Engine 03 · Distribute
Distribution Engine
Distribution Engine
Puts every approved version on the right channel, on time. Planned once, published everywhere.
Versions received from Localisation
Calendar built
Scheduled · 40 posts live this week
Film · One calendar, every channel · 0:58
Social lead
Paris
Can we move the FR launch post to Thursday 9am?
The problem it solves
The problem it solves
Great content, posted late. Or not posted at all.
Great content, posted late. Or not posted at all.
Publishing still runs on spreadsheets and goodwill. Approved work waits in folders while channels go quiet and launch windows close.
Publishing still runs on spreadsheets and goodwill. Approved work waits in folders while channels go quiet and launch windows close.
Calendars live in spreadsheets
Calendars live in spreadsheets
–
–
Every market keeps its own plan. Nobody sees the whole picture, and clashes surface after they go live.
Approved work sits unused
Approved work sits unused
+
+
Assets get signed off, then wait in a folder. By the time someone posts them, the moment has passed.
Every channel needs a different cut
Every channel needs a different cut
+
+
Formats, lengths and specs change by platform. Resizing by hand eats the time meant for publishing.
Calendars live in spreadsheets
–
Every market keeps its own plan. Nobody sees the whole picture, and clashes surface after they go live.
Approved work sits unused
+
Assets get signed off, then wait in a folder. By the time someone posts them, the moment has passed.
Every channel needs a different cut
+
Formats, lengths and specs change by platform. Resizing by hand eats the time meant for publishing.
Calendar v7 · 3 owners
12 assets never posted
Launch post missed in 2 markets
Calendar v7 · 3 owners
12 assets never posted
Launch post missed in 2 markets
How it runs
How it runs
Publishing, run as infrastructure. Not a weekly scramble.
Publishing, run as infrastructure. Not a weekly scramble.
Every version is scheduled, formatted and published on a shared calendar, timed to each market. Your team sees what goes out and when. It doesn’t chase uploads.
Every version is scheduled, formatted and published on a shared calendar, timed to each market. Your team sees what goes out and when. It doesn’t chase uploads.
01
Plan
From the Command Centre
Campaign priorities and market moments become one calendar, built before anything is due.
02
Schedule
Every channel, every market
Each version is formatted for its channel and slotted into the best window for its audience.
03
Publish
Tracked as it goes live
Posts go out on time and are logged as they land. Live work moves straight on to activation.
Calendar build · 0:07
Scheduling · 0:09
Live · 0:06
Published · ready to activate
Calendar build · 0:07
01
Plan
From the Command Centre
Campaign priorities and market moments become one calendar, built before anything is due.
Calendar build · 0:07
01
Plan
From the Command Centre
Campaign priorities and market moments become one calendar, built before anything is due.
→
Scheduling · 0:09
02
Schedule
Every channel, every market
Each version is formatted for its channel and slotted into the best window for its audience.
→
Scheduling · 0:09
02
Schedule
Every channel, every market
Each version is formatted for its channel and slotted into the best window for its audience.
→
Live · 0:06
Published · ready to activate
03
Publish
Tracked as it goes live
Posts go out on time and are logged as they land. Live work moves straight on to activation.
→
Live · 0:06
Published · ready to activate
03
Publish
Tracked as it goes live
Posts go out on time and are logged as they land. Live work moves straight on to activation.
Calendar build · 0:07
Calendar build · 0:07
→
Scheduling · 0:09
Scheduling · 0:09
→
Live · 0:06
Published · ready to activate
Live · 0:06
Published · ready to activate
01
Plan
Plan
From the Command Centre
Campaign priorities and market moments become one calendar, built before anything is due.
02
Schedule
Schedule
Every channel, every market
Each version is formatted for its channel and slotted into the best window for its audience.
03
Publish
Publish
Tracked as it goes live
Posts go out on time and are logged as they land. Live work moves straight on to activation.
On repeat, every month
Then again next month, sharper
On repeat, every month
Then again next month, sharper
Week 1 · Brief
Week 1 · Brief
Week 2 · Produce
Week 2 · Produce
Week 3 · Approve
Week 3 · Approve
Week 4 · Hand off to Activation
Week 4 · Hand off to Activation
The Golden Triangle
The Golden Triangle
Every decision should make social more efficient, more scalable, or more sustainable.
