The Social Newsroom: How to Win the Moment

I recently attended one of the best conferences for Marketers - Content to Conversion Conference, where innovation in all things marketing is shared freely.  Here is just one of the insightful presentations I attended - by Celia Brown, Sr. Director, Content Marketing, Customer Engagement & Commerce, SAP:

70% of purchase decisions are made before a buyer 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?  And how do you breakthrough the noise to ensure that your brand story is the one that successfully resonates with your customer?

The key is creating smart content that is equal parts timely, relevant, and interesting.

The social newsroom is not about identifying a trending topic and contributing to the collective noise.  By driving marketing with a newsroom approach, any brand can create content and campaigns that resonate for their audience here and now.  The magic of the social newsroom happens when three things align: the brand agenda, the audience’s agenda, and the new of course.  When a brand can add something insightful and new to the dialogue – that is when you successfully  “win the moment.”

 Transcript

• 1. #C2C15 The Social Newsroom: How to Win the Moment

• 2. #C2C15 About Us A marketer and a journalist walk into a bar… and told a great story.

• 3. #C2C15 Can B2B companies “win the moment?”

• 4. #C2C15 Introducing the Social Newsroom

• 5. #C2C15 70% of B2C and B2B purchase decisions are made before a buyer ever reaches sales.

• 6. 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? #C2C15

• 7. #C2C15 The Art of Listening: Are you listening to what your audiences are saying?

• 8. #C2C15 Timely Triggers

• 9. #C2C15 Meaningful Insights

• 10. Influential Content #C2C15

• 11. #C2C15 The Social Newsroom Model Listening Triggers Influence AmplificationInsights

• 12. 1) Talent 2) Topics 3) Tools Getting started with the Social Newsroom #C2C15

• 13. #C2C15

• 14. “A brand journalist is a strategic storyteller 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 #C2C15

• 15. Marketing Editor-in-Chief #C2C15 “Marketers must increasingly think like publishers as they compete for consumers’ attention in today’s digital world.” - Forbes, December 2012

• 16. Topics #C2C15 Audience Agenda News Headlines Company Agenda

• 17. The Right Topic at the Right Time • Rapid Content Development • Ideation to Publication in 24 hours • Curated content from thought leaders #C2C15

• 18. Tools #C2C15 Listening Triggers Influence AmplificationInsights Social Listening Influencers Content Development Content Discovery

• 19. Beyond Pageviews: Measuring Success #C2C15 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?

• 20. What’s next for the social newsroom? #C2C15