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TRANSORMING YOUR !BRANDTO A!MEDIA COMPANY Michael Brito! SVP, Social Business Strategy! @Britopian!                       ...
Who Is The Social Customer And Why
Are They Important?"                 I am cancelling                    THEY           ...
4 Key trends shaping today’s landscape….!
WWe Live In A Multi-Screen Economy!   @Britopian!
PAID "                             MEDIA"                                                CUSTOMERS/
                      ...
TAHRIR SQUARE, CAIRO                                    JANUARY 25TH 9 AM               TAHRIR SQUARE,                   C...
Everyone Has Influence!   @Britopian!
Business Objectives Remain Constant!   @Britopian!
•    Rise of the social media expert! •    Social media certifications! •    Influencers playing Monday morning      quarter...
… And Chaos Gives Birth!   @Britopian!
Social Media “Marketing” Has Caused"Internal Business Challenges"EMPLOYEES!                               EXPANDING!Inappr...
Social Business Strategy Is Required“To Facilitate This Transformation"    Social business planning is the blueprint for t...
The Stakeholder Ecosystem Value"Creation Model"                     COLLABORATION                                COMMUNITY...
Understanding The Social Brand Versus"Social Business"                            Programs	                        Communi...
6 Steps To Transform Your Brand Into AMedia Company"                                     @Britopian!
Establish of A Centralized Editorial Team "                                                                 INFORMATION   ...
How The Center of Excellence Integrates"                           Within The Organization"                               ...
Create The Brand Narrative And ContentStrategy"    INTERNAL (BRAND POSITIONING"        EXTERNAL                THE STORY 
...
Build A Real Time Listening Center"                                      @Britopian!
Assign Roles & Responsibilities" CONTRIBUTORS!   EDITORS!   REGIONAL EDITORS!                                             ...
Content Creation, Approval And Distribution Workflows"                                                        AUTOMATED    ...
Social Customer Support Decision Trees 
  And Process Workflows"                                                           ...
Invest In The Right Technology"                                  @Britopian!
Thank you!"Michael Brito"SVP, Social Business Strategy!Edelman Digital!Michael.Brito@edelman.com!!------------------------...
Content Marketing               Bootcamp               February 21, 2013             San Francisco, Californiahosted by
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Transforming Your Brand to a Media Company

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Presented by Michael Brito, Senior Vice President of Social Business Planning at Edelman Digital, during Content Marketing Bootcamp

Published in: Education

Transcript of "Transforming Your Brand to a Media Company"

