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Michael Brito
           SVP, Social Business Strategy
           @Britopian




#SBS2013                                   @Britopian
@Britopian
@Britopian
Your 2013 Content Strategy
Should Be To Transform Your
Brand To A Media Company!
W




There is a content surplus       @Britopian
There is an attention deficit   @Britopian
PAID
                             MEDIA



                                              CUSTOMERS/
                                              ADVOCATES




                                     EARNED
           OWNED                      MEDIA
           MEDIA




                                                 TRADITIONAL
                                                    MEDIA


                   INFLUENCERS




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
     1     “always on” mentality.

           Relevant: They are relevant to someone at
     2     every moment in time.

           Recent: They are recent and in many cases,
     3     real-time.

           Omnipresent: Media companies own search
     4     and everything else.

           Agile: Media companies move quickly when it
     5     comes to content creation/distribution.


#SBS2013                                                 @Britopian
Social Business Strategy Is Required




“
To Facilitate This Transformation
           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).




#SBS2013                                                                                 @Britopian
The Stakeholder Ecosystem Value
Creation Model

                        COLLABORATION                           COMMUNITY ENGAGEMENT
                    3   KNOWLEDGE SHARING                 2     CUSTOMER/SALES SUPPORT
                        SOCIAL ENABLEMENT                       CUSTOMER SATISFACTION

                            OPERATIONAL
                             EXCELLENCE




                                                                    SOCIAL BRAND
     INTERNAL                             THE SOCIAL BUSINESS                            EXTERNAL
      (employees)                                                                  (customers, partners, media)




                        PROCESS                                 SALES/REVENUE
                    4   IMPROVEMENT                       1     CUSTOMER ADVOCACY
                        PRODUCT INNOVATION                      PRODUCT FEEDBACK
                        EMPLOYEE ADVOCACY




#SBS2013                                                                                              @Britopian
Understanding The Social Brand Versus
Social Business
                                Programs

                          Community Management
                               Marketing
                            Customer Service
                             Communications
                                 Events
                               Campaigns
                                Advocacy
                                 Crisis




           SOCIAL BRAND                                 SOCIAL
                             RESULTS
             (External)                            BUSINESS(Internal)

                                  Training
                                  Process
                               Collaboration
                            Organization Models
                          Research & Development     @armano created this
                           Policies & Guidelines
                            Knowledge Sharing
                                  Culture


                              Infrastructure


#SBS2013                                                                    @Britopian
Enough of the “Why”
           Let’s talk about the “How”




#SBS2013                                @Britopian
15%         40%
                                    Frequency of distribution


                                           20%                    20%         10%
                                                                                        Create The
                       Customer                                                         Brand
Content




                       Stories or
 Pillars




           Marketing                    Customer                3rd Party   Real Time
           & Events    Advocate
                       Programs
                                         Support                Curated      Content
                                                                                        Narrative
                                                                                        And Content
                                                                                        Strategy
                                                                                                                 Brand Pillars/Positioning
 +                                                                                                               What are the issues that are




                                                                                        Brand Narrative Inputs
                                                                                                                 important to the brand?
                                                                                                                 (political, sustainability)

                                                                                                                 Media perceptions of the brand

                                                                                                                 Community perceptions of the
                                                                                                                 brand

                                                                                                                 Fan Interests

                                                                                                                 Historical content performance

                                                                                                                 Search Behavior

                                                                                                                 Customer Support Pain Points




  #SBS2013                                                                                                                              @Britopian
Research

                                               Product
                                              Marketing
                 Segment
                 Marketing        CUSTOMER
                                   SUPPORT


                SOCIAL
                 MEDIA
                                                    DIGITAL
                                                   MARKETING
                                                                                 Establish of
                              CONTENT &

      Events
                              EDITORIAL
                              CENTER OF                      Employees
                                                                                 A Centralized
               ANALYTICS
                             EXCELLENCE
                                                      BREAND &
                                                                                 Editorial
                                  REGIONAL
                                                      CREATIVE
                                                                                 Team
                                   EDITORS

                 DENMAR
                    K                                     CHINA




                              UNITED
  ITALY                       KINGDO   SINGAPORE
                EMEA                                    APAC             JAPAN
                                 M
               REGION
                  z                                    REGION
                                                          z
                 AL                                      AL
               EDITOR                                  EDITOR
    GERMAN                FRANC
                                             TAIWAN
       Y                    E                                     AUSTRALIA




#SBS2013                                                                                    @Britopian
STRATEGY & PLANNING




                        Product    Corporate   Customer        Marketing
                       Marketing Communications Support        Operations
                                                                                                    How The




                                                                            BEST PRACTICE SHARING
                      Employee       Social      Technology      Content                            Editorial
                       Training      Policies    Deployment      Strategy

