Producing consistent, customer-focused content requires considerable investment – are you maximising the ROI for your organisation? For maximum efficiency engaging creative must be supported by strategy and operations. UK marketers allocate 31% of their budget to content marketing but 70% of marketers lack the consistent or integrated content strategy needed to succeed. Brilliant Noise helps brands to increase the efficiency of their content by 500% and customer engagement by 200%. Industry experts will share their learnings and recommendations: - Kris Ekman, Global Director Social Products and Services, adidas - Sarah Jones, Senior Manager Digital Content and Social Media, Amex - Antony Mayfield, CEO, Brilliant Noise

1. www.brilliantnoise.com | @brilliantnoise
Content & social
operations:
Marketing
superpower
11th February 2016

2. Your customers are more
connected than ever.
Your marketing must be
more connected than ever.

3. Core challenge.
Consumers are defining
their media landscape and
the pace of change.

4. Not a wave of
change….
Waves.

5. Pace and scale
of change.

6. Increasing investment.

7. In 2015 31% of marketing
budget was spent on
content.

8. X + Y
Integrated
customer
comms
Creative
& content
Connected
customer
marketing

9. Challenges

10. CUSTOMERS COMMUNICATIONS ORGANISATIONS

11. “…there are so
many dots
that people
don’t bother
to connect
them.”

12. A combination of increased
mobility, increased information,
and increased impact means that
we have reached a tipping point…
This creates the kinds of
problems that only MCTs can
solve.
Preston Cline, The Wharton School

13. Newsrooms
are the MCTs
of marketing.

14. Newsrooms
as MCTs
- Delegated brand voice authority ‘on the
decks’
- Realtime data and customer feedback
- Short planning cycles with instant
adaptability
- Team of teams - focus on collaborating
and sharing knowledge

15. Newsrooms value
to the enterprise
- Customer interface.
- Tactical innovation.
- Organisational / cultural innovation.

16. Christopher Bailey, Burberry, February 2016
‘In 2010, we did a livestream of the
show. It was a meaningful decision
to get closer to the customer and a
broader audience, because we were
doing these spectacles of shows, but
it was feeling very insular.
All the things we’ve been doing
since then have been steps to get
closer to an audience that loves
fashion, loves the energy of fashion,
the music, the spectacle, the people.’

17. - Digital brand platforms
- Strategy & governance
- Team building
- Process and audit development
- Tech platforms: selection & set-up /
training
- Internal brand & comms
- Loyalty/advocacy programmes
- Performance reporting & insight
Content and social media operations
Structural Execution

18. Tear down
the silos

19. Process is a
power source.

20. Sarah Jones
American Express

21. CUSTOMERS COMMUNICATIONS ORGANISATIONS

22. 1
Connecting with the
customer

23. Purpose: the overarching
vision and reason for the
programme

24. Purpose
Common purpose is what links customer and brand

25. 2
Connecting your
communications

26. Principles: the values that
guide decision-making,
planning and behaviour

27. Editorial Hub principles
1. What’s in it for customers?
2. Only Amex can do this…
3. We are one team.
4. Content can come from anywhere.
5. Scalable, repeatable.
6. Test, learn, iterate.
7. The stories we tell have three levels:
- our brand
- our customers’ passions
- our o!erings
Principles

28. Connected storytelling
Planning

29. Models for connected
content planning

30. Connecting your communications
The customer decision journey

31. Push and pull content
Connecting your communications
Push: Content that the brand ‘pushes’
out to the customer.
Pull: Content the user ‘pulls’ to them by
searching for it, or seeking it out.
AUDIENCE
& NEEDS
BRAND
& PURPOSE
FORMAT
PUSH CHANNEL
PULL CHANNEL
IDEA�
INFO

