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www.brilliantnoise.com | @brilliantnoise Content & social operations: Marketing superpower 11th February 2016
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www.brilliantnoise.com | @brilliantnoise
Content & social operations: Marketing superpower
11th February 2016
Your customers are more connected than ever. Your marketing must be more connected than ever.
Core challenge. Consumers are defining their media landscape and the pace of change.
Not a wave of change….
Waves.
Pace and scale of change.
Increasing investment.
In 2015 31% of marketing budget was spent on content.
X + Y Integrated customer comms
Creative& content
Connected customer marketing
Challenges
CUSTOMERS COMMUNICATIONS ORGANISATIONS
“…there are so many dots that people don’t bother to connect them.”
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
Newsrooms are the MCTs of marketing.
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
Newsrooms value to the enterprise
- Customer interface.
- Tactical innovation.
- Organisational / cultural innovation.
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.’
- 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
Tear down the silos
Process is a power source.
Sarah Jones American Express
CUSTOMERS COMMUNICATIONS ORGANISATIONS
1 Connecting with the customer
Purpose: the overarching vision and reason for the programme
Purpose
Common purpose is what links customer and brand
2 Connecting your communications
Principles: the values that guide decision-making, planning and behaviour
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
Connected storytelling
Planning
Models for connected content planning
Connecting your communications
The customer decision journey
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
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
3 Connecting your organisation
Processes: the processes that guide operations, creativity and collaboration
People: the roles that support effective ways of working. The right mix of skills to plan, implement and evaluate.
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
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
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%.
The 6 Ps
Kris Ekman adidas
CHANGE INSOCIAL IS
ACCELERATING
WE HAVE SCALED SOCIAL‐TO BE WHERE CUSTOMERS ARE
4
NATIVE ONLY IN-HOUSECOMMUNITY 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
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-HOUSECOMMUNITY MANAGERS
3RD GENERATION SMM EXPERTISE 500+ USERS
9 REALTIME NEWSROOMS
SPEED OPEN SOURCE
CITIES
FUTURE PLATFORMS…
?2020
2008
150K FOLLOWERS
3 ACCOUNTS
SPRINKLRSYNCAPSE
OUR VISIONHOW DO WE ENABLE THE BRANDTO LEAD THE FUTURE OF SOCIAL?
WE ENABLE REALTIME SOCIAL
BRAND EXPERIENCES
Pilot and scale.
Scaling success: operationalising digital.
MAKING IT HAPPEN
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
Your next steps
Strategic consultancy
Content and social media operations
Content and social media services
Connected customer marketing
X + Y Integrated customer comms
Creative& content
Connected customer marketing
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