Live chat con il CEO di ScribbleLive, Michael De Monte
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Live chat con il CEO di ScribbleLive, Michael De Monte

Una discussione video con il capoccia di ScribbleLive, Michael De Monte, sulle cinque regole dell'engagement, e su come i brands possano sfruttare lo story-telling in tempo reale per creare nuove opportunità di "bisness".La chat sarà ovviamente in inglese!

  • E' possibile inviare le vostre domande dal bottone 'commenta' qui in basso: raggiungeranno direttamente De Monte, il quale vi risponderà in tempo reale. Ovviamente.
    lillo 10/30/2013 2:47:21 PM
  • Good morning, everyone! Our chat on the rules of real-time engagement will be getting underway at noon ET today. Let me introduce you to ScribbleLive's CEO and cofounder, Michael De Monte.
    Belinda Alzner 10/30/2013 1:38:40 PM

  • Michael De Monte

    Chief Executive Officer at ScribbleLive
    by Belinda Alzner

    Michael De Monte started in the new media business in 1983 just before Apple revolutionized the world of publishing with the introduction of the Apple Macintosh. He remembered buying his first 128K Mac (that’s kilobytes by the way, not megabytes) and thinking – this will change everything.

    Since that day Michael has been a part of every major publishing revolution. The end of typesetting with digital page layouts, CD-ROM’s as the new medium for big data, desktop video and the studio in your lap, the internet and the dawn of community, and today the age of social.

    In 2008 while working at the largest media company in Canada and overseeing over a dozen Content Management Systems, Michael witnessed barriers that impeded the newsroom and content creators, and envisioned a product that would encourage real-time collaborative storytelling. That year, he, and cofounder, Jonathan Keebler, started ScribbleLive.

    A thought-leader in the digital media industry, Michael is a frequent speaker on many topics including content marketing, real-time storytelling, and the second screen. Michael has spoken at several popular events including OTT Con, The Inbound Marketing Summit, CMO Exchange, and DX3.

    Belinda Alzner 10/30/2013 1:38:53 PM
  • This chat will include a live streaming video presentation and Q&A session with Michael, so be sure to enter your email address above to receive a reminder when this event goes live. 
    Belinda Alzner 10/30/2013 1:40:33 PM
  • We're getting underway in just a few minutes, folks. Hang tight!
    Belinda Alzner 10/30/2013 4:01:32 PM
  • Hey everyone! Welcome to today's Scribble Chat on the five-rules of real-time engagement with ScribbleLive CEO and cofounder Michael De Monte.
    Belinda Alzner 10/30/2013 4:06:05 PM
  • Miles Kenyon is introducing Michael.
    Belinda Alzner 10/30/2013 4:06:25 PM
  • And here's Michael, giving some background on ScribbleLive
    Belinda Alzner 10/30/2013 4:07:13 PM
  • About five years ago, we started to see an onslaught of social media, and a changing idea of storytelling. The idea of needing a full article to tell a story was starting to break down a little bit. People were starting to consume things in pieces--a photo here, a block of text there.
    Belinda Alzner 10/30/2013 4:08:01 PM
  • Twitter and Facebook were still relatively young, and the shift in how people were consuming content was just beginning to shift. And it is these changes that spawned ScribbleLive in 2008.
    Belinda Alzner 10/30/2013 4:08:37 PM
  • Over those five years, we've learned five rules for real-time engagement.
    Belinda Alzner 10/30/2013 4:09:01 PM

  • by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:09:41 PM

  • The Story Arc

    Every narrative begins with an initial activity and flurry of information followed by a valley where insight and perspective is generated. It is in the valleys that we see audience engagement in the form of social commenting, insights and opinions—and a collaborative narrative begins to emerge.

    Brands who devote time and effort to the iteration of content will create the most compelling stories; authoritative, relevant, engaging content will be the differentiating factor between weak and strong brand narratives.

    You need to understand the personas of your audience and how they relate to your brand narrative so you can deliver the right content, to the right audience, in the right place, at the right time
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:10:09 PM
  • In newsrooms, the story arc might be known as the lifecycle of a story. It could take place over an hour, or over a number of days (see: the Boston bombings).
    Belinda Alzner 10/30/2013 4:10:57 PM
  • That all said, stories are still stories and they need to be told. The way that they're being told isn't changing, but the way the audience expects it to be delivered has. 
    Belinda Alzner 10/30/2013 4:11:58 PM

  • Example: GE

    Audience engagement is dependent on the brand. Before developing a brand narrative, you need to understand your audience’s persona – Who do you need to reach, and why? Where is real-time engagement most important? How can you educate them?

