Newsroom 3.0

Newsroom 3.0 July 2012 1

Newsroom 3.0• Who? Any organisation seeking to engage customers, stakeholders and the public effectively in the digital age.• What? The vision, tools, process and support to turn any company into a media company fit to communicate in the always-on, social, digital environment.• Why? To ensure your story is told across all media in a coherent, open, responsive way. To influence conversations and deeply engage customers, stakeholders and staff.• When? Always on, 24/7• Where? On your own managed Content Hub and via social digital channels.• How? Through the digital distribution of news releases, speeches, presentations, research, white papers, to media, public, customers, stakeholders and employees - when and how they choose - with feedback loops to gather market insight and intelligence. 2

Who? 3

Every Company is a Media CompanyEvery Company is a Media Company in the digitalworld.The shift in communications provides newopportunities and responsibilities for allorganizations.Being a modern, engaged, open “media company”means being a social, networked, nimble business,building community, putting audiences at the heart ofyour communications.It means producing and distributing relevant contentand using it to build relationships as an asset.Done well, communications is no longer a cost, butgenerates revenue. 4

What? 5

Newsroom 3.0• Editorial Strategy that showcases expertise and value, maximises engagement, leverages content and stories across all media.• Content Planning for a managed process for developing, creating, aggregating, distributing and promoting core content, regularly, in line with strategy. Improving storytelling, influencing conversations.• Social Optimization improving the accessibility, find-ability and share-ability of content in ways that suit clients and stakeholders, maximizing reach and providing a simple user experience.• Community building for prospective and current clients, stakeholders and employees allowing sharing and co-creation of insights; Collecting, organizing and sharing knowledge and feedback , building an informed network of advocates. 6

Newsroom 3.0• Digital content hub: a home for all your information, easily accessed, clearly organized for media, clients, stakeholders and staff• Content: high quality, regularly refreshed, findable, shareable, contextual• Social functionality: digitally distributed through social channels to reach communities interested in our issues and business• Audience focused: adopt a publisher mindset to put interests of audience first 7

Why? 8

Success means taking a holistic approach OWNED MEDIA SOCIAL MEDIA .COM SOCIAL NETWORKS MICROSITES MICROBLOGS MOBILE APPS Owned • Search Social PHOTO- & VIDEO- BLOG Media & Media SHARING PLATFORMS & Content Content Search & Content HYBRID MEDIA TRADITIONAL MEDIAONLINE-ONLY CONTENT Hybrid Traditional MAINSTREAM NEWS & SITES CONTENT SITES Media Media 9

Future State: Audience-Centric Editorial 360 approach to content distribution and audience engagement Owned Social Media Media Search Hybrid Traditional Media Media 10

Visuals and Search Blogs Maps60% News Books Shopping40% Images Video20% (SearchMetrics) 0% 11

Elements of a Social Business• Engaged – connecting people to expertise, creating informed networks• Transparent – removing unnecessary barriers between the company and the market• Nimble – working and engaging in real-time• Shifting focus from documents or plans to people... – Networks – integrating employees partners and customers – Collaborations – connecting remote teams, improve decision making and problem solving – Mobility – staying connected whenever and wherever they choose – Integration – bringing social collaboration into the applications people use to do their work See IBM: The Social Business – Advent of a 12 new age

Digital can support every element of brand transformationOne-of-Crowd Leading and agenda-settingTransactions RelationshipsSilos Leveraging the wholeReactive ProactiveOne way communication Dialogue and co-creationCost center Value creationCompany focused Audience focused 13

Where?

Owned site characteristics and virtues • Brand/corporate websites, mobile apps • “Every company is a media company” • Media assets that are 100% owned by company/brand • Can have strong SEO • Need to attract an audience • 100% control of content and experience

Harnessing the power of networks Global Usage and adoption 18

Reaching audience how they choose• Leverage the cloverleaf. Need to use all types of media to reach customers and stakeholders.• Research audience behavior. Use the channels the target audience uses...rather than the ones that may have simply been used for years.• Involve your audience. A strategic and editorially-led approach should be informed by insights from audiences and key stakeholders. – Audiences can and should be, when possible, encouraged to become involved in defining and contributing to content production efforts, from ideation to distribution. 19

How? 20

Every Company is a Media CompanyPUTTING NEWSROOM 3.0 INTO PRACTICEElegant and organized information structure. Thedesign and presentation of content, featuring original images, video and socialconnectivity, to demonstrate creativity and intelligence.High-quality content. Featured blog posts, case studies, videointerviews, research reports, conversations, guest contributions, and must-reads. - Users access content through global navigation, tags/categories, and search - Content on all pages will be curated and cross-referenced. - All editorial content is open for comments, shareable.Editorial process and policies. Formal process for creation,aggregation, distribution, promotion and engagement around content servedon Newsroom 3.0 and designated social channels. - Connect internal and external editorial activities. - Update and re-issue brand/style/process guidebooks. 21

Every Company as a Media Company KEY FEATURES AND FUNCTIONALITY Centralized editorial workflow: All content can be monitored, reviewed, updated, scheduled, measured and organized from one set of dashboards.• Universal taxonomy: Organization of expertise and content will apply to Newsroom 3.0, as well as internal systems• Measurement, social analytics, reporting: Dashboards will feature site and content performance as well as social integration and relevance.• Single point of contact: New business, media and other inquiries will be collected via a form and managed through a global communications platform. 22

Case studies 23

‘Best-in-Class’ Newsroom examples Keys to accessible, information-rich newsrooms • Integrated content (social media, evergreen stories) • Strong search, news subscription & content filtering • Resources for stronger relationship-building and persuasive storytelling Embedded social functionalityRelated assets, blog posts & Rotator panel of latest news recent coverage Deep Search Prominent display of Visible multimedia bank functionality Newsroom’ on home page with enhanced functionality 2

Newsroom case study: NissanEmail alerts Social Media integrationNews and Video Gallery 25

Newsroom Case Study: Streamlinedhttp://newsroom.accenture.com • Basic and Advanced search options (date range and tags) • News Releases “View By” options • My Newsdesk Feature box • Prominent RSS subscribe prompt • Archives tab separate access to historical content NOTE: American Business Awards – Stevie Award for ‘Best Online Press Room’ 2010 26

Newsroom Case Study: Content ledhttp://news.adidas.com • Main page features multiple news headlines with multimedia assets available to view • Packaged news and content for easy access • Prominent social media streams updating • Multi-country page integration; single landing URL • Featured “Blog Roll” to more content sources 27

Newsroom Case Study: Integratedwww.ericsson.com/thecompany/press • Prominent display of news headlines and newsroom URL on company home page • Clean layout with key multimedia assets prominently featured front and center with scrolling access tool • News Center off to side, with corporate facts (i.e. Facts and Figures) readily accessible 28

Newsroom Case Study: Optimized http://press.nokia.com • Press tab prominent on company home page • Scrolling “Featured” bar spotlighting six stories/announcements on Press page • Prominent display of media bank, including broadcast quality video • Easy view of various assets available for products and services • Media Library – Quick navigation and organized for quick access • Nokia Conversations – Official Blog 29NOTE: The Bees Award (Social Media Marketing) for ‘Best Use of Media Press Room’ 2010

TEXT, AUDIO EVENTS && VIDEO CONVERSATIONS NewsroomORIGINAL PHOTOS 3.0 RESEARCH && INFOGRAPHICS WHITE PAPERS Approach to Content MUST-READS &COMMENTARY & GUESTCONVERSATION CONTRIBUTIONS 30

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Newsroom 3.0

by Edelman Insights on Jul 06, 2012

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