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CREATIVE NEWSROOM
BRAND STORYTELLING AT THE SPEED OF SOCIAL
EVERY MINUTE THERE ARE:
200 M
5.6 M
2.8 M
2.1 M
1.7 M
275 K
EMAILS
TEXTS
YOUTUBE VIEWS
GOOGLE SEARCHES
FACEBOOK POSTS
TWEE...
ON TOP OF ALL THE
AD IMPRESSIONS
1975 500/DAY
2013 5,000/DAY
THERE’S 60X MORE
BRAND CONTENT
IN NEWSFEEDS
2011
2013
23
1440UPDATES
/MONTH
UPDATES
/MONTH
MEMES AND TRENDS TRAVEL
FASTER THAN EVER BEFORE
BOTTOM LINE,
IT’S HARDER FOR
ALL OF US TO
ENGAGE FANS
BRANDS ARE
FIGURING OUT HOW
TO BREAK THROUGH
BY CREATING
REAL-TIME CONTENT
SUPERBOWL WAS A
DEFINING MOMENT
FOR REAL TIME
MARKETING
OREO WAS THE
CLEAR WINNER
THE OSCARS LEFT A
LOT MORE TO BE
DESIRED
KLONDIKE LEFT
US CONFUSED
IN ORDER TO BE TRULY
BENEFICIAL FOR THE
BRAND
Real-time marketing must align short-term,
fleeting attention on the stories...
INDIVIDUAL EPISODES ADVANCE
THE STORY ARC FOR THE SEASON
Episode
1
Episode
2
Episode
3
Episode
4
Episode
5
Episode
6
THE REAL
OPPORTUNITY
engagement+
anticipation
= brand love
We must create and maintain
consistent, meaningful brand
engage...
ULTIMATELY,
YOUR CONTENT
MUST BE MORE THAN
VISUAL & TIMELY TO
SUCCEED LONG TERM
THE FORMULA
FOR SUCCESS
visual
+
timely
+
prominent
+
relevant
+
recognizable
EVALUATING
REAL TIME
OPPORTUNITIES
RESONANTRELEVANT
TIMELY
IDEAL
CONTENT
AUDIENCE
INTERESTS
BRAND
PRIORITIES
CONVERSATION
...
EDELMAN IS
UNIQUELY
POSITIONED
TO HELP
we are creative
storytellers
real-time is in
our DNA
our media experts
quickly ampl...
WE’VE
DEVELOPED
A DISTINCT
OFFERING
At Edelman Digital, we increase
brand engagement through a mix
of ongoing real-time an...
HERE’S HOW
IT WORKS
We bring four critical disciplines
together to provide real time data,
audience insights, design excel...
A TWO-HOUR
CYCLE
approve
post
amplify
measure
optimize
choose
a trend
spot
a trend
develop
concept
WE HAVE DIFFERENT
MODELS TO SUIT
YOUR NEEDS
The Daily Desk
ALWAYS-ON RELEVANCE WITH
CONSISTENT PLANNED AND
REAL-TIME CONTE...
AND IT’S WORKING
FOR OUR BRANDS
ADOBE MAKES
CREATIVITY COUNT
We’ve created a unique social personality
for Adobe by building a dedicated team
to develop c...
A CAPTAIN WORTHY
CAMPAIGN
We’ve given the Captain a new role: the cheeky
commentator on all things pop culture. He talks.
...
EVERYONE LOVES
THE BUG
Volkswagen spots trending stories that align
with their playful personality. Where will the
iconic ...
CUSTOM
ENROLLMENT
PROCESS
define
social persona
determine
audience affinities
develop
content themes
identify
topics to av...
CREATIVE
NEWSROOM
Take control of your brand narrative
in social. Turn real-time relevance
into long-term resonance.
Don’t...
