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Michael BritoGroup Director, WCG@Britopian on Twitter415-871-5165
Social Business: The Evolution into a Media Company
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There is a content and media surplus
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Consumers have an attention deficit
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The customer journey is dynamic
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The customer journey is dynamic
Consumers have tunnel vision
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Everyone is influential
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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%
Marketers have different challenges, internally
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Business objectives remain the same
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But why a Media Company?
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This type of evolution requires a radical change in thinking, communications and business operations.
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A social business strategy is a documented plan of action that
helps evolve and transform the thinking 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 evolution to a media company requires a social business strategy
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Social Business Must Business Deliver ValueP
LAT
FO
RM
S
Behavior ChangeCross Silo CollaborationExecutive Support & ParticipationOrganizational ModelsEmployee & Partner Participation
Social Media PoliciesTechnology IntegrationCustomer Support & Crisis WorkflowsMeasurement FrameworkGlobal & Enterprise Expansion
Online MonitoringAnalytics PlatformInternal CollaborationCommunity Platform SelectionSocial CRM / Content Publishing
PR
OC
ES
SP
EO
PLE
EN
AB
LEM
EN
T
SOCIAL BUSINESS FRAMEWORK
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 BUSINESS OUTCOMES
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How to facilitate this evolution…
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CUSTOMERSUPPORT
DIGITALMARKETING
ANALYTICS
SOCIAL MEDIA
ProductMarketing
Research
Employees
Segment Marketing
Events
REGIONAL EDITORS
BRAND &CREATIVE
Centralized Editorial Team
Build a “centralized” editorial team
BUILD A CENTRALIZED TEAM
© Edelman Digital
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Assign roles & responsibilities (channel)
CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS)
FACEBOOK EDITOR
TWITTEREDITOR
TUMBLREDITOR
BLOGEDITOR
BLOGEDITOR
Employee Advocacy Programs
Customer Advocacy Programs
BrandJournalism Initiatives
Influencer Marketing
ASSIGN ROLES & RESPONSIBLITIES
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Assign roles & responsibilities (region)
GLOBALEDITOR
ASSIGN ROLES & RESPONSIBLITIES
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BRAND PILLARS
What are the core tenets of the
brand?
TARGET AUDIENCE
What are the demographics and psychographics if
your target audience?
MAINSTREAMMEDIA
How does the media talk about your brand when
they write stories?
COMMUNITY
In what context does the
community talk about your brand?
CURRENTAUDIENCEAFFINITIES
What other topics and lifestyle
interests are your fans passionate
about?
CONTENT
How is your content performing today? What’s working?
What’s not?
SEARCH
How do consumers search for your brand? Value proposition?
CUSTOMERSUPPORT
What are the biggest customer
support issues today? Tomorrow?
Content Narrative
Define your brand narrative
DEFINE YOUR BRAND NARRATIVE
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Define your tone of voice
Approachable
Fun
Smart
Enthusiastic
We will never sound like a robot or share corporate babble. Going shopping is fun and we should have fun when talking about it. We are clever, witty and make people smile.
We are subject matter experts in all things fashion and shopping. No room for error when it comes to talking about important things in life like looking good.
We must strive to get customers excited and pumped for life events and milestones like bachelor parties, anniversaries, back to school or “girls night out”.
Our brand is fun, easy to talk to; we answer questions even when they may not make complete sense. We are your friend and give good advice when you need it.
DEFINE YOUR BRAND NARRATIVE
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Establish an editorial framework & build content themes
DEFINE YOUR BRAND NARRATIVE
Your brand is the story
Your brand is a character in
the story
Your brand comments on
a story
Master Content Narrative
Product Launch
Events and corporate announce
ments
Highlight customer
stories
Proactive Customer Support
Real-time, trending
and lifestyle
Curated, 3rd party industry content
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Prioritize and map narrative to channels
+
Campaigns Events
Promotions
Customer Stories
Customer Support
Lifestyle Content
Real Time Content
15% 40% 20% 20% 10%
Frequency of distribution
Con
tent
P
illar
s
CONSISTENT STORYLINE ACROSS ALL MEDIA
DEFINE YOUR BRAND NARRATIVE
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© Edelman Digital
ESTABLISH THE CONTENT SUPPLY
CHAIN
Optimize the content supply chainfor planned content
Push to content to paid promotion
no
yes
Approved
Content planning & brainstorming
Contributorsubmits 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
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RESONANTRELEVANT
TIMELY
IDEAL CONTENT
AUDIENCE INTERESTS
BRAND PRIORITIES
CONVERSATION TRENDS
Determine when real-time should be used
© Edelman Digital
BUILD REAL-TIME CAPABILITIES
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Build converged media models (integration of paid, earned & owned)
CONTENT SYNDICATION
(Pushing owned media content into paid media)
EARNED MEDIA AMPLIFICATION
(Pushing earned media into paid/owned media)
SOCIAL MEDIA(Sponsored Posts, Promoted Tweets)
INTEGRATE CONVERGED MEDIA
MODELS
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Thank you
Michael BritoGroup Director, WCG@Britopian on Twitter415-871-5165http://www.slideshare.net/Britopian/brand-as-media-svesm
@Britopian