Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2014 NewsCred
TRANSLATION
What are We Doing on Pinterest?
Its one thing to develop a line of communication
around a sports or movie sponsorship, but a much
more difficult thing to translate brand values, promise,
and efficacy across the terrain of modern channels of
communication. The possibilities are infinite, so the
task is daunting, but understanding how to craft value
in an interactive and always-on environment is critical
to success. In order to turn real-time moments into
long-term success, brands need to be able to translate
their assets into consumer value on everything from
Pinterest to Vine to Twitter.
MINDSET
Fearlessness and Consumer Orientation
No more navel gazing or, more crudely expressed,
masturbatory messaging. Brands need to focus on providing
value to consumers at every touch point with every statement.
In these real-time channels, brands need to be risk-taking
and authentic instead of conservative and shallow. This
is arguably anathema to our industry and perhaps the
most difficult change to make. All parties involved must
regularly challenge the older ways of doing things, and
work together to keep focus on the consumer.
2014 NewsCred
Contents
Chapter 2
The New Client Relationship and Process
19 Setting Expectations
20 Forming a Cadence
21 Overcoming Creative, Legal and Approval Barriers
Chapter 3
How to Translate - Measurement & Sustainable Success
23 Reducing Risk, Maximizing Opportunities
26 Fusing Creativity and Technology
27 Expediting Client and Legal Approvals
Conclusion
28 So, Whats Next?
2014 NewsCred
Methodology
2014 NewsCred
Chapter One
A new creative
process:
Setting yourself
up for agility
and speed
2014 NewsCred
Structuring an
Agile Team
We have to have slightly different
skills than were accustomed to,
in that we have to have editorial
orchestration if not actual
editorial creation.
John McCarus, SVP, Social Content,
DigitasLBi
2014 NewsCred
Streamlining your
Process
Commitment
Brands looking to build an engaged
audience on social media must publish
quality content on a consistent basis. Just
like musicians or authors, brands cant
develop an audience chiming in a handful
of times a year for big, publicized events
like the Academy Awards, the VMAs, or
the Super Bowl. That approach will prove
ineffective because you havent built any
kind of relationship with your audience.
Publishing regularly sets a strong social
foundation that will help you establish
a cadence with your internal team, your
client, and your readers. It prepares you
for success when the right opportunity
emerges.
Process
Brands and agencies need to understand
that while there will continue to be
forward-looking calendars with planned
content, the high-reward activities are
those which are molded or created in
real-time. This can only happen, and
be approved, with a defined end-toend process, designed with a how can
we make this happen end goal. This
requires change-management, and
brands or agencies that treat it less
seriously than that will sit on the sidelines
during critical social moments.
2013
2014 NewsCred
Understanding Your
Digital Community
Social media audiences for brands and even TV shows and movies differ
from offline audiences watching TV commercials or viewing banner and print
ads. They also have different expectations and behaviors on social channels.
For an organically built social following, as opposed to a purchased or bribed
following, theyve already opted into your content and need a steady diet of
things they love. This often means the interests of your owned community
may differ significantly from your target audience in other media.
If your brand sponsors The Bachelor through a broadcast relationship and
negotiates access to the content, but you find that your Facebook audience is
tech-savvy/geeky, then you should figure out how to utilize and present The
Bachelor material in a way that will engage your social audience but still tie
back to your overall branding. This content plan may be quite different from
the engagement plan you develop for the broadcast viewers of the show.
Eric Korsh, VP/Group Director, Brand Content, DigitasLBi
Understanding your community requires an exercise in dissecting your
followers, their behavior patterns and psychographic qualities. You should
align these points with your bigger brand story and social media strategy
to determine how to connect your brand to the community in the most
interesting way.
For example, take Buicks #InTheMoment initiative. Buick, in partnership with
DigitasLBi, noticed an increasing trend amongst their social media audience:
technology fatigue, particularly with smartphones. In response, Buick
launched a movement aimed at getting people to put down their phones and
live in the moment.
The content was specifically tailored to their digital community:
a dedicated #InTheMoment Tumblr page, a content partnership with
Buzzfeed, a video produced with popular YouTube singer-songwriters Rhett
& Link (which received over 1 million views), culminating in a social media
blackout for Christmasso that people would live #InTheMoment with their
families for the holiday.
Establish a
Cadence
Internally
Learn From
Results and
Evolve the
Process
Any one of
these pieces
of content can
fail or be great.
Its a learning
process; we see
what works and
we evolve.
Norman De Greve
Chief Solutions Officer, North
America, DigitasLBi
2014 NewsCred
10
Monitoring The
Digital Space
[at DigitasLBi]
While
we have a suite of tools,
John McCarus
SVP, Social Content,
DigitasLBi
2014 NewsCred
11
DigitasLBi
Case Study:
The Wire
Anne-Marie Kline,
SVP, Social Content / Managing Director,
BrandLIVE, DigitasLBi
2014 NewsCred
12
Creating Content
that Resonates
3 Examples
of Authentic
& Relevant Real-time
Marketing *
2014 NewsCred
13
3 Examples
of Authentic &
Relevant Real-time
Marketing *
2014 NewsCred
14
The Virtues of
Stock vs. Flow
Sweet
Spot
Stock
Flow
2014 NewsCred
15
Stock Content:
Planning Ahead
Theres reactive
content and planned
content, but between
them is a huge spectrum
of things that happen
that can give the illusion
of being live because
theyre served up in a
relevant manner.
