Keeping audiences engaged helps to overcome digital fragmentation and helps you tell a story over a longer period of time.
Belinda Alzner 10/30/2013 4:16:42 PM
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Belinda Alzner 10/30/2013 4:17:34 PM
Doing this is what drives an immersive experience. And by doing this, you're able to provide the participation that the audience is looking for in order to captivate and keep them with your brand, on your site, and in the story you're trying to tell.
Belinda Alzner 10/30/2013 4:18:14 PM
And on to the fifth rule...
Belinda Alzner 10/30/2013 4:19:35 PM
Belinda Alzner 10/30/2013 4:19:47 PM
Belinda Alzner 10/30/2013 4:19:59 PM
Belinda Alzner 10/30/2013 4:20:23 PM
ScribbleLive is always quite involved with telling Apple's story during launches. During the 5S launch, we broke records for the number of people concurrently watching content provided using our platform.
Belinda Alzner 10/30/2013 4:21:11 PM
CNET and FastCompany used ScribbleLive because it gave them ability to connect with their respective audiences and connect with other brands around the world using our Scribble Market. They were able to amplify the message that they had, as well as their respective brands.
Belinda Alzner 10/30/2013 4:22:23 PM
Another example is the Boston marathon bombings, of course.
Belinda Alzner 10/30/2013 4:22:39 PM
The marathon bombings was something that started as a normal sporting event. Then the bombs went off, and everything changed.
There was so much information coming out in a matter of minutes and Boston.com journalists did a fantastic job of reaching out to social, verifying, and updating in real time. As the story progressed over the course of a few days, the story changed -- from a sporting event to a manhunt, to a shootout, to a capture.
Belinda Alzner 10/30/2013 4:24:11 PM
All five of these rules of real-time engagement were in effect during the Boston marathon bombings.
Belinda Alzner 10/30/2013 4:24:36 PM
And that wraps Michael's presentation. On to questions!
Belinda Alzner 10/30/2013 4:24:48 PM
First question: The media is in the business of storytelling, but this is a new space for many brands. What do you suggest for brands to get started as storytellers? How do they ramp up to do this in real time?
Belinda Alzner 10/30/2013 4:25:32 PM
Michael: I'm sure everyone has heard the idea that brands are becoming media companies. Whether they know it or not, brands are already in the real-time space--they're on social media and they're trying to be proactive and reactive to the conversations going on online.
Belinda Alzner 10/30/2013 4:26:08 PM
What I would say to a brand: Start small and work on the things that are exceptionally obvious to this medium.
Brands go to events, they sponsor events, etc. When an event is taking place, there's a lot of content being produced. But often, all of that great content isn't being captured. Events are a great opportunity to capture this content and present it on your website and add context to it.
Belinda Alzner 10/30/2013 4:27:32 PM
Another example of where brands can start is investor relations. If you're public, you're required to present your earnings results. These are perfect opportunities to use a medium such as this.
Belinda Alzner 10/30/2013 4:28:04 PM
Back up. Look at what you're doing today, start small and find things that are easily translatable to real time.
Also, make sure you take a look at the Scribble Market -- our content producers make content that is available for syndication.
Belinda Alzner 10/30/2013 4:29:16 PM
Next Q: How can brands in less-exciting industries create engaging real-time content? And how to they get this to audiences?
Belinda Alzner 10/30/2013 4:29:40 PM
Michael: Every brand has an audience. Capture what's happening in whatever ecosystem you're in and bring it back on your site, share it with communities that are relevant to your industry. (He's using a boat manufacturer example here -- target boating blogs, or recreational sites.)
The audiences are out there, but you need to create content that is engaging to them.
Belinda Alzner 10/30/2013 4:30:52 PM
Remember: the stories don't have to be about your brand. They can be about things that interest the audience that your brand is into. (Example: Boat manufacturer could produce content around the pleasure of boating.)
Belinda Alzner 10/30/2013 4:31:33 PM
Next question from the audience:
Hi Michael, what are you're experiences about your own metric "engagement minutes". Is it accepted/understood by your customers and their ad-partners? As far as i understand this metric, it should establish some kind of new currency that underlines the higher user-engagement in comparison to regular articles/PI&Visits.
Bests from Germany
Arneflying_ahat 11:47 AM
Belinda Alzner 10/30/2013 4:31:49 PM
First, some background. Two years ago, ScribbleLive switched its billing from bandwidth to engagement minutes.
Bandwidth wasn't speaking to what we were trying to do, because bandwidth was dependent on the content being produced (i.e. photos and video take more).
Belinda Alzner 10/30/2013 4:32:37 PM
The idea of pageviews also didn't really apply -- after all, you're just sitting on the same page for an extended amount of time.
We needed a metric to show our clients what their audience was doing, and we settled on engagement minutes (also known as time spent).
Belinda Alzner 10/30/2013 4:33:21 PM
There is still a disconnect on the advertising side, but it's moving toward this idea of time spent. Even Nielsen, etc. are trying to figure out how to measure how long eyeballs are watching something. We do provide other metrics as well, including uniques, pageviews, the source of these, etc. To learn more about the types of metrics Scribble provides, check out this article.
