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 mbrito@wcgworld.com