Content and Digital Transformation in the Enterprise (By: Carlos Abler, Leader Content Marketing & Strategy @ 3M) #ContentIsrael15
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The post-digital world has brought with it a multitude of transformational mandates for the entire horizon of business. The imperatives for achieving content excellence as a core marketing and customer relationship practice mean bringing in methodologies foreign to the majority of business models and practice that are undergoing transformation. These include the often-cited content and media network management capabilities of media companies; but also include methods of non-profits, NGOs, governments and other civil society institutions. This session will go deep into an approach for content-enabled transformation in the context of large global organizations, addressing requirements for alignment across all levels of the organization, and also the vital role of parallel initiatives that both enable and are enabled by content initiatives and the the goals they serve, such as customer engagement platform development and human resource change management.
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Content and Digital Transformation in the Enterprise (By: Carlos Abler, Leader Content Marketing & Strategy @ 3M) #ContentIsrael15
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- 11. @Carlos_Abler Rhetoric is great. Tying to quantitative goals and straetgic objectives is even better.
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- 13. @Carlos_Abler Y1 Q3-4 Y2 Q1-2 Y2 Q3-4 Y3 Content-2-Customer + Engagement-Tech process, integrated with strategic planning Plan Leads from Global Marketing/Marcoms, Content Strategists, Data Sciences, BSO rep, and Champions from Portfolio/Segment/Functions • Present to champions. • Align to known goals and opportunities. • Identify key functional stakeholders for workshops. • Coordinate leadership alignment and support. Deploy, optimize, iterate. Walk and run states. Engagement-Tech Configuration Content and application initiative finalization and production. Segment and portfolio-level workshops to develop preliminary engagement plans. Informs opps. plan Strategic Planning + Content-2- Customer audience info development and business goal extraction. Engagement-Tech focused workshops. Engagement-tech vision and Roadmap. Content-2-Customer Content-Product and Engagement-Vision and Road-map workshops. Plan Content-2-Customer Content-Engagement Workshops Same as planning, plus additional leaders and/or champion Marketer, Sales, Customer Care, Legal and Tech Services. Mix maximum possible globa/area reps. Minimum one engagement platform architect. • Deep-dive on content and value added application education with team. • Workshop wish-list, opportunities and enablers. Tech-Engagement Workshops Same as above. Add necessary • Enhance engagement vision with platform opportunities. • Develop preliminary tech vision. • Identify implications and enablers. Iterate Content-Product, Engagement-Tech and Organization vision.Plan and develop engagement vision and roadmaps. Content-2-Customer + Strategic Planning + Extraction Same as Content-2-Customer Workshops + all portfolio and segment leads, likely minus legal. Emphasis on marketers. • Strategists lead extraction of key customer and business goal information. • Integration of information into workshop ideation guides. • Finalize required workshop attendees. Segment and Portfolio-level Workshops Same above + legal. • Map topics and tactics to audience goals • Customer lifecycle and decision-stage Journey mapping: tactics, linking calls-to-action, KPIs, SLAs and automation logic. Straw-man initiatives. Engagement-Tech Configuration Engagement-Tech Architects, Data and Platform Engineers. [Check role titles]. Application development roles. • Execute final engagement architecture implementation plan after input from initiative finalization. • Execute app development. In-general • Tech and content roadmaps become less “wish-list”, more prioritized via marketing plan and readiness. • Tech: Preliminary architecture hardens to requirements and implementation plan. • Organization goals harden into change management and resource plan. Stabilizes over time. Content and App Initiative Finalization Various roles from previous as owners, stakeholders and approvers. Internal and external production agencies. BSO-heavy depending on services offered. • See “Final Engagement Structuring” on Content- 2-Customer timeline.
