Content to commerce

^ CK.0000072240 _ ằ _ CUN ÍENT

T|| ENGHGING CŨNSUMERS

I U H C R O S S P R I Ũ ,

ÈOMMERGE

01DNE0, RNŨ J | | ,

S Ẹ T | EHRNED CHHNNELS f i £ Ịiệ u ^ •

A V I 5 H V H R

WILEY

Praise for Content to Commerce

“Social inedia has fundamentally changed the way vve do business today. This

book is a terriíic bluepnnt for how brands can successíully drive social niedia

niarketing at scale.”

— P ete C ashm ore, CEO and íounder, Mashable

“Avi Savar was a savant when it came to knowing that brands vvere becoming

the new media long betore most had any idea this was the case, Now with

Con ten t to Commerce, he illuminates the path from theory to operational

practice— convincingly showing that, to indeed be the new media, brand.s

have to act much like a traditional broadcasting network.”

— M arisa T halberg, VP, Corporate Global Digital Marketing,

The Estée Lauder Companies, Inc.

“In the quickly changing, enigniatic world o f digital marketing, it is critical for us

to leani how to navigate across paid, eamed, and owned media channels.

Avi Savar has helped many marketers evolve from staid niodels of talking at

consumers to truly engaging them vvith their brands. Anyone vvho vvants to

advance their skills in the íãscinating world o f digital content and social media

will beneíit from this book.”

— M indel K lein L epore, Marketing Director,

Integrated Marketing Communications,

Colgate-Palmolive Company

“Years ot experience, trial, error, and insight condensed into a comprehensive

road map to successful social media marketing.”

— Bill D avenport, Executive Producer, W ieđen+Kennedy

“Social media is constantly evolvmg, and brands need to keep up with the

movement to engage with consumers the right way. This book will help you

understand the importance o f social media and how it has direct impact on your

business beyond a like or a tvveet.”

— P eter D eLuca, SVP, Brand & Ađvertising, T-M obile USA

“~oday in the age of the people’s netvvork, social marketing has become critical.

A n Savar has been a leader in the social space but goes beyond ordinary thinking

tc practice at the intcrsection o f content. conimerce and netvvork eíĩects. How

cai you leverage paid, ovvncd, and earned marketing in an age when transactions

Ciui be measured and content is increasingly key? Cciucnt t(> Comnterce illunúnates

tl'1* way ahead!"

— R ishad T obaccow ala, Chief Strategy and

Innovation otììcer, VivaKi

“As a digital marketer you begin to realize that conversations are going on with

or vvíthout your brand’s participation. Leam easy and eổective ways to join the

discussion, letting your voice be heard through Savar’s easy-to-follow

approach.”

—Leslie c . R eiser, Director, Digital Marketing, IBM

"Avi Savar has been seeing around comers in inedia and marketing tor as long

as I’vc known him, only this time he is inviting readers along for the ride.

Strap on!”

— R ichard Siklos, Vice President, Time Wamer, Inc.

“Social media has become today’s word-of-mouth marketing, with a powerful

twist. Great brands can engage customers and leverage technology beyond mere

likes and chatter. Avi Savar has a unique perspective on creating content and

incorporating the right tools that not only drive conversation but lead to

meaningful business results.”

—Lee N adler, Marketing Communications Manager,

MIN1 USA

“Avi Savar offers crucial insight into social media to a wide and thoughtíul

readenihip. Part textbook, part operating system, thoroughly entertaining, it

functions like a platíomi for practitioners in social media to build upon its

wisdom and leamings for years to come.”

— D ean Baker, Managing Director,

JW T Entertainment

“If you’re interested in mastering the ‘art of social,’ this is the book for you.

There are very few masters in this world, and it just SO happens Avi is one of

them, vvhich makes all of us íortunate that he took the time to put his brain on

paper. You knovv what they say about when íortune strikes ...”

— Dave Balter, CEO, BzzAgent

“Read this hook fast. Conletil to Commerce: Engdýny Coitsnmers Across Paid,

Ounied, and Eamed Chaimeb doesn’t just illuminate vvherc digital niarketing has

been and where it’s going; it promises to help you get there betore everyone elsc

beats you to it.”

