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![@Carlos_Abler
Q A, B, Q C, D, Q E, F, Q G, ,,,
Visions and Roadmaps for Content/Engagement, Customer Platform and Human Resource Requirements
Deploy,
optimize,
iterate.
Walk and
run
states.
INFORMED
Engagement-Tech
Requirements
INFORMED Content
and application initiative
finalization and
production
requirements.
INFORMED
strategic plans
and further
opportunity
extraction.
Iterate Content-Product, Engagement-Tech and Organization vision.Start human resource plan
Segment and
portfolio-level
workshops to
develop
preliminary
engagement
plans. Informs
opps. plan
Engagement-
Tech focused
workshops.
Engagement-
tech vision and
Roadmap.
Content-Product
and Engagement-
Vision and Road-
map workshops.
Title
[Stakeholders identified]
• Activities
• Activities](https://image.slidesharecdn.com/enterprisecontentwebinarmarch2016slidesv4-160323194355/85/How-to-Launch-an-Enterprise-Wide-Content-Strategy-55-320.jpg)
Uploaded byMarissa Jambrone
How to Launch an Enterprise-Wide Content Strategy
The document outlines a webinar discussing the implementation of an enterprise-wide content strategy, featuring insights from marketing leaders like Bernie Borges and Carlos Abler. It emphasizes the importance of cross-functional marketing, understanding audience demographics, and utilizing data for content relevance, while exploring case studies that highlight various strategies and outcomes in content engagement. Cision, the host, is described as a global media intelligence company focused on enhancing communications and marketing effectiveness.
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How to Launch an Enterprise-Wide Content Strategy
- 1. 3/23/16 How to Launchan Enterprise-Wide Content Strategy
- 2. Today’s Participation 2 • Duringtoday’s webinar, attendees will be in listen-only mode • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s session #CisionWebinar
- 3. 3 Bernie Borges CEO ofFind and Convert @BernieBorges Carlos Abler Leader of Content Marketing and Strategy at 3M @Carlos_Abler Caitlin Jamali Research Analyst, Cision Global Insights Today’s Presenters
- 4. How can brandsreach the right audience with the right message at the right time? 4
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- 6. @bernieborges 1. Corporate experience. 2.Agency experience. 3. Podcast interviewer.
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- 8. @bernieborges The Deck isStacked Against the Traditional Marketing Department.
- 9. @bernieborges Demands from theC-Suite to demonstrate ROI are at an all time high
- 10. @bernieborges Marketing is notthe sole responsibility of a traditional marketing department.
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- 14. @bernieborges Three characteristics to effectivestorytelling: 1. Authentic 2. Relevant 3. Actionable Storytelling
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- 17. @bernieborges It’s the roleof marketing to be part networker.
- 18. @bernieborges It’s the roleof marketing to be part detective.
- 19. @bernieborges It’s the roleof marketing to be part journalist.
