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MOBILIZING EMPLOYEES 
TO FEED THE CONTENT ENGINE 
Michael Brito 
Head of Social Strategy 
WCG, a W2O Group Company
FIRST SOME FACTS THAT WE ALL KNOW TO BE TRUE 
of people find "people like 
yourself" and "employees of a 
company” trustwo...
Smart brands are using 
these insights and turning 
employees into advocates through 
programs and empowering them to 
sha...
THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING 
EMPLOYEE ADVOCACY 
What’s in it for 
BRANDS? 
Content creation 
Influenc...
WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER 
BRAND STORY
CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS 
BECOME PUBLISHERS 
Social Narrative 
Development 
ANALYTICS & RESEARCH 
S...
PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO 
BECOME PUBLISHERS 
Social Narrative 
Development 
ANALYTICS & RESEAR...
THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS 
BRAND AMPLIFICATION 
This program involves sharing “branded” messages w...
ENSURE CONTENT STRATEGY ALIGNMENT 
MASTER BRAND POSITIONING 
SOCIAL NARRATIVE 
Telling your brand story so that it adds va...
CONTENT AND STORYTELLING SHOULD BE ANCHORED IN 
THESE 8 CORE VALUES 
UTLITY 
Helps me “do” 
something or solves 
a problem...
BUILD A NEWSROOM ORGANIZATION – 
PEOPLE, PROCESS, TECHNOLOGY
ESTABLISH A CENTRALIZED EDITORIAL TEAM 
Develop Content Strategy 
Scale Content Globally 
Source Technology Vendors 
COE B...
ASSIGN ROLES & RESPONSIBILITIES 
BRAND INTERNAL / EXTERNAL STAKEHOLDERS 
Content Strategy EMPLOYEES 
Leads community; driv...
ALIGN THE GLOBAL WORKFORCE 
GLOBAL 
EDITOR 
PEOPLE
TRAIN AND MOBILIZE EMPLOYEES 
Proficiency 
Level 
Activity Engagement Behaviors Tools/Technologies/Platforms 
Advanced 
Vi...
ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT 
THERE ARE TYPES 
OF CONTENT THAT 
PAY PUT A COMPANY 
OR EMPLOYEE AT 
RISK...
OPTIMIZE THE CONTENT SUPPLY CHAIN 
Push to content 
to paid 
promotion 
no 
yes 
Approved 
Content 
planning & 
brainstorm...
DEPLOY THE RIGHT TECHNOLOGY 
Platform Based 
Technology 
Community Based 
Technology 
TECHNOLOGY
COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY
PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY
OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT 
SOLUTIONS 
Editorial 
Planning 
Content Marketing 
& Publishing 
Social CR...
THANK YOU 
Want the slides? Email mbrito@wcgworld.com
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Mobilizing Employees to Feed the Content Engine

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A presentation I gave at the Employee Advocacy Summit in Atlanta #EASummit14

