AN ANALYTICS-DRIVEN APPROACH TO BECOMING AN EFFECTIVE BRAND PUBLISHER
Michael Brito
BARRIERS TO REACHING YOUR BRAND’S AUDIENCE ONLINE
FOUR
THERE IS A CONTENT & MEDIA SURPLUS Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise. 1
2THERE IS AN ATTENTION DEFICITMost can barely consume—much less comprehend—285 pieces of content in a day. Multitasking and multiple devices is a cultural norm.
3TUNNEL VISION IS A REQUIREMENTWe only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.
4Most of us embark on an open-ended purchase path, and our content consumption patterns change daily.
THE CUSTOMER JOURNEY IS UNPREDICTABLE
CREATING AND MANAGING CONTENT IS A CHALLENGE FOR MOST BRANDS
2013 CONTENT MARKETING BENCHMARKS, CONTENT MARKETING INSTITUTE% of respondents
Producing Enough Content 64%
Producing Content That Engages 52%
Producing a Variety of Content 45%
Lack of Budget 39%
Inability to Measure Content 33%
Lack of Knowledge, Training 26%
Lack of Integration 25%
Lack of Buy-in, Vision 22%
Finding Trained Content Marketers 14%
of marketers say that their biggest challenge with content is "creating original content," and that they don't have enough time to do it
78%
of marketers do not have a documented content strategy.
44%
An Analytics-Driven Content Solution
CaaSC O N T E N T A S A S E R V I C E
CAAS IS AN ANALYTICS APPROACH THAT HELPS BRANDS BECOME EFFECTIVE PUBLISHERS
Social Narrative Development
Social Channel Strategy
Content Performance &
Analysis
ParticipatoryStorytelling
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.
Craft an operational framework that facilitates the evolution into a content organization.
ANALYTICS & RESEARCH
Content Operational Framework
Social Narrative Development
“After nourishment, shelter and companionship, stories are the thing we need most in the world.” ― Philip Pullman
THE FOUNDATION OF A SOCIAL NARRATIVE IS BASED ON RESEARCH AND ANALYTICS
Social Narrative Development
NARRATIVE REQUIREMENTS
Social Graphics Content Gap AnalysisInfluencer Muse/Meme Search Insights
Your audience, categorized. By looking at
what your audience members follow, share and discuss, we group
them by interest and passion.
We examine influential conversations about a
topic or brand and compare it to what a brand is sharing online; the gaps
that emerge are the brand’s new areas of
focus.
A ranked list of the top 50 people who are driving the conversation about a given
topic, industry or brand. This is the digital 1%. The Muse tells us where they
get their inspiration.
A broad analysis that examines the search
volume and frequency of certain topics, keywords
and industries.
1 2 3 4
CREATE AN EDITORIAL/CREATIVE FRAMEWORK ALIGNED TO AUDIENCE AND MARKET INSIGHTS
Social Narrative Development
Data & Insights
Strategic & Creative Framework
The brand is the heroof the story
The brand is a characterin a story
The brand comments on a story
Data & insights extracted from the analytics will be used to
inform a strategic framework or a creative platform.
The strategic framework will inform all content creation and
creative assets.
An editorial and creative framework that categorizes
content based on guidelines and the brand criteria.
Content & Creative
Social Narrative Development
UTLITY
Helps me “do” something or solves
a problem
EDUCATION
Makes me smarter about a topic or
subject
ENTERTAINMENT
Makes me laugh; inspires me to be
happy
ACCESS
Connects me to others that share the
same passions
EMOTION
Elicits a passionate reaction that
empowers me
EXCLUSIVITY
Makes me feel special and
emotionally vested
INFORMATION
Gives me current news, views and
insider information
FINANCIAL
Provides sales, rebates and product-related promotions
CONTENT AND STORYTELLING SHOULD BE ANCHORED IN THESE 8 CORE VALUES
Social Channel Strategy
Content isn’t king. The right content, at the right time, in the right channel, to the right customer is royalty!
Social Channel Strategy
PERFORM CHANNEL ANALYSIS THAT IDENTIFIES AUDIENCE BEHAVIOR AND CONTENT PERFORMANCE
Facebook audience is 65% female; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate X % more engagement than the average content, but account for only X% of posts.
YouTube audience is 70% male; interested in extreme sports and most live in the US. Thirty-second videos generate 15 times the engagement and impressions, but 75% of branded videos are longer than 1 minute.
Twitter audience is 80% male; interested in sports and music and most live in the US. Followers engage mostly with product-related content, but they make up only X% of branded tweets. Corporate news garners little engagement but make up 85% of branded tweets.
Social Channel Strategy
Branded Content,
Promotions
Employee Stories & Interviews
Third-Party Stories About
the Brand
Lifestyle Content
Real-time or Agile Content
Customer Stories
ALIGN CONTENT WITH DIGITAL CHANNELS BASED ON FINDINGS FROM CHANNEL ANALYSIS Prioritize and map storytelling initiatives to specific digital channels based on audience segmentation, scorecard analysis, campaign programming and brand priorities.
