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DEPLOYING SOCIAL MEDIA FOR BRAND 
STORYTELLING & CUSTOMER ENGAGEMENT 
Michael Brito 
Head of Social Strategy, WCG
FOUR 
BARRIERS TO REACHING YOUR 
BRAND’S AUDIENCE ONLINE 
@ B R I T O P I A 
N
THERE IS A CONTENT 
& MEDIA SURPLUS 
Content is omnipresent. There are no shortages of devices either. 
Everyone is a content creator, which adds to the noise.
THERE IS AN 
ATTENTION DEFICIT 
Most can barely consume—much less comprehend—285 pieces of 
content in a day. Multitasking and multiple devices is a cultural norm.
TUNNEL VISION IS A 
REQUIREMENT 
We only want to consume content relevant to us at a very 
specific moment in time. Tunnel vision helps us do that.
THE CUSTOMER JOURNEY 
IS UNPREDICTABLE 
Most of us embark on an open-ended purchase path, and our 
content consumption patterns change daily.
CREATING AND MANAGING CONTENT IS A CHALLENGE FOR 
MOST BRANDS 
2013 CONTENT MARKETING BENCHMARKS, 
CONTENT MARKETING INSTITUTE 
% of respondents 
Producing Enough Content 64% 
Producing Content That Engages 52% 
Producing a Variety of Content 45% 
Lack of Budget 39% 
Inability to Measure Content 33% 
Lack of Knowledge, Training 26% 
Lack of Integration 25% 
Lack of Buy-in, Vision 22% 
Finding Trained Content Marketers 14% 
78% 
of marketers say that their biggest 
challenge with content is "creating 
original content," and that they 
don't have enough time to do it 
44% 
of marketers do not have a 
documented content strategy. 
@ B R I T O P I A 
N
An Analytics-Driven Content Solution 
C O N T E N T A S A S E R V I C E 
@ B R I T O P I A 
N
CAAS IS AN ANALYTICS APPROACH THAT HELPS BRANDS 
BECOME EFFECTIVE PUBLISHERS 
Social Narrative 
Development 
ANALYTICS & RESEARCH 
Social Channel 
Strategy 
Content 
Performance & 
Analysis 
Participatory 
Storytelling 
Develop a story that breaks 
through the clutter, is relevant 
to a specific audience and 
delivers brand value. 
Deliver a global social media 
channel strategy based on 
audience segmentation and 
native platform capabilities 
and functionality. 
Empower, train and mobilize 
brand advocates 
(employees/customers) to 
participate and tell the brand 
story. 
Build an analytics 
infrastructure that tracks 
content through the lifecycle 
and informs future content 
creation. 
Content Operational Framework 
Craft an operational framework that facilitates the evolution into a content organization. 
@ B R I T O P I A 
N
Social Narrative Development 
“After nourishment, shelter and companionship, 
stories are the thing we need most in the world.” ― Philip Pullman
Social Narrative Development 
THE FOUNDATION OF A SOCIAL NARRATIVE IS BASED ON 
RESEARCH AND ANALYTICS 
NARRATIVE REQUIREMENTS 
1 2 3 4 
Social Graphics Influencer Muse/Meme Content Gap Analysis Search Insights 
Your audience, 
categorized. By looking at 
what your audience 
members follow, share 
and discuss, we group 
them by interest and 
passion. 
We examine influential 
conversations about a 
topic or brand and 
compare it to what a brand 
is sharing online; the gaps 
that emerge are the 
brand’s new areas of 
focus. 
A ranked list of the top 50 
people who are driving the 
conversation about a given 
topic, industry or brand. 
This is the digital 1%. The 
Muse tells us where they 
get their inspiration. 
A broad analysis that 
examines the search 
volume and frequency of 
certain topics, keywords 
and industries. 
@ B R I T O P I A 
N
Social Narrative Development 
CREATE AN EDITORIAL/CREATIVE FRAMEWORK ALIGNED TO 
AUDIENCE AND MARKET INSIGHTS 
Data & Insights 
Strategic & Creative Framework 
The brand is the hero 
of the story 
The brand is a character 
in a story 
The brand comments 
on a story 
Data & insights extracted from 
the analytics will be used to 
inform a strategic framework or 
a creative platform. 
The strategic framework will 
inform all content creation and 
creative assets. 
An editorial and creative 
framework that categorizes 
content based on guidelines and 
the brand criteria. 
