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Social Framework Design

  2. “Digital marketing is at a crossroads, and it’s the brands that understand the role of context in delivering customer value that will excel in this new era of connectivity. Analyst, Best Selling Author, Speaker Brian Solis
  3. Based on Generational Values in today’s hyper-connected and omnichannel digital landscape... The New Consumer Relationship is now defined by the Brand Experience on the consumer's own timeline.
  4. Where relevance, personalization & context rule, Content is the New Currency in the New Digital Economy. How It Is Earned... How it is spent... Will dictate our future prosperity, growth and success.
  5. • The essence of social media comes down to people... and how their digital behaviors and influence differ from that of offline populations before them. • Where the most persuasive value propositions today for social media users are those that... optimize time, offer flexibility, and provide a unique and contextual personal experience. • Therefore, we must continuously be aligned to this premise by asking ourselves...
  6. What are the values, likes, needs and preferences of our social media followers?
  7. What must start with process and methodology to realize our success driven by analytics to create value among our constituent target audiences.
  8. Process and methodology will be a systematic approach to guide our social media efforts…
  9. It starts with designing our social media efforts as an integrated and critical part of our digital framework… which can be efficiently managed to support an experiential seamless user experience.
  10. Strategic Directions Framework Vision Goals & Objectives Aligned ROI KPIs Aligned Strategic Directions Documented Process & Methodology Frameworks Workflow Alignments Partner Teams Onboarding Search & Paid Directions Content Directions Themes & Campaigns Production Publishing Distribution Localization Promotion Optimization Engagement & Conversion Community Management Lead Tracking Triggered Response Real-Time Personalization Mobile Measurement Planning Workshops Adaptation & Adjustments Roadmaps Defined Milestones Established New Asset Development Ecosystem Aligned to Journey Mapping Persona Touchpoint Content Needs Assessment Brand Story Guidelines Visual Branding Guidelines – Online/Offline Integration Consortium Branding Content Needs Assessment Touchpoint Heatmaps Aligned to Personas Current Asset Upgrades Technology Stack Setup Timelines Applied Budgets Aligned THE STRATEGIC GUIDING DIGITAL FRAMEWORK
  11. WHAT ARE THE GUIDING PARAMETERS Strategic Directions Process Task Inclusion Vision, Goals, Objectives,KPIs & Strategic Directions Articulation of governing vision, re-alignment of goals and objectives,documentation of KPI success factors and overall master strategic direction Milestone Setting, Timelines, Roadmaps & Budget Alignments Establish milestone management parameters via aligned timelines, roadmaps and budgets Ecosystem Alignments & Technology Stacks Re-align social ecosystem to journey mapping and digital touchpoints; identify and develop new asset needs; scheduleany asset major upgrade as discovered in audit discovery phase; acquire, setup new technology tools / systems / platforms as needed Content & Branding Guidelines Clearly document all branding guidelines, incorporate offlinebranding with online branding, assess content needs for digital consumer and employer branding needs Process, Methodology & Execution Customize and execute master processand methodology models per each unique client engagement Measurement, Planning, Adjustments Continually measure performanceand adjust execution and planning in iterative cycles
  14. Where do we get started? How do we realize our vision...
  15. We must set measurable and realistic objectives and goals.
  16. We must quickly build an expanded and engaged community presence across each core channel for critical mass.
  17. We must execute at a high and consistent level withaninitial strategic direction and framework based on applying industry best practices.
  18. We must focus on content emphasizing community growth, engagements, and the Follower experience to build MoM Brand awareness, education and conversion.
  19. We must continually test, monitor, re-test and measure goal performance, while defining best practices throughout the entire touchpoint journey based onfollower engagements and desired user actions.
  20. And we must gather consumer insights along the way... to study the touchpoint journey (as critical mass builds) for continually aligning channels, strategic directions, campaigns and content to ever changing audience digital behaviors.
  21. OUR GUIDING PLAYBOOK will become a multi-step process which ensures... we are always defining best practices for improving process, execution and community engagement performance to maximize marketing ROI and benefit.
  22. With the understanding strategies and tactics will constantly evolve fromlessons learned fromeachstage inthe execution cycle.
