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Newsroom 3.0
July 2012
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Newsroom 3.0
• Who? Any organisation seeking to engage customers,
stakeholders and the public effectively in the digital age.
• What? The vision, tools, process and support to turn any
company into a media company fit to communicate in the
always-on, social, digital environment.
• Why? To ensure your story is told across all media in a
coherent, open, responsive way. To influence conversations
and deeply engage customers, stakeholders and staff.
• When? Always on, 24/7
• Where? On your own managed Content Hub and via
social digital channels.
• How? Through the digital distribution of news releases,
speeches, presentations, research, white papers, to media,
public, customers, stakeholders and employees - when and
how they choose - with feedback loops to gather market
insight and intelligence.
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Who?
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Every Company is a Media Company
Every Company is a Media Company in the digital
world.
The shift in communications provides new
opportunities and responsibilities for all
organizations.
Being a modern, engaged, open “media company”
means being a social, networked, nimble business,
building community, putting audiences at the heart of
your communications.
It means producing and distributing relevant content
and using it to build relationships as an asset.
Done well, communications is no longer a cost, but
generates revenue.
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What?
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Newsroom 3.0
• Editorial Strategy that showcases
expertise and value, maximises engagement,
leverages content and stories across all media.
• Content Planning for a managed
process for developing, creating, aggregating,
distributing and promoting core content,
regularly, in line with strategy. Improving
storytelling, influencing conversations.
• Social Optimization improving the
accessibility, find-ability and share-ability of
content in ways that suit clients and stakeholders,
maximizing reach and providing a simple user
experience.
• Community building for
prospective and current clients, stakeholders and
employees allowing sharing and co-creation of
insights; Collecting, organizing and sharing
knowledge and feedback , building an informed
network of advocates.
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Newsroom 3.0
• Digital content hub: a home for all
your information, easily accessed, clearly organized
for media, clients, stakeholders and staff
• Content: high quality, regularly refreshed,
findable, shareable, contextual
• Social functionality: digitally
distributed through social channels to reach
communities interested in our issues and business
• Audience focused: adopt a publisher
mindset to put interests of audience first
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Why?
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Success means taking a holistic
approach
OWNED MEDIA SOCIAL MEDIA
.COM SOCIAL NETWORKS
MICROSITES MICROBLOGS
MOBILE APPS Owned
• Search Social PHOTO- & VIDEO-
BLOG Media & Media SHARING PLATFORMS
& Content
Content Search
&
Content
HYBRID MEDIA TRADITIONAL MEDIA
ONLINE-ONLY CONTENT Hybrid Traditional MAINSTREAM NEWS &
SITES CONTENT SITES
Media Media
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Future State: Audience-Centric Editorial
360 approach to content distribution and audience engagement
Owned Social
Media Media
Search
Hybrid Traditional
Media Media
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Visuals and Search
Blogs
Maps
60% News
Books
Shopping
40%
Images
Video
20%
(SearchMetrics)
0%
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Elements of a Social Business
• Engaged – connecting people to expertise, creating informed networks
• Transparent – removing unnecessary barriers between the company and
the market
• Nimble – working and engaging in real-time
• Shifting focus from documents or plans to people...
– Networks – integrating employees partners and customers
– Collaborations – connecting remote teams, improve decision making and
problem solving
– Mobility – staying connected whenever and wherever they choose
– Integration – bringing social collaboration into the applications people use to
do their work
See IBM: The Social Business – Advent of a
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new age

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Digital can support every element of
brand transformation
One-of-Crowd Leading and agenda-setting
Transactions Relationships
Silos Leveraging the whole
Reactive Proactive
One way communication Dialogue and co-creation
Cost center Value creation
Company focused Audience focused
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When?

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24/7

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Where?

