ReThink Your Go-To-Market Strategy - Michael Brito, Senior VP of Social Business Planning, Edelman

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The days of traditional brick and mortar expansion based on predictable ROI has been replaced with fast-paced online expansion at a fraction of the cost but with less certain ROI. How do you define your market and how far do you want to reach? What does success look like for your website -- is a basic customer service tool enough, or do you want a sales generation machine? Michael Brito, author of the book "Smart Business, Social Business," will provide insight into how search engine marketing, web/mobile presence and social media all intertwine from a content perspective. He'll also help identify ways that electrical manufacturers and distributors can make their products stand apart from the competition by leveraging a mix of Internet strategies.

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ReThink Your Go-To-Market Strategy - Michael Brito, Senior VP of Social Business Planning, Edelman

  1. 1. ReThinking YourGo-To-Market StrategyMichael BritoSVP, Social BusinessEdelman Digital
  2. 2. WE LIVE IN THE CONNECTED ECONOMY
  3. 3. REAL TIME LISTENING AND MONITORING
  4. 4. COMMUNCATION REACHES AFAR
  5. 5. EVERYONE HAS A VOICE, INFLUENTIAL
  6. 6. THE RISE OF SOCIAL BUSINESS
  7. 7. CORE BUSINESS OBJECTIVES REMAIN THE SAME
  8. 8. How Important Is Social Media to B2BOrganizations (STUDY)• Over 56% of B2B marketers acquired new business partnerships through social media (compared to 45% of B2C marketers)• Nearly 60% of B2B marketers saw improved search rankings from their social efforts (compared to 50% of B2C marketers)• B2B marketers are more able to gather marketplace insights from their social efforts (nearly 69% vs. 60% of B2C marketers)their message heard
  9. 9. Who Is The Social Customer And WhyAre They Important? I am cancelling I am not Did you hear my @netflix happy! about account @Netflix? I am not happy either!
  10. 10. The Customer Journey Is Dynamic;Inundated With Messages• A customer journey is dynamic; they live in the their streams (Twitter, News feed)• People need to hear things up to 5 times before they actually believe it (Edelman Trust Barometer)• Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
  11. 11. Majority of Daily Interactions With MediaAre Screen Based (Google Study)
  12. 12. Our Time Is Spent On 4 Primary MediaDevices
  13. 13. People Rely On Search When MovingBetween Devices
  14. 14. Omnipresence & Consistent MessagingIs A Business Imperative
  15. 15. Leveraging The Hub & Spoke To MaximizeReach & Engagement • Facebook status • Optimize Youtube channel updates that promote and new videos to link back blog content hub/blog • Other content shared The Hub • Videos can be shared on NEEDS to add value to Facebook, YouTube or the conversation and • The content hub is the website, through editorial community blog, content aggregator • Content should be optimized for search w/terms that are relevant to your business • Should be convenient for users to consume content within the • Occasional tweets on channels that they are promoting blog content comfortable with • Optimize Google+ page with • Cross promoting other relevant links and content social channels, when back to other channels relevant • Should not duplicate content • Needs to be unique; not • Add Google+ icons to hub the same on FB
  16. 16. From Friends, Fans And Followers ToCustomer Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy INCREASED ENGAGEMENT RELEVANT CONTENT HUMAN VOICE SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS Participate GOOGLE PRODUCTS & SERVICES Research
  17. 17. Advocates Affect The Purchase FunnelVia Organic Conversations
  18. 18. Social Media Has Caused MarketingChallenges Lack of Marketing Inconsistent Social 1 Integration 3 Media Measurement Practices Disjointed Content Challenges With 2 Marketing & Community 4 Scaling Social Media Management Practices Programs Globally
  19. 19. Social Business Planning Can HelpSolve These Problems “ 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.
  20. 20. Delivering Value Across The StakeholderEcosystem Is Key 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 IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY EMPLOYEE ADVOCACY PRODUCT FEEDBACK
  21. 21. The Difference Between A Social BrandAnd Social Business Planning Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND BUSINESS SOCIAL (External) RESULTS BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure
  22. 22. Content Marketing / CommunityManagement Framework ITERATION Internal External Listening PLAN/ RESEARCH CREATE ENGAGE MEASURE Listening Corporate Community Engagement Communications News ArticlesInternal Communications Audit the content that current Inspirational Inform the Month to Month fans are sharing within their content community Growth Online Monitoring Product Organizations social channels Community Company News & Solve customer Membership Search Engine Behavior Subject Matter Experts Plan for relevant content that Events problems drives maximum engagement – Month to Month the right content, at the right 3rd Party Article & @reply influencers Growth In time in the right channel to the Blog Post Mentions Engagement right customer Ask questions Contests, Quotes, External Bi-Weekly and Daily Content Surveys & Other Respond to Benchmark Calendars Content That Spurs questions, Metrics – Share Engagement comments and Of 6 Month Thematic Content concerns Voice/Engagem Calendars ent Connect community Daily “Tips” And Product News members with each Based On Real Time Listening other via @replies and Feedback From The Community Just say “thank you”
  23. 23. Robust Content Marketing RequiresOperational Excellence ITERATION Internal External Listening PLAN/ RESEARCH CREATE ENGAGE MEASURE Listening Technology TechnologyCollaboration Workflows Collaboration Workflows Feedback Processes OPERATONAL INITATIVES Feedback Processes Escalation Path Escalation Path Identifying Roles & Responsibilities Content Publishing Platform Collaboration between organizations (Marketing, PR, Support, Product, Regional teams Social CRM technology investments & Deployment (Publishing, Customer Data, Measurement) Customer Support Integration & Workflows Global Scalability of Social Programs Social Media Training
  24. 24. Start Thinking Like A Media Company MESSAGING PLANNING CREATION | CURATIONBrand Narrative/Messaging Identifying Roles & Determining Financial Responsibilities Investment For Content Target Segmentation Creation Process & Workflows ForCommunity Insights (how do Approvals Supportive Technologythey view the brand, how do they talk about it? Employee And Customer Programs, Campaigns, Participation Product Launches Search Behavior Internal Collaboration With Social CRM INTEGRATION Web Analytics Support and Other Teams Paid / Earned / Owned Media 3rd Party Content OPTIMIZATION Global Integration (programs & campaigns) MEASUREMENT Real Time Analytics Engagement Metrics Escalation Work Flows DISTRIBUTION Clicks, Page Views, Downloads, Sales, Community Identifying the Right Platforms Growth COMMUNITY MANAGEMENT Global Expansion Behavior Change Governance Command Center Operations Brand Sentiment And Awareness Solving Customer Problems Reciprocal Altruism
  25. 25. 5 Smart Things To Remember 1. Start thinking like a media company 2. Have an internal plan that can help you scale 3. Content is not king – the Right content, at the Right time, in the Right channel to the Right customer is king 4. Integration is key to conversion 5. Listen before anything
  26. 26. Thank you!Questions?Email: Michael.Brito@edelman.com

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