32. Connecting your communications
Campaign: Monthly or quarterly content with
a short life-span, planned a long time in
advance
Always-on: Content published on a daily
basis to give a fresh, seasonal, or relevant
perspective, planned reactively
Evergreen: Content that is always relevant to
your audience, which is created once and has
a long life-span
Campaign, always-on, evergreen

33. 3
Connecting your
organisation

34. Processes: the processes
that guide operations,
creativity and
collaboration

35. People: the roles that
support effective ways of
working. The right mix of
skills to plan, implement
and evaluate.

36. Connecting your organisation
Siloed model
Team
Research and
planning
Production
Measurement
Team
Research and
planning
Production
Measurement
Team
Research and
planning
Production
Measurement
Team
Research and
planning
Production
Measurement

37. Connecting your organisation
Insight, research and theme
Central team Central team Central team Central team
Collective planning
Planning Planning Planning Planning
Production Production Production Production
Measurement
Publication Publication Publication Publication
Collective model

38. Scaling content and breaking down silos
Connecting your organisation
The challenge: Create a more e"cient, e!ective
and customer-focused global content marketing
operation.
Solution: A pilot programme in two key markets
based on connected content planning principles.
Results: In six months we increased customer
engagement by 200% and content e"ciency by
500%.

39. The 6 Ps

40. Kris Ekman
adidas

41. CHANGE IN
SOCIAL IS
ACCELERATING

42. WE HAVE SCALED SOCIAL‐TO BE WHERE
CUSTOMERS ARE
4
NATIVE ONLY IN-HOUSE
COMMUNITY MANAGERS
3RD GENERATION SMM EXPERTISE
500+ USERS
9 REALTIME NEWSROOMS
SPRINKLR
2011
30 MILLION
FOLLOWERS
22
ACCOUNTS
JUNE 2015
175 MILLION
FOLLOWERS
30 MILLION
ENGAGEMENTS/MONTH
252
ACCOUNTS
2008
150K
FOLLOWERS
3
ACCOUNTS
SYNCAPSE

43. HOW DO WE ENABLE THE BRAND TO LEAD THE
FUTURE OF SOCIAL?
5
2011
30 MILLION
FOLLOWERS
22
ACCOUNTS
JUNE 2015
175 MILLION
FOLLOWERS
30 MILLION
ENGAGEMENTS/MONTH
252
ACCOUNTS
NATIVE ONLY IN-HOUSE
COMMUNITY MANAGERS
3RD GENERATION SMM EXPERTISE
500+ USERS
9 REALTIME NEWSROOMS
SPEED
OPEN SOURCE
CITIES
FUTURE PLATFORMS…
?
2020
2008
150K
FOLLOWERS
3
ACCOUNTS
SPRINKLRSYNCAPSE

44. OUR VISION
HOW DO WE ENABLE THE BRAND
TO LEAD THE FUTURE OF SOCIAL?

45. WE ENABLE
REALTIME SOCIAL
BRAND
EXPERIENCES

47. Pilot and
scale.

48. Scaling success:
operationalising
digital.

49. MAKING IT
HAPPEN

50. SPS TEAM CHARTER
18
VISION
PRIORITIES
KPIs
WE ENABLE REALTIME SOCIAL BRAND EXPERIENCES
PRODUCTS
WE MANAGE THE
TECH WHICH
POWERS SOCIAL
PRODUCT PERFORMANCE SERVICE EXPERIENCE HOURS OF GIVEN ADVICE
SERVICES
WE PROVIDE FAST &
EFFICIENT SUPPORT
FOR SOCIAL
OPERATIONS
EXPERTISE
WE ADVISE ON
FUTURE PLATFORMS
& INTEGRATION

51. Your next steps

52. Strategic
consultancy
Content and
social media
operations
Content and
social media
services
Connected
customer
marketing

53. X + Y
Integrated
customer
comms
Creative
& content
Connected
customer
marketing

54. Brilliant Noise
digital
maturity
index.

55. hello@brilliantnoise.com
www.brilliantnoise.com | @brilliantnoise