1. Michael Brito
Senior Vice President
Social Business Strategy
@Britopian
Transforming Your Brand
to a Media Company

2. 4 Truths Shaping Today’s
Digital Ecosystem

3. W
There is a content surplus @Britopian

4. There is an attention deficit @Britopian

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

6. Everyone is influential @Britopian

7. Business objectives remain constant @Britopian

8. But why a Media Company?

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

17. How The
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#MPWorld

18. CONTENT CONTRIBUTORS
FACEBOOK
EDITOR
TWITTER
EDITOR
TUMBLR
EDITOR
BLOG
EDITOR
BLOG
EDITOR
Assign Roles & Responsibilities (Channel)
@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

21. 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
Content
Pillars
Content Pillars
@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

26. Building A Real-time Listening Center
@Britopian#MPWorld

27. Real-Time
Creative
Newsroom
@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

29. Invest In The Right Technology
@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