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Brand or Publisher? Walking the Authenticity Tightrope Jenn Eldin

Brand or Publisher? Walking the Authenticity Tightrope Jenn Eldin Digital Innovation & Content Strategy American Express OPEN @ JennEldin Jennifer.C.Eldin1@aexp.com. An example of groundbreaking content… Can brands really do this?.

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Brand or Publisher? Walking the Authenticity Tightrope Jenn Eldin

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  1. Brand or Publisher? Walking the Authenticity Tightrope Jenn Eldin Digital Innovation & Content Strategy American Express OPEN @JennEldin Jennifer.C.Eldin1@aexp.com

  2. An example of groundbreaking content… Can brands really do this? “Snow Fall” is now a verb.  Everyone wants to snowfall now, every day, all desks. To “snowfall” means to tell a story with fantastic content that is absolutely organic to the storytelling itself. The story originated from the sports desk – and took months and months and months of time – but Snow Fall-type projects can come from anywhere Pulitzer Prize 3.5 million page views in 6 days Jill Abramson, Executive Editor The New York Times

  3. Witness: A Red Bull Explosion vs. 3.5 million page views in 6 days 50 million page views in 4 days Branded content generated 15x the engagement in 2/3 the time!

  4. The Problem OPEN Forum is Solving Nearly 60% of small businesses fail within four years.

  5. OPEN Forum’s Mission Power the success of small business owners

  6. A Snapshot of Forum Today • 50+ pieces of content weekly • Millions of page views annually • 200+ expert contributors • Topics laser focused on SBO needs & interests • 195K+ Twitter Followers RELEVANCE REACH • Thousands of • Community Members • Videos, infographics, articles, slideshows • Forum users are 83% • more likely to recommend American Express • Dozens of Awards 6

  7. OPEN Forum Homepage OPEN Forum Community 7

  8. Keys to Brand Authenticity Drop the hard sellFigure out what your customer actually wants - and give it to themBe true to your strengths Don’t outsource everythingContent is NOT a campaign #1 #2 #4 #5 #3

  9. Drop the hard sell: Set and reinforce clear guidelines Guidelines for Powerful Branded Content • Practical, actionable advice • Spark curiosity • Written by experts • Conversational • Avoid excessive brand and product mentions

  10. NEW: Marked branded placements Drop the hard sell: Set and reinforce clear guidelines Description of Branded Content & OPEN Voice OPEN Voice

  11. Figure out what your customer actually wants – and deliver it to them Amex Brand Fit To determine customer needs, we evaluated topics with these lenses. We continue to evolve the topics we cover based on real-time data. SBO Needs Research Analytics (Web & Forum) Editorial Expertise

  12. Be true to your strengths

  13. Don’t outsource everything

  14. Content is NOT a Campaign… Respond real-time and invest in the long haul Shares/PV Pick a core benchmark, and monitor it consistently. Set a range of success. 50 Analytics Editorial Team Range of success * 25 100 *Illustrative

  15. TRUE TO THEIR STRENGHTS Authenticity the Warby Parker way “60% of consumers are under age 40 consult social media when making purchase decisions and care about causes”-Nielsen CUSTOMERCENTRIC SOFT SELL

  16. Authenticity the General Electric way TRUE TO THEIR STRENGHTS SURPRISE AND DELIGHT ONGOING COMMITMENT TO CONTENT EXCELLENCE

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