Content and Digital Transformation in the Enterprise (By: Carlos Abler, Leader Content Marketing & Strategy @ 3M) #ContentIsrael15

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    15-Apr-2017

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Slide 1

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Rhetoric is great. Tying to quantitative goals and straetgic objectives is even better.

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Y1 Q3-4Y2 Q1-2Y2 Q3-4Y3

Content-2-Customer + Engagement-Tech process, integrated with strategic planningPlan Leads from Global Marketing/Marcoms, Content Strategists, Data Sciences, BSO rep, and Champions from Portfolio/Segment/FunctionsPresent to champions.Align to known goals and opportunities.Identify key functional stakeholders for workshops.Coordinate leadership alignment and support.Deploy, optimize, iterate. Walk and run states.Engagement-Tech ConfigurationContent and application initiative finalization and production.Segment and portfolio-level workshops to develop preliminary engagement plans. Informs opps. planStrategic Planning + Content-2-Customeraudience info development and business goal extraction. Engagement-Tech focused workshops. Engagement-tech vision and Roadmap.Content-2-Customer Content-Product and Engagement-Vision and Road-map workshops.PlanContent-2-Customer Content-Engagement WorkshopsSame as planning, plus additional leaders and/or champion Marketer, Sales, Customer Care, Legal and Tech Services. Mix maximum possible globa/area reps. Minimum one engagement platform architect.Deep-dive on content and value added application education with team.Workshop wish-list, opportunities and enablers.Tech-Engagement WorkshopsSame as above. Add necessary Enhance engagement vision with platform opportunities.Develop preliminary tech vision.Identify implications and enablers.Iterate Content-Product, Engagement-Tech and Organization vision. Plan and develop engagement vision and roadmaps.Content-2-Customer + Strategic Planning + ExtractionSame as Content-2-Customer Workshops + all portfolio and segment leads, likely minus legal. Emphasis on marketers.Strategists lead extraction of key customer and business goal information.Integration of information into workshop ideation guides.Finalize required workshop attendees.Segment and Portfolio-level WorkshopsSame above + legal.Map topics and tactics to audience goalsCustomer lifecycle and decision-stage Journey mapping: tactics, linking calls-to-action, KPIs, SLAs and automation logic. Straw-man initiatives.Engagement-Tech ConfigurationEngagement-Tech Architects, Data and Platform Engineers. [Check role titles]. Application development roles.Execute final engagement architecture implementation plan after input from initiative finalization.Execute app development. In-generalTech and content roadmaps become less wish-list, more prioritized via marketing plan and readiness. Tech: Preliminary architecture hardens to requirements and implementation plan.Organization goals harden into change management and resource plan. Stabilizes over time. Content and App Initiative FinalizationVarious roles from previous as owners, stakeholders and approvers. Internal and external production agencies. BSO-heavy depending on services offered.See Final Engagement Structuring on Content-2-Customer timeline.

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EditorialContent Strategy and Audience DevelopmentContent Marketing Strategists Editors in Chief (Global & Local/Area)Customer Intel.Topical Editorial LeadsSection Editors(Global & Local/Area)Segmentation, Insight & CRM Specialists (Global & Local/Area)Social Mngmnt.Niche Community Channel Specialist (Global & Local/Area)Segment or community topic area focusProduct and services area focusLeader of Audience & Content StrategyContent Production & ManagementLeader of Content Production & ManagementContent & Publications Operations AnalystContent Marketing Content ProducersProducers & MakersProduct Content ProducersContent Creators. (See next slide)Content ManagersContent Modeling, Tagging & Metadata SpecialistsProduct Content ManagersContent Delivery SpecialistVendor Services LeadSystems AdministratorsBusiness Process ManagerProcess & InfrastructureAnalytics & Optimization: Product & Content MarketingManager of Analytics, Insight & ConversionContent Conversion Rate Optimization ArchitectData Analytics and Insight SpecialistsSEO Optimization SpecialistseCommerce Strategy and Publication DevelopmentLeader of eCommerce ContentGlobal Portfolio StrategistsLocale/Area Portfolio StrategistGlobal Catalog and Syndication ProducersRegional/Area Catalog and Syndication ProducersPortofilio ContentProduct PublicationsCustomer Application Strategy & DevelopmentLeader Application Strategy & DevelopmentApplication Strategy AnalystsApplication Requirements AnalystsInteraction DesignersApp. Graphical Designers (May be in Production Team)Information ArchitectsIT Application LeadApplication IT ArchitectsApplication DevelopersEngagement Platform Analysis & ImplementationEngagement Solutions ArchitectsImplementation execution rolesCritical functions for engagement executionSee next slide for adapted version for PSD US. Boxed in red are particularly crucial change management opportunities for success. Leader of Content & Conversion OptimizationCarlos AblerModified Marcomms roles