Content & Creative 
@ B R I T O P I A 
N
Social Narrative Development 
CONTENT AND STORYTELLING SHOULD BE ANCHORED IN 
THESE 8 CORE VALUES 
UTLITY 
Helps me “do” 
something or solves 
a problem 
EDUCATION 
Makes me smarter 
about a topic or 
subject 
ENTERTAINMENT 
Makes me laugh; 
inspires me to be 
happy 
ACCESS 
Connects me to 
others that share the 
same passions 
EMOTION 
Elicits a passionate 
reaction that 
empowers me 
EXCLUSIVITY 
Makes me feel 
special and 
emotionally vested 
INFORMATION 
Gives me current 
news, views and 
insider information 
FINANCIAL 
Provides sales, 
rebates and product-related 
promotions 
@ B R I T O P I A 
N
Social Channel Strategy 
Content isn’t king. The right content, at the right time, in the right channel, 
to the right customer is royalty!
Social Channel Strategy 
PERFORM CHANNEL ANALYSIS THAT IDENTIFIES AUDIENCE 
BEHAVIOR AND CONTENT PERFORMANCE 
Facebook audience is 65% female; interested in technology and live in the US. Community 
engagement (vs. corporate announcements and other content) posts generate X% more 
engagement than the average content, but account for only X% of posts. 
Twitter audience is 80% male; interested in sports and music and most live in the US. Followers 
engage mostly with product-related content, but they make up only X% of branded tweets. 
Corporate news garners little engagement but make up 85% of branded tweets. 
YouTube audience is 70% male; interested in extreme sports and most live in the US. Thirty-second 
videos generate 15 times the engagement and impressions, but 75% of branded videos 
are longer than 1 minute. 
@ B R I T O P I A 
N
Social Channel Strategy 
ALIGN CONTENT WITH DIGITAL CHANNELS BASED ON 
FINDINGS FROM CHANNEL ANALYSIS 
Prioritize and map storytelling initiatives to specific digital channels based on audience segmentation, 
scorecard analysis, campaign programming and brand priorities. 
Branded 
Content, 
Promotions 
Employee 
Stories & 
Interviews 
Third-Party 
Stories About 
the Brand 
Lifestyle 
Content 
Real-time or 
Agile Content 
Customer 
Stories 
@ B R I T O P I A 
N
Social Channel Strategy 
BUILD CONVERGED MEDIA MODELS ACROSS PESO – PAID, 
EARNED, SHARED & OWNED MEDIA 
EARNED MEDIA 
Media relations, 
Influencer engagement 
Word-of-mouth 
SHARED MEDIA 
Social media channel strategy 
Community management 
Social content creation 
Engagement 
Content 
Experiences 
SHARABLE STORIES 
PAID MEDIA 
AMPLIFICATION 
Content syndication 
Native advertising 
Search 
Social paid 
OWNED MEDIA 
Brand website/newsroom 
Campaign microsite 
Mobile apps 
@ B R I T O P I A 
N
Social Channel Strategy 
DELIVER REAL-TIME CONTENT WHEN THE RIGHT AUDIENCE 
IS PAYING ATTENTION 
Brand Alignment 
Relevant to current 
brand positioning 
Agile 
Content 
Audience 
Passion 
Based on 
targeted 
segmentation 
Trending 
Conversation 
Within a very 
targeted 
segment 
Audience Segmentation 
Targeted Listening 
Creative Production 
Agile Content 
@ B R I T O P I A 
N
Social Channel Strategy 
Participatory Storytelling 
When it comes to trust and credibility, “people they know”, “consumer 
opinions online” and “colleagues and friends” rank the highest when consumers are 
seeking information about a brand or product (BCG)
Participatory Storytelling 
PARTICIPATORY STORYTELLING IS BRAND ADVOCACY ON 
STEROIDS 
Brand advocates are trusted and found credible by others when seeking brand or product-related information. 
