Presented by Michael Brito, Senior Vice President of Social Business Planning at Edelman Digital, during Content Marketing Bootcamp

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

2. 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!

3. 4 Key trends shaping today’s landscape….!

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

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

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

7. Everyone Has Influence! @Britopian!

8. Business Objectives Remain Constant! @Britopian!

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

10. … And Chaos Gives Birth! @Britopian!

11. 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OUTDATED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!

12. Social Business Strategy 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!

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

15. 6 Steps To Transform Your Brand Into A
Media Company"
@Britopian!

16. Establish of A Centralized Editorial Team "
INFORMATION
TECHNOLOGY
INFORMATION TECHNOLOGY:
Technology deployment and integration
DIGITAL MARKETING:
Campaign reporting & measurement
SOCIAL
DIGITAL
CUSTOMER SUPPORT: MEDIA
MARKETING
Solving real-time customer service issues
EDITORIAL
ANALYTICS: TEAM
Content performance, operations
SOCIAL MEDIA:
Community management and advocate
identification
ANALYTICS CUSTOMER
SUPPORT
@Britopian!

17. 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
" Media"
PR and Content Plan"
Corporate " Best Practice
Communications" Sharing"
Customer
Support"
STRATEGY PLANNING" EXECUTION" MEASUREMENT"
Social Media Center of Excellence!
@Britopian!

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

19. Build A Real Time Listening Center"
@Britopian!

20. Assign Roles & Responsibilities"
CONTRIBUTORS! EDITORS! REGIONAL EDITORS!
@Britopian!

21. 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!

22. 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 Exper<se
NO YES
Product
Can
CM
Engage
with
Assess
help?
Privately
product?
YES
Par<cipant
upset?
Monitor
Conversa<ons
!!
Complaint
!!
Is
Company
Is
topic
Posi<ve
Proceed
engagement
Proceed
sensi<ve?
outcome?
NO posi<ve?
YES YES
Community YES NO NO
Legi<mate?
Engage
?!
Other
issues
!?
Assess
Proceed
Privately
YES
NO
Engage
Do
not
engage
Re-­‐direct
Privately
(optional, but recommended)
LISTEN
ASSESS
ENGAGE
REPEAT
@Britopian!

23. Invest In The Right Technology"
@Britopian!

24. Thank you!"
Michael Brito"
SVP, Social Business Strategy!
Edelman Digital!
Michael.Brito@edelman.com!
!
---------------------------------
!
Your Brand: The Next Media Company!
How Social Business Strategy Enables Better Content, Smarter Marketing!
And More Effective Customer Relationships!
!
More Info: http://thenextmedia.co"
!
@Britopian!

25. Content Marketing
Bootcamp
February 21, 2013
San Francisco, California
hosted by