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Mobilizing employees to feed the content engine Michael Brito Head of Social Strategy WCG, 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
Participatory 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
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 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.
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
Build a newsroom organization – PEOPLE, PROCESS, TECHNOLOGY
Establish a centralized editorial team 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 PEOPLE
TRAIN AND MOBILIZE EMPLOYEES 15 15 15 CONTENT CREATOR CONVERSATIONALIST LISTENER PROCESS
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 CONFIDENTIAL INFORMATION PROCESS
Optimize the content supply chain 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 TECHNOLOGY
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