Brands & Publishers: A Symbiotic Relationship for the Digital Age

Stacy Martinet Chief Marketing Officer

@Stacymartinet

About Mashable

Banchory, Scotland / 2005

About Mashable

Mashable is Mashable is  

Documenting the digital evolution  

Showing you what’s next, and why it matters  

Delivering the news you want to share  

40 Million 40 Million MONTHLY UNIQUES

Millennials and Those Who Think Like Them

40 Million 20 Million SOCIAL FOLLOWERS

Three Mashable articles are shared every second.

Living in the Stream

Millennials:

30% use four or more devices a day

**SDL Millennials Study, 2014

Millennials:

On average check their smartphones 43 times a day

**SDL Millennials Study, 2014

We

live in

streams

Brand Matters More Than Ever  

Information overload:

What information to trust and who to trust, is more important than ever.  

Only 15 % of adults who get news through social media say they have

high levels of trust in information they get from that means of discovery.

2014 American Press Institute Study

Why is social media important for brands?

Millennials:

66% follow brands on Social Media

**SDL Millennials Study, 2014

Millennials:

38% said brands are more accessible and trustworthy when they use Social Media

rather than only traditional advertising

**SDL Millennials Study, 2014

Thinking in the Social Way

Authenticity

Relevance is the new Authenticity

Mashable’s Social Media Principles

•  Tight Processes

•  Right People

•  Constant Training

•  Creativity and Experimentation

•  Flexibility

•  Collaboration

Social & Editorial Integration

Social Integration

A great story is a great story, BUT how is it relevant on each

platform?

Aligning around customer segment…

on each network.

Facebook Tone

Twitter Content

Tumblr Voice

•  All content released from both the company’s and its employee’s social networks is “on the record”

•  Grow and reinforce a strong brand and mission

•  Create consistent messaging and dialogue

•  Leading the message

Employees can be your greatest ambassadors on social.

BFFs: Social and Content Marketing

Reinfo

rceMedia Choice

So

cial Strategy

UGC

So

cial

Cyc

le

MESSAGE/CAMPAIGN

LAUNCH

Brand/Offer Awareness

RECEPTION

SHARINGRE-ENGAGING

ACTING

VelocitySharing with

personal comments (i.e. community challenges)

Foot and Finger Traffic

#6SecondScience

Con Edison: Twitter

•  Current event tips and information

•  Customized responses to unhappy customers

•  Disaster communication (Hurricane Sandy in NYC)

Shell : Instagram

•  Community challenges •  Inside look into Shell’s facilities

around the world •  Innovation ideas

Chevron : YouTube

•  Documentary-style features

•  Corporate Responsibility

•  Employee Recognition

What’s Next?

Visuals  

•  Brand Matters More Than Ever

•  Tailor Messages to Each Platform

•  Stay Relevant and Relatable •  Creativity, Collaboration, and

Experimentation

Key Takeaways:

Brands & Publishers: A Symbiotic Relationship for the Digital Age

Stacy Martinet Chief Marketing Officer

@Stacymartinet