Your Brand: The Next Media Company

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Your Brand: The Next Media Company will be released in October 2013. You can pre-order now on Amazon -

Transcript of Your Brand: The Next Media Company

  • T H E N E X T M E D I A . C O Your Brand: The NextMedia CompanyBy Michael BritoHow Social Business Strategy Enables Better Content,Smarter Marketing And More Effective Customer Relationships
  • T H E N E X T M E D I A . C O THE BOOK IN A NUTSHELL Team Structure &Organization!Planning!Content Narrative!& Brand Strategy!PLANNINGContent Execution& Delivery ofPlanned Content!Real-TimeCommand CenterOperations!CreativeNewsroomDeployment!Converged MediaModels!SOCIALBRAND"&CONTENTSTRATEGYEXECUTIONSOCIALBUSINESS"STRATEGYSocial BusinessCenter ofExcellence!!EnterpriseCollaboration!!Identify Roles &Responsibilities!ENABLEMENTContent Audit!!3rd PartyResearch!!InternalStakeholder!Audits!!EnterpriseCollaboration!TechnologyAdoption &Deployment!!ContentGovernanceModels!!Customer &EmployeeEnablement!Cross-teamCollaboration!!MultipleStakeholderAlignment!!Content,production &AnalyticsIntegration!WorkowManagement!!Integration WithPaid Media Team!!TechnologyPartnerships(3RD PartyPublishers)!MEDIA COMPANYTRANSFORMATIONINFRASTRUCTUREEmployee &CustomerAdvocacy!Content: Your brandbecomes a contentmachine and producesgame changing contentday in and day out.!!Relevant: Your brandproduces quality contentthat changes customerbehavior. !!Recent: Your content isrecent and in manycases, real-time withoutthe approval bottlenecks.!!Omnipresent: Yourcontent is everywhere search, social, word-ormouth.!!Agile: Your brandbecomes a contentorganization and has theability to producecompelling content at amoments notice. !
  • T H E N E X T M E D I A . C O There is a content surplusand attention decit. Whatis your brand doing tostand out?In 2012, Google in partnership with market analysts Ipsos and Sterling Brands,released a study titled, The New Multi-screen World: Understanding Cross-Platform Consumer Behavior which reported that 90% of consumers movebetween multiple devices to accomplish a specic task, whether thats onsmartphones, PCs, tablets or TV. Thats 9 out of 10 people who have more thanone device for content consumption.The study revealed that while a lot of market attention is being focused onsmartphone usage, this device isnt used for media consumption as much asthe others - 17 minutes per session, compared to 30 minutes on tablets, 39minutes on PCs and the 43 minutes watching TV.However, while smartphones may have the shortest usage times they are themostly used as a starting point when consumers begin a specic task. Googlecalls it sequential screening or device usage. Simultaneous screening ismultiple device usage at the same time either for an related or unrelatedactivity.More specically, the study found that 9 out of 10 consumers use multiplescreens sequentially so starting a specic task like searching for a product orservice, booking a ight online or managing personal nances doesnt justhappen on one device. Actually, 98% of the consumers surveyed movebetween devices to nish what they started earlier in the day. Withsimultaneous device usage, the study found that TV is no longer front andcenter commanding our undivided attention, with 77% watching TV while usinganother device to perform random tasks. In many cases consumers use theirsmartphones or tablets to search for something they just watched on TV.Sounds a lot like my daily behavior if you ask me.What does this mean for your brand?WE LIVE IN A MULTI-SCREENECONOMYTweetable MomentChap. 1Understanding The Social Customer And The Chaotic World They We Live In
  • T H E N E X T M E D I A . C O Consumers want relevance. I want relevance and you wantrelevance. We are inundated daily with content and media thatwe just dont care about and its the sole reason why we createrelevance lters. Its the only we can pay attention to anything.Several years ago when I was planning to renance my home,I remember driving down the freeway and seeing billboardafter billboard after billboard of nancial institutions advertisingtheir interest rates. I heard radio advertisements, read statusupdates, overheard conversations in the ofce and evennoticed display ads from Quicken Loans all over the web. Youmay have experienced something similar when you were in themarket to buy a new car or digital camera and noticed all therelevant advertisements that commanded your attention. Thefunny thing is, the very minute after I renanced my home;each and every one of those brand messages went away. Butthe reality is that they didnt really go away. They just werentrelevant to me anymore. My lters went back up and I movedon to what was relevant to me next.Relevance is understandingwhat your customers areinterested in and decidingwhat you want to say thatadds value to that interest.Relevance is