Transforming Your Brand to a Media Company - Marketingprofs

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  • How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  • 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

  • 1. Michael Brito Senior Vice President Social Business Strategy @Britopian Transforming Your Brand to a Media Company
  • 2. 4 Truths Shaping Today’s Digital Ecosystem
  • 3. W There is a content surplus @Britopian
  • 4. There is an attention deficit @Britopian
  • 5. PAID MEDIA OWNED MEDIA EARNED MEDIA CUSTOMERS/ ADVOCATES INFLUENCERS TRADITIONAL MEDIA Consumers lives are unpredictable @Britopian
  • 6. Everyone is influential @Britopian
  • 7. Business objectives remain constant @Britopian
  • 8. But why a Media Company?
  • 9. Content: They are content machines with an “always on” mentality. Relevant: They are relevant to someone at every moment in time. Recent: They are recent and in many cases, real-time. Omnipresent: Media companies own search and everything else. Agile: Media companies move quickly when it comes to content creation/distribution. 1 2 3 4 5 @Britopian#MPWorld
  • 10. 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). “ ” Social Business Strategy Is Required To Facilitate This Transformation @Britopian#MPWorld
  • 11. The 3 Pillars Of Social Business Transformation PLATFORMS PROCESS PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation Social Media Policies Technology integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM @Britopian#MPWorld
  • 12. Social Business Must Business Deliver Value PLATFORMS Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation Social Media Policies Technology Integration Customer Support & Crisis Workflows Measurement Framework Global & Enterprise Expansion Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM / Content Publishing PROCESSPEOPLE ENABLEMENT SOCIAL BUSINESS FRAMEWORK Deeper customer engagement More effective and relevant content Smarter marketing that align to business goals Integrated and converged media Integrated community strategy Effective content operations and governance POSITIVE BUSINESS OUTCOMES @Britopian#MPWorld
  • 13. The Stakeholder Value Creation Model OPERATIONAL EXCELLENCE INTERNAL (employees, partners) EXTERNAL (customers, partners, media) THE SOCIAL BUSINESS SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY SOCIALBRAND 1 2 4 3 @Britopian#MPWorld
  • 14. Understanding The Social Brand Versus Social Business Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS(Internal) RESULTS Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Programs Infrastructure @Britopian#MPWorld
  • 15. Enough of the “Why” Let’s talk about the “How” @Britopian#MPWorld
  • 16. Establish of A Centralized Editorial Team CUSTOMER SUPPORT DIGITAL MARKETING ANALYTICS SOCIAL MEDIA Product Marketing Research Employees Segment Marketing Events REGIONAL EDITORS BRAND & CREATIVE z CHINA JAPAN AUSTRALIA TAIWAN SINGAPORE APAC REGION AL EDITOR z EMEA REGION AL EDITOR DENMAR K UNITED KINGDO M FRANC E GERMAN Y ITALY CENTER OF EXCELLENCE Responsible for: • Social Strategy • Content Governance • Employee Training • Social Integration • Technology Integration • Change Management @Britopian#MPWorld
  • 17. How The Team Integrates Within The Organization Product Marketing Corporate Communications Customer Support Marketing Operations Campaigns & Initiatives General Community Management Paid, Owned and Earned Media Customer Support Employee Training Social Policies Technology Deployment Content Strategy Community Management Insights Campaign Reporting STRATEGY&PLANNINGEXECUTIONMEASUREMENT BESTPRACTICESHARING @Britopian#MPWorld
  • 18. CONTENT CONTRIBUTORS FACEBOOK EDITOR TWITTER EDITOR TUMBLR EDITOR BLOG EDITOR BLOG EDITOR Assign Roles & Responsibilities (Channel) @Britopian#MPWorld
  • 19. Assign Roles & Responsibilities (Regional) GLOBAL EDITOR @Britopian#MPWorld
  • 20. Define the Story and Content Narrative BRAND PILLARS What are the core tenets of the brand? THE CORE ISSUES What are the non- business issues that are important to your brand THE MEDIA How does the media talk about your brand when they write stories? THE COMMUNITYHow does the community talk about your brand when they are just talking? FAN INTERESTSWhat are your fans talking about when not about your brand? CONTENT How is your content performing today? What’s working? What’s not? SEARCH How do consumers search for your brand? Value proposition? SUPPORT What are the biggest customer support issues today? Tomorrow? Content Narrative @Britopian#MPWorld
