The Social Newsroom: How to Win the Moment
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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 news, of course. When a brand can add something insightful and new to the dialogue – that is when you successfully “win the moment.”
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The Social Newsroom: How to Win the Moment
- 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?
- 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
- 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
Hinweis der Redaktion
- The art of listening With the award show season in full swing, we wondered who really drives fashion trends – the consumers or the designers? How can we help design houses “listen” to the consumers? Today, technologies exist that allow organizations to quickly gather data from many sources including social media and customer historical purchases. To illustrate our point, we are running a sentiment analysis leading up to and after the Oscars. The data will help answer questions such as: What outfits or styles are appearing most on Instagram, Facebook, Pinterest boards, Twitter, and Instagram? How do past sales of like styles and color trends inform which outfits or styles will be popular again? How big data analytics can reveal fashion winners and losers?
- SAP will display the volume and location of social conversations, tracking key Super Bowl XLVIII topics from which quarterback boasts a more passionate fan base to determining if fans want it to snow during the big game, all of which will be displayed in the bright lights of Times Square. For fans that can’t make it to New York, they can keep up with the conversation right here in the NFL Fan Visualization section. An interactive map will display social conversations using an adjustable slider tool to track the conversation -- and how it shifts -- over time. If a player returned a kick for a touchdown or a team forced a crucial turnover, fans will be able to see how the overall social conversation shifted in that team’s favor following the play. There are always a few plays that come to define a Super Bowl and SAP’s Social Media Analytics by NetBase will measure online social sentiment to determine which plays generated the biggest response from fans.