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Your Brand: The Next Media Company

Presentation for the Silicon Valley Social Media Council Summit "SVESMC".

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Your Brand: The Next Media Company

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  1. YOUR BRAND The Next Media Company

  2. 5 Truths Shaping Today’s Digital Ecosystem

  3. There is a content and media surplus

  4. Consumers have an attention deficit

  5. The customer journey is dynamic

  6. Consumers have tunnel vision The customer journey is dynamic

  7. #expion13 All consumers are influential

  8. Marketers have different challenges, internally 78% of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 44% of marketers do not have a documented content strategy.

  9. Despite these challenges, you still have core business and marketing objectives

  10. But why a Media Company?

  11. 1 Storytelling Media companies tell stories. Conde’ Nast has a diverse narrative told through their media properties from fashion and travel to sports and weddings. Traditional news organizations also tell stories, although their narrative is current or breaking news.

  12. 2 Content Media companies are content machines with an "always on" mentality. It doesn't matter what time a day it is or what the hour, media companies distribute content all the time.

  13. 3 Relevance Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time.

  14. 4 Ubiquity Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels.

  15. 5 Agility Media companies are content organizations and move quickly. They have workflows that facilitate the entire content supply chain (ideation, creation, approval, distribution and integration.)

  16. This type of evolution requires a radical change in thinking, communications and business operations.

  17. Social Business Strategy Is Required To Facilitate This Transformation “ 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). ”

  18. The 3 Pillars Of Social Business Transformation PLATFORMS Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM PROCESS Social Media Policies Technology integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation

  19. Social Business Must Business Deliver Value SOCIAL BUSINESS FRAMEWORK POSITIVE BUSINESS OUTCOMES Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM / Content Publishing PLATFORMS 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 Social Media Policies Technology Integration Customer Support & Crisis Workflows Measurement Framework Global & Enterprise Expansion PROCESS ENABLEMENT Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation PEOPLE

  20. The Stakeholder Value Creation Model COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTHELPFUL CONTENT 3 2 THE SOCIAL BUSINESS INTERNAL (employees, partners) EXTERNAL (customers, partners, media) OPERATIONAL EXCELLENCE SOCIAL BRAND © Edelman Digital SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY 4 1

  21. Steps to get started …

  22. Build a team Assign roles & responsibilities Define your brand narrative Create channel strategy Establish the content supply chain Build real-time capabilities Integrate converged media models Invest in the right technology

  23. BUILD A CENTRALIZED TEAM Build a “centralized” editorial team Research Product Marketing Segment Marketing CUSTOMERSUPPORT SOCIAL MEDIA DIGITALMARKETING Centralized Editorial Team Events Employees BRAND &CREATIVE ANALYTICS REGIONAL EDITORS © Edelman Digital

  24. BUILD A CENTRALIZED TEAM How the team integrates across the org Product Marketing Corporate Communications Customer Support Marketing Operations STRATEGY & PLANNING Governance & Training Technology Deployment Content Strategy Channel Strategy BEST PRACTICE SHARING Campaigns & Initiatives Paid, Owned and Earned Media General Community Management EXECUTION Customer Support Community & Content Insights Campaign Reporting MEASUREMENT © Edelman Digital

  25. ASSIGN ROLES & RESPONSIBLITIES Assign roles & responsibilities (channel) FACEBOOK EDITOR TWITTEREDITOR TUMBLREDITOR BLOGEDITOR BLOGEDITOR CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS) BrandJournalism Initiatives Employee Advocacy Programs Influencer Marketing Customer Advocacy Programs

  26. ASSIGN ROLES & RESPONSIBLITIES Assign roles & responsibilities (region) GLOBALEDITOR

  27. CURRENTAUDIENCEAFFINITIES What other topics and lifestyle interests are your fans passionate about? DEFINE YOUR BRAND NARRATIVE CUSTOMERSUPPORT Define your brand narrative COMMUNITY CONTENT SEARCH BRAND PILLARS What are the biggest customer support issues today? Tomorrow? How do consumers search for your brand? Value proposition? In what context does the community talk about your brand? What are the core tenets of the brand? How is your content performing today? What’s working? What’s not? TARGET AUDIENCE MAINSTREAMMEDIA What are the demographics and psychographics if your target audience? How does the media talk about your brand when they write stories? Content Narrative