of people find "people like 
yourself" and "employees 
of a company" credible 
and trustworthy when 
seeking information 
about a product or a 
brand 
92% 
of consumers say that peer 
recommendations are their 
most credible source of 
brand information 
67% 
65% 
of business pros 
participate and engage 
with colleagues and 
peers within social 
media 
@ B R I T O P I A 
N
Participatory Storytelling 
LEVERAGING INFLUENCE ACROSS THE DIGITAL ECOSYSTEM 
90% Listen and Learn 
ninety % 
Enthusiasts 
• Reflects what customers read, 
search and discover online 
every day 
• Important to listen, engage 
and provide unique 
experiences 
1% of People Create Content 
Influencers 
• Top opinion leaders – 1% or 
less who drive the ideas that 
fuel conversation share 
• Important to focus content and 
relationships here 
9% Share and Repackage 
nine % 
Advocates 
• People who carry the 
message, and where top 
influencers source ideas 
• Important to surround sound 
with paid + earned media 
one % 
@ B R I T O P I A 
N
Participatory Storytelling 
OPERATIONALIZING BRAND STORYTELLING USING EMPLOYEES, 
CUSTOMERS OR BOTH 
Content 
Alignment 
Technology 
Partner 
Distribution 
Strategy 
Align content shared with 
advocates within the existing 
editorial framework or 
campaign initiatives. 
Advocacy programs require a 
technology partner in order to 
scale. 
@ B R I T O P I A 
N
Content Performance & Analysis 
What used to be the “galvanizing idea,” which has always been the anchor in 
creative marketing programs, has now been replaced with “what does the data say?”
Content Performance & Analysis 
CONFIDENCE IS EXTREMELY LOW IN MEASURING CONTENT 
PERFORMANCE 
Only nine percent of marketers said they are very confident their key metrics are effective in measuring 
business results. 
Source: Contently 
90% 
of marketers expressed 
uncertainty that their key 
content metrics are 
effective in measuring 
business results. 
@ B R I T O P I A 
N
Content Performance & Analysis 
DETERMINE THE RIGHT SCORING SYSTEM FOR BRANDED 
CONTENT 
Build an analytics infrastructure that identifies performance benchmarks and improves content over time. 
Content Gathering Content Processing Content Scoring 
We collect all your content from its 
multiple platforms—even content 
shared across multiple platforms. 
All content is loaded into a custom 
database and scored. All possible 
variables (likes, shares, comments, 
clicks) are taken into consideration. 
Primary and secondary channels are 
weighted appropriately to their 
importance. 
Total post scores are the average of all 
possible channel variables (e.g., likes, 
shares, comments, clicks for Facebook). 
Each post’s score is a function of all content 
for the brand, rather than an isolated 
quantification. As such, engagement is a 
realistic reflection of your brand’s content. 
@ B R I T O P I A 
N
Content Operational Framework 
Continuous storytelling implies that there is an operational framework in place to 
keep the content engine going day in and day out.
Content Operational Framework 
BUILD A NEWSROOM ORGANIZATION THAT ALIGNS INTERNAL 
RESOURCES AND WORKSTREAMS 
Start with identifying the roles and responsibilities with internal stakeholders and agency partners. 
BRAND AGENCY PARTNERS 
Content Strategy 
CONTENT AGENCY 
(PR/Social/Digital) 
Leads community; drives 
brand strategy, analytics and 
publishing 
Develops brand narrative, leads 
content strategy and 
development 
CREATIVE AGENCY MEDIA BUYING AGENCY 
Develops brand and creative 
platform for large-scale 
productions 
Leads media planning and 
buying 
Content strategy, creative and 
media direction 
Community & brand 
engagement 
Converged media (PESO) 
buying and direction 
Creative content direction 
Content creation and production 
Content publishing 
Converged media planning 
Consumer insights research 
Brand creative direction 
Large-scale content production 
(TV, advertising, etc.) 
Media strategy 
Media buying 
Media partnerships & promotions 
@ B R I T O P I A 
N
Content Operational Framework 
ESTABLISH A “CENTRALIZED” EDITORIAL CONTENT TEAM 
AND FUNCTION 
Develop Content Strategy 
Scale Content Globally 
Source Technology Vendors 
COE B 
C 
A 
M 
B 
C 
A 
M 
B Brand, Business Unit, Region 
M Media Agency 
Creative/Ad Agency 
A 
C Content/PR Agency 
Content Governance 
@ B R I T O P I A 
N
Content Operational Framework 
ENSURE EDITORIAL INTEGRATION WITH REGIONAL TEAMS AND 
BUSINESS UNITS 
COE 
@ B R I T O P I A 
N
Content Operational Framework 
OPTIMIZE THE CONTENT SUPPLY CHAIN AND EDITORIAL 
WORKFLOWS 
Build workflows (for real-time and planned content) that control the planning, production and distribution of 
content based on roles and responsibilities of each stakeholder group. 
