Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships / Edition 1

Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships / Edition 1

by Michael Brito
ISBN-10:
0789751615
ISBN-13:
9780789751614
Pub. Date:
10/23/2013
Publisher:
Que
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Overview

Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships / Edition 1

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company.

There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior.

Social business pioneer Michael Brito covers every step of the process, including:

  • Understanding the unpredictable nature and dynamic behaviors of the social customer
  • Deploying social business strategies that will help facilitate the change from brand to media company
  • Building a content organization and setting the stage for transformation
  • Creating a real-time command center that will help facilitate reactive and proactive content marketing
  • Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration
  • Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration)
  • Enabling customers and employees (brand journalists) to feed the content engine
  • Developing your content strategy that can be executed across paid, earned, and owned media content
  • Transitioning from “brand messaging” to a highly relevant content narrative
  • Evaluating the content marketing vendors and software platforms vying for your business

Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.

Product Details

ISBN-13: 9780789751614
Publisher: Que
Publication date: 10/23/2013
Series: Que Biz-Tech Series
Pages: 272
Product dimensions: 5.90(w) x 9.10(h) x 1.00(d)

Table of Contents

Foreword xi

Introduction: Why This Book Matters Right Now and for the Next Several Years! 1

Why I Wrote This Book 3

How This Book Is Organized 8

Section 1: Understanding the External and Internal Landscape 8

Section 2: Setting the Stage for Social Business Transformation 8

SECTION 1: UNDERSTANDING THE EXTERNAL AND INTERNAL LANDSCAPE 13

1 Understanding the Social Customer and the Chaotic World We Live In 15

We Live in a Multi-Screen Economy 16

CADD (Customer Attention Deficit Disorder) Is Among Us 19

Relevance Is the Key to Content Consumption 20

The Customer Journey Is Dynamic 23

Customers Are Influential 25

Business Objectives Stay the Same Despite the Changes Externally 27

Vendor Spotlight—Social Flow 28

2 Defining Social Business Strategy and Planning 31

The Social Media “Bright and Shiny” Object 32

Social Media Has Caused Internal Business Challenges 34

Employees’ Inappropriate Use of Social Media 35

Internal Confusion About Roles and Responsibilities 35

Inconsistent Social Media Measurement Practices 36

Outdated Crisis Communication Models 36

Expanding Social Media Programs Globally Without Proper Planning 36

Disjointed Content and Community Management Practices 37

The Daunting Task of Technology Selection and Adoption 38

Nonexistent Content Governance Models 38

The Three Pillars of Social Business: People, Process, and Platforms 39

The Social Business Value Creation Model 41

The Differences Between a Social Brand and a Social Business 44

Vendor Spotlight—Sprinklr 47

SECTION 2: SETTING THE STAGE FOR SOCIAL BUSINESS TRANSFORMATION 51

3 Establishing a Centralized “Editorial” Social Business Center of Excellence 55

A Lesson from Tesla Motors 57

Building Your Social Business Center of Excellence (CoE) 60

The Responsibilities of a Center of Excellence 62

The Organizational DNA and Team Dynamics 63

Considerations for Building a Social Business Center of Excellence 65

How the Center of Excellence Integrates into Your Organization 68

Vendor Spotlight—Jive 70

4 Empowering Employees, Customers, and Partners to Feed the Content Engine 73

An Overview of Employee Advocacy 74

Advocacy, Trust, and Credibility Are Synonymous 76

Employees as Brand Journalists 78

An Overview of Customer Advocacy 80

How to Scale and Plan an Enterprise Advocacy Program 81

Program Infrastructure 81

Content Strategy 83

Measurement 84

Technology 84

GaggleAMP Helps Scale Employee Advocacy 85

Napkin Labs Helps Scale Customer Advocacy 87

Pure Channel Apps and the Channel Partner Content Opportunity 88

Vendor Spotlight—Expion 90

5 Building Your Social Business Command Center 93

