In this session, attendees will learn how to leverage the fundamentals of social business adoption – people, process and platforms — to create better content, scalable communities, smarter marketing and more effective customer relationships.

1. Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165
Why Social Business Adoption
is Good For Marketing Strategy

2. A social business strategy is designed to transform the actions of an
organization bridging internal and external social initiatives resulting in
collaborative connections, a more social organization and shared value
for all stakeholders (customers, partners, and employees).
“ ”
The evolving definition of social business
strategy
@Britopian

3. How social business strategy delivers value to
all stakeholders
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Social Business
OPERATIONAL
EXCELLENCE
INTERNAL
(employees, partners)
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
4
3
EXTERNAL
(customers, partners, media)
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
HELPFUL CONTENT
SOCIALBRAND
1
2
© Edelman Digital

4. Social Media Policies
Technology Integration
Customer Support & Crisis Workflows
Measurement Framework
Global & Enterprise Expansion
Deeper customer engagement
More effective and relevant content
Smarter marketing that align to business
goals
Integrated and converged media
Integrated community strategy
Effective content operations and governance
POSITIVE MARKETING OUTCOMES
ENABLEMENT
Delivering value to customers, content and
marketing
PLATFORMS
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM / Content Publishing
PROCESSPEOPLE
Social Media Policies
Technology Integration
Customer Support & Crisis Workflows
Measurement Framework
Global & Enterprise Expansion
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5. Let’s take a look at the digital landscape

6. There is a content and media surplus
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7. Consumers have an attention deficit
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8. The customer journey is dynamic
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9. The customer journey
is dynamic
Consumers have tunnel vision
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10. @Britopian
of marketers say that their
biggest challenge with content
is "creating original content"
and that they don't have
enough time to do it
78%
of marketers do not have a
documented content
strategy.
44%
2013 CONTENT MARKETING
BENCHMARKS, CONTENT MARKETING INSTITUTE
% of respondents
Producing Enough Content 64%
Producing Content That Engages 52%
Producing a Variety of Content 45%
Lack of Budget 39%
Inability to Measure Content 33%
Lack of Knowledge, Training 26%
Lack of Integration 25%
Lack of Buy-in, Vision 22%
Finding Trained Content Marketers 14%
Marketing organizations have internal challenges too

11. @Britopian
Business objectives remain the same

12. Building an operational model for
content marketing

13. Content as a Service (CaaS) Framework
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Social Narrative
Development
Social Channel
Strategy
Content
Performance &
Analysis
Participatory
Storytelling
Social Business Framework
Develop a story that breaks
through the clutter, is relevant
to a specific audience and
delivers brand value.
Deliver a robust, global social
media channel strategy based
on audience segmentation
and native platform
capabilities and functionality.
Empower, train and mobilize
brand advocates
(employees/customers) to
participate and tell the brand
story.
Build an analytics
infrastructure that tracks
content through the lifecycle
and informs future content
creation.
Craft an operational framework that facilitates the evolution into a content organization.
Helping brands become publishers.

14. This type of
evolution requires
a radical change
in thinking,
communications and
business operations.
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15. How to facilitate this evolution…

16. BUILD A
CENTRALIZED TEAM
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Responsibility
Roles
Content/Communit
y Manager
CONTENT
(PR/Social/Digital)
ADVERTISING
MEDIA
BRAND AGENCY PARTNERS
Leads digital, social
and content
capability; Resources
and Standards Supply
Leads community
outreach, contributes
to brand strategy,
analytics and content
publishing
Develops brand
narrative, leads,
content strategy and
development
Develops brand
narrative for large
scale creative
production
Leads media planning
and buying
Build digital, social
and content and
capabilities and
innovation
(technology,
workflows, etc.);
Support resourcing
and standardization
Content strategy,
creative and media
inputs
Community& brand
engagement
Converged media
buying and direction
Creative content
direction
Content creation and
production
Content publishing
Converged media
planning
Consumer insights
research
Brand creative
direction
Large scale content
production (TV,
advertising, etc.)
Media strategy
Media buying
Media partnerships
Build a “newsroom” organization

17. BUILD A
CENTRALIZED TEAM
@Britopian
Established a “central” editorial team
COE B
C
A
M
B
C
A
M
B Brand, Business Unit, Region
M Media Agency
Creative / Ad Agency
C Content / PR Agency
A
Develop Content Strategy
Scale Content Globally
Source Technology Vendors
Content Governance

18. CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS)
FACEBOOK
EDITOR
TWITTER
EDITOR
TUMBLR
EDITOR
BLOG
EDITOR
BLOG
EDITOR
Employee
Advocacy
Programs
Customer
Advocacy
Programs
Brand
Journalism
Initiatives
Influencer
Marketing
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Operationalize customer & brand advocacy programs

19. @Britopian
Ensure global alignment with regional teams
GLOBAL
EDITOR

20. @Britopian
Optimize the content supply chain for planned and
real-time content
Push to content
to paid
promotion
no
yes
Approved
Content
planning &
brainstorming
Contributor
submits
content
Post-ready &
submitted via
CMS
Editor
schedules
post/tweet
Submission
emailed to
Editors
Sent back to
Contributor for
revision or
rejection
Contributor may choose to
revise & re-submit
no
yes
Approved
Approval
request emailed
to Brand &
Legal
24 hrs.
Rejections sent
back to Editor
*Legal response
required. Brand
response not
required
Post or Tweet
automatically
published @
scheduled time
CONTENT BEST PRACTICES

21. @Britopian
Build real-time capabilities
Audience Segmentation
Targeted Listening
Creative Production
Agile Content
Brand Alignment Audience Passion
Relevant to current
brand positioning
Based on targeted
segmentation
Agile
Content
Trending Conversation
Based on “what trending” within core
customer segmentation

22. @Britopian
Invest in the right technology

23. Thank you
Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165
@Britopian