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Creative Newsroom: Brand Storytelling at the Speed of Social
 

Creative Newsroom: Brand Storytelling at the Speed of Social

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    Creative Newsroom: Brand Storytelling at the Speed of Social Creative Newsroom: Brand Storytelling at the Speed of Social Presentation Transcript

    • CREATIVE NEWSROOMBRAND STORYTELLING AT THE SPEED OF SOCIAL
    • EVERY MINUTE THERE ARE:200 M5.6 M2.8 M2.1 M1.7 M275 KEMAILSTEXTSYOUTUBE VIEWSGOOGLE SEARCHESFACEBOOK POSTSTWEETS
    • ON TOP OF ALL THEAD IMPRESSIONS1975 500/DAY2013 5,000/DAY
    • THERE’S 60X MOREBRAND CONTENTIN NEWSFEEDS20112013231440UPDATES/MONTHUPDATES/MONTH
    • MEMES AND TRENDS TRAVELFASTER THAN EVER BEFORE
    • BOTTOM LINE,IT’S HARDER FORALL OF US TOENGAGE FANS
    • BRANDS AREFIGURING OUT HOWTO BREAK THROUGHBY CREATINGREAL-TIME CONTENT
    • SUPERBOWL WAS ADEFINING MOMENTFOR REAL TIMEMARKETINGOREO WAS THECLEAR WINNER
    • THE OSCARS LEFT ALOT MORE TO BEDESIREDKLONDIKE LEFTUS CONFUSED
    • 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
    • INDIVIDUAL EPISODES ADVANCETHE STORY ARC FOR THE SEASONEpisode1Episode2Episode3Episode4Episode5Episode6
    • THE REALOPPORTUNITYengagement+anticipation= brand loveWe must create and maintainconsistent, meaningful brandengagement. The result isgenuine affinity and growthof the community.
    • ULTIMATELY,YOUR CONTENTMUST BE MORE THANVISUAL & TIMELY TOSUCCEED LONG TERM
    • THE FORMULAFOR SUCCESSvisual+timely+prominent+relevant+recognizable
    • EVALUATINGREAL TIMEOPPORTUNITIESRESONANTRELEVANTTIMELYIDEALCONTENTAUDIENCEINTERESTSBRANDPRIORITIESCONVERSATIONTRENDS
    • EDELMAN ISUNIQUELYPOSITIONEDTO HELPwe are creativestorytellersreal-time is inour DNAour media expertsquickly amplifywe live and breatheyour communitywe knowyour brand
    • WE’VEDEVELOPEDA DISTINCTOFFERINGAt Edelman Digital, we increasebrand engagement through a mixof ongoing real-time and plannedcreative content, strategicallyamplified by paid media.
    • HERE’S HOWIT WORKSWe bring four critical disciplinestogether to provide real time data,audience insights, design excellenceand immediate amplification.IT’S A POWERFUL MIX
    • A TWO-HOURCYCLEapprovepostamplifymeasureoptimizechoosea trendspota trenddevelopconcept
    • 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
    • AND IT’S WORKINGFOR OUR BRANDS
    • ADOBE MAKESCREATIVITY COUNTWe’ve created a unique social personalityfor Adobe by building a dedicated teamto develop consistent plannedand real-time content.
    • A CAPTAIN WORTHYCAMPAIGNWe’ve given the Captain a new role: the cheekycommentator on all things pop culture. He talks.People share and talk back.
    • EVERYONE LOVESTHE BUGVolkswagen spots trending stories that alignwith their playful personality. Where will theiconic Beetle show up next?
    • CUSTOMENROLLMENTPROCESSdefinesocial personadetermineaudience affinitiesdevelopcontent themesidentifytopics to avoidsetperformance goals
    • CREATIVENEWSROOMTake control of your brand narrativein social. Turn real-time relevanceinto long-term resonance.Don’t just be liked.Be loved.
    • For more information:CreativeNewsroom@Edelman.com