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TRANSORMING YOUR !



BRAND
TO A!



MEDIA COMPANY
 Michael Brito!
 SVP, Social Business Strategy!
 @Britopian!




                                  @Britopian!
Who Is The Social Customer And Why

Are They Important?"
                 I am cancelling                    THEY
                                   I am not         SUCK
  Did you hear     my @netflix      happy!
     about           account
   @Netflix?




                                              I am not
                                                happy
                                               either!




                                                           @Britopian!
4 Key trends shaping today’s landscape….!
W




We Live In A Multi-Screen Economy!   @Britopian!
PAID "
                             MEDIA"



                                                CUSTOMERS/

                                                ADVOCATES"




                                      EARNED"
          OWNED"                       MEDIA"
          MEDIA"




                                                   TRADITIONAL "
                                                      MEDIA"


                   INFLUENCERS"




The Customer Journey Is Dynamic!                                   @Britopian!
TAHRIR SQUARE, CAIRO
                                    JANUARY 25TH 9 AM




               TAHRIR SQUARE,
                   CAIRO
              JANUARY 24TH 9 AM




Communication is Real-time!!                   @Britopian!
Everyone Has Influence!   @Britopian!
Business Objectives Remain Constant!   @Britopian!
•    Rise of the social media expert!

 •    Social media certifications!

 •    Influencers playing Monday morning
      quarterback!




The Bright & Shiny Object!                @Britopian!
… And Chaos Gives Birth!   @Britopian!
Social Media “Marketing” Has Caused"
Internal Business Challenges"

EMPLOYEES!                               EXPANDING!
Inappropriate use of social media!       Social media programs globally!




INTERNAL!                                NON-EXISTENT!
Confusion of roles & responsibilities!   Governance models & Policies!



INCONSISTENT!                            DISJOINTED	
  
Social media measurement practices!      Content & Community Practices



OUTDATED	
                               TECHNOLOGY!
Crisis communications models             Selection and adoption within the org!




                                                                                  @Britopian!
Social Business Strategy Is Required




“
To Facilitate This Transformation"
    Social business planning is the blueprint for the transformation of an 





                                                                          ”
    organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting
    in a more connected way of doing business and shared value for all
    stakeholders.!




                                                                               @Britopian!
The Stakeholder Ecosystem Value"
Creation Model"

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

                          OPERATIONAL	
  




                                                                       SOCIAL	
  BRAND	
  
                           EXCELLENCE	
  

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




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




                                                                                                                @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
                        Policies & Guidelines
                         Knowledge Sharing
                               Culture


                          Infrastructure	
  


                                                                     @Britopian!
6 Steps To Transform Your Brand Into A
Media Company"




                                     @Britopian!
Establish of A Centralized Editorial Team "

                                                                 INFORMATION
                                                                 TECHNOLOGY
INFORMATION TECHNOLOGY:
Technology deployment and integration

DIGITAL MARKETING:
Campaign reporting & measurement
                                            SOCIAL
                                                                                           DIGITAL
CUSTOMER SUPPORT:                           MEDIA
                                                                                          MARKETING
Solving real-time customer service issues
                                                                 EDITORIAL
ANALYTICS:                                                         TEAM
Content performance, operations

SOCIAL MEDIA:
Community management and advocate
identification
                                                     ANALYTICS                 CUSTOMER
                                                                                SUPPORT




                                                                                          @Britopian!
How The Center of Excellence Integrates"
                           Within The Organization"
                                                                                  Knowledge Management & Best Practice Sharing!
Marketing & Organizational Readiness"




                                                                                                                                          Measurement Framework & Reporting"
                                                                                                                         Campaigns &
                                                                                                                          Initiatives"
                                          Marketing "
                                          Operations "                                                                                                                             Campaign
                                              "                                                                                                                                    Reporting"
                                                                                                                           General




                                                                                                   Social Integration"
                                              "                              Training"                                   Community
                                              "              Customer"
                                                                                                                         Management"
                                                             Support"        Policies"                                                                                            Community
                                                                                                                                                                                  Management
                                         Product 
                                                                       Paid, Owned
                                                                          Technology"                                                                                               Insights"
                                        Marketing "                                                                      and Earned
                                                            "                                                               Media"
                                                         PR and 
        Content Plan"
                                                        Corporate "                                                                                                               Best Practice
                                                      Communications"                                                                                                               Sharing"
                                                                                                                          Customer
                                                                                                                           Support"




                                                      STRATEGY PLANNING"                                                     EXECUTION"                                        MEASUREMENT"
                                                                                         Social Media Center of Excellence!




                                                                                                                                                                                       @Britopian!
Create The Brand Narrative And Content
Strategy"
    INTERNAL (BRAND POSITIONING"        EXTERNAL                THE STORY 

           & GUIDELINES)"               INSIGHTS"            (HERO CONTENT)"
MESSAGE"
 BRAND "




              Product
             3rd Party Research!
              Benefit 1!


