Creative Newsroom: Brand Storytelling at the Speed of Social
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CREATIVE NEWSROOM BRAND STORYTELLING AT THE SPEED OF SOCIAL
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17-Oct-2014 -
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Business
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Transcript of Creative Newsroom: Brand Storytelling at the Speed of Social
CREATIVE NEWSROOMBRAND STORYTELLING AT THE SPEED OF SOCIAL
EVERY MINUTE THERE ARE:
200 M
5.6 M
2.8 M
2.1 M
1.7 M
275 K
EMAILS
TEXTS
YOUTUBE VIEWS
GOOGLE SEARCHES
FACEBOOK POSTS
TWEETS
ON TOP OF ALL THE AD IMPRESSIONS
1975 500 /DAY
2013 5,000 /DAY
THERE’S 60X MORE BRAND CONTENT IN NEWSFEEDS
2011
201323
1440 UPDATES/MONTH
UPDATES/MONTH
MEMES AND TRENDS TRAVEL FASTER THAN EVER BEFORE
BOTTOM LINE,IT’S HARDER FOR ALL OF US TO ENGAGE FANS
BRANDS ARE FIGURING OUT HOW TO BREAK THROUGH
BY CREATING REAL-TIME CONTENT
SUPERBOWL WAS A DEFINING MOMENT FOR REAL TIME MARKETING
OREO WAS THE CLEAR WINNER
THE OSCARS LEFT A LOT MORE TO BE DESIRED
KLONDIKE LEFTUS CONFUSED
IN ORDER TO BE TRULY BENEFICIAL FOR THE BRAND
Real-time marketing must align short-term, fleeting attention on the stories of the day with the long-term brand narrative
Short-TermInterests
Long-TermNarrative
INDIVIDUAL EPISODES ADVANCE THE STORY ARC FOR THE SEASON
Episode 1
Episode 2
Episode 3
Episode 4
Episode 5
Episode 6
THE REALOPPORTUNITY
engagement+ anticipation = brand love
We must create and maintain consistent, meaningful brand engagement. The result is genuine affinity and growth of the community.
ULTIMATELY, YOUR CONTENT
MUST BE MORE THAN VISUAL & TIMELY TO
SUCCEED LONG TERM
THE FORMULAFOR SUCCESS
visual +
timely+
prominent+
relevant +
recognizable
EVALUATING REAL TIME OPPORTUNITIES
RESONANTRELEVANT
TIMELY
IDEAL CONTENT
AUDIENCE INTERESTS
BRAND PRIORITIES
CONVERSATION TRENDS
EDELMAN IS UNIQUELY POSITIONED TO HELP
we are creative storytellers
real-time is in our DNA
our media experts quickly amplifywe live and breathe your communitywe know your brand
WE’VE DEVELOPED A DISTINCT OFFERINGAt Edelman Digital, we increase brand engagement through a mix of ongoing real-time and planned creative content, strategically amplified by paid media.
HERE’S HOW IT WORKS
We bring four critical disciplines together to provide real time data, audience insights, design excellence and immediate amplification.
IT’S A POWERFUL MIX
A TWO-HOUR CYCLE
approve
post
amplify
measure
optimizechoosea trend
spota trend
develop concept
WE HAVE DIFFERENT MODELS TO SUIT YOUR NEEDS
The Daily DeskALWAYS-ON RELEVANCE WITH
CONSISTENT PLANNED AND REAL-TIME CONTENT
Newsroom
CampaignsUNIQUE SOCIAL CAMPAIGN CREATION FOR
INCREASED INTERACTION AND EXTENDED CONVERSATIONSTrendspotting
PURPOSEFULLY OPPORTUNISTICWITH TARGETED, TIMELY CONTENT
AND IT’S WORKING FOR OUR BRANDS
ADOBE MAKES CREATIVITY COUNT
We’ve created a unique social personality for Adobe by building a dedicated team to develop consistent planned and real-time content.
A CAPTAIN WORTHY CAMPAIGN
We’ve given the Captain a new role: the cheeky commentator on all things pop culture. He talks. People share and talk back.
EVERYONE LOVES THE BUG
Volkswagen spots trending stories that align with their playful personality. Where will the iconic Beetle show up next?
CUSTOM ENROLLMENT PROCESS
definesocial persona
determine audience affinities
developcontent themes
identifytopics to avoid
setperformance goals
CREATIVENEWSROOMTake control of your brand narrative in social. Turn real-time relevance into long-term resonance.
Don’t just be liked. Be loved.
For more information:[email protected]