  24. We must continually align the All of Us Brand to community expectations.
  26. How we connect with our communities... How we deliver unique value...
  27. How we go from the initial connection to the fulfillment of our brand promise will largely be governed by content.
  28. THIS NEEDS TO BE FUNDAMENTAL TO OUR STRATEGY. This needs to be fundamental to be our execution.
  30. • What are the Regional vs. National Launch Schedules? • What is at the core vision of our social media emphasis and execution? (community, education, information, inspiration/experiential, web traffic, conversion/email opt-ins) • Do we have clear purpose & use for our social media channels? (e.g. Facebook vs. Twitter vs. Instagram vs. YouTube) • What is the desired content (storytelling) theme message directions? How will content directions be aligned to channel use? Ecology models? Personas? • How will followers be attracted? How will we build awareness at scale? How will the communities be engaged and managed? • How will content be developed and/or curated? What are the approval cycles? How do we plan for needs? What are our content needs by channel? WHAT ARE OUR GUIDING DIRECTIONS
  31. WHAT ARE THE GUIDING OBJECTIVES Communicate & Engage Build Awareness Educate & Inform Deliver an Experience Stimulate Program Participation All content should seek to engage, inform and/or support the overall touchpoint journey and Brand experience.
  32. HOW WILL WE MOTIVATE AUDIENCES Ecology Models (Psychographics & Motivators) Personas (Lifestyles) Demographics (Race, Ethnicity, Gender, Age) Regional Influence (Real World Associations)
  33. – Common Brand image across all digital assets • Objective: Ensure all digital assets (Social + Web) have common look and feel – Integrate digital assets for common brand identity • Objective: Build direct tie-ins and links across all digital assets for easy discovery, navigation, and recognition – Leverage experiential marketing to build greater brand affinity • Objective: Develop pilot campaigns and activities around ecology models and target personas to engage and attract the general population universe • Objective: Develop complementary and supporting pilot campaigns and activities around Corporate Partner and Co-Awardee activity and with their social followers WHAT WILL BE THE BRANDING GUIDELINES
  34. WHAT ARE OFFLINE CONSIDERATIONS • What events / promotions do we need to plan for on a regional and national basis? • How can ‘real-world’ activities be leveraged into social media and its content strategy? • How do we collaborate with consortium partners to ensure a consistent brand image with common goals and objectives? • How do we activate large portions of the general population and encourage a growing and inspirational social media following?
  35. HOW WILL WE DEFINE SUCCESS q Execution Goals: e.g., execute at a high level based on social media best practices • Develop systems for content creation, calendars & publishing - develop efficiencies, measure and refine for influence based on engagements q Measurable Goals: e.g., build digital Fan experiences through content marketing, app development and social assets • Systematically track, measure and adjust for optimum results and performance q Milestone KPIs: e.g., grow social Fan / Follower communities • Set social profile growth targets - realize using a combination of owned, earned and paid media (organic vs. earned vs. paid) q Benchmark KPIs: e.g., realize incremental and sustained increases in MoM performance for awareness and conversions • Set web traffic goals; leverage (SEO) tagging, social and link building, conversion targets
  36. HOW WILL WE LEVERAGE THE ECOSYSTEM AOU Website Facebook Twitter Instagram YouTube Other HPOs FQHCs WebMD Walgreens Other Consortium Partner / Co-Awardee Level Digital & Social Properties Participant Mobile App Digital Assets SEO + SEM Email Campaigns Social Campaigns Advertising Campaigns PR & Blogger Campaigns Real World Events SMS Push Notifications Information Publishing Paid Promotion Partner Promotion
  37. HOW DO WE OPTIMIZE CHANNEL USE Channel’s demographics and usage. Facebook Purpose & Use • Social Hub • Awareness, Education & Information • Community engagements • Organic follower growth Instagram Purpose & Use • Social Extension • Awareness • Impressions, engagements, virility • Organic follower growth Twitter Purpose & Use • Social Extension • Awareness, Education & Information • Backlinks & Web traffic • Organic follower growth Search Purpose & Use • Organic Discovery • Awareness • Web traffic • Visits, page views and duration YouTube Purpose & Use • Social Extension • Awareness • Video views & impressions • Organic follower growth Influencers Purpose & Use • Social Extension • Awareness & Credibility • Impressions, engagements, virility
  38. WHAT ARE CORE CONTENT CONSIDERATIONS • What are the daily / weekly content volume needs x channel? • What percentages will be applied to owned vs. curated content? • What lists exist for pre-approved curated content sources? • What does the content approval process look like? • How far in advance does content need to be planned and approved? • How will content be developed into content streams for specific ecology models and target persona profiles? • How will content be leveraged across corporate partner and co-awardee digital assets and social profiles? • How can content be leveraged for offline touchpoints and synchronizations? • How can administrative efficiencies be applied in management and execution? • How do we maintain continuity of brand image across the entire digital ecosystem for branding, messaging and linking?
