The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Content is the number one challenge for brands today. The ability to tell an integrated brand story across the social web requires internal planning, cross team collaboration, coordination between different marketing teams in various geographies; and the establishment of controls, processes and workflows, also known as governance.
Are you looking to make the right decisions for your content marketing technology? The Content Marketing Institute has prepared 12 questions that will be valuable to ask any company as you navigate this process. Let us help! And at the end of the presentation, we've gotten you started with three technology guides on content curation, content collaboration and native advertising, now available for free download. Enjoy!
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
How To Power A Team Of Storytellers, with Michael BritoDynamic Signal
LEWIS Global Communications is a global marketing and communications agency that specializes in helping businesses overcome the four top challenges brands face today: awareness, demand, adoption and advocacy. With over 600 employees across 27 global offices, they pride themselves on having a highly connected team of brand storytellers who can speak to the strategic goals of the company, showcase its values and live its mission.
The brand took storytelling to the next level when they launched Employee Activate, to assist clients with developing employee advocacy programs that motivate employees to share the brand’s story. Employee Activate also gave LEWIS a way to strengthen their own team’s storytelling abilities and highlight their own, internal voices.
"From a content perspective it's critical to train your employees to be storytellers and build a content plan for them that is more human, yet aligned to the larger brand narrative," says Michael Brito, Head of US Digital Marketing at LEWIS.
• How to establish employee advocacy policies and workflows
• How to manage employee-driven content
• How to integrate stories across paid, earned and owned media
• How to define key performance indicators and measure success
Michael Brito is the Head of US Digital Marketing for LEWIS Global Communications. He is a published author, TEDx speaker, and an Adjunct Professor at San Jose State University. His latest book, “Participation Marketing: Unleashing Employees to Participate and be Brand Storytellers” is set to release in 2017.
Michael Brito - Why Social Business Adoption is Good For Marketing StrategyOpenKnowledge srl
In this session, attendees will learn how to leverage the fundamentals of social business adoption – people, process and platforms — to create better content, scalable communities, smarter marketing and more effective customer relationships.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Content is the number one challenge for brands today. The ability to tell an integrated brand story across the social web requires internal planning, cross team collaboration, coordination between different marketing teams in various geographies; and the establishment of controls, processes and workflows, also known as governance.
Are you looking to make the right decisions for your content marketing technology? The Content Marketing Institute has prepared 12 questions that will be valuable to ask any company as you navigate this process. Let us help! And at the end of the presentation, we've gotten you started with three technology guides on content curation, content collaboration and native advertising, now available for free download. Enjoy!
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
How To Power A Team Of Storytellers, with Michael BritoDynamic Signal
LEWIS Global Communications is a global marketing and communications agency that specializes in helping businesses overcome the four top challenges brands face today: awareness, demand, adoption and advocacy. With over 600 employees across 27 global offices, they pride themselves on having a highly connected team of brand storytellers who can speak to the strategic goals of the company, showcase its values and live its mission.
The brand took storytelling to the next level when they launched Employee Activate, to assist clients with developing employee advocacy programs that motivate employees to share the brand’s story. Employee Activate also gave LEWIS a way to strengthen their own team’s storytelling abilities and highlight their own, internal voices.
"From a content perspective it's critical to train your employees to be storytellers and build a content plan for them that is more human, yet aligned to the larger brand narrative," says Michael Brito, Head of US Digital Marketing at LEWIS.
• How to establish employee advocacy policies and workflows
• How to manage employee-driven content
• How to integrate stories across paid, earned and owned media
• How to define key performance indicators and measure success
Michael Brito is the Head of US Digital Marketing for LEWIS Global Communications. He is a published author, TEDx speaker, and an Adjunct Professor at San Jose State University. His latest book, “Participation Marketing: Unleashing Employees to Participate and be Brand Storytellers” is set to release in 2017.
Michael Brito - Why Social Business Adoption is Good For Marketing StrategyOpenKnowledge srl
In this session, attendees will learn how to leverage the fundamentals of social business adoption – people, process and platforms — to create better content, scalable communities, smarter marketing and more effective customer relationships.
