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

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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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