Harnessing Content to Build Reputation and Combat Risk
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The document discusses the significance of content marketing and how it empowers organizations to become their own media outlets, fostering stakeholder loyalty and improving brand perception. It highlights the impact of reputation on a company's market value and the importance of personal relationships for customers and employees in driving trust. Furthermore, it emphasizes the need for businesses to adapt to the digital landscape and engage effectively with their audience to succeed amidst the challenges of a competitive media environment.
Harnessing Content to Build Reputation and Combat Risk
- 1. content marketing INTRODUCING WEBER SHANDWICK TO KELLOGG DECEMBER 6,, 2011 | PAGE 1 1 CANON | | SEPTEMBER 21, 2011 | PAGE
- 2. this is not a presentation – it is a discussion
- 3. “Content marketing, an idea that's been kicking around since companies started firing up Movable Type blogs, is in the full flush of its industrial revolution.” Matt Creamer, Ad Age Digital February 28, 2012
- 4. Every individual on the planet has the power to create and share stories at a level previously reserved for major media outlets… 24 hours 200 million of video tweets uploaded delivered daily to YouTube each minute 800 million+ All of the content active created in the history Facebook users of the world up until (over 300 million 2003 is now replicated via mobile) every 48 hours - Google
- 5. Content Fusion provides direction for an organization to become its own media outlet that owns its message with a consistency designed to drive stakeholder loyalty and business results Content Fusion is not a product – it’s a new way of approaching brand storytelling
- 6. think about it this way
- 7. every organization can use its assets to forge news tools knowledge leadership resources history people
- 8. formats every story can be told in multiple text photo image video audio
- 10. every vehicle desti- has multiple nations website microsite blog advocates events apps scribd internal policy flickr youtube ustream OOH tv radio magazine Employees facebook twitter newswire intranet DM linkedIN newspaper retail forums
- 11. every destination creates multiple conver- sations
- 12. listening to these conversations generates more (and so the story goes)
- 13. news tools leadership knowledge STORY resources conversations history people
- 14. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographic content vehicle
- 15. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographic content vehicle brand ground common ground user ground
- 16. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographic content vehicle brand ground common ground user ground conversations
- 17. every business lives within a wholly unique storytelling ecosystem
- 18. this ecosystem exists, whether you choose to harness it or not
- 19. but what does that mean for a brand?
- 20. reputation
- 21. today 63% of company’s market value is attributed to reputation and The Economist Intelligence Unit rates Reputation Risk as the highest risk factor to a business – greater than regulatory risk or crime 41% of Global executives regard confidential or leaked information appearing online as a top risk to their company’s reputation. In the global media, the words “media” and “leak” appeared together in 6,449 stories in 2008, a 118% increase from 1998 implication: a socially connected world accelerates reputation damage from CEOs down to employees – but can also be used to protect against it
- 22. relationships
- 23. today people want their relationships with organizations to mirror their personal relationships – personal, accessible, empathetic and responsible In his book “GROW” Jim Stengel studied high growth companies over 10 years, noting their differentiating factors as being able to connect with consumers to elicit joy, Inspire exploration, evoke pride, impact society and enable connection According to Time Magazine, 40% of consumers in 2009 said they purchased a product in 2009 because they implication: appreciated the values of the company Consumers, stakeholders from which they purchased it and employees want to associate themselves with brands that demonstrate human qualities, leading to trust and loyalty
- 25. today Booz + Co. reports that Americans in 2011 have developed a different set companies struggle to fill a talent gap and build loyalty with an emerging workforce who have grown up digital of expectations from companies: desire for “kindness and empathy” went up 391 percent since 2006, “friendly,” 148% and “socially responsible,” 63 percent. The Rockefeller Foundation reports that 88% of customers leave a company because they feel you don’t care about them, only 14% because they’re dissatisfied with service. implications: with a workforce that has increasingly been “raised social” it is critical companies embrace a new kind of worker or risk being unable to retain them
- 27. today studies argue that consumers are subject to between 500 and 3,000 media messages on a daily basis The combination of brand, earned and paid media resulted in a 61% lift in brand awareness according to a June 2011 Financial Post article Executives are finding that the winning differentiator is no longer product or price, but the level of customer engagement relative to the competition. implication: breaking through in a fragmented and cluttered media environment requires a strategy that shares a consistent message across multiple touchpoints
- 28. SEO drive sales
- 29. today consumers have more access to information than ever before and use it to make smarter decisions with their money Gallup reports that organizations with optimized engagement have outperformed competitors by 26% in gross margin and 85% in sales growth According to Google, 84% of consumers research a brand or product online before they reach a purchasing decision implication: today’s consumer is highly invested in the process of researching their purchasing decisions and access to information and content through search play a major role in this shift
- 30. recap Content Marketing, when leveraged effectively, is a powerful tool that empowers brands to: Proactively build reputation against attack Build deep and meaningful relationships with customers and stakeholders Impact recruitment and retention efforts and overall brand perception Drive brand equity Contribute to SEO – a critical element for visibility with consumers and stakeholders
- 33. contact Andrew Lane VP, Content + Platforms Weber Shandwick Canada alane@webershandwick.com @LaneAndrew http://slideshare.net/LaneAndrew http://webershandwickdigital.com @WeberShandwick @WSCanada
Editor's Notes
- #2: 1:10 – 1:50Harnessing Content to Build Reputation and Combat RiskAndrew Lane, VP, Content + Platforms, Weber Shandwick CanadaGoogle tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
- #5: Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising -- an increase of 18% since 2007, according to a new Nielsen study released Monday (April 2012). Online consumer reviews are the second most trusted form of advertising with 70% of global consumers surveyed online indicating they trust this platform, an increase of 15% in four years. A lesser percentage (58%) of global online consumers trust “owned media,” such as messages on company websites; 50% find content in emails they consented to receive to be credible
- #10: Tell the PR Newswire stats story
- #11: Talk about the challenge of consistency
- #12: Tell the AA mobile widget and the #Fruitypebbles WWE story