Shaping Influence Worldwide®: For communications and...
Transcript of Shaping Influence Worldwide®: For communications and...
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Client: YorktelCampaign: YorktelSharePlatform: JMRConnectCEI
• SocialAutomation&EmployeeEngagement
• EarnedMedia&ContentAmplification
ShapingInfluenceWorldwide®:Forcommunicationsandmarketingtobeeffective,messagesmustnotonlyreachinfluencers,butalsoresonateacrossmultiplechannelstoimpactperceptionandopinions,andcreatepositive,lastingimpressions.
• Single-clickAdvocacy&ContentSharing
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• Large,globallydispersed,remoteworkforcehindersemployeeengagement
• Leanbudget
• Busyteamcan’tspendtimesocializingthebrand,muchlesssearchingforcontent
• C-suitemandatetoincreaseorganicsocialmediaengagementandvisibility
• Evolutionofhow,andfromwherepeopleconsumenewsandinformation
• B2Bconsumersinundatedwithmulti-channelsponsoredcontentandpaid-fordigitaladsfromothervendors
• Yorktelleadershipiscomprisedofuniversallyrespectedthoughtleaders,willingandeagertosupportinnovativecommunicationsandsocialengagement
• Globalaffinityforsocialmediahasforeveralteredthewaypeopleconsumenewsandinformation
• Organizationalunderstandingthatcontentmusteducate,offernewinsight,andprovidesubstantiveinformationtohaveanyvalue
• Extensivelibraryofearnedanalystandmediacoverage,blogs,casestudies,podcasts,webinars,videopresentationsandwhitepapers
Opportunity
1. Engage,informandempoweremployeesasbrandambassadors
2. MakeitsimpleandrewardingforemployeestoorganicallyshareYorktelearnedmedia,thoughtleadership,andcorporatemessagingwithcolleagues,customers,prospects,andpartnersonLinkedInandTwitter
3. BuildcorporatebrandvisibilityonLinkedInandTwitter
4. Helpemployeesbuildpersonalthoughtleadership
5. Amplifyvisibilityofearnedmedia,analystcoverageandcontent
6. Quantifyresults
Goals Solution
CEI:connect.engage.influence• Socialmediaautomation;employee
andinfluencerengagementplatform
• Customizableanduser-friendly
• EnablesPRandmarketingtoengageemployees,activatingthemasbrandambassadors
• Organicallyaugmentcontent/earnedmediavisibility,andpushapprovedcorporatemessagingtoemployeesformulti-channelsocializationtowiderpopulation
• Postsappearas1st personactivity,notre-sharesorsponsoredcontent
• Oneclicktakescontentviral
• Low-costsolutionforelevatingbrandandfosteringcustomer/employee/influencerengagement
• Enrolleeshavechoiceofsocialaccountandwhetherornottheyshareposts
• Gamificationtoincentivizeandrewardbrandadvocates
• Analytics,quantifiableROI
Challenge
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••Admindesignspost,populatingsocialmessages,anchorcontent(URL),customimages,asummaryofcontent,whyit’simportant,andarequesttoclick“ShareNow,”or“SharewithComment”
••Admindistributespersonalizedemails(automatedmailmerge)toallparticipants– withoneclick
Connect
••Usersreceiveemailinwhichtheyareupdatedoncontent,seeexactlywhatwillbeposted,whytheyshouldshare,anda“button”toclicksopostssharesimultaneouslyonLinkedInandTwitter–withasingleclick
••Oneclicktakescontentviral,extendingearnedmediavaluewhilepromotingapprovedbrandmessagesonmultiplechannels
Engage••CEIempowersemployees,yourmostinfluentialconstituency,withsingle-click,advocacythatconnectsyourbrandtoanexponentiallywideraudience
••CEIpostsappearasfirst-personrecommendations,notpromotedcontent,reinforcingcredibilityandbrandintegrity
••BuildBrandTrust.Peoplearemorelikelytotakeactiononarecommendationfromatrustedsource
Influence
Ifonlineassets,suchaswhitepapers,casestudies,blogs,analystcoverage,etc.aretobedeveloped,it’simperativethatallpotentialinfluencerswithinthecompany:
I. knowtheseassetsexist;II. areempoweredandincentivizedtosharewiththeircontacts;andIII. havetoolsthatenablethemtoshareeasilyandquickly.
:HowItWorks
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Populateimage,URL,emailsubject,message,posttitle
Createtweet,LinkedInpostsforuserstoshare
SocialLog-inforUsers
PreciseMessaging
TopofEmail
DriveTraffictoYourContent
ShareYourContentonTheirSocialNetworks
ShowingpreparedTwitterpost&LinkedInpost
Membersreceivepostsinformingandpromotingcompanymessagestobeshareddirectlyfromtheire-mailandcustomsites
AdminDashboard
PrepforMulti-ChannelDelivery
BottomofEmail
CONNECT
ENGAGE
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IseeYorktelhere
Isee Yorktelthere
IseeYorkteleverywhere!
• 169registeredbrandambassadors• Multi-channeladvocacy• Executiveandemployeeengagement• Globalparticipation
INFLUENCE(YorktelCEO)
(YorktelSales)
(YorktelCTO)(YorktelEVP)
(YorktelEMEA)
(YorktelVP)
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ClicksThroughtoEarnedMedia
Featurecoveragelaudinggrowth&success
Featurecoveragetoutinganalystrecognitionforinnovationincollaboration
Analystinterview:podcastwithmedia,detailingproductevaluation
Featurecoverageresultingfromanalystinterviewwithmedia,detailingproductevaluation
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InfluencerEngagement
11.5kfollowers
11.5kfollowers
29kfollowers
87.2kfollowers
Industryanalyst
Industryanalyst&blogger
TopIndustryConference
Leadingtrademedia,analystblogs
Industryanalyst&blogger
Leadingtrademedia
BrandAmbassadors
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Engage(again…):IndividualCustomWebsite
↑Real-timescoring
• Keeptrackofcontestandcolleagues• Competitionbreedsengagementandaccountability
← Easilyre-sharecontent
↑ Earnmorepoints ↑Recruitnewbrandambassadors
• Winpointsforsharing,re-sharing,recruiting,engagement,etc.
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Analytics ← Sharerate
← Optimalday,time
← Subjectlineeffectiveness
← Contenttypeperformance
← Emailopens,openrate
← Clicks,engagements,impressionsbyplatform
← Usertracking:participation,engagementandinfluence
← GlobalParticipation
← ContentAmplification
← Highengagementlevels
←Multi-channeladvocacy
QuantifyingOurSuccess