The Evolution of a Content Organization - MIchael Brito

  • 2,541 views
Uploaded on

The Evolution of a Content Organization - MIchael Brito (Edelman Digital). Keynote Speaker @ Social Business Forum 2013

The Evolution of a Content Organization - MIchael Brito (Edelman Digital). Keynote Speaker @ Social Business Forum 2013

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,541
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
31
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. T H E N E X T M E D I A . C OThe Evolution of aContent OrganizationBy Michael BritoHow Social Business Strategy Enables Better Content, SmarterMarketing And More Effective Customer Relationships@Britopian
  • 2. T H E N E X T M E D I A . C OEXAMPLES OF CONTENTORGANIZATIONS - MEDIATraditional media companies are built on the foundation ofcontent; all forms of content.@Britopian
  • 3. T H E N E X T M E D I A . C OEXAMPLES OF CONTENTORGANIZATIONS - NEWSNews organizations are in the business of content; informing thepublics of breaking news.@Britopian
  • 4. T H E N E X T M E D I A . C OEXAMPLES OF CONTENTORGANIZATIONS - BRANDSRed Bull’s “Giver of Wings” content narrativeis about empowering others to do epic shit;rarely talks about their product.Visage provides expert commentary aboutenterprise mobility management; rarely talksabout their products.@Britopian
  • 5. T H E N E X T M E D I A . C OCHARACTERISTICS OF A CONTENTORGANIZATION5THE FIVECHARACTERISTICS OFCONTENTORGANIZATIONSContent: The most obvious characteristic is that media companiesproduce mass amounts of content. They are content machines withan “always on” mentality. It doesn’t matter what time of day it is orwhat the hour, media companies distribute content all the time.They are content engines!Relevant: Content Organizations provide content that is relevantto those who are seeking information that interests them at a veryspecific moment in time, whether is be a news story, a video,product reviews, events and even breaking news. Their contentalways appeals to an audience regardless of what the topic is.Recent: Content Organizations aren’t in the business of providingcontent that’s a few days or weeks old. The content is recent and inmany cases, real-time and capitalizes on consumer’s searchbehavior as news breaks.Omnipresent: Media companies are everywhere. They dominatethe search engine results. Their content is retweeted daily, shared,liked and commented on in Facebook and every other socialnetwork that disrupts the marketplace. They produce videos,advertise and even their journalists have started building their ownpersonal brands which also feeds the content ecosystem day in andday out.Agile: Content Organizations move quickly. They have a staff ofsubject matter experts and contributing writers that are prepared towrite about any topic at any time; and creative teams that canproduce visual content at a moments notice. They aren’t heldcaptive by approvals from a brand team or lawyers.@Britopian
  • 6. T H E N E X T M E D I A . C OTHERE IS A CONTENT & MEDIA SURPLUS@Britopian
  • 7. T H E N E X T M E D I A . C OTHERE IS AN ATTENTION DEFICIT@Britopian
  • 8. T H E N E X T M E D I A . C OCONSUMERS ARE UNPREDICTABLEPAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIA@Britopian
  • 9. T H E N E X T M E D I A . C OCONSUMERS ARE INFLUENTIAL@Britopian
  • 10. T H E N E X T M E D I A . C OCORE BUSINESS OBJECTIVES REMAINTHE SAME@Britopian
  • 11. T H E N E X T M E D I A . C OHOW DO YOU BECOMEACONTENTORGANIZATION?@Britopian
  • 12. T H E N E X T M E D I A . C OSTART WITH A SOCIAL BUSINESSSTRATEGYA 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).“ ”@Britopian
  • 13. T H E N E X T M E D I A . C OADD VALUE TO ALL STAKEHOLDERSOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESSIMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIALBRAND1243@Britopian
  • 14. T H E N E X T M E D I A . C OPEOPLEBehavior ChangeCross Silo CollaborationExecutive ParticipationOrganizational ModelsStakeholder ParticipationSocial Media GovernanceTechnology IntegrationContent WorkflowsMetrics FrameworkGlobal ExpansionOnline MonitoringAnalytics PlatformInternal CollaborationContent PlatformsSocial CRMPROCESSTECHNOLOGYPEOPLE,PROCESS &TECHNOLOGY@Britopian
