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YOUR BRAND
The Next Media Company

Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165
5 Truths Shaping Today’s
Digital Ecosystem
There is a content and media surplus
Consumers have an attention deficit
The customer journey is dynamic
Consumers have tunnel vision

The customer journey
is dynamic
#expion13

All consumers are influential
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.
Despite these challenges, you still have core
business and marketing objectives
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.)
This type of
evolution
requires a
radical change
in thinking,
communications
and business
operations.
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).
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
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
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
Steps to get started …
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
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
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
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
ASSIGN ROLES &
RESPONSIBLITIES

Assign roles & responsibilities (region)

GLOBAL
EDITOR
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?
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”.
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
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
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
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

+
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
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
BUILD REAL-TIME
CAPABILITIES

Determine when real-time should be used
TIMELY

CONVERSATION
TRENDS

IDEAL
CONTENT
BRAND
PRIORITIES

AUDIENCE
INTERESTS

RELEVANT

RESONANT

© Edelman Digital
BUILD REAL-TIME
CAPABILITIES

Build real-time listening capabilities
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
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)
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)
INVEST IN THE
RIGHT
TECHNOLOGY

Invest in the right technology
Social
Listening &
Analytics
Content
Publishing &
Social CRM
Content
Marketing
Platforms

Brand
Advocacy

Converged
Media
Thank you

Michael Brito
Group Director, WCG
@Britopian on Twitter
415-871-5165

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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
  • 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
  • 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

  1. How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
  2. 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. 
  3. And guess what .. Brands DID join the conversation. And, they went overboard
  4. And guess what .. Brands DID join the conversation. And, they went overboard
  5. And guess what .. Brands DID join the conversation. And, they went overboard
  6. And guess what .. Brands DID join the conversation. And, they went overboard
  7. And guess what .. Brands DID join the conversation. And, they went overboard
  8. And guess what .. Brands DID join the conversation. And, they went overboard
  9. And guess what .. Brands DID join the conversation. And, they went overboard
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