"Social Storytelling & Local Leadership"

1. STATION SUMMIT
Presented by Simon Mainwaring
CEO, We First Inc.

2. 1. Clarity
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2. Alignment
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3. Leadership

3. 1. Clarity

5. Movie Studios

6. Television Networks & Channels

7. Local TV Stations & Syndication (CBS)

8. Television Shows & Local Products

9. Social TV Ecosystem

10. Marketing Schizophrenia

11. Key takeaway:
Social media empowers local viewers
to become brand storytellers.

12. Question 1:
Identify one way to amplify
national marketing at the local level?

13. 2. Alignment

14. 1. Network
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2. Station
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3. Product

15. 1. Minimize viewer confusion
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2. Maximize reputation building
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3. Optimize marketing spend
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Benefits of Network/Station Alignment

16. Story

17. National/Local Shared Values

18. National Show/Local Commentary

19. Tactics

20. National/Local Viewer Celebration

21. National/Local Topical Engagement

22. Engagement

23. Multi-Channel Storytelling

24. Anchor Man 2 / Experimentation

25. Viewer Community Growth

26. Key Takeaway:
The station closest to a community
is best qualified to share its story.

27. Question 2:
Identify one new strategy to inspire
local viewers to amplify your story?

28. 3. Leadership

29. Start conversations others wouldn’t
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Have fun, share bloopers, be creative
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Provoke and reward sharing
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What Works: Humanize Your Station

30. Duplicate, repetitive content
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100% auto-posting
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Talking without listening
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What Doesn’t: Broadcast Approach

31. Co-authorship & Co-creation

32. Experimenting is a “main focus of our strategy.”
Joe Ruffolo, Senior Vice President of ABC News Digital
Cross-Pollinate Communities

33. Lead Cultural Conversations

36. Source: Nielsen, May 2014

37. Key Takeaway:
People rise to the conversations
you grow around them.

38. Question 3:
Identify one local conversation you can
lead aligned with national marketing?

39. Challenge:
Share one thought on a social media
channel relevant to your local viewers
that drives a cultural conversation.

40. Thank you,
promaxdba.
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Slides@WeFirstBranding.com
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Simon@WeFirstBranding.com