Brand Newsrooms - Real-time Marketing Strategy, Operations and Execution

REAL-TIME MARKETINGIN THE REAL WORLD.

HI, NICE TO MEET YOU ALL! FOUNDER+CEO OF RAIDIOUS DAD OF THREE BOYS YOUTH FOOTBALL COACH AUTHOR RECOVERING MUSICIAN 9 YEARS IN BROADCAST NEWS, MKTG, NEW MEDIA 4 YEARS ON AGENCY SIDE ACCOUNT PLANNING, AE, VP, DIGITAL @ MEYER + WALLIS 5TH YEAR @RAIDIOUS

47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.

RAIDIOUS WORKS WITH SOME OF THE WORLD’S LARGEST BRANDS, IN REAL-TIME.

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WE INVENTED THE BRAND NEWSROOM APPROACH TO REAL-TIME MARKETING.

WE WORK DIFFERENTLY BECAUSE WE HAVE TO.

THE WAY PEOPLE USE MEDIA IS NOT “CHANGING”. IT “HAS CHANGED.”

THIS IS WHY MOST MARKETING ORGANIZATIONS WERE CREATED.

THIS IS WHY WE HAVE TO START ALL OVER AND RETHINK EVERYTHING.

ITS NO LONGER JUST ABOUT THE BIG IDEA.

ITS ABOUT THE THOUSAND LITTLE ONES THAT BRING IT TO LIFE.


SEVEN KEY CONSIDERATIONS FOR THE 21ST CENTURY MARKETER:

SCOPE: THE THEORY AND RATIONALE BEHIND REAL-TIME MARKETING & OWNED MEDIA

SHIFT: THE THREE THINGS THAT BROKE YOUR EXISTING MARKETING OPERATIONS

STRATEGY: 8 CONSIDERATIONS FOR DEVELOPING A REAL-TIME OWNED MEDIA STRATEGY

STAFFING: THE FOUR KEY ROLES IN YOUR BRAND NEWS ROOM

STRUCTURE: THE 5M’S OPERATIONAL APPROACH FOR REAL-TIME EXECUTION

SPACE: BUILDING OUT A PHYSICAL SPACE FOR YOUR TEAM

STACK: TECHNOLOGY REQUIREMENTS AND INFRASTRUCTURE

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DIGITAL MARKETING DOESN’T WORK WITHOUT CONTENT.

ALL MEDIA IS DIGITAL. ALL MEDIA IS SOCIAL. IT’S ALL REAL-TIME. IT’S ALWAYS-ON.

EVERY SINGLE ONLINE INTERACTION IS 100% CONTENT-DRIVEN.

CONTENT DOESN’T WORK WITHOUT AN AUDIENCE.

THERE ARE ONLY THREE POSSIBLE WAYS TO GET ACCESS TO AN AUDIENCE.

EMAIL, WEBSITES, BLOGS, SOCIAL, MOBILE, AUTOMATION, CRM - NONE OF IT WORKS.

47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >12

OWNED MEDIA

EARNED MEDIA PAID MEDIA Buy

Build

Borrow

CUSTOMERS ONLY COME FROM AUDIENCES. THREE WAYS TO GET THEM:

What Raidious Does

What PR Firms DoWhat Ad Agencies Do


THERE ARE THREE VERY KEY SHIFTS THAT HAVE CHANGED THE WAY WE PLAN + EXECUTE.

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Key Shifts:3

Key Shifts:3ABILITY TO LISTEN

Key Shifts:3ABILITY TO RESPOND

IN REAL-TIME

Key Shifts:3 ABILITY TO PLAN FOR WHAT YOU CAN’T PLAN

FOR.


SHIFT: THE THREE THINGS THAT BROKE TRADITIONAL MARKETING STRATEGY

1. THE NEED TO LISTEN IN REAL TIME !

2. THE NEED TO RESPOND IN REAL TIME !

3. THE NEED TO PLAN FOR WHAT YOU CAN’T PLAN FOR !

PREMISE: ALL MEDIA IS SOCIAL AND SHAREABLE. ALL MEDIA IS REAL-TIME. ALL MEDIA IS ALWAYS-ON. ANYONE AND EVERYONE IS MEDIA. ETC. AD NAUSEUM. SO WHAT? !

SO - LINEAR, CAMPAIGN-STYLE STRATEGIC AND TACTICAL PLANNING IS BROKEN. SO - MORE AGILE STRATEGY IS A PRE-REQUISITE TO MORE AGILE EXECUTION. SO - BRANDS MUST DEVISE A NEW STRATEGIC FRAMEWORK TO DEAL WITH TODAY’S MEDIA.

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brand strategy personae

risk

metadata

engagement

discovery business case

distributiontopography

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•IT HAS TO BE A GUARDRAILS APPROACH !

•IT HAS TO PROVIDE GUIDANCE FOR QUESTIONS WE CAN ANTICIPATE, AND SOME WE CAN’T !

•IT HAS TO PROTECT THE BRAND FIRST AND FOREMOST. !

•IT HAS TO BE AUDIENCE-CENTRIC, CONTENT DRIVEN, AND CHANNEL AGNOSTIC.

STRATEGY: 8 CONSIDERATIONS FOR DEVELOPING A REAL-TIME STRATEGIC MARKETING FRAMEWORK.

LIKEWISE, 50% ARE NOT OUTSOURCED.


