Annie Granatstein @Anniegranat @Wpbrandstudio
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Annie Granatstein @anniegranat @wpbrandstudio Speaking their languages How to engage different audiences with meaningful content Annie Granatstein Head of WP BrandStudio, The Washington Post @anniegranat | @wpbrandstudio Annie Granatstein @anniegranat @wpbrandstudio Speaking their languages JOURNALISTIC QUALITY + NEXT-GEN TECHNOLOGY Annie Granatstein @anniegranat @wpbrandstudio Speaking their languages Find your story Find a Tap into Be the expert JOURNALISTIC QUALITY first unique angle thought leaders not the hero Annie Granatstein @anniegranat @wpbrandstudio Client Social UX lab Cultural insight Niche pubs Audience STORY Research Brand Editorial orgs Gov insight insight Mine the to understand your and find your data audience story Annie Granatstein @anniegranat @wpbrandstudio Engage experts…with active followings Reshma Saujani Scott Harrison Joanne Manaster Founder and CEO, Founder and CEO, Biology lecturer, University Girls Who Code Charity Water of Illinois Areas of expertise: Areas of expertise: Areas of expertise: Politics, technology, Nonprofits, start-ups, Biology, general science, activism philanthropy, sustainability science literature @reshmasaujani @scottharrison @sciencegoddess 100K followers 87K followers 62K followers Annie Granatstein @anniegranat @wpbrandstudio Go beyond amplification + + inform create amplify Annie Granatstein @anniegranat @wpbrandstudio Speaking their languages JOURNALISTIC QUALITY + NEXT-GEN TECHNOLOGY Annie Granatstein @anniegranat @wpbrandstudio Photo/video AR -grammetry Shoppable 360 Web AR Emotion STORY recognition (data- Gamified informed) AI VR Voice Interactive Custom video podcasts Experiential NEXT-GEN TECHNOLOGY Annie Granatstein @anniegranat @wpbrandstudio Organize by audience Influencer Business Consumer Optum AT&T Mike’s Hard Lemonade Annie Granatstein @anniegranat @wpbrandstudio Why does that matter? Content that is relevant resonates Annie Granatstein @anniegranat @wpbrandstudio Trending topics Influencers % of Washington Post readers very interested: Who are they? 39% THE DAVOS SET 37% Significant sway over policy, 29% business, financial, media or 18% cultural trends. The Post ranks #1 nationally among opinion leaders Smart Alternative/ U.S. Healthcare/ Environment/ cities Renewable Energy reform/tech Climate Change Source: 2018 Erdos & Morgan Opinion Leaders Study Annie Granatstein @anniegranat @wpbrandstudio Optum Working to End the Epidemic Brand Insight + Cultural Insight + Editorial Insight Raise awareness of its Country in crisis Trying to make sense of it pioneering evidence- based approach. 13 minutes 600k+ PVs How often someone dies from Top 5 stories on opioids in opioid overdose In America. the last year. (Source: Optum) (Source: United Health Group/U.S. Department of (Source: The Washington Post) Health and Human Services) Annie Granatstein @anniegranat @wpbrandstudio STORY TELLING Evidence and Multimedia blend collaboration are of education and needed to mitigate the emotion epidemic Annie Granatstein @anniegranat @wpbrandstudio Annie Granatstein @anniegranat @wpbrandstudio Optum Impact 2019 Finalist, Digiday Publishing Awards, Best Shared by Katie Couric (1.75M Twitter followers) Brand Partnership Recognition from AdAge; honors from AVA, 2019 Honoree, Webby Awards, Advertising, Webby, Digiday and Pearl Impact Awards Media & PR: Public Service & Activism Annie Granatstein @anniegranat @wpbrandstudio Trending topics Business people % of Washington Post readers very interested: Who are they? 22% Future seekers 16% • Business managers 11% • IT decision-makers 10% • End users of business technologies We aim to help them navigate the future and see value in the brand's solutions. Big Data Digital AI/Machine Cybersecurity Transformation Learning/Automation of Business Annie Granatstein @anniegranat @wpbrandstudio AT&T How to Pass the 5G Litmus Test Brand Insight + Cultural Insight + Editorial Insight AT&T at forefront of 5G rollout: 21 Need to be 5G ready WP newsroom’s Google cities, nationwide by 1H 2020. STAMP 66% → Security, training and innovation of orgs plan to high mobile are top topics for their business deploy 5G by 2020. engagement. clients. (Source: AT&T Business) (Source: Gartner Research) (Source: The Washington Post) Annie Granatstein @anniegranat @wpbrandstudio STORY TELLING Explore security, Animated mobile training and innovation story series tackling in the 5G age each topic Annie Granatstein @anniegranat @wpbrandstudio Annie Granatstein @anniegranat @wpbrandstudio AT&T Impact Annie Granatstein @anniegranat @wpbrandstudio Trending topics Consumers % of Washington Post readers very interested: Who are they? 38% All readers 24% • Smart, but not experts 20% • Dining at the internet buffet 19% • Looking for inspiration We aim to reach them on a personal level. CSR Outdoor Personal finance U.S. history adventure/travel and investing Annie Granatstein @anniegranat @wpbrandstudio Mike’s Hard Lemonade Good News Effect Brand Insight + Cultural Insight + Editorial Insight Bring people together in Bad news blues Aching for an antidote moments of joy and help them "drink on the bright 7 in 10 130% side." # of people who suffer Inspired Life PV growth from news fatigue. YOY (Source: Pew Research Center, June 2018) (Source: Omniture, June 2018) Annie Granatstein @anniegranat @wpbrandstudio STORY TELLING Investigate whether Across experiment, trend article positive news can and live event, emotion actually make you recognition technology invites happy audience to find out for themselves Annie Granatstein @wpbrandstudio Annie Granatstein @anniegranat @wpbrandstudio Mike’s Hard Lemonade Impact.