  39. WHAT ARE FACEBOOK CONSIDERATIONS AllofUs Facebook Audience Targeting Multi-Lingual Posts Discovery Tagging Content Linking Post Promotion Content Sharing Regional Dark Posts A/B Testing Zip Code Targeting Look-Alike Audiences Content Types & Themes Device Targeting Publishing Schedules
  40. WHAT ARE TWITTER CONSIDERATIONS AllofUs Twitter Audience Targeting Multi-Lingual Posts Targeted Streams & Lists News Jacking & Tagging Content Linking Tweet Promotion Content Sharing Visuals Photo & Video A/B Testing Audience Targeting Re- Tweeting Content Types & Themes Influencer Marketing Publishing Schedules
  41. How will we govern our efforts to ensure continual growth and community value...
  42. A GUIDING PLAYBOOK ROADMAP It will commence with (4) key considerations to Leverage Structure, Frameworks, Process and Teams.
  43. THE PROCESS ROADMAP Planning Phase Development Phase Management Phase Governance Phase This phase builds the structure,frameworkand business intelligence to guide the overall initiative. As variouselementsof theplanning phaseare completed,strategicdirectionsandguidelines beginto takeshapeintocontentframeworks. In the managementphase, Content Engineering is applied to define managementand workflow best processes incl. automation. In the last phase, team structuresincluding roles and processes are put into place to governthe execution of the overall initiative.
  44. 01 PLANNING PHASE • Objectives defined for the content marketing initiative mapped to the program objectives and goals. • A strategic framework built to guide, manage and govern the initiative. • The Brand Story is developed to be a common theme carried throughout all content development. • The message platform reviewed and aligned to key core values as a guiding instrument for content development. • Target ecology modeling and demographic personas created to ascertain interests, likes, affinities, personalities and online preferences and habits. • Channel mapping conducted to align target audiences to channel use and influence. • Competitive and inspirational digital content audits created to discover deeper insights into the psychographics of targeted community engagements. • An internal content inventory audit conducted, managed and maintained to document existing digital and physical assets which can be leveraged into content planning and needs.
  45. 02 DEVELOPMENT PHASE • Strategic content directions and requirements defined to govern and steer content production. • Personality, style and tone guidelines developed. • Channel, media and content mix guidelines constructed to define content development and publishing best practices and directions. • Content re-use / re-purposing guidelines developed. • SEO, CTAs and Landing Pages best practices outlined and documented. • Multi-device, mobile and cross targeting guidelines developed and documented. • Campaign theme and style use guidelines by channel documented for Branded and curated content, with added considerations for special events and any 'would be' partner tie-ins. • KPIs identified mapped to initiative objectives and goals using four categories of metrics: consumption metrics, sharing metrics, lead generation metrics, and conversion metrics. • Analysis and reporting templates built. Review cycles outlined. • KPI thresholds determined and documented for necessitating program re-alignments.
  46. 03 MANAGEMENT PHASE • Workflowsand processes defined and documented to deliver maximum organizational efficiencies. • Publishing tools and platforms selected, optimized and activated. • Processes for analyzing ongoing content needs based on past KPI performance identified. • A digital asset library and archival process and system built and activated for internal and external access and use. • Guidelines put into place for best practices to publish and cross-promote content across channels for tighter digital integration. • Guidelines defined to govern the use of Paid Content Promotion based on best practices and per channel use. • A Hub and Spoke Model implementation playbook guide written for promoting the initiative across consortium partner and co- awardee activities. • Outlines content strategy in detail, and provides an easy step-by-step tutorial for developing and executing partner and regional efforts.
  47. 04 GOVERNANCE PHASE • CoE (Center of Excellence) is elected as a consortium of experts who provide strategic leadership and guidance on best practices. • The Editorial Board or Content Council is formed as a team of content creators and/or marketing professionals who meet regularly to align content. • Content Leads are appointed who editorially or strategically lead individual content initiatives. • The Executive Steering Committee is created as a cross functional strategic group to provide business oversight across the entire initiative. • The Content Department is the in-house, agency group staff creating the content. • Inter-Office Corporate Oversight defines the roles and processes to provide agency oversight and governance to independent partner or co- awardee initiatives. • Inter-Agency Collaboration defines the roles and processes for collaboration among stakeholder agencies to ensure content reinforces a seamless brand experience.
