Michael BritoSenior Vice President

Social Business Strategy@Britopian

Transforming Your Brandto a Media Company

4 Truths Shaping Today’s Digital Ecosystem

W

There is a content surplus @Britopian

There is an attention deficit @Britopian

PAID MEDIA

OWNEDMEDIA

EARNEDMEDIA

CUSTOMERS/ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA

Consumers lives are unpredictable @Britopian

Everyone is influential @Britopian

Business objectives remain constant @Britopian

But why a Media Company?

Content: They are content machines with an “always on” mentality.

Relevant: They are relevant to someone at every moment in time.

Recent: They are recent and in many cases, real-time.

Omnipresent: Media companies own search and everything else.

Agile: Media companies move quickly when it comes to content creation/distribution.

1

2

3

4

5

@Britopian#MPWorld

A social business strategy helps evolve the thinking and preparedness of an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees).“ ”

Social Business Strategy Is Required To Facilitate This Transformation

@Britopian#MPWorld

The 3 Pillars Of Social Business Transformation

PLATFORMS

PROCESS

PEOPLEBehavior Change

Cross Silo CollaborationExecutive Support & Participation

Organizational ModelsEmployee & Partner Participation

Social Media PoliciesTechnology integration

Customer Support & Sales WorkflowsMeasurement Framework & Rollout

Global & Enterprise Expansion

Online MonitoringAnalytics Platform

Internal CollaborationCommunity Platform Selection

Social CRM

@Britopian#MPWorld

Social Business Must Business Deliver Value

PLAT

FORM

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

PROC

ESS

PEOP

LE

ENAB

LEM

ENT

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

@Britopian#MPWorld

The Stakeholder Value Creation Model

OPE

RATI

ON

ALEX

CELL

ENCEINTERNAL

(employees, partners)EXTERNAL

(customers, partners, media)THE SOCIAL BUSINESS

SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY

SOCI

AL B

RAN

D

1

2

4

3

@Britopian#MPWorld

Understanding The Social Brand VersusSocial Business

Community Management

MarketingCustomer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS(Internal

)RESULTS

TrainingProcess

CollaborationOrganization Models

Research & Development

Policies & GuidelinesKnowledge Sharing

Culture

Programs

Infrastructure

@Britopian#MPWorld

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

@Britopian#MPWorld

Establish of A Centralized Editorial Team

CUSTOMERSUPPORT

DIGITALMARKETING

ANALYTICS

SOCIAL MEDIA

ProductMarketing

Research

Employees

Segment Marketing

Events

REGIONAL EDITORS

BRAND &CREATIVE

z

CHINA

JAPAN

AUSTRALIATAIWA

N

SINGAPORE APACREGION

AL EDITOR

zEMEA

REGIONAL

EDITOR

DENMARK

UNITEDKINGDO

M

FRANCE

GERMANY

ITALY

CENTER OF EXCELLENCE

Responsible for:• Social Strategy• Content Governance• Employee Training• Social Integration• Technology Integration • Change Management

@Britopian#MPWorld

How The Team IntegratesWithin The Organization

Product Marketing

Corporate Communications

Customer Support

Marketing Operations

Campaigns & Initiatives

General Community Managemen

t

Paid, Owned and Earned

Media

Customer Support

EmployeeTraining

Social Policies

TechnologyDeployment

ContentStrategy

Community Management

InsightsCampaign Reporting

STRA

TEGY

& P

LANN

ING

EXEC

UTIO

NM

EASU

REM

ENT

BEST PRACTICE SHARING

@Britopian#MPWorld

CONTENT CONTRIBUTORS

FACEBOOK EDITOR

TWITTEREDITOR

TUMBLREDITOR

BLOGEDITOR

BLOGEDITOR

Assign Roles & Responsibilities (Channel)

@Britopian#MPWorld

Assign Roles & Responsibilities (Regional)

GLOBALEDITOR

@Britopian#MPWorld

Define theStory and Content Narrative

BRAND PILLARSWhat are the core tenets of

the brand?THE CORE ISSUES

What are the non-business

issues that are important to your

brand

THE MEDIAHow does the

media talk about your brand when

they write stories?