                                                                                                    Team
                                                                                                    Integrates
EXECUTION




                                           Paid, Owned          General
                      Campaigns &
                                           and Earned         Community
                       Initiatives
                                              Media           Management
                                                                                                    Within The
                                       Customer Support
                                                                                                    Organization
MEASUREMENT




                            Community
                                                    Campaign Reporting
                        Management Insights




#SBS2013                                                                                                           @Britopian
Assign Roles & Responsibilities

    CONTRIBUTORS   EDITORS   REGIONAL EDITORS




#SBS2013                                        @Britopian
Content Creation, Approval And
Distribution Workflows


                                         Sends to Editor
                                         for Review
                                                                                                           Content
    Team         Contributor                                              Scheduled                      Performance
 Brainstorms    Writes Content                                            for Publish                     Analytics
Content Ideas
                                              In Review/
                                             In Revision

     0                1                  2                 3                  4               5              6
                            In Review/
                           In Revision                         Content Approved
                                                                                          Posted to
                                                                                        Social Channel
                                                   Content Not
                                                    Approved




#SBS2013                                                                                                 @Britopian
Build A Real-Time Listening Center




#SBS2013                             @Britopian
Real-Time Creative Newsroom




         THE                    THE DESK               THE CRUNCH              THE LOOP
      STANDARD
     Editorial standards to    10 Minute stand up      Monitor and identify    Real-time content
      determine what the        editorial meeting            trends              optimization
     brand is comfortable
                                      Cross             Deploy copywriters,   Push to paid media, if
         talking about
                              functional/geography     community managers          applicable
       Establish roles &            and team               and creative
        responsibilities      collaboration, sharing




#SBS2013                                                                                        @Britopian
Converged Media Modeling
         The Integration of paid,
         earned and owned media.                                            Analytics &
                                                                             Insights




      Create                                                               Push to
                                Optimize                   Measure
     Compiling                                                          Sponsored Post
                                Content                   Performance
      Content

-   Visual                -   Identify what’s         -   Clicks        Engagement triggers
-   Planned and               trending                -   Likes         that will push organic
    Unplanned Content     -   Audience Availability   -   Shares        posts to sponsored
-   Creative Newsroom     -   Current Interests       -   RT’s
                          -   Attention Score




    #SBS2013                                                                       @Britopian
Invest In The Right Technology




#SBS2013                         @Britopian
Social Business Enables The
Transformation From Brand To Media
                                    PLANNING                                     EXECUTION
     AND COTENT STRATEGY



                                                                   Content
                                                                Execution And
                                                                  Delivery of
                                Team,                          Planned Content
     SOCIAL BRAND




                                                 Content                             Creative
                           Organization And                                                        Converged
                                                And Brand                           Newsroom
                            Infrastructure                                                        Media Models
                                                 Strategy                           Deployment
                               Planning                          Real Time
                                                                 Command
                                                                  Center
                                                                 Operations


                                                               ENABLEMENT


                                                                 Technology         Workflow
                                                                 Adoption &        Management
     SOCIAL BUSINESS




                           Social Business     Content Audit                                         Workflow
                                                                 Deployment
                              Center of                                                             Management
                                                                                      Multiple
                             Excellence         3rd Party
                                                                  Content           Stakeholder
                                                Research                                           Integration With
     STRATEGY




                                                                Processes &          Alignment
                            Collaboration                                                         Paid Media Team
                                                                 Workflows
                                                 Internal
                                                                                     Content,
                              Roles &          Stakeholder                                          Technology
                                                                 Customer &        production &
                           Responsibilities    Management                                           Partnerships
                                                                  Employee           Analytics
                                                                 Enablement         integration




#SBS2013                                                                                                              @Britopian
Thank you!


 Michael Brito
 SVP, Social Business Strategy
 Edelman Digital | San Francisco
 Michael.Brito@edelman.com




                                   http://thenextmedia.co



#SBS2013                                                    @Britopian

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What Is Your 2013 Content Marketing Strategy - Dachis Group

