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