Ross M artin, Executive Vice President.

MTV Scratch

‘ Avi Savar is a world-class expert leading this exciting and ever-changing part of

the Communications landscape.”

— P hilip T hom as, C hieí Executive Offìcer,

Cannes Lions International

Festival oí Creativity

“Building brands on social media is more important today then ever before.

Avi breaks down the secret into an easy to follow guide fbr niarketing

success.”

— M ichael Scissons, Founder and

CEO, Syncapse

“At a time when brands talk of being publishers, Content to Commerce shows

you how to create the type of content that people really want and that wiU have

other brands asking their agencies to ‘get me one of those.’

— N ick Friese, CEO, Digiday

“Avi’s ‘N EW model’ is quickly becoming THE model!”

—-Jon B ond, former advertising wizard and founder,

Kirshenbaum Bond and Partners

“O ur consumers are evolving; the paradigm has shiíted from pure exposure to

intrinsic engagement. N ew messaging strategies are needed to engage your

advocates across multiple touch points. Avi Savar delivers the períect book at the

períect time. Be inspired!”

— Silvia G oh, c h ie í Content OfFicer,

LiquidThread China,

Starcom MediaVest Group

“Avi Savar rnakes the clear case for why mastering content marketing isn’t a cool

check-the-box tactic but a business imperative for brands (and brand executives)

that hope to remain relevant in the social age.”

— Scott D o n ato n , CEO, Ensemble Branded

Entertainment; author o f Madison &

Vine: IVIiy the Entertainment and

AdvertisintỊ Industries Must

Cottverge to Survive

“There used to be a vvall, with content on one side and commerce on the other.

But as Avi Savar SO keenly explains, that wall is tumbling down. His experience

bridges the worlds of content and brands— and in these valuable pages he shares

vvhat he has leamed and where we’re going. If you re a brand manager, content

creator, or web curator, you’U want to dig into these pages with gusto!”

— Steve R osenbaum , CEO, Magnify.net, and

Entrepreneur at Large, NYCEDC

“ W hether you are a social media nevvcomer, an established social expert, or the

chieí digital oíĩìcer ofa large brand advertiser or digital agency, Avi’s book has a

plethora of tips, tactics, and stories on how to think about social media and

establish new social media paradigms within your organization.”

— Alan O setek, Global President, Resolution Media,

an Omnicom Media Group Company

“Ignore Avi Savar at your peril. Intensely Creative, yet tocused and practical, he

creates a Virtual h o w -to guide to a new way o f marketing that he virtually

invented. . . . and keeps reinventing.”

—Bob Meyers, President and c o o , TRA, Inc.

“Until I read this book by Avi Savar, I thought I knew something about the role

o f content in social netvvorks. I was blind and now I can see”

—R odrigo Figueroa Reyes, Founder and CEO.

FiRe Advertainment

“If you want to understand how to incorporate content into your marketing

messaging, this book is a must read. Avi is a rare blend— one part content

producer, one part ad man. He gives you a blueprint for success!”

—Jo n V lassopulos, CEO, Trailerpop

“In Content to Commerce, Avi Savar goes future to present.”

— M arc R os, Founder and CEO, AFTERSHARE.TV'

“Rename this book to Tdkitig It to the Bank because that is what you will be

doing, tinie and time again if you follow the advice in Content to CommerceV.”

—JefFrey H ayzlett, best-selling author, global Business celebrity,

and sometimes covvboy

CONTENT

r a ENGHGIN6 CONSUMERS

RCRŨSS PHIŨ,

COMMERCE

OULINEŨ. HND

ERRNEŨ CHRNNELS

VVILEY

C over image: c. Wallace

C over design: c. Wallace

C opyright c . by 2013 by Avi Savar. All ni^hts reserved.

Published byJohn Wiley & Sons, Inc., H oboken, N ew jersey.

Published simultaneously in Canada.

