transforming your brand to a media company
Post on 17-Oct-2014
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Presented by Michael Brito, Senior Vice President of Social Business Planning at Edelman Digital, during Content Marketing BootcampTRANSCRIPT
BRAND MEDIA COMPANY
Michael Brito!SVP, Social Business Strategy!@Britopian!
TRANSORMING YOUR !
@Britopian!
TO A!
Who Is The Social Customer And Why Are They Important?"
Did you hear about
@Netflix?
I am not happy either!
I am not happy!
I am cancelling my @netflix
account
@Britopian!
THEY SUCK
4 Key trends shaping today’s landscape….!
W
We Live In A Multi-Screen Economy! @Britopian!
PAID "MEDIA"
OWNED"MEDIA"
EARNED"MEDIA"
CUSTOMERS/ADVOCATES"
INFLUENCERS"
TRADITIONAL "MEDIA"
The Customer Journey Is Dynamic! @Britopian!
TAHRIR SQUARE, CAIRO JANUARY 25TH 9 AM
TAHRIR SQUARE, CAIRO
JANUARY 24TH 9 AM
Communication is Real-time!! @Britopian!
Everyone Has Influence! @Britopian!
Business Objectives Remain Constant! @Britopian!
The Bright & Shiny Object! @Britopian!
• Rise of the social media expert!
• Social media certifications!
• Influencers playing Monday morning quarterback!
@Britopian! … And Chaos Gives Birth!
Social Media “Marketing” Has Caused"Internal Business Challenges"
EMPLOYEES!Inappropriate use of social media!
INTERNAL!Confusion of roles & responsibilities!
INCONSISTENT!Social media measurement practices!
OUTDATED Crisis communications models
EXPANDING!Social media programs globally!
NON-EXISTENT!Governance models & Policies!
DISJOINTED Content & Community Practices
TECHNOLOGY!Selection and adoption within the org!
@Britopian!
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.!“ ”
Social Business Strategy Is Required To Facilitate This Transformation"
@Britopian!
The Stakeholder Ecosystem Value"Creation Model"
OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION
COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCIAL BRA
ND
1
2
4
3
@Britopian!
Understanding The Social Brand Versus"Social Business"
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS(Internal)
RESULTS
Training Process
Collaboration Organization Models
Research & Development Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
@Britopian!
6 Steps To Transform Your Brand Into A Media Company"
@Britopian!
Establish of A Centralized Editorial Team "
@Britopian!
EDITORIAL TEAM
INFORMATION TECHNOLOGY
DIGITAL MARKETING
CUSTOMER SUPPORT
ANALYTICS
SOCIAL MEDIA
INFORMATION TECHNOLOGY: Technology deployment and integration
DIGITAL MARKETING: Campaign reporting & measurement
CUSTOMER SUPPORT: Solving real-time customer service issues
ANALYTICS: Content performance, operations
SOCIAL MEDIA: Community management and advocate identification
How The Center of Excellence Integrates"Within The Organization"
STRATEGY PLANNING" EXECUTION" MEASUREMENT"
Mar
ketin
g &
Org
aniz
atio
nal R
eadi
ness"
Training"
Policies"
Technology"
Content Plan" Soci
al In
tegr
atio
n"
Mea
sure
men
t Fra
mew
ork
& R
epor
ting"Campaigns &
Initiatives"
General Community
Management"
Paid, Owned and Earned
Media"
Customer Support"
Campaign Reporting"
Best Practice Sharing"
Community Management
Insights""
PR and Corporate "
Communications"
Customer"Support"
Marketing "Operations "
"""
Product Marketing "
Social Media Center of Excellence!
Knowledge Management & Best Practice Sharing!
@Britopian!
Create The Brand Narrative And Content Strategy"
@Britopian!
INTERNAL (BRAND POSITIONING"& GUIDELINES)"
Consistent, authentic and helpful content at EVERY customer touch point!(Campaigns, Conversations, Community Management)!
BR
AN
D "
MES
SAG
E"
EXTERNAL INSIGHTS"
BR
AN
D "
MES
SAG
E"B
RA
ND
"M
ESSA
GE"
3rd Party Research!
Community & Media!Perceptions!
Content Audit & Analytics!
Search Behavior!
THE STORY (HERO CONTENT)"
ProductBenefit 1!
ProductBenefit 2!
ProductBenefit 3!
Build A Real Time Listening Center"
@Britopian!
Assign Roles & Responsibilities"
@Britopian!
CONTRIBUTORS! EDITORS! REGIONAL EDITORS!
Content Creation, Approval And Distribution Workflows"
Contributor Writes
Content
Team Brainstorms
Content Ideas
Sends to Editor for Review
Content Approved
Content Not Approved
Scheduled for Publish
Posted to Social
Channel
Content Analytics
AUTOMATED
0 1 2 3 4 5 6
In Review/ In Revision
In Review/ In Revision
@Britopian!
Social Customer Support Decision Trees And Process Workflows"
LISTEN ASSESS ENGAGE REPEAT
Community Managers
Community
NO
NO
YES NO
YES
YES
YES
NO
NO NO
YES
NO
YES
NO
YES
YES YES
NO
(optional, but recommended)
Monitor Conversa<ons
Assess
Re-‐direct Engage Privately
Re-‐direct Engage Privately
Proceed
Engage in public?
Legi<mate?
Exper<se with
product?
Is topic sensi<ve?
Engage Privately
Proceed Is
engagement posi<ve?
Proceed Posi<ve outcome?
Assess Proceed Converse further? Proceed Re-‐direct
Assess Can CM help?
Engage Privately
Par<cipant upset?
Do not engage
!! Complaint !!
?! Other issues !?
Compliment
Product
Company
@Britopian!
@Britopian!
Invest In The Right Technology"
Thank you!"
Michael Brito"SVP, Social Business Strategy!Edelman [email protected]!!---------------------------------!
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!
Content Marketing Bootcamp February 21, 2013
San Francisco, California hosted by