1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner. 2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders. 3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.

1. Michael Brito
SVP, Social Business Strategy
@Britopian
#SBS2013 @Britopian

2. @Britopian

3. @Britopian

4. Your 2013 Content Strategy
Should Be To Transform Your
Brand To A Media Company!

5. W
There is a content surplus @Britopian

6. There is an attention deficit @Britopian

7. PAID
MEDIA
CUSTOMERS/
ADVOCATES
EARNED
OWNED MEDIA
MEDIA
TRADITIONAL
MEDIA
INFLUENCERS
Consumers lives are unpredictable @Britopian

8. Everyone is influential @Britopian

9. Business objectives remain constant @Britopian

10. But why a Media Company?

11. Content: They are content machines with an
1 “always on” mentality.
Relevant: They are relevant to someone at
2 every moment in time.
Recent: They are recent and in many cases,
3 real-time.
Omnipresent: Media companies own search
4 and everything else.
Agile: Media companies move quickly when it
5 comes to content creation/distribution.
#SBS2013 @Britopian

12. 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).
#SBS2013 @Britopian

13. The Stakeholder Ecosystem Value
Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
OPERATIONAL
EXCELLENCE
SOCIAL BRAND
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
#SBS2013 @Britopian

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 @armano created this
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
#SBS2013 @Britopian

15. Enough of the “Why”
Let’s talk about the “How”
#SBS2013 @Britopian

16. 15% 40%
Frequency of distribution
20% 20% 10%
Create The
Customer Brand
Content
Stories or
Pillars
Marketing Customer 3rd Party Real Time
& Events Advocate
Programs
Support Curated Content
Narrative
And Content
Strategy
Brand Pillars/Positioning
+ What are the issues that are
Brand Narrative Inputs
important to the brand?
(political, sustainability)
Media perceptions of the brand
Community perceptions of the
brand
Fan Interests
Historical content performance
Search Behavior
Customer Support Pain Points
#SBS2013 @Britopian

17. Research
Product
Marketing
Segment
Marketing CUSTOMER
SUPPORT
SOCIAL
MEDIA
DIGITAL
MARKETING
Establish of
CONTENT &
Events
EDITORIAL
CENTER OF Employees
A Centralized
ANALYTICS
EXCELLENCE
BREAND &
Editorial
REGIONAL
CREATIVE
Team
EDITORS
DENMAR
K CHINA
UNITED
ITALY KINGDO SINGAPORE
EMEA APAC JAPAN
M
REGION
z REGION
z
AL AL
EDITOR EDITOR
GERMAN FRANC
TAIWAN
Y E AUSTRALIA
#SBS2013 @Britopian

18. STRATEGY & PLANNING
Product Corporate Customer Marketing
Marketing Communications Support Operations
How The
BEST PRACTICE SHARING
Employee Social Technology Content Editorial
Training Policies Deployment Strategy
Team
Integrates
EXECUTION
Paid, Owned General
Campaigns &
and Earned Community
Initiatives
Media Management
Within The
Customer Support
Organization
MEASUREMENT
Community
Campaign Reporting
Management Insights
#SBS2013 @Britopian

19. Assign Roles & Responsibilities
CONTRIBUTORS EDITORS REGIONAL EDITORS
#SBS2013 @Britopian

20. Content Creation, Approval And
Distribution Workflows
Sends to Editor
for Review
Content
Team Contributor Scheduled Performance
Brainstorms Writes Content for Publish Analytics
Content Ideas
In Review/
In Revision
0 1 2 3 4 5 6
In Review/
In Revision Content Approved
Posted to
Social Channel
Content Not
Approved
#SBS2013 @Britopian

21. Build A Real-Time Listening Center
#SBS2013 @Britopian

22. Real-Time Creative Newsroom
THE THE DESK THE CRUNCH THE LOOP
STANDARD
Editorial standards to 10 Minute stand up Monitor and identify Real-time content
determine what the editorial meeting trends optimization
brand is comfortable
Cross Deploy copywriters, Push to paid media, if
talking about
functional/geography community managers applicable
Establish roles & and team and creative
responsibilities collaboration, sharing
#SBS2013 @Britopian

23. 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
#SBS2013 @Britopian

24. Invest In The Right Technology
#SBS2013 @Britopian

25. Social Business Enables The
Transformation From Brand To Media
PLANNING EXECUTION
AND COTENT STRATEGY
Content
Execution And
Delivery of
Team, Planned Content
SOCIAL BRAND
Content Creative
Organization And Converged
And Brand Newsroom
Infrastructure Media Models
Strategy Deployment
Planning Real Time
Command
Center
Operations
ENABLEMENT
Technology Workflow
Adoption & Management
SOCIAL BUSINESS
Social Business Content Audit Workflow
Deployment
Center of Management
Multiple
Excellence 3rd Party
Content Stakeholder
Research Integration With
STRATEGY
Processes & Alignment
Collaboration Paid Media Team
Workflows
Internal
Content,
Roles & Stakeholder Technology
Customer & production &
Responsibilities Management Partnerships
Employee Analytics
Enablement integration
#SBS2013 @Britopian

26. Thank you!
Michael Brito
SVP, Social Business Strategy
Edelman Digital | San Francisco
Michael.Brito@edelman.com
http://thenextmedia.co
#SBS2013 @Britopian