MSLGROUP Newsroom: An Overview
-
date post
13-Sep-2014 -
Category
Technology
-
view
4.844 -
download
0
description
Transcript of MSLGROUP Newsroom: An Overview
The
Be aware. Be active.
NEWSROOM
Mastering
streamscontent
Back to Basics !
In a global and multi-faceted ecosystem, companies and institutions must focus on their fundamental communication objectives more than ever:
Create brand preferenCe
build and sustain reputation
Generate visibility and results
But this ecosystem also multiplies communication possibilities for corporations by creating new content distribution channels.
creating content ...
Today, content plays a central role in corporate and ins-titutional communication strategies.
Content streams, either internal or external, are exploding:From the employee to the consumer, from the citizen to the user, everyone “broadcasts”!
Mastering these streams has become a necessity but above all this creates an opportunity to stand out, to strengthen positioning and to differentiate a brand.
… But not haphazardly
Content does not cohere with strategy, is misused in the ecosystem and published counter productively,
Opportunities to be heard are missed…
Increased number of experts and interlocutors,
Uncontrolled production costs…
Corporations and institutions now use content to tell authentic stories across their communication channels.They have become their own media.
but proGraminG is weak:
and orGanisationS HAVE not adapted to new needs:
The challenge is To
produCe the riGht Content,for the riGht tarGet, at the riGht time and in the riGht plaCe!
buT above all
gettingorganizedfor and bycontent
adopt a content centric strategy
Produce quality content, that is original and engaging,
Create content in terms of pooling and enhancement within the ecosystem,
Induce production cost efficiency,
Measure content performance : audience, engagement, leads ...
respect the fundaMentals
low a publisher’s model: be capable of producing real-time content and/or in-depth content.
Coordinate actions within a coherent content strategy to reach and engage with small and large communities.
Join a global conversation to nourish the company or institution’s reputation.
To see, hear, wriTe, reacT, analyselike a media:the newsroom
What is the neWsrooM?
Publicis Consultant’s Newsroom is: 1 editorial team, organised around content production and its publishing rhythm.
A unique program ing tool that provides content performance analytics
the lab
the desk
the faCtory
first detects weak signals and provides insights,
reacts and produces content in real-time,
builds long-term reputation and produces program ed content.
3 coordinated areas of expertise:
pilot
neWsrooM organisationCorporate communications department
Newsroom Publicis Consultants
faCtoryCONTENT MANAGEMENT
labCONTENT SURVEY INSIGHT DETECTION
CHIEf CONTENT OffICER
CHIEf CONTENT EDITOR
deskCONTENT ENGAGEMENT
CONTENT PRODUCTION INTELLIGENCEContent production and publication
unified content planification (pilot)
the laB, to anticipate
who makes up the lab?
with whiCh tool?
• Analysts
• A creative technologist
Built on web semantics analysis, Trendsboard helps select and analyses conversations that will drive buzz on the web.
The Lab absorbs the brand, its objectives and studies its audience to better understand its centres of interest and its expectations.
Within an effervescent media arena, The Lab identifies weak signa and detects emerging topics.
A system of alerts established by The Lab keeps editorial consultants and community managers informed of upcoming topics.
The Lab identifies new trends in technology, formats and distribution methods. It analyses them and makes recommendations according to each client’s needs.
the desk, to react
who makes up the desk?
with whiCh tools?
•Editorial consultants
• Specialists in design, creation and production
•Experts in content amplification
Pilot®: a content piloting tool used by Publicis Consultants that is unique in Europe.
The Lab wire: a real-time news wire with the capacity to create alerts, flag emergencies and place weak signals in context.
The Desk designs and produces content linked to events. The success of this content relies on the analysis of the consumers' context and on the pertinence of the chosen formats.
It transforms rising topics into opportunities to engage with the audience and produces content in “real-time”.
It works hand in hand with client Community managers and with experts in content ampli-fication.
It relies on specialized and highly reactive production teams.
the factory, to Build a reputation
who makes up the faCtory?
with whiCh tools?
