Publishing guide

This guide shows how easy it is to publish and moderate content in the RebelMouse publishing platform

1. >
> RebelMouse

2. TABLE OF CONTENTS

PUBLISHING 01

Why Design
Matters?

the

+ Product

02

Publishing
Content

Format-Optimized
Posts

How to Post and Edit

+ Working with Images

03

04

Enabling
Calls to Action

Action

Powering
Community

+ Why Community
Matters

+ What the Consumer
sees - Workflow

+ What the
Community Manager
sees - Moderation

3. Why Design Matters?

+ Intro
+ Case Study: theDodo.com

+ Product Overview

«e RebelMouse

4. WHY DESIGN MATTERS?

There's no doubt about it; people
love to post, we are addicted to
content —posting it, reading it,
sharing it, commenting on it. So
why does most content look simply
awful? Or worse still, why does it
look OK inside Facebook's Paper
app but terrible when viewed inside
LinkedIn? When you share that
New York Times article why does
some random picture pop up in
your Twitter stream, and when you
use one of those social distribution
tools why do the images come out
wrong even though you thought
you had selected a good one?

‘The answer is that although posting content
is easy and sharing is easy, if the platform
powering those capabilities doesn't posses a
design ethos, that content will look like, well,
lowest common denominator content —
stemming from a time when screens were
really small, images were small and fonts
were limited, And of course the biggest shift
is that people read content on all kinds of
devices of all shapes and sizes using the web
or apps or browsers inside apps.

Content when presented beautifully
has the ability to change attitudes and
inspire people to action.

Take images in content, for example.
‘Automated cropping of images - typical in
many publishing platforms - generally

delivers poor results. Art direction, needed
for providing appropriately-composed and
meaningful images within different display

contexts, is sorely lacking in publishing tools
which focus on their native formats.

With Rebel Roar —RebelMouse's enterprise
solution for Brands, Publishers and Media
companies - we have created a publishing
platform that reimagines the experience of
people reading content across any device and
presents content in a stunningly beautiful
fashion not just across multiple devices and
social networks but also optimized within
apps, so that your content simply looks
stunning on the web and inside the Facebook
Paper App post-browser on a phone.

This guide illustrates the power of the
RebelMouse publishing system using
‘examples drawn from theDodo.com, covering
how people, community managers and
editors can read, participate, contribute,
create and moderate content.

Welcome to publishing reimagined.

RebelMouse, Inc. 201

5. CASE STUDY

Content Driving Engagement.
Engagement Driving Content

icated to highlighting the relatic mals and humans has created à

This cases

mov t stories through publishing, fasc les from both experts and the

community at large

“We're witnessing a profound shift in the way people regard animals. They matter more to us now. We think of them less as
objects at our disposal, as science increasingly reveals them to be intelligent, emotional, social beings that are not as different
from us as we used to think they were. The Dodo channels this shift every day by covering the most important and fascinating
stories including photos, videos, Vines...join us!"

Kerry Lauerman, Editor of theDodo.com

RebelMouse
RebelMouse ne 2014

6. “To power the sharing of stories, pictures, media,
anything animal related and to create an
unprecedented com we turned to
RebelMouse - their pl ing platform truly lifts
the publishing experi elps our
community and theirst ain the amplification
they need to make a 4

Izzie Lerer,
Founder, The Dodo

7. ANIMALS NEVER LOOKED SO GOOD

Made with RebelMouse

Eu:
= Community and Influencer
participation
Hyper efficient, fully responsive pS
curation at the speed of conversation

Cross-Social Engagement Analytics Native Branded Apps

8. ANATOMY OF A VIRAL POST

First week of publication
May 11, 2014 to May 19, 2014:

