Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel. With emergence of multiple screens, new social platforms and networks or the fact that many customers, including me, suffer from CADD (Consumer Attention Deficit Disorder); it’s very difficult to get your brand heard, seen or interacted with; and almost impossible to be talked about.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands. In this chapter, I highlight a few brands that have taken content marketing to the next level. Companies like Virgin Mobile, American Express, Marriott, L’Oréal and Vanguard have delivered game changing content marketing strategies that are providing customers with new and improved brand experiences.
And while these brands are “killing it” in the content marketing space, many other brands are going through several challenges. Subject matter experts like Jascha Kaykas-Wolff (Chief Marketing Officer of Mindjet), Sean McGinnis (Marketing GM, SearsPartsDirect.com), Joe Chernov (Vice President of Marketing at Kinvey), Sandra Zoratti (Vice President of Marketing at Ricoh) and Danny Brown (Chief Technology Officer of ArCompany) give their expert opinions about why brands struggle with content.
Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out. I go into great detail about using various technology applications like GaggleAMP, Napkin Labs and Pure Channel Apps that can help you scale your programs and do this effectively.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Michael Brito inspires us to think critically about ourselves, our personal brand, and the legacy we want to leave in this digital age. What to do and not to do when building your personal brand. TedX Sonoma County.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
After intensive research and interviews with countless digital innovators, NewsCred has developed a list of the 50 most influential content marketers. Some are tried and true, others are up and coming. Take a look! http://blog.newscred.com/article/ada52b6393aa8023a64fd9ce194da81f/50-most-influential-content-marketers-on-slideshare
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Michael Brito inspires us to think critically about ourselves, our personal brand, and the legacy we want to leave in this digital age. What to do and not to do when building your personal brand. TedX Sonoma County.
According to new research from Domo and CEO.com, more business leaders than ever before are jumping into social media but they aren’t necessarily taking full advantage of these tools.
Mobile phones and other devices have undoubtedly changed the way we communicate faster than any other societal advance in history. Today, more people own a cell phone than those that own a toothbrush, and nearly 75% of adults reported that they keep their mobile phone within 5 feet of themselves the majority of the time.
This has opened a wide range of opportunities for brands and businesses to converse with their customers, but many are still struggling to craft their messaging in a way that's attractive, engaging and non-invasive to these "untethered consumers.” Content strategists and marketers have their work cut out for them, but there are a few strategies you can use to reframe your perspective and take advantage of time, location and personalization to get and keep eyeballs.
• Apps aren't the only way to message your audience on mobile. You'll learn about 'The 4 Moments' and several ways you can use them to engage consumers at the right time, in the right place.
• Sometimes, getting personal can get creepy. Mistakes are judged particularly harshly in the digital, social and mobile realms; particularly when it comes to compliance with the law! You'll see examples of other's flops so you can avoid similar situations.
• And for some inspiration, you'll see award-winning, engaging mobile marketing campaigns, as well as simple, low-cost (and some free!) mobile marketing tactics you can start using today.
You can stop chasing after people with their noses in their screens and start getting THEM to follow YOU.
Digital Leadership: An interview with Renée GoslineCapgemini
Digital Leadership: An interview with Renée Gosline,Assistant Professor MIT Sloan School of Management to understand the impact of technological shifts on customer experience and how organizations can connect with customers in a digital world.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long...
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Having a mobile marketing strategy is no longer a luxury, but a core piece of any company or organization that wants to become more relevant and remarkable in real time. Making Sense of Mobile: 7 Insider Secrets to the Any Where, Any Time, Any Device Economy provides insights into the expanding mobile marketing landscape and what that means for businesses moving forward.
Digital Marketing Analytics - Book Review by Kendall MatthewsKendall Matthews
Read Kendall Matthews review of Digital Marketing Analytics.
Authors Chuck Hemann and Ken Burbary breakdown consumer data into bite-size chunks and help you create actionable processes that deliver fast results.
