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A presentation I gave at the Employee Advocacy Summit in Atlanta #EASummit14
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MOBILIZING EMPLOYEES TO FEED THE CONTENT ENGINE
Michael BritoHead of Social StrategyWCG, a W2O Group Company
FIRST SOME FACTS THAT WE ALL KNOW TO BE TRUE
of people find "people like yourself" and "employees of a company” trustworthy when seeking information about a product or a brand
92% of consumers say that peer recommendations are their most credible source of brand information
67% of business pros participate and engage with colleagues and peers within social media
65% People trust their peers.
People talk to each other online.
People find other people credible.
Smart brands are using these insights and turning employees into advocates through programs and empowering them to share and create long and short form stories that deepen brand affinity and influence others.
THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING EMPLOYEE ADVOCACY
What’s in it for BRANDS?Content creation
Influencing others
Increasing morale
Innovation
What’s in it for EMPLOYEES?
Internal “rock star” recognition
Access to exclusive content
Platform for sharing thoughts with the wider audience
Thought leadership
WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER BRAND STORY
CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS BECOME PUBLISHERS
Social Narrative Development
Social Channel Strategy
Content Performance &
Analysis
ParticipatoryStorytelling
Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
Deliver a global social media channel strategy based on audience segmentation and native platform capabilities and functionality.
Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story.
Build an analytics infrastructure that tracks content through the lifecycle and informs future content creation.
Craft an operational framework that facilitates the evolution into a content organization.
ANALYTICS & RESEARCH
Content Operational Framework
PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO BECOME PUBLISHERS
Social Narrative Development
Social Channel Strategy
Content Performance &
Analysis
ParticipatoryStorytelling
Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
Deliver a global social media channel strategy based on audience segmentation and native platform capabilities and functionality.
Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story.
Build an analytics infrastructure that tracks content through the lifecycle and informs future content creation.
Craft an operational framework that facilitates the evolution into a content organization.
ANALYTICS & RESEARCH
Content Operational Framework
THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS
BRAND AMPLIFICATIONThis program involves sharing “branded” messages with advocates so that they can “re-share” the content within their own social media channels.
BRAND JOURNALISMThis program involves training and mobilizing advocates to tell stories that would be published on a corporate blog, LinkedIn blogging network or a media site. It also involves employees sharing and amplifying other employee stories/content.
1
2
ENSURE CONTENT STRATEGY ALIGNMENT
MASTER BRAND POSITIONING
SOCIAL NARRATIVETelling your brand story so that it adds value to your customers.
Branded Content, Promotions, Product
3rd Party Stories About the Brand
Lifestyle Content
Real-time or Agile Content
BRAND EMPLOYEES CUSTOMERS
Cultural, CSR related content
CONTENT AND STORYTELLING SHOULD BE ANCHORED IN THESE 8 CORE VALUES
UTLITY
Helps me “do” something or solves
a problem
EDUCATION
Makes me smarter about a topic or
subject
ENTERTAINMENT
Makes me laugh; inspires me to be
happy
ACCESS
Connects me to others that share the
same passions
EMOTION
Elicits a passionate reaction that
empowers me
EXCLUSIVITY
Makes me feel special and
emotionally vested
INFORMATION
Current news, views and insider information
PROMOTIONS
Give me rebates and product related
promotions
BUILD A NEWSROOM ORGANIZATION – PEOPLE, PROCESS, TECHNOLOGY
ESTABLISH A CENTRALIZED EDITORIAL TEAM
COE B
C
A
M
B
C
A
M
B Brand, Business Unit, Region
M Media Agency
Creative/Ad Agency
C Content/PR Agency
A
Develop Content Strategy
Scale Content Globally
Source Technology Vendors
Content Governance
PEOPLE
ASSIGN ROLES & RESPONSIBILITIES
Content Strategy EMPLOYEES
BRAND INTERNAL / EXTERNAL STAKEHOLDERS
Leads community; drives brand strategy, analytics and publishing
Participates in brand storytelling and campaign initiatives
Develops brand narrative, leads content strategy and development
Develops brand and creative platform for large-scale productions
Content strategy, creative and media direction
Community & brand engagement
Converged media (PESO) buying and direction
Amplifies branded content
Creates original content
Shares and amplifies other employees’ content
Creative content direction
Content creation and production
Content publishing
Converged media planning
Consumer insights research
Brand creative direction
Large-scale content production (TV, advertising, etc.)
CONTENT AGENCY(PR/Social/Digital)
CREATIVE AGENCY
PEOPLE
ALIGN THE GLOBAL WORKFORCE
GLOBALEDITOR
PEOPLE
TRAIN AND MOBILIZE EMPLOYEES
Proficiency Level
Activity Engagement Behaviors Tools/Technologies/Platforms
Advanced
Video Record, upload video; live streaming, Google Hangouts YouTube, Google Hangouts, Webinars
Photos Upload and Tag images from events Instagram, Vine, etc.
Blogs Write and publish blog contentWordpress, Tumblr, Internal & External Social Networks
CONTENT CREATOR
Proficiency Level
Activity Engagement Behaviors Tools/Technologies
Intermediate
Micro BloggingShare product related news, announcements within micro blogging, create influencer lists
Twitter, Instagram, Vine
General conversation
Engage in two-way dialogue about industry issues Facebook, Google+, Forums
Commenting Respond to comments in 3rd party blogs N/A
CONVERSATIONALIST
Proficiency Level
Activity Engagement Behaviors Tools/Technologies/Networks
Basic
Listen, practice Subscribe to Google Alerts, monitor Twitter and company blog Google, Twitter, internal networks
FollowFollow the brand on Facebook, Twitter and LinkedIn, subscribe to the blog’s community RSS feeds
Facebook, Twitter, LinkedIn
OptimizeAdd “what you do” section to online profiles, specifically LinkedIn; disclose company affiliation
LinkedIn, Twitter, other
LISTENER
PROCESS
ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT
THERE ARE TYPES OF CONTENT THAT PAY PUT A COMPANY OR EMPLOYEE ATRISK …
THREATS
SLANDER
BASHING COMPETITORS
INNAPRORIATE REAL-TIME CONTENT
LEAKING CONFIDENTIAL INFORMATION
PROCESS
OPTIMIZE THE CONTENT SUPPLY CHAIN
Push to content to paid promotion
no
yes
Approved
Content planning & brainstorming
Contributorsubmits content
Post-ready & submitted via CMS
Editor schedules post/tweet
Submission emailed to Editors
Sent back to Contributor for revision or rejection
Contributor may choose to revise & re-submit
no
yes
Approved
Approval request emailed to Brand & Legal
24 hrs.
Rejections sent back to Editor
*Legal response required. Brand response not required
Post or Tweet automatically published @ scheduled time
CONTENT BEST PRACTICES
PROCESS
DEPLOY THE RIGHT TECHNOLOGY
Platform Based Technology
Community Based Technology
TECHNOLOGY
COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY
PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY
OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT SOLUTIONS
Editorial Planning
Content Marketing & Publishing
Social CRM & Listening
Advocacy Platforms
TECHNOLOGY
THANK YOU
Want the slides? Email [email protected]