transforming your brand to a media company - marketingprofs
Post on 17-Oct-2014
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Michael BritoSenior Vice President
Social Business Strategy@Britopian
Transforming Your Brandto a Media Company
4 Truths Shaping Today’s Digital Ecosystem
W
There is a content surplus @Britopian
There is an attention deficit @Britopian
PAID MEDIA
OWNEDMEDIA
EARNEDMEDIA
CUSTOMERS/ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Consumers lives are unpredictable @Britopian
Everyone is influential @Britopian
Business objectives remain constant @Britopian
But why a Media Company?
Content: They are content machines with an “always on” mentality.
Relevant: They are relevant to someone at every moment in time.
Recent: They are recent and in many cases, real-time.
Omnipresent: Media companies own search and everything else.
Agile: Media companies move quickly when it comes to content creation/distribution.
1
2
3
4
5
@Britopian#MPWorld
A social business strategy helps evolve the thinking and preparedness of an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees).“ ”
Social Business Strategy Is Required To Facilitate This Transformation
@Britopian#MPWorld
The 3 Pillars Of Social Business Transformation
PLATFORMS
PROCESS
PEOPLEBehavior Change
Cross Silo CollaborationExecutive Support & Participation
Organizational ModelsEmployee & Partner Participation
Social Media PoliciesTechnology integration
Customer Support & Sales WorkflowsMeasurement Framework & Rollout
Global & Enterprise Expansion
Online MonitoringAnalytics Platform
Internal CollaborationCommunity Platform Selection
Social CRM
@Britopian#MPWorld
Social Business Must Business Deliver Value
PLAT
FORM
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
PROC
ESS
PEOP
LE
ENAB
LEM
ENT
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
@Britopian#MPWorld
The Stakeholder Value Creation Model
OPE
RATI
ON
ALEX
CELL
ENCEINTERNAL
(employees, partners)EXTERNAL
(customers, partners, media)THE SOCIAL BUSINESS
SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK
COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION
COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT
PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY
SOCI
AL B
RAN
D
1
2
4
3
@Britopian#MPWorld
Understanding The Social Brand VersusSocial Business
Community Management
MarketingCustomer ServiceCommunications
EventsCampaignsAdvocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS(Internal
)RESULTS
TrainingProcess
CollaborationOrganization Models
Research & Development
Policies & GuidelinesKnowledge Sharing
Culture
Programs
Infrastructure
@Britopian#MPWorld
Enough of the “Why” Let’s talk about the “How”
@Britopian#MPWorld
Establish of A Centralized Editorial Team
CUSTOMERSUPPORT
DIGITALMARKETING
ANALYTICS
SOCIAL MEDIA
ProductMarketing
Research
Employees
Segment Marketing
Events
REGIONAL EDITORS
BRAND &CREATIVE
z
CHINA
JAPAN
AUSTRALIATAIWA
N
SINGAPORE APACREGION
AL EDITOR
zEMEA
REGIONAL
EDITOR
DENMARK
UNITEDKINGDO
M
FRANCE
GERMANY
ITALY
CENTER OF EXCELLENCE
Responsible for:• Social Strategy• Content Governance• Employee Training• Social Integration• Technology Integration • Change Management
@Britopian#MPWorld
How The Team IntegratesWithin The Organization
Product Marketing
Corporate Communications
Customer Support
Marketing Operations
Campaigns & Initiatives
General Community Managemen
t
Paid, Owned and Earned
Media
Customer Support
EmployeeTraining
Social Policies
TechnologyDeployment
ContentStrategy
Community Management
InsightsCampaign Reporting
STRA
TEGY
& P
LANN
ING
EXEC
UTIO
NM
EASU
REM
ENT
BEST PRACTICE SHARING
@Britopian#MPWorld
CONTENT CONTRIBUTORS
FACEBOOK EDITOR
TWITTEREDITOR
TUMBLREDITOR
BLOGEDITOR
BLOGEDITOR
Assign Roles & Responsibilities (Channel)
@Britopian#MPWorld
Assign Roles & Responsibilities (Regional)
GLOBALEDITOR
@Britopian#MPWorld
Define theStory and Content Narrative
BRAND PILLARSWhat are the core tenets of
the brand?THE CORE ISSUES
What are the non-business
issues that are important to your
brand
THE MEDIAHow does the
media talk about your brand when
they write stories?
THE COMMUNITYHow does the community talk
about your brand when they are just talking?
FAN INTERESTSWhat are your
fans talking about when not
about your brand?
CONTENTHow is your
content performing today? What’s working?
What’s not?
SEARCHHow do
consumers search for your brand?
Value proposition?
SUPPORTWhat are the
biggest customer
support issues today?
Tomorrow?
Content Narrative
@Britopian#MPWorld
Content & Platform Strategy
+
Campaigns Events
Promotions
Customer Stories
Customer Support
3rd Party Curated
Industry
Real Time Content
15% 40% 20% 20% 10%
Frequency of distribution
Con
tent
P
illar
s
Content Pillars
@Britopian#MPWorld
Content & Platform Strategy
Tier 1Campaigns,
events, product
launches
Tier 23rd party curated content about the brand, industry related
content, customer stories
Tier 3General community management, proactive/reactive content, fun and creative content
REAL TIME CONTENT
Content Tiers
@Britopian#MPWorld
Content Creation, Approval And Distribution Workflows: Pre-planned
no
yesApproved
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
yesApproved
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
@Britopian#MPWorld
Content Creation, Approval And Distribution Workflows: Real-time
Monitoring team identifies real-time opportunity
Post-ready & submitted via CMS
Creative Newsroom drafts content
no
yesApproved
Approval request emailed to Editors, Brand & Legal
1 hr.
Rejections sent back to CNR
*Legal & Editorial response required. Brand response not required.
Post or Tweet automatically published @ scheduled time
Request submitted to Creative Newsroom
@Britopian#MPWorld
Customer Support & Crisis Communication Models
CommunityManagers
Community
NO
NOYES NO
YES
YES
YES
NO
NO YES
MonitorConversations
Assess
Re-direct EngagePrivately
Re-directEngage
Privately
Proceed
Engagein public?
Legitimate?
Expertisewith
product?
Is topicsensitive?
ProceedIs
engagementpositive?
Assess Proceed Conversefurther?
Assess Can CMhelp?
Complaint
?! Other issues !?
Compliment
Product
Company
Do not engage
@Britopian#MPWorld
Building A Real-time Listening Center
@Britopian#MPWorld
Real-Time Creative Newsroom
@Britopian#MPWorld
The Integration of paid, earned and owned media.
Converged Media Modeling
Content Created By Community
Manager
Distribute Content When
Your Community Is
Active
Content PerformanceIndicators & Engagement
Push To Sponsored If Aligned To
Business Goals
Analytics & Insights Affect Future Content
Created
@Britopian#MPWorld
Invest In The Right Technology
@Britopian#MPWorld
Holistic View
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
SOCI
AL B
RAND
& CO
NTEN
T ST
RATE
GY
EXECUTION
SOCI
AL B
USIN
ESS
STRA
TEGY
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)
COMPANYTRANSFORMATION
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.
@Britopian#MPWorld
Thank you!
Michael BritoSVP, Social Business Strategy
Edelman Digital | San [email protected]
thenextmedia.co
@Britopian#MPWorld