                                   Community & Media!
                                      Perceptions!       Consistent, authentic and
                                                         helpful content at EVERY
MESSAGE"
 BRAND "




              Product
                                   customer touch point!
              Benefit 2!                                  (Campaigns,
                                                         Conversations,
                                    Content Audit &      Community Management)!
                                      Analytics!
MESSAGE"
 BRAND "




              Product

              Benefit 3!             Search Behavior!




                                                                          @Britopian!
Build A Real Time Listening Center"




                                      @Britopian!
Assign Roles & Responsibilities"

 CONTRIBUTORS!   EDITORS!   REGIONAL EDITORS!




                                                @Britopian!
Content Creation, Approval And
 Distribution Workflows"

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

     0              1                 2                  3                4             5          6

                         In Review/
                        In Revision                          Content Approved
                                                                                    Posted to
                                                                                     Social
                                               Content Not
                                                                                    Channel
                                                Approved




                                                                                                @Britopian!
Social Customer Support Decision Trees 

  And Process Workflows"
                                                                                                         Engage	
  
                                                                                Re-­‐direct	
  
                                                                                                        Privately	
  

                                                                                                                    NO                                                 NO

                                                                                                                            YES                                              YES
                                                                                                          Engage	
                                          Converse	
  
                                       Compliment	
                              Assess	
                                         Proceed	
                                            Proceed	
              Re-­‐direct	
  
                                                                                                        in	
  public?	
                                     further?	
  

                                                                                                                                                     YES                                         NO
Community                                                                                         NO
 Managers                                                                                               Exper<se	
                                                           NO                        YES
                                                                                Product	
                                                                    Can	
  CM	
                                       Engage	
  
                                                                                                          with	
                   Assess	
  
                                                                                                                                                              help?	
                                         Privately	
  
                                                                                                        product?	
          YES
                                                                                                                                                                                  Par<cipant	
  upset?	
  
              Monitor	
  
            Conversa<ons	
           !!	
  Complaint	
  !!	
  

                                                                                                                                                                Is	
  
                                                                                Company	
                Is	
  topic	
                                                                                         Posi<ve	
  
                                                                                                                                  Proceed	
                engagement	
                 Proceed	
  
                                                                                                        sensi<ve?	
                                                                                           outcome?	
  
                                                                                                                            NO                              posi<ve?	
       YES                                                YES

Community                                                                                                         YES                                                  NO                                              NO


                                                                                                       Legi<mate?	
                                                                     Engage	
  
                                   ?!	
  Other	
  issues	
  !?	
                 Assess	
                                         Proceed	
  
                                                                                                                                                                                       Privately	
  
                                                                                                                            YES


                                                                                 NO
                                                                                                                                   Engage	
  
                                                     Do	
  not	
  engage	
                              Re-­‐direct	
  
                                                                                                                                  Privately	
                                (optional, but recommended)




                      LISTEN	
                                                 ASSESS	
                                                           ENGAGE	
                                                   REPEAT	
  




                                                                                                                                                                                                                       @Britopian!
Invest In The Right Technology"




                                  @Britopian!
Thank you!"


Michael Brito"
SVP, Social Business Strategy!
Edelman Digital!
Michael.Brito@edelman.com!
!
---------------------------------

!
Your Brand: The Next Media Company!
How Social Business Strategy Enables Better Content, Smarter Marketing!
And More Effective Customer Relationships!
!
More Info: http://thenextmedia.co"
!



                                                                          @Britopian!
Content Marketing
               Bootcamp
               February 21, 2013
             San Francisco, California
hosted by

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Transforming Your Brand to a Media Company