  48. PROCESS ROADMAP BENEFIT ANALYSIS • Overall governance will bring disparate stakeholders together into core teams to ensure positioning and messaging reinforces brand image and values, and leverages building a seamless brand experience. • Long-term rigid planning will be leveraged with iterative planning cycles to provide a dynamic platform to respond and adjust content directions to transformative digital trends and change catalysts. • The touchpoint journey and experience will always be front and center as the keystone to content planning and development. • Content analysis and planning will be an ongoing process to identify resonating content themes and topics that appeal to target demographics. • Content engineering practices will leverage technology and structured processes toautomate content distribution. • Real-time analytics and measurement based on objectives will constantly track KPI performance to govern evolutions and to continuously align best practices to drive experiential campaign design for maximum ROI.
  49. As content becomes the keystone to our social media strategy, how will we turn strategy into action?
  50. EXPERIENTIAL AUDIENCE DESIGNS Delivered via experiential, lifestyle designs. Aligned to target demographic behaviors. Produced with clear objectives. Reinforce a seamless brand experience. Complement real world, brand image. Build engagements on the follower’s own terms. Deliver inspirational themes for building brand affinity. Consistently publish to create trust and credibility. Identify with target demographics. Flexibility to evolve with digital change catalysts. Distribution Content Placement and Syndication Measurement Listening, Tracking and Performance Analysis Brand Experience Planning Research, Ideation, Strategy Context & Relevance Development Content Creation, Asset Management Optimization Search, Social, Usability Optimization Content Development Alignment
  51. DIRECTIONAL PLAYBOOKS • Content should deliver core brand values, messaging and positioning through experiential, lifestyle designs. • Content should be aligned to and identify with target demographics and groups, online behaviors and preferences. • Content themes and directions should be flexible to grow and evolve with continuing digital change catalysts. • All content should be produced with clear objectives which are measurable and can be linked to influence and ROI. • Content should reinforce a quality blended and seamless touchpoint journey and brand experience across the digital ecosystem. • Content should complement the brand image and positioning found in the physical world supporting offline touchpoints. • Content should build engagements on the Follower’sown terms. Delivered at the right place, at the right time with high degrees of relevance and context wherever possible. • Content should seek to create emotional responses via inspirational themes to create brand affinity. • Content should be consistently delivered to build trust and credibility; while building tribes and nurturing followers. • Content should leverage the art of communication and storytelling (written, verbal and visual). Common Goal Execution Guidelines
  52. FREQUENT STORYTELLING Micro-Moment Content Designs Analytical What type of content is resonating with audiences? Common Center Creative Micro-moment conceptualization In serial format Persona Target Identity Traits Visual Cue Identifiers Message Cue Motivators Social Object Creation Optimized Distribution Events, Campaigns, Weekly Engagements 1. What’s the objective? 2. What’s the desired result? 3. Who are we targeting? 4. What’s the visual storyline? 5. How and where will we engage? 6. What is success? Emotive micro-moment campaign concepts easily coming to life using storyboarding to develop the serial storyline visual assets.
  53. EMOTIVE RESPONSE EXPERIENCES Anticipated Serial Storytelling • Each serial storyline would stand on its own to tell an expanded visual brand story over a series of multiple posts leveraging the concept “consumer attention is best realized through snackable micro-moments.” • Each individual post would also encapsulate a key visual/message takeaway that can also stand on its own or be recalled with ease and emotional contextual relevance when viewed as part of the more expanded storyline. • Serial storylines can be of any length (number of posts or duration). • Storylines can also overlap within a publishing calendar if strategically designed and scheduled for multiple, distinct segmented audience profiles to reinforce the ability to continuously deliver fresh content to all target audience newsfeeds on a consistent and regular basis. • The ultimate goal is to create a more consistent publishing schedule with anabundance and variety of contextual content in support of Campaigns and sustaining year-roundlevelsof high engagements. • If successful, the Campaign and all marketing efforts can elicit far greater emotional attachment to the brand while increasing reach, awareness, engagements and influence with multiple targeted audiences – without being overtly promotional.
