PowerPoint Presentation

Mobile and desktop:RecipesArticlesVideosProgram guidesSuccess Stories

Social Platforms

Alerts

Email newslettersWW magazine

Cookbooks

Meeting room Weeklies

Program guides

InspirationHelpCelebrationMyth Busting

To create a steady stream of content that delivers the right content to the right people at the right time with the right creative on the right platform and is not only tracked to allow for clear attribution and optimization, but learns and dynamically improves.

Stage of ChangeWhat it Sounds LikeLevel of Emotional ReadinessContent programmingPrecontemplationNot ready to changeMy health is just fine. Even though your doctor told you that your high cholesterol could lead to a heart attack.Youre in denial or down. What might happen in the future isnt enough of a motivation to change your behavior today. Youre ok at a size X. ContemplationThinking of changingI know I need to lose weight but its just not something I can do right now.You may have good intentions but you havent made mental commitment to make change happen. But with a little gentle support and guidance, you could be successful. You start to talk to friends, doctors, research online. SUCCESS STORIES & MOTIVATION Moves into COMMITMENT BELOW[syndicated content]PreparationI have decided to start a weight loss program.Now youre ready. Youre energized, nervous, wondering if it will work, but motivated to take action. ActionDoing it!I have been exercising 2X week at gym and I stopped eating take-out fast food for lunch. Ive already lost 10 pounds now just 15 more to go.Youre seeing the results of change but need to continue commitment to stick with it. Motivated, positive , but can get overconfident. RewardsSlippingPlateauI slept in so missed the gym. Went on vacation and gained four pounds. I dont understand, I eat the same food every week and Im still not losing.Youre cheating, slipping into old habits its ok, I can treat myself this one time. Youre at a fork in the road. Losing confidence and motivation. You push through or give up. Repeat old messages: Im a failure. Back on track or Maintenance or Off WWIts ok that I gained 3 pounds while on vacation. Ill get back on track. OR In less than one year, I quit smoking, started exercising, lowered my cholesterol and lost 40 pounds. I didnt realize how bad I felt until I started feel good. OR Im done. Congratulations on your resilience or Congrats on have successfully overcome the challenge of change. Now the hard part is making sure that you dont fall back into old, bad habits. Or I cant do this.

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WHAT DO WE DO?

CREATE & PACKAGEWith a content management system that keeps it all in one place so editors can repackage and reuse.

CURATEAssess content from partners, users.

MAKE US DISCOVERABLEUX, search, brand awareness. Strategically place content where potential, lapsed and current members can find.

ACTIVATEConnect, Share, Embed, Follow, Love, Comment, Collect. Be a social butterfly!

DISTRIBUTEContent anywhere, on any device.

WHAT WE NEED TO SUCCEED?

GREAT TALENT, STRONG, UNIFIED VOICEStorytellers, graphic designers, videographers, multimedia designers

EDITORS AS AUDIENCE SPECIALISTSBuilding an audience, activating, distributing

TECHNOLOGYContent management system that allows editors to schedule, report, revise, track, package, file and search. Flexible templates

DATAlistening toolsdashboard metricsproduct discovery and consumer insights

How measure successNet Promoter Score goes upSignups from content (visitor site, newsletters)Click traffic on site and mobileSubscription & newsstand salesAd sales revenue goes upFans & Advocates not just # of members# of expressions, mentions (Are we buzz-worthy?)Likes, sharing of contentNewsletter open ratesVideo usage and # minutes watchedGlobal satisfaction surveysEffect on retention

DATACONTENT TECHNOLOGY

Weare focusing on: data, content and technologyData we occupy a unique position in the marketplace where we are able to glean insights from over 1B monthly users and over 2B mobile devices search behavior, content consumption, mobile app usage, purchase behaviorpowerful data that applies to every advertiser categoryContent were doubling down in areas where we have a leadership position News, Sports, Finance & Lifestyle creating even more engaging content experiences across each of those verticalsAndTechnology technology that enables us to personalize both the consumer and advertiser experience and ultimately drive stronger resultsIts the fusion of data, content and technology all three working together

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Insight: WW purchasers overindex on travel to multiple Florida locations, Austin, and Dallas

Solution: Build a deeper connection by connecting with them on a personal level and through content that matters Distribute tips to those users before their trip about how to keep your WW program on track while traveling

Insight: Travel: In alignment with age and geo data, when it comes to travel, WW purchasers also overindex on multiple FL locations while underindexing on LA and SF. However, WW purchasers also overindex on traveling to Austin and Dallas

Recommendation: 1. Leverage Yahoos data to determine users who have purchased airline tickets or hotel accommodations, signaling their plan to travel to Florida or Texas in the coming months.2. Distribute content/tips to those users around how to keep your WW program on track while traveling, easy fitness tips to take on the road, etc. - adding value and building a deeper connection with your users by connecting with them on a personal level and through content that matters to them

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*The Content Council Research 2015

*The Content Council Research 2015

*The Content Council Research 2015

*The Content Council Research 2015