Live Brand Journalism

Transcription

1 Live Brand Journalism

2 CONTENTS Summary Brand Journalism Social Reporters Case History - Campus Party Italy 2017 Case History - Seeds and Chips 2017 Partners

3 I M ILARIO VALLIFUOCO Graduated in Digital Marketing and Management at IULM University in Milan. I developed my career on Social Network Analysis studies and Netnography as anthropological approach for digital strategies. Three years ago I founded the Blog Le Ricette dello Studente. I have been Digital Marketing Consultant for Bewe and ROIALTY. Now I am Project Manager of : the first community of reporters specialized to tell the event in real time on social media!

4 SUMMARY The changing media environment and advancements in digital technology have transformed the communications industry, giving rise to brand journalism. This modern approach to marketing and public relations allows communicators to tell their story and engage their target audience like never before.

5 BRAND JOURNALISM

6 Brand Journalism has become an integral part of the global information system Brand Journalism is a type of communication that focus on a brand. The aim is to inform the readers about the brand history and values using tools and rules typically owned by mass media professionals. The Brand Journalist is a communication expert who is able to give a concrete answer to new company needs Brand Journalism has a leading informative role because it forces companies to share their culture, mission and vision in and thus to build their role in the community. Storytelling is a new way to rethink marketing. It has the capacity to attract customers leveraging emotions and personal interests

7 I know what you re probably thinking -- THE QUESTION marketing and journalism in the same sentence? The truth is that while having training in journalism helps, becoming a true brand journalist involves much more than the ability to tell a story in journalistic style. Successful brand journalists have the skills to meet marketing goals by using journalistic principles in a strategic way. Marketing and journalism have traditionally been at opposite ends of the communications spectrum. Throughout history there s been a sense of underlying tension between journalists and marketers. In modern day communications, however, that relationship is changing. The brand journalism buzz has also caused communications executives to evaluate their team s skills to succeed in this new media environment. Many corporate communicators believe that employing a former journalist is the magic formula to practicing successful brand journalism.

8 BRAND JOURNALISM Brand journalism focuses on your target audience s needs and interests instead of your brand s objectives. Brand journalism should not be highly branded. Save the heavy branding for your commercial or brochure. Brand journalism is telling your story without selling your brand. It pushes expertise over brand objectives through storytelling that is designed to give the audience the information they want.

9 HOW TO BE A BRAND JOURNALIST 1. Be a Skilled Storyteller A brand journalist must be a strategic storyteller with a full understanding of how to write and create compelling stories for a target audience using a variety of multimedia tools 2. Understand news value as applied to a brand A brand journalist seamlessly combines journalistic principles with elements of strategic communications. They understand when a story is right for brand journalism and also recognize when a topic is too commercial. 3. Know how to find stories A brand journalist understands the tenacity and relationshipbuilding efforts associated with uncovering compelling story topics within a brand. 4. Be strategic 5. Report with integrity A brand journalist uses research, timeliness and a focused awareness of the world around them to suggest strategy for brand journalism content and campaigns. A brand journalist creates stories that are factual, wellresearched, timely and compelling. 6. Embrace transparency A brand journalist recognizes the value of being a journalist embedded inside a brand and is transparent about their brand relationship.

10 THE PROJECT

11 Social Reporters is the first community of reporters specialized in the production of real time event contents on social media. Social Reporters offers a brand journalism service which provides brand with a new way to engage customers and increase awareness more rapidly and efficiently than the traditional forms of online advertising.

12 WHY SOCIAL REPORTERS? Are you organizing an event? Is your brand a partner of an event? Hire the Social Reporters team and share your brand values thanks to Brand Journalism expertise. Set up your editorial team and give voice to your brand sharing authentic experiences and reporting in real time your event. Create and share contents through social media in real time.

13 THE COMMUNITY

14 350 COMPLETED EVENTS 650 SOCIAL REPORTERS USERS

15 STEPS AND EVENT CONFIGURATION

16 RECRUITING REPORTERS Brands can search for the most qualified reporters inside the community depending on the following criteria: AREA OF INTEREST EXPERIENCE LEVELS SOCIAL SKILLS

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18 The pre-event assessment includes the study of:

19 The reporters selection includes role allocation for the creation of a multilevel editorial team consisting of:

20 The team create a brief based on a live oriented editorial plan that includes the following steps: SOCIAL MEDIA CHANNEL CHOICE POSTING FREQUENCY HASHTAG DEFINITION CONTENT DEFINITION

21 The go-live phase consists in creating and sharing real time contents on social media INSTAGRAM STORIES PHOTOGRAPHIC STORYTELLNG VIDEO INTERVIEWS FACEBOOK LIVE LIVE TWEETING

22 Buzzers interact with Social Reporters contents through likes, share, replies, retweets and reposts. The main role of a buzzer is to share and spread contents but he/she can also enrich the narrative frame with comments, answers and observations.

23 Event and KPI reports can be generated to analyze the Twitter audience focusing on IMPRESSION RECEIVED RETWEETS TOP ACTIVE USERS TOP MENTIONED USERS TOP INFLUENCER TOP HASHTAG

24 Using reports data we can create custom graphic templates and share them during the event. GRAPHICS

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26 BRAND REPORTERS FOR CAMPUS PARTY

27 BRAND REPORTERS FOR CAMPUS PARTY

28 SOCIAL REPORTERS FOR SEEDS & CHIPS

29 SOCIAL REPORTERS FOR SEEDS & CHIPS

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31 Live Brand Journalism Ilario Vallifuoco Project Manager JSGSRYY48WJkkT91BL6g