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

by Brito, Michael

• ISBN13: 9780789751614
• ISBN10: 0789751615
• Edition: 1st
• Format: Hardcover
• Copyright: 2013-10-09
• Publisher: Que Publishing

Summary

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.

Author Biography

Michael Brito is a Senior Vice President of Social Business Strategy at Edelman Digital. He provides strategic counsel to several of Edelman’s top global accounts and is responsible for delivering social business and content strategy, community management operations and also helps his clients scale social programs globally. Previously, Michael worked for major brands in Silicon Valley including Hewlett Packard, Yahoo!, and Intel Corporation working in various marketing, social media, and community management roles.

 

He is a frequent speaker at several industry conferences as well as a guest lecturer at various universities including UC Berkeley, the University of San Francisco, Stanford University, Syracuse University, Golden Gate University, and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley and teaches social business and strategic social media to undergraduate and graduate students.

 

Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps. Michael is also the author of Smart Business, Social Business: A Playbook For Social Media In Your Organization, which was released in July 2011.

Table of Contents

Section 1: Introduction
1. Understanding the Social Customer and the World They Live In
2. Defining Social Business Planning

 

Section 2: Building the Infrastructure
3. Setting the Stage for Transformation
4. Content Challenges

 

Section 3: The Transformation Process
5. The Role Content Plays In a Command Center
6. Developing the Content Message
7. Establishing the Content Plan
8. From Content Creation to Curation to Aggregation
9. Integrating Paid, Earned And Owned Media Content
10. Distributing Content at the Right Time, In the Right Channel, To the Right Customer

 

Section 4: The Evolution of the Community Manager and Their Role in a Media Company
11. The Early Days of Community Management
12. Community Management Must Be a Strategic Initiative
13. An Overview of Content Technology Vendors