To view more great resources, visit http://www.KendallMatthews.com
Conversation Agent presents: Marketing in 2014Valeria Maltoni
At the risk of restating the obvious, marketing has become exponentially more interesting today. The adoption of digital tools, customer mobility, and mainstream use of social technologies require a broader mix of competences to sort out the added complexity.
While this is simple to point out, developing great products and delivering services worth coming back for is not that easy. I asked 7 friends who are both marketers, and technologists, visual thinkers, analysts, and product pros, to share their forecast for Marketing in 2014.
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
Let's be honest, it's a Millennial's world! Learn how to capture more millennial market share and build lasting relationships to keep them loyal to your business and products.
Nightclub and Bar Convention 2017 - Building Loyal Clients In A Millennial's ...Jason Mitchell
Millennials are…? Can you answer this question? If not, you will need to if you want to build loyal customers in a millennial's world. Millennials currently account for one fourth of the entire population and $200 billion in annual spending power. They are self-reliant and socially engaged, are tech driven and utilize multiple communication channels and devices, are savvy and price sensitive when shopping, and seek authenticity in what they purchase. Although they can be challenging to engage and retain as customers, they can be very loyal to a brand once engaged. So how do we engage millennials and build them into loyal customers? This panel will discuss techniques you can use to build millennials into returning guests, over and over again.
A slide that segments the IT audience into smaller sub-groups of engineers, developers, CIO/CTO and security architects. This type of audience analysis is meant for B2B marketing.
This is a presentation that I did for the San Jose State University PRSSA chapter. It was all about student personal branding using social and digital channels.
SJSU
Multi-Segment Audience Intelligence is a data-informed methodology that dissects various online audiences in order to identify unique insights and audience whitespace.
Multi-Channel Media Intelligence is a methodology that dissects all media publications in order to uncover insights and identify market whitespace for public relations and media experts.
A quick audience analysis of those discussing topics related to digital transformation and the evolution of business in 2019.
#digitaltransformation #businesstransformation
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
This presentation was created by my daughter who's a senior in High School. This plan was prepared for her involvement in DECA, which prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. The Giving Keys staff was not involved in the preparation of this plan.
#IntegratedMarketing #thegivingkeys #digitalstrategy #deca
A presentation on audience and social data and how it can create brand relevance. #SMWTO - Social Media Week Toronto 2018.
- Social Media Marketing
- Social Media Strategy
- Brand Relevance
An eBook about B2B Influencer Marketing written by Michael Brito and Kriselle Laran that helps technology companies think strategically about activating influencers to tell the brand story.
Participation Marketing will convince business leaders to think hard about employee advocacy as a business strategy that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee engagement, retention, and increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant brand stories.
Webinar slides from webinar with Crimson Hexagon. Topics covered were social listening, audience intelligence, paid social, influencer marketing and media relations.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
AI for Every Business: Unlocking Your Product's Universal Potential by VP of ...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Live In
1. T H E N E X T M E D I A . C O
1
Understanding The Social
Customer And The
Chaotic World They We
Live In
CHAPTER ONE
By Michael Brito
2. T H E N E X T M E D I A . C O
THE BOOK IN A NUTSHELL …
Team Structure &
Organization!
Planning!
Content Narrative!
& Brand Strategy!
PLANNING
Content Execution
& Delivery of
Planned Content!
Real-Time
Command Center
Operations!
Creative
Newsroom
Deployment!
Converged Media
Models!
SOCIALBRAND"
&CONTENTSTRATEGY
EXECUTION
SOCIALBUSINESS"
STRATEGY
Social Business
Center of
Excellence!
!
Enterprise
Collaboration!
!
Identify Roles &
Responsibilities!
ENABLEMENT
Content Audit!
!
3rd Party
Research!
!
Internal
Stakeholder!
Audits!
!
Enterprise
Collaboration!
Technology
Adoption &
Deployment!
!
Content
Governance
Models!
!
Customer &
Employee
Enablement!
Cross-team
Collaboration!
!
Multiple
Stakeholder
Alignment!
!
Content,
production &
Analytics
Integration!
