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Zucker. brings social media newsrooms to Germany
"Putting the Public back in Public Relations" ...
... True to Brian Solis' motto, Zucker. is building on its service strategy to be the first agency in Germany to offer the systematic integration of agency clients into social media newsrooms. At the heart of this service are the fully customizable press areas, which serve as a collecting place for all of a client's online activities in public relations. The neutral top-level domain http://newsroom.eu offers clients a tailor-made platform that meets the requirements of a modern press area by supporting the subject matters and materials that address the client's target groups. The newsroom gathers together all social media channels from the communities including photos, video, presentations, podcasts, and the micro-blogging channel Twitter. It provides a path to the corporate or brand presence in social networks and facilitates direct dialogue with brands or companies.
The technology behind the newsroom makes it extremely simple for the digital media to access and work with press materials. The newsroom encourages dialogue with the groups targeted by PR, which include not only journalists from the traditional media, but also bloggers, influencers and fans. Zucker.Kommunikation allows the use and distribution of the majority of digital content licensed as "Creative Commons". This simplifies and clarifies the terms for distributing and recycling publicity materials. Additionally, all news articles are available as RSS feeds. Zucker. offers two versions of the Newsroom: In the small variant, the newsroom forms the basis for the agency's work. It interconnects with prevalent social media channels for images and video materials, and also with bookmarking services and business platforms such as XING. The full variant offers fully customised design and regular updating of relevant social media sites in Germany. Comprehensive evaluation and monitoring services are included. The newsrooms are kicking-off with agency customers including ATP, Fing'rs, Herlitz and Plantronics.
"The feedback from our clients is fantastic. The time is right for a simple offering which caters for the procedures at agencies and the media, and which facilitates quick, uncomplicated publishing", says Matthias Bonjer, Managing Partner at Zucker.Kommunikation. "The newsroom will gradually displace the static press area. The technology we employ simplifies this migration, because conventional press areas can be fed automatically with content from the newsroom. This is why we additionally offer this service to non-clients."
In offering social-media newsrooms, Zucker.Kommunikation continues its strategy of addressing the changes in the media landscape and consumption by realigning its agency services to match. With this in mind, Zucker. initiated a representative survey in spring of this year to investigate the relationship between the LOHAS target group (Lifestyle of Health and Sustainability) and intensive online users. A new type of consumer has become apparent at the intersection: Participating consumers (PARCO) see themselves as active participants in the markets who, as informed consumers, are intensive users of the Internet who actively and critically observe corporate and brand communications, and who demand changes. Social media newsrooms are a vital step towards the new (communicative) consumer expectations and demands.
Stefanie Franck, Head of Marketing Services - Marketing Communication/Licensing at Herlitz PBS AG: "The enormous success of the ongoing Herlitz Back to School campaign, which revolves around the involvement of social communities, required a perceptible adaptation of the tools we employ in PR. We have taken this step with the Herlitz social media newsroom. We are convinced that this allows us to provide the appropriate services for modern journalism." http://herlitz.newsroom.eu
Oliver Jungklaus, DACH Marketing Manager at Plantronics GmbH: "The newsroom from Zucker. aligns perfectly with our strategy. We see it as essential to adopt contemporary methods of keeping our audience informed, in particular the online media. Today more than ever, modern marketing and PR demands that we think outside of the envelope of conventional methods. The newsroom and the connections that it forms to our social media activities is the type of service that will eventually become a standard in public relations." http://plantronics.newsroom.eu
