eday2011 - richard sambrook - edelman
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“When every Company is a Media Company...”
Richard SambrookChief Content Officer
People spend time online with Content
Time spent on web
Published ContentSocial MediaEmailOther
2Source: Nielsen/Aol survey 2010
Content is Social
• 23% of social media
messages include links to content
• 27,000,000
pieces of content are shared per day
• Messages about a specific industry are twice as likely to contain links to content
• More than half of those include a product or brand name mention
3Source: Nielsen/aol survey 2010
Edelman, London, June 2011 4
Content is Infinite
Attention Remains Finite
Stories are More
Important Than Ever
Transmedia Storytelling
Across all forms of media- a 360 degree expression of a great idea
8
Video Text
TV
On-line
MobileAudio
Radio
TEXT
TV
WEB
MOBILEAUDIO
VIDEO
RADIO
CONTENT
Transmedia Storytelling Spans The Media Cloverleaf
TRADITIONAL
OWNED
HYBRID
SOCIAL
10
Search loves visual content
Editorialising Brands
Transparency – drives Trust
Publisher mindset – drives value
Proactive updating – drives engagement
Findable and sharable – drives traffic
Every Company is a media company