Table of Contents
Introduction: Why This Book Matters Right Now and for the Next Several Years!
Section 1: Understanding the External and Internal Landscape
Section 2: Setting the Stage for Social Business Transformation
Section 1: Understanding the External and Internal Landscape
1 Understanding the Social Customer and the Chaotic World We Live In
We Live in a Multi-Screen Economy
CADD (Customer Attention Deficit Disorder) Is Among Us
Relevance Is the Key to Content Consumption
The Customer Journey Is Dynamic
Business Objectives Stay the Same Despite the Changes Externally
2 Defining Social Business Strategy and Planning
The Social Media “Bright and Shiny” Object
Social Media Has Caused Internal Business Challenges
Employees’ Inappropriate Use of Social Media
Internal Confusion About Roles and Responsibilities
Inconsistent Social Media Measurement Practices
Outdated Crisis Communication Models
Expanding Social Media Programs Globally Without Proper Planning
Disjointed Content and Community Management Practices
The Daunting Task of Technology Selection and Adoption
Nonexistent Content Governance Models
The Three Pillars of Social Business: People, Process, and Platforms
The Social Business Value Creation Model
The Differences Between a Social Brand and a Social Business
Section 2: Setting the Stage for Social Business Transformation
3 Establishing a Centralized “Editorial” Social Business Center of Excellence
Building Your Social Business Center of Excellence (CoE)
The Responsibilities of a Center of Excellence
The Organizational DNA and Team Dynamics
Considerations for Building a Social Business Center of Excellence
How the Center of Excellence Integrates into Your Organization
4 Empowering Employees, Customers, and Partners to Feed the Content Engine
An Overview of Employee Advocacy
Advocacy, Trust, and Credibility Are Synonymous
Employees as Brand Journalists
An Overview of Customer Advocacy
How to Scale and Plan an Enterprise Advocacy Program
GaggleAMP Helps Scale Employee Advocacy
Napkin Labs Helps Scale Customer Advocacy
Pure Channel Apps and the Channel Partner Content Opportunity
5 Building Your Social Business Command Center
The Strategic Importance of a Social Business Command Center
The Social Business Command Center Framework
How to Build a Social Business Command Center
Social Business Command Centers in Action
The New Form of Command Center Operations: Real-Time Marketing
Not Everyone’s Onboard with Real-Time
Real-Time Marketing Technology
Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx
6 Understanding the Challenges of Content Marketing
Examples of Brands Taking Content Marketing to the Next Level
Content Marketing Challenges: What the Experts Say
AARP (American Association of Retired Persons)
Content Marketing Challenges: What Does the Data Show?
Moving Past the Content Marketing Buzzword
Section 3: Developing Your Content Strategy
7 Defining Your Brand Story and Content Narrative
The Inputs Needed to Build Your Content Narrative
Brand Messaging & Product Benefits
The Non-Business Issues Important to Your Brand
Media Perceptions of the Brand
Community Perceptions of the Brand
Historical and Current Content Performance
The Output Should Equal Your “Hero” Content Narrative
Simplifying Your Content Narrative
8 Building Your Content Channel Strategy
Finding and Preventing Gaps with Your Social Media Channel Strategy
Mapping Your Content Narrative to Social Channels
Building Your Content Tiers by Channel
Laser Focused Storytelling by Channel
Diversifying Your Content Types per Channel
The Importance of Visual Storytelling
The Importance of Long-Form Content When Telling Stories
Striking a Balance Between Long-Form and Short-Form Storytelling
Best Practices for Writing Long-Form Content—It All Starts with the Title
9 The Role of Converged Media in Your Content Strategy
Why Converged Media Is Important to Your Content Strategy
Facebook Promoted Posts (News Feed Marketing)
The Promise of Real-Time Marketing
Real-Time Marketing Is More Than Just Being in Real Time
Creative Newsroom 5-Step Activation Process
10 How Content Governance Will Facilitate Media Company Transformation
Building an Effective Collaboration Model
Proactive Content Workflows for Planned and Unplanned Content
Reactive Escalation Workflows and Risk Assessment
Governing New “Brand” Account Creation
Managing the Security of Social Media Passwords
11 Structuring Your Teams to Become a Content-Driven Organization
A Quick Lesson in Change Management
Tearing Down the Organizational Silos
Identifying Roles and Responsibilities
Structuring Your Content Organization by Channel
Structuring Your Content Organization by Brand or Product
Structuring Your Content Organization by Region
Structuring for Converged Media and Real-Time Marketing
Choosing the Right Technology Platforms
Social CRM/Content Publishing Platforms
Step 1—Recruit and Manage Your Writers
Step 2—Plan Your Content Strategy
Step 4—Create and Optimize Your Content
Step 5—Edit and Review Your Content
Step 6—Promote Your Content Socially