22. MANAGING DIALOG
Everyone else is making content about
your brand, too.
Engage with your audience.
Respond to feedback.
Monitor and moderate online conversations.
24. GETTING IT DONE
make
Make
Manage manage
measure
Monitor
Moderate
Measure
moderate
monitor
25. MAKE THE CONTENT
Blogs, email, web video, mobile devices, social
media, and other online properties.
Long form and short form text, images, links,
video, widgets, presentations, and other online
media.
Developed based on the content plan, and
designed to deliver on the goals of the
initiative.
26. MANAGE THE CONTENT
Quality control for each platform, ensuring
that all content is web optimized and
published following best practices.
Governance of content across multiple teams:
internal teams, agencies, PR firms, etc.
Ensures that all work is created, approved, and
published on time and on strategy.
27. MONITOR DIALOG
Monitor the dialog on your platform, as well
as the internet at large to identify risk and
opportunity.
Monitors sentiment to stay informed about
what people think about your brand in real
time.
Identify influence, and build a list of relevant
influencers in your space over time.
28. MODERATE DIALOG
Respond to dialog as outlined in the content plan.
Evaluate and curate user generated content on our
platforms.
Identify and evaluate brand dialog on external
platforms.
Edit/approve incoming content from external
sources.
Proactively promote brand content on external
platforms.
29. MEASURE EFFECTIVENESS
Almost every measurement available for
online platforms is actually a measurement of
the content - not the platform.
Integrated multi-platform analytics reports
and recommendations for each initiative.
This is an on-going science experiment whose
goal is to get incremental growth in key
metrics as defined in the initiative.
