Hi, I’m Matt.
@mwurst
@360iCM
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It’s been an entire year since…
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20K social shares – most coming less
than an hour after posting
525 MILLION earned media impressions
(5X number of Super Bowl XLVII viewers)
4X Cannes Lion Winner
3X CLIO Winner
Named Best Social Media Invention
of 2013 by Adweek
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Launching the “Oreo Newsroom”
So what is a Newsroom, REALLY…?
Yes, now we can move on.
So what is a Newsroom, REALLY…?
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1. The Command Center
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2. The War Room
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3. The Newsroom MentalityOur approach to building relationships that fuel advocacy at scale.
Newsroom ≠ RTM
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Figuring out what’s right: Leveraging data to inspire content creation.
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Our Approach to Content:Where the Newsroom Mentality truly comes to life
STOCK
“Stock is the durable stuff.
It’s the content you
produce that’s as interesting
in two months (or two years)
as it is today.”
FLOW
“Flow is the feed.
It’s the posts and the tweets.
It’s the stream of daily and
sub-daily updates that remind
people that you exist.”
+
STOCK: #RoastJoffrey
Yes, we had a War Room for this.
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2 days… 800MM impressions
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FLOW: Downy #SoftSide seized cultural trends, created new ones
Sharknado!
New Miley
Video!
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STOCK + FLOW: Plan to plan…How a Newsroom Mentality inspires responsive content creation
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…and plan to react. #OREOCUPID
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Opportunistic Responsiveness:Requires established guardrails for each brand.
National responds to AvisOreo responds to Kit Kat
But don’t take platform expertise and community management for granted.
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Good planning means
coordinating, publishing,
moderating and measuring
all social content through a
centralized platform.
Publishing: Requires a centralized system & points of contact
.
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Moderation:Monitoring + Decision-Making
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Escalation: Develop Responsibilities Matrix
Function Responsibility Voice
MonitoringEquity-building and relationship monitoring 360i
Customer Service-focused monitoring Client
EscalationRemove Inappropriate Posts / Comments 360i / client
Review + Route Brand Specific Qs 360i / client
Responding to
Fans
Foster Brand Affinity 360i
Product, Distribution, Customer Service
InquiriesClient
Negative Sentiment/ High Risk Issues 360i / client
Crisis
ManagementDevelop and implement roadmap for repair 360i / client
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We have built a network of
10,000+ influentials…
Amplification:Tapping into relationships to drive organic buzz and shares
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Amplification: Efficient media targeting increases engagement
Hanes: 700% lift in interactions
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Measurement: Real-time dashboards for content performance
Optimization: Better content and deep social insights work hand in hand
So what’s next?
Questions?
@mwurst
@360iCM
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