Index
A
AARP (American Association of Retired Persons)
content governance, 226
content marketing challenges, 122
Abramovich, Giselle, 121
Addvocate, 85
Adidas, 198
administrators, 236
advocacy. See brand advocacy
agility of media companies, 56
AIG, 206
Amazon Prime, 44
AMC Theatres, 105
American Association of Retired Persons (AARP)
content governance, 226
content marketing challenges, 122
American Express Open Forum, 180
American Red Cross, 103
analysts, 235
analytics, in Sprinklr example, 48-49
ArCompany, 125
Armano, David, 44
Arnold, Bob, 122
The Atlantic, 189
Audi, 105
audience affinities, 203
audit trails, 209
B
Baer, Jay, 74
Bailey, Kirsten, 76
Baumgartner, Felix, 142
benefits, role in content narrative, 146
Bobbi Brown Cosmetics, 82
Boff, Linda, 199
brand advocacy, 73
employees as brand journalists, 78-79
measurement, 84
partner advocacy, Pure Channel Apps example, 88-89
brand associations, defined, 146
brand personality, defined, 145
brand position, defined, 145
brand promise, defined, 145
brand story. See also content narrative
defined, 145
focused storytelling, in channel strategy, 172-174
long-form content
balancing with short-form content, 179-180
best practices for writing, 180-183
role in content narrative, 144-146
tone of voice in, 158
visual storytelling, in channel strategy, 177-178
brands
community perceptions of, 149-150
defined, 144
organizational structure by, 240
passion brands, 123
social brands, social businesses versus, 44-47
British Airways, 33
Brown, Bobbi, 82
Brown, Danny, 125
Brown, Julie, 121
Brown, Orion, 123
budget, content marketing challenges, 127
Burger King, 221
business objectives, consistency of, 27-28
business strategy. See social business strategy
C
CADD (Customer Attention Deficit Disorder), 19-20
Cadence
content marketing, 243
real-time marketing, 106
campaigns, mapping to channel strategy, 168
Cathy, Dan, 35
celebrating short term wins, 67
Centers of Excellence (CoE), 60-69, 237
considerations for building, 65-67
integration into organization, 68-69
organizational structure, 63-65
change agents, for Centers of Excellence (CoE), 66
channel strategy
balancing long- and short-form storytelling, 179-180
finding and preventing gaps, 164-167
mapping content narrative to, 167-171
organizational structure, 238-239
Whole Foods Market example, 163-164
writing long-form content, best practices, 180-183
Chernov, Joe, 124
Chick-fil-A, 35
Chief Content Officers, 233-234
Cisco Systems
content marketing challenges, 123
social business command centers, 102
Clemson University, 102
CoE (Centers of Excellence), 60-69, 237
considerations for building, 65-67
integration into organization, 68-69
organizational structure, 63-65
in brand advocacy plans, 83
in Centers of Excellence (CoE), 69
in content governance, 211-213
content marketing challenges, 127-130
American Red Cross example, 103
Cisco Systems example, 102
Clemson University example, 102
framework, 97
Gatorade example, 103
MutualMind example, 110
PeopleBrowsr example, 111
implementation phase, 100
improvement phase, 101
strategic importance of, 94-96
University of Oregon example, 101-102
communication. See collaboration
community management
roles and responsibilities, 233-236
community perceptions of brand, 149-150
Compendium
content marketing, 243
competitor intelligence, 22
Confucius, 175
Connection Analysis Report, 151
connectors, as change agents, 66
consistency of business objectives, 27-28
consumers. See social customers
content
brand advocacy, 73
employees as brand journalists, 78-79
measurement, 84
Pure Channel Apps example, 88-89
CADD (Customer Attention Deficit Disorder), 19-20
from media companies, 56
media versus, 17
optimizing for search, 19
content council model, 237
content department model, 238
proactive content workflows, 213-216
reactive escalation workflows, 216-218
in social business strategy, 38-39
social media channel creation, 218-220
social media password management, 220-224