CONTENT PLANNING 
Ideation and planning of 
drumbeat or campaign-related 
content 
CONTENT CREATION 
Creating original content or 
curating content from 
relevant third parties 
CONTENT APPROVALS 
Approvals from brand and 
legal teams and other 
stakeholders 
CONTENT DISTRIBUTION 
The execution and posting 
of content within digital 
channels 
Content performance and 
effectiveness informs future 
CONTENT INTEGRATION 
Integrating content across 
PESO (paid, earned, shared 
& owned) 
content planning 
CONTENT SCORING 
Scoring content based on 
type, distribution and 
engagement 
@ B R I T O P I A 
N
Content Operational Framework 
DETERMINE THE RIGHT TECHNOLOGY STACK TO ADDRESS 
YOUR BUSINESS NEEDS 
Editorial 
Planning 
Content Marketing 
& Publishing 
Social CRM & 
Listening 
Advocacy 
Platforms 
@ B R I T O P I A 
N
THANK YOU 
Michael Brito 
Head of Social Strategy 
mbrito@wcgworld.com

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Deploying Social Media For Brand Storytelling & Customer Engagement

  • 1. DEPLOYING SOCIAL MEDIA FOR BRAND STORYTELLING & CUSTOMER ENGAGEMENT Michael Brito Head of Social Strategy, WCG
  • 2. FOUR BARRIERS TO REACHING YOUR BRAND’S AUDIENCE ONLINE @ B R I T O P I A N
  • 3. THERE IS A CONTENT & MEDIA SURPLUS Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise.
  • 4. THERE IS AN ATTENTION DEFICIT Most can barely consume—much less comprehend—285 pieces of content in a day. Multitasking and multiple devices is a cultural norm.
  • 5. TUNNEL VISION IS A REQUIREMENT We only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.
  • 6. THE CUSTOMER JOURNEY IS UNPREDICTABLE Most of us embark on an open-ended purchase path, and our content consumption patterns change daily.
  • 7. CREATING AND MANAGING CONTENT IS A CHALLENGE FOR MOST BRANDS 2013 CONTENT MARKETING BENCHMARKS, CONTENT MARKETING INSTITUTE % of respondents Producing Enough Content 64% Producing Content That Engages 52% Producing a Variety of Content 45% Lack of Budget 39% Inability to Measure Content 33% Lack of Knowledge, Training 26% Lack of Integration 25% Lack of Buy-in, Vision 22% Finding Trained Content Marketers 14% 78% of marketers say that their biggest challenge with content is "creating original content," and that they don't have enough time to do it 44% of marketers do not have a documented content strategy. @ B R I T O P I A N
  • 8. An Analytics-Driven Content Solution C O N T E N T A S A S E R V I C E @ B R I T O P I A N
  • 9. CAAS IS AN ANALYTICS APPROACH THAT HELPS BRANDS BECOME EFFECTIVE PUBLISHERS Social Narrative Development ANALYTICS & RESEARCH Social Channel Strategy Content Performance & Analysis Participatory Storytelling Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value. Deliver a global social media channel strategy based on audience segmentation and native platform capabilities and functionality. Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story. Build an analytics infrastructure that tracks content through the lifecycle and informs future content creation. Content Operational Framework Craft an operational framework that facilitates the evolution into a content organization. @ B R I T O P I A N
  • 10. Social Narrative Development “After nourishment, shelter and companionship, stories are the thing we need most in the world.” ― Philip Pullman
  • 11. Social Narrative Development THE FOUNDATION OF A SOCIAL NARRATIVE IS BASED ON RESEARCH AND ANALYTICS NARRATIVE REQUIREMENTS 1 2 3 4 Social Graphics Influencer Muse/Meme Content Gap Analysis Search Insights Your audience, categorized. By looking at what your audience members follow, share and discuss, we group them by interest and passion. We examine influential conversations about a topic or brand and compare it to what a brand is sharing online; the gaps that emerge are the brand’s new areas of focus. A ranked list of the top 50 people who are driving the conversation about a given topic, industry or brand. This is the digital 1%. The Muse tells us where they get their inspiration. A broad analysis that examines the search volume and frequency of certain topics, keywords and industries. @ B R I T O P I A N
  • 12. Social Narrative Development CREATE AN EDITORIAL/CREATIVE FRAMEWORK ALIGNED TO AUDIENCE AND MARKET INSIGHTS Data & Insights Strategic & Creative Framework The brand is the hero of the story The brand is a character in a story The brand comments on a story Data & insights extracted from the analytics will be used to inform a strategic framework or a creative platform. The strategic framework will inform all content creation and creative assets. An editorial and creative framework that categorizes content based on guidelines and the brand criteria. Content & Creative @ B R I T O P I A N
  • 13. Social Narrative Development CONTENT AND STORYTELLING SHOULD BE ANCHORED IN THESE 8 CORE VALUES UTLITY Helps me “do” something or solves a problem EDUCATION Makes me smarter about a topic or subject ENTERTAINMENT Makes me laugh; inspires me to be happy ACCESS Connects me to others that share the same passions EMOTION Elicits a passionate reaction that empowers me EXCLUSIVITY Makes me feel special and emotionally vested INFORMATION Gives me current news, views and insider information FINANCIAL Provides sales, rebates and product-related promotions @ B R I T O P I A N
  • 14. Social Channel Strategy Content isn’t king. The right content, at the right time, in the right channel, to the right customer is royalty!
