Chapter 1: Understanding The Social Customer And The Chaotic World They We Live In


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Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel. With emergence of multiple screens, new social platforms and networks or the fact that many customers, including me, suffer from CADD (Consumer Attention Deficit Disorder); it’s very difficult to get your brand heard, seen or interacted with; and almost impossible to be talked about.

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Chapter 1: Understanding The Social Customer And The Chaotic World They We Live In

  1. 1. T H E N E X T M E D I A . C O 1Understanding The SocialCustomer And TheChaotic World They WeLive InCHAPTER ONEBy Michael Brito
  2. 2. 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!WorkflowManagement!!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. !
  3. 3. T H E N E X T M E D I A . C O There is a content surplusand attention deficit. 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 specific task, whether that’s onsmartphones, PCs, tablets or TV. That’s 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 isn’t 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 specific task. Googlecalls it sequential screening or device usage. Simultaneous screening ismultiple device usage at the same time either for an related or unrelatedactivity.More specifically, the study found that 9 out of 10 consumers use multiplescreens sequentially so starting a specific task like searching for a product orservice, booking a flight online or managing personal finances doesn’t justhappen on one device. Actually, 98% of the consumers surveyed movebetween devices to finish 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-SCREENECONOMY“Tweetable MomentChap. 1Understanding The Social Customer And The Chaotic World They We Live In
  4. 4. T H E N E X T M E D I A . C O Chap. 1Understanding The Social Customer And The Chaotic World They We Live In With simultaneous device usage, the study found that television isno longer front and center commanding our undivided attention,with 77% watching the tube while using another device to performrandom tasks. In many cases consumers use their smartphones ortablets to search for something they just watched during a televisionshow or check emails during the commercial. Sounds a lot like mybehavior if you ask me.So what does this study mean for you and your brand? As youcreate content, whether it be videos, photography, Infographics orsimply the development of a website’s user interface, you must takeinto consideration the number of devices, screens and operatingsystems in the marketplace and optimize for each one. This is ahuge shift even from just a few years ago when you only had toworry about different screen resolutions on computers.Additionally, given the dynamic nature of consumers’ device usage, you must also ensure that there is a level of consistency in theway you tell your brand story. All successful brands have an amazing story to tell. From the brand identity, to the website and blog,the Facebook page and the content you share on it; each piece of content needs to contribute a chapter to that story. Successfulstories allow customers to connect with you emotionally. Once that connection is made, those customers are more likely to chooseyour brand over the one that doesn’t have a story to tell or has one that’s disjointed, confusing, boring or doesn’t align to theirinterests.TOMS and Zappos are two brands that do this extremely well. In TOM’S case, most consumers knowthat for every pair of shoes purchased, a pair is donated to a child in need. When they sell a pair ofeyewear, part of the profit is used to save or restore the eyesight for people in third-world countries.That’s their story and they stick to it everywhere they have presence online. Customers feel goodwhen they purchase a pair of TOMS shoes and they tell others about it too. The Zappos story is all about the culture of customer service and delivering happiness to each oftheir 24+ million customers. It’s not only a great story but it’s very simple to communicate to othersand Zappos does that extremely well. It’s also true. If you ever have an issue with a Zappos productand tweet about it, an army of Zappos employees will respond to you and ask how they can help.