  • 1. TRANSORMING YOUR ! BRAND TO A! MEDIA COMPANY Michael Brito! SVP, Social Business Strategy! @Britopian! @Britopian!
  • 2. Who Is The Social Customer And Why
 Are They Important?" I am cancelling THEY I am not SUCK Did you hear my @netflix happy! about account @Netflix? I am not happy either! @Britopian!
  • 3. 4 Key trends shaping today’s landscape….!
  • 4. W We Live In A Multi-Screen Economy! @Britopian!
  • 5. PAID " MEDIA" CUSTOMERS/
 ADVOCATES" EARNED" OWNED" MEDIA" MEDIA" TRADITIONAL " MEDIA" INFLUENCERS" The Customer Journey Is Dynamic! @Britopian!
  • 6. TAHRIR SQUARE, CAIRO JANUARY 25TH 9 AM TAHRIR SQUARE, CAIRO JANUARY 24TH 9 AM Communication is Real-time!! @Britopian!
  • 8. Business Objectives Remain Constant! @Britopian!
  • 9. •  Rise of the social media expert! •  Social media certifications! •  Influencers playing Monday morning quarterback! The Bright & Shiny Object! @Britopian!
  • 10. … And Chaos Gives Birth! @Britopian!
  • 11. Social Media “Marketing” Has Caused" Internal Business Challenges" EMPLOYEES! EXPANDING! Inappropriate use of social media! Social media programs globally! INTERNAL! NON-EXISTENT! Confusion of roles & responsibilities! Governance models & Policies! INCONSISTENT! DISJOINTED   Social media measurement practices! Content & Community Practices OUTDATED   TECHNOLOGY! Crisis communications models Selection and adoption within the org! @Britopian!
  • 12. Social Business Strategy Is Required “ To Facilitate This Transformation" Social business planning is the blueprint for the transformation of an 
 ” organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a more connected way of doing business and shared value for all stakeholders.! @Britopian!
  • 13. The Stakeholder Ecosystem Value" Creation Model" COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL   SOCIAL  BRAND   EXCELLENCE   INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY EMPLOYEE ADVOCACY PRODUCT FEEDBACK @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 Policies & Guidelines Knowledge Sharing Culture Infrastructure   @Britopian!
  • 15. 6 Steps To Transform Your Brand Into A Media Company" @Britopian!
  • 16. Establish of A Centralized Editorial Team " INFORMATION TECHNOLOGY INFORMATION TECHNOLOGY: Technology deployment and integration DIGITAL MARKETING: Campaign reporting & measurement SOCIAL DIGITAL CUSTOMER SUPPORT: MEDIA MARKETING Solving real-time customer service issues EDITORIAL ANALYTICS: TEAM Content performance, operations SOCIAL MEDIA: Community management and advocate identification ANALYTICS CUSTOMER SUPPORT @Britopian!
  • 17. How The Center of Excellence Integrates" Within The Organization" Knowledge Management & Best Practice Sharing! Marketing & Organizational Readiness" Measurement Framework & Reporting" Campaigns & Initiatives" Marketing " Operations " Campaign " Reporting" General Social Integration" " Training" Community " Customer" Management" Support" Policies" Community Management Product 
 Paid, Owned Technology" Insights" Marketing " and Earned " Media" PR and 
 Content Plan" Corporate " Best Practice Communications" Sharing" Customer Support" STRATEGY PLANNING" EXECUTION" MEASUREMENT" Social Media Center of Excellence! @Britopian!
  • 18. Create The Brand Narrative And Content Strategy" INTERNAL (BRAND POSITIONING" EXTERNAL THE STORY 
 & GUIDELINES)" INSIGHTS" (HERO CONTENT)" MESSAGE" BRAND " Product
 3rd Party Research! Benefit 1! Community & Media! Perceptions! Consistent, authentic and helpful content at EVERY MESSAGE" BRAND " Product
 customer touch point! Benefit 2! (Campaigns, Conversations, Content Audit & Community Management)! Analytics! MESSAGE" BRAND " Product
 Benefit 3! Search Behavior! @Britopian!
  • 19. Build A Real Time Listening Center" @Britopian!
  • 20. Assign Roles & Responsibilities" CONTRIBUTORS! EDITORS! REGIONAL EDITORS! @Britopian!
  • 21. Content Creation, Approval And Distribution Workflows" AUTOMATED Sends to Editor for Review Content Team Contributor Scheduled Analytics Brainstorms Writes for Publish Content Ideas Content In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Content Not Channel Approved @Britopian!
  • 22. Social Customer Support Decision Trees 
 And Process Workflows" Engage   Re-­‐direct   Privately   NO NO YES YES Engage   Converse   Compliment   Assess   Proceed   Proceed   Re-­‐direct   in  public?   further?   YES NO Community NO Managers Exper<se   NO YES Product   Can  CM   Engage   with   Assess   help?   Privately   product?   YES Par<cipant  upset?   Monitor   Conversa<ons   !!  Complaint  !!   Is   Company   Is  topic   Posi<ve   Proceed   engagement   Proceed   sensi<ve?   outcome?   NO posi<ve?   YES YES Community YES NO NO Legi<mate?   Engage   ?!  Other  issues  !?   Assess   Proceed   Privately   YES NO Engage   Do  not  engage   Re-­‐direct   Privately   (optional, but recommended) LISTEN   ASSESS   ENGAGE   REPEAT   @Britopian!
  • 23. Invest In The Right Technology" @Britopian!
  • 24. Thank you!" Michael Brito" SVP, Social Business Strategy! Edelman Digital! Michael.Brito@edelman.com! ! ---------------------------------
 ! Your Brand: The Next Media Company! How Social Business Strategy Enables Better Content, Smarter Marketing! And More Effective Customer Relationships! ! More Info: http://thenextmedia.co" ! @Britopian!
  • 25. Content Marketing Bootcamp February 21, 2013 San Francisco, California hosted by