Michael BritoSVP, Social Business Strategy@Britopian@BritopianSocial Media + Storytelling =#MUS13AWESOMESAUCE
@Britopian#MUS13
@Britopian#MUS13
Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!… you can tell better stories that way
WThere is a content surplus @Britopian
There is an attention deficit @Britopian
PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumers lives are unpredictable @Britopian
Everyone is influential @Britopian
Business objectives remain constant @Britopian
But Why a Media Company?
Content: They are content machines with an“always on” mentality.Relevant: They are relevant to someone atevery moment in t...
A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external soc...
The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)T...
Enough of the “Why”Let’s talk about the “How”@Britopian#MUS13
Create TheBrandNarrativeAnd ContentStrategyBrand Pillars/PositioningWhat are the issues that areimportant to the brand?(po...
Establish ofA CentralizedEditorialTeamCUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployees...
How TheEditorialTeamIntegratesWithin TheOrganizationProductMarketingCorporateCommunicationsCustomerSupportMarketingOperati...
Assign Roles & ResponsibilitiesCONTRIBUTORS EDITORS REGIONAL EDITORS@Britopian#MUS13
Content Creation, Approval AndDistribution WorkflowsContributorWrites ContentTeamBrainstormsContent IdeasSends to Editorfo...
Build A Real-Time Listening Center@Britopian#MUS13
Real-Time Creative NewsroomTHESTANDARDEditorial standards todetermine what thebrand is comfortabletalking aboutEstablish r...
OptimizeContentAnalytics &InsightsCreateCompilingContentMeasurePerformancePush toSponsored Post- Visual- Planned andUnplan...
Invest In The Right Technology@Britopian… too many logos to add here#MUS13
Social Business Enables TheTransformation From Brand To MediaTeam, Organization AndInfrastructurePlanningContentAnd BrandS...
Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com@Britopianhttp://thenextmedia....
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Marketo Summit: Social Media + Storytelling = Awesomesauce!

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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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  • Marketo Summit: Social Media + Storytelling = Awesomesauce!

    1. 1. Michael BritoSVP, Social Business Strategy@Britopian@BritopianSocial Media + Storytelling =#MUS13AWESOMESAUCE
    2. 2. @Britopian#MUS13
    3. 3. @Britopian#MUS13
    4. 4. Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!… you can tell better stories that way
    5. 5. WThere is a content surplus @Britopian
    6. 6. There is an attention deficit @Britopian
    7. 7. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumers 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“always on” mentality.Relevant: They are relevant to someone atevery moment in time.Recent: They are recent and in manycases, real-time.Omnipresent: Media companies own searchand everything else.Agile: Media companies move quickly when itcomes to content creation/distribution.12345@Britopian#MUS13
    12. 12. A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external social initiatives resultingin collaborative connections, processes and shared value for allstakeholders (customers, partners, employees).“ ”Social Business Strategy Is RequiredTo Facilitate This Transformation@Britopian#MUS13
    13. 13. The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESSIMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIALBRAND1243@Britopian#MUS13
    14. 14. Enough of the “Why”Let’s talk about the “How”@Britopian#MUS13
    15. 15. Create TheBrandNarrativeAnd ContentStrategyBrand Pillars/PositioningWhat are the issues that areimportant to the brand?(political, sustainability)Media perceptions of the brandCommunity perceptions of thebrandFan InterestsHistorical content performanceSearch BehaviorCustomer Support Pain PointsBrandNarrativeInputs+Marketing& EventsCustomerStories orAdvocateProgramsCustomerSupport3rd PartyCuratedReal TimeContent15% 40% 20% 20% 10%Frequency of distributionContentPillars@Britopian#MUS13
    16. 16. Establish ofA CentralizedEditorialTeamCUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployeesSegmentMarketingEventsREGIONALEDITORSBREAND &CREATIVEzCHINAJAPANAUSTRALIATAIWANSINGAPOREAPACREGIONALEDITORzEMEAREGIONALEDITORDENMARKUNITEDKINGDOMFRANCEGERMANYITALYCONTENT &EDITORIALCENTER OFEXCELLENCE@Britopian#MUS13
    17. 17. How TheEditorialTeamIntegratesWithin TheOrganizationProductMarketingCorporateCommunicationsCustomerSupportMarketingOperationsCampaigns &InitiativesGeneralCommunityManagementPaid, Ownedand EarnedMediaCustomer SupportEmployeeTrainingSocialPoliciesTechnologyDeploymentContentStrategyCommunityManagement InsightsCampaign ReportingSTRATEGY&PLANNINGEXECUTIONMEASUREMENTBESTPRACTICESHARING@Britopian#MUS13
    18. 18. Assign Roles & ResponsibilitiesCONTRIBUTORS EDITORS REGIONAL EDITORS@Britopian#MUS13
    19. 19. Content Creation, Approval AndDistribution WorkflowsContributorWrites ContentTeamBrainstormsContent IdeasSends to Editorfor ReviewContent ApprovedContent NotApprovedScheduledfor PublishPosted toSocial ChannelContentPerformanceAnalytics0 1 2 3 4 5 6In Review/In RevisionIn Review/In Revision@Britopian#MUS13
    20. 20. Build A Real-Time Listening Center@Britopian#MUS13
    21. 21. Real-Time Creative NewsroomTHESTANDARDEditorial standards todetermine what thebrand is comfortabletalking aboutEstablish roles &responsibilitiesTHE DESK THE CRUNCH THE LOOP10 Minute stand upeditorial meetingCrossfunctional/geographyand teamcollaboration, sharingMonitor and identifytrendsDeploycopywriters, community managers andcreativeReal-time contentoptimizationPush to paid media, ifapplicable@Britopian#MUS13
    22. 22. OptimizeContentAnalytics &InsightsCreateCompilingContentMeasurePerformancePush toSponsored Post- Visual- Planned andUnplanned Content- Creative Newsroom- Identify what’strending- Audience Availability- Current Interests- Attention Score- Clicks- Likes- Shares- RT’sEngagement triggersthat will push organicposts to sponsoredThe Integration of paid,earned and owned media.Converged Media Modeling@Britopian#MUS13
    23. 23. Invest In The Right Technology@Britopian… too many logos to add here#MUS13
    24. 24. Social Business Enables TheTransformation From Brand To MediaTeam, Organization AndInfrastructurePlanningContentAnd BrandStrategyPLANNINGContentExecution AndDelivery ofPlanned ContentReal TimeCommandCenterOperationsCreativeNewsroomDeploymentConvergedMedia ModelsSOCIALBRANDANDCOTENTSTRATEGYEXECUTIONSOCIALBUSINESSSTRATEGYSocial BusinessCenter ofExcellenceCollaborationRoles &ResponsibilitiesENABLEMENTContent Audit3rd PartyResearchInternalStakeholderManagementTechnologyAdoption &DeploymentContentProcesses &WorkflowsCustomer &EmployeeEnablementWorkflowManagementMultipleStakeholderAlignmentContent, production & Analyticsintegration@BritopianWorkflowManagementIntegration WithPaid Media TeamTechnologyPartnerships#MUS13
    25. 25. Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com@Britopianhttp://thenextmedia.co#MUS13
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