  5. 5. 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 don’t care about and it’s the sole reason why we createrelevance filters. It’s the only we can pay attention to anything. Several years ago when I was planning to refinance my home,I remember driving down the freeway and seeing billboardafter billboard after billboard of financial institutions advertisingtheir interest rates. I heard radio advertisements, read statusupdates, overheard conversations in the office 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 refinanced my home;each and every one of those brand messages went away. Butthe reality is that they didn’t really go away. They just weren’trelevant to me anymore. My filters 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 difficulty with this is creating a content strategy thatconsiders what’s important to your customers and at the sametime, stays true to your brand promise. In other words, if youwork for a manufacturing company, I don’t 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 howflexible you want to be with your content based on what yourbrand is comfortable talking about and what it’s notcomfortable talking about. I will get into this in great detail laterin the book. However, it’s not that difficult identifying what is relevant to yourcustomers or what interests them when they are not talking withyou directly. You probably already have a demographic profilethat gives you the basics so that’s 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 deficit, 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
  6. 6. 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 influence you to not use thatproduct or service or do you just ignore it? I see theseconversations daily on Facebook and Twitter. If someone isnt’ranting about a certain brand they hate, they are enthusiasticallypraising the brands they love. So in this case, you either influenceothers or are influenced by others. I have been on both sides of thefield and proud to say that I trust the recommendations of people inmy community and hope they trust me. Influence a hot topic these days especially with the emergence ofinfluencer scoring systems like Klout, Kred, Peer Index and Flow140, (an Edelman product). Andrew Grill, CEO of influencer platformKred says that influencers 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 influential regardless of how many friends, fans orfollowers they have. No, they probably don’t obsess over their Kloutscore or have meltdowns when their score goes down, but they aredefinitely influencing 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 offline.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
  7. 7. T H E N E X T M E D I A . C O Chap. 1Understanding The Social Customer And The Chaotic World They We Live In Earlier in this chapter, I talked about the need for you to create relevant content in order for reach consumers with CADD (Customer AttentionDeficit Disorder). The challenge with this is that what might be relevant today may not necessarily be relevant tomorrow. And to complicate it alittle further, what might be relevant an hour ago may not be relevant right now. Attention is finite and you don’t have a lot of time to get yourmessage in front of the masses. Social Flow addresses this issue head on.@britopianFEATURED VENDOR
  8. 8. T H E N E X T M E D I A . C O TABLE OF CONTENTSChapter 1:Understanding The Social Customer And The Chaotic World They We Live In •  We Live In A Multi-Screen Economy•  CADD (Content Attention Deficit Order) is Among Us•  Relevance Is the Key To Content Consumption•  The Customer Journey Is Dynamic And They Are Unpredictable•  Customers Are Influential•  Business Objectives Stay The Same Despite The Changes Externally•  Vendor Spotlight - Social Flow Chapter 2: "Defining Social Business Strategy & Planning •  The Social Media “Bright & Shiny” Object•  Social Media Has Caused Internal Business Challenges•  The Three Pillars of Social Business - People, Process Platforms•  The Social Business Value Creation Model•  The Differences Between A Social Brand And A Social Business•  Vendor Spotlight - SprinklrSection 1: Understanding The External & Internal Landscape
  9. 9. T H E N E X T M E D I A . C O TABLE OF CONTENTSChapter 3: "Establishing A Social Business Center Of Excellence •  A Lesson From Tesla Motors•  The Establishment Of A Social Business Center of Excellence (CoE)•  The Responsibilities of a Center Of Excellence•  Considerations For Building A Social Business Center of Excellence•  The Organizational DNA And Team Dynamics•  How The Center of Excellence Integrates Within Your Organization•  Vendor Spotlight - Jive Chapter 4: 
