Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Transforming Your Brand To A Media Company

  • Login to see the comments

Transforming Your Brand To A Media Company

  1. 1. #vrproweb transforming your brand to aMEDIA COMPANY
  2. 2. Special Guest Michael Brito Senior Vice PresidentSocial Business Strategy Edelman @britopian #vrproweb
  3. 3. • Let’s Learn A Little About Michael• Why Should We Think Like A Media Company?• But Why A Media Company?• How Do You Do This?• Are SMBs Able To Do This?• Tips and Tricks• Q&A?• Resources #vrproweb
  4. 4. Michael Brito@britopian #vrproweb
  5. 5. #vrproweb
  6. 6. Your 2013 Business StrategyShould Be To Start ThinkingLike A Media Company! #vrproweb
  7. 7. WThere is a content surplus #vrproweb
  8. 8. There is an attention deficit #vrproweb
  9. 9. PAID MEDIA CUSTOMERS/ ADVOCATES EARNED OWNED MEDIA MEDIA TRADITIONAL MEDIA INFLUENCERSConsumers lives are unpredictable #vrproweb
  10. 10. Everyone is influential #vrproweb
  11. 11. Business objectives remain constant #vrproweb
  12. 12. But Why a Media Company? #vrproweb
  13. 13. Content: They are content machines with an1 “always on” mentality. Relevant: They are relevant to someone at2 every moment in time. Recent: They are recent and in many3 cases, real-time. Omnipresent: Content from media companies4 own search – it’s everywhere! Agile: Media companies move quickly when it5 comes to content creation/distribution. #vrproweb
  14. 14. Social Business Strategy Is Required“To Facilitate This Transformation A social business strategy helps evolve the thinking and preparedness of ” an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees). #vrproweb
  15. 15. The Stakeholder Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION SOCIAL BRAND OPERATIONAL EXCELLENCE INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY #vrproweb
  16. 16. Understanding The Social Brand VersusSocial 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
  17. 17. Enough of the “Why”Let’s talk about the “How” #vrproweb
  18. 18. BRAND PILLARS What are the core Define the tenets of theTHE CORE ISSUES brand? SUPPORT Story and What are the non- business issues that What are the biggest customer Content are important to support issues your brand today? Tomorrow? Narrative THE MEDIA SEARCH How does the How do consumers media talk about Content Narrative search for your your brand when brand? Value Brand Narrative Inputs they write stories? proposition? THE FAN CONTENT How does the COMMUNITY What are your fans INTERESTS How is your content community talk talking about when performing today? about your brand not about your What’s working? when they are just brand? What’s not? talking? #vrproweb
  19. 19. Frequency of distribution Content & 15% 40% 20% 20% 10% Platform 3rd Party Campaigns StrategyContent Customer Pillars Events Customer Curated Real Time Stories Support Content Promotions Industry + #vrproweb
  20. 20. Converged Media Modeling The Integration of paid, earned and owned media. Analytics & Insights Create Push to Optimize Measure Compiling Sponsored Post Content Performance Content- Visual - Identify what’s - Clicks Engagement triggers- Planned and trending - Likes that will push organic Unplanned Content - Audience Availability - Shares posts to sponsored- Creative Newsroom - Current Interests - RT’s - Attention Score #vrproweb
  21. 21. #vrproweb
  22. 22. #vrproweb
  23. 23. #vrproweb
  24. 24. Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com thenextmedia.co @Britopian
  25. 25. • http://www.britopian.com/• https://twitter.com/britopian• http://www.linkedin.com/in/michaelbrito• https://www.facebook.com/michael.j.brito• http://www.socialbusinessnews.com/author/michael-brito/• http://www.slideshare.net/Britopian• http://www.amazon.com/Michael-Brito/e/B0052XR5S0• http://www.edelmandigital.com/ #vrproweb
  26. 26. #vrproweb

×