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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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ASSIGN ROLES & RESPONSIBILITIES BRAND Mobilizing Employees to Feed the Content Engine

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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

Publicada em: Marketing

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