Your Brand, The Next Media Company

@Britopian #expion13
Michael Brito
@Britopian
YOUR BRAND
The Next Media Company

5 Truths Shaping Today’s
Digital Ecosystem

There is a content and media surplus
#expion13

There is an attention deficit
#expion13

The customer journey is dynamic
#expion13

The customer journey
is dynamic
Consumers have tunnel vision
#expion13

Everyone is influential
#expion13

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% say that developing
content takes too much
time
43% of marketers say that
producing enough content is
their biggest challenge; with
49% say that producing
"engaging" content was a
challenges
51%

Business objectives remain constant
#expion13

But why a Media Company?

Storytelling: Media companies tell stories. Conde’ Nast has a
diverse narrative told through their media properties from fashion
and travel to sports and weddings. Traditional news organizations
also tell stories, although their narrative is current or breaking news.
Content: Media companies are content machines with an "always
on" mentality. It doesn't matter what time a day it is or what the
hour, media companies distribute content all the time.
Relevance: Media companies provide relevant content all the
time to someone, somewhere. Their content is recent and real-time.
Ubiquity: Media companies are everywhere. They dominate the
search engine results and their content is shared daily across social
media channels.
Agility: Media companies are content organizations and move
quickly. They have workflows that facilitate the entire content supply
chain (ideation, creation, approval, distribution and integration.)
1
2
3
4
5

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).“ ”
Social Business Strategy Is Required To
Facilitate This Transformation

Social Business Must Business Deliver Value
PLATFORMS
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
Social Media Policies
Technology Integration
Customer Support & Crisis Workflows
Measurement Framework
Global & Enterprise Expansion
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM / Content Publishing
PROCESSPEOPLE
ENABLEMENT
SOCIAL BUSINESS FRAMEWORK
Deeper customer engagement
More effective and relevant content
Smarter marketing that align to business
goals
Integrated and converged media
Integrated community strategy
Effective content operations and governance
POSITIVE BUSINESS
OUTCOMES

OPERATIONAL
EXCELLENCE
INTERNAL
(employees, partners)
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
SOCIALBRAND
1
2
4
3
The Stakeholder Value Creation Model

Enough of the “Why”
Let’s talk about the “How”

1. Build a team
2. Assign roles & responsibilities
3. Define your brand narrative
4. Create channel strategy
5. Establish the content supply chain
6. Build real-time capabilities
7. Integrate converged media
models
8. Invest in the right technology

CUSTOMER
SUPPORT
DIGITAL
MARKETING
ANALYTICS
SOCIAL
MEDIA
Product
Marketing
Research
Employees
Segment
Marketing
Events
REGIONAL
EDITORS
BRAND &
CREATIVE
z
CHIN
A
JAPAN
AUSTRALIA
TAIWA
N
SINGAPORE
APAC
REGIO
NAL
EDITOR
z
EMEA
REGIO
NAL
EDITOR
DENMA
RK
UNITED
KINGD
OM
FRAN
CE
GERMA
NY
ITALY
CENTER OF
EXCELLENCE
RESPONSIBLE FOR CONTENT STRATEGY, GOVERNANCE, TRAINING, TECHNOLOGY
Build a “centralized” editorial team

MODEL FOR ORGANIZATIONS WITH SEVERAL CONTENT CONTRIBUTORS AND CHANNELS
Assign roles & responsibilities (by channel)
CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS)
FACEBOOK
EDITOR
TWITTER
EDITOR
TUMBLR
EDITOR
BLOG
EDITOR
BLOG
EDITOR

MODEL FOR GLOBAL ORGANIZATIONS WITH FEWER CONTENT CONTRIBUTORS AND CHANNELS
Assign roles & responsibilities (by region)
GLOBAL
EDITOR

