aarp studios: stories that matter

• 1. ObjectiveTo become aSocial business withinthe next 5 years,by expanding the principlesof social communicationthroughout the organization

2. Integrate social media with broadcast content andapply the principles of social communicationto both 3. Principles of socialcommunicationSocial isgreat content.Great contentis socialThe best socialmedium isn't Facebook,YouTube or Twitter.It's the audienceMake the audienceour medium, socializewith them, i.e. givethem great contentSuccessful socialcommunication isabout being social 4. All contentmust besocial 5. If all content mustbe social, thendon't differentiateit or treatit differently 6. Why this works 7. Why this worksRelevanceIn order forcontentto be social,it must berelevantto ouraudience 8. Why this worksRelevanceIn order forcontentto be social,it must berelevantto ouraudienceImpactOnly if it isrelevantto ouraudiencewill it haveimpact 9. Why this worksRelevanceIn order forcontentto be social,it must berelevantto ouraudienceImpactOnly if it isrelevantto ouraudiencewill it haveimpactRevenueGreater impactmakes it easierto monetizeour video content,which will inturn growrevenue 10. =Internally:All content is viewed through asocial lens. Social is no longer justa channel.Externally:Integrated, and shareable content.AARP behaving likea socially integrated business 11. And eventuallySocial contentbecomessought aftercontent 12. How do weget there? 13. STEP 1Focus team on externalcommunicationSTEP 2Outsource some content creationand community management inorder to create internal specialists 14. STEP 1Focus team onexternal communicationSTEP 2Outsource some content creation and community management in order tocreate internal specialistsSTEP 3Merge the broadcast & social teams toform one multi-disciplinary &cross-collaborative team 15. AARPSTUDIOSStories that matter 16. Social and broadcast are mutually interdependent. 17. Collaboration isthe mandate.Analytics are the driver 18. Why CommunityContent? 19. The content will be developed for communities.Communities are social,and communities share 20. STEP 1Focus the teamon external communicationSTEP 2Merge the broadcast & social teams to form onemulti-disciplinary & cross-collaborative teamSTEP 3Outsource content creation andcommunity managementSTEP 4Develop an overarching communitycontent strategy 21. The communitycontent strategywill be developed with theseguiding principles 22. Communitycontent strategy:#1Reason for BeingDetermine what AARP communitycontent stands for 23. Cond NastSpecialized high quality content for sponsors 24. Non-mainstream content 25. So much video online is shot purelyto generate views as opposed to telling a story orconveying information - what were concentrated onis producing really insightful, intelligent video for apowerful, well-educated, affluent audience.Insightful & intelligent content 26. Communitycontent strategy:#2Audience DefinitionFocus efforts digitally on tryingto reach multiple niche audiencesinstead of one broad audience 27. Instead of targeting an age grouptarget mindsets,interests orpassion points 28. Instead of trying to create videos that have broad appeal, BuzzFeed drills down to very specificgroups who will share at a high rate. 29. Communitycontent strategy:#3Quality VSQuantityProduce fewer pieces ofcontent, but ones with legs 30. Communitycontent strategy:#4Show, don't tellUsing insightful stories, show people AARP'svalue instead of telling them 31. Communitycontent strategy:#5Evergreen ContentPerpetually relevant content, not news 32. Communitycontent strategy:#6Shares, not viewsEverything AARP produces should be shared whether to entertain, inspire, or educate. Itmust be good enough for people to talk about 33. REASON OR BEING: REAL POSSIBILITIESType of Content:Always OnType of Content:StaggeredType of Content:Big AudiencePrimary Goal: SharesSecondary Goal: EngagementPrimary Goal: SubscribersSecondary Goal: EngagementPrimary Goal: EngagementSecondary Goal: ViewsChannels: Twitter, AARP.org, Vine Channels: YouTube, FB, Instagram Channels: YouTube, FB, Netflix, TVExample: Caregiving Example: Beauty & Health Example: MusicBusiness Unit: CaregivingAudience: Gen XPassion Point: Need trusted advice on how to lookafter their parents / grandparents as they ageBusiness Unit: Media SalesAudience: Women 50+Passion Point: I care about the way I look, but 'I'm not'Maybelline youngBusiness Unit: AARP MediaAudience: AgelessPassion Point: Music is a universal language and away to connect people 34. Content Calendar: ExampleJANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBERBig Audience Big Audience Big AudienceStaggered Staggered Staggered StaggeredAlways On 35. The Road Map2014:Team Mergerand StrategicDevelopment2015:Productionof best-in-classintegrated communitycontent2015 - 2016:ContentSponsorship2017-2018:AARP SoughtAfter Content 36. AARP StudiosVP of AARP StudiosAdminAssistantDevelopment/Media and Community - Lead Sponsorships Managing Content - LeadCommunity Marketing Analytics/AudienceTrainingAARP Studios TeamMember Relevance:StrategistMulti-Media Producer 1Multi-Media Producer 2Project CoordinatorCivic Engagement:StrategistMulti-Media ProducerProject CoordinatorSocial Impact:StrategistMulti-Media ProducerProject Coordinator 37. AARPSTUDIOSVisit AARPJobs.com to apply