aarp studios: tethering storytelling to social
TRANSCRIPT
![Page 1: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/1.jpg)
![Page 2: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/2.jpg)
OBJECTIVE
To become a Social Business within the next 5 years, by expanding the principles of
social communication throughout the organization
![Page 3: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/3.jpg)
Integrate social media with broadcast content and apply the
principles of social communication to both
![Page 4: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/4.jpg)
All content must be social
![Page 5: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/5.jpg)
Make the audience our medium
and socialize with them
i.e. give them great content
and let them share it
![Page 6: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/6.jpg)
Why this works
![Page 7: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/7.jpg)
In order for content to be social,
it must be relevant to our audience
RELEVANCE
Only if it is relevant to our
audience will it have impact
Greater impact makes it easier to monetize our video content, which will in turn
grow revenue
IMPACT
REVENUE
![Page 8: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/8.jpg)
=AARP behaving like a
socially integrated business
all content is viewed through social lens.
Social is no longer just a channel.
INTERNALLY:
integrated and shareable content
EXTERNALLY:+
![Page 9: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/9.jpg)
and eventually…
Social content becomes
sought after content.
![Page 10: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/10.jpg)
How do we get there?
![Page 11: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/11.jpg)
Title Text
Focus the team on external communication
STEP 1
Outsource some content creation as well as community
management in order to create internal specialists
Merge the broadcast & social teams to form
one multi-disciplinary &
cross-collaborative team
STEP 2
STEP 3
![Page 12: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/12.jpg)
AARP
STUDIOS
Stories That Matter
![Page 13: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/13.jpg)
VP of AARP Studios
Director of Media
& Community
Development
Director
Managing
Content Editor
Training AdvisorCommunity Marketing
Senior AdvisorAnalytics Advisor
AARP STUDIOS TEAM
Strategist
Multi-Media Producer 1
Multi-Media Producer 2
Project Coordinator
Strategist
Multi-Media Producer Project
Coordinator
Strategist
Multi-Media Producer Project
Coordinator
![Page 14: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/14.jpg)
REASON FOR BEING: REAL POSSIBILITIES
TYPE OF CONTENT:
Staggered
TYPE OF CONTENT:
Big Audience
TYPE OF CONTENT:
Always On
Primary Goal: Subscribers
Secondary Goal: Engagement
Primary Goal: Engagement
Secondary Goal: Views
Primary Goal: Views
Secondary Goal: Engagement
CHANNELS:
YouTube, FB, Instagram
CHANNELS:
YouTube, FB, Vimeo
CHANNELS:
Twitter, Blog, Website
Example:
Beauty & Health
Audience: Women 50+
Passion Point: I care about the
way I look, but I m not
‘Maybelline young’
’
Example:
Music
Audience: Ageless
Passion Point: Music is a universal
language and a way to connect
people
Example:
Caregiving
Audience: Gen X
Passion Point: Need trusted
advice on how to look after their
parents / grandparents as they
age
![Page 15: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/15.jpg)
#1
Reason for Being Determine what AARP community
content stands for
Community Content Strategy:
![Page 16: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/16.jpg)
#2
Audience Defi nition Focus eff orts digitally on trying to reach multiple niche audiences instead of one
broad audience
Community Content Strategy:
![Page 17: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/17.jpg)
#3
Quality vs Quantity Produce fewer pieces of
content, but ones with legs
Community Content Strategy:
![Page 18: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/18.jpg)
’
Community Content Strategy:
#4
Show dont tellUsing insightful stories, show people
AARP's value instead of telling them
![Page 19: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/19.jpg)
#5
Evergreen Content Perpetually relevant content, not news
Community Content Strategy:
![Page 20: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/20.jpg)
# 6. Shares, not viewsEverything AARP produces should be shared whether to entertain, inspire, or educate. It
must be good enough for people to talk about.
#6
Shares, not views Everything AARP produces should be shared
whether to entertain, inspire, or educate.
It must be good enough for people to talk about
Community Content Strategy:
![Page 21: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/21.jpg)
The Road Map
Team Merger & Strategic Development
2014
Production of best-in-class integrated community content
Content Sponsorship
AARP sought after content
2015
2015-2016
2017-2018
![Page 22: AARP Studios: Tethering Storytelling to Social](https://reader036.vdocuments.mx/reader036/viewer/2022062515/55cb0dffbb61eb3f628b482b/html5/thumbnails/22.jpg)
THANK YOU.