Shel Holtz's presentation at the 2011 IABC World Conference. This is meant to serve as speaker support and is not designed as a standalone presentation. However, you can view the presentation while listening to the audio at the podcast, "For Immediate Release."

1. Your company mustbecome amedia company! Shel Holtz, ABC

3. Why??

4. Welcometo theSplinternet

8. Pew Research Center:2011 Annual Report on American Journalism Every news platform stalled or declinedexcept the Web Newspaper newsrooms are 30% smaller than in 2000

10. Pew Research Center:Project for Excellence in Journalism Shorter story cycles Still a top story a week after breaking: 5% on Twitter 9% on YouTube 13% on blogosphere 50% still in the mix in traditional news

11. Pew Research Center:Project for Excellence in Journalism Big stories online ≠ big stories mainstream Over a 29-week period, YouTube, blogs and Twitter shared the top story only once(Iranian election unrest) Social media =broader range of coverage Science, technology, education, green issues, consumerism, religion and off-beat stories

13. But we’realready doingcontent!

15. More than just marketing! It… Tells your company’s stories Answers questions Inspires Simplifies complex ideas Influences behaviors / actions Entertains Reinforces beliefs Builds community Inflames passions Manages expectations Builds (or damages) trust CONTENT:

16. Collaboration, opennessand the link cultureare the rules of contentin the digital era

17. Media Companiesare Adept At…

18. Video

21. Even somebody else’s video…

23. Audio

24. Print

27. Graphics and Infographics

29. Media Portals

32. Braided/embedded journalism

33. Sharing assets

36. Engagement Increasingly an expectation Common on mainstream media sites

37. Transmedia Storytelling

46. Mobile

47. The Law of Mobility The value of anyproduct or service increaseswith its mobility

48. Assumption: To use a product or service, you access it from a fixed location.

49. Curated Contentas Media

51. It’s not information overload. It’s filter failure. -- Clay Shirky

54. Curation Process (Simplified) Identification Collection Documentation Context Display

60. $ From freeto thousandsper year

61. $1,500/mo $99/mo $3,000/yr Call for pricing $3-$25K+ /yr

63. Curation Communication

69. Internal Communications Company/competitor/industry/marketplace news Vital professions Company positions and statements Internal events Employee blogs Projects Initiatives Wellness Sustainability

70. The rise of the content strategist

71. Content Strategists achieve business goals by maximizing the commercial impact of content

73. Job qualifications

74. Whycan’t youwait?