TRANSFORMING ORGANIZATIONS

INTO PUBLISHING MACHINES

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How are organizations transforming to

become effective digital custom

publishers?

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www.sempo.org www.dfwsem.org

Let’s hear what they say and do.

Can’t say who said it, but it might be marketing

execs from one or more of these brands…

“You sense it is the right moment for a

change, and this is one of those times."

“Digital publishing was an easy choice.

TV ads are expensive. The budget was

small enough that we didn't even think

much about it."

“Consumers want you to weigh in on

topics that are broadly relevant to your

expertise."

“If you do not respond instantaneously,

you are no longer part of that

conversation."

“You can’t just be a publisher, you have to

be a participator."

“A big question - who should publish? Business

unit, legal, marketing, customer service?

The answer is to create an ecosystem for

everyone."

“Put in place a process to publish relevant,

timely, and connected content."

“Our first blog post took 3 weeks. We struggled

over the first post. We thought we were writing

War and Peace. The crazy thing it was the least

read post ever.

The first 50 posts don’t matter because no one is

viewing yet.

Use this period to find your voice, and

don’t sweat as much over it.”

“Let go – gradually, but not entirely."

“Embrace both the negative and the

positive."

“Community management is critical."

“Tell the risk managers to chill out. Nicely."

“Don’t micromanage it…

…let it be."

THANK YOU

Rob Garner VP, Strategy

iCrossing.com

Rob.Garner@icrossing.com

@robgarner

214.676.2089

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