Participation Marketing will convince business leaders to think hard about employee advocacy as a business strategy that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee engagement, retention, and increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant brand stories.
Transform your brand to a media company - Community Conference 2014Seismonaut
Content marketing expert Michael Brito, the author of the bestseller "Your Brand - The Next Media Company", was at Community Conference 2014 in Copenhagen on the 3rd of April speaking about the advantages of turning your brand into a media company.
This presentation talks about the b2b content marketing for manufacturers. The strategy, process and effective channels that a manufacturing company can implement to get most out of b2b content marketing.
Smart brands are activating employees to reach new audiences in social, extend the reach of organic content and humanize their brand. Many refer to this as employee advocacy. We call it employee storytelling and the reason is simple - employees tell better stories than you do. Their voices are trusted among their peers and they already participate in industry conversations with your customers.
In this presentation, learn why employee advocacy is a critical piece of your marketing stack, understand the data that proves this and find out how to develop a communications blueprint that will help launch an effective program.
For a full recording, visit www.lws.co/mile13
Code to Conversions_ Building Brands in the Digital Age.pdfLanceMariano1
The relationship between technology and branding has become increasingly intertwined in today’s fast-paced and ever-changing digital landscape. As businesses adapt to the digital age, they find themselves crafting and curating brand identities that resonate with a global audience, rather than just marketing products or services. This evolution highlights the power of technology and its collaboration with a digital agency in Brisbane to drive meaningful connections and measurable results for brands.
Enterprise Collaboration & Social Business MeasurementAmy Bishop
As major disruptions continue to force the business world to innovate and adapt like never before, social business is changing the way businesses communicate and engage with constituencies. Learn how to harness trends of the collaborative economy, big data and social business in the enterprise to inspire your teams to innovate and collaborate in a way that drives meaningful business value and tangible outcomes.
Presented at the PRSA 2013 International Conference on October 28, 2013 in Philadelphia.
Similar to Activating Employees to be Brand Storytellers (20)
A slide that segments the IT audience into smaller sub-groups of engineers, developers, CIO/CTO and security architects. This type of audience analysis is meant for B2B marketing.
This is a presentation that I did for the San Jose State University PRSSA chapter. It was all about student personal branding using social and digital channels.
SJSU
Multi-Segment Audience Intelligence is a data-informed methodology that dissects various online audiences in order to identify unique insights and audience whitespace.
Multi-Channel Media Intelligence is a methodology that dissects all media publications in order to uncover insights and identify market whitespace for public relations and media experts.
A quick audience analysis of those discussing topics related to digital transformation and the evolution of business in 2019.
#digitaltransformation #businesstransformation
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
This presentation was created by my daughter who's a senior in High School. This plan was prepared for her involvement in DECA, which prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. The Giving Keys staff was not involved in the preparation of this plan.
#IntegratedMarketing #thegivingkeys #digitalstrategy #deca
A presentation on audience and social data and how it can create brand relevance. #SMWTO - Social Media Week Toronto 2018.
- Social Media Marketing
- Social Media Strategy
- Brand Relevance
An eBook about B2B Influencer Marketing written by Michael Brito and Kriselle Laran that helps technology companies think strategically about activating influencers to tell the brand story.
Webinar slides from webinar with Crimson Hexagon. Topics covered were social listening, audience intelligence, paid social, influencer marketing and media relations.
Michael Brito inspires us to think critically about ourselves, our personal brand, and the legacy we want to leave in this digital age. What to do and not to do when building your personal brand. TedX Sonoma County.
According to new research from Domo and CEO.com, more business leaders than ever before are jumping into social media but they aren’t necessarily taking full advantage of these tools.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
1. Activating employees to
be brand storytellers.
Michael Brito, Head of Social Marketing
mbrito@w2ogroup.com
@Britopian
2. Humans trust humans; and they spend a lot of time online
talking about stuff
EMPLOYEES
(EXECS, SUBJECT MATTER EXPERTS, AMBASSADORS)
92%of people say that
peer recommendations
are their most credible
source of brand
information
of people find "people like
yourself & employees of a
company” credible and
trust worthy when
seeking information about
a product or a brand
67%of business pros & ITDMS
participate and engage
with colleagues and peers
within social media
65%
Britopian
3. Innovative companies are activating their employees to be
brand storytellers
Smart brands are using these
insights and turning employees
into advocates through programs
and empowering them to share
and tell stories that deepen brand
affinity, influence their peers
and activate sales.
