Breaking down barriers, controlling topics, creating transparency in communication: Modern enterprises work crossmedially. From a control centre they spread information across many channels for various target groups. The instrument of control is Newsroom. This approach shows that topics and channels can and should be separated. That means: Newsroom is a question of mindset. Christoph Moss has successfully implemented the Newsroom Model in companies like Siemens, Datev and Fraport.

1. CHRISTOPH MOSS
MODEL KORPORATIVNEGA UREDNIŠTVA

2. #newsroom #storytelling #contentmarketing

3. We have lots of ideas.

4. We love details...

5. …and build bridges.

7. NEWSROOM AND LOTALTY
Dramatic movements in
the communication market

8. NEWSROOM AND LOTALTY
Dramatic movements in
the communication market

9. NEWSROOM AND LOTALTY
Dramatic movements in
the communication market

10. NEWSROOM AND LOTALTY
Users want to read stories

11. Newsroom is a question of
mindset.

12. NEWSROOM AND LOYALTY
• Do we actually steer communication?
• Do we have a one voice policy?
• Can we communicate all relevant topics through all
reasonable media to every desired target group?
• Do we think in topics or do we think in channels?
• Can we communicate 24/7?
Rethinking communication: Where we come from

13. NEWSROOM AND LOYALTY
Less is more: We devote our slender resources reasonable
through every channel.
We are known as a qualified partner, in public.
We communicate actively.
We see communication as a dynamic process of change.
Rethinking communication: Where we come from

14. NEWSROOM AND LOYALTY
How we work today

15. NEWSROOM AND LOYALTY
… and what we want to achieve

16. The Newsroom Idea

18. NEWSROOM AND LOYALTY
Deutche Telekom

19. NEWSROOM AND LOYALTY
Siemens

20. NEWSROOM AND LOYALTY
GDV

21. NEWSROOM AND LOYALTY
Datev

22. NEWSROOM AND LOYALTY

23. Loyalty:
Media Manager
become a
Social Listener.

24. NEWSROOM AND LOYALTY
• Engagement requires dialogue and interaction.
• Analytics is all about analyzing the engagement of our users.
• What is our engagement rate?
• Are we inviting our stakeholders to
enter into a dialogue?
• Are we really listening to them?
Media Manager becomes a Social Listener

25. NEWSROOM AND LOYALTY
Dialogue: The process of listening and interacting

26. NEWSROOM AND LOYALTY
• Dialogue and interaction: Surf the agenda and enter the conversation
• Take dialogue partners seriously: Ask for and use feedback
• Community management: Listen to what your users say
• Dialogue and Targeting: Search for spots where discourses take place
• Monitoring: Look out for topics (e.g. via hashtags)
Consistent interaction is a USP

27. NEWSROOM AND LOYALTY
Dialogue: major principles

28. NEWSROOM AND LOYALTY
“We do less ‘fire and forget’ or one-way communication and
focus on dialogue and exchange with our stakeholders. The
newsroom is the ideal place to promote this mindset.”
Clarissa Haller, Head of Corporate Communications, Siemens
AG

30. #22SKOJ