Workflow
Management!
!
Integration With
Paid Media Team!
!
Technology
Partnerships
(3RD Party
Publishers)!
MEDIA COMPANY
TRANSFORMATION
INFRASTRUCTURE
Employee &
Customer
Advocacy!
Content: Your brand
becomes a content
machine and produces
game changing content
day in and day out.!
!
Relevant: Your brand
produces quality content
that changes customer
behavior. !
!
Recent: Your content is
recent and in many
cases, real-time without
the approval bottlenecks.!
!
Omnipresent: Your
content is everywhere –
search, social, word-or
mouth.!
!
Agile: Your brand
becomes a content
organization and has the
ability to produce
compelling content at a
moments notice. !
3. T H E N E X T M E D I A . C O
There is a content surplus
and attention deficit. What
is your brand doing to
stand out?
In 2012, Google in partnership with market analysts Ipsos and Sterling Brands,
released a study titled, “The New Multi-screen World: Understanding Cross-
Platform Consumer Behavior” which reported that 90% of consumers move
between multiple devices to accomplish a specific task, whether that’s on
smartphones, PCs, tablets or TV. That’s 9 out of 10 people who have more than
one device for content consumption.
The study revealed that while a lot of market attention is being focused on
smartphone usage, this device isn’t used for media consumption as much as
the others - 17 minutes per session, compared to 30 minutes on tablets, 39
minutes on PCs and the 43 minutes watching TV.
However, while smartphones may have the shortest usage times they are the
mostly used as a starting point when consumers begin a specific task. Google
calls it sequential screening or device usage. Simultaneous screening is
multiple device usage at the same time either for an related or unrelated
activity.
More specifically, the study found that 9 out of 10 consumers use multiple
screens sequentially so starting a specific task like searching for a product or
service, booking a flight online or managing personal finances doesn’t just
happen on one device. Actually, 98% of the consumers surveyed move
between devices to finish what they started earlier in the day. With
simultaneous device usage, the study found that TV is no longer front and
center commanding our undivided attention, with 77% watching TV while using
another device to perform random tasks. In many cases consumers use their
smartphones or tablets to search for something they just watched on TV.
Sounds a lot like my daily behavior if you ask me.
What does this mean for your brand?
WE LIVE IN A MULTI-SCREEN
ECONOMY
“
Tweetable Moment
Chap. 1
Understanding The Social Customer And The Chaotic World They We Live In
4. T H E N E X T M E D I A . C O
Chap. 1
Understanding The Social Customer And The Chaotic World They We Live In
With simultaneous device usage, the study found that television is
no longer front and center commanding our undivided attention,
with 77% watching the tube while using another device to perform
random tasks. In many cases consumers use their smartphones or
tablets to search for something they just watched during a television
show or check emails during the commercial. Sounds a lot like my
behavior if you ask me.
So what does this study mean for you and your brand? As you
create content, whether it be videos, photography, Infographics or
simply the development of a website’s user interface, you must take
into consideration the number of devices, screens and operating
systems in the marketplace and optimize for each one. This is a
huge shift even from just a few years ago when you only had to
worry about different screen resolutions on computers.
Additionally, given the dynamic nature of consumers’ device usage, you must also ensure that there is a level of consistency in the
way you tell your brand story. All successful brands have an amazing story to tell. From the brand identity, to the website and blog,
the Facebook page and the content you share on it; each piece of content needs to contribute a chapter to that story. Successful
stories allow customers to connect with you emotionally. Once that connection is made, those customers are more likely to choose
your brand over the one that doesn’t have a story to tell or has one that’s disjointed, confusing, boring or doesn’t align to their
interests.
TOMS and Zappos are two brands that do this extremely well. In TOM’S case, most consumers know
that for every pair of shoes purchased, a pair is donated to a child in need. When they sell a pair of
eyewear, part of the profit is used to save or restore the eyesight for people in third-world countries.
That’s their story and they stick to it everywhere they have presence online. Customers feel good
when they purchase a pair of TOMS shoes and they tell others about it too.
