sis 2011 - transforming organizations into publishing machines - rob garner - icrossing
TRANSCRIPT
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TRANSFORMING ORGANIZATIONS
INTO PUBLISHING MACHINES
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How are organizations transforming to
become effective digital custom
publishers?
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www.sempo.org www.dfwsem.org
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Let’s hear what they say and do.
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Can’t say who said it, but it might be marketing
execs from one or more of these brands…
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“You sense it is the right moment for a
change, and this is one of those times."
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“Digital publishing was an easy choice.
TV ads are expensive. The budget was
small enough that we didn't even think
much about it."
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“Consumers want you to weigh in on
topics that are broadly relevant to your
expertise."
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“If you do not respond instantaneously,
you are no longer part of that
conversation."
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“You can’t just be a publisher, you have to
be a participator."
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“A big question - who should publish? Business
unit, legal, marketing, customer service?
The answer is to create an ecosystem for
everyone."
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“Put in place a process to publish relevant,
timely, and connected content."
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“Our first blog post took 3 weeks. We struggled
over the first post. We thought we were writing
War and Peace. The crazy thing it was the least
read post ever.
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The first 50 posts don’t matter because no one is
viewing yet.
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Use this period to find your voice, and
don’t sweat as much over it.”
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“Let go – gradually, but not entirely."
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“Embrace both the negative and the
positive."
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“Community management is critical."
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“Tell the risk managers to chill out. Nicely."
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“Don’t micromanage it…
…let it be."
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THANK YOU
Rob Garner VP, Strategy
iCrossing.com
@robgarner
214.676.2089
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