11. Content: They are content machines with an
1 “always on” mentality.
Relevant: They are relevant to someone at
2 every moment in time.
Recent: They are recent and in many cases,
3 real-time.
Omnipresent: Media companies own search
4 and everything else.
Agile: Media companies move quickly when it
5 comes to content creation/distribution.
#SBS2013 @Britopian
12. Social Business Strategy Is Required
“
To Facilitate This Transformation
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).
#SBS2013 @Britopian
13. The Stakeholder Ecosystem Value
Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
OPERATIONAL
EXCELLENCE
SOCIAL BRAND
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
#SBS2013 @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 @armano created this
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
#SBS2013 @Britopian
15. Enough of the “Why”
Let’s talk about the “How”
#SBS2013 @Britopian
16. 15% 40%
Frequency of distribution
20% 20% 10%
Create The
Customer Brand
Content
Stories or
Pillars
Marketing Customer 3rd Party Real Time
& Events Advocate
Programs
Support Curated Content
Narrative
And Content
Strategy
Brand Pillars/Positioning
+ What are the issues that are
Brand Narrative Inputs
important to the brand?
(political, sustainability)
Media perceptions of the brand
Community perceptions of the
brand
Fan Interests
Historical content performance
Search Behavior
Customer Support Pain Points
#SBS2013 @Britopian
17. Research
Product
Marketing
Segment
Marketing CUSTOMER
SUPPORT
SOCIAL
MEDIA
DIGITAL
MARKETING
Establish of
CONTENT &
Events
EDITORIAL
CENTER OF Employees
A Centralized
ANALYTICS
EXCELLENCE
BREAND &
Editorial
REGIONAL
CREATIVE
Team
EDITORS
DENMAR
K CHINA
UNITED
ITALY KINGDO SINGAPORE
EMEA APAC JAPAN
M
REGION
z REGION
z
AL AL
EDITOR EDITOR
GERMAN FRANC
TAIWAN
Y E AUSTRALIA
#SBS2013 @Britopian
18. STRATEGY & PLANNING
Product Corporate Customer Marketing
Marketing Communications Support Operations
How The
BEST PRACTICE SHARING
Employee Social Technology Content Editorial
Training Policies Deployment Strategy
Team
Integrates
EXECUTION
Paid, Owned General
Campaigns &
and Earned Community
Initiatives
Media Management
Within The
Customer Support
Organization
MEASUREMENT
Community
Campaign Reporting
Management Insights
#SBS2013 @Britopian
20. Content Creation, Approval And
Distribution Workflows
Sends to Editor
for Review
Content
Team Contributor Scheduled Performance
Brainstorms Writes Content for Publish Analytics
Content Ideas
In Review/
In Revision
0 1 2 3 4 5 6
In Review/
In Revision Content Approved
Posted to
Social Channel
Content Not
Approved
#SBS2013 @Britopian
22. Real-Time Creative Newsroom
THE THE DESK THE CRUNCH THE LOOP
STANDARD
Editorial standards to 10 Minute stand up Monitor and identify Real-time content
determine what the editorial meeting trends optimization
brand is comfortable
Cross Deploy copywriters, Push to paid media, if
talking about
functional/geography community managers applicable
Establish roles & and team and creative
responsibilities collaboration, sharing
#SBS2013 @Britopian
23. Converged Media Modeling
The Integration of paid,
earned and owned media. Analytics &
Insights
Create Push to
Optimize Measure
Compiling Sponsored Post
Content Performance
Content
- Visual - Identify what’s - Clicks Engagement triggers
- Planned and trending - Likes that will push organic
Unplanned Content - Audience Availability - Shares posts to sponsored
- Creative Newsroom - Current Interests - RT’s
- Attention Score
#SBS2013 @Britopian
25. Social Business Enables The
Transformation From Brand To Media
PLANNING EXECUTION
AND COTENT STRATEGY
Content
Execution And
Delivery of
Team, Planned Content
SOCIAL BRAND
Content Creative
Organization And Converged
And Brand Newsroom
Infrastructure Media Models
Strategy Deployment
Planning Real Time
Command
Center
Operations
ENABLEMENT
Technology Workflow
Adoption & Management
SOCIAL BUSINESS
Social Business Content Audit Workflow
Deployment
Center of Management
Multiple
Excellence 3rd Party
Content Stakeholder
Research Integration With
STRATEGY
Processes & Alignment
Collaboration Paid Media Team
Workflows
Internal
Content,
Roles & Stakeholder Technology
Customer & production &
Responsibilities Management Partnerships
Employee Analytics
Enablement integration
#SBS2013 @Britopian
26. Thank you!
Michael Brito
SVP, Social Business Strategy
Edelman Digital | San Francisco
Michael.Brito@edelman.com
http://thenextmedia.co
#SBS2013 @Britopian
Notas del editor
How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
We need to look at content marketing more than just a tactic. It’s a shift of thinking.
We need to look at content marketing more than just a tactic. It’s a shift of thinking.
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.
And guess what .. Brands DID join the conversation. And, they went overboard