Michael BritoSVP, Social Business Strategy@Britopian@BritopianSocial Media + Storytelling =#MUS13AWESOMESAUCE
@Britopian#MUS13
@Britopian#MUS13
Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!… you can tell better stories that way
WThere is a content surplus @Britopian
There is an attention deficit @Britopian
PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumers 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 atevery moment in t...
A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external soc...
The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)T...
Enough of the “Why”Let’s talk about the “How”@Britopian#MUS13
Create TheBrandNarrativeAnd ContentStrategyBrand Pillars/PositioningWhat are the issues that areimportant to the brand?(po...
Establish ofA CentralizedEditorialTeamCUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployees...
How TheEditorialTeamIntegratesWithin TheOrganizationProductMarketingCorporateCommunicationsCustomerSupportMarketingOperati...
Assign Roles & ResponsibilitiesCONTRIBUTORS EDITORS REGIONAL EDITORS@Britopian#MUS13
Content Creation, Approval AndDistribution WorkflowsContributorWrites ContentTeamBrainstormsContent IdeasSends to Editorfo...
Build A Real-Time Listening Center@Britopian#MUS13
Real-Time Creative NewsroomTHESTANDARDEditorial standards todetermine what thebrand is comfortabletalking aboutEstablish r...
OptimizeContentAnalytics &InsightsCreateCompilingContentMeasurePerformancePush toSponsored Post- Visual- Planned andUnplan...
Invest In The Right Technology@Britopian… too many logos to add here#MUS13
Social Business Enables TheTransformation From Brand To MediaTeam, Organization AndInfrastructurePlanningContentAnd BrandS...
Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com@Britopianhttp://thenextmedia....
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Marketo Summit: Social Media + Storytelling = Awesomesauce!

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Marketo Summit: Social Media + Storytelling = Awesomesauce!

  1. 1. Michael BritoSVP, Social Business Strategy@Britopian@BritopianSocial Media + Storytelling =#MUS13AWESOMESAUCE
  2. 2. @Britopian#MUS13
  3. 3. @Britopian#MUS13
  4. 4. Your 2013 Content StrategyShould Be To Transform YourBrand To A Media Company!… you can tell better stories that way
  5. 5. WThere is a content surplus @Britopian
  6. 6. There is an attention deficit @Britopian
  7. 7. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumers lives are unpredictable @Britopian
  8. 8. Everyone is influential @Britopian
  9. 9. Business objectives remain constant @Britopian
  10. 10. But Why a Media Company?
  11. 11. Content: They are content machines with an“always on” mentality.Relevant: They are relevant to someone atevery moment in time.Recent: They are recent and in manycases, real-time.Omnipresent: Media companies own searchand everything else.Agile: Media companies move quickly when itcomes to content creation/distribution.12345@Britopian#MUS13
  12. 12. A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external social initiatives resultingin collaborative connections, processes and shared value for allstakeholders (customers, partners, employees).“ ”Social Business Strategy Is RequiredTo Facilitate This Transformation@Britopian#MUS13
  13. 13. The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESSIMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIALBRAND1243@Britopian#MUS13
  14. 14. Enough of the “Why”Let’s talk about the “How”@Britopian#MUS13
  15. 15. Create TheBrandNarrativeAnd ContentStrategyBrand Pillars/PositioningWhat are the issues that areimportant to the brand?(political, sustainability)Media perceptions of the brandCommunity perceptions of thebrandFan InterestsHistorical content performanceSearch BehaviorCustomer Support Pain PointsBrandNarrativeInputs+Marketing& EventsCustomerStories orAdvocateProgramsCustomerSupport3rd PartyCuratedReal TimeContent15% 40% 20% 20% 10%Frequency of distributionContentPillars@Britopian#MUS13
  16. 16. Establish ofA CentralizedEditorialTeamCUSTOMERSUPPORTDIGITALMARKETINGANALYTICSSOCIALMEDIAProductMarketingResearchEmployeesSegmentMarketingEventsREGIONALEDITORSBREAND &CREATIVEzCHINAJAPANAUSTRALIATAIWANSINGAPOREAPACREGIONALEDITORzEMEAREGIONALEDITORDENMARKUNITEDKINGDOMFRANCEGERMANYITALYCONTENT &EDITORIALCENTER OFEXCELLENCE@Britopian#MUS13
  17. 17. How TheEditorialTeamIntegratesWithin TheOrganizationProductMarketingCorporateCommunicationsCustomerSupportMarketingOperationsCampaigns &InitiativesGeneralCommunityManagementPaid, Ownedand EarnedMediaCustomer SupportEmployeeTrainingSocialPoliciesTechnologyDeploymentContentStrategyCommunityManagement InsightsCampaign ReportingSTRATEGY&PLANNINGEXECUTIONMEASUREMENTBESTPRACTICESHARING@Britopian#MUS13
  18. 18. Assign Roles & ResponsibilitiesCONTRIBUTORS EDITORS REGIONAL EDITORS@Britopian#MUS13
  19. 19. Content Creation, Approval AndDistribution WorkflowsContributorWrites ContentTeamBrainstormsContent IdeasSends to Editorfor ReviewContent ApprovedContent NotApprovedScheduledfor PublishPosted toSocial ChannelContentPerformanceAnalytics0 1 2 3 4 5 6In Review/In RevisionIn Review/In Revision@Britopian#MUS13
  20. 20. Build A Real-Time Listening Center@Britopian#MUS13
  21. 21. Real-Time Creative NewsroomTHESTANDARDEditorial standards todetermine what thebrand is comfortabletalking aboutEstablish roles &responsibilitiesTHE DESK THE CRUNCH THE LOOP10 Minute stand upeditorial meetingCrossfunctional/geographyand teamcollaboration, sharingMonitor and identifytrendsDeploycopywriters, community managers andcreativeReal-time contentoptimizationPush to paid media, ifapplicable@Britopian#MUS13
  22. 22. OptimizeContentAnalytics &InsightsCreateCompilingContentMeasurePerformancePush toSponsored Post- Visual- Planned andUnplanned Content- Creative Newsroom- Identify what’strending- Audience Availability- Current Interests- Attention Score- Clicks- Likes- Shares- RT’sEngagement triggersthat will push organicposts to sponsoredThe Integration of paid,earned and owned media.Converged Media Modeling@Britopian#MUS13
  23. 23. Invest In The Right Technology@Britopian… too many logos to add here#MUS13
  24. 24. Social Business Enables TheTransformation From Brand To MediaTeam, Organization AndInfrastructurePlanningContentAnd BrandStrategyPLANNINGContentExecution AndDelivery ofPlanned ContentReal TimeCommandCenterOperationsCreativeNewsroomDeploymentConvergedMedia ModelsSOCIALBRANDANDCOTENTSTRATEGYEXECUTIONSOCIALBUSINESSSTRATEGYSocial BusinessCenter ofExcellenceCollaborationRoles &ResponsibilitiesENABLEMENTContent Audit3rd PartyResearchInternalStakeholderManagementTechnologyAdoption &DeploymentContentProcesses &WorkflowsCustomer &EmployeeEnablementWorkflowManagementMultipleStakeholderAlignmentContent, production & Analyticsintegration@BritopianWorkflowManagementIntegration WithPaid Media TeamTechnologyPartnerships#MUS13
  25. 25. Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@edelman.com@Britopianhttp://thenextmedia.co#MUS13

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