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.
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
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
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
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
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
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
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
‘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