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BIG FUEL FROM CONTENT TO COMMERCETM 1
H ello!
Avi Savarfounder & chief creative officer
big fuel
[email protected]@avisavar
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Tom Teicholz is an award winning journalist who has consulted to and created video and written content for Intel, The Museum of Tolerance, The Milken Foundation, Universal and Fox/TV Studios and whose work has appeared in The New York Times Sunday Magazine, The Daily Beast, The Huffington Post and PurpleClover.com. @TomTeicholz
Avi Savar is Chairman, Founder & Chief Strategy Officer of Big Fuel, a pure-play social media agency. In June 2011, Avi led Big Fuel to a successful acquisition by French media giant Publicis Groupe, giving Big Fuel a global footprint. Within Publicis, Big Fuel is a part of Starcom MediaVest Group, where it continues to influence the shape of brand communications and media for the world’s leading companies. @avisavar
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BIG FUEL FROM CONTENT TO COMMERCETM 2
CONTENT TO COMMERCE
product st ories(in the context of passion points)
people st ories(dr iving with passion points)
CONTENT IS THE CURRENCY THAT FUELS CONVERSATION BUILDS COMMUNITY AND DRIVES COMMERCE
PRODUCT STORIESPEOPLE STORIES product st ories(in the context of passion points)
people st ories(dr iving with passion points)
BIG FUEL FROM CONTENT TO COMMERCETM
A BRAND’S ROLE IN SOCIAL
3
Act like a publisher, not a brand.
Lead with “people stories” not “product stories”
Advocate on behalf of your audience. They come first.
Create content at the speed of culture
All for the ult imate object ive:
Build and Grow your “Brand Network”
BIG FUEL THE BIG FUEL WAY 7
HIGHER HIGHS
HIGHER LOWSHIGHER LOWS
DRIVING HIGHER HIGHS & HIGHER LOWS
THE VALUE OF THE NETWORK
BIG FUEL THE BIG FUEL WAY
DELIVERING SOCIAL @ SCALE
OPERATIONALIZING THE NETWORK
9
BIG FUEL THE BIG FUEL WAY
THE NETWORK MODEL Must address key challenges
10
Strategic framework and organizing
principle STRUCTURE
Make the most from exist ing opportunitiesALIGNMENT
Drive efficiency and consistent resultsREPEATABILITY
Stay focused on what mat ers mostDISCIPLINE
BIG FUEL THE BIG FUEL WAY
THE NETWORK MODEL Must address key challenges
14
Clearly defined Network GridSTRUCTURE
Focus on key Tent-PolesALIGNMENT
Formalized Business SolutionsREPEATABILITY
Deliver value against Brand PrioritiesDISCIPLINE
BIG FUEL THE BIG FUEL WAY
THE GRID PULLS IT ALL TOGETHER:
19
MediaTent-Poles
StrategicPlatforms
BrandPriorities
Creat ivePrograms
‣ Highly supported “events” or culturally
relevant moments
‣ Long-term “business solut ion” or
method of delivery
‣ Brand init iat ives, priorit ies and
messages
‣ High-impact / results-oriented creat ive
campaigns
The Cultural Moment
in Time
The Method
The Focus
Content
BIG FUEL THE BIG FUEL WAY
THE NETWORK MODEL
22
‣ Build and grow your brand network
‣ Higher highs. Higher lows.
‣ Organize and program like a TV executive
‣ Connect key tentpoles to brand priorit ies
‣ Creative campaigns delivered through strategic business solut ions
‣ Optimize and live in real-t ime
In summary...
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