The Evolution of a Content Organization - MIchael Brito (Edelman Digital). Keynote Speaker @ Social Business Forum 2013

1. T H E N E X T M E D I A . C O
The Evolution of a
Content Organization
By Michael Brito
How Social Business Strategy Enables Better Content, Smarter
Marketing And More Effective Customer Relationships
@Britopian

2. T H E N E X T M E D I A . C O
EXAMPLES OF CONTENT
ORGANIZATIONS - MEDIA
Traditional media companies are built on the foundation of
content; all forms of content.
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3. T H E N E X T M E D I A . C O
EXAMPLES OF CONTENT
ORGANIZATIONS - NEWS
News organizations are in the business of content; informing the
publics of breaking news.
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4. T H E N E X T M E D I A . C O
EXAMPLES OF CONTENT
ORGANIZATIONS - BRANDS
Red Bull’s “Giver of Wings” content narrative
is about empowering others to do epic shit;
rarely talks about their product.
Visage provides expert commentary about
enterprise mobility management; rarely talks
about their products.
@Britopian

5. T H E N E X T M E D I A . C O
CHARACTERISTICS OF A CONTENT
ORGANIZATION
5THE FIVE
CHARACTERISTICS OF
CONTENT
ORGANIZATIONS
Content: The most obvious characteristic is that media companies
produce mass amounts of content. They are content machines with
an “always on” mentality. It doesn’t matter what time of day it is or
what the hour, media companies distribute content all the time.
They are content engines!
Relevant: Content Organizations provide content that is relevant
to those who are seeking information that interests them at a very
specific moment in time, whether is be a news story, a video,
product reviews, events and even breaking news. Their content
always appeals to an audience regardless of what the topic is.
Recent: Content Organizations aren’t in the business of providing
content that’s a few days or weeks old. The content is recent and in
many cases, real-time and capitalizes on consumer’s search
behavior as news breaks.
Omnipresent: Media companies are everywhere. They dominate
the search engine results. Their content is retweeted daily, shared,
liked and commented on in Facebook and every other social
network that disrupts the marketplace. They produce videos,
advertise and even their journalists have started building their own
personal brands which also feeds the content ecosystem day in and
day out.
Agile: Content Organizations move quickly. They have a staff of
subject matter experts and contributing writers that are prepared to
write about any topic at any time; and creative teams that can
produce visual content at a moments notice. They aren’t held
captive by approvals from a brand team or lawyers.
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6. T H E N E X T M E D I A . C O
THERE IS A CONTENT & MEDIA SURPLUS
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7. T H E N E X T M E D I A . C O
THERE IS AN ATTENTION DEFICIT
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8. T H E N E X T M E D I A . C O
CONSUMERS ARE UNPREDICTABLE
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
CUSTOMERS/
ADVOCATES
INFLUENCERS
TRADITIONAL
MEDIA
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9. T H E N E X T M E D I A . C O
CONSUMERS ARE INFLUENTIAL
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10. T H E N E X T M E D I A . C O
CORE BUSINESS OBJECTIVES REMAIN
THE SAME
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11. T H E N E X T M E D I A . C O
HOW DO YOU BECOME
A
CONTENT
ORGANIZATION?
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12. T H E N E X T M E D I A . C O
START WITH A SOCIAL BUSINESS
STRATEGY
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).
“ ”
@Britopian

13. T H E N E X T M E D I A . C O
ADD VALUE TO ALL STAKEHOLDERS
OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS
IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIALBRAND
1
2
4
3
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14. T H E N E X T M E D I A . C O
PEOPLE
Behavior Change
Cross Silo Collaboration
Executive Participation
Organizational Models
Stakeholder Participation
Social Media Governance
Technology Integration
Content Workflows
Metrics Framework
Global Expansion
Online Monitoring
Analytics Platform
Internal Collaboration
Content Platforms
Social CRM
PROCESS
TECHNOLOGY
PEOPLE,
PROCESS &
TECHNOLOGY
@Britopian

15. T H E N E X T M E D I A . C O
DEFINE THE
BRAND STORY &
CONTENT
NARRATIVE
BRAND PILLARS
What are the core
tenets of the
brand?
THE CORE ISSUES
What are the non-
business issues that
are important to
your brand
THE MEDIA
How does the
media talk about
your brand when
they write stories?
THE
COMMUNITYHow does the
community talk
about your brand
when they are just
talking?
FAN
INTERESTSWhat are your fans
talking about when
not about your
brand?
CONTENT
How is your content
performing today?
What’s working?
What’s not?
SEARCH
How do consumers
search for your
brand? Value
proposition?
SUPPORT
What are the
biggest customer
support issues
today? Tomorrow?
Content Narrative
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16. T H E N E X T M E D I A . C O
DEFINE THE
PLATFORM
STRATEGY
+
Campaigns
Events
Promotions
Customer
Stories
Customer
Support
3rd Party
Curated
Industry
Real Time
Content
15% 40% 20% 15% 10%
Frequency of distribution
Content
Pillars
@Britopian

