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47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
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brand strategy personae
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47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
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47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
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47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
Everything we make is ba...
47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
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VICTORIAOMNIMOMENTUM
Win Every Moment
ON SALE NOW
WHERE EVER BOOKS ARE SOLD
GET THE BOOK.
BY TAULBEE JACKSON + ERIK DECKERS, FOREWORD BY JAY BAER
BEST
SELLER
WEHAVEOPENINGSFORNEWCLIENTS.
REAL-TIMEBRANDNEWSTEAM
HIRE YOUR OWN REAL-TIME BRAND NEWS TEAM.
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MANAGEYOURPARTNERS.
MANAGEYOURTECHSTACK.
MANAGEYOURAUDIENCE.
INREALTIME,FROMANYWHERE.
GET THE SOFTWARE.
Ne...
REVOLVE CONSULTING+TRAINING+STRATEGY
!
Revolve is a consultancy focused on helping
brands, publishers and agencies re-orie...
47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >40
QUESTIONS?
Brand Newsrooms - Real-time Marketing Strategy, Operations and Execution
Brand Newsrooms - Real-time Marketing Strategy, Operations and Execution
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Brand Newsrooms - Real-time Marketing Strategy, Operations and Execution

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Presentation by Taulbee Jackson from Raidious at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

Brand Newsrooms - Real-time Marketing Strategy, Operations and Execution

  1. 1. REAL-TIMEMARKETING INTHEREALWORLD.
  2. 2. HI,NICETOMEETYOUALL! FOUNDER+CEOOFRAIDIOUS DADOFTHREEBOYS YOUTHFOOTBALLCOACH AUTHOR RECOVERINGMUSICIAN 9YEARSINBROADCAST NEWS,MKTG,NEWMEDIA 4YEARSONAGENCYSIDE ACCOUNTPLANNING,AE, VP,DIGITAL@MEYER+WALLIS 5THYEAR@RAIDIOUS
  3. 3. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. RAIDIOUSWORKSWITHSOMEOFTHEWORLD’SLARGESTBRANDS,INREAL-TIME. >3
  4. 4. WEINVENTEDTHEBRANDNEWSROOM APPROACHTOREAL-TIMEMARKETING.
  5. 5. WEWORKDIFFERENTLYBECAUSE WEHAVETO. THEWAYPEOPLEUSEMEDIAISNOT “CHANGING”. IT“HASCHANGED.”
  6. 6. THISISWHYMOSTMARKETING ORGANIZATIONSWERECREATED.
  7. 7. THISISWHYWEHAVETOSTART ALLOVERANDRETHINKEVERYTHING.
  8. 8. ITSNOLONGERJUSTABOUTTHEBIGIDEA. ITSABOUTTHETHOUSANDLITTLEONES THATBRINGITTOLIFE.
  9. 9. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. SEVENKEYCONSIDERATIONSFORTHE21STCENTURYMARKETER: SCOPE:THETHEORYANDRATIONALEBEHINDREAL-TIMEMARKETING&OWNEDMEDIA SHIFT:THETHREETHINGSTHATBROKEYOUREXISTINGMARKETINGOPERATIONS STRATEGY:8CONSIDERATIONSFORDEVELOPINGAREAL-TIMEOWNEDMEDIASTRATEGY STAFFING:THEFOURKEYROLESINYOURBRANDNEWSROOM STRUCTURE:THE5M’SOPERATIONALAPPROACHFORREAL-TIMEEXECUTION SPACE:BUILDINGOUTAPHYSICALSPACEFORYOURTEAM STACK:TECHNOLOGYREQUIREMENTSANDINFRASTRUCTURE >9
  10. 10. DIGITALMARKETINGDOESN’TWORKWITHOUTCONTENT. ALLMEDIAISDIGITAL.ALLMEDIAISSOCIAL.IT’SALLREAL-TIME.IT’SALWAYS-ON. EVERYSINGLEONLINEINTERACTIONIS100%CONTENT-DRIVEN. CONTENTDOESN’TWORKWITHOUTANAUDIENCE. THEREAREONLYTHREEPOSSIBLEWAYSTOGETACCESSTOANAUDIENCE. EMAIL,WEBSITES,BLOGS,SOCIAL,MOBILE,AUTOMATION,CRM-NONEOFITWORKS.
