The 360i Newsroom and Why Real-Time Marketing is Not a Thing

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Forget everything you thought you knew about Oreo, the Super Bowl post and Real-time Marketing. It's much more important to be RIGHT time...

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  • Team of 130 CMs, Content Creators, copywriters, designers, strategists and analysts who just work on social… 360i is a fully integrated digital agency – one of our core pillars is social, but the rapidly evolving social landscape has required that we become increasingly specialized And if you haven’t heard of us specifically, you’ve probably heard about work we do for Oreo.
  • Hard to believe, but it’s been an entire year since this tweet changed the conversation about social content creation This may very well be the LAST time I talk about this one tweet…… but as we talk about the 360i approach to the Newsroom and the fact that RTM has been a major topic at the Summit this week… let’s start here.
  • And we’re certainly proud of the results… because, hey, who doesn’t like winning Lions.
  • Well maybe this guy wasn’t happy for us.(c) But there’s no doubt that this one tweet set off a frenzy of “real-time marketing” and “newsjacking” that we know is not right for every brand.
  • We’d been working with Oreo for 3 years before that one tweet across a number of different groups and services at our agency. There was a great deal of work that happened to put the foundation in place – content development, approval process, clearly defined roles and responsibilities, and most importantly… great understanding of the brand and a trusted relationship between brand and client. Without these things, no Newsroom will ever work… That planning ultimately came together in a pressure-tested environment known at the Daily Twist program. It started as a 100-day content campaign to celebrate Oreo’s 100th birthday, but a year later, it hasn’t stopped.
  • Last year, Oreo celebrated its 100th birthday.
  • The concept of a Newsroom may mean different things to different people, so it’s critical that we are all on the same page here:
  • The concept of a Newsroom may mean different things to different people, so it’s critical that we are all on the same page here:
  • A centralized hub, a physical location for monitoring, collaboration, social listening and data collection. Some brands have them, but few actually need them. They cost a lot, so the value has to really be there… Ideal for customer service brands who need to respond… We don’t have one at our agency, we rarely even recommend it for most brands.
  • Used for special occasions… who’s in the room matter (key stakeholders)
  • We’ve built and manage literally hundreds of communities for over 50 brands, engaging more than 300MM consumers daily. The rapid evolution of social platforms, not to mention the resulting clutter, requires that we constantly raise the bar. And while “Always-on” is endemic to our culture, the Newsroom Mentality needs to be more “Always Available.” Which is why our team has a daily stand-up each morning (NewsCycle) to talk about trends in culture, technology and marketing.
  • Should also Real-time marketing should never have been a thing, and we’ve never used that term… but Right-Time Marketing should be a thing. It’s not just about reacting, it’s about planning to plan and planning to react. What’s most important is that we create the right content for the right consumer on the right platform at the right time. So how do we know what’s right?
  • Social listening, brand sales data, consumer research are all critical… We believe that planning and ongoing “Newsroom”-style content creation has to blend superior analysis with raw social data to uncover insights. Good input will yield good output.
  • Only when we truly understand the value exchange can we create the right content framework. Our approach very much aligns with a model that media author and content theorist Robin Sloan talked about a couple of years ago and has since been adopted by many of the well-known content curators in this industry. Stock and flow…
  • Created a campaign based on an interesting Insight that we picked up from Social Listening…. Joffrey is the most hated character online. Not tapping into existing conversation, but actually creating a new experience.
  • And then there’s the good ‘olculturejacking content, but done in a unique, original way that garners attention.Downy’sSoftside campaign took things that are hard, and made them soft using actual fabric and clothing. And while some content was planned, like the high-heeled shoe for Fashion Week, others were created on the fly.
  • But the relationship between the two – stock and flow – can be really powerful. There’s the planned content – like these images that we created in advance of Valentine’s Day for Oreo on Twitter last year.
  • There is also planned reactive content – which we also activated on Valentine’s Day last year for Oreo. We encouraged followers and fans to share messages for their loved ones on Twitter using the hashtag #OreoCupid, and we’d turn around original content on the fly that they could share WITH their loved ones.
  • OPPORTUNISTIC RESPONSIVENESS is a powerful thing in social… It’s very easy for this to get out of control, to be activated sloppily. But when a brand sticks to its strategy and is guided by that North Star, there are going to be opportunities to have some fun. Insider humor, but also something that will resonate with fans.
  • But the process by which we arrive at great content is only part of what goes into this Newsroom Mentality. A Newsroom Mentality has to have the right structure in place in order to optimize the content strategy. That’s where good ol’ community management can result in both achieving brand objective and achieving a level of industry-leading recognition.
  • Centralization and organization can be made easier by technology We manage global content for not only Coca-Cola, but Sprite, Fanta, Vitaminwater, Coke Zero, Diet Coke, Coke Light, Fuze Tea, Minute Maid, Powerade and Burn That’s about 75,000 pieces of content published globally for The Coca-Cola Company annually. Here’s what our publishing calendar looks like…
  • Probably the most obvious part of the process… and what people think of when they talk about a Newsroom Mentality.
  • Critical to have clearly defined roles and responsibilities – whether internally or with other agencies If you’re figuring things out after a crisis breaks out or a responsive opportunity presents itself, you’re going to be slowed down. Getting this right during the Oreo 100th Birthday Daily Twist program led to our Super Bowl tweet going out in 4 minutes
  • So all of that planning helped put the foundation in place for a well-timed Super Bowl tweet.But the true secret of its success wasn’t the creative, or even the timeliness.It was the real-time amplification and outreach to influencersWithin three days, we had 1MM social impressions… and 525MM earned media impressions. And that number has probably risen a bit.
  • Knowing when to pull the levers to activate paid media, and doing so quickly and efficiently is the newest and most critical component of the Newsroom MentalityWe have seen the greatest success when our CMs and internal Media managers work together, or even when the CMs are trained to activate paid social.A bit slower when you’ve got different agencies for different things, but it can still work if your communication protocol is airtight.·         extremely unhealthy DOWNY Facebook community that used broad media ….·         We launched the Downy SoftSide campaign, ·         overlaid a precise targeted paid social strategy to get in front of the RIGHT people.  ·         HANES’ business challenge was to grow its female base, ·         without sacrificing its leader position with males. ·         Use targeted media to reach and engage women with specific fashion-focused  content.  ·         600% Improvement in FEMALES; 800% Improvement in MALES
  • M) Last but certainly not least in this process is knowing what content is performing well, what conversations are taking place…O) And then pulling insights from data to provide both short-lead and long-lead recommendations
  • The 360i Newsroom and Why Real-Time Marketing is Not a Thing