For more information:
CreativeNewsroom@Edelman.com
Creative Newsroom: Brand Storytelling at the Speed of Social
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Creative Newsroom: Brand Storytelling at the Speed of Social

  1. CREATIVE NEWSROOM BRAND STORYTELLING AT THE SPEED OF SOCIAL
  2. EVERY MINUTE THERE ARE: 200 M 5.6 M 2.8 M 2.1 M 1.7 M 275 K EMAILS TEXTS YOUTUBE VIEWS GOOGLE SEARCHES FACEBOOK POSTS TWEETS
  3. ON TOP OF ALL THE AD IMPRESSIONS 1975 500/DAY 2013 5,000/DAY
  4. THERE’S 60X MORE BRAND CONTENT IN NEWSFEEDS 2011 2013 23 1440UPDATES /MONTH UPDATES /MONTH
  5. MEMES AND TRENDS TRAVEL FASTER THAN EVER BEFORE
  6. BOTTOM LINE, IT’S HARDER FOR ALL OF US TO ENGAGE FANS
  7. BRANDS ARE FIGURING OUT HOW TO BREAK THROUGH BY CREATING REAL-TIME CONTENT
  8. SUPERBOWL WAS A DEFINING MOMENT FOR REAL TIME MARKETING OREO WAS THE CLEAR WINNER
  9. THE OSCARS LEFT A LOT MORE TO BE DESIRED KLONDIKE LEFT US CONFUSED
  10. IN ORDER TO BE TRULY BENEFICIAL FOR THE BRAND Real-time marketing must align short-term, fleeting attention on the stories of the day with the long-term brand narrative Short-Term Interests Long-Term Narrative
  11. INDIVIDUAL EPISODES ADVANCE THE STORY ARC FOR THE SEASON Episode 1 Episode 2 Episode 3 Episode 4 Episode 5 Episode 6
  12. THE REAL OPPORTUNITY engagement+ anticipation = brand love We must create and maintain consistent, meaningful brand engagement. The result is genuine affinity and growth of the community.
  13. ULTIMATELY, YOUR CONTENT MUST BE MORE THAN VISUAL & TIMELY TO SUCCEED LONG TERM
  14. THE FORMULA FOR SUCCESS visual + timely + prominent + relevant + recognizable
  15. EVALUATING REAL TIME OPPORTUNITIES RESONANTRELEVANT TIMELY IDEAL CONTENT AUDIENCE INTERESTS BRAND PRIORITIES CONVERSATION TRENDS
  16. EDELMAN IS UNIQUELY POSITIONED TO HELP we are creative storytellers real-time is in our DNA our media experts quickly amplify we live and breathe your community we know your brand
  17. WE’VE DEVELOPED A DISTINCT OFFERING At Edelman Digital, we increase brand engagement through a mix of ongoing real-time and planned creative content, strategically amplified by paid media.
  18. HERE’S HOW IT WORKS We bring four critical disciplines together to provide real time data, audience insights, design excellence and immediate amplification. IT’S A POWERFUL MIX
  19. A TWO-HOUR CYCLE approve post amplify measure optimize choose a trend spot a trend develop concept
  20. WE HAVE DIFFERENT MODELS TO SUIT YOUR NEEDS The Daily Desk ALWAYS-ON RELEVANCE WITH CONSISTENT PLANNED AND REAL-TIME CONTENT Newsroom Campaigns UNIQUE SOCIAL CAMPAIGN CREATION FOR INCREASED INTERACTION AND EXTENDED CONVERSATIONS Trendspotting PURPOSEFULLY OPPORTUNISTIC WITH TARGETED, TIMELY CONTENT
  21. AND IT’S WORKING FOR OUR BRANDS
  22. ADOBE MAKES CREATIVITY COUNT We’ve created a unique social personality for Adobe by building a dedicated team to develop consistent planned and real-time content.
  23. A CAPTAIN WORTHY CAMPAIGN We’ve given the Captain a new role: the cheeky commentator on all things pop culture. He talks. People share and talk back.
  24. EVERYONE LOVES THE BUG Volkswagen spots trending stories that align with their playful personality. Where will the iconic Beetle show up next?
  25. CUSTOM ENROLLMENT PROCESS define social persona determine audience affinities develop content themes identify topics to avoid set performance goals
  26. CREATIVE NEWSROOM Take control of your brand narrative in social. Turn real-time relevance into long-term resonance. Don’t just be liked. Be loved.
  27. For more information: CreativeNewsroom@Edelman.com
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