building a newsroom inside an agency - brian dichiara

FROM TAGLINES TO PUBLISHING, BUILDING A NEWSROOM INSIDE AN AGENCY

#MakeChange #InfoDevWorld

#MakeChange #InfoDevWorld @POSSIBLE @swigsocial

Mat Szwajkos Associate Director, Content Production @swigsocial

#SIC2014 #MakeChange @POSSIBLE @206andrew @swigsocial

35+ Zbar

Meetings

15 DATA VENDORS REVIEWED

13 Meetings with Publishers

9 STAFF

INTERVIEWS

750 CUPS OF COFFEE

5 SPEAKING ENGAGEMENTS

8Displays for Data Monitoring

58,650 AIRLINE MILES

A SAMPLE OF THE CURRENT CLIENTS WE ARE DOING THIS WORK FOR


STAFF INTERVIEWS

HOW DID WE GET STARTED?

WHY A NEWSROOM INSIDE AN AGENCY?

WHAT CHALLENGES COME WITH THAT?

WHERE ARE WE GOING NEXT?


STAFF INTERVIEWS To make sure we covered the thoughts and opinions of our staff, we interviewed nine different team members on content and the “Newsroom.”


WHY A NEWSROOM INSIDE AN AGENCY? We must continue to tell great stories. Taglines and spots are not enough.


WE ALL CALL IT SOMETHING DIFFERENT Content marketing, brand journalism, real-time content. We all have different definitions and different terms that we are using.


Talking about the same terms, the same definitions and understanding

strategies is paramount to success.


WE NEED TO CONTINUE TO HELP BRANDS TELL STORIES We must build multiple content streams that ladder up to the strategy and publish on a regular cadence to drive consistent engagement.


Storytelling is hard. It can’t be a one-way conversation. It needs to be planned with a clear POV on

how it fits into the all-up strategy.


WE MUST BE PREPARED TO HAVE REAL-TIME DATA INFORM CONTENT DEVELOPMENT We are always looking at how content is performing but we need to add the layer of who is viewing it, when they are viewing it and on what channels.


The payoff of branded content is not always immediate. We need to best understand all

of the metrics and then quantify and monetize the value of content.


WE NEED TO THINK LIKE PUBLISHERS AND APPLY A “NEWSROOM” MENTALITY The demand for heavy content production is pushing us to be more agile and efficient. But also focusing strategies on what topics and conversations brands should be publishing.


A Newsroom can support a more rapid content development need. But a Newsroom approach to content can change approaches, strategies

and the ultimate outcome for brands.


WHAT ARE THE BIGGEST CHALLENGES? Hiring, process change and client demands have all been factors.


COMPETITION IS EVERYWHERE Agencies aren’t just competing against each other anymore, they are also competing against their clients and other brands.


Brands and agencies are competing with each other in a world where content is being created

faster than the demand for consuming it.


MAKING THE RIGHT HIRES Hiring needs to not only support the current work but be able to quickly adapt to new offerings and strategies.


The evolution to publishing and building a Newsroom into an agency requires dedicated resources with various skills and experiences.


CHANGING THE PROCESS WITHOUT TOO MUCH PAIN No one likes to change or optimize the process if they don’t have to. Talking to staff and understanding those pain points are critical.


The demand for increased content production has challenged the traditional creative process

and forced us to look at it differently.


IT IS HARD FOR BRANDS TO KEEP UP WITH THE INDUSTRY DEMANDS AND SPEED It is our job to not only craft the right story or strategy but to also inform brands of the challenging demands of supporting and approving rapid content production.


Knowing our challenges, we had to start somewhere to talk about this Newsroom Approach.


WHERE DID WE START? Start with a conversation, not a demand for change.


DISCUSS AND EVANGELIZE Start with meaningful conversations with your colleagues to build a rapport within the office. Stand for something and begin to build that internally.


BRING PEOPLE INTO THE FOLD Bring people into the fold, as early as possible, start to bring people into the movement and discuss their POV to evaluate potential change.


EXPERIMENT PROCESS CHANGE Don’t expect broad sweeping changes. Find what you want to fix and experiment that change with different members of your team.


IDENTIFY THOUGHT LEADERSHIP OPPORTUNITIES Find opportunities inside and outside of the office to speak about the movement and why change can be a good thing for everyone involved.


WHERE DO WE GO FROM HERE? Continued improvement and change but build it together.


DEMONSTRATE INTERNAL SUCCESS THROUGH SMALL WINS Change is hard. Be okay with showcasing the small wins, both internally with staff and the clients you are working with.


PROMOTE COLLABORATION ACROSS TEAMS No one person or team makes great content on their own. Making this shift must be advocated for and lead by all teams involved in the process.


CONTINUE TO EVOLVE INTO A PUBLISHER MENTALITY If we are to create content at a rapid pace, we must continue to adapt to think like publishers.


APPLY “NEWSROOM” APPROACH TO OTHER ACCOUNTS Showcasing the success of other accounts, start to implement this new movement with other accounts.


DON’T LOSE YOUR PERSONALITY IN THE PROCESS An offering can be added or changed, but the culture and personality of your organization should stay the same.


STAFF INTERVIEWS






•  We all call it something different •  We need to be better storytellers •  We need to continue to use data to inform our strategies •  We need to think like publishers

STAFF INTERVIEWS






•  Competition is everywhere •  Making the right hires •  Changing the process without too much pain •  Helping brands understand the industry demands

STAFF INTERVIEWS






•  Start with a conversation •  Discuss & Evangelize •  Bring people into the fold early/often •  Experiment process change •  Identify thought leadership opportunities

STAFF INTERVIEWS






•  Demonstrate success in small wins •  Promote collaboration across teams •  Continue to think like a publisher •  Apply this process to other accounts •  Don’t lose your personality in the process

STAFF INTERVIEWS






Ashley Ball Sho Ito


building a newsroom inside an agency - brian dichiara

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