2. Special Guest
Michael Brito
Senior Vice President
Social Business Strategy
Edelman
@britopian
#vrproweb
3. • Let’s Learn A Little About Michael
• Why Should We Think Like A Media Company?
• But Why A Media Company?
• How Do You Do This?
• Are SMBs Able To Do This?
• Tips and Tricks
• Q&A?
• Resources
#vrproweb
13. 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
3 cases, real-time.
Omnipresent: Content from media companies
4 own search – it’s everywhere!
Agile: Media companies move quickly when it
5 comes to content creation/distribution.
#vrproweb
14. 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).
#vrproweb
15. The Stakeholder Value Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
SOCIAL BRAND
OPERATIONAL
EXCELLENCE
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
#vrproweb
16. 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
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
17. Enough of the “Why”
Let’s talk about the “How”
#vrproweb
18. BRAND PILLARS
What are the core Define the
tenets of the
THE CORE ISSUES
brand?
SUPPORT
Story and
What are the non-
business issues that
What are the
biggest customer Content
are important to support issues
your brand today? Tomorrow? Narrative
THE MEDIA SEARCH
How does the How do consumers
media talk about Content Narrative search for your
your brand when brand? Value
Brand Narrative Inputs
they write stories? proposition?
THE FAN CONTENT
How does the
COMMUNITY What are your fans
INTERESTS How is your content
community talk talking about when performing today?
about your brand not about your What’s working?
when they are just brand? What’s not?
talking?
#vrproweb
19. Frequency of distribution
Content &
15% 40% 20% 20% 10% Platform
3rd Party
Campaigns
Strategy
Content
Customer
Pillars
Events Customer Curated Real Time
Stories Support Content
Promotions Industry
+
#vrproweb
20. 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
#vrproweb
Give us a little insight into your interesting background?What exactly do you do for Edelman Digital?How does your background benefit your clients?
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.
Can you quickly explain the difference between:Paid MediaEarned MediaTraditional MediaOwned Media
So we want to build relationships?
And guess what .. Brands DID join the conversation. And, they went overboardDid they think it was just an advertising platform?
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Could some of the tactics you have mentioned work for a small business?
Do you have any tips or tricks you could share with our audience in regards to being able to integrate this strategy into a business?
We are going to field questions for you to answer.
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Do you want to add or delete anything from this section.