•Editorial consultants
•Experts in content amplification
•Design, creation and production specialists
Pilot®: a content piloting tool used by Publicis Consultants that is unique in Europe.
Outbrain: a partnership media tool that recommends brand content to editorial teams in large media agencies.
The Factory detects future events and editorial calendar items that they will highlight and transform into article items that they will highlight and transform into article topics
and rich media.
Once the subjects are determined, it choses the angles and appropriate formats to create content that will impress targeted audiences over a number of weeks.
The programmed content unfolds one great story in time, in substance and in tone.
The Factory oversees production, ensures the quality of content delivered and implements the editorial partnership strategy.
a united editorial teaM
eCosystem analysts
They translate data and user behaviour into information that will strengthen editorial strategy. They transform weak signals on the social web for pertinent stories.
Creative teChnoloGist
Involved in creating narrative concepts, they suggest new technologies. Editors use these ideas for new story-telling features.
multimedia Copywriters
Magicians of words and images, they use their talent to venture off beaten tracks to find an idea that will make the difference – and create a conversation. They are creative, talented and juggle Print with Digital.
editorial Consultants
Specialists in storytelling and content, they guarantee the narrative strategy based on their thorough understanding of their client’s needs and expectations.
Content amplifiCation eXperts
They organise the roll-out of media campaigns on social networks. Experts in micro-segmentation and optimisation techniques, they work to make each content effectively visible.
pilotingthe Content
pilot, a tool for Who?
Pilot is an online tool developed communications professionals. It provides a panoptic view in real time of a company’s communication output on its various channels.
The software also allows information emitters and those responsible for distribution channels to structure content flow and to make daily operations more fluid.
pilot, a tool for What?
Pilot is a centralised editorial calendar that coordinates the targets, content and distribution channels, from digital to print:
To inform each actor of what needs to be done.
To edit content in collaboration,
To follow the validation process,
To organise the content pool,
To optimise production investments.
pilot’s functions
imaGine
Integrate the annual communication plan/“evergreen” topics.
Share with teams.
Bring the best ideas forward.
Imagine content to produce.
proGram
Establish the editorial agenda for content on all channels.
Create and share editorial calendars with colleagues.
Allocate tasks.
pilot’s functions
publish
Manage content production for internal and external teams.
Access a reference library of content published by the company.
Be alerted in an emergency.
pilot’s functions
measure
Aggregate audience and engagement data.
Measure content performance by channel.
Optimise content in consequence.
pilot’s functions
producingthe Content
distil “intelligent” content
The Newsroom pilots intelligent content production and follows 4 requirements:
Respond to needs defined by clients’ communication strategies.
entertain, inform, bring added value.
Design and optimise production to suit every distribution channel.
ensure that content is globally coherent.
selecting the Best talent
The Newsroom works with a network of content specialists specialists that are multichannel, creative and engaging:
The Newsroom also selects the appropriate content providers and editors with the highest editorial standards.
Journalists, editors, creative writers, scriptwriters,
Art directors, illustrators, graphic designers, 3D animation specialists, motion designers,
Photographers, film directors, film producers, Community managers, programmers, SEO and accessibility specialists …
the neWsrooM
services
Bespoke neWsrooM services
strateGy
Editorial audit
Brand history
Content strategy (placement, target, editorial line)
Engagement and management
Storytelling
desiGn
Editorial calendars
Editing for Social media
Subscription to The Lab newsfeed
Content trend spotting
Measuring and analysis
Bespoke neWsrooM services
produCtion
Original and adapted content
Real-time / programmed
All formats
All media
Paid and content amplification
Bespoke neWsrooM services
contacts neWsrooM
matthieu weider Content Director
[email protected] +33 1 44 82 47 42 +33 6 47 57 24 35
marie-sophie Joubert Senior Consultant
[email protected] +33 1 44 82 45 68 +33 6 30 84 54 03
publiCis-Consultants.fr
5 RUE FEyDEAU 75002 PARIS
+33 1 44 82 45 00