ED19 Presentation: Christoph Moss - How the Newsroom enables loyalty
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This document discusses how a newsroom approach can enable loyalty through effective communication. It notes that the communication landscape has dramatically changed, with many channels and messages. A newsroom centralizes topic management across channels to ensure one consistent voice. An important part of loyalty is interaction, so the media manager's role is becoming a social listener - actively monitoring discussions, asking for feedback, and engaging where stakeholders are. A newsroom approach sees communication as an ongoing dialogue through listening, processing information, and ensuring the organization's positions are heard.
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ED19 Presentation: Christoph Moss - How the Newsroom enables loyalty
- 1. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 1 How the Newsroom enables Loyalty Prof. Dr. Christoph Moss
- 2. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 2 #newsroom #storytelling #contentmarketing Source: Fotolia.com
- 3. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 3 Die richtige Tonality We have lots of ideas. Source: Fotolia.com
- 4. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 4 We love details... Source: fr.de
- 5. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 5 1.1. Rahmenbedingungen Reputation: Der gute Ruf Hill & Knowlton / MORI: Return on Reputation, 2006, (n=282 Analysts) …and build bridges. Source: Fotolia.com
- 6. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 6 Instagram,Blogs, Facebook, YouTube, LinkedIn, Google, Twitter Online dominates everyday life Journalism is losing its analytical autonomy Topic management becomes a crucial success factor Communication habits change Information overload Content is redundant Many senders. Many recipients In this dynamic environment we have to assure loyalty. Dramatic movements in the communication market
- 7. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 7 Dramatic movements in the communication market Source: https://www.businessinsider.com.au/henry-blodget-14-things-youll-want-to-know- about-the-future-of-media-ignition-2017-2017-11
- 8. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 8 Dramatic movements in the communication market Source: marketingcharts/Zenith https://www.marketingcharts.com/industries/media-and-entertainment-83605
- 9. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 9 Dramatic movements in the communication market Source: Reuters Digital News Report 2018 http://media.digitalnewsreport.org/wp-content/uploads/2018/06/digital-news-report-2018.pdf
- 10. Newsroom and Loyalty Users want to read stories Source: GlobalWebIndex Q3 2016; https://www.demandmetric.com/content/content- marketing-infographic
- 11. mediamoss® Newsroom is a question of mindset.
- 12. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 12 § Do we actually steer communication? § Do we have a one voice policy? § Can we communicate all relevant topics through all reasonable media to every desired target group? § Do we think in topics or do we think in channels? § Can we communicate 24/7? Rethinking communication: Where we come from
- 13. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 13 § Less is more: We devote our slender resources reasonable through every channel. § We are known as a qualified partner, in public. § We communicate actively. § We see communication as a dynamic process of change. Rethinking communication: What we gain
- 14. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 14 channel 1 A great many of messages. They are sent through different channels to different target groups. channel 2 channel 3 How we work today
- 15. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 15 … and what we want to achieve. Topic management Set topics and steer communication. Transparency Open dialogue, efficient processes. One Voice Speak with one voice. Integration Communication beyond all media channels. Source: Christoph Moss: Der Newsroom in der Unternehmenskommunikation
- 16. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 16 The Newsroom Idea
- 17. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 17
- 18. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 18 Deutsche Telekom Source: cpwissen.de
- 19. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 19 Siemens Source: Mediamoss
- 20. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 20 GDV Source: GDV/www.mediamossblog.com
- 21. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 21 Datev
- 22. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 22Source: Christoph Moss: Der Newsroom in der Unternehmenskommunikation
- 23. mediamoss® Loyalty: Media Manager becomes a Social Listener.
- 24. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 24 § Engagement requires dialogue and interaction. § Analytics is all about analyzing the engagement of our users. § What is our engagement rate? § Are we inviting our stakeholders to enter into a dialogue? § Are we really listening to them? Media Manager becomes a Social Listener
- 25. Newsroom and LoyaltyNewsroom and Loyalty Dialogue: The process of listening and interacting • Map Stakeholders • Update criteria • Identify new topics • Find topics • Analyse sentiment • Identify players • Storytelling • Make statements • Share positions Listen Process information Be heard
- 26. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 26 § Dialogue and interaction: Surf the agenda and enter the conversation § Take dialogue partners seriously: Ask for and use feedback § Community management: Listen to what your users say § Dialogue and Targeting: Search for spots where discourses take place § Monitoring: Look out for topics (e.g. via hashtags) Consistent interaction is a USP
- 27. Newsroom and LoyaltyNewsroom and Loyalty Dialogue: major principles Don‘t declare Listen and engage Act like a person Go where your stakeholders are
- 28. Newsroom and LoyaltyNewsroom and Loyalty Prof. Dr. Christoph Moss 28 Mediamoss GmbH Newsroom Agency Hörder Burgstraße 18 D-44263 Dortmund/Germany Stuttgart Office Neckarstraße 4 D-70806 Kornwestheim/Germany www.mediamoss.com newsroom@mediamoss.com