THE COMMUNITYHow does the community talk

about your brand when they are just talking?

FAN INTERESTSWhat are your

fans talking about when not

about your brand?

CONTENTHow is your

content performing today? What’s working?

What’s not?

SEARCHHow do

consumers search for your brand?

Value proposition?

SUPPORTWhat are the

biggest customer

support issues today?

Tomorrow?

Content Narrative

@Britopian#MPWorld

Content & Platform Strategy

+

Campaigns Events

Promotions

Customer Stories

Customer Support

3rd Party Curated

Industry

Real Time Content

15% 40% 20% 20% 10%

Frequency of distribution

Con

tent

P

illar

s

Content Pillars

@Britopian#MPWorld

Content & Platform Strategy

Tier 1Campaigns,

events, product

launches

Tier 23rd party curated content about the brand, industry related

content, customer stories

Tier 3General community management, proactive/reactive content, fun and creative content

REAL TIME CONTENT

Content Tiers

@Britopian#MPWorld

Content Creation, Approval And Distribution Workflows: Pre-planned

no

yesApproved

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

yesApproved

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

@Britopian#MPWorld

Content Creation, Approval And Distribution Workflows: Real-time

Monitoring team identifies real-time opportunity

Post-ready & submitted via CMS

Creative Newsroom drafts content

no

yesApproved

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

@Britopian#MPWorld

Customer Support & Crisis Communication Models

CommunityManagers

Community

NO

NOYES NO

YES

YES

YES

NO

NO YES

MonitorConversations

Assess

Re-direct EngagePrivately

Re-directEngage

Privately

Proceed

Engagein public?

Legitimate?

Expertisewith

product?

Is topicsensitive?

ProceedIs

engagementpositive?

Assess Proceed Conversefurther?

Assess Can CMhelp?

Complaint

?! Other issues !?

Compliment

Product

Company

Do not engage

@Britopian#MPWorld

Building A Real-time Listening Center

@Britopian#MPWorld

Real-Time Creative Newsroom

@Britopian#MPWorld

The Integration of paid, earned and owned media.

Converged Media Modeling

Content Created By Community

Manager

Distribute Content When

Your Community Is

Active

Content PerformanceIndicators & Engagement

Push To Sponsored If Aligned To

Business Goals

Analytics & Insights Affect Future Content

Created

@Britopian#MPWorld

Invest In The Right Technology

@Britopian#MPWorld

Holistic View

Team Structure & Organization

Planning

Content Narrative& Brand Strategy

PLANNING

Content Execution & Delivery of

Planned Content

Real-Time Command Center

Operations

Creative Newsroom Deployment

Converged Media Models

SOCI

AL B

RAND

& CO

NTEN

T ST

RATE

GY

EXECUTION

SOCI

AL B

USIN

ESS

STRA

TEGY

Social Business Center of

Excellence

Enterprise Collaboration

Identify Roles & Responsibilities

ENABLEMENT

Content Audit

3rd Party Research

Internal Stakeholder

Audits

Enterprise Collaboration

Technology Adoption & Deployment

Content Governance

Models

Customer & Employee

Enablement

Cross-team Collaboration

Multiple Stakeholder Alignment

Content, production &

Analytics Integration

Workflow Management

Integration With Paid Media Team

Technology Partnerships

(3RD Party Publishers)

COMPANYTRANSFORMATION

INFRASTRUCTURE

Employee & Customer Advocacy

Content: Your brand becomes a content machine and produces game changing content day in and day out. Relevant: Your brand produces quality content that changes customer behavior.  Recent: Your content is recent and in many cases, real-time without the approval bottlenecks. Omnipresent: Your content is everywhere – search, social, word-or mouth. Agile: Your brand becomes a content organization and has the ability to produce compelling content at a moments notice.

@Britopian#MPWorld

Thank you!

Michael BritoSVP, Social Business Strategy

Edelman Digital | San FranciscoMichael.Brito@edelman.com

thenextmedia.co

@Britopian#MPWorld