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The rise of the chief content officer

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Rachel Hawkes at WTF UK in London, November 2016

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The rise of the chief content officer

  1. 1. @rachelhawkes@rachelhawkes Creating a brand studio Rachel Hawkes, Global Head of Social
  2. 2. @rachelhawkes A bit about me • Australianliving in London • Working in social before it was calledsocial • Spent my career agency side • Obsessed with Snapchat and Pinterest • Instagram has a special place in my • My love for emojis knows no bounds
  3. 3. @rachelhawkes@rachelhawkes TUI is the largest tourism business in the world • 220 brands in the Group • 30+ millioncustomers sent on holiday to over 180 regions around the globe • 76,000 employees with more than 30,000 of those in destination • 6 airlines with a fleet of over 130 aircraft • 13 cruise liners with 4 more just ordered for Germany • 1,800 retail stores • 210,000 beds and more than 300 hotels in 24 countries
  4. 4. @rachelhawkes@rachelhawkes So, in my role I am responsible for… • Setting the overall group strategyfor social and rollingout a centralisedmodel • Driving consistency,best practice and excellence • Commonalityand efficiencywith technologyand suppliers • Fosteringa culture of innovation (a “test and learn” mindset) • Main source markets: Germany, UK&I, France, Nordics, Netherlands,Belgium,Austria, Switzerland,Poland and Russia
  5. 5. @rachelhawkes@rachelhawkes What is a brand studio? Is it when the content is only produced in-house?
  6. 6. @rachelhawkes@rachelhawkes AGENCY BRAND IN-HOUSE EMPLOYEES CUSTOMERS INFLUENCERS STOCK LIBRARY PRODUCTION COMPANY CROWD SOURCING / AMATEUR
  7. 7. @rachelhawkes@rachelhawkes AGENCY IN-HOUSE EMPLOYEES CUSTOMERS INFLUENCERS STOCK LIBRARY PRODUCTION COMPANY Very fragmented & silo’d by market
  8. 8. @rachelhawkes@rachelhawkes 70PEOPLE BROCHURES WEBSITE SOCIAL approx. 3 people • EDITORS • PRODUCTION MANAGERS • PHOTOGRAPHERS • DESIGNERS • COPYWRITERS • VIDEOGRAPHERS
  9. 9. @rachelhawkes@rachelhawkes 30PEOPLE BROCHURES WEBSITE SOCIAL (mostly agency) • PRODUCTION MANAGERS • PHOTOGRAPHERS • DESIGNERS • COPYWRITERS
  10. 10. @rachelhawkes
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  13. 13. @rachelhawkes@rachelhawkes 5PEOPLE WEBSITE SOCIAL • EDITORS • PRODUCTION MANAGERS
  14. 14. @rachelhawkes@rachelhawkes LOCAL MARKET IN-HOUSE TEAM AGENCIES GROUP IN-HOUSE TEAM AGENCIES LOCAL MARKET GROUP IN-HOUSE TEAM AGENCIES
  15. 15. @rachelhawkes@rachelhawkes GROUP • STRATEGY & REPORTING • BRAND & DESTINATION CONTENT (M7) • COMMON APPROACH UGC & EMPLOYEE MARKET • LOCALISATION • HYPER LOCAL / MARKET SPECIFIC • INFLUENCERS
  16. 16. @rachelhawkes@rachelhawkes Top 3 reasons to change this approach: 1. More efficient use of time & money 2. Move faster 3. Consistent messaging
  17. 17. @rachelhawkes UGC aggregation tool Workflows Rights managementRights management TDA Advertising DAM Marketing Social walls In resorts On cruises In airports € In retail Social channelsBrochures TUI Mobile Desktop Tablet The role of UGC in our business Social printers
  18. 18. @rachelhawkes Content is disconnected from product
  19. 19. @rachelhawkes
  20. 20. @rachelhawkes
  21. 21. @rachelhawkes
  22. 22. @rachelhawkes
  23. 23. @rachelhawkes
  24. 24. @rachelhawkes 58% of online view time in 2017
  25. 25. @rachelhawkes@rachelhawkes Top tips • Work smarter and make your content work harder (multiple edits / formats etc) • Don’t think you have to create everything yourself (get the rights to adapt / use) • Use a mix of agencies – the right one for the job • No one knows your brand better than you • Measure! Sell the story back into the business, prove ROI
  26. 26. @rachelhawkes
  27. 27. @rachelhawkes27 Thank you

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