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

Presented by Deane Barker at the Now What? Conference on April, 19th 2013.

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

  1. 1. The Emperor Has No NewsWhy Your News Feed DoesntWork and How to Fix It
  2. 2. • Theory– How the concept of marketing news is newerthan 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 updateit, Daddy.”
  4. 4. We’re at an odd point in thehistory of marketing wherebrands can talk to us.
  5. 5. The concept of a post-purchaserelationship with a customer isquite 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 toconverse with our customers.How are we going to use this?
  8. 8. Where does our desire fornews come from?
  9. 9. #1News reinforces the belief thatwe can discover information.
  10. 10. “[...] there are knownknowns; there are thingswe know we know. We alsoknow there are knownunknowns; that is to say weknow there are some thingswe do not know. But thereare also unknownunknowns — the ones wedon’t know we don’t know.”
  11. 11. News reveals the unknownunknowns, and we find securityin this.
  12. 12. #2News gives us a sharedinformation space with otherpeople.
  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 relaxwith 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 itupsets 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 otherpeople; it gives us a sense ofcommunity.
  15. 15. How does news help you sellthings?
  16. 16. #1News signals security.
  17. 17. “If you’re buying a CMS,you’re also buying into thecommunity around thatCMS. It’s just as much afeature of the product asanything the salesmanshowed you during thedemo.”
  18. 18. #2News gives you a connectionpoint
  19. 19. #3News is sharable.
  20. 20. Sharing feasts on novelty.
  21. 21.
  22. 22. 1. How the Internet has acceleratedmarketing news2. Why we love news3. How news helps us sell stuff4. How do we create, deliver, and analyzenews better?
  23. 23. 1. Valentino’s2. Tomacelli’s3. Taste of the BigApple4. Boss’s5. Dominos6. Hy-Vee
  24. 24. The News Process1. Editorial2. Delivery3. 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, timelystories.”• “Lack of communication within theorganization 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 contentcreation
  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 withthe information you have given them?
  34. 34. Implicit CTA• Sometimes the best you can hope for isjust 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 potentialcustomers?
  37. 37. News must be pushed.News that isn’t pushed is likelywasted.
  38. 38. Publish in one place, promotein many
  39. 39. Traditional Media Outlets• Cultivate personal contacts with journalistsin your field of expertise• Find angles that make for interesting newsstories
  40. 40. “…the best pitches are those that come fromPR people who have done their homework:they’ve read my stories, they know my beatand interests, and they’ve tailored theirpitches accordingly.”
  41. 41. “When someone has asked me how to gettheir story on NPR, my answer has alwaysbeen: Make it news.”
  42. 42. “…you need to be focused and relevant. Youneed 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 servicescarefully
  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 mostamplification?
  50. 50. The Problem of MarketingAttributionWhat single action or placementresulted in a conversion?
  51. 51. Precision = Conversion Rate• What distribution channels drove the mosttraffic?• 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 nodemographic profiling of theiraudience.
  55. 55. Over half of respondents haveeffective CTAs less than 20% ofthe time.
  56. 56. 75% of respondents claim tomarket news to other outlets, butover half don’t track the result.
  57. 57. 90% of organizations developnews content in-house
  58. 58. News has to become lessobligatory, more purposeful.
  59. 59. Lack of intentionality.
  60. 60. Deane