The Zappos story is all about the culture of customer service and delivering happiness to each of
their 24+ million customers. It’s not only a great story but it’s very simple to communicate to others
and Zappos does that extremely well. It’s also true. If you ever have an issue with a Zappos product
and tweet about it, an army of Zappos employees will respond to you and ask how they can help.
5. T H E N E X T M E D I A . C O
Consumers want relevance. I want relevance and you want
relevance. We are inundated daily with content and media that
we just don’t care about and it’s the sole reason why we create
relevance filters. It’s the only we can pay attention to anything.
Several years ago when I was planning to refinance my home,
I remember driving down the freeway and seeing billboard
after billboard after billboard of financial institutions advertising
their interest rates. I heard radio advertisements, read status
updates, overheard conversations in the office and even
noticed display ads from Quicken Loans all over the web. You
may have experienced something similar when you were in the
market to buy a new car or digital camera and noticed all the
relevant advertisements that commanded your attention. The
funny thing is, the very minute after I refinanced my home;
each and every one of those brand messages went away. But
the reality is that they didn’t really go away. They just weren’t
relevant to me anymore. My filters went back up and I moved
on to what was relevant to me next.
Relevance is understanding
what your customers are
interested in and deciding
what you want to say that
adds value to that interest.
“
”
Relevance is understanding what your customers are
interested in and deciding what you want to say that adds
value to that interest and conversation.
The difficulty with this is creating a content strategy that
considers what’s important to your customers and at the same
time, stays true to your brand promise. In other words, if you
work for a manufacturing company, I don’t foresee cereal or
jewelry being a part of your content strategy unless of course
you are a cereal or jewelry manufacturer. What you will have to
do is create a set of editorial guidelines that will determine how
flexible you want to be with your content based on what your
brand is comfortable talking about and what it’s not
comfortable talking about. I will get into this in great detail later
in the book.
However, it’s not that difficult identifying what is relevant to your
customers or what interests them when they are not talking with
you directly. You probably already have a demographic profile
that gives you the basics so that’s a start. And I am sure you
have done some research using focus groups or surveys. And
Facebook Insights does give additional information about your
communities' basic interest graph, but there is so much more.
The challenge you will have is capturing the attention of your
customers with highly relevant, game-changing content. This is
no easy task. The fact that there is a content and media surplus
coupled with an attention deficit, your brand must create the
right story and tell it at the right time, in the right channel and to
the right customer.
THERE IS AN ATTENTION
DEFICIT
Chap. 1
Understanding The Social Customer And The Chaotic World They We Live In
6. T H E N E X T M E D I A . C O
How many times have you posted a status update about a negative
experience that you had with a particular brand? Perhaps it was a
situation with your cable company, a restaurant or maybe an airline.
Or better yet, how many times have you read a Facebook status
update from a trusted friend in your community about their negative
experience with a brand? Did they influence you to not use that
product or service or do you just ignore it? I see these
conversations daily on Facebook and Twitter. If someone isn't’
ranting about a certain brand they hate, they are enthusiastically
praising the brands they love. So in this case, you either influence
others or are influenced by others. I have been on both sides of the
field and proud to say that I trust the recommendations of people in
my community and hope they trust me.
Influence a hot topic these days especially with the emergence of
influencer scoring systems like Klout, Kred, Peer Index and Flow
140, (an Edelman product). Andrew Grill, CEO of influencer platform
Kred says that influencers don't necessarily have to be celebrities,
they can be anyone that has a respected opinion about any topic in
a community and people look up to, and trust.
This couldn't’ be more true. And, the reality is that all of your
customers are influential regardless of how many friends, fans or
followers they have. No, they probably don’t obsess over their Klout
score or have meltdowns when their score goes down, but they are
definitely influencing others to buy your products and in some cases
to not buy your products. And, they are doing this through organic
and everyday conversations both online and offline.
of consumers go online and do
additional research about a
product or service after getting a
recommendation about it.