  1. 1. TRANSORMING YOUR !BRANDTO A!MEDIA COMPANY Michael Brito! SVP, Social Business Strategy! @Britopian! @Britopian!
  2. 2. Who Is The Social Customer And Why
Are They Important?" I am cancelling THEY I am not SUCK Did you hear my @netflix happy! about account @Netflix? I am not happy either! @Britopian!
  3. 3. 4 Key trends shaping today’s landscape….!
  4. 4. WWe Live In A Multi-Screen Economy! @Britopian!
  5. 5. PAID " MEDIA" CUSTOMERS/
 ADVOCATES" EARNED" OWNED" MEDIA" MEDIA" TRADITIONAL " MEDIA" INFLUENCERS"The Customer Journey Is Dynamic! @Britopian!
  6. 6. TAHRIR SQUARE, CAIRO JANUARY 25TH 9 AM TAHRIR SQUARE, CAIRO JANUARY 24TH 9 AMCommunication is Real-time!! @Britopian!
  7. 7. Everyone Has Influence! @Britopian!
  8. 8. Business Objectives Remain Constant! @Britopian!
  9. 9. •  Rise of the social media expert! •  Social media certifications! •  Influencers playing Monday morning quarterback!The Bright & Shiny Object! @Britopian!
  10. 10. … And Chaos Gives Birth! @Britopian!
  11. 11. Social Media “Marketing” Has Caused"Internal Business Challenges"EMPLOYEES! EXPANDING!Inappropriate use of social media! Social media programs globally!INTERNAL! NON-EXISTENT!Confusion of roles & responsibilities! Governance models & Policies!INCONSISTENT! DISJOINTED  Social media measurement practices! Content & Community PracticesOUTDATED   TECHNOLOGY!Crisis communications models Selection and adoption within the org! @Britopian!
  12. 12. Social Business Strategy Is Required“To Facilitate This Transformation" 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.! @Britopian!
  13. 13. The Stakeholder Ecosystem Value"Creation Model" COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL   SOCIAL  BRAND   EXCELLENCE   INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY EMPLOYEE ADVOCACY PRODUCT FEEDBACK @Britopian!
  14. 14. Understanding The Social Brand Versus"Social Business" Programs   Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure   @Britopian!
  15. 15. 6 Steps To Transform Your Brand Into AMedia Company" @Britopian!
  16. 16. Establish of A Centralized Editorial Team " INFORMATION TECHNOLOGYINFORMATION TECHNOLOGY:Technology deployment and integrationDIGITAL MARKETING:Campaign reporting & measurement SOCIAL DIGITALCUSTOMER SUPPORT: MEDIA MARKETINGSolving real-time customer service issues EDITORIALANALYTICS: TEAMContent performance, operationsSOCIAL MEDIA:Community management and advocateidentification ANALYTICS CUSTOMER SUPPORT @Britopian!
  17. 17. How The Center of Excellence Integrates" Within The Organization" Knowledge Management & Best Practice Sharing!Marketing & Organizational Readiness" Measurement Framework & Reporting" Campaigns & Initiatives" Marketing " Operations " Campaign " Reporting" General Social Integration" " Training" Community " Customer" Management" Support" Policies" Community Management Product 
 Paid, Owned Technology" Insights" Marketing " and Earned " Media" PR and 
 Content Plan" Corporate " Best Practice Communications" Sharing" Customer Support" STRATEGY PLANNING" EXECUTION" MEASUREMENT" Social Media Center of Excellence! @Britopian!
  18. 18. Create The Brand Narrative And ContentStrategy" INTERNAL (BRAND POSITIONING" EXTERNAL THE STORY 
 & GUIDELINES)" INSIGHTS" (HERO CONTENT)"MESSAGE" BRAND " Product
 3rd Party Research! Benefit 1! Community & Media! Perceptions! Consistent, authentic and helpful content at EVERYMESSAGE" BRAND " Product
 customer touch point! Benefit 2! (Campaigns, Conversations, Content Audit & Community Management)! Analytics!MESSAGE" BRAND " Product
 Benefit 3! Search Behavior! @Britopian!
  19. 19. Build A Real Time Listening Center" @Britopian!
  20. 20. Assign Roles & Responsibilities" CONTRIBUTORS! EDITORS! REGIONAL EDITORS! @Britopian!
  21. 21. Content Creation, Approval And Distribution Workflows" AUTOMATED Sends to Editor for Review Content Team Contributor Scheduled AnalyticsBrainstorms Writes for PublishContent Ideas Content In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Content Not Channel Approved @Britopian!
  22. 22. Social Customer Support Decision Trees 
 And Process Workflows" Engage   Re-­‐direct   Privately   NO NO YES YES Engage   Converse   Compliment   Assess   Proceed   Proceed   Re-­‐direct   in  public?   further?   YES NOCommunity NO Managers Exper<se   NO YES Product   Can  CM   Engage   with   Assess   help?   Privately   product?   YES Par<cipant  upset?   Monitor   Conversa<ons   !!  Complaint  !!   Is   Company   Is  topic   Posi<ve   Proceed   engagement   Proceed   sensi<ve?   outcome?   NO posi<ve?   YES YESCommunity YES NO NO Legi<mate?   Engage   ?!  Other  issues  !?   Assess   Proceed   Privately   YES NO Engage   Do  not  engage   Re-­‐direct   Privately   (optional, but recommended) LISTEN   ASSESS   ENGAGE   REPEAT   @Britopian!
  23. 23. Invest In The Right Technology" @Britopian!
  24. 24. Thank you!"Michael Brito"SVP, Social Business Strategy!Edelman Digital!Michael.Brito@edelman.com!!---------------------------------
!Your Brand: The Next Media Company!How Social Business Strategy Enables Better Content, Smarter Marketing!And More Effective Customer Relationships!!More Info: http://thenextmedia.co"! @Britopian!
  25. 25. Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by
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