Marketers Becoming Publishers And the impact on media companies April 23, 2015 Peter Hahn Manager Integrated Marketing BearingPoint, Inc.

2© 2008 BearingPoint, Inc. 100 million blogs worldwide 120,000 new blogs created per day This Year the Blogosphere will surpass the amount of content stored in the Library of Congress!

3© 2008 BearingPoint, Inc. UGC Content Surpasses Publisher content 2008 refresh cycle is seconds due to user generated content 2005 refresh cycle was 3 months 2000 refresh cycle was 9-12 months

4© 2008 BearingPoint, Inc. Enviornmental Factors

5© 2008 BearingPoint, Inc. Community as the Center

6© 2008 BearingPoint, Inc. CEO COO CFO CIO/CTO LOB CIO LOB Head Department Head Department Managers Research Analyst National TV & Radio National Magazine Ads C Level events PGATour Sponsorship Partner Trade Events Global Solution Public Relations Global Solution Suite Programs Industry Specific Press Relations Industry Specific Events Social Media Strategy Contextual Advertising Program Corporate Keyword Program Search Engine Optimization Click to Contract Methodology

7© 2008 BearingPoint, Inc. No Leads get Left Behind

8© 2008 BearingPoint, Inc. Content Assembly Line Content Development Interactive Marketing Q&A Recording TranscriptPaper Developed Landing Page Content & Key Words Blog Content Content Landing Page (Paper)Podcast w/ Transcript Developed Video w/ Transcript Developed TweetRSS Syndicates Blast Podcast Syndicates Syndication FacebookBlog

9© 2008 BearingPoint, Inc. 4 Key Takeaways 1.Marketers have to publish or perish 2.Social media is BIG in the mix 3.Media Buying has to evolve 4.Forget about using Metrics and Start showing Leads

10© 2008 BearingPoint, Inc. How to contact me? Peter Hahn Manager Integrated Marketing BearingPoint, Inc Management & Technology Consultants Office: Mobile: Check out our blog … Newthinking.bearingpoint.com