Your Brand: The Next Media Company - Silicon Valley Social Media Council Summit "SVESMC"
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The document discusses best practices for brands to operate as media companies in today's digital ecosystem. It recommends that brands build centralized editorial teams, assign roles and responsibilities across channels and regions, define a brand narrative and content themes, establish efficient content supply chains, build real-time capabilities, integrate converged media models, and invest in the right technology. Operating as a media company allows brands to tell stories, produce constant relevant content, be ubiquitous and agile in order to engage customers.
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Your Brand: The Next Media Company - Silicon Valley Social Media Council Summit "SVESMC"
- 1. YOUR BRAND The Next Media Company Michael Brito Group Director, WCG @Britopian on Twitter 415-871-5165
- 2. 5 Truths Shaping Today’s Digital Ecosystem
- 3. There is a content and media surplus
- 4. Consumers have an attention deficit
- 5. The customer journey is dynamic
- 6. Consumers have tunnel vision The customer journey is dynamic
- 7. #expion13 All consumers are influential
- 8. Marketers have different challenges, internally 78% of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 44% of marketers do not have a documented content strategy.
- 9. Despite these challenges, you still have core business and marketing objectives
- 10. But why a Media Company?
- 11. 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.
- 12. 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.
- 13. Relevance Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time.
- 14. Ubiquity Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels.
- 15. 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.)
- 16. This type of evolution requires a radical change in thinking, communications and business operations.
- 17. Social Business Strategy Is Required To Facilitate This Transformation “ 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).
- 18. The 3 Pillars Of Social Business Transformation PLATFORMS Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM PROCESS Social Media Policies Technology integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation
- 19. Social Business Must Business Deliver Value PLATFORMS SOCIAL BUSINESS FRAMEWORK POSITIVE BUSINESS OUTCOMES Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM / Content Publishing Deeper customer engagement Social Media Policies Technology Integration Customer Support & Crisis Workflows Measurement Framework Global & Enterprise Expansion ENABLEMENT PROCESS More effective and relevant content Smarter marketing that align to business goals Integrated and converged media PEOPLE Integrated community strategy Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation Effective content operations and governance
- 20. The Stakeholder Value Creation Model (employees, partners) 2 THE SOCIAL BUSINESS COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT HELPFUL CONTENT SOCIAL BRAND INTERNAL OPERATIONAL EXCELLENCE 3 COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT EXTERNAL (customers, partners, media) © Edelman Digital 4 PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY 1 SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
- 21. Steps to get started …
- 22. 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
- 23. BUILD A CENTRALIZED TEAM Build a “centralized” editorial team Research Segment Marketing Product Marketing CUSTOMER SUPPORT SOCIAL MEDIA DIGITAL MARKETING Centralized Editorial Team Events Employees BRAND & CREATIVE ANALYTICS REGIONAL EDITORS © Edelman Digital
- 24. BUILD A CENTRALIZED TEAM STRATEGY & PLANNING How the team integrates across the org Product Marketing EXECUTION Customer Support Technology Deployment Content Strategy Campaigns & Initiatives Paid, Owned and Earned Media Marketing Operations Channel Strategy General Community Management MEASUREMENT Customer Support Community & Content Insights Campaign Reporting © Edelman Digital BEST PRACTICE SHARING Governance & Training Corporate Communications
- 25. ASSIGN ROLES & RESPONSIBLITIES Assign roles & responsibilities (channel) FACEBOOK EDITOR TWITTER EDITOR TUMBLR EDITOR BLOG EDITOR BLOG EDITOR CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS) Brand Journalism Initiatives Employee Advocacy Programs Influencer Marketing Customer Advocacy Programs
- 26. ASSIGN ROLES & RESPONSIBLITIES Assign roles & responsibilities (region) GLOBAL EDITOR
- 27. DEFINE YOUR BRAND NARRATIVE Define your brand narrative BRAND PILLARS CURRENT AUDIENCE AFFINITIES What are the core tenets of the brand? What are the biggest customer support issues today? Tomorrow? What other topics and lifestyle interests are your fans passionate about? TARGET AUDIENCE What are the demographics and psychographics if your target audience? CUSTOMER SUPPORT SEARCH Content Narrative COMMUNITY MAINSTREAM MEDIA In what context does the community talk about your brand? How does the media talk about your brand when they write stories? How do consumers search for your brand? Value proposition? CONTENT How is your content performing today? What’s working? What’s not?
- 28. DEFINE YOUR BRAND NARRATIVE Define your tone of voice Approachable Fun Smart Enthusiastic 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. 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”.
