Trouble viewing this email? Click here to view in your browser. Consumers Control Brands 4 LESSONS IN CREATING DYNAMIC SOCIAL CONTENT Creating social content for brands is an art form that evolves daily. It's imperative that brands understand their audiences and be able to answer questions such as "Why would an audience care?" and "Why would an audience share?" Complicating this is the proliferation of channels and the many, various types of content and audiences that exist on those channels. Here are four lessons in producing social content. THE FULL STORY The World of Post-Advertising IS THE END OF AD AGENCIES NEAR? Much like newspapers, conventional advertising agencies are becoming irrelevant. Business’s radical democratizing by open innovation and crowdsourcing over the past decade is resulting in new sources of innovative ideas. Could this emergence of co-creation alter agencies forever? Read On The World of Post-Advertising YOUTUBE'S JOURNEY TO PAID ORIGINAL CONTENT Earlier this month DreamWorks acquired AwesomenessTV—an original-content channel on and funded by YouTube—for $33 million. This was followed by the launch of YouTube’s paid-subscription pilot program. Are we seeing a major shift in the concept of online video content? Learn More The World of Post-Advertising WHY JCPENNEY'S APOLOGY WILL WORK JCPenney's mistakes last year have no doubt become part of its brand story. But in its latest spot it has owned up to its mistakes and vowed to change, in a manner reminiscent of the successful Domino's "Pizza Turnaround" campaign. Steve Olenski, on Forbes, believes that this will work for JCP as well. See Why From The Blog GETTING MARKETING MILES OUT OF YOUR SUPERFANS Superfans are embracing the brands they love, from television shows and video games to automotive and even CPG. While most brands are busy trying to attract new fans, the ones that are thriving are those that are embracing and rewarding those fans who go the extra mile by creating their own content and thus furthering the brand’s reach. To what lengths is your brand going? Read On The World of Post-Advertising A STORYTELLING EXPERIMENT Without permission, a small shop in L.A. took a 2005 commencement speech by David Foster Wallace and interpreted it as an incredible cinematic homage to the troubled literary genius. Wallace's story and the video that now goes along with it have gone viral, and Adweek interviewed the creators. Get the Story The World of Post-Advertising MASTERCARD'S SOCIAL COMMAND CENTER Because so many conversations about brands are happening on social channels, most brands have committed to social listening to some degree. But few have committed as has MasterCard, whose headquarters features a centralized "conversation suite" with 24/7 monitoring and a 40-foot LED display. See It The World of Post-Advertising TUMBLR AD CAMPAIGNS REACH SIX FIGURES Though it's one of the top social platforms, Tumblr has waited longer than Facebook and even Twitter to implement advertising. But according to its CEO, David Karp, Tumblr's ad campaigns are gaining traction, and brands are spending, on average, "north of six figures." Learn More Resources E-BOOK: INTRO TO SOCIAL MEDIA Many social-media tools are free to join and simple to use. But that doesn't mean they come without cost or don't require strategy. By reading our latest e-book, you'll learn what it takes to define the social-media path that works best for your brand. Download the Free E-book Haven't subscribed yet? Register here. Visit Story's website. Want more Post-Advertising news? Visit our blog at PostAdvertising.com. We take your privacy very seriously. Your information will always remain private and you will never receive any unsolicited emails. View our Privacy Policy. (C) 2013 Story Worldwide LLC