rockit summit, sebastian r. streiffert - the daily show: brand building and user care in an evolving...

Sebastian Streiffert

The Daily Show

The Daily Show

If it were good, you would like it.

The Brand of Tomorrow

The Brand of Tomorrow

● Grass-roots driven

The Brand of Tomorrow

● Grass-roots driven● Genuine

The Brand of Tomorrow

● Grass-roots driven● Genuine● High conversation volume

The Brand of Tomorrow

● Grass-roots driven● Genuine● High conversation volume● Well-liked

Brand + Target Audience + Strategy

Events

EventsFeaturettes

EventsFeaturettesService

EventsFeaturettesServiceSponsorships

EventsFeaturettesServiceSponsorshipsProduct

EventsFeaturettesServiceSponsorshipsProductPress

EventsFeaturettesServiceSponsorshipsProductPressAmbassadors

EventsFeaturettesServiceSponsorshipsProductPressAmbassadorsInfluencers

Content = Opportunity + (Emotional Promise * Rational Proposition) Passion Points

Distribution

Content + Distribution + Process

Sponsorships Ambassadors Service Product Press Events/etc.Influencers

Sponsorships Ambassadors Service Product Press Events/etc.

Social Media Press* POS/OOH/etc.Influencer NetworksAmbassadors

Influencers

E-mail/Push Web/Inbound

Sponsorships Ambassadors Service Product Press Events/etc.

Social Media Press* POS/OOH/etc.Influencer NetworksAmbassadors

Influencers

E-mail/Push Web/Inbound

Key Beats Weekly Plans Production & Curation Distribution Interaction Analysis Revision

The Daily Show

The Daily Show

● Find an activity cadency you can manage

The Daily Show

● Find an activity cadency you can manage● Create an ambassador out of every employee

The Daily Show

● Find an activity cadency you can manage● Create an ambassador out of every employee● Be genuine and open about your mission

The Daily Show

● Find an activity cadency you can manage● Create an ambassador out of every employee● Be genuine and open about your mission ● If people don’t like what you’re doing, you’re doing

it wrong.