9. 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
10. 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
11. The 3 Pillars Of Social Business
Transformation
PLATFORMS
PROCESS
PEOPLE
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
Social Media Policies
Technology integration
Customer Support & Sales Workflows
Measurement Framework & Rollout
Global & Enterprise Expansion
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM
@Britopian#MPWorld
12. Social
Business
Must
Business
Deliver Value
PLATFORMS
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
Social Media Policies
Technology Integration
Customer Support & Crisis Workflows
Measurement Framework
Global & Enterprise Expansion
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM / Content Publishing
PROCESSPEOPLE
ENABLEMENT
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
13. The Stakeholder Value Creation
Model
OPERATIONAL
EXCELLENCE
INTERNAL
(employees, partners)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS
IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIALBRAND
1
2
4
3
@Britopian#MPWorld
14. Understanding The Social Brand Versus
Social Business
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND
(External)
SOCIAL
BUSINESS(Internal)
RESULTS
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Programs
Infrastructure
@Britopian#MPWorld
15. Enough of the “Why”
Let’s talk about the “How”
@Britopian#MPWorld
16. Establish of A
Centralized
Editorial Team
CUSTOMER
SUPPORT
DIGITAL
MARKETING
ANALYTICS
SOCIAL
MEDIA
Product
Marketing
Research
Employees
Segment
Marketing
Events
REGIONAL
EDITORS
BRAND &
CREATIVE
z
CHINA
JAPAN
AUSTRALIA
TAIWAN
SINGAPORE
APAC
REGION
AL
EDITOR
z
EMEA
REGION
AL
EDITOR
DENMAR
K
UNITED
KINGDO
M
FRANC
E
GERMAN
Y
ITALY
CENTER OF
EXCELLENCE
Responsible for:
• Social Strategy
• Content Governance
• Employee Training
• Social Integration
• Technology Integration
• Change Management
@Britopian#MPWorld
19. Assign Roles & Responsibilities
(Regional)
GLOBAL
EDITOR
@Britopian#MPWorld
20. Define the
Story and
Content
Narrative
BRAND PILLARS
What are the core
tenets of the
brand?
THE CORE ISSUES
What are the non-
business issues that
are important to
your brand
THE MEDIA
How 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?
CONTENT
How is your content
performing today?
What’s working?
What’s not?
SEARCH
How do consumers
search for your
brand? Value
proposition?
SUPPORT
What are the
biggest customer
support issues
today? Tomorrow?
Content Narrative
@Britopian#MPWorld
22. Content &
Platform Strategy
Tier 1
Campaigns, events,
product launches
Tier 2
3rd party curated content about the brand,
industry related content, customer stories
Tier 3
General community management, proactive/reactive content, fun and
creative content
Content Tiers
@Britopian#MPWorld
23. Content Creation, Approval And
Distribution Workflows: Pre-planned
no
yes
Approved
Content
planning &
brainstorming
Contributor
submits
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
yes
Approved
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
24. Content Creation, Approval And
Distribution Workflows: Real-time
Monitoring
team identifies
real-time
opportunity
Post-ready &
submitted via
CMS
Creative
Newsroom
drafts content
no
yes
Approved
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
25. Customer Support & Crisis
Communication Models
Community
Managers
Community
NO
NO
YES NO
YES
YES
YES
NO
NO YES
Monitor
Conversations
Assess
Re-direct
Engage
Privately
Re-direct
Engage
Privately
Proceed
Engage
in public?
Legitimate?
Expertise
with
product?
Is topic
sensitive?
Proceed
Is
engagement
positive?
Assess Proceed Converse
further?
Assess Can CM
help?
Complaint
?! Other issues !?
Compliment
Product
Company
Do not engage
@Britopian#MPWorld
28. The Integration of paid,
earned and owned media.
Converged Media Modeling
Content Created
By Community
Manager
Distribute
Content When
Your Community
Is Active
Content
Performance
Indicators &
Engagement
Push To
Sponsored If
Aligned To
Business Goals
Analytics &
Insights Affect
Future Content
Created
@Britopian#MPWorld
30. 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
SOCIALBRAND
&CONTENTSTRATEGY
EXECUTION
SOCIALBUSINESS
STRATEGY
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)
COMPANY
TRANSFORMATION
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
31. Thank you!
Michael Brito
SVP, Social Business Strategy
Edelman Digital | San Francisco
Michael.Brito@edelman.com
thenextmedia.co
@Britopian#MPWorld
Editor's Notes
How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
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