The Strategic Importance of a Social Business Command Center 94

The Social Business Command Center Framework 97

How to Build a Social Business Command Center 98

Discovery 98

Planning 99

Implementation 100

Reporting 100

Kaizen 101

Social Business Command Centers in Action 101

University of Oregon 101

Cisco Systems 102

Clemson University 102

American Red Cross 103

Gatorade 103

The New Form of Command Center Operations: Real-Time Marketing 103

Not Everyone’s Onboard with Real-Time 105

Real-Time Marketing Technology 106

Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx 109

HootSuite 109

MutualMind 110

PeopleBrowsr 111

Tickr 112

Tracx 113

6 Understanding the Challenges of Content Marketing 115

Examples of Brands Taking Content Marketing to the Next Level 117

Virgin Mobile 117

American Express 118

Marriott 119

L’Oréal 119

Vanguard 120

Content Marketing Challenges: What the Experts Say 121

Nestle Purina 121

AARP (American Association of Retired Persons) 122

Kellog 122

Cisco 123

Capri Sun 123

Mindjet 124

Sears 124

Kinvey 124

Ricoh 125

ArCompany 125

Content Marketing Challenges: What Does the Data Show? 125

Moving Past the Content Marketing Buzzword 130

Vendor Spotlight—Kapost 131

SECTION 3: DEVELOPING YOUR CONTENT STRATEGY 137

7 Defining Your Brand Story and Content Narrative 141

The Inputs Needed to Build Your Content Narrative 143

Brand Messaging & Product Benefits 144

The Non-Business Issues Important to Your Brand 146

Media Perceptions of the Brand 148

Community Perceptions of the Brand 149

Fan Interests 150

Historical and Current Content Performance 154

Consumer Search Behavior 154

Customer Service Pain Points 156

The Output Should Equal Your “Hero” Content Narrative 157

Simplifying Your Content Narrative 158

Vendor Spotlight—Compendium 159

8 Building Your Content Channel Strategy 163

Finding and Preventing Gaps with Your Social Media Channel Strategy 164

Mapping Your Content Narrative to Social Channels 167

Building Your Content Tiers by Channel 171

Laser Focused Storytelling by Channel 172

Diversifying Your Content Types per Channel 174

The Importance of Visual Storytelling 177

The Importance of Long-Form Content When Telling Stories 178

Search Engine Visibility 178

Thought Leadership 179

Striking a Balance Between Long-Form and Short-Form Storytelling 179

Best Practices for Writing Long-Form Content— It All Starts with the Title 180

Vendor Spotlight—Contently 183

9 The Role of Converged Media in Your Content Strategy 185

Defining Converged Media 187

Why Converged Media Is Important to Your Content Strategy 189

Converged Media Models 192

Facebook Promoted Posts (News Feed Marketing) 192

Content Syndication 194

Earned Media Amplification 197

The Promise of Real-Time Marketing 198

Real-Time Marketing Is More Than Just Being in Real Time 200

The Creative Newsroom 201

Creative Newsroom 5-Step Activation Process 203

Creative Newsroom Models 204

Vendor Spotlight—Newscred 205

10 How Content Governance Will Facilitate Media Company Transformation 207

Defining Content Governance 209

Building an Effective Collaboration Model 211

Proactive Content Workflows for Planned and Unplanned Content 213

Reactive Escalation Workflows and Risk Assessment 216

Governing New “Brand” Account Creation 218

Managing the Security of Social Media Passwords 220

Vendor Spotlight—Spredfast 224

11 Structuring Your Teams to Become a Content-Driven Organization 229

A Quick Lesson in Change Management 231

Tearing Down the Organizational Silos 232

Identifying Roles and Responsibilities 233

Structuring Your Content Organization by Channel 238

Structuring Your Content Organization by Brand or Product 240

Structuring Your Content Organization by Region 240

Structuring for Converged Media and Real-Time Marketing 241

Choosing the Right Technology Platforms 242

Content Marketing Platforms 243

Social CRM/Content Publishing Platforms 244

Online Monitoring Vendors 244

Vendor Spotlight—Skyword 245

Step 1—Recruit and Manage Your Writers 245

Step 2—Plan Your Content Strategy 245

Step 4—Create and Optimize Your Content 246

Step 5—Edit and Review Your Content 247

Step 6—Promote Your Content Socially 247

Step 7—Measure and Analyze the Performance of Your Content 247

Index 249

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