  • 21. Content & Platform Strategy + Campaigns Events Promotions Customer Stories Customer Support 3rd Party Curated Industry Real Time Content 15% 40% 20% 20% 10% Frequency of distribution Content Pillars Content Pillars @Britopian#MPWorld
  • 22. Content & Platform Strategy Tier 1 Campaigns, events, product launches Tier 2 3rd party curated content about the brand, industry related content, customer stories Tier 3 General community management, proactive/reactive content, fun and creative content Content Tiers @Britopian#MPWorld
  • 23. Content Creation, Approval And Distribution Workflows: Pre-planned no yes Approved Content planning & brainstorming Contributor submits content Post-ready & submitted via CMS Editor schedules post/tweet Submission emailed to Editors Sent back to Contributor for revision or rejection Contributor may choose to revise & re-submit no yes Approved Approval request emailed to Brand & Legal 24 hrs. Rejections sent back to Editor *Legal response required. Brand response not required Post or Tweet automatically published @ scheduled time CONTENT BEST PRACTICES @Britopian#MPWorld
  • 24. Content Creation, Approval And Distribution Workflows: Real-time Monitoring team identifies real-time opportunity Post-ready & submitted via CMS Creative Newsroom drafts content no yes Approved Approval request emailed to Editors, Brand & Legal 1 hr. Rejections sent back to CNR *Legal & Editorial response required. Brand response not required. Post or Tweet automatically published @ scheduled time Request submitted to Creative Newsroom @Britopian#MPWorld
  • 25. Customer Support & Crisis Communication Models Community Managers Community NO NO YES NO YES YES YES NO NO YES Monitor Conversations Assess Re-direct Engage Privately Re-direct Engage Privately Proceed Engage in public? Legitimate? Expertise with product? Is topic sensitive? Proceed Is engagement positive? Assess Proceed Converse further? Assess Can CM help? Complaint ?! Other issues !? Compliment Product Company Do not engage @Britopian#MPWorld
  • 26. Building A Real-time Listening Center @Britopian#MPWorld
  • 27. Real-Time Creative Newsroom @Britopian#MPWorld
  • 28. The Integration of paid, earned and owned media. Converged Media Modeling Content Created By Community Manager Distribute Content When Your Community Is Active Content Performance Indicators & Engagement Push To Sponsored If Aligned To Business Goals Analytics & Insights Affect Future Content Created @Britopian#MPWorld
  • 29. Invest In The Right Technology @Britopian#MPWorld
  • 30. Holistic View Team Structure & Organization Planning Content Narrative & Brand Strategy PLANNING Content Execution & Delivery of Planned Content Real-Time Command Center Operations Creative Newsroom Deployment Converged Media Models SOCIALBRAND &CONTENTSTRATEGY EXECUTION SOCIALBUSINESS STRATEGY Social Business Center of Excellence Enterprise Collaboration Identify Roles & Responsibilities ENABLEMENT Content Audit 3rd Party Research Internal Stakeholder Audits Enterprise Collaboration Technology Adoption & Deployment Content Governance Models Customer & Employee Enablement Cross-team Collaboration Multiple Stakeholder Alignment Content, production & Analytics Integration Workflow Management Integration With Paid Media Team Technology Partnerships (3RD Party Publishers) COMPANY TRANSFORMATION INFRASTRUCTURE Employee & Customer Advocacy Content: Your brand becomes a content machine and produces game changing content day in and day out. Relevant: Your brand produces quality content that changes customer behavior. Recent: Your content is recent and in many cases, real-time without the approval bottlenecks. Omnipresent: Your content is everywhere – search, social, word-or mouth. Agile: Your brand becomes a content organization and has the ability to produce compelling content at a moments notice. @Britopian#MPWorld
  • 31. Thank you! Michael Brito SVP, Social Business Strategy Edelman Digital | San Francisco Michael.Brito@edelman.com thenextmedia.co @Britopian#MPWorld