transforming your brand to a media company

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OUTDATED  Crisis communications models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 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!

Content Marketing Bootcamp February 21, 2013

San Francisco, California hosted by