N o part of this pubiication may be reproduced, stored in a retneval system, o r transm itted in any fom i or

by any nieans, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as

pem iitted undtếr Section 107 or 108 o f the 1976 U nited States C opyright Act, vvithout either the pnor

wncten pemiission ot the Publisher, o r authonzation through paym ent o f the appropnate per-copy fec

to the C opyright Clearance C enter, 222 Rosevvood Drive. Danvers, MA 01923, (978) 750-8400, fax

(978) 646-86ÍK), or on the w eb at w w w .copyright.com . Requests to the Publisher for pemiission should

be addressed to the Permissions D epartm ent, John W iley & Sons, Inc., 111 R iver Street, H oboken, NJ

07030, (201) 748—6011, fax (201) 748-6008, o r Online at w w w .w iley.com /go/pem iissions.

Limit o f Liability/Disclaimer o f W arranty: W hile the publisher and author have used their best eíĩorts in

preparing this book, they make no representations or warranties with the respect to the accuracy or

completeness o f the contents o f this book and specitìcally disclaim any ìmplied warranties o f

merchantability or íìtness for a particular purpose. N o warranty may be created or extended by sales

representatives or w ritten sales matenals. T he advice and strategies contained herein may not be suitable

for your situation. You should consult w ith a proíessional vvhere appropriate. N either the publisher nor

the author shall be liable for damages arising hereírom .

For general infom iation about our other products and services, please contact o u r Custonier Care

D epartm ent w ithin the U nited States at (800) 762-2974, outside the U nited States at (317) 572-3993 or

fax (317) 572-4002.

Wiley publishes in a variety o f print and electronic íom iats and by print-on-dem and. Some matenal

in clu d ed w ith Standard p rín t versions o f this book may n o t b e included in e -b o o k s o r in p rin t-o n -

đem and. If this book reíers to media such as a C D or D V D that is not included in the version you

purchased, you may dow nload this material at http://booksupport.w iley.com . For m ore infom iation

about W iley products, visit w w w .w iley.com .

Library of Cottgress Cataloging-in-Publication Data:

Savar, Avi, 1973-

C ontent to conuiierce: engaging consuniers across paid, ovvned and eam ed channels/Avi Savar.

pagcs cni

Includes bibliographical references and index.

ISBN 978-1-118-48018-2 (cloth); ISBN 978-1-118-66061-4 fcbk), (ebk);

ISBN 978-1-118-52629-3 (ebk)

1. Soaal nurketuig. 2ệ Internet marketing. I. Title.

HF5414.S378 2013

658.8' 72— dc23 ■ 2013( M) 13( >4

Printed in the U nited States oí America

10 9 8 7 6 5 4 3 2 1

lo tuy u>ifc and dattiỊhter, U'li0 inspire me every day.

IViihout iltem, itothiiiịỊ ii pữssible.