Britopian
4. Why? Because there are new business requirements that
brands must consider to stay relevant
TODAY’SNEWENVIRONMENT
REQUIREMENTS
INTERNAL EXTERNAL
MANAGE MORE
EFFICIENT AND
EFFECTIVE
INFORMATION
MANAGEMENT
PROCESSES
Harness the massive
amount of available content
and data to rethink and re-
equip business operations.
ENGAGE IN A MULTI-
STAKEHOLDER
CONVERSATION
Use new mediums to
communicate with a wider,
multi-faced set of
stakeholders
INNOVATE AT FASTER
SPEEDS
Focus business efforts on
innovation rather than
continued improvement in
order to stay relevant
HUMANIZE YOUR BRAND In a world where marketing
is driven by data and
content, brands must learn
to communicate with
emotion
EMPOWER EMPLOYEES Equip employees with the
right content at the right time
in order to increase brand
impact
EMBRACE THE RISE OF
THE INDIVIDUAL
Whether you are a B2B or
B2C company it’s important
to remember “people buy
from people.” It’s vital to
sync the internal with the
external
Britopian
5. Employee advocacy is critical for sales, marketing and overall
business objectives
DRIVE
BRAND AWARENESS
CHANGE
BRAND PERCEPTION
SOLVE
CUSTOMER
SUPPORT ISSUES
EDUCATE
EXISTING CUSTOMERS
PROVIDE
INSIGHTS FOR
INNOVATION
INFLUENCE
PEERS
TO BUY
FILL
THE SALES PIPELINE
Britopian
6. There must be a two-way value proposition when building
employee programs
What’s in it for your
BRAND?
Content creation
Reach new audiences w/trusted,
branded content
Trusted source for
insights and feedback
Promote / Defend Brand
What’s in it for your
EMPLOYEES?
Employee engagement
Internal “rock star” recognition
Access to exclusive content
Platform for sharing thoughts
with the wider audience
Thought leadership
Britopian
7. Employee advocacy falls into two broader programmatic
categories
BRAND AMPLIFICATION (SHARE-DRIVEN)
This program involves sharing “branded” messages and content with employees
so that they can “re-share” the content within their personal social media channels.
Content can be customized and/or changed by participating advocates and usually
managed by a central marketing organization.
BRAND JOURNALISM (CONTENT-DRIVEN)
This program involves mobilizing employees to tell stories (usually long form) that
are published on a corporate site/blog, the LinkedIn blogging network or a media
site. It can also involves employees sharing and amplifying other employee
stories/content.
1
2
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8. Best Buy employee brand amplification program
The Tech Heroes program was designed
for all employees with phase focusing
solely on corporate employees.
The WCG team assists in creating
“employee campaigns” aligned to various
marketing campaigns that live within the
Best Buy intranet for external sharing.
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9. Coca Cola employee-influencer brand journalism program
The Coca Cola Journey site
launched in 2013 with a focus
on telling stories related to
business, innovation, music,
sustainability and other topics.
Contributors to the site include
employees, customers and
influencers and it’s powered by
the Contently platform.
Conversations from Coca cola
Journey are aggregated using
the #CokeJourney hashtag.
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10. Blended employee and customer programs can deliver
maximum results within B2B communities
Internal Internal
Proactive employee
advocacy community that
shares and engages with
external audiences
Internal External
Enabled employees communicate meaningful messages externally
with customers and partners resulting in trustworthy relationships.
Healthy and proactive communities
create their own conversations
resulting in advocacy.
Internal External
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12. Strategic approach for planning and deploying employee
advocacy programs
PLAN IDENTIFY
AMPLIFY AMPLIFY
PLAN IDENTIFY
AMPLIFY ACTIVATE
Plan and define programmatic elements of the
program i.e. goals & objectives, selection criteria,
stakeholder collaboration, technology selection.
Identify and train employees based on specific job
roles and/or varying levels of participation.
