5. Creation
•People tell stories on passion, hobby,
family, knowledge
•Organisations tell stories on their
field of expertise, clients etcetera
•Every company is a media company
8. •Make available: The Long Tail
•Make findable:‘let’s Google’
•Make your content re usable
•Feed the passion!
What does that mean?
9. •Media is a two way thing
•From information to
communication
Communication
10. •The audience wants
communication with each other
and with organisations
•Make sure your content, your
stories, can be part of their
communication
Communication
24. In general …
• All media become multi media
• Audiences expect their media everywhere
• The competition is everywhere
• The fight is for attention
• Make sure you have added value
25. What?
What is the
story you want
to tell?
Synopsis …
Who?
Who is your
target audience?
Who are they,
how can you
help them?
…
Where?
Where can you
find them and
reach them?
Which media,
which
characteristics
…
How?
How do you tell
your story?
How do you
involve your
audience?
…
When?
What do you
publish where
and when?
Plan …
Media
26. Media
• Specialise; what makes you stand out?
• Start with the story; what do you want to
tell?
• Follow the user; where and how does he
consume?
• Be interactive; give options
• Be communicative; join the conversation
29. Media
• What is the story we want to tell?
• Who is our audience?
• Where can we find them and reach them?
• How can we involve them?
30. What?
We explore, explain and distribute innovation.
We monitor trends, tell what they mean and
how people can use them.
31. Who?
The members of our target audience are curious
and busy professionals that are looking for ways
to improve their business or work.
32. Where?
They are everywhere.They are always online.We
want to be where they are. So we use a mix of
media: online, tv, podcasts, books, magazines,
events
33. How?
We involve them in many ways.Via Twitter, via
newsletter, via Facebook, via Slack.We are a
community on innovation.
47. Summary
• Follow your audience
• Use the power of each medium
• Add value
• Make the sum more than the parts
• Atomise for distribution
• Schedule: manage expectations