6 Steps To Transform Your Brand to a Media Company
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6 Steps To Transform Your Brand to a Media Company

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  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • Discuss Netflix, Bank Of America, Verizon Wireless
  • 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
  • Who is to blame for this? Marketing Managers? Agencies? Influencers who were screaming that “brands need to join the conversation”, social media experts
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6 Steps To Transform Your Brand to a Media Company 6 Steps To Transform Your Brand to a Media Company Presentation Transcript

  • Content @Britopian
  • TRANSORMING YOURBRANDTO AMEDIACOMPANY Michael Brito SVP, Social Business @Britopian @Britopian
  • Who Is The Social Customer And WhyAre They Important? I am cancelling THEY I am not SUCK Did you hear my @netflix happy! about account @Netflix? I am not happy either! @Britopian
  • 4 Key trends shaping today’s landscape….
  • WWe Live In A Multi-Screen Economy @Britopian
  • PAID MEDIA CUSTOMERS/ ADVOCATES EARNED OWNED MEDIA MEDIA TRADITIONAL MEDIA INFLUENCERSThe Customer Journey Is Dynamic @Britopian
  • TAHRIR SQUARE, CAIRO JANUARY 25TH 9 AM TAHRIR SQUARE, CAIRO JANUARY 24TH 9 AMCommunication is Real-time! @Britopian
  • Everyone Has Influence @Britopian
  • Business Objectives Remain Constant @Britopian
  • • Rise of the social media expert • Social media certifications • Influencers playing Monday morning quarterbackThe Bright & Shiny Object @Britopian
  • … And Chaos Gives Birth @Britopian
  • Social Media “Marketing” Has CausedInternal Business ChallengesEMPLOYEES EXPANDINGInappropriate use of social media Social media programs globallyINTERNAL NON-EXISTENTConfusion of roles & responsibilities Governance models & PoliciesINCONSISTENT DISJOINTEDSocial media measurement practices Content & Community PracticesOUTDATED TECHNOLOGYCrisis communications models Selection and adoption within the org @Britopian
  • Social Business Planning Is Required“To Facilitate This Transformation Social business planning is the blueprint for the transformation of an ” organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a more connected way of doing business and shared value for all stakeholders. @Britopian
  • 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 @Britopian
  • 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 Policies & Guidelines Knowledge Sharing Culture Infrastructure @Britopian
  • 6 Steps To Transform Your Brand Into AMedia Company @Britopian
  • Establish of A Centralized Editorial Team – Center Of Excellence EVALUATE ESTABLISH OPERATIONALIZE THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE LISTEN PLAN ENGAGE• Conversation and • Identify the right sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events• Surveys, polls and and employees social CRM software training and campaigns stakeholder • • Manage internal Establish roles & • Establish a social media • Process and collaboration interviews responsibilities listening center design collaboration and• Data mining from communication projects internal communities • Achieve buy-in from • Determine internal & • Crisis coms and• Intelligence gathering senior leadership external topics customers support • Expand teams and• Internal Audits • Establish a escalation tree channels globally measurement framework* Examples of Organizational Structures Decentralized Centralized Hub and Spoke Multiple Holistic @Britopian
  • How The Center of Excellence Integrates Within The Organization Knowledge Management & Best Practice SharingMarketing & Organizational Readiness Measurement Framework & Reporting Campaigns & Initiatives Marketing Operations Campaign Reporting General Social Integration Training Community Customer Management Support Policies Community Management Product Paid, Owned Technology Insights Marketing and Earned Content Plan Media PR and Corporate Best Practice Communications Sharing Customer Support STRATEGY PLANNING EXECUTION MEASUREMENT Social Media Center of Excellence @Britopian
  • Create The Brand Narrative And ContentStrategy INTERNAL (BRAND POSITIONING EXTERNAL THE STORY & GUIDELINES) INSIGHTS (HERO CONTENT)MESSAGE Product BRAND 3rd Party Research Benefit 1 Community & Media Perceptions Consistent, authentic and helpful content at EVERYMESSAGE BRAND Product customer touch point (Campaigns, Benefit 2 Conversations, Content Audit & Community Management) AnalyticsMESSAGE Product BRAND Search Behavior Benefit 3 @Britopian
  • Build A Real Time Command Center @Britopian
  • Assign Roles & Responsibilities CONTRIBUTORS EDITORS REGIONAL EDITORS @Britopian
  • Content Creation, Approval And Distribution Workflows AUTOMATED Sends to Editor for Review Content Team Contributor Scheduled AnalyticsBrainstorms Writes for PublishContent Ideas Content In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Content Not Channel Approved @Britopian
  • Social Customer Support Decision Trees And Process Workflows Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? YES NOCommunity NO Managers Expertise NO YES Can CM Engage Product with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Is topic Positive Company Proceed engagement Proceed sensitive? outcome? NO positive? YES YESCommunity YES NO NO Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT @Britopian
  • Creating Approval Workflows For New Account Creation Be sure to Yes connect with them. Reach out to the Do you know the Social Business No account contact? Center of Yes Excellence Yes See #2. 1. Have you notified your manager about this? Be sure to discuss Is there a pre- No with your manager existing brand Looks like you Yes account you can may need to Is there a true partner with? No create an need from the account, but two Create an account community to considerations. and not social Yes Yes create a social media team.. Share media 2. Do you have PW with manager Have you channel? Hold off until resources toreviewed the there is sustain theSocial Media No account long community Click here to Guidelines? demand I’m term? connect with the Discuss needs with Review Social Not No Sure Social Business manager No Media COE to discuss. Guidelines @Britopian
  • Invest In The Right Technology @Britopian
  • Recap1. Establish A Centralized Team2. Create The Brand Narrative3. Build A Command Center4. Assign Roles & Responsibilities5. Create Processes & Workflows6. Invest In The Right Technology @Britopian
  • Thank you!Questions?Email: Michael.Brito@edelman.com @Britopian