From Event to Action: Accelerate Your Decision Making with Real-Time Automation
"The Emperor Has No News" - Deane Barker, Now What? Conference 2013
1. The Emperor Has No News
Why Your News Feed Doesn't
Work and How to Fix It
2. • Theory
– How the concept of marketing news is newer
than you think
– Why news is important to humans
– How news helps us sell things
• Practice
– Best practices for the news process
– Survey results
7. We’re at an odd point in the
history of marketing where
brands can talk to us.
8. The concept of a post-purchase
relationship with a customer is
quite new.
9.
10.
11.
12. Relationship Starters
• Purchase process required an account
• “Liked” them on Facebook
• Tweeted about them
• Registered at their website
• Used discount card
• Responded to some offer
13. We have an opportunity to
converse with our customers.
How are we going to use this?
16. “[...] there are known
knowns; there are things
we know we know. We also
know there are known
unknowns; that is to say we
know there are some things
we do not know. But there
are also unknown
unknowns — the ones we
don’t know we don’t know.”
17. News reveals the unknown
unknowns, and we find security
in this.
20. • “I’m utterly lost”
• “It’s been just awful”
• “Being without papers is like being without shoes.”
• “I just can’t seem to relax. I used to come home from work and relax
with a paper. I can’t relax anymore. It’s terrible.”
• “I miss the gossip, the dirt. It’s like taking part of my life away.”
• “It’s pretty lonesome without papers. I feel a great void.”
• “I just don’t feel right, that’s all. I can’t put my finger on it, but it
upsets me.”
• “I sleep on the sofa to make the time go before work. I work nights.
Usually I lay down and read the paper. Now I just sleep.”
21. News connects us to other
people; it gives us a sense of
community.
24. “If you’re buying a CMS,
you’re also buying into the
community around that
CMS. It’s just as much a
feature of the product as
anything the salesman
showed you during the
demo.”
29. 1. How the Internet has accelerated
marketing news
2. Why we love news
3. How news helps us sell stuff
4. How do we create, deliver, and analyze
news better?
32. Editorial
• Who do we write for?
• What do we write about?
• How do we write it?
• What do we want the reader to do?
33. What is your biggest challenge?
• “…newsworthy content. ”
• “…the time to interview [experts]…”
• “Quality writing…”
• “Finding interesting, relevant, timely
stories.”
• “Lack of communication within the
organization about what is going on.”
48. Traditional Media Outlets
• Cultivate personal contacts with journalists
in your field of expertise
• Find angles that make for interesting news
stories
49. “…the best pitches are those that come from
PR people who have done their homework:
they’ve read my stories, they know my beat
and interests, and they’ve tailored their
pitches accordingly.”
50. “When someone has asked me how to get
their story on NPR, my answer has always
been: Make it news.”
51. “…you need to be focused and relevant. You
need to give reporters a real news story.”
52. Be careful with your credit.
Think twice before pushing
“wishful thinking” stories.
58. Coverage
• How far and wide did your news go?
• What channels resulted in most
amplification?
59. The Problem of Marketing
Attribution
What single action or placement
resulted in a conversion?
60. Precision = Conversion Rate
• What distribution channels drove the most
traffic?
• What was your conversion rate?
– General
– Per channel
– Differential