Belinda Alzner 10/30/2013 4:34:57 PM
Next question: What are some of your favourite examples of brands using content to interact with their respective audiences in real time?
Belinda Alzner 10/30/2013 4:35:17 PM
Michael: Shell did an event around the environment ("Shell and the environment are like water and oil. I know.") But if you leave it up to social media, people are going to hijack the hashtag and take it over. Say what you will about Shell, they wanted to have a conversation around this.
They used ScribbleLive to tell the story they wanted to tell, engage the audience in real time as well as reach out to social when they felt it appropriate to add context to the story they were trying to tell.
Belinda Alzner 10/30/2013 4:36:45 PM
Another example around financial institutions. We have some examples of financial institutions using ScribbleLive for real-time hiring practices.
Belinda Alzner 10/30/2013 4:38:42 PM
Q: What do these examples have in common?
Belinda Alzner 10/30/2013 4:38:58 PM
Michael: all of these great examples have in common that they follow these five rules. They have a narrative and they're providing a conversation about something relevant at that time.
Belinda Alzner 10/30/2013 4:39:38 PM
Question: Often, real-time is seen as adding another thing to someone's plate instead of further simplifying it. What do you say to that?
Belinda Alzner 10/30/2013 4:40:30 PM
Michael: If you have a website where the content isn't always moving, you're probably not in the right spot.
If you look at a news site now and an hour from now, it would be vastly different. That's how news organizations engage their audiences.
But if you look at a brand's site today and a week from now, they'd probably be the same. But at the same time, you probably do have always-on elements. What we're saying is that you should be taking the next step and engaging your audience in real time, and having a live element to your site. If you're a sports brand, why aren't you presenting sports scores to your audience? Or information about the athletes that you're sponsoring.
Belinda Alzner 10/30/2013 4:42:50 PM
There are conversations going on around your brand. The idea is to capture that.
Belinda Alzner 10/30/2013 4:43:02 PM
Next question from Miles: You talked about the peaks and the valleys in always-on content. That's really interesting to me. What types of content make for the most valuable valleys for an audience?
Belinda Alzner 10/30/2013 4:44:26 PM
You can have any sort of conversation. The story and the types of content depend on what's most important to the brand.
Belinda Alzner 10/30/2013 4:44:54 PM
Let's look at something a brand like Ford could do. They have dealerships all over the country. There are so many stories that happen on those lots--the family who drives away in their minivan with their kids, or the 21-year-old who just bought his first car. These stories aren't being told right now, but they're constantly happening in the Ford community.
Then, when the auto show is on in Detroit, they go and cover it not as Ford, but almost as journalists in content marketing, providing full coverage of the event.
Belinda Alzner 10/30/2013 4:46:47 PM
This leads into our next question fairly well. Miles just asked a question that brought us back to media organizations for a second. The journalists who work for them and who use ScribbleLive every day to tell real-time stories obviously understand this idea of real time and always-on. But these organizations are also massive brands. How can they tell the overarching story of the brand as well?
Belinda Alzner 10/30/2013 4:47:51 PM
Michael: You probably have a favourite news site. You may flit away to Twitter or another site, but you probably have one or two that you always come back to.
But media organizations can amplify their own brands using our Scribble Market syndication marketplace.
Belinda Alzner 10/30/2013 4:49:03 PM
Example, once again: Boston.com's coverage of the Boston marathon. They could have very easily kept that story on their own site, but they placed it into the Scribble Market and dozens of media properties around the world picked it up and hosted Boston.com's content on their sites.
This is one way that media brands can use our technology to go beyond their own site.
Belinda Alzner 10/30/2013 4:50:03 PM
Another thing media brands could do (though, Michael says, he isn't sure they'd be into this...) is let them branch out from their organization. News organizations could let their writers do what they love -- for example, someone going and covering a music festival. This music festival content could end up on their organization's site, or it could not. But at the end of the day, the writer would still be seen as a member of that brand's organization, thereby expanding their reach.
Belinda Alzner 10/30/2013 4:51:43 PM
I think we're starting to wrap things up here. Miles just asked: Do you have any tips on promoting our first event and getting as much attention as possible?
Belinda Alzner 10/30/2013 4:52:15 PM
Michael gives a slight shameless plug of the services ScribbleLive offers (training, customer success managers, etc.)
But even beyond ScribbleLive, success won't happen overnight necessarily. What you have to do is get your audience used to the idea of always-on; Used to the idea that your audience will get new information each time they come to your site--that they won't be coming to a static, unchanging environment.
Belinda Alzner 10/30/2013 4:53:36 PM
Audiences have to know you're there to engage them not only as a selling exercise, but with content that is relevant to their daily content consumption exercises.
Belinda Alzner 10/30/2013 4:54:12 PM
And the floor is open for Michael for some closing remarks.
Belinda Alzner 10/30/2013 4:54:32 PM