Pete Cashmore, Founder and CEO of Mashable
Mashable is an award-winning site and one of the largest and most popular destinations for digital, social media, and technology news and information with more than 20 million unique visitors per month. Mashable has been named a must-read site by both Fast Company and PC Magazine and is ranked as the most influential media outlet by Klout. Pete founded Mashable in 2005 as a blog focused on up-to-the-minute news on social networks and digital trends. Since then, Mashable quickly grew to be one of the top 10 and most profitable blogs in the world. Pete was named one of Ad Age’s 2011 influencers, a Time Magazine 100 in 2010, and a Forbes magazine web celeb 25. He was also named a Briton of the year by the Telegraph in 2010. Pete is a World Economic Forum 2011 Young Global Leader. Pete is based in New York and frequently visits San Francisco.
In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become content creators.
Elisa Steele is the Chief Marketing Officer & Corporate Vice President of Marketing at Skype. Prior to Skype, she served as the Chief Marketing Officer of Yahoo! Inc. from March 2009 to May 2012 and also served as its Executive Vice President until May 2012. She was responsible for Yahoo!’s brand, its global marketing strategy and its marketing functions including brand marketing, audience marketing, corporate communications, insights, policy and privacy, community affairs, and related central teams.
Your Brand: The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.
Jascha oversees all marketing efforts including branding, product marketing, demand generation, advertising, public relations, community, and web operations. Prior to joining Mindjet, Kaykas-Wolff served as senior vice president of marketing and customer success at Involver, the world’s largest social marketing platform. He previously headed Global Marketing for Webtrends, the leading customer intelligence platform that founded the web analytics industry. Kaykas-Wolff served as a strategic consultant for Alvarez & Marsal, a global business advisory services company, and has held senior management positions at Microsoft’s MSN and Windows divisions & Yahoo! Inc’s commerce business unit.
There’s a difference between being a thought-leader and a do-leader. Thought leaders can tell you what you should be doing, but often have no practical, real-world experience translating thought into action. Do-leaders, on the other hand, are seasoned professionals who base their advice on what they’ve accomplished and failed at — a huge value add for any organization. Michael Brito, Senior Vice President of Social Business Strategy at Edelman Digital, is the epitome of a do-leader.
In his book, Your Brand: The Next Media Company, he concisely breaks down one of the biggest challenges brands face today: developing, and more importantly living, their content strategy. By deftly tying team roles and responsibilities to the management of converged media programs, he takes a three-dimensional view of content strategy that’s usually missed out on by leaders who push for ideals over ideas. And unlike some tell-all handbooks with little to offer besides tired to-do lists and recycled suggestions, he does it through intelligently-structured narrative that’s peppered with applicable, pragmatic advice. Your Brand, The Next Media belongs on the bookshelf of every CMO.
Amy Kavanaugh, Vice President Public Affairs, Taco Bell
Amy’s expertise is in the area of brand reputation management, digital, social and traditional media engagement and developing and implementing communications strategies with the goal of driving sales, brand equity and growth. In collaboration with her teams, colleagues, clients, technology (and even her siblings), Amy has been an integral part in more than 100 product and service offerings as well as the development of high profile global brand campaigns and corporate social responsibility and education campaigns. In addition to helping organizations engage in a transparent, two-way dialogue with stakeholders that further the public’s understanding and appreciation of who they are, Amy has helped companies successfully navigate unprecedented challenges and uncharted territory (double digit sales loss, industry or infrastructure transformation, the chaos created by 24/7 news cycles).
Brito has written a practical and thoroughly engaging book for brands looking to effectively launch a sustainable social business strategy. Whether early in the process or evolving your current approach, Brito’s holistic view provides actionable insights to help you navigate both the internal and external challenges we all face. I recommend this book to anyone who wants their brand to remain relevant in a world where meaningful and authentic connections with social customers are now tables stakes!