in Sprinklr example, 48
content lead model, 238
content management, disjointed practices, 37-38
challenges
AARP (American Association of Retired Persons) example, 122
ArCompany example, 125
Cisco Systems example, 123
Kellogg example, 122
Mindjet example, 124
Nestle Purina example, 121
Ricoh example, 125
Sears example, 124
converting to content strategy, 130-131
successes
American Express example, 118-119
Marriott example, 119
Vanguard example, 120
Virgin Mobile example, 117-118
technology selection, 243
content narrative. See also brand story
identifying in channel strategy, 165
community perceptions of brand, 149-150
consumer search behavior, 154-155
corporate social responsibility, 146-147
customer service pain points, 156-157
historical and current content performance, 154
media perceptions of brand, 148-149
product benefits, 146
mapping to channel strategy, 167-171
content publishing, technology selection, 244
content strategy
in brand advocacy plans, 83-84
channel strategy, Red Bull successes, 207-209
in channels
balancing long- and short-form storytelling, 179-180
finding and preventing gaps, 164-167
mapping content narrative to, 167-171
Whole Foods Market example, 163-164
writing long-form content, best practices, 180-183
content governance
proactive content workflows, 213-216
reactive escalation workflows, 216-218
social media channel creation, 218-220
social media password management, 220-224
content narrative
converged media
blending real-time and planned content, 200-201
Creative Newsroom model, 201-205
earned media amplification, 197-198
Facebook promoted posts, 192-194
deliverables, 131
organizational structure, 229-231
by brand, 240
for converged media and real-time marketing, 241-242
by region, 240
roles and responsibilities in, 233-238
content themes, 203
Contently
content channel strategy, 183-184
content marketing, 243
contracts, for brand advocates, 83
contributors, 236
converged media
earned media amplification, 197-198
Facebook promoted posts, 192-194
organizational structure for, 241-242
real-time marketing
blending with planned content, 200-201
Creative Newsroom model, 201-205
Co-op, 213
corporate social responsibility, role in content narrative, 146-147
Creative Newsroom model, 201-205, 215-216
credibility of brand advocates, 76-78
Crescendo
real-time marketing, 106
crisis communication plans, 36
CRM (customer relationship management), 244
cross-functional content chief model, 238
Crowdtap, 85
CubeTree, 213
current content performance, role in content narrative, 154
Customer Attention Deficit Disorder (CADD), 19-20
customer service pain points, role in content narrative, 156-157
customer stories, mapping to channel strategy, 168
customers. See social customers
CyberEdge, 206
Cynapse, 213
D
Dachis, Jeffrey, 108
Dachis Group’s Real-time Marketing Platform, 107-108
Darwin, Charles, 211
“David Miscaviege Leads Scientology to Milestone Year,” 189
devices
CADD (Customer Attention Deficit Disorder), 19-20
discovery phase (social business command centers), 98-99
diversified content, in channel strategy, 174-176
Dynamic Signal, 84
E
earned media
in converged media, importance of, 189-192
defined, 188
Ebyline, 243
Edelman, Richard, 56
Edelman Trust Barometer, 23, 76-77
editorial board model, 237
editorial calendar, in channel strategy, 170-171
employees
inappropriate social media usage, 35
in value creation model, 43-44
engagement, in Sprinklr example, 47-48
enterprise advocacy. See brand advocacy
events, mapping to channel strategy, 168
executive steering committee model, 238
expectations, of brand advocates, 82
external contributors, 235
external marketplace. See social customers
Extole, 85
F
fan interests, role in content narrative, 150-153
fan interests, role in content narrative, 150-153
Fancorps, 85
Faris, Ron, 118
focused storytelling, in channel strategy, 172-174
follower intelligence, 21
Foremski, Tom, 55
Francesca’s, 35
Frye, Walter, 118
G
Gatorade, 103
GiffGaff, 83
