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MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroom at Percolate's #SPEAKEASY #CMAD event

Corporate Communications is currently at the intersection of content and code. In its strategy for building its own corporate newsroom, MasterCard focused on integrating its various social channels, curating content to fuel conversations around context, and creating content with third-party validation. For Mastercard, content creation is never a “one n’ done” process, and MasterCard uses the Percolate Brew to syndicate its content around owned media, bringing new relevancy to dated stock media content.

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MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroom at Percolate's #SPEAKEASY #CMAD event

  1. 1. January 28, 2013 Evolution of the Corporate Newsroom Jennifer Stalzer, VP Social/Digital Communications MasterCard Worldwide @MasterCardNews ©2012 MasterCard. Proprietary and Confidential
  2. 2. MasterCard’s Journey: So Much Has Changed 2010 Resource 2013 Community ©2012 MasterCard. Proprietary and Confidential Page 2
  3. 3. Corporate Newsroom a Community #DidUKnow? •  Over 50% of people learn about breaking news via social media vs traditional media •  46% of people get news online at least 3 times a week •  99% of reporters start a news story by a Google search •  Press release wire distribution back in vogue Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside ©2012 MasterCard. Strategies for Skyrocketing Your Content to Page One Proprietary and Confidential Page 3
  4. 4. The MasterCard Conversation Suite Content Experience Community Ø  Integrated Social Channels Ø  Consistent Content Creation & Curation Ø  Change: Keep it Fresh ©2012 MasterCard. Proprietary and Confidential Page 4
  5. 5. Content Creation: 3rd Party Validation ©2012 MasterCard. Proprietary and Confidential Page 5
  6. 6. Content Curation: Fuel the Conversation ©2012 MasterCard. Proprietary and Confidential Page 6
  7. 7. How to BE AWESOME ©2012 MasterCard. Proprietary and Confidential Page 7
  8. 8. Content Creation: We Now Report the News ©2012 MasterCard. Proprietary and Confidential Page 8
  9. 9. Content Creation: Never One ‘n Done December 19, 2012 January 25, 2013 ©2012 MasterCard. Proprietary and Confidential Page 9
  10. 10. What Else? ©2012 MasterCard. Proprietary and Confidential Page 10
  11. 11. #1: Content Creation is about Experience What Makes for a Complete Digital Story? ● Words ●Images ● Graphics ● Video ● Links More Visuals = More Views •  Add graphic to a press release get 14% more views •  20% more w/video •  48% more w/image and video •  78%+ more w/image, video, infographic… Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside Strategies for Skyrocketing Your Content to Page One ©2012 MasterCard. Proprietary and Confidential Page 11
  12. 12. Communications Crossroad CONTENT CODE ©2012 MasterCard. Proprietary and Confidential Page 12
  13. 13. #2: Integrate Content with Code: Communications and IT Unite Great Content Goes MIA w/out SEO SEO, Social Signaling is KEY!! Ø SEO is integral to content creation and key to content surfacing ●Key Words ●Tagging ●File Names ●Character limits Ø Social Signaling or Engagement Strategy Key ● Linkbacks ● On-Domain and Off -Domain content QUESTION: Does YOUR content surface against the right topics?... ©2012 MasterCard. Proprietary and Confidential Page 13
  14. 14. The Google Test: “Cashless” Cashless Conversations Blog #2 in organic search! ©2012 MasterCard. Proprietary and Confidential Page 14
  15. 15. TAKEAWAYS Content Experience Community Ø  Integrate Social Channels/Create the Hub Ø  Consistent Content Creation & Curation Strategy that Delivers EXPERIENCE Ø  Keep Content FRESH with right mix of Stock & Flow Ø  Crossroad of Content & Code: SEO/Social Signaling Strategy Ø  Track ‘n Measure: Understand the Metrics (Unique Monthly Visits; Pages Views; Engagements; Followers) ©2012 MasterCard. Proprietary and Confidential Page 15
  16. 16. Thank You: Newsroom.MasterCard.com ©2012 MasterCard. Proprietary and Confidential Page 16

Corporate Communications is currently at the intersection of content and code. In its strategy for building its own corporate newsroom, MasterCard focused on integrating its various social channels, curating content to fuel conversations around context, and creating content with third-party validation. For Mastercard, content creation is never a “one n’ done” process, and MasterCard uses the Percolate Brew to syndicate its content around owned media, bringing new relevancy to dated stock media content.

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