  • 15. T H E N E X T M E D I A . C ODEFINE THEBRAND STORY &CONTENTNARRATIVEBRAND PILLARSWhat are the coretenets of thebrand?THE CORE ISSUESWhat are the non-business issues thatare important toyour brandTHE MEDIAHow does themedia talk aboutyour brand whenthey write stories?THECOMMUNITYHow does thecommunity talkabout your brandwhen they are justtalking?FANINTERESTSWhat are your fanstalking about whennot about yourbrand?CONTENTHow is your contentperforming today?What’s working?What’s not?SEARCHHow do consumerssearch for yourbrand? Valueproposition?SUPPORTWhat are thebiggest customersupport issuestoday? Tomorrow?Content Narrative@Britopian
  • 16. T H E N E X T M E D I A . C ODEFINE THEPLATFORMSTRATEGY+CampaignsEventsPromotionsCustomerStoriesCustomerSupport3rd PartyCuratedIndustryReal TimeContent15% 40% 20% 15% 10%Frequency of distributionContentPillars@Britopian
  • 17. T H E N E X T M E D I A . C OESTABLISH ACENTER OFEXCELLENCECUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployeesSegmentMarketingEventsREGIONALEDITORSBRAND &CREATIVECONTENT &EDITORIALCENTER OFEXCELLENCEPEOPLE@Britopian
  • 18. T H E N E X T M E D I A . C OASSING ROLES &RESPONSIBLITIES(by channel)PEOPLECONTENT CONTRIBUTORSFACEBOOKEDITORTWITTEREDITORTUMBLREDITORBLOGEDITORBLOGEDITOR@Britopian
  • 19. T H E N E X T M E D I A . C OASSING ROLES &RESPONSIBLITIES(by region)PEOPLEGLOBALEDITOR@Britopian
  • 20. T H E N E X T M E D I A . C OCONTENTGOVERNANCE(proactive)PROCESSContributorWrites ContentTeamBrainstormsContent IdeasSends to Editorfor ReviewContent ApprovedContent NotApprovedScheduledfor PublishPosted toSocial ChannelContentPerformanceAnalytics0 1 2 3 4 5 6In Review/In RevisionIn Review/In Revision@BritopianDon’t forget this. It’s imperative to ensure consistentstorytelling and it prevents disjointed content andcommunity.
  • 21. T H E N E X T M E D I A . C OCONTENTGOVERNANCE(reactive)PROCESSCommunityManagersCommunityNONOYES NOYESYESYESNONOYESMonitorConversationsAssessRe-directEngagePrivatelyRe-directEngagePrivatelyProceedEngagein public?Legitimate?Expertisewithproduct?Is topicsensitive?ProceedIsengagementpositive?AssessProceed Conversefurther?Assess Can CMhelp?Complaint?! Other issues !?ComplimentProductCompanyDo not engage@BritopianHaving controls in place that deliver escalation forcrisis, issues management and customer support.
  • 22. T H E N E X T M E D I A . C OBUILD A REAL-TIME LISTENINGCENTER(reactive)TECHNOLOGYSocial Business Command Centers will your brandrespond to customer issues quickly and efficiently.@Britopian
  • 23. T H E N E X T M E D I A . C OBUILD A REAL-TIME LISTENINGCENTER(proactive)TECHNOLOGYCommand Centers can also help you capitalize on what’strending so you can create real-time content.@Britopian
  • 24. T H E N E X T M E D I A . C OINVEST IN THERIGHTTECHNOLOGYTECHNOLOGYThere is a multitude of technology vendors in the space.Ensure that they map to your requirements, not the otherway around.@Britopian
  • 25. T H E N E X T M E D I A . C OTHE TRANSFORMATION IN A NUTSHELL…Team Structure &OrganizationPlanningContent Narrative& Brand StrategyPLANNINGContent Execution& Delivery ofPlanned ContentReal-TimeCommand CenterOperationsCreativeNewsroomDeploymentConverged MediaModelsSOCIALBRAND&CONTENTSTRATEGYEXECUTIONSOCIALBUSINESSSTRATEGYSocial BusinessCenter ofExcellenceEnterpriseCollaborationIdentify Roles &ResponsibilitiesENABLEMENTContent Audit3rd PartyResearchInternalStakeholderAuditsEnterpriseCollaborationTechnologyAdoption &DeploymentContentGovernanceModelsCustomer &EmployeeEnablementCross-teamCollaborationMultipleStakeholderAlignmentContent,production &AnalyticsIntegrationWorkflowManagementIntegration WithPaid Media TeamTechnologyPartnerships(3RD PartyPublishers)CONTENTTRANSFORMATIONINFRASTRUCTUREEmployee &CustomerAdvocacyContent: Your brandbecomes a contentmachine and producesgame changing contentday in and day out.Relevant: Your brandactually produces contentthat changes customerbehavior.Recent: Your content isrecent and in manycases, real-time withoutthe approval bottlenecks.Omnipresent: Yourcontent is everywhere –search, social, word-ormouth.Agile: Your brandbecomes a contentorganization and has theability to producecompelling content at amoments notice.@Britopian
  • 26. T H E N E X T M E D I A . C OTHANK YOU!Michael BritoSVP, SocialStrategyEdelman Digital@Britopian@Britopian