Gladwell, Malcolm, 66
Global Pages (Facebook), 219-220
global social media programs, risks of, 36-37
goals for command centers, 94-96
Google Trends, 116
Gorbachev, Mikhail, 232
Gordon, Tammy, 122
governance. See content governance
Gutman, Brandon, 117
H
Hallett, Paul, 151
Halvorson, Kristina, 130
Hashwork, 213
Hemann, Chuck, 166
historical content performance, role in content narrative, 154
Holmes, Ryan, 75
HootSuite
social business command centers, 109-110
“How Corporations Should Prioritize Social Business Budgets” (Altimeter Group), 61
human resources, content marketing challenges, 128-129
I
implementation phase (social business command centers), 100
improvement phase (social business command centers), 101
influence of social customers, 25-27
influencer intelligence, 22
Influitive, 85
J
Johnnie Walker, 177
K
kaizen, 101
Kaykas-Wolff, Jascha, 124
Kellogg, 122
Kelly, Whitney, 173
KitchenAid, 34
Koyama, Debora, 120
L
Lazauskas, Joe, 105
Lieb, Rebecca, 236
lifestyle content, mapping to channel strategy, 169
Light, Larry, 79
Lithium’s Social Web, 156
long-form content
balancing with short-form content, 179-180
best practices for writing, 180-183
Lowe’s, 74
M
Ma, Michael, 120
Managing Editors, 234
mapping content narrative to channel strategy, 167-171
Marketplace ads (Facebook), 192
Marriott, 119
Massaro, Dominic W., 175
mavens as change agents, 66
McGinnis, Sean, 124
McGovern, Gail, 103
measurement
in brand advocacy plans, 84
of social media effectiveness, 36
media
CADD (Customer Attention Deficit Disorder), 19-20
content versus, 17
media companies
Centers of Excellence (CoE), 60-69
considerations for building, 65-67
integration into organization, 68-69
organizational structure, 63-65
media perceptions of brand, role in content narrative, 148-149
Microsoft MVPs, 82
Mindjet, 124
mobile content strategy
search engine visibility, 19
moderation and escalation policy, in channel strategy, 166
Morphis, Gene, 35
CADD (Customer Attention Deficit Disorder), 19-20
MutualMind, 110
N
Napkin Labs, customer advocacy, 87-88
narrative. See content narrative
native advertising
in converged media, 189
defined, 183
NDAs, for brand advocates, 83
Nestle Purina, 121
neuroscience, 175
“The New Multi-screen World: Understanding Cross-Platform Consumer Behavior,” 16
New York Times, Tesla Motors example, 57-59
Newsroom Campaign, 204
Nike audience example, 22
Nilforoush, Peyman, 197
O
objectives, for command centers, 94-96
Odden, Lee, 19
Ogilvy, David, 192
OneSpot, 195
online monitoring, technology selection for, 244
Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing (Odden), 19
optimizing content for search, 19
organizational structure, 229-231
by brand, 240
Centers of Excellence (CoE), 63-67
for converged media and real-time marketing, 241-242
by region, 240
roles and responsibilities in, 233-238
original content, challenges of creating, 125-127
owned media
in converged media
Facebook promoted posts, 192-194
defined, 188
P
paid media
in converged media
Facebook promoted posts, 192-194
pain points, role in content narrative, 156-157
Palin, Sarah, 148
Parikh, Jay, 177
partner advocacy, Pure Channel Apps example, 88-89
passion brands, 123
people in social business strategy, 39-41
PeopleBrowsr, 111
Percolate, 243
performance goals, 204
Permission Marketing (Godin), 95
planned content
blending with real-time marketing, 200-201
proactive content workflows, 213-215
planning phase (social business command centers), 99-100
platforms. See technology selection
proactive content workflows, 213-216
process, in social business strategy, 39-41
product benefits, role in content narrative, 146
program infrastructure in brand advocacy plans, 81-83
promoted posts in Facebook, 192-194
promotions, mapping to channel strategy, 168
pull model (change management), 232
push model (change management), 231
Q
Quinn, Sara, 177
R
reactive escalation workflows, 216-218
Reagan, Ronald, 232
“The Real Problem With The Atlantic’s Sponsored Post,” 189
