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Mobilizing employees to feed the content engine презентация
Содержание
- 1. Mobilizing employees to feed the content engine
- 2. FIRST SOME FACTS THAT WE ALL KNOW
- 3. Smart brands are using these insights
- 4. THERE IS A TWO-WAY VALUE PROPOSITION FOR
- 5. WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER BRAND STORY
- 6. CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS BECOME PUBLISHERS
- 7. PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO
- 8. THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY
- 9. ENSURE CONTENT STRATEGY ALIGNMENT MASTER BRAND POSITIONING
- 10. CONTENT AND STORYTELLING SHOULD BE ANCHORED IN THESE 8 CORE VALUES
- 11. BUILD A NEWSROOM ORGANIZATION – PEOPLE, PROCESS, TECHNOLOGY
- 12. ESTABLISH A CENTRALIZED EDITORIAL TEAM PEOPLE
- 13. ASSIGN ROLES & RESPONSIBILITIES Content Strategy EMPLOYEES
- 14. ALIGN THE GLOBAL WORKFORCE PEOPLE
- 15. TRAIN AND MOBILIZE EMPLOYEES CONTENT CREATOR CONVERSATIONALIST LISTENER PROCESS
- 16. ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT
- 17. OPTIMIZE THE CONTENT SUPPLY CHAIN PROCESS
- 18. DEPLOY THE RIGHT TECHNOLOGY Platform Based Technology Community Based Technology TECHNOLOGY
- 19. COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY
- 20. PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY
- 21. OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT SOLUTIONS TECHNOLOGY
- 22. THANK YOU Want the slides? Email mbrito@wcgworld.com
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
Слайд 2FIRST 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.
Слайд 3Smart 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.
Слайд 4THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING EMPLOYEE ADVOCACY
What’s
in it for BRANDS?
Content creation
Influencing others
Increasing morale
Innovation
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
Слайд 7PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO BECOME PUBLISHERS
Social Narrative Development
Social
Channel Strategy
Content Performance & Analysis
Participatory
Storytelling
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
Слайд 8THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS
BRAND AMPLIFICATION
This program involves
sharing “branded” messages with advocates so that they can “re-share” the content within their own social media channels.
BRAND JOURNALISM
This 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.
Слайд 9ENSURE CONTENT STRATEGY ALIGNMENT
MASTER BRAND POSITIONING
SOCIAL NARRATIVE
Telling 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
Слайд 13ASSIGN 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
Слайд 16ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT
THERE ARE TYPES OF
CONTENT THAT PAY PUT A COMPANY OR EMPLOYEE AT
RISK …
RISK …
THREATS
SLANDER
BASHING
COMPETITORS
INNAPRORIATE REAL-TIME CONTENT
LEAKING CONFIDENTIAL INFORMATION
PROCESS
