Michael BritoGroup Director, WCG@Britopian on Twitter415-871-5165

Social Business: The Evolution into a Media Company

There is a content and media surplus

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Consumers have an attention deficit

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The customer journey is dynamic

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The customer journey is dynamic

Consumers have tunnel vision

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Everyone is influential

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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%

Marketers have different challenges, internally

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Business objectives remain the same

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But why a Media Company?

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This type of evolution requires a radical change in thinking, communications and business 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).“ ”The evolution to a media company requires a social business strategy

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Social Business Must Business Deliver ValueP

LAT

FO

RM

S

Behavior ChangeCross Silo CollaborationExecutive Support & ParticipationOrganizational ModelsEmployee & Partner Participation

Social Media PoliciesTechnology IntegrationCustomer Support & Crisis WorkflowsMeasurement FrameworkGlobal & Enterprise Expansion

Online MonitoringAnalytics PlatformInternal CollaborationCommunity Platform SelectionSocial CRM / Content Publishing

PR

OC

ES

SP

EO

PLE

EN

AB

LEM

EN

T

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

How to facilitate this evolution…

CUSTOMERSUPPORT

DIGITALMARKETING

ANALYTICS

SOCIAL MEDIA

ProductMarketing

Research

Employees

Segment Marketing

Events

REGIONAL EDITORS

BRAND &CREATIVE

Centralized Editorial Team

Build a “centralized” editorial team

BUILD A CENTRALIZED TEAM

© Edelman Digital

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Assign roles & responsibilities (channel)

CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS)

FACEBOOK EDITOR

TWITTEREDITOR

TUMBLREDITOR

BLOGEDITOR

BLOGEDITOR

Employee Advocacy Programs

Customer Advocacy Programs

BrandJournalism Initiatives

Influencer Marketing

ASSIGN ROLES & RESPONSIBLITIES

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Assign roles & responsibilities (region)

GLOBALEDITOR

ASSIGN ROLES & RESPONSIBLITIES

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BRAND PILLARS

What are the core tenets of the

brand?

TARGET AUDIENCE

What are the demographics and psychographics if

your target audience?

MAINSTREAMMEDIA

How does the media talk about your brand when

they write stories?

COMMUNITY

In what context does the

community talk about your brand?

CURRENTAUDIENCEAFFINITIES

What 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?

CUSTOMERSUPPORT

What are the biggest customer

support issues today? Tomorrow?

Content Narrative

Define your brand narrative

DEFINE YOUR BRAND NARRATIVE

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Define your tone of voice

Approachable

Fun

Smart

Enthusiastic

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 give good advice when you need it.

DEFINE YOUR BRAND NARRATIVE

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Establish an editorial framework & build content themes

DEFINE YOUR BRAND NARRATIVE

Your brand is the story

Your brand is a character in

the story

Your brand comments on

a story

Master Content Narrative

Product Launch

Events and corporate announce

ments

Highlight customer

stories

Proactive Customer Support

Real-time, trending

and lifestyle

Curated, 3rd party industry content

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Prioritize and map narrative to channels

+

Campaigns Events

Promotions

Customer Stories

Customer Support

Lifestyle Content

Real Time Content

15% 40% 20% 20% 10%

Frequency of distribution

Con

tent

P

illar

s

CONSISTENT STORYLINE ACROSS ALL MEDIA

DEFINE YOUR BRAND NARRATIVE

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© Edelman Digital

ESTABLISH THE CONTENT SUPPLY

CHAIN

Optimize the content supply chainfor planned content

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

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RESONANTRELEVANT

TIMELY

IDEAL CONTENT

AUDIENCE INTERESTS

BRAND PRIORITIES

CONVERSATION TRENDS

Determine when real-time should be used

© Edelman Digital

BUILD REAL-TIME CAPABILITIES

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Build converged media models (integration of paid, earned & owned)

CONTENT SYNDICATION

(Pushing owned media content into paid media)

EARNED MEDIA AMPLIFICATION

(Pushing earned media into paid/owned media)

SOCIAL MEDIA(Sponsored Posts, Promoted Tweets)

INTEGRATE CONVERGED MEDIA

MODELS

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Thank you

Michael BritoGroup Director, WCG@Britopian on Twitter415-871-5165http://www.slideshare.net/Britopian/brand-as-media-svesm

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