OBJECTIVE

To become a Social Business within the next 5 years, by expanding the principles of

social communication throughout the organization

Integrate social media with broadcast content and apply the

principles of social communication to both

All content must be social

Make the audience our medium

and socialize with them

i.e. give them great content

and let them share it

Why this works

In order for content to be social,

it must be relevant to our audience

RELEVANCE

Only if it is relevant to our

audience will it have impact

Greater impact makes it easier to monetize our video content, which will in turn

grow revenue

IMPACT

REVENUE

=AARP behaving like a

socially integrated business

all content is viewed through social lens.

Social is no longer just a channel.

INTERNALLY:

integrated and shareable content

EXTERNALLY:+

and eventually…

Social content becomes

sought after content.

How do we get there?

Title Text

Focus the team on external communication

STEP 1

Outsource some content creation as well as community

management in order to create internal specialists

Merge the broadcast & social teams to form

one multi-disciplinary &

cross-collaborative team

STEP 2

STEP 3

AARP

STUDIOS

Stories That Matter

VP of AARP Studios

Director of Media

& Community

Development

Director

Managing

Content Editor

Training AdvisorCommunity Marketing

Senior AdvisorAnalytics Advisor

AARP STUDIOS TEAM

Strategist

Multi-Media Producer 1

Multi-Media Producer 2

Project Coordinator

Strategist

Multi-Media Producer Project

Coordinator

Strategist

Multi-Media Producer Project

Coordinator

REASON FOR BEING: REAL POSSIBILITIES

TYPE OF CONTENT:

Staggered

TYPE OF CONTENT:

Big Audience

TYPE OF CONTENT:

Always On

Primary Goal: Subscribers

Secondary Goal: Engagement

Primary Goal: Engagement

Secondary Goal: Views

Primary Goal: Views

Secondary Goal: Engagement

CHANNELS:

YouTube, FB, Instagram

CHANNELS:

YouTube, FB, Vimeo

CHANNELS:

Twitter, Blog, Website

Example:

Beauty & Health

Audience: Women 50+

Passion Point: I care about the

way I look, but I m not

‘Maybelline young’

’

Example:

Music

Audience: Ageless

Passion Point: Music is a universal

language and a way to connect

people

Example:

Caregiving

Audience: Gen X

Passion Point: Need trusted

advice on how to look after their

parents / grandparents as they

age

#1

Reason for Being Determine what AARP community

content stands for

Community Content Strategy:

#2

Audience Defi nition Focus eff orts digitally on trying to reach multiple niche audiences instead of one

broad audience

Community Content Strategy:

#3

Quality vs Quantity Produce fewer pieces of

content, but ones with legs

Community Content Strategy:

’

Community Content Strategy:

#4

Show dont tellUsing insightful stories, show people

AARP's value instead of telling them

#5

Evergreen Content Perpetually relevant content, not news

Community Content Strategy:

# 6. Shares, not viewsEverything AARP produces should be shared whether to entertain, inspire, or educate. It

must be good enough for people to talk about.

#6

Shares, not views Everything AARP produces should be shared

whether to entertain, inspire, or educate.

It must be good enough for people to talk about

Community Content Strategy:

The Road Map

Team Merger & Strategic Development

2014

Production of best-in-class integrated community content

Content Sponsorship

AARP sought after content

2015

2015-2016

2017-2018

THANK YOU.