- 15. @Carlos_Abler Editorial Content Strategy and Audience Development Content Marketing Strategists “Editors in Chief” (Global & Local/Area) Customer Intel. Topical Editorial Leads “Section Editors” (Global & Local/Area) Segmentation, Insight & CRM Specialists (Global & Local/Area) Social Mngmnt. Niche Community Channel Specialist (Global & Local/Area) • Segment or community topic area focus • Product and services area focus Leader of Audience & Content Strategy Content Production & Management Leader of Content Production & Management Content & Publications Operations Analyst Content Marketing Content Producers Producers& Makers Product Content Producers Content Creators. (See next slide) Content Managers Content Modeling, Tagging & Metadata Specialists Product Content Managers Content Delivery Specialist Vendor Services Lead Systems Administrators Business Process Manager Process& Infrastructure Analytics & Optimization: Product & Content Marketing Manager of Analytics, Insight & Conversion Content Conversion Rate Optimization Architect Data Analytics and Insight Specialists SEO Optimization Specialists eCommerce Strategy and Publication Development Leader of eCommerce Content Global Portfolio Strategists Locale/Area Portfolio Strategist Global Catalog and Syndication Producers Regional/Area Catalog and Syndication Producers Portofilio Content Product Publications Customer Application Strategy & Development Leader Application Strategy & Development Application Strategy Analysts Application Requirements Analysts Interaction Designers App. Graphical Designers (May be in Production Team) Information Architects IT Application Lead Application IT Architects Application Developers Engagement Platform Analysis & Implementation Engagement Solutions Architects Implementation execution roles Critical functions for engagement execution See next slide for adapted version for PSD US. Boxed in red are particularly crucial change management opportunities for success. Leader of Content & Conversion Optimization Carlos Abler Modified Marcomms roles
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- 18. @Carlos_Abler Preparation work Role(s) & purchasing influence Role(s) goals & pain-points Role(s) tasks, contexts & channels: Info, comm, util. & $ Customer/Channel purchase stages, selling stages Identify content and tools role(s) find valuable Identify go-to-market inputs: forces & priorities Identify competitors Architect & produce Trend, listening, metrics, approach Influencer engagement plan Competitor & audience research gaps Identify tactics & engage channel mix Editorial Calendar & Pub. Plan(2) Identify topics & keywords Production plan(3) Asset gap & opportunity audit(2) Link building & guest blogging Goals & KPIs: Business, audience Engagement & automation rules, SLAs Identified prioritized audiences Content curation, creation, management, delivery and optimization. Deploy & optimize Activate & monitor Measure, listen, adjust. Daily, weekly, monthly, quarterly and yearly reporting. Workshop Topics and tactics mapping Tactics and pain-point mapping Journey mapping: Tactics to stages, Linkage & Stage-flow Goals and KPIs Straw man campaigns & Initiatives Content Operations Executive buy-in Leadership and steering committees Preliminary resource and owneship mapping. Resource allocation and ownership matrix Pilot prioritization. Resource commitment Strategic landscape, market priorities and gaps. Operational roadmap Depth audits as needed High-level strategies, visions and manifestos
- 19. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Role(s) & purchasing influence Role(s) goals & pain-points Role(s) tasks, contexts & channels: Info, comm, util. & $ Customer/Channel purchase stages, selling stages Identify content and tools role(s) find valuable Identify go-to-market inputs: forces & priorities Ideal prep-work period Topics and tactics mapping Ideal workshop period Tactics and pain-point mapping Journey mapping: Tactics to stages, Linkage & Stage-flow Goals and KPIs Straw man Campaign/Initiatives Identify competitors Late-start preparation (1) NOTES (1)Feasibility of plans or ability to do adequate prep-work TBD. Efforts could result in laying groundwork for following makreting season. (2)See full c2c checklist for more steps related to this activity. Planning, deployment & monitoring Trend, listening, metrics, approach Influencer engagement plan Competitor & audience research gaps Identify tactics & engage channel mix Editorial Calendar & Pub. Plan(2) Identify topics & keywords Production plan(3) Asset gap & opportunity audit(2) Link building & guest blogging Goals & KPIs: Business, audience Engagement & automation rules, SLAs Activate & monitor Measure, listen, adjust. Weekly, monthly and quarterly reporting. Y-2 prep-work for new practices. Campaign/Initiative deploy Y-2 workshop Campaign structuring Y-2 editorial calendar for ongoing Y-1 practices. Prep-workWorkshopping Ops-plans, budgets Ops-plans, budgets Budget and resource re-alignment if late start. Else efforts may be judged non-feasible. Identified prioritized audiences Content curation, creation, management, delivery and optimization. C2C processes