Claire Diaz-Ortiz, Social Innovation Lead, Twitter
Claire Diaz-Ortiz was an early employee at Twitter Inc., where she has led social innovation since 2009. Named one of the 100 Most Creative People in Business by Fast Company, she is the author of several books, including Twitter for Good: Change the World, One Tweet at a Time. Claire manages Twitter’s social good initiatives, including the Twitter for Nonprofits and Twitter Ads for Good programs. She also works closely with religious leaders and organizations. Claire has been called everything from “The Woman Who Got the Pope on Twitter” (Wired) and “Twitter’s Pontiff Recruitment Chief” (The Washington Post) to a “Force for Good” (Forbes) and “One of the Most Generous in Social Media” (Fast Company). She is a frequent international speaker at such diverse conferences as South by Southwest, BlogWorld, Personal Democracy Forum, and United Nations events. She is known for developing the TWEET model — a framework to help organizations and individuals best excel on Twitter.
Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.
Ted Rubin, Chief Social Marketing Officer, Collective Bias
Ted leads organizational marketing for the business, including working with all members of the team with regard to best practices, social implementation, and overall social marketing strategy. He takes the lead role to maximize market share by promoting Collective Bias in the social media, partnerships and client space whenever and wherever possible including marketing, blogger and social media industry events. He is the brand ambassador to not only the corporate, prospective partner and social media world, but also to the blogging community.
Whether your business is selling widgets or services, success depends on thinking more in terms of delivering stories about those widgets or services and how people use them than about pumping out feature-rich fact sheets or ads.Your customers want to hear those stories, so find more ways to tell them! Reach out to your brand advocates and collaborate with them, and don’t forget to include quality of engagement in your metrics for a better overall view of how you’re doing. In other words, think like a publisher—you’ll get better results.
In his book “Your Brand: The Next Media Company,” Michael Brito walks you through this process and tells you how to get it done. A must read for any marketer in this quickly evolving social world.
Lee Odden, Founder and CEO of TopRank Online Marketing
Top Rank is a digital marketing agency that works with B2B and B2C companies to create better connections with customers and improve sales through an integrated approach to digital PR, search, content and social media marketing. Assembled a super team of internet & content marketing specialists in online PR, content marketing, research/analysis, web design/development, search engine optimization, email marketing, social media marketing, online public relations, web analytics, conversion optimization and client management to help our medium and Fortune 500 clients attract, engage and convert more new business. He is also the Author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing (Wiley).
The future of digital media is alive and well and it’s you. In Your Brand: The Next Media Company, Michael Brito provides a clear roadmap for transforming your business into a more relevant, social and meaningful media company. He has followed up a fantastic book on social business with a roadmap for transforming your company into an agile, ubiquitous and relevant content machine; and he covers all bases from social business to content marketing to structuring your organization for success.
Ann Handley, Chief Content Officer, MarketingProfs
Ann is an 11-year veteran of creating and managing digital content to build relationships for organizations and individuals. Ann has a passion for building community, particularly in using new media tools to broaden and build value. Currently, Ann is the Chief Content Officer of MarketingProfs, which provides strategic and tactical marketing know-how for marketing and business professionals through a full range of online media. Ann writes at the MarketingProfs Daily Fix, a blog in the top 20 of the Advertising Age Power150 and in the top 10 of The Viral Garden’s Top 25 Marketing & Social Media Blogs.
In Your Brand: The Next Media Company, Michael Brito puts the content marketing conversation into a necessary, needed context. He explains how some fundamental shifts in the way consumers make purchasing decisions changes everything for brands, and why the smartest brands should listen up!
Brian Clark, CEO of Copyblogger Media
Brian is a serial entrepreneur based in Boulder, Colorado. You can find his Copyblogger writing archive here. Brian built three successful service businesses using online marketing techniques before moving to a completely online business model. The result of that move — Copyblogger Media — is an innovative company that provides the advice and solutions that empower people to successfully grow their businesses through social media and online marketing. Brian is @CopyBlogger on Twitter.