blending with planned content, 200-201
Creative Newsroom model, 201-205
mapping to channel strategy, 169
organizational structure for, 241-242
proactive content workflows, 215-216
Real-time Marketing Platform, 107-108
Red Bull
region, organizational structure by, 240
Relaborate, 243
of media company content, 56
reporting phase (social business command centers), 100-101
research studies on content marketing challenges, 125-130
Ricoh, 125
S
salesmen, as change agents, 66
Samarge, Greg, 121
search behavior, role in content narrative, 154-155
search engine visibility, 19, 178-179
searching across devices, 24-25
Sears, 124
security, password management, 220-224
selection criteria for brand advocates, 81-82
Sephora, 156
sequential device usage, 17-18
short term wins, celebrating, 67
short-form content, balancing with long-form content, 179-180
simplifying content narrative, 158-159
simultaneous device usage, 17-18
Singh, Shiv, 105
Smart Business, Social Business (Brito), 23
Smith, Adam, 35
Snell, Karen, 123
social brands, social businesses versus, 44-47
channel strategy
balancing long- and short-form storytelling, 179-180
finding and preventing gaps, 164-167
mapping content narrative to, 167-171
Whole Foods Market example, 163-164
writing long-form content, best practices, 180-183
defined, 39
internal challenges caused by social media, 34-39
rise of social business, 31-32
social businesses
Centers of Excellence (CoE), 60-69
considerations for building, 65-67
integration into organization, 68-69
organizational structure, 63-65
American Red Cross example, 103
Cisco Systems example, 102
Clemson University example, 102
framework, 97
Gatorade example, 103
MutualMind example, 110
PeopleBrowsr example, 111
strategic importance of, 94-96
University of Oregon example, 101-102
Social Chorus, 85
CADD (Customer Attention Deficit Disorder), 19-20
search behavior, role in content narrative, 154-155
social brands versus social businesses, 44-47
technology selection, 244
in value creation model, 42-43
social media
internal challenges caused by, 34-39
social media policy
for brand advocates, 83
content governance versus, 210
“Social Media Speaks Volumes, but Are You Listening?” (blog post), 33
Social Moms, 186
social persona, 203
social responsibility, role in content narrative, 146-147
Social Web, 156
SocialFlow
real-time marketing, 106
Starbucks, 46
stories. See also brand story
employees as brand journalists, 78-79
long-form content
balancing with short-form content, 179-180
best practices for writing, 180-183
“A Strategy for Managing Social Media Proliferation,” 37
structure. See organizational structure
Sullivan, Margaret, 59
T
in brand advocacy plans, 84-85
for collaboration models, 212-213
for content marketing, 243
for online monitoring, 244
for password management, 220-224
for real-time marketing, 106-109
in social business strategy, 38-41
for social CRM and content publishing, 244
Tesla Motors
community perceptions of brand, 149-150
media perceptions of brand, 148-149
third-party licensed content, mapping to channel strategy, 169
thought leadership, 179
tiered content in channel strategy, 171-172
tone of voice, in brand story, 158
Toyota, 33
trendspotter programs, 204
Trendspottr, 108
trust in brand advocates, 76-78
Twitter fan interests, role in content narrative, 150-153
U
ubiquity of media companies, 56
use cases for command centers, 94-96
V
Vanguard, 120
Vante, 35
vendor spotlights
MutualMind, 110
PeopleBrowsr, 111
Vinh, Dan, 119
Visage, 180
vision for Centers of Excellence (CoE), 65-66
visual storytelling in channel strategy, 177-178
visualizing content narrative, 158-159
W
Ward, Charlie, 44
Warzelm, Charlie, 189
White, Shaun, 142
Whole Foods Market
content governance, 226
social channel strategy, 163-164
Y
Yammer, 212
Youtility: Why Smart Marketing Is About Help, Not Hype (Baer), 74
Z
Zappos
brand advocacy, 74
brand story, 19
Zingale, Tony, 69
Zoratti, Sandra, 125
Zuberance, 85