Activate employees with strategic calls to action; and
enable them to participate quickly and easy through
smart technology deployment.
Amplify employee-generated conversations to other
participants; and also through various PESO (paid,
earned, shared, owned) activations.
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13. Define the guiding principles starting with the employee
experience
Delivering an amazing employee experience should be the focal
point of all programs and activations. Making that experience
memorable; and more importantly, convenient for employees to
share content is critical.
The content itself must not only focus on brand storytelling but
also be relevant to the brand, product or business priority. It should
resonate with what employees care about and align with their
passions.
In order to determine success of employee programs, there must
be a measurement framework establishing what KPIs and what
determine success. Hint. It’s not just about about relationships.
employee
experience
brand
storytelling
measurement
framework
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14. Collaborate, plan and document an operational plan
Goals & Objectives: What does the brand want to achieve?
What business/marketing outcomes are expected?
Program Logistics: Who owns the program and what
dependencies are needed to ensure success?
Selection Criteria: How are employees selected to
participate? What’s the plan to scale participation? Where
do they participate – owned channels, branded channels?
Training: Is there training prepared for employees at
different proficiency levels? What’s the plan to scale
globally?
Technology: What technology platform will be used to scale
the program i.e. language translation, rewards/badging,
mobile integration, ease of use functionality.
Marketing: What’s the name for the program (internally &
externally)? Will it be branded externally?
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15. Find and recruit socially active employees and executives and
build custom training for each group
CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONTENT
CREATORS
CONVERSATIONALIST
LISTENERS
Low
Participation
High
Participation Create training curriculum with a focus on thought leadership,
long-form content, blogging, videos, podcasting and
webinars.
Create training curriculum with a focus on best practices of
community engagement and providing value-add content.
Create training curriculum with a focus on how to use tools
to listen to brand and industry related conversations.
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16. Activate employees with strategic “calls to action”
Ensure that employee content aligns (either directly
or indirectly) with the broader brand story, industry
topic discussion, event or initiative.
Build editorial calendar so that content can be
planned in advance and aligned with other
initiatives in market. Content should be anchored in
one or more of the following core values – utility,
education, entertainment, access, emotion,
exclusivity, information and promotions.
Enable participation through smart technology
deployments (make it EASY for employees to
participate). Mobile integration is critical for
adoption and growth.
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17. Amplify employee-generated storyteling through converged
media integration
Sponsorships
Display Advertising / Search
Paid Social Media
Content Syndication
Publicity
Influencer Marketing
Blogger Engagement
Media Relations
Corporate Websites
Blogs / Newsrooms
Mobile Experience
Webinars / Whitepapers
Social Media Engagement
Social “Creative” Content
User Generated Content
Community Management
PAID
MEDIA
EARNED
MEDIA
SHARED
MEDIA
OWNED
MEDIA
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18. An example customer journey
Customer Behavior Content Type Employee Interaction
AWARENESS
CONSIDERATION
SALES
LOYALTY
Google Search (unbranded,
industry term)
Industry related technology
discussion (i.e. data center,
networking, servers)
Technology discussion within the
blog post comments between
customer and blog post author.
Follow each other on Twitter and
continue the discussion there
Frequent sharing, retweeting
and commenting within
various social networks.
Subscribes to brand’s blog
feed
Branded white papers, blog posts
and other forms of thought
leadership
Continued dialogue with
employee about the benefits
with of using brand’s technology
solutions
Seeks validation from other,
3rd party, sources before
making purchase (i.e. asks
colleagues, Google search
for customer testimonials,
etc.)
Industry White papers &
Research Reports. Customer
related “guest” blog posts
and/or customer testimonials.
Brand’s thought leaders and
subject matter experts continue
to share content that adds value
to the technology conversation;
passes along conversation to
sales
Retweets and shares branded
content; contributes to
brand’s community and
industry blog
Branded white papers, blog
posts and other forms of
thought leadership to include
support related material
Employees Retweet and share
content from customers; engage
openly and in public about the
brand’s technology solution
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19. Let us help you activate
your employees.
Michael Brito, Head of Social Marketing
mbrito@w2ogroup.com