    1. 1. Hi, I’m Matt. @mwurst @360iCM
    2. 2. It’s been an entire year since… PROPRIETARY & CONFIDENTIAL 2
    3. 3. 20K social shares – most coming less than an hour after posting 525 MILLION earned media impressions (5X number of Super Bowl XLVII viewers) 4X Cannes Lion Winner 3X CLIO Winner Named Best Social Media Invention of 2013 by Adweek PROPRIETARY & CONFIDENTIAL 3
    4. 4. PROPRIETARY & CONFIDENTIAL 4
    5. 5. PROPRIETARY & CONFIDENTIAL 5
    6. 6. Launching the “Oreo Newsroom” PROPRIETARY & CONFIDENTIAL 6
    7. 7. So what is a Newsroom, REALLY…? Yes, now we can move on.
    8. 8. So what is a Newsroom, REALLY…?
    9. 9. 1. The Command Center PROPRIETARY & CONFIDENTIAL 9
    10. 10. 2. The War Room PROPRIETARY & CONFIDENTIAL 10
    11. 11. 3. The Newsroom Mentality Our approach to building relationships that fuel advocacy at scale. PROPRIETARY & CONFIDENTIAL 11
    12. 12. Newsroom ≠ RTM
    13. 13. Figuring out what’s right: Leveraging data to inspire content creation. PROPRIETARY & CONFIDENTIAL 13
    14. 14. Our Approach to Content: Where the Newsroom Mentality truly comes to life STOCK “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today.” PROPRIETARY & CONFIDENTIAL + FLOW “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.” 14
    15. 15. STOCK: #RoastJoffrey Yes, we had a War Room for this.
    16. 16. 2 days… 800MM impressions PROPRIETARY & CONFIDENTIAL 16
    17. 17. FLOW: Downy #SoftSide seized cultural trends, created new ones New Miley Video! Sharknado! PROPRIETARY & CONFIDENTIAL 17
    18. 18. STOCK + FLOW: Plan to plan… How a Newsroom Mentality inspires responsive content creation PROPRIETARY & CONFIDENTIAL 18
    19. 19. …and plan to react. #OREOCUPID PROPRIETARY & CONFIDENTIAL 19
    20. 20. Opportunistic Responsiveness: Requires established guardrails for each brand. Oreo responds to Kit Kat PROPRIETARY & CONFIDENTIAL National responds to Avis 20
    21. 21. But don’t take platform expertise and community management for granted.
    22. 22. Publishing: Requires a centralized system & points of contact . Good planning means coordinating, publishing, moderating and measuring all social content through a centralized platform. PROPRIETARY & CONFIDENTIAL 22
    23. 23. Moderation: Monitoring + Decision-Making PROPRIETARY & CONFIDENTIAL 23
    24. 24. Escalation: Develop Responsibilities Matrix Function Responsibility Voice Equity-building and relationship monitoring 360i Customer Service-focused monitoring Client Remove Inappropriate Posts / Comments 360i / client Review + Route Brand Specific Qs 360i / client Foster Brand Affinity 360i Product, Distribution, Customer Service Inquiries Client Negative Sentiment/ High Risk Issues 360i / client Develop and implement roadmap for repair 360i / client Monitoring Escalation Responding to Fans Crisis Management PROPRIETARY & CONFIDENTIAL 24
    25. 25. Amplification: Tapping into relationships to drive organic buzz and shares We have built a network of 10,000+ influentials… PROPRIETARY & CONFIDENTIAL 25
    26. 26. Amplification: Efficient media targeting increases engagement Hanes: 700% lift in interactions PROPRIETARY & CONFIDENTIAL 26
    27. 27. Measurement: Real-time dashboards for content performance Optimization: Better content and deep social insights work hand in hand PROPRIETARY & CONFIDENTIAL 27
    28. 28. So what’s next? Questions? @mwurst @360iCM

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