Your Brand, The Next Media Company

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

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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.
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Product details

  • Hardback | 272 pages
  • 160.02 x 231.14 x 22.86mm | 498.95g
  • Que Corporation,U.S.
  • Indianapolis, IN, United States
  • English
  • 0789751615
  • 9780789751614
  • 754,896

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


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


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'Oreal 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


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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Review quote

"In the social world, content rules. Michael's book makes the case that in order for brands to thrive in this brave new world, brands must become media companies."

-Pete Cashmore, Founder and CEO of Mashable

"Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing."

-Elisa Steele, Chief Marketing Officer, Skype

"An intelligently structured narrative that's peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO."

-Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

"Looking to use social business strategy to build your brand into a thriving media company? Michael Brito's new book holds the key. For practical, tactical inspiration, read on."

-Claire Diaz-Ortiz, Social Innovation, Twitter

"A must read if you are serious about using social business strategy to transform your brand into a media company!"

-Mei Lee, Vice President, Digital Marketing, Conde Nast

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context."

-Ann Handley, Chief Content Officer, MarketingProfs

"Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy."

-Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)
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About Michael Brito

Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalize content strategy, scale community management, and integrate paid, earned, and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, influential brands in Silicon Valley, such as Hewlett Packard, Yahoo, and Intel, where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans, and followers into brand advocates and storytellers.

Michael is a frequent speaker at industry conferences, as well as a guest lecturer at various universities including the University of California, 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 teaching social business and strategic social media.

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 is also the author of Smart Business, Social Business: A Playbook for Social Media In The Organization, which was released in July 2011. He proudly served eight years in the United States Marine Corps.
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Rating details

45 ratings
3.68 out of 5 stars
5 24% (11)
4 38% (17)
3 24% (11)
2 9% (4)
1 4% (2)
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