Learn basic concepts you need for maintaining a consistent user experience across channels when creating content that supports your brand and furthers your sales process.

1. Building a Brand in a
Multi-Platform/Multi-Channel
World
Ahava Leibtag
President
Aha Media Group
March 20, 2014

2. @ahavaL #gnovicon

3. Every minute…
• YouTube users upload 48 hours of
video
• Facebook users share 684,478 pieces
of content
• Instagram users share 3,600 new
photos
• Tumblr sees 27,778 new posts published
@ahavaL #DCWWSS 3

4. Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
@ahavaL #DCWWSS 4

5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
@ahavaL #DCWWSS 5

6. Who are they?
• 52% of US laptop owners also have a
smartphone
• 31% of US smartphone owners have a
tablet
• 13% of Americans own a laptop, tablet
and smartphone
@ahavaL #cmworld

7. Where are they?
@ahavaL #cmworld

8. Where are they?
@ahavaL #cmworld

9. When are they?
@ahavaL #cmworld

10. @ahavaL #cmworld

11. To build an audience of
50 million
58 years

12. To build an audience of
50 million
58 years
14 years

13. To build an audience of
50 million
58 years
14 years
4 years

14. To build an audience of
50 million
58 years
14 years
4 years
3.6 years

15. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore

16. To actually improve user
experience in a sustainable
way—that is, while achieving
business goals—we need to
help organizations deal with the
revolutionary changes that the web has
created in their business models,
operational structures and customer
relationships. Denial isn’t a strategy.
-Jonathan Kahn
(@lucidplot)
@ahavaL 16

17. BUILD A BRAND

18. All organizations need to know:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say it?
• Where do you say it?
@ahavaL 18

19. Challenges
1. Lack of strategy
2. Changing environments
3. Dysfunctional Infrastructure

20. Lack of Strategy

21. @ahavaL 21

22. Changing Environments

23. www.ahamediagroup.com

24. Dysfunctional Infrastructure

25. #uievs @ahaval 25

26. #uievs @ahaval 26

27. #uievs @ahaval 27

28. @ahaval 28

29. @ahaval 29
PRITUX
Executive
Leadership
Marketing
Customer
RelationsVisual
Design
Sales

30. @ahaval 30
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
WebsitesApps
Blogs
Email
Marketing

31. @ahaval 31

32. @ahaval 32

33. You need a lot of people.
With a lot of talents.
In different areas.
@ahaval 33

34. New Demands
• Interdisciplinary
• Technical skills
• Writing skills
• Soft skills
• Team skills

35. BUILD AN AUDIENCE

36. #uievs @ahaval 36

37. Challenges
1. Format
2. Context
3. Consistency
4. Distinction

38. FORMAT

39. @ahaval 39

40. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
@ahaval 40

41. VS.
(DON’T GET CONFUSED)
@ahaval 41

42. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
@ahaval 42

43. @ahaval 43

44. @ahaval 44

45. No Ownership over Information
1. Information: What are we trying to
say?
2. Format: What types of content will
they respond to best?
3. Distribution: Where do they spend
their time? (What are their watering
holes?)
@ahaval 45

46. @ahaval 46

47. CONSISTENCY

52. @ahavaL #siteimprove 52

53. @ahavaL #siteimprove 53

54. Consistent User Experience
Across Channels
@ahavaL #siteimprove 54

59. CONTEXT

60. @ahavaL #cmworld

61. @ahavaL #cmworld

62. @ahavaL #cmworld

63. @ahavaL #cmworld

64. @ahavaL #cmworld

65. Context
The way people use their screens
creates a different environment and
therefore, different content.
You need to talk to people differently
based on their context.

66. DISTINCTION

70. Who said?
Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.

72. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL #siteimprove 72
THANK YOU!