  11. 11. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >12 OWNEDMEDIA EARNEDMEDIAPAIDMEDIABuy Build Borrow CUSTOMERSONLYCOMEFROMAUDIENCES.THREEWAYSTOGETTHEM: What Raidious Does What PR Firms DoWhat Ad Agencies Do
  12. 12. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. THEREARETHREEVERYKEYSHIFTSTHATHAVECHANGEDTHEWAYWEPLAN+EXECUTE. >13 Key Shifts: 3
  13. 13. Key Shifts: 3 ABILITYTOLISTEN
  14. 14. Key Shifts: 3 ABILITYTORESPOND INREAL-TIME
  15. 15. Key Shifts: 3 ABILITYTOPLAN FOR WHATYOUCAN’TPLAN FOR.
  16. 16. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. SHIFT:THETHREETHINGSTHATBROKETRADITIONALMARKETINGSTRATEGY 1.THENEEDTOLISTENINREALTIME ! 2.THENEEDTORESPONDINREALTIME ! 3.THENEEDTOPLANFORWHATYOUCAN’TPLANFOR ! PREMISE:ALLMEDIAISSOCIALANDSHAREABLE.ALLMEDIAISREAL-TIME.ALLMEDIAISALWAYS-ON. ANYONEANDEVERYONEISMEDIA.ETC.ADNAUSEUM. SOWHAT? ! SO-LINEAR,CAMPAIGN-STYLESTRATEGICANDTACTICALPLANNINGISBROKEN. SO-MOREAGILESTRATEGYISAPRE-REQUISITETOMOREAGILEEXECUTION. SO-BRANDSMUSTDEVISEANEWSTRATEGICFRAMEWORKTODEALWITHTODAY’SMEDIA. >17
  17. 17. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. brand strategy personae risk metadata engagement discovery business case distributiontopography >18 •IT HAS TO BE A GUARDRAILS APPROACH ! •IT HAS TO PROVIDE GUIDANCE FOR QUESTIONS WE CAN ANTICIPATE, AND SOME WE CAN’T ! •IT HAS TO PROTECT THE BRAND FIRST AND FOREMOST. ! •IT HAS TO BE AUDIENCE-CENTRIC, CONTENT DRIVEN, AND CHANNEL AGNOSTIC. STRATEGY:8CONSIDERATIONSFORDEVELOPINGA REAL-TIMESTRATEGICMARKETINGFRAMEWORK.
  18. 18. LIKEWISE,50%ARENOTOUTSOURCED.
  19. 19. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. STAFFING-HOWMARKETINGUSEDTOBEORGANIZED: >20 PUBLICRELATIONS COMMUNITYRELATIONS EMAIL SOCIAL ECOMWEBSITE BLOG IT/IS SALES/CLIENTSERVICE MERCHANDISING SEARCH MARKETING/ADVERTISING MOBILE THERESTOF THEENTERPRISE
  20. 20. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >21 OWNEDMEDIA EARNEDMEDIAPAIDMEDIA HOWMARKETINGTEAMSSHOULDBEORGANIZEDTODAY: paid media team ad agency earned media team pr agency owned media team + external partners owns all brand content oversees all owned media channels responsible for audience development owns all influencer relationships oversees all earned media channels responsible for generating press owns overall creative / big idea oversees all paid media channels responsible for buying audience brand promise (integration) OWNED MEDIA IS THE MISSING LINK IN INTEGRATED MARKETING.
  21. 21. OWNEDMEDIA EARNEDMEDIAPAIDMEDIA CUSTOMER SERVICE PRODUCT DEVELOPMENT HUMAN RESOURCES INNOVATION RESEARCH INTEGRATINGTHEENTERPRISE:
  22. 22. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. STAFFING WHENYOU’REBUILDINGANOWNEDMEDIATEAM,YOU’RENOTDOINGITINTHE CONTEXTOFMARKETING-BUTINTHECONTEXTOFBUILDINGAUDIENCE. ! YOURTEAMNEEDSTOBEABLETOEXECUTEFROMAMINDSETTHATIS… ! -AUDIENCE-CENTRIC -PLATFORM-AGNOSTIC -CONTENTDRIVEN ! -ANDTHEREFORE,FUTURE-PROOF ! NOBODYDOESTHISBETTERTHANCNN,ESPN,NPR,NYTIMES- NEWSCOMPANIESLIVEANDDIEBASEDONTHEIRABILITYTODRIVEAUDIENCE. >23
  23. 23. BRANDSSHOULDN’TBEFOCUSEDONJUSTMAKINGCONTENT, ORTHINKINGORACTINGLIKEAPUBLISHER... BRANDSHAVETOBEINTHEAUDIENCEBUILDINGBUSINESS.
