What happens when you partner social strategists with multimedia producers to make great content designed to be shared across your community? 1st video (over 1mm views in week one): https://www.youtube.com/watch?v=-PHcdn8R4d4 2nd video (over 1mm views in week one): https://www.youtube.com/watch?v=38CPg9OS510

2. OBJECTIVE
To become a Social Business within
the next 5 years, by expanding the principles of social
communication throughout the organization

3. Integrate social media with broadcast content and apply the
principles of social communication to both

4. All content must be social

5. Make the audience our medium
and socialize with them
i.e. give them great content
and let them share it

6. Why this works

7. 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

8. =
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:
+

9. and eventually…
Social content becomes
sought after content.

10. How do we get there?

11. 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

12. AARP
STUDIOS
Stories That Matter

13. VP of AARP Studios
Director of Media
& Community
Development
Director
Managing
Content Editor
Training Advisor
Community Marketing
Senior Advisor Analytics 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

14. 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

15. #1
Reason for Being
Determine what AARP community
content stands for
Community Content Strategy:

16. #2
Audience Definition
Focus efforts digitally on trying to reach multiple niche audiences instead of one broad
audience
Community Content Strategy:

17. #3
Quality vs Quantity
Produce fewer pieces of
content, but ones with legs
Community Content Strategy:

18. ’
Community Content Strategy:
#4
Show dont tell
Using insightful stories, show people
AARP's value instead of telling them

19. #5
Evergreen Content
Perpetually relevant content, not news
Community Content Strategy:

20. # 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.
#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:

21. 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

22. THANK YOU.