85%
EVERY CUSTOMER IS
INFLUENTIAL
Chap. 1
Understanding The Social Customer And The Chaotic World They We Live In
7. T H E N E X T M E D I A . C O
Chap. 1
Understanding The Social Customer And The Chaotic World They We Live In
Earlier in this chapter, I talked about the need for you to create relevant content in order for reach consumers with CADD (Customer Attention
Deficit Disorder). The challenge with this is that what might be relevant today may not necessarily be relevant tomorrow. And to complicate it a
little further, what might be relevant an hour ago may not be relevant right now. Attention is finite and you don’t have a lot of time to get your
message in front of the masses. Social Flow addresses this issue head on.
@britopian
FEATURED VENDOR
8. T H E N E X T M E D I A . C O
TABLE OF CONTENTS
Chapter 1:
Understanding The Social Customer And The Chaotic World They We Live In
• We Live In A Multi-Screen Economy
• CADD (Content Attention Deficit Order) is Among Us
• Relevance Is the Key To Content Consumption
• The Customer Journey Is Dynamic And They Are Unpredictable
• Customers Are Influential
• Business Objectives Stay The Same Despite The Changes Externally
• Vendor Spotlight - Social Flow
Chapter 2: "
Defining Social Business Strategy & Planning
• The Social Media “Bright & Shiny” Object
• Social Media Has Caused Internal Business Challenges
• The Three Pillars of Social Business - People, Process Platforms
• The Social Business Value Creation Model
• The Differences Between A Social Brand And A Social Business
• Vendor Spotlight - Sprinklr
Section 1: Understanding The External & Internal Landscape
9. T H E N E X T M E D I A . C O
TABLE OF CONTENTS
Chapter 3: "
Establishing A Social Business Center Of Excellence
• A Lesson From Tesla Motors
• The Establishment Of A Social Business Center of Excellence (CoE)
• The Responsibilities of a Center Of Excellence
• Considerations For Building A Social Business Center of Excellence
• The Organizational DNA And Team Dynamics
• How The Center of Excellence Integrates Within Your Organization
• Vendor Spotlight - Jive
Chapter 4:
Using Employees, Customers And Partners To Feed
The Content Engine
• How To Scale And Plan An Enterprise Advocacy Program
• GaggleAMP Helps Scale Employee Advocacy
• Napkin Labs Helps Scale Customer Advocacy
• Pure Channel Apps And The Channel Partner Content Opportunity
• Vendor Spotlight - Expion
Chapter 5: "
Building Your Social Business Command Center
• The Strategic Importance Of A Social Business Command Center
• Social Business Command Centers In Action
• The New Form of Command Center Operations: Real-time Marketing
• How To Build A Social Business Command Center
• The Social Business Command Center Framework
• Vendor(s) Spotlight: Hootsuite, Tracx, Mutual Mind, PeopleBrowsr, Tickr,
Social Flow
Chapter 6:"
Understanding The Challenges Of Content Marketing
• Examples of Brands Taking Content Marketing To The Next Level
• Content Marketing Challenges: What Do The Experts Say?
