Brand enthusiasm: Turn followers into “fans”Loyalty: Build on service; go to our customersAdvocacy: Educate and maintain supportMonitor: Issues management in real time
Private groups; corporate page; focused on customers, jobsDiscussions on timely topicsSearch optimization with social bookmarkingThought leadershipRepository of industry info; content providerReal-time news aggregation; media/blogger relationships
Anything that is directly or indirectly linked to your company’s products or services – text, graphics, audio or video. It can be newsworthy, educational and/or entertaining. It can be positive or negative.
Discovery: How do we find valuable content? Timeliness: Is it (still) relevant? Verification: How do we make sure we can trust it? Delivery: How do we turn that content into stories? Value: How do we make it useful to our stakeholders?
News releases drive our discussions News media/bloggers add to our flow of information R&D reports and analysis aid in our consistency Content partners/influencers provide context to our stories
•Distributed via newswire •Media interviews; share positive stories via social channels •Posted to social channels News •Social monitoring •Retweet relevant posts •Add discussions to LinkedIn Social •Add links to our blog •Work with research team to create report •Reach out to relevant media and social sources •Promote research via social channels R&D •Work with product marketing to develop third-party research •Post to social channelsPartners
Strategy How does content define our brand?• Topics and ideas must always support your brand• Look outside your organization Leadership Assign internal leaders• They must be authorities and have authority• They must be multi-disciplined Plan The 30, 60, 90 day rule• Integrate ideas across platforms• Be flexible based on needs of the business Understand Know our internal requirements• Understand the risks• Connect internal resources and bridge gaps (website, marketing, PR, technology, legal)
• Treat content as an asset• You cannot separate content from the brand• This is not a one person job• Repetition is not just okay but required• Know your content influencers• Maintain a consistent presence• Leverage partners and vendors• Internal collaboration is critical• Measure your success (and failure)