4. BEST PRACTICE: LEVERAGE DATA AND UTILITY
RECOMMENDATIONS
• Scale your surface area
with digital embassies
• CapKvate aRenKon with
visualizaKons and games
• Fight content decay with
dayparted engagement
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6. BEST PRACTICE: OWN YOUR ZONE
RECOMMENDATIONS
• IdenKfy under‐served
niches and meet them
• Frame up issues and
discussions; editorialize
• Make curaKon
collaboraKve and social
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7. TREND #3: DEVELOPER ENGAGEMENT
Photo by bugbbq
Developers drive innovaKon across all key pla`orms. MarkeKng leaders
will begin working with these stakeholders to scale their digital
programs and surface area.
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8. BEST PRACTICE: HELP DEVELOPERS WIN
RECOMMENDATIONS
• Make valuable assets
available to developers –
e.g. art, text, videos, data
• Build APIs and culKvate a
rich developer network
• Adopt developer creaKons
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10. BEST PRACTICE: CONNECT THE DOTS
RECOMMENDATIONS
• Recognize that a narraKve
is no longer a whole
• Equip employees to tell
their own stories
• Hand‐crah your content
for each venue
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12. BEST PRACTICE: LAUNCH AN EXPERT HUB
RECOMMENDATIONS
• IdenKfy a cadre of internal
subject maRer experts
• Equip them in situaKonal
awareness and storytelling
• Fan them out across the
cloverleaf of media
12
14. BEST PRACTICE: CENTRALIZE PROCESSES AND TECHNOLOGIES
RECOMMENDATIONS
• Set up a standardized
listening infrastructure
• Integrate & share
intelligence across enterprise
• Modify exisKng processes
and protocol
14
16. BEST PRACTICE: DESIGN FOR DIGITAL DISTRIBUTION
RECOMMENDATIONS
• Plan content for mulKple
digital experiences &
pla`orms
• OpKmize for mobility, not
just mobile
• Combine social sharing
integraKon
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24. BEST PRACTICE: MAKE SOCIAL ELEGANT
RECOMMENDATIONS
• Incorporate social data
from connecKons, friends
• Design for funcKon & form
• Be conservaKve on privacy
and explain the benefits in
clear human language
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