Using Employees, Customers And Partners To FeedThe Content Engine •  How To Scale And Plan An Enterprise Advocacy Program•  GaggleAMP Helps Scale Employee Advocacy•  Napkin Labs Helps Scale Customer Advocacy•  Pure Channel Apps And The Channel Partner Content Opportunity•  Vendor Spotlight - ExpionChapter 5: "Building Your Social Business Command Center •  The Strategic Importance Of A Social Business Command Center•  Social Business Command Centers In Action•  The New Form of Command Center Operations: Real-time Marketing•  How To Build A Social Business Command Center•  The Social Business Command Center Framework•  Vendor(s) Spotlight: Hootsuite, Tracx, Mutual Mind, PeopleBrowsr, Tickr,Social Flow Chapter 6:"Understanding The Challenges Of Content Marketing •  Examples of Brands Taking Content Marketing To The Next Level•  Content Marketing Challenges: What Do The Experts Say?•  Content Marketing Challenges From The Data•  Moving Past The Content Marketing Buzzword•  Vendor Spotlight - KapostSection 2: Setting The Stage For Social Business Transformation
  10. 10. T H E N E X T M E D I A . C O TABLE OF CONTENTSChapter 7: "Defining Your Story & Content Narrative •  The Inputs Needed To Build Your Content Narrative•  The Outputs Should Equal Your “Hero” Content Narrative•  Simplifying Your Content Narrative•  Vendor Spotlight - Compendium Chapter 8: "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•  Using One Channel For One Purpose•  Diversifying Your Content Types Per Channel•  Best Practices For Writing Blog Content - It All Starts With The Title•  The Importance of Visual Storytelling•  Vendor Spotlight – ContentlyChapter 9: The Role of Converged Media in Your Content Strategy•  Defining Converged Media•  Why Converged Media Is Important To Your Content Strategy•  Converged Media Modeling•  The Promise of Real-time Marketing•  Real-time Marketing Is More Than Just Being Real-time•  Edelman’s Creative Newsroom•  Creative Newsroom 5-Step Activation•  Creative Newsroom Models•  Vendor Spotlight - NewscredChapter 10: "How Content Governance Will Facilitate MediaCompany Transformation •  Defining Content Governance•  Building An Internal Collaboration Model•  Proactive Content Workflows (Planned & Unplanned Content)•  Reactive Escalation Workflows & Risk Assessment•  Managing New ‘Brand’ Account Creation•  Managing The Security of Social Media Passwords•  Vendor Spotlight - Spredfast Chapter 11:Structuring Your Teams to Become a Content DrivenOrganization •  The Quick Lesson In Change Management•  Tearing Down The Organizational Silos•  Identifying Roles & Responsibilities•  Structuring Your Content Organization By Channel•  Structuring Your Content Organization By Brand/Product•  Structuring Your Content Organization By Region•  Structuring For Converged Media & Real-time Marketing•  Vendor Spotlight - SkywordSection 3: Developing Your Content Strategy
  11. 11. T H E N E X T M E D I A . C O VENDORSVendor Platforms Discussed In This Book
  12. 12. T H E N E X T M E D I A . C O BRANDSBrands Discussed In This Book
  13. 13. T H E N E X T M E D I A . C O THE AUTHORMichael Brito is a Senior Vice President of SocialBusiness Strategy at Edelman Digital. He providesstrategic counsel to several of Edelman’s topaccounts and is responsible for delivering contentand social strategy, community managementoperations and helping his clients scale their socialprograms globally. Previously, Michael worked formajor brands in Silicon Valley to include HewlettPackard, Yahoo! and Intel Corporation working invarious marketing, social media and communitymanagement roles. He is a frequent speaker at industry conferences aswell as a guest lecturer at various universitiesincluding UC Berkeley, the University of SanFrancisco, Stanford University, Syracuse University,Golden Gate University and Saint Mary’s College ofCalifornia. He is also an Adjunct Professor at SanJose State University and UC Berkeley teachingsocial business and strategic social media. Michael has a Bachelor of Arts in Business fromSaint Mary’s College of California and a Master ofScience, Integrated Marketing Communications fromGolden Gate University. He proudly served eightyears in the United States Marine Corps. Michael’sprevious book, Smart Business, Social Business: APlaybook for Social Media in Your Organizations,was released in July 2011 and is available inbookstores and Amazon.Michael Brito"SVP, Social StrategyEdelman Digital@BritopianNow available for pre-order!
  14. 14. T H E N E X T M E D I A . C O EARLY REVIEWSJascha Kaykas-Wolff, "CMO, Mindjet@kaykas There’s a difference between being a thought-leader and a do-leader. Thought leaders can tell you what you should be doing,but often have no practical, real-world experience translatingthought into action. Do-leaders, on the other hand, are seasonedprofessionals who base their advice on what they’veaccomplished and failed at -- a huge value add for anyorganization. Michael Brito, Senior Vice President of SocialBusiness Strategy at Edelman Digital, is the epitome of a do-leader.In his book, Your Brand: The Next Media Company, he conciselybreaks down one of the biggest challenges brands face today:developing, and more importantly living, their content strategy. Bydeftly tying team roles and responsibilities to the management ofconverged media programs, he takes a three-dimensional view ofcontent strategy that’s usually missed out on by leaders who pushfor ideals over ideas. And unlike some tell-all handbooks with littleto offer besides tired to-do lists and recycled suggestions, hedoes it through intelligently-structured narrative that’s pepperedwith applicable, pragmatic advice. Your Brand belongs on thebookshelf of every CMO.
