#GoToExplore presentation on transforming your brand to a media compan

2. Content
@Britopian

3. TRANSORMING YOUR
BRAND
TO A
MEDIA
COMPANY
Michael Brito
SVP, Social Business
@Britopian
@Britopian

4. 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

5. 4 Key trends shaping today’s landscape….

6. W
We Live In A Multi-Screen Economy @Britopian

7. PAID
MEDIA
CUSTOMERS/
ADVOCATES
EARNED
OWNED MEDIA
MEDIA
TRADITIONAL
MEDIA
INFLUENCERS
The Customer Journey Is Dynamic @Britopian

8. TAHRIR SQUARE, CAIRO
JANUARY 25TH 9 AM
TAHRIR SQUARE, CAIRO
JANUARY 24TH 9 AM
Communication is Real-time! @Britopian

9. Everyone Has Influence @Britopian

10. Business Objectives Remain Constant @Britopian

11. • Rise of the social media
expert
• Social media certifications
• Influencers playing Monday
morning quarterback
The Bright & Shiny Object @Britopian

12. … And Chaos Gives Birth @Britopian

13. 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 Practices
OUTDATED TECHNOLOGY
Crisis communications models Selection and adoption within the org
@Britopian

14. Social Business Planning 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

15. 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
@Britopian

16. 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

17. 6 Steps To Transform Your Brand Into A
Media Company
@Britopian

18. Establish of A Centralized Editorial Team
– Center Of Excellence
EVALUATE ESTABLISH OPERATIONALIZE
THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN PLAN ENGAGE
• Conversation and • Identify the right
sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events
• Surveys, polls and and employees social CRM software training and campaigns
stakeholder • • Manage internal
Establish roles & • Establish a social media • Process and collaboration
interviews
responsibilities listening center design collaboration and
• Data mining from communication projects
internal communities • Achieve buy-in from • Determine internal & • Crisis coms and
• Intelligence gathering senior leadership external topics customers support • Expand teams and
• Internal Audits • Establish a escalation tree channels globally
measurement
framework
* Examples of Organizational Structures
Decentralized Centralized Hub and Spoke Multiple Holistic
@Britopian

19. 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
Content Plan Media
PR and
Corporate Best Practice
Communications Sharing
Customer
Support
STRATEGY PLANNING EXECUTION MEASUREMENT
Social Media Center of Excellence
@Britopian

20. Create The Brand Narrative And Content
Strategy
INTERNAL (BRAND POSITIONING EXTERNAL THE STORY
& GUIDELINES) INSIGHTS (HERO CONTENT)
MESSAGE
Product
BRAND
3rd Party Research
Benefit 1
Community & Media
Perceptions Consistent, authentic and
helpful content at EVERY
MESSAGE
BRAND
Product customer touch point
(Campaigns,
Benefit 2 Conversations,
Content Audit & Community Management)
Analytics
MESSAGE
Product
BRAND
Search Behavior
Benefit 3
@Britopian

21. Build A Real Time Command Center
@Britopian

22. Assign Roles & Responsibilities
CONTRIBUTORS EDITORS REGIONAL EDITORS
@Britopian

23. Content Creation, Approval And
Distribution Workflows
AUTOMATED
Sends to Editor
for Review
Content
Team Contributor Scheduled Analytics
Brainstorms Writes for Publish
Content 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

24. 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 NO
Community NO
Managers Expertise NO YES
Can CM Engage
Product with Assess
help? Privately
product? YES
Participant upset?
Monitor
Conversations !! Complaint !!
Is
Is topic Positive
Company Proceed engagement Proceed
sensitive? outcome?
NO positive? YES YES
Community YES NO NO
Legitimate? Engage
?! Other issues !? Assess Proceed
Privately
YES
NO
Engage
Do not engage Re-direct (optional, but recommended)
Privately
LISTEN ASSESS ENGAGE REPEAT
@Britopian

25. Creating Approval Workflows For New
Account Creation
Be sure to
Yes connect with
them.
Reach out to the
Do you know the Social Business
No
account contact? Center of
Yes Excellence
Yes See #2.
1. Have you
notified your
manager about
this? Be sure to discuss
Is there a pre- No
with your manager
existing brand Looks like you
Yes
account you can may need to
Is there a true partner with? No create an
need from the account, but two Create an account
community to considerations. and not social
Yes Yes
create a social media team.. Share
media 2. Do you have PW with manager
Have you channel? Hold off until resources to
reviewed the there is sustain the
Social Media No account long
community Click here to
Guidelines? demand I’m term?
connect with the Discuss needs with
Review Social Not No
Sure Social Business manager
No Media COE to discuss.
Guidelines
@Britopian

26. Invest In The Right Technology
@Britopian

27. Recap
1. Establish A Centralized Team
2. Create The Brand Narrative
3. Build A Command Center
4. Assign Roles & Responsibilities
5. Create Processes & Workflows
6. Invest In The Right Technology
@Britopian

28. Thank you!
Questions?
Email: Michael.Brito@edelman.com
@Britopian