Publicada em: Marketing

Mobilizing Employees to Feed the Content Engine

  1. MOBILIZING EMPLOYEES TO FEED THE CONTENT ENGINE Michael Brito Head of Social Strategy WCG, a W2O Group Company
  2. FIRST SOME FACTS THAT WE ALL KNOW TO BE TRUE of people find "people like yourself" and "employees of a company” 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 People trust their peers. People talk to each other online. People find other people credible.
  3. Smart brands are using these insights and turning employees into advocates through programs and empowering them to share and create long and short form stories that deepen brand affinity and influence others.
  4. THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING EMPLOYEE ADVOCACY What’s in it for BRANDS? Content creation Influencing others Increasing morale Innovation What’s in it for EMPLOYEES? Internal “rock star” recognition Access to exclusive content Platform for sharing thoughts with the wider audience Thought leadership
  5. WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER BRAND STORY
  6. CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS BECOME 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.
  7. PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO BECOME 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.
  8. THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS BRAND AMPLIFICATION This program involves sharing “branded” messages with advocates so that they can “re-share” the content within their own social media channels. BRAND JOURNALISM This program involves training and mobilizing advocates to tell stories that would be published on a corporate blog, LinkedIn blogging network or a media site. It also involves employees sharing and amplifying other employee stories/content. 1 2
  9. ENSURE CONTENT STRATEGY ALIGNMENT MASTER BRAND POSITIONING SOCIAL NARRATIVE Telling your brand story so that it adds value to your customers. BRAND EMPLOYEES CUSTOMERS Branded Content, Promotions, Product Lifestyle Content 3rd Party Stories About the Brand Real-time or Agile Content Cultural, CSR related content
  10. 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 Current news, views and insider information PROMOTIONS Give me rebates and product related promotions
  11. BUILD A NEWSROOM ORGANIZATION – PEOPLE, PROCESS, TECHNOLOGY
  12. ESTABLISH A CENTRALIZED EDITORIAL TEAM 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 PEOPLE
  13. ASSIGN ROLES & RESPONSIBILITIES BRAND INTERNAL / EXTERNAL STAKEHOLDERS Content Strategy EMPLOYEES Leads community; drives brand strategy, analytics and publishing Participates in brand storytelling and campaign initiatives Develops brand narrative, leads content strategy and development Develops brand and creative platform for large-scale productions Content strategy, creative and media direction Community & brand engagement Converged media (PESO) buying and direction Amplifies branded content Creates original content Shares and amplifies other employees’ content 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.) CONTENT AGENCY (PR/Social/Digital) CREATIVE AGENCY PEOPLE
  14. ALIGN THE GLOBAL WORKFORCE GLOBAL EDITOR PEOPLE
  15. TRAIN AND MOBILIZE EMPLOYEES Proficiency Level Activity Engagement Behaviors Tools/Technologies/Platforms Advanced Video Record, upload video; live streaming, Google Hangouts YouTube, Google Hangouts, Webinars Photos Upload and Tag images from events Instagram, Vine, etc. Blogs Write and publish blog content Wordpress, Tumblr, Internal & External Social Networks CONTENT CREATOR Proficiency Level Activity Engagement Behaviors Tools/Technologies Intermediate Micro Blogging Share product related news, announcements within micro blogging, create influencer lists Twitter, Instagram, Vine General conversation Engage in two-way dialogue about industry issues Facebook, Google+, Forums Commenting Respond to comments in 3rd party blogs N/A CONVERSATIONALIST Proficiency Level Activity Engagement Behaviors Tools/Technologies/Networks Basic Listen, practice Subscribe to Google Alerts, monitor Twitter and company blog Google, Twitter, internal networks Follow Follow the brand on Facebook, Twitter and LinkedIn, subscribe to the blog’s community RSS feeds Facebook, Twitter, LinkedIn Optimize Add “what you do” section to online profiles, specifically LinkedIn; disclose company affiliation LinkedIn, Twitter, other LISTENER PROCESS
  16. ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT THERE ARE TYPES OF CONTENT THAT PAY PUT A COMPANY OR EMPLOYEE AT RISK … THREATS SLANDER BASHING COMPETITORS INNAPRORIATE REAL-TIME CONTENT LEAKING CONFIDENTIA L INFORMATION PROCESS
  17. OPTIMIZE THE CONTENT SUPPLY CHAIN Push to content to paid promotion no yes Approved Content planning & brainstorming Contributor submits content Post-ready & submitted via CMS Editor schedules post/tweet Submission emailed to Editors Sent back to Contributor for revision or rejection Contributor may choose to revise & re-submit no yes Approved Approval request emailed to Brand & Legal 24 hrs. Rejections sent back to Editor *Legal response required. Brand response not required Post or Tweet automatically published @ scheduled time CONTENT BEST PRACTICES PROCESS
  18. DEPLOY THE RIGHT TECHNOLOGY Platform Based Technology Community Based Technology TECHNOLOGY
  19. COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY
  20. PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY
  21. OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT SOLUTIONS Editorial Planning Content Marketing & Publishing Social CRM & Listening Advocacy Platforms TECHNOLOGY
  22. THANK YOU Want the slides? Email mbrito@wcgworld.com

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