6,750,000+ pageviews

900,000 likes

668,981 0000

Petition signatures in July 2014

50,000 new Community 100 SeaWorld Blog Posts

members ..with 5 going viral

20,000 Facebook followers,

Published on May 11, 2014

9. +Product Overview

10. HY PER-EFFICIENT CONTENT CREATION AND CURATION

Live preview of
content as you edit

Auto-cropped images to
fit content layout

Auto-Discovery of
full-width responsive
graphics

he Simpsons” Creator Arrives In Taiji To
otest Brutal Dolphin Hunt

Contribute posts via
mobile

Automated
“Most Popular” posts

11. POWERED BY COMMUNITY PASSION & PARTICIPATION

First Lady: How Pandas Bring Nations Together

Every contributor has
a profile

1-Click Sign Up

12. EASY AND EFFICIENT COMMUNITY POST MODERATION

Submissions

Matt Sorum drums up musicians" support for US. ivory ban

Contributors .
(with # of posts) Quick and easy
actions to highlight

13. WEB AND SOCIAL ANALYTICS FOR INFORMED ACTIVATION

Top Posts
Insights

Audience

“=~ 315,896 =

14. GOODBYE LANDING PAGES, HELLO LAUNCH PADS

Social petitions and

#hashtag calls to action Latest trending posts

Optimized for Facebook immediately surfaced
mobile viewing and sharing

15. CALL TO ACTIONS DRIVE EMAIL CAPTURE
AND FRIEND NETWORK SHARING

Quizzes Pledges Petitions Face-offs Polls Email acquisition

16. COMING SOON: THE DODO NATIVE APPS

S 18:18

Branded experience
Mobile contribution

Consumption via Mobile

17. Publishing Content

+ Format-Optimized Posts
+ How to Post and Edit

+ Working with Images

18. + Format-Optimized Posts

© RebelMouse, Inc. 2014 18

19. WHY FORMAT-OPTIMIZED POSTS ARE NEEDED

Nobody likes to see their deep meaningful content rendered into a shoddy post, yet social media tools that help
you distribute content to multiple social networks do a poor job of showcasing your images in the correct way -

just try posting to Facebook and LinkedIn at the same time to see the results.

From Twitter #Fail

to Facebook

Happy Birthday to the incomparable Diana,

Princess of Wales, never forgotten

wasimahmad.com/happy-birthday...
ys A

incomparable Diana,
forgotten

use, Inc. 201

From RebelMouse to Facebook and Twitter

20. WHY FORMAT-OPTIMIZED POSTS ARE NEEDED

Nobody likes to see their deep meaningful content rendered into a shoddy post, yet social media tools that help
you distribute content to multiple social networks do a poor job of showcasing your images in the correct way -
just try posting to Facebook and LinkedIn at the same time to see the results.

2 Lg ve à

ke Some ofthe Pas Year Mos poca Wile Photos

CONS KIO PA TERRES
an soma eon ln Yr
From Twitter | Settee ce ns ra o Mat

to Facebook #Fail

SOI Some Of The Past Years Most
Spectacular Wildlife Photographs
wasimahmad.com/look-some-of-t.

LOOK: Some Of The Past Year's Most Spectacular
Wildlife Photographs.

From RebelMouse to Facebook and Twitter RebelMouse, Inc. 2014

21. FORMAT-OPTIMIZED POSTS AND SHARING

automatically for

art direction option:

of size, device or app.

Beautifully rendered
inside Facebook's
native Paper app -
inside their shared post

browser
he Simpsons” Creator Arrives In Taiji To

otest Brutal Dolphin Hunt

RS
frat Den lue

RebelMouse sites and content posts

are designed to be responsive. Art Responsive design and

Direction guides for cropping images automated cropping delivers
are part of the post creation crisp and fresh looking posts
experience inside Facebook's browser on

the tablet

22. + How to Post and Edit

23. CREATING A POST

RebelMouse is the

publishing platform that automatically formats olute best on every

‘or ensures that content

nt. Full c
ronment. Full a

pp and browser en t direction option:

device

ze, device or application

adapts and looks stunning rega

=
=

Costa Rica-the best place to be an

es (Costa Rica - the best place to be an animal.
1. Clicking on “Add Post brings up the 2. Start typing the headline. 3. Start typing the headline...and an image
canvas where you can create a post will be automatically selected for you

ee A AS

4. Pressing the image button will provide 5. As you carry on writing the body copy of 6. Hovering over the text brings up
additional automatic selections and give your content post, you see a live preview of formatting options
you the option of searching or uploading the article

your own image

24. SAVING A POST

Once your post is written, you can choose to
publish it or save a draft. Published posts will
appear on your profile page, and drafts will J ~ batman

appear in the a special ‘Saved Drafts’ tab that is If someone is hurting animals, they are

going to have to answer to me.

hidden from the public.

You can go in and edit the post at anytime, change the DODO PAGE
splash image or in fact add images and video to the body
of the post

See the next section to learn about working with images
inside the Post Editor.

Costa Rica -the best
place to be an animal

25. ART DIRECTION: CREATE AN EXTRACT FROM EXISTING CONTENT

Paste URL or add headline. ce ‘ RER
wildlit |
NAL Of TI hletes Are a hi 1

Crusade Poaching

wildlife

Itpsuwwwnedodo.comval-otihese-athetes-are-star-585458356 mi

1. Clicking on "Add Post brings up the 2. RebelMouse will resolve the URL, bring in the splash image, and the first
canvas where you can create a post, media content in the article together with any specified meta data - resulting
simply paste in the URL of the article you in an instant extract or summary which can be linked to the existing content

want to import into RebelMouse Note: There is an Import capability for existing Wordpress sites.

26. + Working with Images

27. WORKING WITH IMAGES

Costa Rica- the best placa Ge én animal

1. Clicking on the Edit icon on a splash image 2. You can choose from the auto selection of 3. Select the thumbnail to set a new header
brings up the image menu. Click on the camera thumbnails, upload an image or do a search with image
icon to select an alternative image keywords

4, To edit an exit image mask - click on edit - 5. The Editor will cycle through the standard 6. Be sure to set each of the crop settings so
this will allow you to set the default crops for crops that you will be able to crop to ensure that your image is optimized regardless of
different sized images that will optimize the you get the best version of the image for each where on your site the image appears.

post for different formats scenario

28. ART DIRECTION: IMAGE CROP

Going into your image selection process it's important to know that the same image will not work across all social
platforms. Size is also extremely important. If you really want to make your images shine, take the time to construct

them for each post

7. Each crop setting corresponds to a size on our
default layouts and/or is used for social sharing

9. Your crop settings are saved and you can
immediately see the results in the live editing preview.

8. Crop your photos to trigger an emotional response - the crop
settings tool makes sure that you can convey that emotional
response across a variety of formats and social sites.

29. ADDING AN IMAGE OR VIDEO TO THE POST

1. To add an image to post - click on the
blue + symbol to upload an image or
search for one

2. Hovering over an existing image will
activate the edit button enabling you to
edit advanced properties

3. Here you can set Title, link and position
and the clicking behavior

30. ADVANCED OPTIONS

Opening up the sidebar navigation gives you
additional options to specify which social
networks are available to the post for sharing

These settings enable you to specify tags and
target URLs for the post

Advanced Settings

Tags:

31. PUBLISHING THE POST

Once your post is written, you can choose to
publish it or save a draft. Published posts will
appear on your profile page, and drafts will
appear in a special ‘saved drafts’ tab that is
hidden from the public.

You can go in and edit the post at anytime, change the
splash image or in fact add images and video to the body
of the post

See the next section to learn about working with images

nside the Post Editor.

8 Reasons Costa Rica Is The Best
Place To Be An Animal

Love Animals?

32. Enabling
Calls to Action

+ Types of Action
+ Call to Action Workflows

+ Creating Calls to Action

33. + Types of Action