A presentation I gave at the Employee Advocacy Summit in Atlanta #EASummit14

1. MOBILIZING EMPLOYEES
TO FEED THE CONTENT ENGINE
Michael Brito
Head of Social Strategy
WCG, a W2O Group Company

2. FIRST SOME FACTS THAT WE ALL KNOW TO BE TRUE
of people find "people like
yourself" and "employees of a
company” 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%
65%
of business pros participate
and engage with
colleagues and peers
within social media
People trust their
peers.
People talk to each
other online.
People find other
people credible.

3. Smart brands are using
these insights and turning
employees into advocates through
programs and empowering them to
share and create long and short
form stories that deepen brand
affinity and influence others.

4. THERE IS A TWO-WAY VALUE PROPOSITION FOR DRIVING
EMPLOYEE ADVOCACY
What’s in it for
BRANDS?
Content creation
Influencing others
Increasing morale
Innovation
What’s in it for
EMPLOYEES?
Internal “rock star” recognition
Access to exclusive content
Platform for sharing thoughts
with the wider audience
Thought leadership

5. WHERE EMPLOYEE ADVOCACY FALLS INTO THE LARGER
BRAND STORY

6. CAAS IS AN ANALYTICS APPROACH TO HELPING BRANDS
BECOME PUBLISHERS
Social Narrative
Development
ANALYTICS & RESEARCH
Social Channel
Strategy
Content
Performance &
Analysis
Participatory
Storytelling
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.
Content Operational Framework
Craft an operational framework that facilitates the evolution into a content organization.

7. PARTICIPATORY STORYTELLING IS CRITICAL FOR BRANDS TO
BECOME PUBLISHERS
Social Narrative
Development
ANALYTICS & RESEARCH
Social Channel
Strategy
Content
Performance &
Analysis
Participatory
Storytelling
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.
Content Operational Framework
Craft an operational framework that facilitates the evolution into a content organization.

8. THERE ARE TWO TYPES OF EMPLOYEE ADVOCACY PROGRAMS
BRAND AMPLIFICATION
This program involves sharing “branded” messages with advocates so that they can “re-share”
the content within their own social media channels.
BRAND JOURNALISM
This program involves training and mobilizing advocates to tell stories that would be published on a
corporate blog, LinkedIn blogging network or a media site. It also involves employees sharing and
amplifying other employee stories/content.
1
2

9. ENSURE CONTENT STRATEGY ALIGNMENT
MASTER BRAND POSITIONING
SOCIAL NARRATIVE
Telling your brand story so that it adds value to your customers.
BRAND EMPLOYEES CUSTOMERS
Branded Content, Promotions, Product
Lifestyle Content
3rd Party Stories About the Brand
Real-time or Agile Content
Cultural, CSR related content

10. CONTENT AND STORYTELLING SHOULD BE ANCHORED IN
THESE 8 CORE VALUES
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
Current news, views
and insider
information
PROMOTIONS
Give me rebates and
product related
promotions

11. BUILD A NEWSROOM ORGANIZATION –
PEOPLE, PROCESS, TECHNOLOGY

12. ESTABLISH A CENTRALIZED EDITORIAL TEAM
Develop Content Strategy
Scale Content Globally
Source Technology Vendors
COE B
C
A
M
B
C
A
M
B Brand, Business Unit, Region
M Media Agency
Creative/Ad Agency
A
C Content/PR Agency
Content Governance
PEOPLE

13. ASSIGN ROLES & RESPONSIBILITIES
BRAND INTERNAL / EXTERNAL STAKEHOLDERS
Content Strategy EMPLOYEES
Leads community; drives
brand strategy, analytics and
publishing
Participates in brand storytelling
and campaign initiatives
Develops brand narrative, leads
content strategy and
development
Develops brand and creative
platform for large-scale
productions
Content strategy, creative and
media direction
Community & brand
engagement
Converged media (PESO)
buying and direction
Amplifies branded content
Creates original content
Shares and amplifies other
employees’ content
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.)
CONTENT AGENCY
(PR/Social/Digital)
CREATIVE AGENCY
PEOPLE

14. ALIGN THE GLOBAL WORKFORCE
GLOBAL
EDITOR
PEOPLE

15. 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

16. ESTABLISH SOCIAL POLICY AND RULES OF ENGAGEMENT
THERE ARE TYPES
OF CONTENT THAT
PAY PUT A COMPANY
OR EMPLOYEE AT
RISK …
THREATS
SLANDER
BASHING
COMPETITORS
INNAPRORIATE
REAL-TIME
CONTENT
LEAKING
CONFIDENTIA
L
INFORMATION
PROCESS

17. OPTIMIZE THE CONTENT SUPPLY CHAIN
Push to content
to paid
promotion
no
yes
Approved
Content
planning &
brainstorming
Contributor
submits
content
Post-ready &
submitted via
CMS
Editor
schedules
post/tweet
Submission
emailed to
Editors
Sent back to
Contributor for
revision or
rejection
Contributor may choose to
revise & re-submit
no
yes
Approved
Approval
request emailed
to Brand &
Legal
24 hrs.
Rejections sent
back to Editor
*Legal response
required. Brand
response not
required
Post or Tweet
automatically
published @
scheduled time
CONTENT BEST PRACTICES
PROCESS

18. DEPLOY THE RIGHT TECHNOLOGY
Platform Based
Technology
Community Based
Technology
TECHNOLOGY

19. COMMUNITY BASED TECHNOLOGY – DYNAMIC SIGNAL TECHNOLOGY

20. PLATFORM BASED TECHNOLOGY - ADDVOCATE TECHNOLOGY

21. OTHER PLATFORMS THAT WILL HELP DELIVER CONTENT
SOLUTIONS
Editorial
Planning
Content Marketing
& Publishing
Social CRM &
Listening
Advocacy
Platforms
TECHNOLOGY

22. THANK YOU
Want the slides? Email mbrito@wcgworld.com