Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
2. Today’s Participation
2
• During today’s webinar, attendees will be in listen-only mode
• If you are experiencing audio issues, please use the chat
box to contact the webinar host.
• Submit text questions: Q&A addressed at the end of today’s
session
#CisionWebinar
3. 3
Bernie Borges
CEO of Find and Convert
@BernieBorges
Carlos Abler
Leader of Content Marketing and Strategy at 3M
@Carlos_Abler
Caitlin Jamali
Research Analyst, Cision Global Insights
Today’s Presenters
4. How can brands reach the right
audience with the right message at
the right time?
4
55. @Carlos_Abler
Q A, B, Q C, D, Q E, F, Q G, ,,,
Visions and Roadmaps for Content/Engagement, Customer Platform and Human Resource Requirements
Deploy,
optimize,
iterate.
Walk and
run
states.
INFORMED
Engagement-Tech
Requirements
INFORMED Content
and application initiative
finalization and
production
requirements.
INFORMED
strategic plans
and further
opportunity
extraction.
Iterate Content-Product, Engagement-Tech and Organization vision.Start human resource plan
Segment and
portfolio-level
workshops to
develop
preliminary
engagement
plans. Informs
opps. plan
Engagement-
Tech focused
workshops.
Engagement-
tech vision and
Roadmap.
Content-Product
and Engagement-
Vision and Road-
map workshops.
Title
[Stakeholders identified]
• Activities
• Activities
58. 58
• Curate based on:
– Demographic / psychographic profile
– Mindsets/Personas
– Influence, Klout
– Purchase Funnel
– Key Stakeholders (investors, employees, partners)
• Focus groups for product lines – Consumer, B2B, specific
lines
– Focus groups for audiences – investors, moms,
students
– Focus groups for PR/AR/IR – high-reach pubs, key
commentators
• Examine Key Groups in aggregate
• Create and amplify relevant content
Understanding your target audience
(digital ethnographies)
59. 59
Case Study: Digital Ethnography on Moms
Moms’ technology use and opinions were driven by how it benefits her family
or makes her life easier.
• How were moms using technology? (entertainment vs. function)
• What apps were most popular and why?
• Intersection of parenting and technology
60. 60
• Insights based on integrated data sets (e.g. traditional and
social media channels)
• Findings that connect the findings from multiple research
modalities
Tying multiple sources of data together to
understand the big picture
61. 61
Case Study: Integrating Business Data
A brand’s offer enrollment data was analyzed in conjunction with
social discussion about each of the offers for a more
comprehensive view of the initiative.
• In most cases, buzz ranking aligned with enrollment ranking; cases where
that pattern did not persist may indicate that the audience enrolling for
certain types of offers were more or less active in social.
• Assessment of the types of offers that were most popular (i.e.
entertainment vs. technology).
• Did the merchants participate to help boost participation?
62. 62
Using social to augment/align
with brand tracking data
Traditional survey-based trackers allow a consistent
framework to monitor brand health…
Positive
Neutral
Negative
Over a 20 week period
…while online listening provides a means to observe how
brands are being talked about in an unfiltered environment
When paired together, this ‘unfiltered’ consumer voice uncovers emerging issues not ‘asked’ about in survey
research, and can also serve as a diagnostic tool bringing in an additional layer of depth.
63. 63
Case Study: Brand Health Tracking
Traditional survey data noted a lift in NPS, which social insights helped
explain.
• What topics are driving positive discussion for the brand? Are they related
to an event?
• Is the conversation organic? Or are consumers reposting content?
• Is there a related hashtag? Did it surface organically or is it tied to the
brand?
64. Purchase
Decision
64
Leveraging segmentations and customer journey frameworks to analyze what
triggers move someone through the path to purchase.
• Brand health
attributes
• Decision journey
• Audience
segmentations
• Behavioral
segments
• Media Channels
• Product
categories
• Reputation
drivers
• Card Members,
Cardholders and
Prospects
• Life stages
• Passions (sports,
reading, fitness,
gardening, etc.)
• Mindsets
• Seasons
• Holidays
• Purchase
channel
• Purchase
categories
(restaurants,
shopping,
donation, travel)
• Advertising spots
Awareness
Purchase Evaluation
Consideration
Competitive
Evaluation
Customer Decision Journey
65. 65
Case Study: An insurance company would like to understand how prospects and
customers discuss the purchase of long-term care insurance
Key Findings:
• Seeking/Exploring consumers were driven toward LTCi because of personal
experience with a loved one or by advice from an advisor. Planning
consumers were looking for more information and reached out to others on
forums for advice. When in the Shopping/Buying stage, consumers were
looking for reassurance that they were making a sound decision.
• Aside from personal experience with a family member, a life event such as a
marriage or the birth of a child triggered LTCi discussion. Advice from
financial planners also played a role.
• Some consumers who were early on their path to purchase were seeking
information about costs and advice about companies. As consumers moved
along in the process, some had specific questions about premiums and
coverage and turned to people who had already purchased to get answers.
• For some, LTCi seemed like a risky purchase if they wound up never
needing long-term care. For those who were in the early stages of
purchase, the intricacies of some policies were confusing.
66. Understand linkages between earned media and social
Social analysis helps to demonstrate impact of news on perceptions and behaviors.
See.
What content is your
target audience seeing?
Act.
What content prompts
engagement?
Say.
What content drives
discussion? What are
people saying?
Think.
What do people think
about the content
they’ve seen? How does
it impact perceptions?
Do.
What will people do/what
have they done in
response to what
they’ve seen?
68. Questions & Answers
68
Please enter your questions for
the speaker in the chat box of
your webinar console or tweet
them to #CisionWebinar.
69. Thank you for attending!
About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social
media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich
analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision
making. Cision also represents:
69
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