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Marketo Summit: Social Media + Storytelling =  Awesomesauce!
 

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! Marketo Summit: Social Media + Storytelling = Awesomesauce! Presentation Transcript

  • 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 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
  • 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
  • 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
  • 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?(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
  • Establish ofA CentralizedEditorialTeamCUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployeesSegmentMarketingEventsREGIONALEDITORSBREAND &CREATIVEzCHINAJAPANAUSTRALIATAIWANSINGAPOREAPACREGIONALEDITORzEMEAREGIONALEDITORDENMARKUNITEDKINGDOMFRANCEGERMANYITALYCONTENT &EDITORIALCENTER OFEXCELLENCE@Britopian#MUS13
  • How TheEditorialTeamIntegratesWithin TheOrganizationProductMarketingCorporateCommunicationsCustomerSupportMarketingOperationsCampaigns &InitiativesGeneralCommunityManagementPaid, Ownedand EarnedMediaCustomer SupportEmployeeTrainingSocialPoliciesTechnologyDeploymentContentStrategyCommunityManagement InsightsCampaign ReportingSTRATEGY&PLANNINGEXECUTIONMEASUREMENTBESTPRACTICESHARING@Britopian#MUS13
  • Assign Roles & ResponsibilitiesCONTRIBUTORS EDITORS REGIONAL EDITORS@Britopian#MUS13
  • 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
  • Build A Real-Time Listening Center@Britopian#MUS13
  • 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
  • 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
  • Invest In The Right Technology@Britopian… too many logos to add here#MUS13
  • 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
  • Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com@Britopianhttp://thenextmedia.co#MUS13