Every decision should make social more efficient, more scalable, or more sustainable.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
The outcome
The outcome
Every channel, always on, always on time.
Every channel, always on, always on time.
A full calendar across every market, published without a single manual upload.
A full calendar across every market, published without a single manual upload.
A full calendar across every market, published without a single manual upload.
Within the full system
Paired with the Activation Engine, this starts conversations.
Within the full system
Paired with the Activation Engine, this starts conversations.
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
01
Create
01
Create
→
→
02
Localise
02
Localise
→
→
03
Distribute
03
Distribute
03
Distribute
03
Distribute
→
→
04
Activate
04
Activate
04
Activate
04
Activate
→
→
05
Convert
05
Convert
→
→
06
Learn
06
Learn
→
→
07
Decide
07
Decide
40 scheduled posts
Distribution Engine
→
→
hands off to
→
hands off to
NL
NL
NL
DE
DE
DE
FR
FR
FR
ES
ES
ES
IT
IT
IT
PL
PL
PL
SE
SE
SE
BE
BE
BE
DK
DK
DK
AT
AT
AT
Activation Engine · 12 posts boosted
Activation Engine · 12 posts boosted
40 posts → 12 boosted · every comment answered
Explore the Activation Engine
→
40 posts → 12 boosted · every comment answered
Explore the Activation Engine
→
Within the full system
Within the full system
Paired with the Activation Engine, this starts conversations.
Paired with the Activation Engine, this starts conversations.
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
03
Distribute
Distribute
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
On its own, the Distribution Engine keeps every channel live. Inside the system, every post is boosted, answered and amplified where it performs, so reach turns into response.
04
Activate
04
Activate
05
Convert
05
Convert
06
Learn
06
Learn
07
Decide
07
Decide
Proof · Hospitality group, 6 markets
Proof · Hospitality group, 6 markets
From scattered calendars to one publishing rhythm.
From scattered calendars to one publishing rhythm.
240
240
posts a month across six markets
posts a month across six markets
240
posts a month across six markets
100%
100%
published on schedule
published on schedule
100%
published on schedule
5 → 1
5 → 1
calendars to keep in sync
calendars to keep in sync
5 → 1
calendars to keep in sync
Questions
Questions
What people ask about the Distribution Engine.
What people ask about the Distribution Engine.
Is this just a scheduling tool?
Is this just a scheduling tool?
–
–
No. People plan the calendar, choose the moments and check every post before it goes. Tools handle the repetition: formats, timings and logging. The judgement stays human.
Is this just a scheduling tool?
–
No. People plan the calendar, choose the moments and check every post before it goes. Tools handle the repetition: formats, timings and logging. The judgement stays human.
Which channels does it cover?
Which channels does it cover?
+
+
The channels your markets actually use, from the major social platforms to regional ones where a market needs them. Every channel runs from the same calendar, so nothing falls out of rhythm.
Which channels does it cover?
+
The channels your markets actually use, from the major social platforms to regional ones where a market needs them. Every channel runs from the same calendar, so nothing falls out of rhythm.
How is this different from a social media manager?
How is this different from a social media manager?
+
+
One manager holds the plan in their head. This puts it in a shared system: one calendar across every market and channel, every post checked and logged, and cover that never depends on a single person.
How is this different from a social media manager?
+
One manager holds the plan in their head. This puts it in a shared system: one calendar across every market and channel, every post checked and logged, and cover that never depends on a single person.
Can we start with the Distribution Engine on its own?
Can we start with the Distribution Engine on its own?
+
+
Yes. Most teams start with one Engine and add the next once it’s running. The Distribution Engine can publish work you already have and connects to the others when you’re ready.
Can we start with the Distribution Engine on its own?
+
Yes. Most teams start with one Engine and add the next once it’s running. The Distribution Engine can publish work you already have and connects to the others when you’re ready.
What does it need from our team?
What does it need from our team?
+
+
Access to your channels, your posting rules and a named approver. Once the calendar is agreed, your team reviews the plan and the system keeps it running.
What does it need from our team?
+
Access to your channels, your posting rules and a named approver. Once the calendar is agreed, your team reviews the plan and the system keeps it running.
Let’s talk
Let’s talk
Let’s talk about your content operation.
Let’s talk about your content operation.
Let’s talk about your content operation.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
