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THINK LIKE AN EDITOR: HOW TO USE SOCIAL MEDIA TO PUBLISH YOUR OWN STORIES Dimitris Savvakos, Creative Director, OgilvyOne Athens
Social Media today
Would You Build a House on a Land You Don’t Own?
Time to move…
from Social Media
Strategy
to Content Strategy
Branded Content = The merger between advertising and entertainment through film, music, documentaries, online articles, and television.
168% more powerful at driving
purchase preference
92% more effective than
traditional advertising
Branded Content
So what is the role of Social Media?
Branded ContentSTORIES DISTRIBUTION
Social Media
Branded Content
STORIES DISTRIBUTION
Social Media
+ =
News Publishers
From Marketing to Publishing
The problem Now that everyone is a publisher how are you gonna make your content stand out?
Become Anna Wintour!
THINK LIKE AN EDITOR 4 tips to become a successful online publisher
Be strict on the things you publish
Tip 1
“There’s content I want to read and content I don’t.”
Seth Godin
Is my content good enough to get published?
Tip 1
Move from storytelling to story editing
Tip 2
Manage your content from an editorial standpoint.
"People respond well to those that are sure of what they want."
Anna Wintour
Φωτογράφισε και ανέβασε το φρικτό δώρο σου µε hashtag
#KanenaGusto
Hijack the newsTip 3
Use the news to tell your own stories.
Learn your audienceTip 4
“Understanding the medium that you’re communicating through is key because today the medium really is the message.” Noah Brier
(Think like an EDITOR).
Hijack the News
Move from storytelling to Story editing
Be strict on the things you publish
Learn your Audience
“Why doesn’t Gillette just build the most important online magazine for men, one that’s more important and more read than GQ or Esquire?
Because in a zero-marginal-cost world, it’s cheaper than ever for them to do that.”Seth Godin
