how to launch an enterprise-wide content strategy

3/23/16

How to Launch an Enterprise-Wide Content Strategy

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Today’s Participation

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• 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

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Bernie BorgesCEO of Find and Convert@BernieBorges

Carlos AblerLeader of Content Marketing and Strategy at 3M@Carlos_Abler

Caitlin JamaliResearch Analyst, Cision Global Insights

Today’s Presenters

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How can brands reach the right audience with the right message at

the right time?

@bernieborges

THREELENSES

@bernieborges

1. Corporate experience.2. Agency experience.3. Podcast interviewer.

@bernieborges

DIGITAL TRANSFORMATION

@bernieborges

The Deck is Stacked Against the Traditional Marketing Department.

@bernieborges

Demands from the C-Suite to demonstrate ROI are at

an all time high

@bernieborges

Marketing is not the sole responsibility of a

traditional marketing department.

@bernieborges

Cross-functional marketing is not an option

@bernieborges

THREE-LAYERFRAMEWORK FOR

ORGANIZATION-WIDEMARKETING

@bernieborges

Ice Cream SandwichFRAMEWORK

@bernieborges

Three characteristics to effective storytelling:

1. Authentic2. Relevant3. Actionable

Storytelling

@bernieborges

Skills needed:Part Quant

@bernieborges

Skills needed:Part Crayola

@bernieborges

It’s the role of marketing to be part networker.

@bernieborges

It’s the role of marketing to be part detective.

@bernieborges

It’s the role of marketing to be part journalist.

@bernieborges

The “Marketing is Not One Department”

Mindset

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How does an enterprise business roll out a successful content strategy?

@Carlos_Abler

@Carlos_Abler@Carlos_Abler

@Carlos_Abler

@Carlos_Abler

The Thought Leader

The Diagnosti

cian

The Ment

or

The Assista

nt

The Entertain

er

The Journalis

t

Spiritual Advisor

@Carlos_Abler

@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

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Understanding Your Audience and Developing Relevant Content

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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)

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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

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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

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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?

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Using social to augment/align with brand tracking data

Traditional survey-based trackers allow a consistent framework to monitor brand health…

PositiveNeutralNegative

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.

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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?

Purchase Decision

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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

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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.

Understand linkages between earned media and socialSocial 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?

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Conclusion

Questions & Answers

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Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.

Thank you for attending!

About CisionCision 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:

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