Transforming Your Brand to a Media Company

Michael Brito

Group Director, WCG

mbrito@wcgworld.com

@Britopian

Externally, There Are Several Factors That Make It Difficult to Reach Customers

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CONTENT &MEDIA SURPLUS

Consumers are inundated with

3,000 marketing messages, daily

ATTENTIONDEFICIT

Consumers can barely

comprehend 285 pieces of

content

BEHAVIOR IS UNPREDICTABLE

About 30% of consumers

embark on an open-ended

purchase path

TUNNELVISION

74% of consumers get frustrated with

content when its irrelevant with their interests

EVERYONEIS INFLUENTIAL

Peer recommendations account for 20%

to 50% of all purchase decisions

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Internally, Creating Relevant, Integrated Content Is A Challenge For Most Brands

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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%

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The solution.

Think.

Act.

Operate.

Like a Media Company

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This Shift Requires A Shift in Culture, Business and 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).“ ”

Delivering Value Across The Entire Business Ecosystem

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OP

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AT

ION

AL

EX

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INTERNAL(employees, partners)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTHELPFUL CONTENT

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY

SO

CIA

L B

RA

ND

1

2

4

3

© Edelman Digital

Helping Brands Become Media Companies

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Social Narrative Development

Social Channel Strategy

Content Performance &

Analysis

ParticipatoryStorytelling

Content Operational Framework

Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.

Deliver a robust, global social media channel strategy based on audience segmentation and native platform capabilities and functionality.

Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story.

Build an analytics infrastructure that tracks content through the lifecycle and informs future content creation.

Craft an operational framework that facilitates the evolution into a content organization.

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Co-Create Narrative Based On Insights

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Narrative Development

A messaging and brand storytelling document with content themes/pillars and editorial framework that informs all content creation (email, web, social)

Key Inputs

Brand positioning | Audience affinities/Social Graph | Customer segmentation data | Brand perceptions from media/community | Search behavior | Historical content performance metrics

Collaborative workshop with client (analysis & brainstorming)

Social Narrative Development

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An Example Narrative Exercise

An editorial framework when creating content

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Content Themes

Pillars will map to the above framework and can include the following:

• Brand specific content (promotions, product launches, events)• Event based content• Customer stories (user generated content, high production testimonials)• Third party articles, videos, blog posts that mention the brand• Lifestyle content (based on audience insights)• Real-time content based on trending topics

The brand is the story

Master brand narrative

The brand is a character in a story

The brand comments on a story

A lens or filter that all content must pass through

Content pillars are used to establish consistency in

storytelling, provide a framework that establishes

what a brand is comfortable talking about online and

provides focus when creating/curating content.

Social Narrative Development

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Aligning Channels With Content Themes

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Branded Content,

Promotions and Events

Employee Stories & Interviews

3rd Party Stories

About the Brand

Lifestyle Content

Real-time or Agile Content

Customer Stories

Prioritize and map storytelling initiatives to specific digital channels based on audience segmentation, scorecard results and brand priorities.

Social Channel Strategy

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Content Creation

Content Curation

Editorial Framework

Content Creation / Curation

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Deliver content creation and curation models for distribution and amplification.

Social Channel Strategy

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Social content narrative

Frequency of content distribution

Content and channel mapping

Aligning internal resources for content creation

Formalize content library

Coordination with internal stakeholders

Identifying 3rd party, trusted media properties

Ensure alignment with editorial framework

Use 3rd party technology

Dis

trib

utio

n &

Am

plifi

catio

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cros

s S

ocia

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nnel

s

+

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Build Converged Media Models

Integrate paid, earned, shared and owned media based on brand priorities and/or content performance benchmarks.

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Social Channel Strategy

Brand Priorities & Strategic Initiatives

1 PROMOTE ALL BRANDED CONTENT IN FACEBOOK

2 INTEGRATE ALL PRODUCT RELATED CONTENT WITH PAID MEDIA PROMOTION

3 DISTRIBUTE ALL LONG FORM CONTENT TO CONTENT DISTRIBUTION PLATFORM - OUTBRAIN

Content Performance Benchmarks

EN

GA

GE

ME

NT

TIME

BENCHMARK

PROMOTE POST

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Test Various Forms of Integration

Leverage paid media promotion to drive reach, engagement of owned and earned media content.

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Social Channel Strategy

CONTENT SYNDICATION

(Pushing long-form and video content into paid

media)

EARNED MEDIA AMPLIFICATION

(Integrating owned/earned media into paid media)

SOCIAL MEDIA(Sponsored Posts, Promoted Tweets)

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Participatory Storytelling = Advocacy Programming

Mobilize brand advocates (internal/external) to participate and tell the brand story.

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Participatory Storytelling

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Two Types of Advocacy Programs

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Participatory Storytelling

EMPLOYEE BRAND AMPLIFICATION

This program involves sharing “branded” messages with advocates so that they

can “re-share” the content within their own social media channels.

BRAND JOURNALISM

This program involves training and mobilizing advocates to tell stories

that would be published on a corporate blog, LinkedIn blogging

network or a media site. Stories are then amplified through personal and

branded Twitter feeds.

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Measure Performance and Iterate Content

Build an analytics infrastructure that identifies performance benchmarks and improves content over time.

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Content Performance & Analysis

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Build A “Newsroom” Organization

Build a newsroom organization by identifying roles/responsibilities for internal stakeholders and agency partners.

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Responsibility

Roles

Content/Community Manager

CONTENT(PR/Social/Digital)

ADVERTISING MEDIA

BRAND AGENCY PARTNERS

Leads digital, social and content capability; Resources and Standards Supply

Leads community outreach, contributes to brand strategy, analytics and content publishing

Develops brand narrative, leads, content strategy and development

Develops brand narrative for large scale creative production

Leads media planning and buying

Build digital, social and content and capabilities and innovation (technology, workflows, etc.); Support resourcing and standardization

Content strategy, creative and media inputs

Community& brand engagement

Converged media buying and direction

Creative content direction

Content creation and production

Content publishing

Converged media planning

Consumer insights research

Brand creative direction

Large scale content production (TV, advertising, etc.)

Media strategy

Media buying

Media partnerships

COE B

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Content Operational Framework

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Ensure Global Integration with Regional Teams

Deliver and assign global roles & responsibilities based on organization structure.

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Content Operational Framework

GLOBALEDITOR

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Optimize Content Supply Chain

Build workflows that control the production and distribution of content based on roles and responsibilities of each stakeholder group.

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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

Content Operational Framework

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Contents are WCG proprietary and confidential

Thank youMichael Britombrito@wcgworld.com415-871-5165