  54. STRUCTURE & MANAGEMENT Hub and Spoke Model KPI & ROI Managed Engineered Efficiencies Content Analysis Steered Touchpoint Journey Driven Iterative Planning Open Team Collaboration Consortium Hub & Spoke Partner Models
  55. CONTENT GOVERNANCE FRAMEWORKS Development (Frameworks) Strategic Directions Campaign & App Creation Brand Promotion UGC Events & Retail Tie-ins Content Creation Personality, Style & Voice Guidelines Channel, Media & Content Mix Guidelines Re-Purposing Guidelines SEO, CTA & Landing Page Guidelines Performance Tracking Channel KPIs Measurement Analysis & Reporting Program Re- Alignments Management (Process) Content Engineering Workflows Publishing & Delivery Tools & Platforms Asset Library & Archival System Hub & Spoke Implementation Guide Content Distribution Channel Selection& Integration Paid Promotion Governance (Teams) Leadership & Team Roles Centerof Excellence Consortium Editorial Board Content Leads Executive Steering Committee Content Departments Inter-Agency Collaboration Corporate Oversight Content Strategy Framework Objectives & Goals Guiding Framework Brand Story Development Messaging Platform Resource Planning & Allocation Business Intelligence Personas & Content Mapping Channel Mapping Competitive & Inspirational Review Benchmarking & Audits Content Inventory Audit Internal Performance Benchmark Planning (Structure)
  56. CONTENT OVERSIGHT PROCESSES Weekly Oversight Process
  57. CONTENT NEEDS ASSESSEMENT PROCESSES Content Performance & AnalyticsInput NeedsAssessment Input Channel Mix Needs Review Persona Mix Needs Review Content Type Needs Review Tabulating & Cataloging
  61. CONTENT DISTRIBUTION PROCESSES Blog Post Distribution Example Blog Post Representation
  62. DATA ANALYTICS & MEASUREMENT PLANS AOU Precision Medicine Initiative KPI Measurement Plan AWARENESS – COMMUNITY – EXPERIENCE – EDUCATION – INFLUENCE – CONVERSION KPIs & Tactics Acquisition Owned, Earned & Paid Influence Behaviors Marketing Engagements Outcomes Marketing Conversions Signups Audience Profiling Campaigns & Content Website Traffic Activations Metrics Organic (Earned) Reach + Frequency Impressions Paid Reach + Frequency Impressions Total Reach + Frequency Impressions Performance Metrics x Campaign Engagement Rates x Content Community Growth x Channel Assisted Traffic x Site Activity Assisted Conversions x Attribution Accumulated Counts x Target Demos Target Goals Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Data Platform Analytics - DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website Analytics - - Attribution Modeling Analytics - [Mobile] App Analytics - Segments - Performance & Attribution Social Media + Marketing Channels Audience Profile Segmentation DMA Market Segmentation Desktop Mobile Cross-Device Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions
  63. GUIDING BEST PRACTICES Don'ts • Don't neglect to produce content viewers actually want. Content cannot have influence if it doesn't identify with the target demographics. • Don't overtly sell. Engaging in conversations with target audiences for the purpose of satisfying follower needs will lead to greater credibility and trust. • Don’t forget about design. Digital followers are extremely visually cued and leading the eye to an attractive post can make a world of difference in engagements and influence. • Don’t think the touchpoint journey is linear. Content needs to be properly targeted and topically relevant across a mix of owned, earned, and paid media to establish many “starting lines” throughout the journey. Content Marketing Do's • Do create a documented strategy. The biggest fail today with content marketing is the absence of a documented strategy. • Do leverage ecology modeling and target personas. Produce a steady stream of experiential content that identifies with target audiences. • Do make content social and shareable. To overcome awareness problems, content must produce engagements. • Do be more strategic with short-form mobile content. An increasing mobile audience is becoming an audience of mobile-first users. • Do measure content performance. Establish a clear link between metrics and business objectives.
  64. DEFINING THE NEXT STEPS Core Areas of Activation q Adoption of presented framework, process and methodology. q Assignment of teams, roles and responsibilities with identification of consortium partners. q Development and facilitation of a consortium-wide collaboration planning workshop. q Discovery process stage activated and completed with timelines, milestones and budgets. q Digital and social ecosystem footprints readiness for social integration and execution. q Hub and Spoke model campaign and content planning and development q Launch activities defined and planned and rolled out to general public across owned social profiles. q Measurement plans, KPIs, and analysis cycles implemented. q Benchmark reporting activated and published across consortium. q Measurement and optimization commencement. q Scheduled team collaboration and consortium updates.