STAFFING - HOW MARKETING USED TO BE ORGANIZED:

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PUBLIC RELATIONS COMMUNITY RELATIONS

EMAIL SOCIAL

ECOM WEBSITE BLOG

IT / IS SALES / CLIENT SERVICE MERCHANDISING

SEARCH

MARKETING / ADVERTISING

MOBILE

THE REST OF THE ENTERPRISE


OWNED MEDIA

EARNED MEDIA PAID MEDIA

HOW MARKETING TEAMS SHOULD BE ORGANIZED TODAY:

paid media team ad agency

earned media team pr agency

owned media team + external partners

owns all brand content oversees all owned media channels responsible for audience development

owns all influencer relationships oversees all earned media channels responsible for generating press

owns overall creative / big idea oversees all paid media channels responsible for buying audience

brand promise (integration)

OWNED MEDIA IS THE MISSING LINK IN INTEGRATED MARKETING.

OWNED MEDIA

EARNED MEDIA PAID MEDIA

CUSTOMER SERVICE

PRODUCT DEVELOPMENT

HUMAN RESOURCES

INNOVATION

RESEARCH

INTEGRATING THE ENTERPRISE:


STAFFINGWHEN YOU’RE BUILDING AN OWNED MEDIA TEAM, YOU’RE NOT DOING IT IN THE CONTEXT OF MARKETING - BUT IN THE CONTEXT OF BUILDING AUDIENCE. !

YOUR TEAM NEEDS TO BE ABLE TO EXECUTE FROM A MIND SET THAT IS… !

- AUDIENCE-CENTRIC - PLATFORM-AGNOSTIC - CONTENT DRIVEN !

- AND THEREFORE, FUTURE-PROOF !

NOBODY DOES THIS BETTER THAN CNN, ESPN, NPR, NYTIMES - NEWS COMPANIES LIVE AND DIE BASED ON THEIR ABILITY TO DRIVE AUDIENCE.

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BRANDS SHOULDN’T BE FOCUSED ON JUST MAKING CONTENT, OR THINKING OR ACTING LIKE A PUBLISHER...

BRANDS HAVE TO BE IN THE AUDIENCE BUILDING BUSINESS.


IT TAKES AT LEAST FOUR DISTINCT ROLES TO FULFILL THE BASIC FUNCTIONS OF AUDIENCE BUILDING.

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4

TECHNICAL SUPPORT

STORY TELLERLISTENING FUNCTION

ORGANIZER / LEADER

STAFF: THE FOUR KEY ROLES OF THE BRAND NEWSROOM

STAFF: THE FOUR KEY ROLES OF THE BRAND NEWSROOM

PRODUCER FUNCTION

ASSIGNMENT EDITOR FUNCTION

REPORTER FUNCTION

ENGINEERING FUNCTION


Everything we make is based on a rundown. !

We create and publish relevant, engaging, remarkable content on brand-owned media to grow audience. !

We monitor our audience, and react to new information. !

We engage directly with the audience. !

We measure all platforms individually and collectively to understand how our audience is reacting to content.

STRUCTURE: THE 5M’S ENG-STYLE PRODUCTION PROCESS

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make

manage

monitormoderate

measure


SPACE: THE FINAL FRONTIER

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DO YOU NEED AN ACTUAL ROOM FOR YOUR NEWS ROOM? !

PROBABLY NOT - BUT IT SURE DOES HELP. !

CRITICAL ISSUES ON SPACE: - LINE OF SIGHT - SPACE TO COLLABORATE - SCREEN REAL ESTATE - BUY GREAT CHAIRS - BUY GREAT MONITORS !

- YOU PROBABLY DON’T “NEED” A BIG OLD MONITOR WALL, BUT IT DOES HELP.


THE MARKETING TECH STACK


STACK: TECHNOLOGY SHOULD BE THE LAST THING YOU’RE WORRIED ABOUT. ANALYTICS: WEB ANALYTICS TOOL PRODUCTIVITY: PROJECT MANAGEMENT TOOL, BASIC STORAGE, FILE SHARING RESOURCE MANAGEMENT: WAY TO MANAGE HUMAN RESOURCES !

CREATIVE TOOLS: CAMERAS, MONITORS, COMPUTERS, CREATIVE SUITE CMS: CONTENT MANAGEMENT SYSTEM SMMS: SOCIAL MEDIA MANAGEMENT SYSTEM W/ CHANNEL MONITORING ESP: EMAIL SERVICE PROVIDER !

MONITORING: OFF-CHANNEL MONITORING SOLUTION CONTESTING + CUSTOMIZATION: WAY TO CUSTOMIZE EXTERNAL PLATFORMS PUBLISHING OPTIMIZATION: PUBLISHING AUTOMATION !

CRM: CUSTOMER RELATIONSHIP MANAGEMENT TOOL AUTOMATION: TOOL TO AUTOMATE CONTENT DELIVERY

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THE BASICS

INTERMEDIATE

ADVANCED

LEADING EDGE


YOUR MARKETING TECH STACK DOES NOTHING WITHOUT PEOPLE AND CONTENT.

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GET THE BOOK.

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WE HAVE OPENINGS FOR NEW CLIENTS.

REAL-TIME BRAND NEWS TEAM

HIRE YOUR OWN REAL-TIME BRAND NEWS TEAM.

MANAGE YOUR TEAM. MANAGE YOUR PARTNERS.

MANAGE YOUR TECH STACK. MANAGE YOUR AUDIENCE.

IN REAL TIME, FROM ANYWHERE.

GET THE SOFTWARE.

Newsroom Tools for Professional Content Teams.

!

Rundown uses predictive analytics to forecast audience

demand and resource availability for publishers,

brands, and their agencies.

REVOLVE CONSULTING + TRAINING + STRATEGY

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Revolve is a consultancy focused on helping brands, publishers and agencies re-orient their resources for today’s real-time media world.

GET SOME GUIDANCE.


QUESTIONS?