Give us a little insight into your interesting background?What exactly do you do for Edelman Digital?How does your background benefit your clients?
We need to look at content marketing more than just a tactic. It’s a shift of thinking.
http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically.
Can you quickly explain the difference between:Paid MediaEarned MediaTraditional MediaOwned Media
So we want to build relationships?
And guess what .. Brands DID join the conversation. And, they went overboardDid they think it was just an advertising platform?
Could some of the tactics you have mentioned work for a small business?
Do you have any tips or tricks you could share with our audience in regards to being able to integrate this strategy into a business?
We are going to field questions for you to answer.
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Transforming Your Brand To A Media Company
#vrproweb transforming your brand to aMEDIA COMPANY
Special Guest Michael Brito Senior Vice PresidentSocial Business Strategy Edelman @britopian #vrproweb
• 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
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
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
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
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
Enough of the “Why”Let’s talk about the “How” #vrproweb
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
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
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