BRAND PILLARS
What are the core
tenets of the
brand?
THE CORE ISSUES
What are the non-
business issues that
are important to
your brand?
THE MEDIA
How does the
media talk about
your brand when
they write stories?
THE
COMMUNITYIn what context
does the
community talk
about your brand?
FAN
INTERESTSWhat other topics
and lifestyle
interests are your
fans passionate
about?
CONTENT
How is your content
performing today?
What’s working?
What’s not?
SEARCH
How do consumers
search for your
brand? Value
proposition?
SUPPORT
What are the
biggest customer
support issues
today? Tomorrow?
Content Narrative
DETERMINE THE STORY YOU WANT TO TELL THAT RESONATES WITH YOUR AUDIENCE
Define your brand narrative

HOW YOU SAY IT IS JUST AS IMPORTANT AS WHAT YOU SAY
Define your tone of voice
Approachab
le
Fun
Smart
Enthusiasti
c
We will never sound like a robot or share corporate babble.
Going shopping is fun and we should have fun when talking
about it. We are clever, witty and make people smile.
We are subject matter experts in all things fashion and shopping. No
room for error when it comes to talking about important things in life
like looking good.
We must strive to get customers excited and pumped for life events
and milestones like bachelor parties, anniversaries, back to school or
“girls night out”.
Our brand is fun, easy to talk to; we answer questions even
when they may not make complete sense. We are your friend
and gives good advice when you need help.

DETERMINE THE STORYTELLING PRINCIPLES AND HOW YOU WANT TO TELL THE STORY
Map your story to relevant content channels
+
Campaigns
Events
Promotions
Customer
Stories
Customer
Support
Lifestyle
Content
Real Time
Content
15% 40% 20% 20% 10%
Frequency of distributionContent
Pillars
CONSISTENT STORYLINE ACROSS ALL MEDIA

CREATE WORKFLOWS FOR CONTENT IDEATION, CREATION, APPROVAL, DISTRIBUTION AND INTEGRATION
Optimize the content supply chain: planned
no
yes
Approved
Content
planning &
brainstorming
Contributor
submits
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
Push to
content to paid
promotion

CREATE WORKFLOWS FOR CONTENT IDEATION, CREATION, APPROVAL, DISTRIBUTION AND INTEGRATION
Optimize the content supply chain: real-time
Push to
content to paid
promotion
Monitoring team
identifies real-
time opportunity
Post-ready &
submitted via
CMS
Creative
Newsroom
drafts content
no
yes
Approved
Approval request
emailed to
Editors, Brand &
Legal
1 hr.
Rejections sent
back to CNR
*Legal & Editorial
response required.
Brand response not
required.
Post or Tweet
automatically
published @
scheduled time
Request
submitted to
Creative
Newsroom

A COMBINATION OF TECHNOLOGY AND PROCESS ARE REQUIRED TO CAPITLILZE ON REAL-TIME
Build real-time listening capabilities
approve
post
amplify
measure
optimize
choose
a trend
spot
a trend
develop
concept

RESONANTRELEVANT
TIMELY
IDEAL
CONTENT
AUDIENCE
INTERESTS
BRAND
PRIORITIES
CONVERSATION
TRENDS
REAL-TIME CONTENT SHOULD BE TIMELY, RELEVANT TO THE BRAND AND RESONATE WITH YOUR AUDIENCE
Determine when real-time should be used

THE INTEGRATION OF PAID, EARNED AND OWNED MEDIA IS NECESSARY TO REACH CONSUMERS
Developing converged media models

Determine when to converge media
BUILD A MODEL THAT WILL DETERMINE CONTENT INTEGRATION POINTS
:: Identify :: Evaluate :: Coordinate
:: Amplify &
Measure
Identify the right, high-
performing content
that can be integrated
Determine the best
integration points that
will drive maximum
engagement and reach.
Coordinate the
logistics with internal
stakeholders;
determine KPIs
Integrate content
through paid, earned
or owned media;
measure and iterate

Thank you
Michael Brito
SVP, Social Strategy
Edelman Digital
@Britopian
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Your Brand, The Next Media Company

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