the social newsroom: how to win the moment
TRANSCRIPT
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The Social Newsroom: How to Win the Moment
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About Us
A marketer and a journalist walk into a bar…and
told
a
great
story.
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Can B2B companies “win the moment?”
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Introducing the Social Newsroom
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70% of B2C and B2B purchase
decisions are made before a
buyer ever reaches sales.
In an era when self-educating buyers are scouring the internet for information before forming a buying
decision, before even consulting your brand, how can you not get out in front to tell your brand’s story?
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The Art of Listening:Are you listening to what your audiences are saying?
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Timely Triggers
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Meaningful Insights
Influential Content
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The Social Newsroom Model
Listening Triggers Influence AmplificationInsights
1) Talent
2) Topics
3) Tools
Getting started with the Social Newsroom
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“A brand journalist is a strategicstoryteller who discovers and
creates news content on behalf of a brand.
”PR Daily
Marketer + Journalist = Brand Journalist
“Brand journalists bring a
reporter’s sensibility to your content – an editorial approach
to building a brand.
”Ann Handley
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Marketing Editor-in-Chief
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“Marketers must increasingly think like publishers as they compete for consumers’ attention in today’s digital world.” - Forbes, December 2012
Topics
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AudienceAgenda
NewsHeadlines
CompanyAgenda
The Right Topic at the Right Time
• Rapid Content Development
• Ideation to Publication in 24
hours
• Curated content from
thought leaders
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Tools
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Listening Triggers Influence AmplificationInsights
SocialListening
Influencers ContentDevelopment
ContentDiscovery
Beyond Pageviews: Measuring Success
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EXPOSURE
How much
exposure (stories,
social media
posts, etc.) has
been generated?
ENGAGEMENT
Who and how are
our audiences
interacting with
our content (likes,
shares, etc.)?
INFLUENCE
Have we
influenced
perceptions and
attitudes of the
target?
ACTION
Did our audience
take a desired
action (purchases,
website traffic, etc.)
as a result of
exposure?
What’s next for the social newsroom?
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