  28. DEFINE YOUR BRAND NARRATIVE Define your tone of voice Our brand is fun, easy to talk to; we answer questions even when they may not make complete sense. We are your friend and give good advice when you need it. Approachable We will never sound like a robot or share corporate babble. Going shopping is fun and we should have fun when talking about it. We are clever, witty and make people smile. Fun We are subject matter experts in all things fashion and shopping. No room for error when it comes to talking about important things in life like looking good. Smart We must strive to get customers excited and pumped for life events and milestones like bachelor parties, anniversaries, back to school or “girls night out”. Enthusiastic

  29. DEFINE YOUR BRAND NARRATIVE A smart narrative must “add value” to customers and the brand ALIGNto brand goalsand priorities BE EMOTIONALoriginal, and shareable LIVEoutsideof the purchase funnel BE EVERGREENand not necessarily tied to specific campaigns MOTIVATEadvocates to stand by the story and share it CROSSorganizational silos BE ROOTEDin customer and behavioral insights specificto the audience and channel

  30. DEFINE YOUR BRAND NARRATIVE Establish an editorial framework Your brand is the story Your brand is a character in the story Your brand comments on a story Partnership/ Sponsorship or customer story Passion, interest or real-time trending topic Brand, event or product specific focus

  31. DEFINE YOUR BRAND NARRATIVE Establish an editorial framework & build content themes Your brand is the story Your brand is a character in the story Your brand comments on a story Master Content Narrative Product Launch Events and corporate announcements Highlight customer stories Proactive Customer Support Curated, 3rd party industry content Real-time, trending and lifestyle

  32. DEFINE YOUR BRAND NARRATIVE Prioritize and map narrative to channels Frequency of distribution 15% 40% 20% 20% 10% Lifestyle Content Customer Support Real Time Content Content Pillars CONSISTENT STORYLINE ACROSS ALL MEDIA Campaigns EventsPromotions Customer Stories +

  33. ESTABLISH THE CONTENT SUPPLY CHAIN Optimize the content supply chain for planned content Content planning & brainstorming 24 hrs. CONTENT BEST PRACTICES Post or Tweet automatically published @ scheduled time Editor schedules post/tweet Contributor submits content yes yes Approval request emailed to Brand & Legal Submission emailed to Editors no no Post-ready & submitted via CMS Rejections sent back to Editor Sent back to Contributor for revision or rejection Approved Approved *Legal response required. Brand response not required Push to content to paid promotion Contributor may choose to revise & re-submit © Edelman Digital

  34. ESTABLISH THE CONTENT SUPPLY CHAIN Build real-time approval workflows to capitalize on the news cycle 1 hr. Post or Tweet automatically published @ scheduled time • Request submitted to Creative Newsroom Creative Newsroom drafts content Monitoring team identifies real-time opportunity yes Approval request emailed to Editors, Brand & Legal no Post-ready & submitted via CMS Rejections sent back to CNR Push to content to paid promotion *Legal & Editorial response required. Brand response not required. Approved © Edelman Digital

  35. BUILD REAL-TIME CAPABILITIES Determine when real-time should be used Timely Conversation trends Ideal content Brand priorities Audience interests Relevant Resonant © Edelman Digital

  36. BUILD REAL-TIME CAPABILITIES Build real-time listening capabilities

  37. BUILD REAL-TIME CAPABILITIES Create a process that can deliver quick and real-time content Insights, Content Performance, Listening & Engagement MONITOR Content Published Push to paid, if applicable Client Approval Community Manager Analyst Editorial Creative Designers mock up creative assets Publish across PEO based on audience, type, level, concept Team spots trends, conceptualizes, prioritizes concepts Concept, design, retrofit existing assets CREATE PUBLISH

  38. INTEGRATE CONVERGED MEDIA MODELS Various types of converges media models (integration of paid, earned & owned) SOCIAL MEDIA (Sponsored Posts, Promoted Tweets) CONTENT SYNDICATION (Pushing owned media content into paid media) EARNED MEDIA AMPLIFICATION(Pushing earned media into paid/owned media)

  39. INTEGRATE CONVERGED MEDIA MODELS Determine when to use converged media to amplify content Establish Content Performance Benchmarks IdentifyHigh-Performing Content DetermineThe Most Effective Integration Points Coordinate Logistics With Internal Stakeholders/Agencies Amplify & Measure(Pushing earned media into paid/owned media)

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