Multichannel content strategy globally and locally

Content strategy seminarSisltstrategian superpiv26.11.2015#superpiv

Multichannel content strategy globally and locally

Metso MetsoDate Author Title2

At MetsoDigital Communications Manager, Customer and Marketing Operations units Global Communications team BeforeUniversity of Helsinki, Imperial College LondonTEM, Nokia, Cision

Kaisa Leinonen

INTERNAL

Metso Metso

Our mission is to contribute to a more sustainable world by helping our customers process natural resources and recycle materials into valuable products Metso MetsoThe Metso Way | April 20153

Metso Metso

Metso Metso

3

Metso Metso4

Click the icon to view the film on www.youtube.com/metsoworld

Metso Metso

Metso Metsohttps://www.youtube.com/watch?v=cROoEv7ROho

4

Metso locations

We are where our customers areEnsuring easy reach and prompt service

The Metso Way | April 20155

Operations in 50 countries > 90 service centers~7,000 service expertsDeliveries to > 150 countries

14,000 employees representing 80 nationalities

Metso Metso

5

9 tipsIts a journeyDate Author Title

6

Metso Metso

Our Webbify project

7MVP=Minimum viable product

MVPJAN 2015

originalmetso.com

ShowroomRenewal project CLOSEQ1/2015Limited content/functionalitynewmetso.comglobal industry sitesCorporate,Finland sitesFollow-on projects (country sites, local Showrooms blogs etc.)

Further development

Metso MetsoDate Author Title8Kaisa Leinonen1. Starts with digital or with web, but must go multichannel2. Define what you mean by content strategy3. Its about your customer4. Its a process and it requires work or its not a content strategy5. Designer is your best friend6. Youll find jewels and some ugly stuff7. Go glocal - and its systems thinking 8. There is a tipping point9. It will evolve

Metso Metso

Metso MetsoDate Author Title

91. Starts with digital or with web, but must go multichannel

Metso MetsoDate Author Title

Best results achieved if you can include or link to other key channelsSame content in different formats, distributed via various channels10INTERNAL

Metso Metso2. Define what you mean by content strategy

Date Author Title

11

Metso MetsoDate Author Title

Review which model works best for you or develop your ownEvery organization is different and so is their content strategy tooShould be an agreement (project team and stakeholders)Communicate, share and discuss!Ask 10 people what is a content strategyVarious options

12INTERNAL

Visit http://contentstrategy.com/ for examples.

Metso MetsoDate Author Title

133. Its about customer

Metso MetsoDate Author Title14Journey?Experience?

Metso Metso

Metso Metso4. Its a process, it requires work or its not a content strategy

Date Author Title

15

Metso MetsoFramework: four content work phases with key actions, meetings structure Date Author TitleKaisa Leinonen16FRAMEWORK: CORE TEAMCONTENT TRACK LEADERSSUB GROUP LEADERSFOUR CONTENT PHASES: CONTENT OWNERS AND EDITORS/WORK GROUPS, SUPPORTEDBY CONTENT TRACK LEADERS

MEETINGS STRUCTUREWorkGroupsInfo & BriefPlanning 1.Planning 2.Review

Metso Metso

16

5. Designer is your best friend

Date Author Title

17

Metso MetsoDate Author Title

Work in close co-operation, its team workBuild this co-operation into your project team and project management modelDynamic, modular what does it mean for content?

Devil is in the detailDesign principles = good content

18INTERNAL

Metso Metso6. Youll find jewels and some ugly stuff

Date Author Title

19

Metso MetsoDate Author Title

Amount of work required from all partiesListen and learn, be ready to change and adapt your plansMay reveal other gaps10+ new follow-up projectsListen and learnYoull be challenged

20INTERNAL

Metso MetsoDate Author Title

217. Go glocal - and its systems thinking

Metso MetsoDate Author Title

Every global content decision will impact language and country sites work laterIf you are planning to do country sites ideally start content strategy work during the global planningDraw your system/model (review and change)Think multichannelOptimize content usage and distributionGlobal-local planning

22INTERNAL

Metso Metso8. There is a tipping point

Date Author Title

23(First version launched)

Metso Metso

The Metso Way | May 2015

Video: Visit metso.com - 24/7 access to Metso knowledgehttps://www.youtube.com/watch?v=RuA9fqCXBTY

Metso Metso https://www.youtube.com/watch?v=RuA9fqCXBTY

24

9. It will evolve

Date Author Title

25

Metso Metso

Our Webbify project

26MVP=Minimum viable product

MVPJAN 2015

originalmetso.com

ShowroomRenewal project CLOSEQ1/2015Limited content/functionalitynewmetso.comglobal industry sitesCorporate,Finland sitesFollow-on projects (more country sites, local Showrooms blogs etc.)

Further development

Metso MetsoDate Author Title27

Thank you

Metso Metso

Metso Metso

company/metsometsogroupmetsoworldmetsoworldmetsogroupwww.metso.com

Metso Metso