  24. 24. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. ITTAKESATLEASTFOURDISTINCTROLESTO FULFILLTHEBASICFUNCTIONSOFAUDIENCEBUILDING. >25 4
  25. 25. TECHNICALSUPPORT STORYTELLER LISTENINGFUNCTION ORGANIZER/LEADER
  26. 26. STAFF:THEFOURKEYROLESOFTHEBRANDNEWSROOM
  27. 27. STAFF:THEFOURKEYROLESOFTHEBRANDNEWSROOM PRODUCERFUNCTION ASSIGNMENTEDITORFUNCTION REPORTERFUNCTION ENGINEERINGFUNCTION
  28. 28. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. Everything we make is based on a rundown. ! We create and publish relevant, engaging, remarkable content on brand-owned media to grow audience. ! We monitor our audience, and react to new information. ! We engage directly with the audience. ! We measure all platforms individually and collectively to understand how our audience is reacting to content. STRUCTURE:THE5M’SENG-STYLEPRODUCTIONPROCESS >30 make manage monitor moderate measure
  29. 29. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. SPACE:THEFINALFRONTIER >31 DOYOUNEEDANACTUALROOMFORYOURNEWSROOM? ! PROBABLYNOT-BUTITSUREDOESHELP. ! CRITICALISSUESONSPACE: -LINEOFSIGHT -SPACETOCOLLABORATE -SCREENREALESTATE -BUYGREATCHAIRS -BUYGREATMONITORS ! -YOUPROBABLYDON’T“NEED”ABIG OLDMONITORWALL,BUTITDOESHELP.
  30. 30. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >32 THEMARKETINGTECHSTACK
  31. 31. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. STACK:TECHNOLOGYSHOULDBETHELASTTHINGYOU’REWORRIEDABOUT. ANALYTICS:WEBANALYTICSTOOL PRODUCTIVITY:PROJECTMANAGEMENTTOOL,BASICSTORAGE,FILESHARING RESOURCEMANAGEMENT:WAYTOMANAGEHUMANRESOURCES ! CREATIVETOOLS:CAMERAS,MONITORS,COMPUTERS,CREATIVESUITE CMS:CONTENTMANAGEMENTSYSTEM SMMS:SOCIALMEDIAMANAGEMENTSYSTEMW/CHANNELMONITORING ESP:EMAILSERVICEPROVIDER ! MONITORING:OFF-CHANNELMONITORINGSOLUTION CONTESTING+CUSTOMIZATION:WAYTOCUSTOMIZEEXTERNALPLATFORMS PUBLISHINGOPTIMIZATION:PUBLISHINGAUTOMATION ! CRM:CUSTOMERRELATIONSHIPMANAGEMENTTOOL AUTOMATION:TOOLTOAUTOMATECONTENTDELIVERY >33 THEBASICS INTERMEDIATE ADVANCED LEADINGEDGE
  32. 32. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. YOURMARKETINGTECHSTACKDOESNOTHINGWITHOUTPEOPLEANDCONTENT. >34
  33. 33. VICTORIAOMNIMOMENTUM Win Every Moment
  34. 34. ON SALE NOW WHERE EVER BOOKS ARE SOLD GET THE BOOK. BY TAULBEE JACKSON + ERIK DECKERS, FOREWORD BY JAY BAER BEST SELLER
  35. 35. WEHAVEOPENINGSFORNEWCLIENTS. REAL-TIMEBRANDNEWSTEAM HIRE YOUR OWN REAL-TIME BRAND NEWS TEAM.
  36. 36. MANAGEYOURTEAM. MANAGEYOURPARTNERS. MANAGEYOURTECHSTACK. MANAGEYOURAUDIENCE. INREALTIME,FROMANYWHERE. GET THE SOFTWARE. Newsroom Tools for Professional Content Teams. ! Rundown uses predictive analytics to forecast audience demand and resource availability for publishers, brands, and their agencies.
  37. 37. REVOLVE CONSULTING+TRAINING+STRATEGY ! Revolve is a consultancy focused on helping brands, publishers and agencies re-orient their resources for today’s real-time media world. GET SOME GUIDANCE.
  38. 38. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >40 QUESTIONS?

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