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MOBILIZING EMPLOYEES 
TO FEED THE CONTENT ENGINE 
Michael Brito 
Head of Social Strategy 
WCG, a W2O Group Company
FIRST SOME FACTS THAT WE ALL KNOW TO BE TRUE 
of people find "people like 
yourself" and "employees of a 
company” trustwo...
Smart brands are using 
these insights and turning 
employees into advocates through 
programs and empowering them to 
sha...
THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING 
EMPLOYEE ADVOCACY 
What’s in it for 
BRANDS? 
Content creation 
Influenc...
WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER 
BRAND STORY
CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS 
BECOME PUBLISHERS 
Social Narrative 
Development 
ANALYTICS & RESEARCH 
S...
PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO 
BECOME PUBLISHERS 
Social Narrative 
Development 
ANALYTICS & RESEAR...
THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS 
BRAND AMPLIFICATION 
This program involves sharing “branded” messages w...
ENSURE CONTENT STRATEGY ALIGNMENT 
MASTER BRAND POSITIONING 
SOCIAL NARRATIVE 
Telling your brand story so that it adds va...
CONTENT AND STORYTELLING SHOULD BE ANCHORED IN 
THESE 8 CORE VALUES 
UTLITY 
Helps me “do” 
something or solves 
a problem...
BUILD A NEWSROOM ORGANIZATION – 
PEOPLE, PROCESS, TECHNOLOGY
ESTABLISH A CENTRALIZED EDITORIAL TEAM 
Develop Content Strategy 
Scale Content Globally 
Source Technology Vendors 
COE B...
ASSIGN ROLES & RESPONSIBILITIES 
BRAND INTERNAL / EXTERNAL STAKEHOLDERS 
Content Strategy EMPLOYEES 
Leads community; driv...
ALIGN THE GLOBAL WORKFORCE 
GLOBAL 
EDITOR 
PEOPLE
TRAIN AND MOBILIZE EMPLOYEES 
Proficiency 
Level 
Activity Engagement Behaviors Tools/Technologies/Platforms 
Advanced 
Vi...
ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT 
THERE ARE TYPES 
OF CONTENT THAT 
PAY PUT A COMPANY 
OR EMPLOYEE AT 
RISK...
OPTIMIZE THE CONTENT SUPPLY CHAIN 
Push to content 
to paid 
promotion 
no 
yes 
Approved 
Content 
planning & 
brainstorm...
DEPLOY THE RIGHT TECHNOLOGY 
Platform Based 
Technology 
Community Based 
Technology 
TECHNOLOGY
COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY
PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY
OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT 
SOLUTIONS 
Editorial 
Planning 
Content Marketing 
& Publishing 
Social CR...
THANK YOU 
Want the slides? Email mbrito@wcgworld.com
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TRAIN AND MOBILIZE EMPLOYEES Proficiency Mobilizing Employees to Feed the Content Engine

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TRAIN AND MOBILIZE EMPLOYEES
Proficiency
Level
Activity Engagement Behaviors Tools/Technologies/Platforms
Advanced
Video Record, upload video; live streaming, Google Hangouts YouTube, Google Hangouts, Webinars
Photos Upload and Tag images from events Instagram, Vine, etc.
Blogs Write and publish blog content
Wordpress, Tumblr, Internal & External Social
Networks
CONTENT CREATOR
Proficiency
Level
Activity Engagement Behaviors Tools/Technologies
Intermediate
Micro Blogging
Share product related news, announcements within micro
blogging, create influencer lists
Twitter, Instagram, Vine
General
conversation
Engage in two-way dialogue about industry issues Facebook, Google+, Forums
Commenting Respond to comments in 3rd party blogs N/A
CONVERSATIONALIST
Proficiency
Level
Activity Engagement Behaviors Tools/Technologies/Networks
Basic
Listen, practice Subscribe to Google Alerts, monitor Twitter and company blog Google, Twitter, internal networks
Follow
Follow the brand on Facebook, Twitter and LinkedIn, subscribe
to the blog’s community RSS feeds
Facebook, Twitter, LinkedIn
Optimize
Add “what you do” section to online profiles, specifically
LinkedIn; disclose company affiliation
LinkedIn, Twitter, other
LISTENER
PROCESS

Veröffentlicht in: Marketing

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