Más contenido relacionado Similar a MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroom at Percolate's #SPEAKEASY #CMAD event (20) MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroom at Percolate's #SPEAKEASY #CMAD event1. January 28, 2013
Evolution of the Corporate Newsroom
Jennifer Stalzer, VP Social/Digital Communications
MasterCard Worldwide
@MasterCardNews
©2012 MasterCard.
Proprietary and Confidential
2. MasterCard’s Journey: So Much Has
Changed
2010 Resource 2013 Community
©2012 MasterCard.
Proprietary and Confidential Page 2
3. Corporate Newsroom a Community
#DidUKnow?
• Over 50% of people learn about
breaking news via social media vs
traditional media
• 46% of people get news online at
least 3 times a week
• 99% of reporters start a news story
by a Google search
• Press release wire distribution back
in vogue
Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside ©2012 MasterCard.
Strategies for Skyrocketing Your Content to Page One Proprietary and Confidential Page 3
4. The MasterCard Conversation Suite
Content Experience Community
Ø Integrated Social
Channels
Ø Consistent Content
Creation & Curation
Ø Change: Keep it
Fresh
©2012 MasterCard.
Proprietary and Confidential Page 4
7. How to BE AWESOME
©2012 MasterCard.
Proprietary and Confidential Page 7
9. Content Creation: Never One ‘n Done
December 19, 2012 January 25, 2013
©2012 MasterCard.
Proprietary and Confidential Page 9
10. What Else?
©2012 MasterCard.
Proprietary and Confidential Page 10
11. #1: Content Creation is about Experience
What Makes for a Complete Digital Story?
● Words ●Images ● Graphics ● Video ● Links
More Visuals = More Views
• Add graphic to a press release get 14%
more views
• 20% more w/video
• 48% more w/image and video
• 78%+ more w/image, video, infographic…
Stats taken from Nov 2012 Bulldog Reporter Session: Advanced SEO for PR Boot Camp: Inside Strategies for Skyrocketing
Your Content to Page One
©2012 MasterCard.
Proprietary and Confidential Page 11
13. #2: Integrate Content with Code:
Communications and IT Unite
Great Content Goes MIA w/out SEO
SEO, Social Signaling is KEY!!
Ø SEO is integral to content creation and key to
content surfacing
●Key Words ●Tagging ●File Names ●Character limits
Ø Social Signaling or Engagement Strategy
Key
● Linkbacks ● On-Domain and Off -Domain content
QUESTION:
Does YOUR content surface against the right topics?...
©2012 MasterCard.
Proprietary and Confidential Page 13
14. The Google Test: “Cashless”
Cashless Conversations Blog
#2 in organic search!
©2012 MasterCard.
Proprietary and Confidential Page 14
15. TAKEAWAYS
Content Experience Community
Ø Integrate Social Channels/Create the Hub
Ø Consistent Content Creation & Curation Strategy that
Delivers EXPERIENCE
Ø Keep Content FRESH with right mix of Stock & Flow
Ø Crossroad of Content & Code: SEO/Social Signaling
Strategy
Ø Track ‘n Measure: Understand the Metrics
(Unique Monthly Visits; Pages Views; Engagements; Followers)
©2012 MasterCard.
Proprietary and Confidential Page 15