Your Brand, the Next Media Company How a Social Business Strategy Enables Better Content, Smarter Marketing and More Effective Customer Relationships

ISBN-10: 0789751615
ISBN-13: 9780789751614
Edition: 2014
Authors: Michael Brito
List price: $25.99
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Description: Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your  More...

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Book details

List price: $25.99
Copyright year: 2014
Publisher: Pearson Education, Limited
Publication date: 10/9/2013
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 1.100
Language: English

Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company – and a winning social business! Social business pioneer Michael Brito covers every step of the process, including:Understanding your social customer and their new worldPlanning your social business and content strategiesBuilding infrastructure and teams, and setting the stage for transformationIdentifying and overcoming the specific content challenges you faceRecognizing the central role content now playsDeveloping your content messageTransitioning from “brand messaging” to high content relevancyMoving from content creation to curation to aggregationSuccessfully integrating paid, earned, and owned media contentDistributing the right content at the right time through the right channels to the right customersMastering the critical new roles of the community manager in your “media company”Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL – delivering specific, powerfully relevant insights you can act on and profit from immediately.

Foreword
Introduction: Why This Book Matters Right Now and for the Next Several Years!
Why I Wrote This Book
How This Book Is Organized
Understanding the External and Internal Landscape
Setting the Stage for Social Business Transformation
Understanding the External and Internal Landscape
Understanding the Social Customer and the Chaotic World We Live In
We Live in a Multi-Screen Economy
CADD (Customer Attention Deficit Disorder) Is Among Us
Relevance Is the Key to Content Consumption
The Customer Journey Is Dynamic
Customers Are Influential
Business Objectives Stay the Same Despite the Changes Externally
Vendor Spotlight-Social Flow
Defining Social Business Strategy and Planning
The Social Media "Bright and Shiny" Object
Social Media Has Caused Internal Business Challenges
Employees' Inappropriate Use of Social Media
Internal Confusion About Roles and Responsibilities
Inconsistent Social Media Measurement Practices
Outdated Crisis Communication Models
Expanding Social Media Programs Globally Without Proper Planning
Disjointed Content and Community Management Practices
The Daunting Task of Technology Selection and Adoption
Nonexistent Content Governance Models
The Three Pillars of Social Business: People, Process, and Platforms
The Social Business Value Creation Model
The Differences Between a Social Brand and a Social Business
Vendor Spotlight-Sprinklr
Setting the Stage for Social Business Transformation
Establishing a Centralized "Editorial" Social Business Center of Excellence
A Lesson from Tesla Motors
Building Your Social Business Center of Excellence (CoE)
The Responsibilities of a Center of Excellence
The Organizational DNA and Team Dynamics
Considerations for Building a Social Business Center of Excellence
How the Center of Excellence Integrates into Your Organization
Vendor Spotlight-Jive
Empowering Employees, Customers, and Partners to Feed the Content Engine
An Overview of Employee Advocacy
Advocacy, Trust, and Credibility Are Synonymous
Employees as Brand Journalists
An Overview of Customer Advocacy
How to Scale and Plan an Enterprise Advocacy Program
Program Infrastructure
Content Strategy
Measurement
Technology
GaggleAMP Helps Scale Employee Advocacy
Napkin Labs Helps Scale Customer Advocacy
Pure Channel Apps and the Channel Partner Content Opportunity
Vendor Spotlight-Expion
Building Your Social Business Command Center
The Strategic Importance of a Social Business Command Center
The Social Business Command Center Framework
How to Build a Social Business Command Center
Discovery
Planning
Implementation
Reporting
Kaizen
Social Business Command Centers in Action
University of Oregon
Cisco Systems
Clemson University
American Red Cross
Gatorade
The New Form of Command Center Operations: Real-Time Marketing
Not Everyone's Onboard with Real-Time
Real-Time Marketing Technology
Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx
HootSuite
MutualMind
PeopleBrowsr
Tickr
Tracx
Understanding the Challenges of Content Marketing
Examples of Brands Taking Content Marketing to the Next Level
Virgin Mobile
American Express
Marriott
L'Or�al
Vanguard
Content Marketing Challenges: What the Experts Say
Nestle Purina
AARP (American Association of Retired Persons)
Kellog
Cisco
Capri Sun
Mindjet
Sears
Kinvey
Ricoh
ArCompany
Content Marketing Challenges: What Does the Data Show?
Moving Past the Content Marketing Buzzword
Vendor Spotlight-Kapost
Developing Your Content Strategy
Defining Your Brand Story and Content Narrative
The Inputs Needed to Build Your Content Narrative
Brand Messaging & Product Benefits
The Non-Business Issues Important to Your Brand
Media Perceptions of the Brand
Community Perceptions of the Brand
Fan Interests
Historical and Current Content Performance
Consumer Search Behavior
Customer Service Pain Points
The Output Should Equal Your "Hero" Content Narrative
Staplifying Your Content Narrative
Vendor Spotlight-Compendium
Building Your Content Channel Strategy
Finding and Preventing Gaps with Your Social Media Channel Strategy
Mapping Your Content Narrative to Social Channels
Building Your Content Tiers by Channel
Laser Focused Storytelling by Channel
Diversifying Your Content Types per Channel
The Importance of Visual Storytelling
The Importance of Long-Form Content When Telling Stories
Search Engine Visibility
Thought Leadership
Striking a Balance Between Long-Form and Short-Form Storytelling
Best Practices for Writing Long-Form Content-It All Starts with the Title
Vendor Spotlight-Contently
The Role of Converged Media in Your Content Strategy
Defining Converged Media
Why Converged Media Is Important to Your Content Strategy
Converged Media Models
Facebook Promoted Posts (News Feed Marketing)
Content Syndication
Earned Media Amplification
The Promise of Real-Time Marketing
Real-Time Marketing Is More Than Just Being in Real Time
The Creative Newsroom
Creative Newsroom 5-Step Activation Process
Creative Newsroom Models
Vendor Spotlight-Newscred
How Content Governance Will Facilitate Media Company Transformation
Defining Content Governance
Building an Effective Collaboration Model
Proactive Content Workflows for Planned and Unplanned Content
Reactive Escalation Workflows and Risk Assessment
Governing New "Brand" Account Creation
Managing the Security of Social Media Passwords
Vendor Spotlight-Spredfast
Structuring Your Teams to Become a Content-Driven Organization
A Quick Lesson in Change Management
Tearing Down the Organizational Silos
Identifying Roles and Responsibilities
Structuring Your Content Organization by Channel
Structuring Your Content Organization by Brand or Product
Structuring Your Content Organization by Region
Stracturing for Converged Media and Real-Time Marketing
Choosing the Right Technology Platforms
Content Marketing Platforms
Social CRM/Content Publishing Platforms
Online Monitoring Vendors
Vendor Spotlight-Skyword
Recruit and Manage Your Writers
Plan Your Content Strategy
Create and Optimize Your Content
Edit and Review Your Content
Promote Your Content Socially
Measure and Analyze the Performance of Your Content
Index

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