Newsroom 3.0 is a system, hub and process for the digital distrbution and access of high qualtiy content supporting the core strategy of the firm. This can be Video, graphics, text and audio, resting on an owned content hub with engagement optimised through social media and channels.Available 7/24 – for the global marketWith the aim of...strengthening storytelling and influencing conversations about the company, make content and information easy to find, use and share...improve the user experience to inspire greater storytelling....maximising reach across all leaves of the media cloverleaf...(Traditional, hybrid, social and owned)
Supporting a more social approach to business requires a different approach to engaging with media, customers, public, stakeholders and employees. Which is where Newsroom 3.0 comes in.
The start – with every company now being a media company – is an Editorial Strategy, capturing the expertise and value the firm offers to customers and stakeholders.Supporting that it needs a content plan – and a managed process for delivering content in line with that strategy. The content needs to be socially optimised – in distribution , reaching clients when and how they choose, but also open to feedback and co-collaboration...market intelligence which can improve products and processes and make the organisation more clietn or customer centricAnd in this way it can build community, build trust, build loyalty, build value.
Achieving those aims entails....Your own managed digital content hub - a home for all your content and information, easily accessed, clearly organised for media, clients, stakeholders and staffYou need a flow of content, produced within the business that is tailored and relevant to your audience and which showcases your expertise and insights to the benefit of your audience.That content needs to be digitally distributed through social channels – to reach the people and communities interested in your issues and business wherever they choose to gather and consume, and however they choose to do so. You need teams to adopt a publisher mindset – putting the interests and concerns of your audience first, rather than simply distributing what you want to say.
In today’s digital media environment, Every Company is a Media Company – with the opportunity and responsibility to communicate directly to the public, customers and stakeholders. But how does a company do that in practise? What do they need to become “a media company”?
Effective engagement means embracing all forms of media and ensuring content and stories are played out in as many parts of the media cloverleaf as possible. Again, search and content drive this usage. As the new saying goes “if it doesn’t spread, it’s dead!”SO firms need to prouce content – and distribute it in ways which will spread it around the cloverleaf.
But being “a media company” in this way goes deeper than simply producing content and distributing it. It involves a new mindset towards collaboration, networking and putting clients, rather than company needs, at the centre of the process. (Characteristics: Conversational rather than broadcast; Knowledge of client preferences and digital behavior data informs and offers opportunities to tailor content and engagement offerings; Content production and distribution more evenly spread and multi-directional
Companies have to start to produce their own content – video, graphics, audio as well as text. Content influences search results.. Research shows that various forms of visual content rank highest in Google search results. Video is far and away the most effective form of content in driving search results. Let’s look at a few kinds of visual content more closely. And visual content is among the most shared forms of content – so it drives Findability and shareability for clients and campaigns.
The modern social business has to be engaged, transparent, nimble and focused on building value through networks, collaborations, mobility and integrating social collaboration into the heart of the business and how people work. IBM have called it the Advent of a New Age of business.
This approach can have fundamental benefits for the brand:
Although most companies have their own websites – which are important as a hub for owned content – but are not in themselves enough. Digital strategies have to embrace other sites too where the traffic and engagement may dwarf the owned site. Social media functionality needs to be built into owned properties and used as core distribution and engagement. This can greatly magnify the sharability, findability therefore impact of owned content.
Generally, we see three levels of sophistication among online newsrooms: Essential information: meet the immediate needs of reporters and offer only the most essential content in order to do so. This includes press contacts, press releases and basic company FAQs. <<e.g. Starbucks Newsroom>> Enhanced experience: provide enhanced functionality for deeper engagement. This includes recent coverage, POV documents, written thought leadership, awards/recognitions, RSS, social media and multimedia. Web portal: provide advanced new media and customized resources for stronger relationship-building, content organization and persuasive storytelling. Position large amounts of content and resources in order to direct or significantly influence conversations about the company. These function as stand-alone micro sites and can be thought of as Web portals for company news.-----------The most successful sites quickly provide visitors with what they are looking for, and as such, do well by integrating content: Microsoft’s “Press Pass” news site is organized such that each feature story has assets including videos, press release, demos, maps, links, media coverage, and customer spotlights. Deloitte’s press room makes it very easy to “go deep” on a topic, sharing links to related practice pages, additional studies, and debate rooms. Integrating content increases the likelihood that a visitor will see the information they’re seeking in a format they need.Another way to get users to the information they’re looking for is through strong search, subscription and filtering options: eBay’s press releases can be easily filtered by date and topic area. GE has almost 30 newsfeed subscription options, with four different subscription services supported Microsoft allows visitors to create their own custom newsfeeds.
Nissans online newsroom illustrates a clean Content centre, with information and content easy to find, email alerts and social media integration.