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Owned site characteristics and virtues
• Brand/corporate websites, mobile apps
• “Every company is a media company”
• Media assets that are 100% owned by
company/brand
• Can have strong SEO
• Need to attract an audience
• 100% control of content and experience

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Harnessing the power of networks
Global Usage and adoption 18

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Reaching audience how they choose
• Leverage the cloverleaf. Need to use all types of media to reach
customers and stakeholders.
• Research audience behavior. Use the channels the target
audience uses...rather than the ones that may have simply been used for
years.
• Involve your audience. A strategic and editorially-led approach
should be informed by insights from audiences and key stakeholders.
– Audiences can and should be, when possible, encouraged to become involved
in defining and contributing to content production efforts, from ideation to
distribution.
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How?
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Every Company is a Media Company
PUTTING NEWSROOM 3.0 INTO PRACTICE
Elegant and organized information structure. The
design and presentation of content, featuring original images, video and social
connectivity, to demonstrate creativity and intelligence.
High-quality content. Featured blog posts, case studies, video
interviews, research reports, conversations, guest contributions, and must-
reads.
- Users access content through global navigation, tags/categories, and
search
- Content on all pages will be curated and cross-referenced.
- All editorial content is open for comments, shareable.
Editorial process and policies. Formal process for creation,
aggregation, distribution, promotion and engagement around content served
on Newsroom 3.0 and designated social channels.
- Connect internal and external editorial activities.
- Update and re-issue brand/style/process guidebooks.
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Every Company as a Media Company
KEY FEATURES AND FUNCTIONALITY
Centralized editorial workflow: All content can be
monitored, reviewed, updated, scheduled, measured and
organized from one set of dashboards.
• Universal taxonomy: Organization of expertise and content
will apply to Newsroom 3.0, as well as internal systems
• Measurement, social analytics, reporting: Dashboards
will feature site and content performance as well as social integration
and relevance.
• Single point of contact: New business, media and other
inquiries will be collected via a form and managed through a global
communications platform.
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Case studies
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‘Best-in-Class’ Newsroom examples
Keys to accessible, information-rich newsrooms
• Integrated content (social media, evergreen stories)
• Strong search, news subscription & content filtering
• Resources for stronger relationship-building and persuasive storytelling
Embedded social
functionality
Related assets, blog posts & Rotator panel of latest news
recent coverage
Deep Search
Prominent display of Visible multimedia bank functionality
Newsroom’ on home page with enhanced functionality
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Newsroom case study: Nissan
Email alerts
Social Media integration
News and Video
Gallery
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Newsroom Case Study: Streamlined
http://newsroom.accenture.com
• Basic and Advanced search
options (date range and tags)
• News Releases “View By”
options
• My Newsdesk Feature box
• Prominent RSS subscribe
prompt
• Archives tab separate access
to historical content
NOTE: American Business Awards – Stevie Award for ‘Best Online Press Room’ 2010
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Newsroom Case Study: Content led
http://news.adidas.com
• Main page features multiple news headlines with
multimedia assets available to view
• Packaged news and content for easy access
• Prominent social media streams updating
• Multi-country page integration; single landing URL
• Featured “Blog Roll” to more content sources 27

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Newsroom Case Study: Integrated
www.ericsson.com/thecompany/press
• Prominent display of news headlines and newsroom
URL on company home page
• Clean layout with key multimedia assets
prominently featured front and center with scrolling
access tool
• News Center off to side, with corporate facts (i.e.
Facts and Figures) readily accessible
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Newsroom Case Study: Optimized
http://press.nokia.com
• Press tab prominent on company home page
• Scrolling “Featured” bar spotlighting six
stories/announcements on Press page
• Prominent display of media bank, including
broadcast quality video
• Easy view of various assets available for
products and services
• Media Library – Quick navigation and
organized for quick access
• Nokia Conversations – Official Blog
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NOTE: The Bees Award (Social Media Marketing) for ‘Best Use of Media Press Room’ 2010

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TEXT, AUDIO EVENTS &
& VIDEO CONVERSATIONS
Newsroom
ORIGINAL PHOTOS
3.0 RESEARCH &
& INFOGRAPHICS WHITE PAPERS
Approach
to Content MUST-READS &
COMMENTARY &
GUEST
CONVERSATION
CONTRIBUTIONS
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