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"The Emperor Has No News" - Deane Barker, Now What? Conference 2013



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"The Emperor Has No News" - Deane Barker, Now What? Conference 2013

  1. 1. The Emperor Has No News Why Your News Feed Doesn't Work and How to Fix It
  2. 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
  3. 3. “We’re gonna update it, Daddy.”
  4. 4. We’re at an odd point in the history of marketing where brands can talk to us.
  5. 5. The concept of a post-purchase relationship with a customer is quite new.
  6. 6. 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
  7. 7. We have an opportunity to converse with our customers. How are we going to use this?
  8. 8. Where does our desire for news come from?
  9. 9. #1 News reinforces the belief that we can discover information.
  10. 10. “[...] 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.”
  11. 11. News reveals the unknown unknowns, and we find security in this.
  12. 12. #2 News gives us a shared information space with other people.
  13. 13. • “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.”
  14. 14. News connects us to other people; it gives us a sense of community.
  15. 15. How does news help you sell things?
  16. 16. #1 News signals security.
  17. 17. “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.”
  18. 18. #2 News gives you a connection point
  19. 19. #3 News is sharable.
  20. 20. Sharing feasts on novelty.
  21. 21.
  22. 22. 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?
  23. 23. 1. Valentino’s 2. Tomacelli’s 3. Taste of the Big Apple 4. Boss’s 5. Dominos 6. Hy-Vee
  24. 24. The News Process 1. Editorial 2. Delivery 3. Analysis
  25. 25. Editorial • Who do we write for? • What do we write about? • How do we write it? • What do we want the reader to do?
  26. 26. 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.”
  27. 27. • Content MANAGEMENT • Content MARKETING • Content CURATION • Content DELIVERY • Content ANALYTICS • Content _____________ ?CREATION
  28. 28. Who do we write for? • Customers • Influencers • Press • Potential Employees • Current and Potential Investors • Local Residents
  29. 29. Analyze your audiences…
  30. 30. Consider outsourcing content creation
  31. 31. Be aware of your call to action (CTA)…or lack thereof.
  32. 32. What do you want them to do… • Register for an event? • Buy a product? • Complete a form? • Click a link?
  33. 33. Explicit CTA • What do you want the reader to do with the information you have given them?
  34. 34. Implicit CTA • Sometimes the best you can hope for is just better branding
  35. 35. Editorial Best Practices • Analyze your audiences • Consider outsourcing • Concentrate on CTAs
  36. 36. Delivery • Where do we publish it? • Where do we promote it? • How do we get this in front of potential customers?
  37. 37. News must be pushed. News that isn’t pushed is likely wasted.
  38. 38. Publish in one place, promote in many
  39. 39. Traditional Media Outlets • Cultivate personal contacts with journalists in your field of expertise • Find angles that make for interesting news stories
  40. 40. “…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.”
  41. 41. “When someone has asked me how to get their story on NPR, my answer has always been: Make it news.”
  42. 42. “…you need to be focused and relevant. You need to give reporters a real news story.”
  43. 43. Be careful with your credit. Think twice before pushing “wishful thinking” stories.
  44. 44. Wire Services
  45. 45. Delivery Best Practices • Always push news • Develop relationships with media outlets • Calculate the ROI of paid services carefully
  46. 46. Analysis • How can we track it? • Who is reading it? • Who is acting on it? • Does it have value for us?
  47. 47. Ensure your CTAs are trackable
  48. 48. Coverage vs. Precision
  49. 49. Coverage • How far and wide did your news go? • What channels resulted in most amplification?
  50. 50. The Problem of Marketing Attribution What single action or placement resulted in a conversion?
  51. 51. Precision = Conversion Rate • What distribution channels drove the most traffic? • What was your conversion rate? – General – Per channel – Differential
  52. 52. Analysis Best Practices • Strive for trackable CTAs • Calculate marketing attribution carefully
  53. 53. Survey Results
  54. 54. 65% of respondents had done no demographic profiling of their audience.
  55. 55. Over half of respondents have effective CTAs less than 20% of the time.
  56. 56. 75% of respondents claim to market news to other outlets, but over half don’t track the result.
  57. 57. 90% of organizations develop news content in-house
  58. 58. News has to become less obligatory, more purposeful.
  59. 59. Lack of intentionality.
  60. 60. Deane Barker @gadgetopia

Editor's Notes

  • Magnuson–Moss Warranty Act of 1975
  • Regular TV broadcasts in 194530K TVs, 7 million people
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