Mobilizing Employees to Feed the Content Engine
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This document discusses best practices for mobilizing employees to contribute content that promotes a brand's message. It recommends establishing an editorial team to develop a content strategy and governance process. Employees should be trained and assigned roles based on their skill level to engage on social media platforms. Guidelines are suggested for content submission and approval workflows. The right technology solutions like advocacy and community platforms can help optimize the content supply chain and participation. The goal is to empower employees as advocates who authentically share brand stories and deepen affinity through participatory storytelling.
Mobilizing Employees to Feed the Content Engine
- 1. MOBILIZING EMPLOYEES TO FEED THE CONTENT ENGINE Michael Brito Head of Social Strategy WCG, a W2O Group Company
- 2. 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% 65% of business pros participate and engage with colleagues and peers within social media People trust their peers. People talk to each other online. People find other people credible.
- 3. 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.
- 4. 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
- 5. WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER BRAND STORY
- 6. CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS BECOME PUBLISHERS Social Narrative Development ANALYTICS & RESEARCH 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. Content Operational Framework Craft an operational framework that facilitates the evolution into a content organization.
- 7. PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO BECOME PUBLISHERS Social Narrative Development ANALYTICS & RESEARCH 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. Content Operational Framework Craft an operational framework that facilitates the evolution into a content organization.
- 8. THERE 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. 1 2
- 9. ENSURE CONTENT STRATEGY ALIGNMENT MASTER BRAND POSITIONING SOCIAL NARRATIVE Telling your brand story so that it adds value to your customers. BRAND EMPLOYEES CUSTOMERS Branded Content, Promotions, Product Lifestyle Content 3rd Party Stories About the Brand Real-time or Agile Content Cultural, CSR related content
- 10. 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
- 11. BUILD A NEWSROOM ORGANIZATION – PEOPLE, PROCESS, TECHNOLOGY
- 12. ESTABLISH A CENTRALIZED EDITORIAL TEAM Develop Content Strategy Scale Content Globally Source Technology Vendors COE B C A M B C A M B Brand, Business Unit, Region M Media Agency Creative/Ad Agency A C Content/PR Agency Content Governance PEOPLE
- 13. ASSIGN ROLES & RESPONSIBILITIES BRAND INTERNAL / EXTERNAL STAKEHOLDERS Content Strategy EMPLOYEES 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
- 14. ALIGN THE GLOBAL WORKFORCE GLOBAL EDITOR PEOPLE
- 15. 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 content Wordpress, Tumblr, Internal & External Social Networks CONTENT CREATOR Proficiency Level Activity Engagement Behaviors Tools/Technologies Intermediate Micro Blogging Share 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 Follow Follow the brand on Facebook, Twitter and LinkedIn, subscribe to the blog’s community RSS feeds Facebook, Twitter, LinkedIn Optimize Add “what you do” section to online profiles, specifically LinkedIn; disclose company affiliation LinkedIn, Twitter, other LISTENER PROCESS
- 16. ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT THERE ARE TYPES OF CONTENT THAT PAY PUT A COMPANY OR EMPLOYEE AT RISK … THREATS SLANDER BASHING COMPETITORS INNAPRORIATE REAL-TIME CONTENT LEAKING CONFIDENTIA L INFORMATION PROCESS
- 17. OPTIMIZE THE CONTENT SUPPLY CHAIN Push to content to paid promotion no yes Approved Content planning & brainstorming Contributor submits 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
- 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 Editorial Planning Content Marketing & Publishing Social CRM & Listening Advocacy Platforms TECHNOLOGY
- 22. THANK YOU Want the slides? Email [email protected]