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Content marketing expert Michael Brito, the author of the bestseller "Your Brand - The Next Media Company", was at Community Conference 2014 in Copenhagen on the 3rd of April speaking about the advantages of turning your brand into a media company.
Citation preview
Transforming Your Brand to a Media Company
Michael Brito
Group Director, WCG
@Britopian
Externally, There Are Several Factors That Make It Difficult to Reach Customers
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CONTENT &MEDIA SURPLUS
Consumers are inundated with
3,000 marketing messages, daily
ATTENTIONDEFICIT
Consumers can barely
comprehend 285 pieces of
content
BEHAVIOR IS UNPREDICTABLE
About 30% of consumers
embark on an open-ended
purchase path
TUNNELVISION
74% of consumers get frustrated with
content when its irrelevant with their interests
EVERYONEIS INFLUENTIAL
Peer recommendations account for 20%
to 50% of all purchase decisions
@Britopian #CCDK
Internally, Creating Relevant, Integrated Content Is A Challenge For Most Brands
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of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it
78%
of marketers do not have a documented content strategy.
44%
@Britopian #CCDK
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The solution.
Think.
Act.
Operate.
Like a Media Company
@Britopian #CCDK
This Shift Requires A Shift in Culture, Business and Operations
5@Britopian #CCDK
A social business strategy is a documented plan of action that
helps evolve and transform the thinking of an organization
bridging internal and external social initiatives resulting in
collaborative connections, a more social organization and shared
value for all stakeholders (customers, partners, and employees).“ ”
Delivering Value Across The Entire Business Ecosystem
6@Britopian #CCDK
OP
ER
AT
ION
AL
EX
CE
LLE
NC
E
INTERNAL(employees, partners)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK
COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTHELPFUL CONTENT
COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT
PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY
SO
CIA
L B
RA
ND
1
2
4
3
© Edelman Digital
Helping Brands Become Media Companies
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Social Narrative Development
Social Channel Strategy
Content Performance &
Analysis
ParticipatoryStorytelling
Content Operational Framework
Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
Deliver a robust, global social media channel strategy based on audience segmentation and native platform capabilities and functionality.
Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story.
Build an analytics infrastructure that tracks content through the lifecycle and informs future content creation.
Craft an operational framework that facilitates the evolution into a content organization.
@Britopian #CCDK
Co-Create Narrative Based On Insights
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Narrative Development
A messaging and brand storytelling document with content themes/pillars and editorial framework that informs all content creation (email, web, social)
Key Inputs
Brand positioning | Audience affinities/Social Graph | Customer segmentation data | Brand perceptions from media/community | Search behavior | Historical content performance metrics
Collaborative workshop with client (analysis & brainstorming)
Social Narrative Development
@Britopian #CCDK
An Example Narrative Exercise
An editorial framework when creating content
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Content Themes
Pillars will map to the above framework and can include the following:
• Brand specific content (promotions, product launches, events)• Event based content• Customer stories (user generated content, high production testimonials)• Third party articles, videos, blog posts that mention the brand• Lifestyle content (based on audience insights)• Real-time content based on trending topics
The brand is the story
Master brand narrative
The brand is a character in a story
The brand comments on a story
A lens or filter that all content must pass through
Content pillars are used to establish consistency in
storytelling, provide a framework that establishes
what a brand is comfortable talking about online and
provides focus when creating/curating content.
Social Narrative Development
@Britopian #CCDK
Aligning Channels With Content Themes
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Branded Content,
Promotions and Events
Employee Stories & Interviews
3rd Party Stories
About the Brand
Lifestyle Content
Real-time or Agile Content
Customer Stories
Prioritize and map storytelling initiatives to specific digital channels based on audience segmentation, scorecard results and brand priorities.
Social Channel Strategy
@Britopian #CCDK
Content Creation
Content Curation
Editorial Framework
Content Creation / Curation
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Deliver content creation and curation models for distribution and amplification.
Social Channel Strategy
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Social content narrative
Frequency of content distribution
Content and channel mapping
Aligning internal resources for content creation
Formalize content library
Coordination with internal stakeholders
Identifying 3rd party, trusted media properties
Ensure alignment with editorial framework
Use 3rd party technology
Dis
trib
utio
n &
Am
plifi
catio
n A
cros
s S
ocia
l Cha
nnel
s
+
@Britopian #CCDK
Build Converged Media Models
Integrate paid, earned, shared and owned media based on brand priorities and/or content performance benchmarks.
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Social Channel Strategy
Brand Priorities & Strategic Initiatives
1 PROMOTE ALL BRANDED CONTENT IN FACEBOOK
2 INTEGRATE ALL PRODUCT RELATED CONTENT WITH PAID MEDIA PROMOTION
3 DISTRIBUTE ALL LONG FORM CONTENT TO CONTENT DISTRIBUTION PLATFORM - OUTBRAIN
Content Performance Benchmarks
EN
GA
GE
ME
NT
TIME
BENCHMARK
PROMOTE POST
@Britopian #CCDK
Test Various Forms of Integration
Leverage paid media promotion to drive reach, engagement of owned and earned media content.
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Social Channel Strategy
CONTENT SYNDICATION
(Pushing long-form and video content into paid
media)
EARNED MEDIA AMPLIFICATION
(Integrating owned/earned media into paid media)
SOCIAL MEDIA(Sponsored Posts, Promoted Tweets)
@Britopian #CCDK
Participatory Storytelling = Advocacy Programming
Mobilize brand advocates (internal/external) to participate and tell the brand story.
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Participatory Storytelling
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Two Types of Advocacy Programs
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Participatory Storytelling
EMPLOYEE BRAND AMPLIFICATION
This program involves sharing “branded” messages with advocates so that they
can “re-share” the content within their own social media channels.
BRAND JOURNALISM
This program involves training and mobilizing advocates to tell stories
that would be published on a corporate blog, LinkedIn blogging
network or a media site. Stories are then amplified through personal and
branded Twitter feeds.
@Britopian #CCDK
Measure Performance and Iterate Content
Build an analytics infrastructure that identifies performance benchmarks and improves content over time.
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Content Performance & Analysis
@Britopian #CCDK
Build A “Newsroom” Organization
Build a newsroom organization by identifying roles/responsibilities for internal stakeholders and agency partners.
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Responsibility
Roles
Content/Community Manager
CONTENT(PR/Social/Digital)
ADVERTISING MEDIA
BRAND AGENCY PARTNERS
Leads digital, social and content capability; Resources and Standards Supply
Leads community outreach, contributes to brand strategy, analytics and content publishing
Develops brand narrative, leads, content strategy and development
Develops brand narrative for large scale creative production
Leads media planning and buying
Build digital, social and content and capabilities and innovation (technology, workflows, etc.); Support resourcing and standardization
Content strategy, creative and media inputs
Community& brand engagement
Converged media buying and direction
Creative content direction
Content creation and production
Content publishing
Converged media planning
Consumer insights research
Brand creative direction
Large scale content production (TV, advertising, etc.)
Media strategy
Media buying
Media partnerships
COE B
C
A
M
Content Operational Framework
@Britopian #CCDK
Ensure Global Integration with Regional Teams
Deliver and assign global roles & responsibilities based on organization structure.
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Content Operational Framework
GLOBALEDITOR
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Optimize Content Supply Chain
Build workflows that control the production and distribution of content based on roles and responsibilities of each stakeholder group.
19
Push to content to paid promotion
no
yes
Approved
Content planning & brainstorming
Contributorsubmits 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
Content Operational Framework
@Britopian #CCDK
Contents are WCG proprietary and confidential
Thank youMichael [email protected]