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

Book Description

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.

    Table of Contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Praise for Your Brand, The Next Media Company
    5. Table of Contents
    6. Foreword
    7. About the Author
    8. Dedication
    9. Acknowledgments
    10. We Want to Hear from You!
    11. Reader Services
    12. Introduction: Why This Book Matters Right Now and for the Next Several Years!
      1. Why I Wrote This Book
      2. How This Book Is Organized
    13. Section I: Understanding the External and Internal Landscape
      1. Chapter 1: Understanding the Social Customer and the Chaotic World We Live In
      2. Chapter 2: Defining Social Business Strategy and Planning
      3. 1. Understanding the Social Customer and the Chaotic World We Live In
        1. We Live in a Multi-Screen Economy
        2. CADD (Customer Attention Deficit Disorder) Is Among Us
        3. Relevance Is the Key to Content Consumption
        4. The Customer Journey Is Dynamic
        5. Customers Are Influential
        6. Business Objectives Stay the Same Despite the Changes Externally
        7. Vendor Spotlight—Social Flow
      4. 2. Defining Social Business Strategy and Planning
        1. The Social Media “Bright and Shiny” Object
        2. Social Media Has Caused Internal Business Challenges
        3. The Three Pillars of Social Business: People, Process, and Platforms
        4. The Social Business Value Creation Model
        5. The Differences Between a Social Brand and a Social Business
        6. Vendor Spotlight—Sprinklr
    14. Section II: Setting the Stage for Social Business Transformation
      1. Chapter 3: Establishing a Centralized “Editorial” Social Business Center of Excellence
      2. Chapter 4: Empowering Employees, Customers, and Partners to Feed the Content Engine
      3. Chapter 5: Building Your Social Business Command Center
      4. Chapter 6: Understanding the Challenges of Content Marketing
      5. 3. Establishing a Centralized “Editorial” Social Business Center of Excellence
        1. A Lesson from Tesla Motors
        2. Building Your Social Business Center of Excellence (CoE)
        3. Vendor Spotlight—Jive
      6. 4. Empowering Employees, Customers, and Partners to Feed the Content Engine
        1. An Overview of Employee Advocacy
        2. Advocacy, Trust, and Credibility Are Synonymous
        3. An Overview of Customer Advocacy
        4. How to Scale and Plan an Enterprise Advocacy Program
        5. GaggleAMP Helps Scale Employee Advocacy
        6. Napkin Labs Helps Scale Customer Advocacy
        7. Pure Channel Apps and the Channel Partner Content Opportunity
        8. Vendor Spotlight—Expion
      7. 5. Building Your Social Business Command Center
        1. The Strategic Importance of a Social Business Command Center
        2. The Social Business Command Center Framework
        3. How to Build a Social Business Command Center
        4. Social Business Command Centers in Action
        5. The New Form of Command Center Operations: Real-Time Marketing
        6. Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx
      8. 6. Understanding the Challenges of Content Marketing
        1. Examples of Brands Taking Content Marketing to the Next Level
        2. Content Marketing Challenges: What the Experts Say
        3. Content Marketing Challenges: What Does the Data Show?
        4. Moving Past the Content Marketing Buzzword
        5. Vendor Spotlight—Kapost
    15. Section III: Developing Your Content Strategy
      1. Chapter 7: Defining Your Brand Story and Content Narrative
      2. Chapter 8: Building Your Content Channel Strategy
      3. Chapter 9: The Role of Converged Media in Your Content Strategy
      4. Chapter 10: How Content Governance Will Facilitate Media Company Transformation
      5. Chapter 11: Structuring Your Teams to Become a Content-Driven Organization
      6. 7. Defining Your Brand Story and Content Narrative
        1. The Inputs Needed to Build Your Content Narrative
        2. The Output Should Equal Your “Hero” Content Narrative
        3. Simplifying Your Content Narrative
        4. Vendor Spotlight—Compendium
      7. 8. Building Your Content Channel Strategy
        1. Finding and Preventing Gaps with Your Social Media Channel Strategy
        2. Mapping Your Content Narrative to Social Channels
        3. Building Your Content Tiers by Channel
        4. Laser Focused Storytelling by Channel
        5. Diversifying Your Content Types per Channel
        6. The Importance of Visual Storytelling
        7. The Importance of Long-Form Content When Telling Stories
        8. Striking a Balance Between Long-Form and Short-Form Storytelling
        9. Best Practices for Writing Long-Form Content—It All Starts with the Title
        10. Vendor Spotlight—Contently
      8. 9. The Role of Converged Media in Your Content Strategy
        1. Defining Converged Media
        2. Why Converged Media Is Important to Your Content Strategy
        3. Converged Media Models
        4. The Promise of Real-Time Marketing
        5. Real-Time Marketing Is More Than Just Being in Real Time
        6. The Creative Newsroom
        7. Vendor Spotlight—Newscred
      9. 10. How Content Governance Will Facilitate Media Company Transformation
        1. Defining Content Governance
        2. Building an Effective Collaboration Model
        3. Proactive Content Workflows for Planned and Unplanned Content
        4. Reactive Escalation Workflows and Risk Assessment
        5. Governing New “Brand” Account Creation
        6. Managing the Security of Social Media Passwords
        7. Vendor Spotlight—Spredfast
      10. 11. Structuring Your Teams to Become a Content-Driven Organization
        1. A Quick Lesson in Change Management
        2. Tearing Down the Organizational Silos
        3. Identifying Roles and Responsibilities
        4. Structuring Your Content Organization by Channel
        5. Structuring Your Content Organization by Brand or Product
        6. Structuring Your Content Organization by Region
        7. Structuring for Converged Media and Real-Time Marketing
        8. Choosing the Right Technology Platforms
        9. Vendor Spotlight—Skyword
    16. Index