The rise of the chief content officer
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@rachelhawkes @rachelhawkes Creating a brand studio Rachel Hawkes, Global Head of Social
Transcript of The rise of the chief content officer
@rachelhawkes@rachelhawkes
Creating a brand studio
Rachel Hawkes, Global Head of Social
@rachelhawkes
A bit about me• Australian living in London
• Working in social before it was called social
• Spent my career agency side
• Obsessed with Snapchat and Pinterest
• Instagram has a special place in my
• My love for emojis knows no bounds
@rachelhawkes@rachelhawkes
TUI is the largest tourism business in the world• 220 brands in the Group
• 30+ million customers sent on holiday to over 180 regions around the globe
• 76,000 employees with more than 30,000 of those in destination
• 6 airlines with a fleet of over 130 aircraft
• 13 cruise liners with 4 more just ordered for Germany
• 1,800 retail stores
• 210,000 beds and more than 300 hotels in 24 countries
@rachelhawkes@rachelhawkes
So, in my role I am responsible for…• Setting the overall group strategy for social and rolling out a centralised model
• Driving consistency, best practice and excellence
• Commonality and efficiency with technology and suppliers
• Fostering a culture of innovation (a “test and learn” mindset)
• Main source markets: Germany, UK&I, France, Nordics, Netherlands, Belgium, Austria, Switzerland, Poland and Russia
@rachelhawkes@rachelhawkes
What is a brand studio?
Is it when the content is only produced in-house?
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AGENCY
BRAND
IN-HOUSE
EMPLOYEES
CUSTOMERS
INFLUENCERS STOCK LIBRARY
PRODUCTION COMPANY
CROWD SOURCING / AMATEUR
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AGENCY
IN-HOUSEEMPLOYEES
CUSTOMERS
INFLUENCERS
STOCK LIBRARY
PRODUCTION COMPANY
Very fragmented & silo’d by market
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70PEOPLE
BROCHURES
WEBSITE
SOCIAL
approx. 3 people
• EDITORS• PRODUCTION
MANAGERS• PHOTOGRAPHERS• DESIGNERS• COPYWRITERS• VIDEOGRAPHERS
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30PEOPLE
BROCHURES
WEBSITE
SOCIAL
(mostly agency)• PRODUCTION
MANAGERS• PHOTOGRAPHERS• DESIGNERS• COPYWRITERS
@rachelhawkes
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@rachelhawkes@rachelhawkes
5PEOPLE
WEBSITE
SOCIAL• EDITORS• PRODUCTION
MANAGERS
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LOCAL MARKET
IN-HOUSE TEAM
AGENCIES
GROUP
IN-HOUSE TEAM
AGENCIES
LOCAL MARKET
GROUPIN-HOUSE
TEAM
AGENCIES
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GROUP
• STRATEGY & REPORTING
• BRAND & DESTINATION CONTENT (M7)
• COMMON APPROACH UGC & EMPLOYEE
MARKET
• LOCALISATION
• HYPER LOCAL / MARKET SPECIFIC
• INFLUENCERS
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Top 3 reasons to change this approach:
1. More efficient use of time & money
2. Move faster
3. Consistent messaging
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UGCaggregation tool
Workflows
Rights managementRights management
TDA
Advertising
DAM
Marketing
Social walls
In resorts On cruises In airports
€
In retail
Social channelsBrochures
TUIMobile
Desktop
Tablet
The role of UGC in our business
Social printers
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Content is disconnected from product
@rachelhawkes
@rachelhawkes
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58% of online
view time in 2017
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Top tips
• Work smarter and make your content work harder (multiple edits / formats etc)
• Don’t think you have to create everything yourself (get the rights to adapt / use)
• Use a mix of agencies – the right one for the job
• No one knows your brand better than you
• Measure! Sell the story back into the business, prove ROI
@rachelhawkes
@rachelhawkes27
Thank you
