1. Michael Brito
SVP, Social Business Strategy
@Britopian
@Britopian
Social Media + Storytelling =
#MUS13
AWESOMESAUCE

2. @Britopian#MUS13

3. @Britopian#MUS13

4. Your 2013 Content Strategy
Should Be To Transform Your
Brand To A Media Company!
… you can tell better stories that way

5. W
There is a content surplus @Britopian

6. There is an attention deficit @Britopian

7. PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
CUSTOMERS/
ADVOCATES
INFLUENCERS
TRADITIONAL
MEDIA
Consumers lives are unpredictable @Britopian

8. Everyone is influential @Britopian

9. Business objectives remain constant @Britopian

10. But Why a Media Company?

11. 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#MUS13

12. 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#MUS13

13. The Stakeholder Ecosystem Value
Creation Model
OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
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#MUS13

14. Enough of the “Why”
Let’s talk about the “How”
@Britopian#MUS13

15. Create The
Brand
Narrative
And Content
Strategy
Brand Pillars/Positioning
What are the issues that are
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Historical content performance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
BrandNarrativeInputs
+
Marketing
& Events
Customer
Stories or
Advocate
Programs
Customer
Support
3rd Party
Curated
Real Time
Content
15% 40% 20% 20% 10%
Frequency of distribution
Content
Pillars
@Britopian#MUS13

16. Establish of
A Centralized
Editorial
Team
CUSTOMER
SUPPORT
DIGITAL
MARKETING
ANALYTICS
SOCIAL
MEDIA
Product
Marketing
Research
Employees
Segment
Marketing
Events
REGIONAL
EDITORS
BREAND &
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
CONTENT &
EDITORIAL
CENTER OF
EXCELLENCE
@Britopian#MUS13

17. How The
Editorial
Team
Integrates
Within The
Organization
Product
Marketing
Corporate
Communications
Customer
Support
Marketing
Operations
Campaigns &
Initiatives
General
Community
Management
Paid, Owned
and Earned
Media
Customer Support
Employee
Training
Social
Policies
Technology
Deployment
Content
Strategy
Community
Management Insights
Campaign Reporting
STRATEGY&PLANNINGEXECUTIONMEASUREMENT
BESTPRACTICESHARING
@Britopian#MUS13

18. Assign Roles & Responsibilities
CONTRIBUTORS EDITORS REGIONAL EDITORS
@Britopian#MUS13

19. Content Creation, Approval And
Distribution Workflows
Contributor
Writes Content
Team
Brainstorms
Content Ideas
Sends to Editor
for Review
Content Approved
Content Not
Approved
Scheduled
for Publish
Posted to
Social Channel
Content
Performance
Analytics
0 1 2 3 4 5 6
In Review/
In Revision
In Review/
In Revision
@Britopian#MUS13

20. Build A Real-Time Listening Center
@Britopian#MUS13

21. Real-Time Creative Newsroom
THE
STANDARD
Editorial standards to
determine what the
brand is comfortable
talking about
Establish roles &
responsibilities
THE DESK THE CRUNCH THE LOOP
10 Minute stand up
editorial meeting
Cross
functional/geography
and team
collaboration, sharing
Monitor and identify
trends
Deploy
copywriters, communit
y managers and
creative
Real-time content
optimization
Push to paid media, if
applicable
@Britopian#MUS13

22. Optimize
Content
Analytics &
Insights
Create
Compiling
Content
Measure
Performance
Push to
Sponsored Post
- Visual
- Planned and
Unplanned Content
- Creative Newsroom
- Identify what’s
trending
- Audience Availability
- Current Interests
- Attention Score
- Clicks
- Likes
- Shares
- RT’s
Engagement triggers
that will push organic
posts to sponsored
The Integration of paid,
earned and owned media.
Converged Media Modeling
@Britopian#MUS13

23. Invest In The Right Technology
@Britopian
… too many logos to add here
#MUS13

24. Social Business Enables The
Transformation From Brand To Media
Team, Organizati
on And
Infrastructure
Planning
Content
And Brand
Strategy
PLANNING
Content
Execution And
Delivery of
Planned Content
Real Time
Command
Center
Operations
Creative
Newsroom
Deployment
Converged
Media Models
SOCIALBRAND
ANDCOTENTSTRATEGY
EXECUTION
SOCIALBUSINESS
STRATEGY
Social Business
Center of
Excellence
Collaboration
Roles &
Responsibilities
ENABLEMENT
Content Audit
3rd Party
Research
Internal
Stakeholder
Management
Technology
Adoption &
Deployment
Content
Processes &
Workflows
Customer &
Employee
Enablement
Workflow
Management
Multiple
Stakeholder
Alignment
Content, producti
on & Analytics
integration
@Britopian
Workflow
Management
Integration With
Paid Media Team
Technology
Partnerships
#MUS13

25. Thank you!
Michael Brito
SVP, Social Business Strategy
Edelman Digital
Michael.Brito@edelman.com
@Britopian
http://thenextmedia.co
#MUS13