• Content Marketing Challenges From The Data
• Moving Past The Content Marketing Buzzword
• Vendor Spotlight - Kapost
Section 2: Setting The Stage For Social Business Transformation
10. T H E N E X T M E D I A . C O
TABLE OF CONTENTS
Chapter 7: "
Defining Your Story & Content Narrative
• The Inputs Needed To Build Your Content Narrative
• The Outputs Should Equal Your “Hero” Content Narrative
• Simplifying Your Content Narrative
• Vendor Spotlight - Compendium
Chapter 8: "
Building Your Content Channel Strategy
• Finding And Preventing Gaps With Your Social Media Channel Strategy
• Mapping Your Content Narrative To Social Channels
• Building Your Content Tiers By Channel
• Using One Channel For One Purpose
• Diversifying Your Content Types Per Channel
• Best Practices For Writing Blog Content - It All Starts With The Title
• The Importance of Visual Storytelling
• Vendor Spotlight – Contently
Chapter 9:
The Role of Converged Media in Your Content Strategy
• Defining Converged Media
• Why Converged Media Is Important To Your Content Strategy
• Converged Media Modeling
• The Promise of Real-time Marketing
• Real-time Marketing Is More Than Just Being Real-time
• Edelman’s Creative Newsroom
• Creative Newsroom 5-Step Activation
• Creative Newsroom Models
• Vendor Spotlight - Newscred
Chapter 10: "
How Content Governance Will Facilitate Media
Company Transformation
• Defining Content Governance
• Building An Internal Collaboration Model
• Proactive Content Workflows (Planned & Unplanned Content)
• Reactive Escalation Workflows & Risk Assessment
• Managing New ‘Brand’ Account Creation
• Managing The Security of Social Media Passwords
• Vendor Spotlight - Spredfast
Chapter 11:
Structuring Your Teams to Become a Content Driven
Organization
• The Quick Lesson In Change Management
• Tearing Down The Organizational Silos
• Identifying Roles & Responsibilities
• Structuring Your Content Organization By Channel
• Structuring Your Content Organization By Brand/Product
• Structuring Your Content Organization By Region
• Structuring For Converged Media & Real-time Marketing
• Vendor Spotlight - Skyword
Section 3: Developing Your Content Strategy
11. T H E N E X T M E D I A . C O
VENDORS
Vendor Platforms Discussed In This Book
12. T H E N E X T M E D I A . C O
BRANDS
Brands Discussed In This Book
13. T H E N E X T M E D I A . C O
THE AUTHOR
Michael Brito is a Senior Vice President of Social
Business Strategy at Edelman Digital. He provides
strategic counsel to several of Edelman’s top
accounts and is responsible for delivering content
and social strategy, community management
operations and helping his clients scale their social
programs globally. Previously, Michael worked for
major brands in Silicon Valley to include Hewlett
Packard, Yahoo! and Intel Corporation working in
various marketing, social media and community
management roles.
He is a frequent speaker at industry conferences as
well as a guest lecturer at various universities
including UC Berkeley, the University of San
Francisco, Stanford University, Syracuse University,
Golden Gate University and Saint Mary’s College of
California. He is also an Adjunct Professor at San
Jose State University and UC Berkeley teaching
social business and strategic social media.
Michael has a Bachelor of Arts in Business from
Saint Mary’s College of California and a Master of
Science, Integrated Marketing Communications from
Golden Gate University. He proudly served eight
years in the United States Marine Corps. Michael’s
previous book, Smart Business, Social Business: A
Playbook for Social Media in Your Organizations,
was released in July 2011 and is available in
bookstores and Amazon.
Michael Brito"
SVP, Social Strategy
Edelman Digital
@Britopian
Now available for pre-order!
14. T H E N E X T M E D I A . C O
EARLY REVIEWS
Jascha Kaykas-Wolff, "
CMO, Mindjet
@kaykas
There’s a difference between being a thought-leader and a do-
leader. Thought leaders can tell you what you should be doing,
but often have no practical, real-world experience translating
thought into action. Do-leaders, on the other hand, are seasoned
professionals who base their advice on what they’ve
accomplished and failed at -- a huge value add for any
organization. Michael Brito, Senior Vice President of Social
Business Strategy at Edelman Digital, is the epitome of a do-
leader.
In his book, Your Brand: The Next Media Company, he concisely
breaks down one of the biggest challenges brands face today:
developing, and more importantly living, their content strategy. By
deftly tying team roles and responsibilities to the management of
converged media programs, he takes a three-dimensional view of
content strategy that’s usually missed out on by leaders who push
for ideals over ideas. And unlike some tell-all handbooks with little
to offer besides tired to-do lists and recycled suggestions, he
does it through intelligently-structured narrative that’s peppered
with applicable, pragmatic advice. Your Brand belongs on the
bookshelf of every CMO.
15. T H E N E X T M E D I A . C O
EARLY REVIEWS
A must read if you are serious about
using social business strategy to
transform your brand into a media
company!