  • 1. Michael Brito SVP, Social Business Strategy @Britopian #SBS2013 @Britopian
  • 4. Your 2013 Content Strategy Should Be To Transform Your Brand To A Media Company!
  • 5. W There is a content surplus @Britopian
  • 6. There is an attention deficit @Britopian
  • 7. PAID MEDIA CUSTOMERS/ ADVOCATES EARNED OWNED MEDIA MEDIA TRADITIONAL MEDIA INFLUENCERS Consumers lives are unpredictable @Britopian
  • 9. Business objectives remain constant @Britopian
  • 10. But why a Media Company?
  • 11. Content: They are content machines with an 1 “always on” mentality. Relevant: They are relevant to someone at 2 every moment in time. Recent: They are recent and in many cases, 3 real-time. Omnipresent: Media companies own search 4 and everything else. Agile: Media companies move quickly when it 5 comes to content creation/distribution. #SBS2013 @Britopian
  • 12. Social Business Strategy Is Required “ To Facilitate This Transformation 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). #SBS2013 @Britopian
  • 13. The Stakeholder Ecosystem Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY #SBS2013 @Britopian
  • 14. Understanding The Social Brand Versus Social Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development @armano created this Policies & Guidelines Knowledge Sharing Culture Infrastructure #SBS2013 @Britopian
  • 15. Enough of the “Why” Let’s talk about the “How” #SBS2013 @Britopian
  • 16. 15% 40% Frequency of distribution 20% 20% 10% Create The Customer Brand Content Stories or Pillars Marketing Customer 3rd Party Real Time & Events Advocate Programs Support Curated Content Narrative And Content Strategy Brand Pillars/Positioning + What are the issues that are Brand Narrative Inputs important to the brand? (political, sustainability) Media perceptions of the brand Community perceptions of the brand Fan Interests Historical content performance Search Behavior Customer Support Pain Points #SBS2013 @Britopian
  • 17. Research Product Marketing Segment Marketing CUSTOMER SUPPORT SOCIAL MEDIA DIGITAL MARKETING Establish of CONTENT & Events EDITORIAL CENTER OF Employees A Centralized ANALYTICS EXCELLENCE BREAND & Editorial REGIONAL CREATIVE Team EDITORS DENMAR K CHINA UNITED ITALY KINGDO SINGAPORE EMEA APAC JAPAN M REGION z REGION z AL AL EDITOR EDITOR GERMAN FRANC TAIWAN Y E AUSTRALIA #SBS2013 @Britopian
  • 18. STRATEGY & PLANNING Product Corporate Customer Marketing Marketing Communications Support Operations How The BEST PRACTICE SHARING Employee Social Technology Content Editorial Training Policies Deployment Strategy Team Integrates EXECUTION Paid, Owned General Campaigns & and Earned Community Initiatives Media Management Within The Customer Support Organization MEASUREMENT Community Campaign Reporting Management Insights #SBS2013 @Britopian
  • 19. Assign Roles & Responsibilities CONTRIBUTORS EDITORS REGIONAL EDITORS #SBS2013 @Britopian
  • 20. Content Creation, Approval And Distribution Workflows Sends to Editor for Review Content Team Contributor Scheduled Performance Brainstorms Writes Content for Publish Analytics Content Ideas In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Channel Content Not Approved #SBS2013 @Britopian
  • 21. Build A Real-Time Listening Center #SBS2013 @Britopian
  • 22. Real-Time Creative Newsroom THE THE DESK THE CRUNCH THE LOOP STANDARD Editorial standards to 10 Minute stand up Monitor and identify Real-time content determine what the editorial meeting trends optimization brand is comfortable Cross Deploy copywriters, Push to paid media, if talking about functional/geography community managers applicable Establish roles & and team and creative responsibilities collaboration, sharing #SBS2013 @Britopian
  • 23. Converged Media Modeling The Integration of paid, earned and owned media. Analytics & Insights Create Push to Optimize Measure Compiling Sponsored Post Content Performance Content - Visual - Identify what’s - Clicks Engagement triggers - Planned and trending - Likes that will push organic Unplanned Content - Audience Availability - Shares posts to sponsored - Creative Newsroom - Current Interests - RT’s - Attention Score #SBS2013 @Britopian
  • 24. Invest In The Right Technology #SBS2013 @Britopian
  • 25. Social Business Enables The Transformation From Brand To Media PLANNING EXECUTION AND COTENT STRATEGY Content Execution And Delivery of Team, Planned Content SOCIAL BRAND Content Creative Organization And Converged And Brand Newsroom Infrastructure Media Models Strategy Deployment Planning Real Time Command Center Operations ENABLEMENT Technology Workflow Adoption & Management SOCIAL BUSINESS Social Business Content Audit Workflow Deployment Center of Management Multiple Excellence 3rd Party Content Stakeholder Research Integration With STRATEGY Processes & Alignment Collaboration Paid Media Team Workflows Internal Content, Roles & Stakeholder Technology Customer & production & Responsibilities Management Partnerships Employee Analytics Enablement integration #SBS2013 @Britopian
  • 26. Thank you! Michael Brito SVP, Social Business Strategy Edelman Digital | San Francisco Michael.Brito@edelman.com http://thenextmedia.co #SBS2013 @Britopian

Hinweis der Redaktion

  1. How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  2. We need to look at content marketing more than just a tactic. It’s a shift of thinking.
  3. We need to look at content marketing more than just a tactic. It’s a shift of thinking.
  4. http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
  5. And guess what .. Brands DID join the conversation. And, they went overboard
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