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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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PARTICIPATORY STORYTELLING IS CRITICAL FOR Mobilizing Employees to Feed the Content Engine

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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.

Publicada em: Marketing

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