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!
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!
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!
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!
6 Steps To Transform Your Brand Into AMedia Company" @Britopian!
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!
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!
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!
Build A Real Time Listening Center" @Britopian!
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!
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!
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!
Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by