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Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels



Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels

Avi Savar

ISBN: 978-1-118-48018-2 May 2013 288 Pages

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Master the publishing and entertainment world's tools and techniques for content marketing success

Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively—ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike.

  • Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements
  • Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value
  • Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity’s new Branded Content & Entertainment category

Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny.

About This Book xv

Cast of Characters xix

Foreword Andy Markowitz xxxv

Preface xxxix

Acknowledgments xlv

Introduction 1

Notes 11


Chapter 1 Beyond Publishing 15

Publisher’s Advantage 15

Redefining the Audience 16

Keeping in Touch 17

Telling Stories 17

Beyond Publishing 18

Notes 19

Chapter 2 Social Media Is an Octopus 21

Marketing 22

Customer Relations 23

Public Relations 25

Crisis Management 26

Journalism 27

Media 28

Politics 31

Search 32

Vanishing Act 33

Notes 34

Chapter 3 Social Media Is a Complex System 37

Who Owns Social? 38

Cross Channels 40

Anywhere and Everywhere 40

A Holistic Approach to Social 41

Notes 42

Chapter 4 The Brand Network 43

Think Like a Network 43

Channel Architecture 46

The Grid 48

Notes 53

Chapter 5 Business Solutions 54

Social Commerce 55

Brandfluence 56

Advocacy 59

User-Generated Content 60

Gaming 62

Paid Social 63

Notes 65


Chapter 6 Higher Highs and Higher Lows 69

Paid, Owned, and Earned Media 69

Extending the Life Span of Content 71

Notes 72

Chapter 7 Amplification 73

Tent Poles 73

Extending Conversations 75

Notes 78

Chapter 8 Continuity 79

Channel Architecture 80

Brand Channel Management 83

Community Management 84

Breaking Through the Clutter 86

Notes 87

Chapter 9 Operations 89

Technology 89

Talent 90

The Network Team 92


Chapter 10 Building Bridges 99

Social Is Global 99

Passion Points 100

A Lot to Learn 102

Notes 105

Chapter 11 Welcome to the Party 106

Meeting Expectations 106

Welcome to the Party 109

Listen First, Sell Later 110

The Opening Line 111

The Right Fit 112

Influencers and Advocates 113

Notes 115

Chapter 12 Mutual Priorities 116

In Sync 116

Stick to the Point 117

Notes 118

Chapter 13 Audience Insights 119

Mashing Up Strategy and Analytics 119

Take the Time to Listen 121

Setting Standards 123

Success Tracking and Evaluation 123

Content Optimization 124

Audience Insight Analysis 125

Notes 126

Chapter 14 The Art and Science of Listening 127

Social Personas 128

Listening Tools 129

Audience Truths Are Brand Truths 130

The Engagement Point 131

Consistent Conversations 132

Notes 134


Chapter 15 Content at the Speed of Culture 137

Internet Time on Steroids 138

Caught Short 140

Faster Equals More 141

A Matter of Control 142

Notes 145

Chapter 16 Content That Connects 146

Design for Social Media 146

Interactive Technology for Social 149

Video for Social Media 150

Development and Production Slates 151

Notes 153

Chapter 17 The Creative Process 155

Building a Franchise 155

Campaigns Come in Two Parts 156

Target Audiences 156

The Social Ecosystem 157

In the Moment 159

Learning As You Go 160

Making Connections 160

Spheres of Influence 160

Filling the Gap 165

Notes 166

Chapter 18 Taking Measure 167

Three Decision Pillars 168

Inspiration 169

Distribution 170

Scorekeeping 172

A Work in Progress 172

Notes 173


Chapter 19 Looking Out 177

Emerging Social Markets 177

Mutual Relationships 179

Going Mobile 180

Doing Social Business around the World 181

Notes 185

Chapter 20 Looking In 186

Toward the Social Organization 186

Notes 189


Chapter 21 The Question 193

Scott Monty: Global Digital and Multimedia Communications Manager, Ford 194

B. Bonin Bough: Vice President of Global Media and Consumer Engagement, Mondelez International 196

Leslie Reiser: Director of WW Digital Marketing, IBM General Business 199

Rikard Steiber: Global Director of Mobile and Social Ads, Google 201

Reggie Bradford: Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, Vitrue 204

Sharon Feder: Chief Operating Officer, Mashable 206

Mike Edelhart: President of the Pivot Conference and Social Week in New York 209

Karen Spiegel: Senior Vice President, Managing Director of Marketing and Communications, R/GA 211

Karen Robinovitz: Cofounder and Chief Creative Officer, Digital Brand Architects 214

Stephanie Agresta: Global Director of Social Media and Digital, MSLGROUP 216

Ian Schafer: Chief Executive Officer and Founder, Deep Focus 218

Joe Burton: President and Chief Operating Officer, SocialChorus 220

Alan Osetek: Global President, Resolution Media, an Omnicom Media Group Company 224

Index 227