Michael Brito - Why Social Business Adoption is Good For Marketing Strategy
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The document discusses the importance of social business strategy in enhancing marketing efficacy by fostering collaboration and creating value for all stakeholders. It highlights the challenges marketers face in content creation and the necessity of a structured approach towards content marketing and operational models. The transition to a content-driven organization requires significant changes in business processes, technology, and how brand narratives are developed and communicated.
Michael Brito - Why Social Business Adoption is Good For Marketing Strategy
- 1. Michael Brito Group Director, WCG @Britopian on Twitter 415-871-5165 Why Social Business Adoption is Good For Marketing Strategy
- 2. A social business strategy is designed to transform the actions 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). “ ” The evolving definition of social business strategy @Britopian
- 3. How social business strategy delivers value to all stakeholders @Britopian Social Business OPERATIONAL EXCELLENCE INTERNAL (employees, partners) COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY 4 3 EXTERNAL (customers, partners, media) SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT HELPFUL CONTENT SOCIALBRAND 1 2 © Edelman Digital
- 4. Social Media Policies Technology Integration Customer Support & Crisis Workflows Measurement Framework Global & Enterprise Expansion 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 MARKETING OUTCOMES ENABLEMENT Delivering value to customers, content and marketing PLATFORMS Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM / Content Publishing PROCESSPEOPLE Social Media Policies Technology Integration Customer Support & Crisis Workflows Measurement Framework Global & Enterprise Expansion @Britopian
- 5. Let’s take a look at the digital landscape
- 6. There is a content and media surplus @Britopian
- 7. Consumers have an attention deficit @Britopian
- 8. The customer journey is dynamic @Britopian
- 9. The customer journey is dynamic Consumers have tunnel vision @Britopian
- 10. @Britopian 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% 2013 CONTENT MARKETING BENCHMARKS, CONTENT MARKETING INSTITUTE % of respondents Producing Enough Content 64% Producing Content That Engages 52% Producing a Variety of Content 45% Lack of Budget 39% Inability to Measure Content 33% Lack of Knowledge, Training 26% Lack of Integration 25% Lack of Buy-in, Vision 22% Finding Trained Content Marketers 14% Marketing organizations have internal challenges too
- 11. @Britopian Business objectives remain the same
- 12. Building an operational model for content marketing
- 13. Content as a Service (CaaS) Framework @Britopian Social Narrative Development Social Channel Strategy Content Performance & Analysis Participatory Storytelling Social Business 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. Helping brands become publishers.
- 14. This type of evolution requires a radical change in thinking, communications and business operations. @Britopian
- 15. How to facilitate this evolution…
- 16. BUILD A CENTRALIZED TEAM @Britopian Responsibility Roles Content/Communit y 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 Build a “newsroom” organization
- 17. BUILD A CENTRALIZED TEAM @Britopian Established a “central” editorial team COE B C A M B C A M B Brand, Business Unit, Region M Media Agency Creative / Ad Agency C Content / PR Agency A Develop Content Strategy Scale Content Globally Source Technology Vendors Content Governance
- 18. CONTENT CONTRIBUTORS (CUSTOMERS, EMPLOYEES AS BRAND JOURNALISTS) FACEBOOK EDITOR TWITTER EDITOR TUMBLR EDITOR BLOG EDITOR BLOG EDITOR Employee Advocacy Programs Customer Advocacy Programs Brand Journalism Initiatives Influencer Marketing @Britopian Operationalize customer & brand advocacy programs
- 19. @Britopian Ensure global alignment with regional teams GLOBAL EDITOR
- 20. @Britopian Optimize the content supply chain for planned and real-time content Push to content to paid promotion 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
- 21. @Britopian Build real-time capabilities Audience Segmentation Targeted Listening Creative Production Agile Content Brand Alignment Audience Passion Relevant to current brand positioning Based on targeted segmentation Agile Content Trending Conversation Based on “what trending” within core customer segmentation
- 22. @Britopian Invest in the right technology
- 23. Thank you Michael Brito Group Director, WCG @Britopian on Twitter 415-871-5165 @Britopian
Editor's Notes
- #2: How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
- #8: 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.
- #11: And guess what .. Brands DID join the conversation. And, they went overboard
- #15: And guess what .. Brands DID join the conversation. And, they went overboard
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