17. T H E N E X T M E D I A . C O
ESTABLISH A
CENTER OF
EXCELLENCE
CUSTOMER
SUPPORT
DIGITAL
MARKETING
ANALYTICS
SOCIAL
MEDIA
Product
Marketing
Research
Employees
Segment
Marketing
Events
REGIONAL
EDITORS
BRAND &
CREATIVE
CONTENT &
EDITORIAL
CENTER OF
EXCELLENCE
PEOPLE
@Britopian

18. T H E N E X T M E D I A . C O
ASSING ROLES &
RESPONSIBLITIE
S
(by channel)
PEOPLE
CONTENT CONTRIBUTORS
FACEBOOK
EDITOR
TWITTER
EDITOR
TUMBLR
EDITOR
BLOG
EDITOR
BLOG
EDITOR
@Britopian

19. T H E N E X T M E D I A . C O
ASSING ROLES &
RESPONSIBLITIE
S
(by region)
PEOPLE
GLOBAL
EDITOR
@Britopian

20. T H E N E X T M E D I A . C O
CONTENT
GOVERNANCE
(proactive)
PROCESS
Contributor
Writes Content
Team
Brainstorms
Content Ideas
Sends to Editor
for Review
Content Approved
Content Not
Approved
Scheduled
for Publish
Posted to
Social Channel
Content
Performance
Analytics
0 1 2 3 4 5 6
In Review/
In Revision
In Review/
In Revision
@Britopian
Don’t forget this. It’s imperative to ensure consistent
storytelling and it prevents disjointed content and
community.

21. T H E N E X T M E D I A . C O
CONTENT
GOVERNANCE
(reactive)
PROCESS
Community
Managers
Community
NO
NO
YES NO
YES
YES
YES
NO
NO
YES
Monitor
Conversations
Assess
Re-direct
Engage
Privately
Re-direct
Engage
Privately
Proceed
Engage
in public?
Legitimate?
Expertise
with
product?
Is topic
sensitive?
Proceed
Is
engagement
positive?
Assess
Proceed Converse
further?
Assess Can CM
help?
Complaint
?! Other issues !?
Compliment
Product
Company
Do not engage
@Britopian
Having controls in place that deliver escalation for
crisis, issues management and customer support.

22. T H E N E X T M E D I A . C O
BUILD A REAL-
TIME LISTENING
CENTER
(reactive)
TECHNOLOGY
Social Business Command Centers will your brand
respond to customer issues quickly and efficiently.
@Britopian

23. T H E N E X T M E D I A . C O
BUILD A REAL-
TIME LISTENING
CENTER
(proactive)
TECHNOLOGY
Command Centers can also help you capitalize on what’s
trending so you can create real-time content.
@Britopian

24. T H E N E X T M E D I A . C O
INVEST IN THE
RIGHT
TECHNOLOGY
TECHNOLOGY
There is a multitude of technology vendors in the space.
Ensure that they map to your requirements, not the other
way around.
@Britopian

25. T H E N E X T M E D I A . C O
THE TRANSFORMATION IN A NUTSHELL
…
Team Structure &
Organization
Planning
Content Narrative
& Brand Strategy
PLANNING
Content Execution
& Delivery of
Planned Content
Real-Time
Command Center
Operations
Creative
Newsroom
Deployment
Converged Media
Models
SOCIALBRAND
&CONTENTSTRATEGY
EXECUTION
SOCIALBUSINESS
STRATEGY
Social Business
Center of
Excellence
Enterprise
Collaboration
Identify Roles &
Responsibilities
ENABLEMENT
Content Audit
3rd Party
Research
Internal
Stakeholder
Audits
Enterprise
Collaboration
Technology
Adoption &
Deployment
Content
Governance
Models
Customer &
Employee
Enablement
Cross-team
Collaboration
Multiple
Stakeholder
Alignment
Content,
production &
Analytics
Integration
Workflow
Management
Integration With
Paid Media Team
Technology
Partnerships
(3RD Party
Publishers)
CONTENT
TRANSFORMATION
INFRASTRUCTURE
Employee &
Customer
Advocacy
Content: Your brand
becomes a content
machine and produces
game changing content
day in and day out.
Relevant: Your brand
actually produces content
that changes customer
behavior.
Recent: Your content is
recent and in many
cases, real-time without
the approval bottlenecks.
Omnipresent: Your
content is everywhere –
search, social, word-or
mouth.
Agile: Your brand
becomes a content
organization and has the
ability to produce
compelling content at a
moments notice.
@Britopian

26. T H E N E X T M E D I A . C O
THANK YOU!
Michael Brito
SVP, Social
Strategy
Edelman Digital
@Britopian
@Britopian