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- 33. @Carlos_Abler CUSTOMERSTORIES • USERGENERATEDSTORIES • CASESTUDY • CUSTOMERSPOTLIGHT • HEROSTORY • CUSTOMERREVIEWS NON-OWNEDCHANNELS • PROMOTE/LINK-BACK TOCONTENT • PROMOTE PRODUCT • PROMOTEDTWEETS / POSTS • COMPANY CONTRIBUTE GUEST POST • INITIATETOPICAL DISCUSSIONS. ASK FOR OPINIONS. • RESPOND : TOPICAL COMMENTS • RESPOND : BRAND COMMENTS (PR) • LISTEN : LEARN FROM CUSTOMER • LISTEN : IDENTIFYTRENDS • SUPPORTVIA SOCIAL CHANNELS • INFLUENCER RELATIONS • COMMENT ON BLOGS/FORUMS • LINK BUILDING • SPONSORED CONTENT & COMMUNITY DISCUSSIONS& COMMUNITIES OWNEDCHANNELS • RESPONDTOOWNED BLOGCOMMENTS • WEBSITE INTEGRATION OF SOCIAL • RATINGS & REVIEWS • INVITEGUEST POSTS • ENTERTAINMENT • HUMOR • NOVELTY& THEBIZARRE • CONTEST • CASUAL GAMING • COLLABORATIVECHALLENGE LEISURE, NOVELTY ARTICLES& TRENDINGNEWS • SHORT 'BLOG' ARTICLES • RESEARCHEDARTICLE • ARTICLE SERIES • GUESTAUTHOR / BLOGGER • ADVERTORIAL • ARTICLE DIGEST (Emailed, eBook) • SPONSORED BLOG RESEARCH& REPORTS • WHITEPAPERS • ANALYSTREPORTS • CLINICAL STUDIES • PRESENTATIONS/ "SLIDESHARE" • FACT SHEET • iNDUSTRY / MARKET FOCUSED • BEST-PRACTICE GUIDE • INSTRUCTIONAL GUIDE, MANUAL • COLLECTION OF CONTENT (e.g., blog) • SAMPLECHAPTER • POSTER • INTERESTINGPACKAGE INSERT • BROCHURE E-BOOKS& PHYSICAL PRINT TOOLS& RESOURCES • CHECKLISTS • CALCULATORS, ASSESSMENTS • SEARCHABLEDATABASES • PLANNINGTOOLS • PRODUCTIVITY • CURATEDLISTS; WEBSITE, PEOPLE • KNOWLEDGEBASE, LIBRARY RFPGENERATORS • BANNERSWITHRICHCONTENT; VIDEO, TABS, ETC. • ADVERTORIALS • EVENT/EXPERIENTIAL MARKETING • ENVIRONMENTAL INSTALLATIONS • SPONSOREDCOMMUNITIES, CONTENT • CAUSEMARKETING • SURVEYS ADVERTISING& OUTREACH IMAGES& INFO-GRAPHICS • INSTRUCTIONAL DIAGRAMS • COMPLEXTOPICSMADEEASY • HIGHINTERESTSTATSANDFACTS • HUMOROUSIMAGES • VISUAL STORY-TELLING/ COMICS • IMAGEGALLERIES ANDCOLLECTIONS AUDIO, VIDEO& WEB-CASTING • WEBINAR • WEBCAST / VID-CAST • LIVETRAINING, INSTRUCTION • LIVE DEMO • LIVE SUPPORT • VIDEOSERIES • " BEHINDTHESCENES" / " REALITY" • TALK SHOW • ROUNDTABLE DISCUSSION • VIRTUAL EVENT • PODCAST • PODCAST OFAUDIOFROM VIDEO • GALLERIES : INAGES ORVIDEO • VLOGS • OFFER RICH CONTENT DOWNLOAD • E-CONTENT SUBSCRIPTION • EMAIL CONVERTED FROM BLOG ARTICLE • EMAIL ARTICLEDIGEST • E-NEWSLETTER SUBSCRIPTION • E-NEWSLETTER SPECIAL EDITION • PROMOTION • MARKETINGAUTOMATION EMAIL, LANDINGPAGE, FORM EMAIL • SOLUTIONS SELLINGPAGES • PRODUCT FEATURES, BENEFITS, SPECIFICATIONS, PROOF POINTS • PRODUCT CONFIGURATOR • PRODUCT DEMOS IN USE • PRODUCT CATALOGS • CUSTOMER PRODUCT RATINGS & REVIEWS • PRODUCT COMPARISONS • PRODUCT HOW-TO, SUPPORT • PRODUCT CASESTUDIES • VIRTUAL PRODUCT • SELL SHEETS • PRICINGSHEETS • MSDS, REGULATORY • PRODUCT SUPPORT, GUIDED SHOPPING PRODUCTCONTENT TACTICFREQUENCY TACTICFOCUS Customer's market topic focused Product or company focused Customer story or case study Customer solutions focused QUARTERLY MONTHLY WEEKLY YEARLY/BI DAILY REAL-TIME ONE-OFF Customer related interest, entertainment SERIES 1 32 BUNDLE ASSETRE-IMAGINING Several assets bundled into a larger asset Larger asset "atomized" into smaller assets 4 Existing assets re-used in another context SUBSCRIPTION FACEBOOK SLIDESHARE YOUTUBE NICHECOMMUNITY LINKEDIN TWITTER PINTEREST 3M.COM CHANNELS SOURCE ORIGINAL CURATED INTERNAL TEAM AGENCY AUTHORNETWORK LICENSED ADNETWORKS Product topic only TOPICRELATIONTOPRODUCT Product topic nested in non-product topic Non-product topic links to product topic (or call to action that furthers sales qualification) MOBILE/ WEBAPPLICATION& SMS Existing assets stimulate ideas for new asset Several assets re-combined into richer asset
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- 63. @Carlos_Abler Silo-smashing collaboration • Ownership and alignment silos (tugs-of war and/or finger pointing) • Who owns governance? • Who owns the strategy? • Who owns the customer? • Who owns the audience? • Who owns the publication? • Who owns resourcing? • Who owns the content? • Who owns the engagement channels? 7 deadly sins of silos Ownership gaps Control conflict Process disconnect False representation Finger pointing Redundancy Hoarding Marketing Support PR HR Sales Global Entity Regional Entity Country Entity Admin IT
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