NNOVATE FAST OR DIE SLOWLY: KoKo Vortrag gemeinsam mit unserem Kunden PRIMACOM
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This document discusses the challenges communicators face in the digital age and how a digital newsroom can help organizations adapt and thrive. It emphasizes the need for innovation, finding the right audience through data and insights, and adopting a more multimedia and omni-channel approach to content creation and distribution. A digital newsroom allows for better measurement of outcomes, more targeted communication, and improved data strategies.
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NNOVATE FAST OR DIE SLOWLY: KoKo Vortrag gemeinsam mit unserem Kunden PRIMACOM
- 1. The challenges for Communicators. Why a digital Newsroom helps you to survive and thrive. INNOVATE FAST ! OR ! DIE SLOWLY! @jonobean
- 2. MEET US! STAND 19 LEVEL B
- 5. ”Right now, Marketing & Communications as a function is at an inflection point between what we’re comfortable with, what we have permission to do, and what’s possible.” Eduardo Conrado SVP and Chief Innovation Officer Motorola Solutions @jonobean
- 7. TRUST ME PR IS DEAD @jonobean
- 8. Robert Phillips! ! Head of Chambers at Jericho Chambers Former EMEA CEO of Edelman Author of Trust Me, PR is Dead (2015)! @jonobean
- 9. DATA & INSIGHTS OUTCOMES " NOT OUTPUTS NETWORKS " NOT HIERARCHIES SCALE TALENT 1 2 3 4 5 5 Threats to PR @jonobean
- 10. 10 billion $ 13,5 billion $ Revenue increase 2012 - 2015! @jonobean
- 11. 33% increase in PR employees! (outnumbering journalists 4:1) @jonobean
- 12. PR specialists earns 40% more than journalists! @jonobean
- 13. EPA announces fines against Volkswagen, says it cheated on emissions test VW haults sales of certain diesel vehicles; stock is down 15 points by Monday NYC law firm files class action lawsuit on behalf of owners and leasees impacted by ”defeat device” VW confirms 11 million diesel cars worldwide include ”defeat device” software VW CEO Martin Winterkorn announces resignation Wednesday morning
- 15. We are in the trust business! …but trusted sources are changing! Online Search Engines 72% Traditional Media 64% Hybrid Media 63% Social Media 59% Owned Media 57% Source: 2015 Edelman Trust Barometer@jonobean
- 16. And so are the people we trust online! 72% 70% 60% My friends and family An academic expert Companies I use Trusted! 53% 52% A journalist Employees of a company Neutral! 46% 45% 40% 34% 32% A company CEO A well-known online personality Elected officials Celebrities Brands I don’t use Distrusted! @jonobean Source: 2015 Edelman Trust Barometer
- 17. ADMIRE TRUST FEELING ESTEEM Building a reputation! Source: Reputation Institute Reptrack Framework@jonobean
- 18. The importance of PESO! Authorty! Optimized content Shareable content Engaging content Paid media! Facebook sponsored post Adwords Sponsored tweets Twitter cards Lead generation Authority! Affiliate Brand Ambassadors Sponsored content Native advertising Content! Create from experts Employee stories Customer stories User-generated content Reviews Brand journalism Webinars, videos & podcasts Publicity! Media relations Blogger relations Investor relations Influencer relations Influencer engagement! Response to detractors Detractors turned to loyalists Loyalists turned to advocates Partnerships! Charity tie-ins Community service Co-branding Social Media! Facebook Twitter LinkedIn You tube Pinterest Instagram Periscope EARNED! Media SHARED! Media OWNED! Media PAID! Media
- 20. • working across more areas than before • creating more content with the same budget! • identifying and reaching the right audience! • working out where to dedicate limited resources • quantifying ROI of the biggest challenges communicators face! @jonobean
- 21. Identifying your alpha audience! Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience …and treat them like royalty Only 2%…
- 22. From 65,000 Mynewsdesk journalists here’s what 2,000 told us…
- 23. KEY FINDINGS • Publisher & Journalist Priorities not aligned • Knowledge, Versatility and Creativity are key • Omni-Platform Publishing a reality • Resigned to Sponsored Content • Faith in the Status Quo • Journalists are shifting toward shorter stories THE PAINS! 1. Time 2. Relevance of Stories 3. Lack of Images & Video WISHES! 1. Personal Relationships 2. Perfect Press Releases 3. Rapid Responses