Social Channel Strategy
BUILD CONVERGED MEDIA MODELS ACROSS PESO – PAID, EARNED, SHARED & OWNED MEDIA
EARNED MEDIAMedia relations, Influencer engagementWord-of-mouth
SHARED MEDIASocial media channel strategyCommunity managementSocial content creation
Experiences
Content
Engagement
SHA
RA
BLE
STO
RIE
S
PAID MEDIAAMPLIFICATION
Content syndication Native advertising
SearchSocial paid
OWNED MEDIABrand website/newsroomCampaign micrositeMobile apps
Social Channel Strategy
DELIVER REAL-TIME CONTENT WHEN THE RIGHT AUDIENCE IS PAYING ATTENTION
AgileContent
Brand AlignmentRelevant to current
brand positioning
Audience PassionBased on targeted segmentation
Trending Conversation
Within a very targeted segment
Creative Production
Targeted Listening
Audience Segmentation
Agile Content
Social Channel Strategy
Participatory Storytelling
When it comes to trust and credibility, “people they know”, “consumer opinions online” and “colleagues and friends” rank the highest when consumers are
seeking information about a brand or product (BCG)
Participatory Storytelling
of people find "people like yourself" and "employees of a company" credible and trustworthy when seeking information about a product or a brand
92% of consumers say that peer recommendations are their most credible source of brand information
67% of business pros participate and engage with colleagues and peers within social media
65%
PARTICIPATORY STORYTELLING IS BRAND ADVOCACY ON STEROIDSBrand advocates are trusted and found credible by others when seeking brand or product-related information.
Participatory Storytelling
LEVERAGING INFLUENCE ACROSS THE DIGITAL ECOSYSTEM
• Reflects what customers read, search and discover online every day
• Important to listen, engage and provide unique experiences
Enthusiasts
90% Listen and Learn
ninety %
Influencers
• Top opinion leaders – 1% or less who drive the ideas that fuel conversation share
• Important to focus content and relationships here
1% of People Create Content
nine %
Advocates
• People who carry the message, and where top influencers source ideas
• Important to surround sound with paid + earned media
9% Share and Repackage
one %
Participatory Storytelling
OPERATIONALIZING BRAND STORYTELLING USING EMPLOYEES, CUSTOMERS OR BOTH
Content Alignment
Technology Partner
Distribution Strategy
Align content shared with advocates within the existing
editorial framework or campaign initiatives.
Advocacy programs require a technology partner in order to
scale.
Content Performance & Analysis
What used to be the “galvanizing idea,” which has always been the anchor in creative marketing programs, has now been replaced with “what does the data say?”
Content Performance & Analysis
90%of marketers expressed uncertainty that their key
content metrics are effective in measuring
business results.
CONFIDENCE IS EXTREMELY LOW IN MEASURING CONTENT PERFORMANCEOnly nine percent of marketers said they are very confident their key metrics are effective in measuring business results.
Content Performance & Analysis
DETERMINE THE RIGHT SCORING SYSTEM FOR BRANDED CONTENTBuild an analytics infrastructure that identifies performance benchmarks and improves content over time.
We collect all your content from its multiple platforms—even content shared across multiple platforms.
All content is loaded into a custom database and scored. All possible
variables (likes, shares, comments, clicks) are taken into consideration. Primary and secondary channels are
weighted appropriately to their importance.
Total post scores are the average of all possible channel variables (e.g., likes,
shares, comments, clicks for Facebook). Each post’s score is a function of all content
for the brand, rather than an isolated quantification. As such, engagement is a
realistic reflection of your brand’s content.
Content Gathering Content Processing Content Scoring
Content Operational Framework
Continuous storytelling implies that there is an operational framework in place to keep the content engine going day in and day out.
Content Operational Framework
BUILD A NEWSROOM ORGANIZATION THAT ALIGNS INTERNAL RESOURCES AND WORKSTREAMSStart with identifying the roles and responsibilities with internal stakeholders and agency partners.
Content Strategy CONTENT AGENCY(PR/Social/Digital)
BRAND AGENCY PARTNERS
Leads community; drives brand strategy, analytics and publishing
Develops brand narrative, leads content strategy and development
Develops brand and creative platform for large-scale productions
Leads media planning and buying
Content strategy, creative and media direction
Community & brand engagement
Converged media (PESO) buying and direction
Creative content direction
Content creation and production
Content publishing
Converged media planning
Consumer insights research
Brand creative direction
Large-scale content production (TV, advertising, etc.)
Media strategy
Media buying
Media partnerships & promotions
CREATIVE AGENCY MEDIA BUYING AGENCY
Content Operational Framework
ESTABLISH A “CENTRALIZED” EDITORIAL CONTENT TEAM AND FUNCTION
COE B
C
A
M
B
C
A
M
B Brand, Business Unit, Region
M Media Agency
Creative/Ad Agency
C Content/PR Agency
A
Develop Content Strategy
Scale Content Globally
Source Technology Vendors
Content Governance
Content Operational Framework
COE
ENSURE EDITORIAL INTEGRATION WITH REGIONAL TEAMS AND BUSINESS UNITS
Content Operational Framework
OPTIMIZE THE CONTENT SUPPLY CHAIN AND EDITORIAL WORKFLOWS Build workflows (for real-time and planned content) that control the planning, production and distribution of content based on roles and responsibilities of each stakeholder group.
CONTENT PLANNINGIdeation and planning of drumbeat or campaign-
related content
CONTENT CREATIONCreating original content or
curating content from relevant third parties
CONTENT APPROVALSApprovals from brand and
legal teams and other stakeholders
CONTENT DISTRIBUTIONThe execution and posting
of content within digital channels
CONTENT INTEGRATIONIntegrating content across
PESO (paid, earned, shared & owned)
CONTENT SCORINGScoring content based on
type, distribution and engagement
Content performance and effectiveness informs future
content planning
Content Operational Framework
DETERMINE THE RIGHT TECHNOLOGY STACK TO ADDRESS YOUR BUSINESS NEEDS
Editorial Planning
Content Marketing & Publishing
Social CRM & Listening
Advocacy Platforms
THANK YOUMichael BritoHead of Social [email protected]