Creative Newsroom: Brand Storytelling at the Speed of Social
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http://www.edelmandigital.com 7,433
http://www.scoop.it 1,772
http://www.mynewsdesk.com 191
http://www.conseilsmarketing.com 138
http://www.commpro.biz 85
http://www.allbrandnewsrooms.com 69
https://twitter.com 15
http://nargues-adle-5lwl.squarespace.com 14
http://moodle.unitec.ac.nz 11
http://strongsocialmedia.collected.info 10
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  • 1. CREATIVE NEWSROOMBRAND STORYTELLING AT THE SPEED OF SOCIAL
  • 2. EVERY MINUTE THERE ARE:200 M5.6 M2.8 M2.1 M1.7 M275 KEMAILSTEXTSYOUTUBE VIEWSGOOGLE SEARCHESFACEBOOK POSTSTWEETS
  • 3. ON TOP OF ALL THEAD IMPRESSIONS1975 500/DAY2013 5,000/DAY
  • 4. THERE’S 60X MOREBRAND CONTENTIN NEWSFEEDS20112013231440UPDATES/MONTHUPDATES/MONTH
  • 5. MEMES AND TRENDS TRAVELFASTER THAN EVER BEFORE
  • 6. BOTTOM LINE,IT’S HARDER FORALL OF US TOENGAGE FANS
  • 7. BRANDS AREFIGURING OUT HOWTO BREAK THROUGHBY CREATINGREAL-TIME CONTENT
  • 8. SUPERBOWL WAS ADEFINING MOMENTFOR REAL TIMEMARKETINGOREO WAS THECLEAR WINNER
  • 9. THE OSCARS LEFT ALOT MORE TO BEDESIREDKLONDIKE LEFTUS CONFUSED
  • 10. IN ORDER TO BE TRULYBENEFICIAL FOR THEBRANDReal-time marketing must align short-term,fleeting attention on the stories of the daywith the long-term brand narrativeShort-TermInterestsLong-TermNarrative
  • 11. INDIVIDUAL EPISODES ADVANCETHE STORY ARC FOR THE SEASONEpisode1Episode2Episode3Episode4Episode5Episode6
  • 12. THE REALOPPORTUNITYengagement+anticipation= brand loveWe must create and maintainconsistent, meaningful brandengagement. The result isgenuine affinity and growthof the community.
  • 13. ULTIMATELY,YOUR CONTENTMUST BE MORE THANVISUAL & TIMELY TOSUCCEED LONG TERM
  • 14. THE FORMULAFOR SUCCESSvisual+timely+prominent+relevant+recognizable
  • 15. EVALUATINGREAL TIMEOPPORTUNITIESRESONANTRELEVANTTIMELYIDEALCONTENTAUDIENCEINTERESTSBRANDPRIORITIESCONVERSATIONTRENDS
  • 16. EDELMAN ISUNIQUELYPOSITIONEDTO HELPwe are creativestorytellersreal-time is inour DNAour media expertsquickly amplifywe live and breatheyour communitywe knowyour brand
  • 17. WE’VEDEVELOPEDA DISTINCTOFFERINGAt Edelman Digital, we increasebrand engagement through a mixof ongoing real-time and plannedcreative content, strategicallyamplified by paid media.
  • 18. HERE’S HOWIT WORKSWe bring four critical disciplinestogether to provide real time data,audience insights, design excellenceand immediate amplification.IT’S A POWERFUL MIX
  • 19. A TWO-HOURCYCLEapprovepostamplifymeasureoptimizechoosea trendspota trenddevelopconcept
  • 20. WE HAVE DIFFERENTMODELS TO SUITYOUR NEEDSThe Daily DeskALWAYS-ON RELEVANCE WITHCONSISTENT PLANNED ANDREAL-TIME CONTENTNewsroom CampaignsUNIQUE SOCIAL CAMPAIGN CREATION FORINCREASED INTERACTION AND EXTENDEDCONVERSATIONSTrendspottingPURPOSEFULLY OPPORTUNISTICWITH TARGETED, TIMELY CONTENT
  • 21. AND IT’S WORKINGFOR OUR BRANDS
  • 22. ADOBE MAKESCREATIVITY COUNTWe’ve created a unique social personalityfor Adobe by building a dedicated teamto develop consistent plannedand real-time content.
  • 23. A CAPTAIN WORTHYCAMPAIGNWe’ve given the Captain a new role: the cheekycommentator on all things pop culture. He talks.People share and talk back.
  • 24. EVERYONE LOVESTHE BUGVolkswagen spots trending stories that alignwith their playful personality. Where will theiconic Beetle show up next?
  • 25. CUSTOMENROLLMENTPROCESSdefinesocial personadetermineaudience affinitiesdevelopcontent themesidentifytopics to avoidsetperformance goals
  • 26. CREATIVENEWSROOMTake control of your brand narrativein social. Turn real-time relevanceinto long-term resonance.Don’t just be liked.Be loved.
  • 27. For more information:CreativeNewsroom@Edelman.com