- 25. WINNING IN THE MEDIUM TERM Deploy high-impact marketing programs to deliver strong marketing ROI • Establish a mobile-first mentality • Build an omnichannel presence • Adopt a marketing mix model • Manage the digital-media mix • Leverage programmatic buying • Create partner loop teams FUNDING THE JOURNEY Launch short-term moves to establish momentum and free up capital to fuel new marketing programs • Optimize the media mix • Decrease production costs • Improve agency-setup efficiencies BUILDING THE RIGHT TEAM, ORGANIZATION, AND CULTURE Set up the right organization for the new marketing world and deploy an agile and innovative culture Perform a capability assessment Invest in technology Design the organization Develop a forward-thinking culture DEVELOPING THE STRATEGY Define the overall marketing strategy and ambition Define your marketing strategy Develop your data strategy Set your marketing KPIs Source: BCG and Google analysis
- 26. INNOVATION ENGINE 1 BRAINSTORM 2 EXPERIMENTS 3 ANALYZE 4 SYSTEMIZE 1. BRAINSTORM ü Brainstorm, generate, rip ideas of tests you want to run for each phase (AARRR). ü Best sources are existing customers, campaigns, competitors. ü Outline hypothesis on outcome and steps. 2. EXPERIMENTS ü Implement experiments in the applicable phase. ü Make sure analytics and tracking is in place ü Create experiment document that contains all information, how-to’s, etc. 3. ANALYZE ü Verify if experiment failed or succeeded. ü Track KPIs and most important results. ü Update your experiment document with relevant information. 4. SYSTEMIZE ü If experiment was a success, then create Playbook and, if applicable, make it a permanent element.
- 27. Your 5 Takeaways! 1. Focus on what builds trust in your organisa4on 2. Expand your story telling approach 3. Put PESO at the heart of your strategy 4. Build an omni-channel presence 5. Find your alpha audience – the 2% that care @jonobean
- 28. Its 4me to “Think Different” otherwise you will become irrelevant Its time to “Think Different” otherwise you will become irrelevant ! @jonobean
- 30. The Brand Newsroom Insights! primacom / Tele Columbus Gruppe – Q2 2016
- 32. How to achieve them !
- 34. A new approach to Content (Q2)! 5 Press Releases 3 Blogs 11 Images 5 Events
- 35. Mobile first?! 64% Desktop 36% Mobile Stories on an average
- 37. The power of the content hub and email (Q2)! 17.800 of views in newsroom 8.798 " emails sent
- 38. The power of a subsriber! 18,8% " open rate of contacts" 40,1% " open rate of newsroom followers
- 39. Engagement Newsroom (Q2)! Sources Mynewsdesk (50%) Google (23%) Direct (17%) Primacom.de (2%) … 113 " Visitors from Facebook (Story just shared on the Wogetra fb Profile & " SWG Altenburg fb Profile ) 1m :20s average Dwell time 1.95 pages per visit
- 40. Alpha Audience of the Stories in Q2! Reached Contacts Primacom: 105 Media: 62 Alpha Audience Top 3 Media Contacts" b.*******@medienanstalt-mv.de ! b*******.*@zdf.de ! g******.p*********@investorpress.de ! Alpha Audience Media Houses" mdr.de ! lvz.de ! medienanstalt-mv.de ! faz.de! wortundbildverlag.de!
- 41. Top Stories (Content Pieces) ! Why are these Content-Pieces / Themes so successful?! Press Releases „Aufwertung des " Kabelnetzes in Schwarzenberg – das Giga-Netz kommt!“ Blogs „Ist Ihr WLAN zu langsam…? Hier sind 5 einfache Kniffe zum Beschleunigen der Verbindung!“ Images FRITZ!OS 6.50 Events 10. Deutscher Immobilientag 2016 „Begeistern – Motivieren – Verkaufen“!
- 42. Top Stories (Content Pieces)! 5159 contacts in 30 lists which " were adress very determined, e.g. " ”Landesmedienanstalten”," ”Verbraucherzentralen”, " ”Wohnungswirtschaftliche Verbände”, " different cities and regions
- 43. Newsroom for internal communication?! 105 primacom employees" read the stories in average
- 44. The Mynewsdesk Effect! ü Broader approach to storytelling – beyond the corporate press release! ü Better use of multimedia assets - increasing both traffic and coverage! ü More targeted and relevant distribution – saving journalists time! ü Improved internal communication – Employees now key advocates! ü Improved data strategy – Can now measure, learn and improve! ! !
- 45. @jonobean We can’t stay married to yesterday and we can’t be afraid of tomorrow. Eduardo Conrado SVP and Chief Innovation Officer Motorola Solutions.
- 46. MEET US! STAND 19 LEVEL B