understanding what your customers areinterested in and deciding what you want to say that addsvalue to that interest and conversation.The difculty with this is creating a content strategy thatconsiders whats important to your customers and at the sametime, stays true to your brand promise. In other words, if youwork for a manufacturing company, I dont foresee cereal orjewelry being a part of your content strategy unless of courseyou are a cereal or jewelry manufacturer. What you will have todo is create a set of editorial guidelines that will determine howexible you want to be with your content based on what yourbrand is comfortable talking about and what its notcomfortable talking about. I will get into this in great detail laterin the book.However, its not that difcult identifying what is relevant to yourcustomers or what interests them when they are not talking withyou directly. You probably already have a demographic prolethat gives you the basics so thats a start. And I am sure youhave done some research using focus groups or surveys. AndFacebook Insights does give additional information about yourcommunities basic interest graph, but there is so much more.The challenge you will have is capturing the attention of yourcustomers with highly relevant, game-changing content. This isno easy task. The fact that there is a content and media surpluscoupled with an attention decit, your brand must create theright story and tell it at the right time, in the right channel and tothe right customer.THERE IS AN ATTENTIONDEFICITChap. 1Understanding The Social Customer And The Chaotic World They We Live In
  • T H E N E X T M E D I A . C O How many times have you posted a status update about a negativeexperience that you had with a particular brand? Perhaps it was asituation with your cable company, a restaurant or maybe an airline.Or better yet, how many times have you read a Facebook statusupdate from a trusted friend in your community about their negativeexperience with a brand? Did they inuence you to not use thatproduct or service or do you just ignore it? I see theseconversations daily on Facebook and Twitter. If someone isntranting about a certain brand they hate, they are enthusiasticallypraising the brands they love. So in this case, you either inuenceothers or are inuenced by others. I have been on both sides of theeld and proud to say that I trust the recommendations of people inmy community and hope they trust me.Inuence a hot topic these days especially with the emergence ofinuencer scoring systems like Klout, Kred, Peer Index and Flow140, (an Edelman product). Andrew Grill, CEO of inuencer platformKred says that inuencers dont necessarily have to be celebrities,they can be anyone that has a respected opinion about any topic ina community and people look up to, and trust.This couldnt be more true. And, the reality is that all of yourcustomers are inuential regardless of how many friends, fans orfollowers they have. No, they probably dont obsess over their Kloutscore or have meltdowns when their score goes down, but they aredenitely inuencing others to buy your products and in some casesto not buy your products. And, they are doing this through organicand everyday conversations both online and ofine.of consumers go online and doadditional research about aproduct or service after getting arecommendation about it.85%EVERY CUSTOMER ISINFLUENTIALChap. 1Understanding The Social Customer And The Chaotic World They We Live In
  • T H E N E X T M E D I A . C O Every company is a media company. This is whatTom Foremski, publisher of tech blog Silicon ValleyWatcher has been saying for years now, probablysince 2005 or so. And while I agree in concept, Ialso agree that most PR and marketing people stillmeddle and produce corporate marketing speakas Tom wrote in a blog post in 2012. They stilldont get it.So maybe every company isnt a media company,quite yet. Maybe its an unforeseen opportunitythat many companies have yet to realize. Perhapssaying that they need to evolve into a mediacompany is more accurate.Richard Edelman, CEO of Edelman PublicRelations has also gone on the record to say thisas well. Most recently in his 6 A.M. blog post, titledOur Time To Lead, he said that PR must take thelead on this evolution and that every companyshould be a media company and generatecontent that can be shared across the onlineecosystem.While every company should try and make this areality, most either dont realize it, resist it or haveno clue on how to make it happen.WHY DOES MY BRANDNEED TO BE A MEDIACOMPANY?Red Bull has done what very few other brands have been able to do successfully -become a media company. If you go to, put your thumb over the logoand scan the page youll see that their site looks similar to Its lled withashy headlines, visual imagery with both videos and photos of epic sportingevents. Thats what Red Bull is known for."Thats their sto