30NTENTS

ỉboul This Book XV

Zast o/ Characters xix

■oreuvrd And)’ Markowitz XXXV

?reface xxxix

Acknowledgmen ts xlv

k itro d u ctio n 1

Notcs 11

S E C T IO N I B R A N D A S N E T W O R K 13

C hapter 1 B eyond Publishing 15

Publisher’s Advantage 15

RedeỊìning the Audience 16

Keeping in Touch 17

Telling Stories 17

Beyortd PublishittỊ 18

Notes 19

C hapter 2 Social M edia Is an O ctopus 21

Marketiniị 22

Customer Rclalions 23

Public Rclations 25

Crísis ManiUịemcnt 26

Ịourtiaỉism 27

A lcdia 2H

ix

X Contents

Poỉitics 31

Search 32

Vanishing Act 33

Notes 34

C hapter 3 Social M edia Is a C om plex System 37

WÌM Outìs Social? 38

Cross Channels 40

Anyivhcre and Everyurhere 40

A Holistk Approach to Social 41

Notes 42

C hapter 4 The Brand N etw ork 43

Tltink Like a Netivork 43

Channel Architeclunẩ 46

The CẮrid 4S

Notes 53

C hapter 5 Business Solutions 54

Social Commcrce 55

Brandfluence 56

Advocacy 59

User-Generated Content 60

Gaming 62

Paid Sủáal 63

Notes 65

S E C T IO N II T H E V A L U E O F T H E N E T W O R K 67

C hapter 6 Higher Highs and H igher Lows 69

Paid, Oumed, and Earned Media 69

Ext{ễndin(Ị the Ufc Spati of Contenl 71

Notcs 72

C h a p te r 7 Ampliíication 73

Tcnt Poles 73

ExtcndinỊ Coiiversations 75

Notcs 78

Contents xi

C hapter 8 C ontinuity 79

Channeỉ Architecture 80

Brand Cltannel Management 83

Community Management 84

Breaking Through the Clulter 86

Notes 87

C hapter 9 O perations 89

Technology 89

Talent 90

The Network Team 92

SE C T IO N III A U D IE N C E F IR S T 97

C h a p te r10 Building Bndges 99

Soáal Is Global 99

Passìon Points 100

A Lot to Learn 102

Notes í 05

C h a p te r11 W elcom e to the Party 106

Meeting Expectations 106

VVelcome to the Party 109

Listen First, Selí Later 110

The Opening Litie 111

The Riglìt Fit 112

Inịìuencers and Advocates 113

Notes 115

C h a p te r12 M utual Priorities 116

ỉn Sync 116

Stick to the Point 117

Notes 118

C h a p te r 13 A udience Insights 119

Mashing Up Strategy and Analytics 119

Take the Time 10 Listen 121

SettiníỊ Standards í 23

Success Tracking and Eraluation 123

xii Contents

Content Optimization 124

A udience Insight A nalysis í 25

Notes 126

C hapter 14 T he Art and Science ofListening 127

Social Personas 128

Listening Tools 129

Audiettce Truths Are Brand Truths 130

The Engagemetit Poitit 131

Consistent Conuersations í 32

Notes 134

S E C T IO N IV C O N T E N T IS C Ư R R E N C Y 135

C hapter 15 C o n ten t at the Speed o f C ulture 137

Internet Time on Steroids 138

Caught Short / 40

Faster Equals More 141

A Matter o f Control ì 42

Notes 145

C hapter 16 C ontent T hat C onnects 146

Design for Social Media 146

Interactive Technology for Social 149

Video for Social Media 150

Development and Production States 151

Notes 153

C hapter 17 The Creative Process 155

Bitilding a Franchise í 55

Campaigns Come in Two Parts 156

Target Audiences 156

The Social Ecosystem í 57

In the Moment 159

Learning A s You Go 160

Making Connections 160

Spheres oJ Influence ì 60

FiliiiiỊ the Gap 165

Notes ì 66

Contents x iii

2hapter 18 T aking M easure 167

Tliree Decision Pillars 168

Inspiration 169

Distribution 170

Scorekeeping 112

A Work in Progress ĩ 12

Notes / 73

SE C T IO N V L O O K IN G A H E A D 175

Chapter 19 Looking O u t 177

Emerging Social Markets 177

Mutual Relationships í 79

Going Mobile 180

Doing Social Business around the World 181

Notes 185

Chapter 20 Looking In 186

Toward the Social Organization 186

Notes 189

S E C T IO N V I E P IL O G U E 191

C hapter21 T h e Q uestion 193

Scott Monty: Global Digital and Multimedia

Communications Manager, Ford í 94

B. Bonin Bouglt: Vice President o f Global Media and

Consumer Engagement, Mondeléz International ĩ 96

Leslie Reiser: Director o f w w Digital Marketing,

IB M General Business 199

Rikarcí Steiber: Global Director o f Mobile and

Social Ads, Googlc 201

Reggic Bradford: Senior Vice President o f Product

Development, Oracle Formcr Founder and Chief

Executive Officcr, Vitruc 204

Sharon Feder: Chief Operating C)ffìccr, Mashable 206

Mikc Edelhart: President o f the Pivot Con/erence

and Social Week in N cw York 209