia/
http://jess3.com/eloqua-content-grid-v2/
http://flowingdata.com/
http://datavisualization.ch/
Big Data: The Next Frontier for Innovation, Competition and Productivityhttp://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf
New Ways to Exploit Raw Data May Bring Surge of Innovation, a Study Sayshttp://www.nytimes.com/2011/05/13/technology/13data.html?_r=2
For Today’s Graduate, Just One Word: Statisticshttp://www.nytimes.com/2009/08/06/technology/06stats.html
Creative Internet by Google Creative Labshttp://bit.ly/creativeinternet
Have You Restructured for Global Success?http://hbr.org/2011/10/have-you-restructured-for-global-success/ar/1
How Much Data Will Humans Create & Store This Year? [INFOGRAPHIC]http://mashable.com/2011/06/28/data-infographic/
FFunction - What is Data Visualizationhttp://blog.ffctn.com/what-is-data-visualization
Hal Varian on how the Web challenges managershttp://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286
Eric Schmidt: Every 2 Days We Create As Much Information As We Did Up To 2003http://techcrunch.com/2010/08/04/schmidt-data/