Mei Lee "
Vice President, "
Digital Marketing"
Conde Nast
Michael Brito brilliantly dissects how to
achieve social media success through
techniques of the Mad Men era manipulated
in to the age of Twitter and Facebook.
Discover your audience and the power of
virtual brand ambassadors, while learning
how to successfully manage your online
presence and maximize your exposure with
quality content.
Kinsey Schofield
TV Personality, Journalist"
@KinseySchofield
Brito has written a practical and thoroughly
engaging book for brands looking to
effectively launch a sustainable social
business strategy. Whether early in the
process or evolving your current approach,
Brito's holistic view provides actionable
insights to help you navigate both the
internal and external challenges we all face.
I recommend this book to anyone who wants
their brand to remain relevant in a world
where meaningful and authentic connections
with social customers are now tables stakes!
Amy Kavanaugh "
Vice President "
Public Affairs"
Taco Bell / YUM Brands
In the social world, content rules. Michael's
book makes the case that in order for brands to
thrive in this brave new world, brands must
become content creators
Pete Cashmore
CEO, Mashable
@Mashable
16. T H E N E X T M E D I A . C O
Social media is causing a fundamental shift in
the structure of business - both internally and
externally. At this tumultuous time, Your Brand:
The Next Media Company provides a clear
road map to guide your organization through
the decisions you need to make NOW to
ensure you stay relevant and evolve into a
media company.
EARLY REVIEWS
This is a great read for anyone who wants to
understand and learn how to overcome the
challenges of content marketing. And isn’t
that all of us today?
Elisa Steele, "
CMO Skype Division"
Microsoft
@elisasteele
An incredibly accurate assessment of the
social customer and the challenges we face
today in garnering their attention. Brito
captures the very essence of what it takes for
brands to cultivate awareness and loyalty in
today's saturated content marketplace. Packed
with first-hand knowledge from tenured
marketing and agency executives, this text is a
must-read for anyone invested in tackling the
content marketing space and making a true
impact on the industry and, most importantly,
the consumer.
Shafqat Islam
CEO NewsCred
@shafqatislam
Joshua March"
CEO, ConverSocial"
@joshuamarch
Every company is a media company, no
matter your business model. I’ve been
preaching this for over 7 years, and Michael
Brito offers one of the most lucid and useful
resources on the topic yet. Buy this book,
you won’t regret it.
Brian Clark"
CEO Copyblogger Media
@Copyblogger
17. T H E N E X T M E D I A . C O
Content Marketing is no longer just a concept,
it’s a way of business. Whether you are small
business, nonprofit or a large corporation you
need to read this book to learn the why and the
how to setup your organization to become a
media company. Michael Brito’s experience
and his collection of experts are second to
none and provide expansive and details
approaches that are applicable to everyone.
EARLY REVIEWS
The future of digital media is alive and
well and it's you. In Your Brand: The
Next Media Company, Michael Brito
provides a clear roadmap for
transforming your business into a more
relevant, social and meaningful media
company. He has followed up a fantastic
book on social business with a roadmap
for transforming your company into an
agile, ubiquitous and relevant content
machine; and he covers all bases from
social business to content marketing to
structuring your organization for
success.
Lee Odden, "
Author of Optimize"
CEO TopRank
@LeeOdden
Adam Hirsch
Senior Vice President
Edelman Digital"
Prior COO of Mashable
@AdamHirsch
In Your Brand: The Next Media Company,
Michael Brito puts the content marketing
conversation into a necessary, needed
context. He explains how some fundamental
shifts in the way consumers make
purchasing decisions changes everything
for brands, and why the smartest brands
should listen up!
Ann Handley
Chief Content Officer,
MarketingProfs
@MarketingProfs
Yes, we are all media companies now...but
so many brands don't know how to make
this important transition. Take this book, read
it and put it under your pillow. This book will
transform your marketing from "also ran" to
dominating your informational niche. Now is
the time!
Joe Pulizzi"
Founder, Content Marketing Institute "
Author, Epic Content Marketing
@juntajoe