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Hi, I’m Matt.
@mwurst
@360iCM
PROPRIETARY & CONFIDENTIAL2
It’s been an entire year since…
PROPRIETARY & CONFIDENTIAL3
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
PROPRIETARY & CONFIDENTIAL4
PROPRIETARY & CONFIDENTIAL5
PROPRIETARY & CONFIDENTIAL6
Launching the “Oreo Newsroom”
So what is a Newsroom, REALLY…?
Yes, now we can move on.
So what is a Newsroom, REALLY…?
PROPRIETARY & CONFIDENTIAL9
1. The Command Center
PROPRIETARY & CONFIDENTIAL10
2. The War Room
PROPRIETARY & CONFIDENTIAL11
3. The Newsroom MentalityOur approach to building relationships that fuel advocacy at scale.
Newsroom ≠ RTM
PROPRIETARY & CONFIDENTIAL13
Figuring out what’s right: Leveraging data to inspire content creation.
PROPRIETARY & CONFIDENTIAL14
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.
PROPRIETARY & CONFIDENTIAL16
2 days… 800MM impressions
PROPRIETARY & CONFIDENTIAL17
FLOW: Downy #SoftSide seized cultural trends, created new ones
Sharknado!
New Miley
Video!
PROPRIETARY & CONFIDENTIAL18
STOCK + FLOW: Plan to plan…How a Newsroom Mentality inspires responsive content creation
PROPRIETARY & CONFIDENTIAL19
…and plan to react. #OREOCUPID
PROPRIETARY & CONFIDENTIAL20
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.
PROPRIETARY & CONFIDENTIAL22
Good planning means
coordinating, publishing,
moderating and measuring
all social content through a
centralized platform.
Publishing: Requires a centralized system & points of contact
.
PROPRIETARY & CONFIDENTIAL23
Moderation:Monitoring + Decision-Making
PROPRIETARY & CONFIDENTIAL24
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
PROPRIETARY & CONFIDENTIAL25
We have built a network of
10,000+ influentials…
Amplification:Tapping into relationships to drive organic buzz and shares
PROPRIETARY & CONFIDENTIAL26
Amplification: Efficient media targeting increases engagement
Hanes: 700% lift in interactions
PROPRIETARY & CONFIDENTIAL27
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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