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Michael Brito           SVP, Social Business Strategy           @Britopian#SBS2013                                   @Brit...
@Britopian
@Britopian
Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!
WThere is a content surplus       @Britopian
There is an attention deficit   @Britopian
PAID                             MEDIA                                              CUSTOMERS/                            ...
Everyone is influential   @Britopian
Business objectives remain constant   @Britopian
But why a Media Company?
Content: They are content machines with an     1     “always on” mentality.           Relevant: They are relevant to someo...
Social Business Strategy Is Required“To Facilitate This Transformation           A social business strategy helps evolve t...
The Stakeholder Ecosystem ValueCreation Model                        COLLABORATION                           COMMUNITY ENG...
Understanding The Social Brand VersusSocial Business                                Programs                          Comm...
Enough of the “Why”           Let’s talk about the “How”#SBS2013                                @Britopian
15%         40%                                    Frequency of distribution                                           20%...
Research                                               Product                                              Marketing     ...
STRATEGY & PLANNING                        Product    Corporate   Customer        Marketing                       Marketin...
Assign Roles & Responsibilities    CONTRIBUTORS   EDITORS   REGIONAL EDITORS#SBS2013                                      ...
Content Creation, Approval AndDistribution Workflows                                         Sends to Editor              ...
Build A Real-Time Listening Center#SBS2013                             @Britopian
Real-Time Creative Newsroom         THE                    THE DESK               THE CRUNCH              THE LOOP      ST...
Converged Media Modeling         The Integration of paid,         earned and owned media.                                 ...
Invest In The Right Technology#SBS2013                         @Britopian
Social Business Enables TheTransformation From Brand To Media                                    PLANNING                 ...
Thank you! Michael Brito SVP, Social Business Strategy Edelman Digital | San Francisco Michael.Brito@edelman.com          ...
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What Is Your 2013 Content Marketing Strategy - Dachis Group

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  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • We need to look at content marketing more than just a tactic. It’s a shift of thinking.
  • We need to look at content marketing more than just a tactic. It’s a shift of thinking.
  • http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
  • And guess what .. Brands DID join the conversation. And, they went overboard
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  • Transcript of "What Is Your 2013 Content Marketing Strategy - Dachis Group"

    1. 1. Michael Brito SVP, Social Business Strategy @Britopian#SBS2013 @Britopian
    2. 2. @Britopian
    3. 3. @Britopian
    4. 4. Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!
    5. 5. WThere is a content surplus @Britopian
    6. 6. There is an attention deficit @Britopian
    7. 7. PAID MEDIA CUSTOMERS/ ADVOCATES EARNED OWNED MEDIA MEDIA TRADITIONAL MEDIA INFLUENCERSConsumers lives are unpredictable @Britopian
    8. 8. Everyone is influential @Britopian
    9. 9. Business objectives remain constant @Britopian
    10. 10. But why a Media Company?
    11. 11. Content: They are content machines with an 1 “always on” mentality. Relevant: They are relevant to someone at 2 every moment in time. Recent: They are recent and in many cases, 3 real-time. Omnipresent: Media companies own search 4 and everything else. Agile: Media companies move quickly when it 5 comes to content creation/distribution.#SBS2013 @Britopian
    12. 12. Social Business Strategy Is Required“To Facilitate This Transformation A social business strategy helps evolve the thinking and preparedness of ” an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees).#SBS2013 @Britopian
    13. 13. The Stakeholder Ecosystem ValueCreation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY#SBS2013 @Britopian
    14. 14. Understanding The Social Brand VersusSocial Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development @armano created this Policies & Guidelines Knowledge Sharing Culture Infrastructure#SBS2013 @Britopian
    15. 15. Enough of the “Why” Let’s talk about the “How”#SBS2013 @Britopian
    16. 16. 15% 40% Frequency of distribution 20% 20% 10% Create The Customer BrandContent Stories or Pillars Marketing Customer 3rd Party Real Time & Events Advocate Programs Support Curated Content Narrative And Content Strategy Brand Pillars/Positioning + What are the issues that are Brand Narrative Inputs important to the brand? (political, sustainability) Media perceptions of the brand Community perceptions of the brand Fan Interests Historical content performance Search Behavior Customer Support Pain Points #SBS2013 @Britopian
    17. 17. Research Product Marketing Segment Marketing CUSTOMER SUPPORT SOCIAL MEDIA DIGITAL MARKETING Establish of CONTENT & Events EDITORIAL CENTER OF Employees A Centralized ANALYTICS EXCELLENCE BREAND & Editorial REGIONAL CREATIVE Team EDITORS DENMAR K CHINA UNITED ITALY KINGDO SINGAPORE EMEA APAC JAPAN M REGION z REGION z AL AL EDITOR EDITOR GERMAN FRANC TAIWAN Y E AUSTRALIA#SBS2013 @Britopian
    18. 18. STRATEGY & PLANNING Product Corporate Customer Marketing Marketing Communications Support Operations How The BEST PRACTICE SHARING Employee Social Technology Content Editorial Training Policies Deployment Strategy Team IntegratesEXECUTION Paid, Owned General Campaigns & and Earned Community Initiatives Media Management Within The Customer Support OrganizationMEASUREMENT Community Campaign Reporting Management Insights#SBS2013 @Britopian
    19. 19. Assign Roles & Responsibilities CONTRIBUTORS EDITORS REGIONAL EDITORS#SBS2013 @Britopian
    20. 20. Content Creation, Approval AndDistribution Workflows Sends to Editor for Review Content Team Contributor Scheduled Performance Brainstorms Writes Content for Publish AnalyticsContent Ideas In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Channel Content Not Approved#SBS2013 @Britopian
    21. 21. Build A Real-Time Listening Center#SBS2013 @Britopian
    22. 22. Real-Time Creative Newsroom THE THE DESK THE CRUNCH THE LOOP STANDARD Editorial standards to 10 Minute stand up Monitor and identify Real-time content determine what the editorial meeting trends optimization brand is comfortable Cross Deploy copywriters, Push to paid media, if talking about functional/geography community managers applicable Establish roles & and team and creative responsibilities collaboration, sharing#SBS2013 @Britopian
    23. 23. Converged Media Modeling The Integration of paid, earned and owned media. Analytics & Insights Create Push to Optimize Measure Compiling Sponsored Post Content Performance Content- Visual - Identify what’s - Clicks Engagement triggers- Planned and trending - Likes that will push organic Unplanned Content - Audience Availability - Shares posts to sponsored- Creative Newsroom - Current Interests - RT’s - Attention Score #SBS2013 @Britopian
    24. 24. Invest In The Right Technology#SBS2013 @Britopian
    25. 25. Social Business Enables TheTransformation From Brand To Media PLANNING EXECUTION AND COTENT STRATEGY Content Execution And Delivery of Team, Planned Content SOCIAL BRAND Content Creative Organization And Converged And Brand Newsroom Infrastructure Media Models Strategy Deployment Planning Real Time Command Center Operations ENABLEMENT Technology Workflow Adoption & Management SOCIAL BUSINESS Social Business Content Audit Workflow Deployment Center of Management Multiple Excellence 3rd Party Content Stakeholder Research Integration With STRATEGY Processes & Alignment Collaboration Paid Media Team Workflows Internal Content, Roles & Stakeholder Technology Customer & production & Responsibilities Management Partnerships Employee Analytics Enablement integration#SBS2013 @Britopian
    26. 26. Thank you! Michael Brito SVP, Social Business Strategy Edelman Digital | San Francisco Michael.Brito@edelman.com http://thenextmedia.co#SBS2013 @Britopian
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