engage prague 2016: dan mazei, reebok

PowerPoint Presentation

THE CASE FOR BRAND NEWSROOMS

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CONFIDENTIAL: For internal use only.

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NEWSROOMS?

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RIP, brand war rooms.

- Digiday


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Our Challenge


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6Our Challenge


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CORE OF THE NEWSROOMSOCIAL Reebok is part of a conversation among others, not among ourselves PUBLIC RELATIONS DIGITAL CONTENT


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A creative resource encompassing public relations, social and digital content experts that with speed and science identifies, shapes and publishes stories across platform to elevate the brand and inspire consumers. 8


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The Newsroom Better Together


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The Newsroom Holistic Storytelling


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13ScienceLess Gut & More What Makes for a Happy TeamDefine and implement KPIs across function to establish meaningful and clear benchmarks for success.Utilize internal/third-party data and analytics to inform ideas and strategies including content themes and to evaluate and optimize work.Increased rigor in vetting ideas against brand filters to ensure efforts work to elevate a more consistent definition of the brand.


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StoriesPeople Love Them. You Have Them. Lets Tell Them. Clearly define what is and what is not a story to ensure were speaking the same language and working off the same set of expectations. Rally around ownable themes that to connect with your consumers wants and needs.Establish process and responsibilities for story mining, and work across function to make it happen. Reserve real estate for both briefed stories and new stories, and agree to scalable wins.


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DISRUPTIVEPUBLICRELATIONSDIGITALCONTENT

SOCIAL


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17SpeedI wont wait for you.- MomentRemove stigma from, and break down barriers for, more timely trend-driven storytelling.Cut the red tape and streamline approval processes to ensure stories can be told when theyre relevant. Integrate as a Newsroom at every possible juncture; plan across owned, earned and paid media to hit as many eyeballs as quickly and efficiently as possible.


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18Cracking the CookieReal-Time Marketing is More than a Few Case Studiesand Should Stop Being a Pejorative

Real-time marketing is the future. So please stop whining, and let's get on with the hard work of figuring out how to do it well.

- Jeff Dachis, op-ed in Advertising Age

77%Say real-time journalism will play an important role in journalism


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19How Does it Work?

Planned: Stories and content plotted in advance on an editorial calendarOpportunistic: Events, trends, emerging stories and responses that start the conversation, which the brand cannot anticipate or of which were previously unknownPlanned Opportunistic: Pre-determined events in which the brand unexpectedly and authentically ties


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20The Zeitgeist Fights BackPlanning and structuring for the right type of buzz


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21How Does it Work?Process Sample


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Is it authentic to your brand?Is it a thing?Is it right for your consumer? Whats the window? How big is the sandbox? Is it interesting / unique?


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Is it authentic to your brand?Is it a thing?Is it right for your consumer? Whats the window? How big is the sandbox? Is it interesting / unique? Wine Wednesday + Workout WednesdaySerious instructor; Gym is EverywhereGetting buzz among core media & socialFew other brands can playPerfect for demoTight, but available


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THE APPROACH PAYS OFF


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28Get Your Mind Out of the GraveyardWhile one-day or one-time social blitzes may and should be declared dead, its not an indictment of always-on storytelling.Bring channels and paths of distribution together; make the content work harder.The puzzle pieces are in front of us; its on us to attack through the lens of science, stories and speed. Its a shared mission. Lets be advocates.


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THANK YOU


engage prague 2016: dan mazei, reebok

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