    GE’s comms team is a great example of a business that makes room for creative execution around the ideation of content. They understand the inquisitive, intelligent persona of their audience which allows them to create unique, different content, and use it to tell a story about their brands.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:12:02 PM
  • Now, on to the second rule...
    Belinda Alzner 10/30/2013 4:12:34 PM

  • Audiences consume content at the speed of the social. To meet the demands of an increasingly impatience audience, brands need to be always-on
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:12:42 PM
  • "Brands" includes news organizations, too! You're always watching your streams and watching to see where your story is moving.
    Belinda Alzner 10/30/2013 4:13:14 PM
  • You may have one device in your pocket and another few on your desktop. 
    Belinda Alzner 10/30/2013 4:13:38 PM

  • In short, technology allows audiences/customers to engage with and participate in your brand narrative.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:13:54 PM
  • Let's look at another example...
    Belinda Alzner 10/30/2013 4:14:03 PM

  • Pope Benedict vs. Pope Francis

    Over the past decade, technology has changed the way audiences consume and interact with media. For example, in the picture on top, eight years ago when Pope Benedict was elected only one audience member had a mobile device in hand.

    However, during the election of Pope Francis in 2013 (the bottom image) the entire audience was filled with glowing mobile screens. The reality today is that audiences are using their devices to publish and work with content, and contribute and collaborate in the building of narratives.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:14:14 PM
  • "All of these people are now fundamentally involved in telling the story and it's up to you to weave through the good and the bad"  but all of these are important to the narrative you're trying to tell.
    Belinda Alzner 10/30/2013 4:15:10 PM
  • Next rule!
    Belinda Alzner 10/30/2013 4:15:14 PM

  • With the proliferation of communication channels, variety of devices and the two-way nature of dialogue, Content now plays an increasingly important role for a brand’s message.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:15:18 PM

  • The way consumers communicate is changing the way we go to market, and how fast we go to market. As communicators, our job is to differentiate and rise above the noise. Quality, value-adding content allows us to rise above that noise. Moreover, it is vital we understand the persona of our audience. How, where and why do they consume content? What do they find valuable, and what do they most want to engage with?

    Directing your content to your audience’s persona will lead you to true engagement, allowing customers to spend more time on your site further building credibility.

    Credible content creates the opportunity to then syndicate and monetize content (i.e. Scribble Market)
    Whether you’re creating, curating or syndicating content, make sure your content is interesting; make it exciting and different because this is what will engage your audience.

    Rich content encourages audience engagement: We are strong believers in the power of rich content, so much that we’ve partnered with Getty Images to provide clients with the best creative and editorial imagery to curate a rich, engaging visual narrative.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:15:38 PM
  • All the time that you're creating and curating content you have to think about who is the audience and what is the story you're trying to tell them. 
    Belinda Alzner 10/30/2013 4:16:22 PM
  • 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

  • by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:16:54 PM

  • Quality content producers are orchestrators. And by that, I mean they provide a platform for audiences to engage, and lead and guide audiences through a narrative as they immerse themselves into it

    Build a community and immerse them in the conversation – participative audiences are more engaged and interested, and therefore more valuable to you and to spreading your story.

    Leverage the power of the integration of social and combine technology and content marketing tools to bring your communities together
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    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
  • Belinda Alzner 10/30/2013 4:19:24 PM
  • And on to the fifth rule...
    Belinda Alzner 10/30/2013 4:19:35 PM

  • by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:19:47 PM

  • Once you start building one content initiative on top of the other, you’ll see your content marketing strategies come to life.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    Belinda Alzner 10/30/2013 4:19:59 PM
  • A final example:
    Michael will take you through a recent example: The Apple 5C Product Launch
    by Belinda Alzner on Oct 29, 2013 at 3:02 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.

    We recently announced record breaking user engagement of the live coverage of the recent Apple product launch. For tech media, an Apple event is one of the biggest news days of the year. During the event, we partnered with leading tech media companies CNET and Fast Company to reach Apple’s highly engaged audience. Following the progression of the story arc, these media companies were able to create and curate content during the event and provide real-time continuous coverage, from beginning to end.

    As you can imagine, Apple’s audience is equipped with the newest technology and platforms to engage in social communities. Technology enabled one million concurrent tech-savvy watchers to engage in the event narrative and tune in for the product announcements over the course of two hours.

    The coverage was syndicated on our platform by CNET and Fast Company, yielding significant user engagement. This showcases the power of in-demand, real-time content. In fact, the average viewer stayed on the page/ScribbleLive feed for 22 minutes and the real-time coverage was picked up by nearly 20 media outlets in North and South America, Asia and Europe. At it’s peak, we saw almost 1,000,000 concurrent viewers.

    CNET and Fast Company partnered with us because it allowed them to cover the event in a way that appealed to their unique audience; the continuous news feed was a way for them to differentiate themselves from competitors. Users were fully engaged with the Apple event coverage – the product announcement saw a total of 120 million user engagement minutes over the two hour period.
    During the Apple event CNET and Fast Company took different approaches to creating and curating content to create a single, continuous news feed. They were able to control the way they told the story, analyzing and recalibrating as the narrative progressed.
    by Belinda Alzner on Oct 29, 2013 at 3:02 PM

    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 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
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