Anne-Marie Kline
SVP, Social Content / Managing Director,
BrandLIVE, DigitasLBi
Flow Content:
Thinking on Your Feet
2014 NewsCred
16
Case Study:
Lenovo, The Onion,
& Fantasy Football
Some brands are developing campaigns and
platforms that utilize both stock and flow content,
as computer brand Lenovo demonstrated with
their web mockumentary series, Tough Season,
and the social media program that flowed out of it.
Lenovo launched a new product called the
Yoga 2 Pro laptop, and leveraged their existing
partnership with the National Football League to
target the Fantasy Football crowd. Kevin Berman,
Lenovos marketing director, focused on fantasy
diehards because they are the technology doers
of the NFL, and Lenovo is For Those Who
Do. These fans have scale (over 30M fantasy
participants), a 24/7 obsession with their rosters
and league standings, and participate in the
dominant social conversation that surrounds the
NFL.
To position the Yoga 2 Pro laptop as a musthave accessory for the Fantasy Football season,
Lenovo partnered with DigitasLBi and The Onion,
a popular mock news publisher, to create a digital
mockumentary series called Tough Season.
Tough Season is the story of Brad, the perennial
last place finisher in his office Fantasy league. The
comedy web series ran eight episodes, released
periodically, during the NFL and Fantasy Football
season. Consider that the stock content. It was
scripted and organized andproduced in advance.
Throughout the course of the season, Lenovos
contracted NFL Player Talent produced videos,
Tweets, Facebook posts, and Instagrams that
2014 NewsCred
17
Chapter Two
The New
Client Relationship:
Working
Side-By-Side
agency/brand divide
The
needs to be narrowed.
Linda Piggot
EVP, Global Relationship Lead, DigitasLBi
2014 NewsCred
18
Setting Expectations
Anne-Marie Kline
SVP, Social Content / Managing Director,
BrandLIVE, DigitasLBi
2014 NewsCred
19
Forming A Cadence
Between Agency and
Client Teams
2014 NewsCred
20
Expediting Client
and Legal Approvals
Those are proactive measures each team can take to create a more
fluid approval process, but when it comes time to monitor social
media and create real-time content, a new plan should already be in
place.
Plan an approach. Determine who is going to be responsible for
interacting with people, who is going to respond to certain types of
questions, and when you need to hit pause and run comments by
your legal team for approval.
Keep everyone informed. While having every comment, interaction,
and response approved up and down the ladder will kill your ability
to truly be social, you can keep your team and management in the
know with regular interaction reports.
Get senior leadership on board. If you have the consent and support
of senior leadership on both the brand side and agency side, your
ability to act in real-time will be much smoother. Real-time marketing
is not a ground-up sell inside a brand it requires senior level buy in
from the beginning.
2014 NewsCred
21
Chapter Three
How to
Measure & Sustain
Success:
Turning Real-time
Content into
Long-term Results
2014 NewsCred
22
Reducing Risks,
Maximizing
Opportunities
2014 NewsCred
23
2014 NewsCred
24
When we started, it
was most important that
you were first. Now its
shifted and its more
important to be the best.
So you might get there
second, but you better
be better. You better be
right. And you better be
credible.
Anne-Marie Kline, SVP, Social Content /
Managing Director, BrandLIVE,
DigitasLBi
2014 NewsCred
25
2014 NewsCred
26
Fusing Creativity
and Technology
We have this mantra:
No one should
develop content thats
not shareable, and
there are no great
social ideas without
content at the center.
John McCarus, SVP, Social
Content, DigitasLBi
Stay True to Your North Star. With all the new digital platforms,
social spaces and devices, it can be tempting to veer away from
your traditional voice and adopt a persona that doesnt normally
fit your brand. In some cases thats okay, but it requires everyone
on board committing to the new, established social media
personality. The better bet is to stay true to the brand youve built
offline and bring it to life on social media.
Use Innovative Technologies to Create Better Content. Every
brand has advanced tools at their disposal to plan, discover,
source, publish, share and measure content at scale. Its
worthwhile to find the right technology for your target and goals.
Planning & Workflow. Plan ahead with an editorial calendar and
track content approvals. Easily organize and archive all owned,
licensed and social assets, in one place with asset management.
Content Discovery & Social Listening. The ability to surface and
curate the most relevant content in real-time based on socially
trending topics, your brands target audience and marketing goals.
2014 NewsCred
27
Turning Real-time
Moments into
Something More
Lasting
Jon Burkhart
Co-Author, Newsjacking
order to give
Invalue
back to your
Jay Curley
Global Marketing Manager,
Ben & Jerrys
2014 NewsCred
28
2014 NewsCred
29
2014 NewsCred
30
31