Every company is a media company, no matter your business model. I’ve been preaching this for over 7 years, and Michael Brito offers one of the most lucid and useful resources on the topic yet. Buy this book, you won’t regret it.
Mei Lee, Vice President, Digital Marketing, Conde Nast
Mei Lee is currently the VP Marketing, Digital for Conde Nast Entertainment. She also is an Adjunct Instructor for UCLA’s School of Continuing Education. Before joining Conde Lee held a number of positions, she sat on the Advisory Board for Coursehorse.com, was Sr. Director, digital marketing for J. Crew, Director- Search Media for Organic, and Manager, Search Technology at Disney Interactive. With a multifaceted suite of marketing expertise Lee has successfully leveraged digital media to maximize profitability and brand effectiveness for enterprises from start-ups to fortune 500 companies.
A must read if you are serious about using social business strategy to transform your brand into a media company!
Adam Hirsch, Senior Vice President, Edelman Digital
From 2008 to Jan. 2012, he was Mashable’s chief operating officer where was critical in developing Mashable from a small blog into a media company. He oversaw Mashable‘s business development, including marketing, partnerships, advertising and events. Some of his key initiatives included the Social Good Summit, the Open Web Awards (now known as the Mashable Awards) and the Summer of Social Good. He joined Mashable in 2007 as community and marketing manager. Adam Hirsch also served as chief digital officer at DoSomething.org. Adam is a New York City native and a graduate of Cornell University.
Content Marketing is no longer just a concept, it’s a way of business. Whether you are small business, nonprofit or a large corporation you need to read this book to learn the why and the how to setup your organization to become a media company. Michael Brito’s experience and expertise are second to none and he provides expansive and detailed approaches that are applicable to everyone.
Newscred is a platform that connects publishers and brands with the world’s best journalism. NewsCred is reinventing the business model for news, streamlining the licensing and syndication process, and delivering new revenue to the journalism ecosystem. As CEO, Shafqat manages the strategic growth of the company, pioneering a new content ecosystem for brands and publishers. Since its founding in 2008, NewsCred has grown to a 75+ person team of technologists, journalists and creative content marketers based in New York, London and Dhaka.
An incredibly accurate assessment of the social customer and the challenges we face today in garnering their attention. Brito captures the very essence of what it takes for brands to cultivate awareness and loyalty in today’s saturated content marketplace. Packed with first-hand knowledge from tenured marketing and agency executives, this text is a must-read for anyone invested in tackling the content marketing space and making a true impact on the industry and, most importantly, the consumer.
Joe Pulizzi, Founder, Content Marketing Institute
Joe Pulizzi, author, speaker and evangelist, is a content marketing expert dedicated to helping companies grow profits by creating better content. One of the founders of the content marketing movement, Joe launched what is now the Content Marketing Institute back in 2007 as a true online resource for those interested in content marketing and brand storytelling. Joe started using the term “content marketing” back in 2001.
Yes, we are all media companies now…but so many brands don’t know how to make this important transition. Take this book, read it and put it under your pillow. This book will transform your marketing from “also ran” to dominating your informational niche. Now is the time!
Conversocial is a venture backed SaaS company. Conversocial’s social customer service software is used by companies including Sephora, Groupon, Hertz, Tesco, Net A Porter, Waitrose, M&S and more to help them manage the fast growing flow of customer service enquiries they are receiving on Facebook and Twitter. Previously I co-founded iPlatform, the UK’s leading social app development company (and the first official Facebook Preferred Developer Consultants in the UK), which was acquired by Betapond in September 2012.
Social media is causing a fundamental shift in the structure of business – both internally and externally. At this tumultuous time, Your Brand, The Next Media Company provides a clear map to guide your organization through the decisions you need to make NOW to ensure you stay relevant and evolve into a media company