  • 15. Social Channel Strategy PERFORM CHANNEL ANALYSIS THAT IDENTIFIES AUDIENCE BEHAVIOR AND CONTENT PERFORMANCE Facebook audience is 65% female; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate X% more engagement than the average content, but account for only X% of posts. Twitter audience is 80% male; interested in sports and music and most live in the US. Followers engage mostly with product-related content, but they make up only X% of branded tweets. Corporate news garners little engagement but make up 85% of branded tweets. YouTube audience is 70% male; interested in extreme sports and most live in the US. Thirty-second videos generate 15 times the engagement and impressions, but 75% of branded videos are longer than 1 minute. @ B R I T O P I A N
  • 16. Social Channel Strategy ALIGN CONTENT WITH DIGITAL CHANNELS BASED ON FINDINGS FROM CHANNEL ANALYSIS Prioritize and map storytelling initiatives to specific digital channels based on audience segmentation, scorecard analysis, campaign programming and brand priorities. Branded Content, Promotions Employee Stories & Interviews Third-Party Stories About the Brand Lifestyle Content Real-time or Agile Content Customer Stories @ B R I T O P I A N
  • 17. Social Channel Strategy BUILD CONVERGED MEDIA MODELS ACROSS PESO – PAID, EARNED, SHARED & OWNED MEDIA EARNED MEDIA Media relations, Influencer engagement Word-of-mouth SHARED MEDIA Social media channel strategy Community management Social content creation Engagement Content Experiences SHARABLE STORIES PAID MEDIA AMPLIFICATION Content syndication Native advertising Search Social paid OWNED MEDIA Brand website/newsroom Campaign microsite Mobile apps @ B R I T O P I A N
  • 18. Social Channel Strategy DELIVER REAL-TIME CONTENT WHEN THE RIGHT AUDIENCE IS PAYING ATTENTION Brand Alignment Relevant to current brand positioning Agile Content Audience Passion Based on targeted segmentation Trending Conversation Within a very targeted segment Audience Segmentation Targeted Listening Creative Production Agile Content @ B R I T O P I A N
  • 19. Social Channel Strategy Participatory Storytelling When it comes to trust and credibility, “people they know”, “consumer opinions online” and “colleagues and friends” rank the highest when consumers are seeking information about a brand or product (BCG)
  • 20. Participatory Storytelling PARTICIPATORY STORYTELLING IS BRAND ADVOCACY ON STEROIDS Brand advocates are trusted and found credible by others when seeking brand or product-related information. of people find "people like yourself" and "employees of a company" credible and trustworthy when seeking information about a product or a brand 92% of consumers say that peer recommendations are their most credible source of brand information 67% 65% of business pros participate and engage with colleagues and peers within social media @ B R I T O P I A N
  • 21. Participatory Storytelling LEVERAGING INFLUENCE ACROSS THE DIGITAL ECOSYSTEM 90% Listen and Learn ninety % Enthusiasts • Reflects what customers read, search and discover online every day • Important to listen, engage and provide unique experiences 1% of People Create Content Influencers • Top opinion leaders – 1% or less who drive the ideas that fuel conversation share • Important to focus content and relationships here 9% Share and Repackage nine % Advocates • People who carry the message, and where top influencers source ideas • Important to surround sound with paid + earned media one % @ B R I T O P I A N
  • 22. Participatory Storytelling OPERATIONALIZING BRAND STORYTELLING USING EMPLOYEES, CUSTOMERS OR BOTH Content Alignment Technology Partner Distribution Strategy Align content shared with advocates within the existing editorial framework or campaign initiatives. Advocacy programs require a technology partner in order to scale. @ B R I T O P I A N
  • 23. Content Performance & Analysis What used to be the “galvanizing idea,” which has always been the anchor in creative marketing programs, has now been replaced with “what does the data say?”