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Preparation workRole(s) & purchasing influenceRole(s) goals & pain-pointsRole(s) tasks, contexts & channels: Info, comm, util. & $Customer/Channel purchase stages, selling stagesIdentify content and tools role(s) find valuableIdentify go-to-market inputs: forces & prioritiesIdentify competitorsArchitect & produceTrend, listening, metrics, approachInfluencer engagement planCompetitor & audience research gapsIdentify tactics & engage channel mixEditorial Calendar & Pub. Plan(2)Identify topics & keywordsProduction plan(3)Asset gap & opportunity audit(2)Link building & guest bloggingGoals & KPIs: Business, audienceEngagement & automation rules, SLAsIdentified prioritized audiencesContent curation, creation, management, delivery and optimization.Deploy & optimizeActivate & monitorMeasure, listen, adjust. Daily, weekly, monthly, quarterly and yearly reporting.WorkshopTopics and tactics mappingTactics and pain-point mappingJourney mapping: Tactics to stages, Linkage & Stage-flowGoals and KPIsStraw man campaigns & InitiativesContent OperationsExecutive buy-inLeadership and steering committees Preliminary resource and owneship mapping.Resource allocation and ownership matrixPilot prioritization.Resource commitmentStrategic landscape, market priorities and gaps.Operational roadmapDepth audits as neededHigh-level strategies, visions and manifestos

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JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDec

Role(s) & purchasing influenceRole(s) goals & pain-pointsRole(s) tasks, contexts & channels: Info, comm, util. & $Customer/Channel purchase stages, selling stagesIdentify content and tools role(s) find valuableIdentify go-to-market inputs: forces & prioritiesIdeal prep-work periodTopics and tactics mappingIdeal workshop periodTactics and pain-point mappingJourney mapping: Tactics to stages, Linkage & Stage-flowGoals and KPIsStraw man Campaign/InitiativesIdentify competitorsLate-start preparation (1)NOTESFeasibility of plans or ability to do adequate prep-work TBD. Efforts could result in laying groundwork for following makreting season.See full c2c checklist for more steps related to this activity.Planning, deployment & monitoringTrend, listening, metrics, approachInfluencer engagement planCompetitor & audience research gapsIdentify tactics & engage channel mixEditorial Calendar & Pub. Plan(2)Identify topics & keywordsProduction plan(3)Asset gap & opportunity audit(2)Link building & guest bloggingGoals & KPIs: Business, audienceEngagement & automation rules, SLAsActivate & monitorMeasure, listen, adjust. Weekly, monthly and quarterly reporting.Y-2 prep-work for new practices.Campaign/Initiative deployY-2 workshopCampaign structuringY-2 editorial calendar for ongoing Y-1 practices.Prep-workWorkshoppingPrep-workOps-plans, budgetsOps-plans, budgetsFinal plans, budgetsBudget and resource re-alignment if late start. Else efforts may be judged non-feasible.Final plans, budgetsIdentified prioritized audiencesContent curation, creation, management, delivery and optimization.C2C processes

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-5-5

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The Thought LeaderThe Diagnostician

The Mentor

The Assistant

The Entertainer

The Journalist

The Friend

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@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_AblerIllustrations via Kapost

@Carlos_Abler

@Carlos_Abler

Silo-smashing collaborationOwnership and alignment silos (tugs-of war and/or finger pointing)Who owns governance?Who owns the strategy?Who owns the customer?Who owns the audience?Who owns the publication?Who owns resourcing?Who owns the content?Who owns the engagement channels?7 deadly sins of silosOwnership gapsControl conflictProcess disconnectFalse representationFinger pointingRedundancyHoarding

Marketing

Support

PR

HR

Sales

GlobalEntity

RegionalEntity

CountryEntity

Admin

IT

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