create content like a movie producer

@BernieBorges #cmworld

Create Content Like a Movie Producer

@BernieBorges #cmworld2

Characteristics of a Social Business

C Suite Gets It

Marketing is Not a Department

Employee Branding is Embraced

Investment in Social Technology

Data Driven Marketing Mindset

What is a Social Business?A social business embraces the culture and technology of the social revolution for strategic business outcomes. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.


Social Media to Social Business

Fans

Followers

Likes

Retweets

Shares

Shoutouts

Buzz

Engagement

Market Feedback

New Ideas

Employee Collaboration

Customer Support

Customer Acquisition

Launch New Initiatives


2013 Social Business Study

http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf




2013 Social Business Study





Content Creation in a Social Business


Think Like a Movie Producer


ProducersA Producer initiates a project and oversees it from the conceptual stage through completion. Producers are responsible for initiating, coordinating, supervising, and controlling all aspects of the motion picture and/or television production process.

They are involved on a daily basis with the creative, financial, technological and administrative processes. This includes supervising all phases of production from inception to completion.

http://www.hollywoodlitsales.com/cf/journal/dspJournal.cfm?intID=2058




Social Business is a Journey


DirectorsA director interprets the script, coaches the performers, works together with the cast, interrelating them all to create a work of art. He gains most when others are given their freedom to show what they know.

The film director is seen as a leader of others, as providing a kind of guiding force. The final outcome is more or less predetermined by requirements of the script, camerawork, acting, and editing; the director providing certain organizational context to the picture.

http://www.filmmakers.com/stories/Director.htm


ActorsActors give life to the ideas of writers and directors with a magic that exists only in the soul of a performer. Whether performed live or captured on film, the craft of the professional actor is one that aspiring thespians around the world seek to master.

It’s the power to transform a story into something that not only entertains an audience, but also whisks them away to another world and moves them in a deeply emotional manner.

http://www.tomcruise.com/blog/2010/09/13/aspiring-actors-guide-resources-training/


ScreenwritersScreenwriters, scenarists, or script writers, are authors who write the screenplays from which movies and television programs are made.

Screenwriters, the folks who develop stories into the screenplays and scripts that take our imaginations to new heights, are the source for all the great movies and films we as fans enjoy.

http://www.tomcruise.com/blog/2010/08/26/screenwriters-guide-screenplay-story/


Visual EffectsVisual effects involves high-end post production polish to create an amazing visual experience.

It involves use of HD cameras & pro gear, basic and advanced camera techniques, basic and advanced video editing techniques, motion graphics, outputting media for Web, YouTube and mobile devices.

http://www.digitalmediaacademy.org/teen-summer-camps/dma-multi-week-academies/academy-for-hollywood-visual-effects/





Artists

Artists are the brainchild of visual effects and special effects from the simplest tricks of editing on through the total visual immersion available in current computer generated images (CGI), the combination of art and technology delivers whole new worlds for audiences to enjoy.

http://www.tomcruise.com/blog/2010/10/08/visual-effects-artist-3d-training-post-production/





Content Marketing Like Film Producers

Producer

Director

Actor

Screen Writer

Visual Effects Specialist

Artist

CMO/VP Marketing

Project Manager

Subject Matter Experts

Writer/Story Teller

Designer

Technical Editor


Social Business in Action


Scott’s External Community

http://www.grogood.com/




Scott’s Internal Community


Make Employee Engagement a Priority


Dell’s Social Business Journey


Employee Branding at Kinaxis


Marketing is Not a Department• 70+ engineer

bloggers• About solder paste! • Measurable lead flow


Marketing is Not a Department


EMC: Compelling Internal Content

“It’s embedded in our culture!”


EMC: Compelling External Content



EMC: Compelling Community Content



Marketing Information Technology


Two Take Aways….

Become a Social Business

Create Content Like a Movie Producer


Bernie Borges

http://www.thesocialbusinessengine.com/videos/lightning-strikes-on-the-social-business-journey/





SourcesDell Social Business: http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2013/07/23/dell-s-social-evolution-from-a-corporate-blog-to-a-social-business.aspx MIT Sloan Management/Deloitte Study: State of Social Business http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf Eduardo Conrado: The New MIThttp://contentmarketinginstitute.com/2013/05/content-strategy-thrives-when-marketing-it-work-together/ Movie Production Definitions: http://www.hollywoodlitsales.com/cf/journal/dspJournal.cfm?intID=2058http://www.filmmakers.com/stories/Director.htmhttp://www.tomcruise.com/blog/2010/09/13/aspiring-actors-guide-resources-training/http://www.digitalmediaacademy.org/teen-summer-camps/dma-multi-week-academies/academy-for-hollywood-visual-effects/

http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2013/07/23/dell-s-social-evolution-from-a-corporate-blog-to-a-social-business.aspx

http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2013/07/23/dell-s-social-evolution-from-a-corporate-blog-to-a-social-business.aspx


http://contentmarketinginstitute.com/2013/05/content-strategy-thrives-when-marketing-it-work-together/











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