Brand Storytelling - Leveraging Employees To Feed The Content Engine

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A webinar I did with Newscred - Brand Storytelling - Leveraging Employees To Feed The Content Engine.

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  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
  • When we think about brand storytelling, we need to consider several strategic and operational initiatives. Brand Goals:This is by far the most important of them all. You have to decide very early on what your storytelling goals are? Are you trying to increase sales of a specific product or change perceptions about your brand? In either case, have documented goals that are supported by your executive team are critical.Brand Narrative: Too many of us jump right into social media channels without understanding the story we want to tell. The narrative exercise should be done early on and considers several factors – brand positioning, audience interests and affinities, media/community perceptions of the brand, historical content performance and search. From there, a good narrative will blossom in a way that breaks through the clutter and actually changes customer behavior.Content Operations: Believe it or not, successful storytelling requires a significant amount of operations in order for it to be successful. Establishing a content supply chain (workflows that facilitate content ideation, creation, approval and distribution) are needed to build consistencies and controls of the brand story. Identifying roles and responsibilities, internally, are also important if you are mobilizing employees to help tell the brand story. Also, operationalizing external brand advocacy programs are an option and require an investment into a technology platform (i.e. Branderati, Dynamic Signal).Media Integration/ Distribution: This is about prioritizing your storytelling principles and content themes and then mapping them specifically to various digital channels. For example, let’s assume that you work for a jeweler manufacturer and you have determined that fashion or fitness is a topic area that you want to tell your story. You may decide to launch a specific Tumblr page and build content there or allocate a percentage of content dedicated to that topic on Facebook. These are decisions that you will have to make. It's also important to deploy converged media models (the integration of paid, earned and owned media) simply by promoting content on Facebook and Twitter or use platforms like Outbrain and OneSpot that also deliver converged media models. Lastly, you will need to make a strategic decision to launch a real-time command center operation that will allow you to capitalize on what’s trending in the news cycle and reach new audiences with real-time content.
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  • TheSociety for New Communications Research (SNCR) in 2012 released a research report called the Social Mind and it has some eye opening data points. The study surveyed 300 professionals and found that by far the most frequent use of social media amongst professionals was interacting with their peers in professional communities.
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  • The first step is defining the program.
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  • Brand Storytelling - Leveraging Employees To Feed The Content Engine

    1. BRAND STORYTELLING Leveraging Employees To Scale the Content Engine Michael Brito Group Director, WCG @Britopian @Britopian #ContentConvo
    2. 5 Truths Shaping Today’s Digital Ecosystem @Britopian #ContentConvo
    3. There is a content and media surplus @Britopian #ContentConvo
    4. Consumers have an attention deficit @Britopian #ContentConvo
    5. Consumer behavior is hard to predict @Britopian #ContentConvo
    6. Consumers have tunnel vision The customer journey is dynamic @Britopian #ContentConvo
    7. #expion13 All consumers are influential @Britopian #ContentConvo
    8. Despite challenges, business objectives remain the same @Britopian #ContentConvo
    9. The 4 Pillars of Brand Storytelling BRAND STORYTELLING BRAND GOALS BRAND NARRATIVE • Document business and marketing goals • Establish content themes & principles • Establish KPIs • Audience insights and research • Ensure marketing and global/regional alignment • Establish buy in from senior management • Media and community perceptions • Tone of voice CONTENT OPERATIONS • Establish the content supply chain – approval workflows • Identify roles & responsibilities • Identify influencer and brand advocates (employees/customers) • Determine technology MEDIA DISTRIBUTION • Prioritize storytelling principles and content themes to digital channels • Deploy converged media models • Establish real-time content marketing operations ANALYTICS & MEASUREMENT @Britopian #ContentConvo
    10. Social Business Strategy Is Required To Facilitate This Transformation “ @Britopian A social business strategy is a documented plan of action that helps ” evolve and transform the thinking of an organization bridging internal and external social initiatives resulting in collaborative connections, a more social organization and shared value for all stakeholders (customers, partners, and employees). #ContentConvo
    11. The Stakeholder Value Creation Model (employees, partners) 2 THE SOCIAL BUSINESS COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION SOCIAL BRAND INTERNAL OPERATIONAL EXCELLENCE 3 COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT EXTERNAL (customers, partners, media) © Edelman Digital 4 @Britopian PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY 1 SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK #ContentConvo
    12. The Stakeholder Value Creation Model (employees, partners) 2 THE SOCIAL BUSINESS COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION SOCIAL BRAND INTERNAL OPERATIONAL EXCELLENCE 3 COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT EXTERNAL (customers, partners, media) © Edelman Digital 4 @Britopian PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY 1 SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK #ContentConvo
    13. Employees Are Trusted And Found Credible @Britopian #ContentConvo
    14. And They Spend A lot Of Time Together 40% 65% 80% Business pros spend 40% of their time interacting in peerbased communities. of business pros engage with a professional community via social channels. participate in groups online to help others by sharing information, ideas and experiences. http://www.slideshare.net/sncr/the-social-mind @Britopian #ContentConvo
    15. The Strategic Imperative To Employee Brand Advocacy DRIVE CHANGE EDUCATE AWARENESS PERCEPTIONS CUSTOMERS & PROSPECTS SOLVE PROVIDE INFLUENCE CUSTOMER SUPPORT ISSUES FEEDBACK & INSIGHTS THEIR PEERS TO BUY @Britopian #ContentConvo
    16. How to get started… @Britopian #ContentConvo
    17. define the program @Britopian #ContentConvo
    18. identify the right employees @Britopian #ContentConvo
    19. activate storytelling initiatives @Britopian #ContentConvo
    20. amplify employee stories @Britopian #ContentConvo
    21. measure and optimize @Britopian #ContentConvo
    22. Thank you Michael Brito Group Director, WCG Media & Engagement @Britopian @Britopian #ContentConvo

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