- 29. DEFINE YOUR BRAND NARRATIVE A smart narrative must “add value” to customers and the brand ALIGN to brand goals and priorities BE EMOTIONAL original, and shareable LIVE outside of the purchase funnel BE EVERGREEN and not necessarily tied to specific campaigns MOTIVATE advocates to stand by the story and share it CROSS organizational silos BE ROOTED in customer and behavioral insights specific to the audience and channel
- 30. DEFINE YOUR BRAND NARRATIVE Establish an editorial framework Your brand is the story Brand, event or product specific focus Your brand is a character in the story Your brand comments on a story Partnership/ Sponsorship or customer story Passion, interest or realtime trending topic
- 31. DEFINE YOUR BRAND NARRATIVE Establish an editorial framework & build content themes 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 Curated, 3rd party industry content Real-time, trending and lifestyle
- 32. DEFINE YOUR BRAND NARRATIVE Prioritize and map narrative to channels Frequency of distribution Content Pillars 15% 40% 20% 20% 10% Campaigns Events Promotions Customer Stories Customer Support Lifestyle Content Real Time Content CONSISTENT STORYLINE ACROSS ALL MEDIA +
- 33. ESTABLISH THE CONTENT SUPPLY CHAIN Optimize the content supply chain for planned content Content planning & brainstorming CONTENT BEST PRACTICES 24 hrs. yes Contributor submits content Post-ready & submitted via CMS Approved Submission emailed to Editors no Sent back to Contributor for revision or rejection Contributor may choose to revise & re-submit yes Editor schedules post/tweet Approved Approval request emailed to Brand & Legal Post or Tweet automatically published @ scheduled time no Rejections sent back to Editor *Legal response required. Brand response not required Push to content to paid promotion © Edelman Digital
- 34. ESTABLISH THE CONTENT SUPPLY CHAIN Build real-time approval workflows to capitalize on the news cycle 1 hr. Monitoring team identifies realtime opportunity Request submitted to Creative Newsroom yes Creative Newsroom drafts content Post-ready & submitted via CMS Approved Approval request emailed to Editors, Brand & Legal Post or Tweet automatically published @ scheduled time no Rejections sent back to CNR *Legal & Editorial response required. Brand response not required. Push to content to paid promotion © Edelman Digital
- 35. BUILD REAL-TIME CAPABILITIES Determine when real-time should be used TIMELY CONVERSATION TRENDS IDEAL CONTENT BRAND PRIORITIES AUDIENCE INTERESTS RELEVANT RESONANT © Edelman Digital
- 36. BUILD REAL-TIME CAPABILITIES Build real-time listening capabilities
- 37. BUILD REAL-TIME CAPABILITIES Create a process that can deliver quick and real-time content Insights, Content Performance, Listening & Engagement MONITOR Community Manager Analyst Editorial Creative Team spots trends, conceptualizes, prioritizes concepts CREATE Designers mock up creative assets Client Approval Concept, design, retrofit existing assets PUBLISH Content Published Push to paid, if applicable Publish across PEO based on audience, type, level, concept
- 38. INTEGRATE CONVERGED MEDIA MODELS Various types of converges media models (integration of paid, earned & owned) SOCIAL MEDIA (Sponsored Posts, Promoted Tweets) CONTENT SYNDICATION EARNED MEDIA AMPLIFICATION (Pushing owned media content into paid media) (Pushing earned media into paid/owned media)
- 39. INTEGRATE CONVERGED MEDIA MODELS Determine when to use converged media to amplify content Establish Identify Determine Coordinate Content Performance Benchmarks High-Performing Content The Most Effective Integration Points Logistics With Internal Stakeholders/Agencies Amplify & Measure (Pushing earned media into paid/owned media)
- 40. INVEST IN THE RIGHT TECHNOLOGY Invest in the right technology Social Listening & Analytics Content Publishing & Social CRM Content Marketing Platforms Brand Advocacy Converged Media
- 41. Thank you Michael Brito Group Director, WCG @Britopian on Twitter 415-871-5165
Editor's Notes
- #2: How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
- #5: 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.
- #9: And guess what .. Brands DID join the conversation. And, they went overboard
- #12: And guess what .. Brands DID join the conversation. And, they went overboard
- #13: And guess what .. Brands DID join the conversation. And, they went overboard
- #14: And guess what .. Brands DID join the conversation. And, they went overboard
- #15: And guess what .. Brands DID join the conversation. And, they went overboard
- #16: And guess what .. Brands DID join the conversation. And, they went overboard
- #17: And guess what .. Brands DID join the conversation. And, they went overboard
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