deploying social media for brand storytelling & customer engagement

DEPLOYING SOCIAL MEDIA FOR BRAND STORYTELLING & CUSTOMER ENGAGEMENT

Michael BritoHead of Social Strategy, WCG

BARRIERS TO REACHING YOUR BRAND’S AUDIENCE ONLINE

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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. 1

2THERE IS AN ATTENTION DEFICITMost can barely consume—much less comprehend—285 pieces of content in a day. Multitasking and multiple devices is a cultural norm.

3TUNNEL VISION IS A REQUIREMENTWe only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.

4Most of us embark on an open-ended purchase path, and our content consumption patterns change daily.

THE CUSTOMER JOURNEY IS UNPREDICTABLE

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%

of marketers say that their biggest challenge with content is "creating original content," and that they don't have enough time to do it

78%

of marketers do not have a documented content strategy.

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An Analytics-Driven Content Solution

CaaSC O N T E N T A S A S E R V I C E

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CAAS IS AN ANALYTICS APPROACH THAT HELPS BRANDS BECOME EFFECTIVE PUBLISHERS

Social Narrative Development

Social Channel Strategy

Content Performance &

Analysis

ParticipatoryStorytelling

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.

Craft an operational framework that facilitates the evolution into a content organization.

ANALYTICS & RESEARCH

Content Operational Framework

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“After nourishment, shelter and companionship, stories are the thing we need most in the world.” ― Philip Pullman

THE FOUNDATION OF A SOCIAL NARRATIVE IS BASED ON RESEARCH AND ANALYTICS


NARRATIVE REQUIREMENTS

Social Graphics Content Gap AnalysisInfluencer Muse/Meme 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.

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CREATE AN EDITORIAL/CREATIVE FRAMEWORK ALIGNED TO AUDIENCE AND MARKET INSIGHTS


Data & Insights

Strategic & Creative Framework

The brand is the heroof the story

The brand is a characterin 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

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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

CONTENT AND STORYTELLING SHOULD BE ANCHORED IN THESE 8 CORE VALUES

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Content isn’t king. The right content, at the right time, in the right channel, to the right customer is royalty!


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.

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.

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.

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Branded Content,

Promotions

Employee Stories & Interviews

Third-Party Stories About

the Brand

Lifestyle Content

Real-time or Agile Content

Customer Stories

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.

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BUILD CONVERGED MEDIA MODELS ACROSS PESO – PAID, EARNED, SHARED & OWNED MEDIA

EARNED MEDIAMedia relations, Influencer engagementWord-of-mouth

SHARED MEDIASocial media channel strategyCommunity managementSocial content creation

Experiences

Content

Engagement

SH

AR

AB

LE

ST

OR

IES

PAID MEDIAAMPLIFICATION

Content syndication Native advertising

SearchSocial paid

OWNED MEDIABrand website/newsroomCampaign micrositeMobile apps

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DELIVER REAL-TIME CONTENT WHEN THE RIGHT AUDIENCE IS PAYING ATTENTION

AgileContent

Brand AlignmentRelevant to current

brand positioning

Audience PassionBased on targeted segmentation

Trending Conversation

Within a very targeted segment

Creative Production

Targeted Listening

Audience Segmentation

Agile Content

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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)


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% of business pros participate and engage with colleagues and peers within social media

65%

PARTICIPATORY STORYTELLING IS BRAND ADVOCACY ON STEROIDSBrand advocates are trusted and found credible by others when seeking brand or product-related information.

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LEVERAGING INFLUENCE ACROSS THE DIGITAL ECOSYSTEM

• Reflects what customers read, search and discover online every day

• Important to listen, engage and provide unique experiences

Enthusiasts

90% Listen and Learn

ninety %

Influencers

• Top opinion leaders – 1% or less who drive the ideas that fuel conversation share

• Important to focus content and relationships here

1% of People Create Content

nine %

Advocates

• People who carry the message, and where top influencers source ideas

• Important to surround sound with paid + earned media

9% Share and Repackage

one %

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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.

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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?”


Source: Contently

90%of marketers expressed uncertainty that their key

content metrics are effective in measuring

business results.

CONFIDENCE IS EXTREMELY LOW IN MEASURING CONTENT PERFORMANCEOnly nine percent of marketers said they are very confident their key metrics are effective in measuring business results.

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DETERMINE THE RIGHT SCORING SYSTEM FOR BRANDED CONTENTBuild an analytics infrastructure that identifies performance benchmarks and improves content over time.

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.

Content Gathering Content Processing Content Scoring

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Continuous storytelling implies that there is an operational framework in place to keep the content engine going day in and day out.


BUILD A NEWSROOM ORGANIZATION THAT ALIGNS INTERNAL RESOURCES AND WORKSTREAMSStart with identifying the roles and responsibilities with internal stakeholders and agency partners.

Content Strategy CONTENT AGENCY(PR/Social/Digital)

BRAND AGENCY PARTNERS

Leads community; drives brand strategy, analytics and publishing

Develops brand narrative, leads content strategy and development

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

CREATIVE AGENCY MEDIA BUYING AGENCY

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ESTABLISH A “CENTRALIZED” EDITORIAL CONTENT TEAM AND FUNCTION

COE B

C

A

M

B

C

A

M

B Brand, Business Unit, Region

M Media Agency

Creative/Ad Agency

C Content/PR Agency

A

Develop Content Strategy

Scale Content Globally

Source Technology Vendors

Content Governance

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COE

ENSURE EDITORIAL INTEGRATION WITH REGIONAL TEAMS AND BUSINESS UNITS

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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 PLANNINGIdeation and planning of drumbeat or campaign-

related content

CONTENT CREATIONCreating original content or

curating content from relevant third parties

CONTENT APPROVALSApprovals from brand and

legal teams and other stakeholders

CONTENT DISTRIBUTIONThe execution and posting

of content within digital channels

CONTENT INTEGRATIONIntegrating content across

PESO (paid, earned, shared & owned)

CONTENT SCORINGScoring content based on

type, distribution and engagement

Content performance and effectiveness informs future

content planning

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DETERMINE THE RIGHT TECHNOLOGY STACK TO ADDRESS YOUR BUSINESS NEEDS

Editorial Planning

Content Marketing & Publishing

Social CRM & Listening

Advocacy Platforms

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THANK YOUMichael BritoHead of Social [email protected]