  15. 15. T H E N E X T M E D I A . C O EARLY REVIEWSA must read if you are serious aboutusing social business strategy totransform your brand into a mediacompany!Mei Lee "Vice President, "Digital Marketing"Conde NastMichael Brito brilliantly dissects how toachieve social media success throughtechniques of the Mad Men era manipulatedin to the age of Twitter and Facebook.Discover your audience and the power ofvirtual brand ambassadors, while learninghow to successfully manage your onlinepresence and maximize your exposure withquality content.Kinsey SchofieldTV Personality, Journalist"@KinseySchofieldBrito has written a practical and thoroughlyengaging book for brands looking toeffectively launch a sustainable socialbusiness strategy. Whether early in theprocess or evolving your current approach,Britos holistic view provides actionableinsights to help you navigate both theinternal and external challenges we all face.I recommend this book to anyone who wantstheir brand to remain relevant in a worldwhere meaningful and authentic connectionswith social customers are now tables stakes!Amy Kavanaugh "Vice President "Public Affairs"Taco Bell / YUM BrandsIn the social world, content rules. Michaelsbook makes the case that in order for brands tothrive in this brave new world, brands mustbecome content creatorsPete CashmoreCEO, Mashable@Mashable
  16. 16. T H E N E X T M E D I A . C O Social media is causing a fundamental shift inthe structure of business - both internally andexternally. At this tumultuous time, Your Brand:The Next Media Company provides a clearroad map to guide your organization throughthe decisions you need to make NOW toensure you stay relevant and evolve into amedia company.EARLY REVIEWSThis is a great read for anyone who wants tounderstand and learn how to overcome thechallenges of content marketing. And isn’tthat all of us today?Elisa Steele, "CMO Skype Division"Microsoft@elisasteeleAn incredibly accurate assessment of thesocial customer and the challenges we facetoday in garnering their attention. Britocaptures the very essence of what it takes forbrands to cultivate awareness and loyalty intodays saturated content marketplace. Packedwith first-hand knowledge from tenuredmarketing and agency executives, this text is amust-read for anyone invested in tackling thecontent marketing space and making a trueimpact on the industry and, most importantly,the consumer.Shafqat IslamCEO NewsCred@shafqatislamJoshua March"CEO, ConverSocial"@joshuamarchEvery company is a media company, nomatter your business model. I’ve beenpreaching this for over 7 years, and MichaelBrito offers one of the most lucid and usefulresources on the topic yet. Buy this book,you won’t regret it.Brian Clark"CEO Copyblogger Media@Copyblogger
  17. 17. T H E N E X T M E D I A . C O Content Marketing is no longer just a concept,it’s a way of business. Whether you are smallbusiness, nonprofit or a large corporation youneed to read this book to learn the why and thehow to setup your organization to become amedia company. Michael Brito’s experienceand his collection of experts are second tonone and provide expansive and detailsapproaches that are applicable to everyone.EARLY REVIEWSThe future of digital media is alive andwell and its you. In Your Brand: TheNext Media Company, Michael Britoprovides a clear roadmap fortransforming your business into a morerelevant, social and meaningful mediacompany. He has followed up a fantasticbook on social business with a roadmapfor transforming your company into anagile, ubiquitous and relevant contentmachine; and he covers all bases fromsocial business to content marketing tostructuring your organization forsuccess.Lee Odden, "Author of Optimize"CEO TopRank@LeeOddenAdam HirschSenior Vice PresidentEdelman Digital"Prior COO of Mashable@AdamHirschIn Your Brand: The Next Media Company,Michael Brito puts the content marketingconversation into a necessary, neededcontext. He explains how some fundamentalshifts in the way consumers makepurchasing decisions changes everythingfor brands, and why the smartest brandsshould listen up!Ann HandleyChief Content Officer, MarketingProfs@MarketingProfsYes, we are all media companies now...butso many brands dont know how to makethis important transition. Take this book, readit and put it under your pillow. This book willtransform your marketing from "also ran" todominating your informational niche. Now isthe time!Joe Pulizzi"Founder, Content Marketing Institute "Author, Epic Content Marketing@juntajoe