  • 24. Content Performance & Analysis CONFIDENCE IS EXTREMELY LOW IN MEASURING CONTENT PERFORMANCE Only nine percent of marketers said they are very confident their key metrics are effective in measuring business results. Source: Contently 90% of marketers expressed uncertainty that their key content metrics are effective in measuring business results. @ B R I T O P I A N
  • 25. Content Performance & Analysis DETERMINE THE RIGHT SCORING SYSTEM FOR BRANDED CONTENT Build an analytics infrastructure that identifies performance benchmarks and improves content over time. Content Gathering Content Processing Content Scoring We collect all your content from its multiple platforms—even content shared across multiple platforms. All content is loaded into a custom database and scored. All possible variables (likes, shares, comments, clicks) are taken into consideration. Primary and secondary channels are weighted appropriately to their importance. Total post scores are the average of all possible channel variables (e.g., likes, shares, comments, clicks for Facebook). Each post’s score is a function of all content for the brand, rather than an isolated quantification. As such, engagement is a realistic reflection of your brand’s content. @ B R I T O P I A N
  • 26. Content Operational Framework Continuous storytelling implies that there is an operational framework in place to keep the content engine going day in and day out.
  • 27. Content Operational Framework BUILD A NEWSROOM ORGANIZATION THAT ALIGNS INTERNAL RESOURCES AND WORKSTREAMS Start with identifying the roles and responsibilities with internal stakeholders and agency partners. BRAND AGENCY PARTNERS Content Strategy CONTENT AGENCY (PR/Social/Digital) Leads community; drives brand strategy, analytics and publishing Develops brand narrative, leads content strategy and development CREATIVE AGENCY MEDIA BUYING AGENCY Develops brand and creative platform for large-scale productions Leads media planning and buying Content strategy, creative and media direction Community & brand engagement Converged media (PESO) buying and direction Creative content direction Content creation and production Content publishing Converged media planning Consumer insights research Brand creative direction Large-scale content production (TV, advertising, etc.) Media strategy Media buying Media partnerships & promotions @ B R I T O P I A N
  • 28. Content Operational Framework ESTABLISH A “CENTRALIZED” EDITORIAL CONTENT TEAM AND FUNCTION Develop Content Strategy Scale Content Globally Source Technology Vendors COE B C A M B C A M B Brand, Business Unit, Region M Media Agency Creative/Ad Agency A C Content/PR Agency Content Governance @ B R I T O P I A N
  • 29. Content Operational Framework ENSURE EDITORIAL INTEGRATION WITH REGIONAL TEAMS AND BUSINESS UNITS COE @ B R I T O P I A N
  • 30. Content Operational Framework OPTIMIZE THE CONTENT SUPPLY CHAIN AND EDITORIAL WORKFLOWS Build workflows (for real-time and planned content) that control the planning, production and distribution of content based on roles and responsibilities of each stakeholder group. CONTENT PLANNING Ideation and planning of drumbeat or campaign-related content CONTENT CREATION Creating original content or curating content from relevant third parties CONTENT APPROVALS Approvals from brand and legal teams and other stakeholders CONTENT DISTRIBUTION The execution and posting of content within digital channels Content performance and effectiveness informs future CONTENT INTEGRATION Integrating content across PESO (paid, earned, shared & owned) content planning CONTENT SCORING Scoring content based on type, distribution and engagement @ B R I T O P I A N
  • 31. Content Operational Framework DETERMINE THE RIGHT TECHNOLOGY STACK TO ADDRESS YOUR BUSINESS NEEDS Editorial Planning Content Marketing & Publishing Social CRM & Listening Advocacy Platforms @ B R I T O P I A N
  • 32. THANK YOU Michael Brito Head of Social Strategy mbrito@wcgworld.com