Your Brand, The Next Media Company
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Your Brand, The Next Media Company: Edelman- Michael Brito, SVP Digital Strategy, @britopian ...

Your Brand, The Next Media Company: Edelman- Michael Brito, SVP Digital Strategy, @britopian

How organizations can evolve into a fully collaborative social business. A step by step playbook to achieve organizational change, process efficiencies and technology acumen.

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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
  • And guess what .. Brands DID join the conversation. And, they went overboard
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Your Brand, The Next Media Company Presentation Transcript

  • 1. @Britopian #expion13 Michael Brito @Britopian YOUR BRAND The Next Media Company
  • 2. @Britopian #expion13 5 Truths Shaping Today’s Digital Ecosystem
  • 3. @Britopian #expion13 There is a content and media surplus #expion13
  • 4. @Britopian #expion13 There is an attention deficit #expion13
  • 5. @Britopian #expion13 The customer journey is dynamic #expion13
  • 6. @Britopian #expion13 The customer journey is dynamic Consumers have tunnel vision #expion13
  • 7. @Britopian #expion13 Everyone is influential #expion13
  • 8. @Britopian #expion13 of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 78% say that developing content takes too much time 43% of marketers say that producing enough content is their biggest challenge; with 49% say that producing "engaging" content was a challenges 51%
  • 9. @Britopian #expion13 Business objectives remain constant #expion13
  • 10. @Britopian #expion13 But why a Media Company?
  • 11. @Britopian #expion13 Storytelling: Media companies tell stories. Conde’ Nast has a diverse narrative told through their media properties from fashion and travel to sports and weddings. Traditional news organizations also tell stories, although their narrative is current or breaking news. Content: Media companies are content machines with an "always on" mentality. It doesn't matter what time a day it is or what the hour, media companies distribute content all the time. Relevance: Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time. Ubiquity: Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels. Agility: Media companies are content organizations and move quickly. They have workflows that facilitate the entire content supply chain (ideation, creation, approval, distribution and integration.) 1 2 3 4 5
  • 12. @Britopian #expion13 A social business strategy is a documented plan of action that helps evolve and transform the thinking of an organization bridging internal and external social initiatives resulting in collaborative connections, a more social organization and shared value for all stakeholders (customers, partners, and employees).“ ” Social Business Strategy Is Required To Facilitate This Transformation
  • 13. @Britopian #expion13 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
  • 14. @Britopian #expion13 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 The Stakeholder Value Creation Model
  • 15. @Britopian #expion13 Enough of the “Why” Let’s talk about the “How”
  • 16. @Britopian #expion13 1. Build a team 2. Assign roles & responsibilities 3. Define your brand narrative 4. Create channel strategy 5. Establish the content supply chain 6. Build real-time capabilities 7. Integrate converged media models 8. Invest in the right technology
  • 17. @Britopian #expion13 CUSTOMER SUPPORT DIGITAL MARKETING ANALYTICS SOCIAL MEDIA Product Marketing Research Employees Segment Marketing Events REGIONAL EDITORS BRAND & CREATIVE z CHIN A JAPAN AUSTRALIA TAIWA N SINGAPORE APAC REGIO NAL EDITOR z EMEA REGIO NAL EDITOR DENMA RK UNITED KINGD OM FRAN CE GERMA NY ITALY CENTER OF EXCELLENCE RESPONSIBLE FOR CONTENT STRATEGY, GOVERNANCE, TRAINING, TECHNOLOGY Build a “centralized” editorial team
  • 18. @Britopian #expion13 MODEL FOR ORGANIZATIONS WITH SEVERAL CONTENT CONTRIBUTORS AND CHANNELS Assign roles & responsibilities (by channel) CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS) FACEBOOK EDITOR TWITTER EDITOR TUMBLR EDITOR BLOG EDITOR BLOG EDITOR
  • 19. @Britopian #expion13 MODEL FOR GLOBAL ORGANIZATIONS WITH FEWER CONTENT CONTRIBUTORS AND CHANNELS Assign roles & responsibilities (by region) GLOBAL EDITOR
  • 20. @Britopian #expion13 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 COMMUNITYIn what context does the community talk about your brand? FAN INTERESTSWhat other topics and lifestyle interests are your fans passionate about? 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 DETERMINE THE STORY YOU WANT TO TELL THAT RESONATES WITH YOUR AUDIENCE Define your brand narrative
  • 21. @Britopian #expion13 HOW YOU SAY IT IS JUST AS IMPORTANT AS WHAT YOU SAY Define your tone of voice Approachab le Fun Smart Enthusiasti c We will never sound like a robot or share corporate babble. Going shopping is fun and we should have fun when talking about it. We are clever, witty and make people smile. We are subject matter experts in all things fashion and shopping. No room for error when it comes to talking about important things in life like looking good. We must strive to get customers excited and pumped for life events and milestones like bachelor parties, anniversaries, back to school or “girls night out”. Our brand is fun, easy to talk to; we answer questions even when they may not make complete sense. We are your friend and gives good advice when you need help.
  • 22. @Britopian #expion13 DETERMINE THE STORYTELLING PRINCIPLES AND HOW YOU WANT TO TELL THE STORY Map your story to relevant content channels + Campaigns Events Promotions Customer Stories Customer Support Lifestyle Content Real Time Content 15% 40% 20% 20% 10% Frequency of distributionContent Pillars CONSISTENT STORYLINE ACROSS ALL MEDIA
  • 23. @Britopian #expion13 CREATE WORKFLOWS FOR CONTENT IDEATION, CREATION, APPROVAL, DISTRIBUTION AND INTEGRATION Optimize the content supply chain: 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 Push to content to paid promotion
  • 24. @Britopian #expion13 CREATE WORKFLOWS FOR CONTENT IDEATION, CREATION, APPROVAL, DISTRIBUTION AND INTEGRATION Optimize the content supply chain: real-time Push to content to paid promotion 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
  • 25. @Britopian #expion13 A COMBINATION OF TECHNOLOGY AND PROCESS ARE REQUIRED TO CAPITLILZE ON REAL-TIME Build real-time listening capabilities approve post amplify measure optimize choose a trend spot a trend develop concept
  • 26. @Britopian #expion13 RESONANTRELEVANT TIMELY IDEAL CONTENT AUDIENCE INTERESTS BRAND PRIORITIES CONVERSATION TRENDS REAL-TIME CONTENT SHOULD BE TIMELY, RELEVANT TO THE BRAND AND RESONATE WITH YOUR AUDIENCE Determine when real-time should be used
  • 27. @Britopian #expion13 THE INTEGRATION OF PAID, EARNED AND OWNED MEDIA IS NECESSARY TO REACH CONSUMERS Developing converged media models
  • 28. @Britopian #expion13 Determine when to converge media BUILD A MODEL THAT WILL DETERMINE CONTENT INTEGRATION POINTS :: Identify :: Evaluate :: Coordinate :: Amplify & Measure Identify the right, high- performing content that can be integrated Determine the best integration points that will drive maximum engagement and reach. Coordinate the logistics with internal stakeholders; determine KPIs Integrate content through paid, earned or owned media; measure and iterate @Britopian #expion13
  • 29. @Britopian #expion13 Thank you Michael Brito SVP, Social Strategy Edelman Digital @Britopian Now available for pre-order!