- 20. @bernieborges The “Marketing isNot One Department” Mindset
- 21. How does anenterprise business roll out a successful content strategy? 21
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- 55. @Carlos_Abler Q A, B,Q C, D, Q E, F, Q G, ,,, Visions and Roadmaps for Content/Engagement, Customer Platform and Human Resource Requirements Deploy, optimize, iterate. Walk and run states. INFORMED Engagement-Tech Requirements INFORMED Content and application initiative finalization and production requirements. INFORMED strategic plans and further opportunity extraction. Iterate Content-Product, Engagement-Tech and Organization vision.Start human resource plan Segment and portfolio-level workshops to develop preliminary engagement plans. Informs opps. plan Engagement- Tech focused workshops. Engagement- tech vision and Roadmap. Content-Product and Engagement- Vision and Road- map workshops. Title [Stakeholders identified] • Activities • Activities
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- 57. Understanding Your Audienceand Developing Relevant Content 57
- 58. 58 • Curate basedon: – Demographic / psychographic profile – Mindsets/Personas – Influence, Klout – Purchase Funnel – Key Stakeholders (investors, employees, partners) • Focus groups for product lines – Consumer, B2B, specific lines – Focus groups for audiences – investors, moms, students – Focus groups for PR/AR/IR – high-reach pubs, key commentators • Examine Key Groups in aggregate • Create and amplify relevant content Understanding your target audience (digital ethnographies)
- 59. 59 Case Study: DigitalEthnography on Moms Moms’ technology use and opinions were driven by how it benefits her family or makes her life easier. • How were moms using technology? (entertainment vs. function) • What apps were most popular and why? • Intersection of parenting and technology
- 60. 60 • Insights basedon integrated data sets (e.g. traditional and social media channels) • Findings that connect the findings from multiple research modalities Tying multiple sources of data together to understand the big picture
- 61. 61 Case Study: IntegratingBusiness Data A brand’s offer enrollment data was analyzed in conjunction with social discussion about each of the offers for a more comprehensive view of the initiative. • In most cases, buzz ranking aligned with enrollment ranking; cases where that pattern did not persist may indicate that the audience enrolling for certain types of offers were more or less active in social. • Assessment of the types of offers that were most popular (i.e. entertainment vs. technology). • Did the merchants participate to help boost participation?
- 62. 62 Using social toaugment/align with brand tracking data Traditional survey-based trackers allow a consistent framework to monitor brand health… Positive Neutral Negative Over a 20 week period …while online listening provides a means to observe how brands are being talked about in an unfiltered environment When paired together, this ‘unfiltered’ consumer voice uncovers emerging issues not ‘asked’ about in survey research, and can also serve as a diagnostic tool bringing in an additional layer of depth.
- 63. 63 Case Study: BrandHealth Tracking Traditional survey data noted a lift in NPS, which social insights helped explain. • What topics are driving positive discussion for the brand? Are they related to an event? • Is the conversation organic? Or are consumers reposting content? • Is there a related hashtag? Did it surface organically or is it tied to the brand?
- 64. Purchase Decision 64 Leveraging segmentations andcustomer journey frameworks to analyze what triggers move someone through the path to purchase. • Brand health attributes • Decision journey • Audience segmentations • Behavioral segments • Media Channels • Product categories • Reputation drivers • Card Members, Cardholders and Prospects • Life stages • Passions (sports, reading, fitness, gardening, etc.) • Mindsets • Seasons • Holidays • Purchase channel • Purchase categories (restaurants, shopping, donation, travel) • Advertising spots Awareness Purchase Evaluation Consideration Competitive Evaluation Customer Decision Journey
- 65. 65 Case Study: Aninsurance company would like to understand how prospects and customers discuss the purchase of long-term care insurance Key Findings: • Seeking/Exploring consumers were driven toward LTCi because of personal experience with a loved one or by advice from an advisor. Planning consumers were looking for more information and reached out to others on forums for advice. When in the Shopping/Buying stage, consumers were looking for reassurance that they were making a sound decision. • Aside from personal experience with a family member, a life event such as a marriage or the birth of a child triggered LTCi discussion. Advice from financial planners also played a role. • Some consumers who were early on their path to purchase were seeking information about costs and advice about companies. As consumers moved along in the process, some had specific questions about premiums and coverage and turned to people who had already purchased to get answers. • For some, LTCi seemed like a risky purchase if they wound up never needing long-term care. For those who were in the early stages of purchase, the intricacies of some policies were confusing.
- 66. Understand linkages betweenearned media and social Social analysis helps to demonstrate impact of news on perceptions and behaviors. See. What content is your target audience seeing? Act. What content prompts engagement? Say. What content drives discussion? What are people saying? Think. What do people think about the content they’ve seen? How does it impact perceptions? Do. What will people do/what have they done in response to what they’ve seen?
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- 68. Questions & Answers 68 Pleaseenter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
- 69. Thank you forattending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 69 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China