The evolution to a media company requires a social business and content strategy.

1. Social Business:
The Evolution into a Media
Company
Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165

2. There is a content and media surplus
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3. Consumers have an attention deficit
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4. The customer journey is dynamic
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5. Consumers have tunnel vision
The customer journey
is dynamic
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6. Everyone is influential
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7. Marketers have different challenges, internally
78%
of marketers say that their
biggest challenge with content
is "creating original content"
and that they don't have
enough time to do it
44%
of marketers do not have a
documented content
strategy.
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8. Business objectives remain the same
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9. But why a Media Company?
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10. This type of
evolution requires
a radical change
in
thinking, communications
and business operations.
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11. The evolution to a media company requires a
social business strategy
“
A social business strategy is a documented plan of action that helps
”
evolve and transform the thinking of an organization bridging internal and
external social initiatives resulting in collaborative connections, a more
social organization and shared value for all stakeholders
(customers, partners, and employees).
@Britopian

12. Social Business Must Business Deliver Value
PLATFORMS
SOCIAL BUSINESS FRAMEWORK
POSITIVE BUSINESS OUTCOMES
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM / Content Publishing
Deeper customer engagement
Social Media Policies
Technology Integration
Customer Support & Crisis Workflows
Measurement Framework
Global & Enterprise Expansion
ENABLEMENT
PROCESS
More effective and relevant content
Smarter marketing that align to business
goals
Integrated and converged media
PEOPLE
Integrated community strategy
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
Effective content operations and governance

13. How to facilitate this evolution…

14. BUILD A
CENTRALIZED TEAM
Build a “centralized” editorial team
Research
Segment
Marketing
Product
Marketing
CUSTOMER
SUPPORT
SOCIAL
MEDIA
DIGITAL
MARKETING
Events
Employees
BRAND &
CREATIVE
ANALYTICS
REGIONAL
EDITORS
@Britopian
© Edelman Digital
Centralized
Editorial Team

15. ASSIGN ROLES &
RESPONSIBLITIES
Assign roles & responsibilities (channel)
FACEBOOK
EDITOR
TWITTER
EDITOR
TUMBLR
EDITOR
BLOG
EDITOR
BLOG
EDITOR
CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS)
Brand
Journalism
Initiatives
Employee
Advocacy
Programs
Influencer
Marketing
Customer
Advocacy
Programs
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16. ASSIGN ROLES &
RESPONSIBLITIES
Assign roles & responsibilities (region)
GLOBAL
EDITOR
@Britopian

17. DEFINE YOUR
BRAND NARRATIVE
Define your brand narrative
BRAND PILLARS
CURRENT
AUDIENCE
AFFINITIES
What are the core
tenets of the
brand?
What are the
biggest customer
support issues
today? Tomorrow?
What other topics
and lifestyle
interests are your
fans passionate
about?
TARGET
AUDIENCE
What are the
demographics and
psychographics if
your target
audience?
SEARCH
Content Narrative
COMMUNITY
MAINSTREAM
MEDIA
In what context
does the
community talk
about your brand?
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CUSTOMER
SUPPORT
How does the
media talk about
your brand when
they write stories?
How do consumers
search for your
brand? Value
proposition?
CONTENT
How is your content
performing today?
What’s working?
What’s not?

18. DEFINE YOUR
BRAND NARRATIVE
Define your tone of voice
Approachable
Fun
Smart
Enthusiastic
@Britopian
Our brand is fun, easy to talk to; we answer questions
even when they may not make complete sense. We are
your friend and give good advice when you need it.
We will never sound like a robot or share corporate babble.
Going shopping is fun and we should have fun when talking
about it. We are clever, witty and make people smile.
We are subject matter experts in all things fashion and
shopping. No room for error when it comes to talking about
important things in life like looking good.
We must strive to get customers excited and pumped for life
events and milestones like bachelor
parties, anniversaries, back to school or “girls night out”.

19. DEFINE YOUR
BRAND NARRATIVE
Establish an editorial framework & build
content themes
Your brand is
the story
Your brand is a
character in
the story
Your brand
comments on
a story
Master Content Narrative
Product
Launch
@Britopian
Events and
corporate
announce
ments
Highlight
customer
stories
Proactive
Customer
Support
Curated, 3r
d party
industry
content
Realtime, trendi
ng and
lifestyle

20. DEFINE YOUR
BRAND NARRATIVE
Prioritize and map narrative to channels
Frequency of distribution
Content
Pillars
15%
40%
20%
20%
10%
Campaigns
Events
Promotions
Customer
Stories
Customer
Support
Lifestyle
Content
Real Time
Content
CONSISTENT STORYLINE ACROSS ALL MEDIA
+
@Britopian

21. ESTABLISH THE
CONTENT SUPPLY
CHAIN
Optimize the content supply chain
for planned content
Content
planning &
brainstorming
CONTENT BEST PRACTICES
24 hrs.
yes
Contributor
submits
content
Post-ready &
submitted via
CMS
Approved
Submission
emailed to
Editors
no
Sent back to
Contributor for
revision or
rejection
Contributor may choose to
revise & re-submit
@Britopian
yes
Editor
schedules
post/tweet
Approved
Approval
request emailed
to Brand &
Legal
Post or Tweet
automatically
published @
scheduled time
no
Rejections sent
back to Editor
*Legal response
required. Brand
response not Digital
© Edelman
required
Push to content
to paid
promotion

22. BUILD REAL-TIME
CAPABILITIES
Determine when real-time should be used
TIMELY
CONVERSATION
TRENDS
IDEAL
CONTENT
BRAND
PRIORITIES
RELEVANT
RESONANT
© Edelman Digital
@Britopian
AUDIENCE
INTERESTS

23. INTEGRATE
CONVERGED MEDIA
MODELS
Build converged media models (integration of
paid, earned & owned)
SOCIAL MEDIA
(Sponsored
Posts, Promoted Tweets)
@Britopian
CONTENT
SYNDICATION
EARNED MEDIA
AMPLIFICATION
(Pushing owned media
content into paid media)
(Pushing earned media
into paid/owned media)

24. Thank you
Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165
http://www.slideshare.net/Britopian/brand-as-media-svesm
@Britopian