SlideShare a Scribd company logo
1 of 27
Download to read offline
SMART BUSINESS, SOCIAL BUSINESS
                                      A PLAYBOOK FOR SOCIAL MEDIA IN YOUR ORGANIZATION
                                                          MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
                                                             EDELMAN DIGITAL | @BRITOPIAN ON TWITTER




HTTP://THESOCIALBUSINESSBOOK.COM
THE EVOLUTION OF SOCIAL BUSINESS


                                                                                                               2008 to present
            THE EVOLUTION OF SOCIAL BUSINESS

                                                           2003 to present                                                  SOCIAL BUSINESS


            1995 to present                                    SOCIAL BRAND


                 SOCIAL CUSTOMER

        •    Technology Innovation gives customers a   •   Companies and brands join Twitter,           •     Organizations begin humanizing business
             voice                                         Facebook and create corporate blogs                operations
        •    They are Influential                      •   Engage with the social customer in various   •     Organizational models are formed to
        •    Amplified voice across the social web         channels                                           include social media
        •    Google indexing critical conversations    •   Social Media teams are forming slowly        •     Organizational silos are torn down between
             about companies                           •   Small budgets are allocated on a project           internal teams
        •    Social Customers are trusted amongst          basis to social media engagement and         •     Governance models and social media
             their peers as influence grows                community building                                 policies are created
                                                                                                        •     Social becomes an essential attribute of
                                                                                                              organizational culture




@BRITOPIAN ON TWITTER                                                                                       100% of all book royalties are being donated to Not For Sale
HOW DOES THE SOCIAL CUSTOMER BEHAVE?



    • The customer journey is
      dynamic; and always changes
    • Brands need to have multiple
      customer touch points to
      break through the clutter
    • Customers need to hear
      things 3 – 5 times before the
      actually believe (Edelman
      Trust Barometer)




@BRITOPIAN ON TWITTER                  100% of all book royalties are being donated to Not For Sale
THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE



                                                                       Research




                                                                                                                                                E N G A G E M E N T
                                         GOOGLE PRODUCTS & SERVICES




                                                                       Participate
                           MINIMAL PARTICIPATION
                           (FRIENDS, FANS 7 FOLLOWERS




                                                                         Share
              SHARE CONTENT WHEN CONVENIENT
              MAY POST A REVIEW (POSITIVE AND NEGATIVE)




                                                                       Advocacy
 AID AND INFLUENCE THEIR MICROCOMMUNITIES
 DOWN THE PURCHASE FUNNEL THOUGH ORGANIC
 CONVERSATIONS


                                                                      BRAND IMPACT




@BRITOPIAN ON TWITTER                                                            100% of all book royalties are being donated to Not For Sale
THE NEW PURCHASE FUNNEL



    • A brand should build relationships with
      the social customer on order to drive
      advocacy
    • Advocates talk about the brand, even
      when the brand isn’t listening
    • Advocates are trusted among their peers
      and within their micro communities
    • Advocates are aiding and influencing
      others down the purchase funnel
    • The reach of one advocate is minimal; as
      an aggregate, the total reach can make a
      strong business impact




@BRITOPIAN ON TWITTER                            100% of all book royalties are being donated to Not For Sale
DEFINING A SOCIAL BRAND


              A social brand is any company, product, individual, politician that uses social technologies
              in order to communicate with the social customer, their partners and constituencies or the
              general public.




@BRITOPIAN ON TWITTER                                                         100% of all book royalties are being donated to Not For Sale
CHAOS EXISTS IN THE ORGANIZATION TODAY
                                                   TWEETS
                                                   BLOG POSTS
                                                   FACEBOOK
                                                   UPDATES




   LEAKING                                                                        RACISM
   CONFIDENTIAL
   INFORMATION




                        HATE SPEECH




   BASHING
   COMPETITORS
                                      TALKING
                                      SMACK
                                      ABOUT
                                      MANAGEMENT

@BRITOPIAN ON TWITTER                                       100% of all book royalties are being donated to Not For Sale
EMPLOYEES DON’T KNOW HOW TO BEHAVE




@BRITOPIAN ON TWITTER                100% of all book royalties are being donated to Not For Sale
CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
                                                  My team owns the
                                                   Facebook page!!
    Relax … I just
  wanted to post our                             DO YOU UNDERSTAND?
   press release….
MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS




@BRITOPIAN ON TWITTER                 100% of all book royalties are being donated to Not For Sale
MEASUREMENT INCONSISTENCY




@BRITOPIAN ON TWITTER       100% of all book royalties are being donated to Not For Sale
ORGANIZATIONS FOCUSING ON INTERNAL CHANGE




@BRITOPIAN ON TWITTER                100% of all book royalties are being donated to Not For Sale
FROM CHAOS TO GOVERNANCE


                                                 GOVERNANCE MODEL


                                                  Organization             Channel                    Employee                          Technology
       Policies             Guidelines
                                                    Design                 Creation                   Activation                        Deployment

• Legal document      • Guides employee's • Directs the              • Address the        • Process creation for • Enablement
• Addresses             behavior on the         organization to        creation of new,     new, existing          process for internal
  compliance and is     social web              maximize its           external facing      employees that         / external social
  very specific on    • It’s good practice to   structure to ensure    social media         want to engage         applications
  what not to do        co-create guidelines    efficiencies and       channels             externally           • Security & Privacy
• Governs employees     with employees          scale                • Creates consist    • Training modules     • Ensures technology
  behavior            • Moderation policies   • Provides guidance      messaging and        creates an increase    consistency across
• Employees liable      for Facebook,           of ownership for       minimizes customer   in employee            the organization
  for actions           Corporate blogs         the social media job   confusion            proficiency
                                                function




@BRITOPIAN ON TWITTER                                                                   100% of all book royalties are being donated to Not For Sale
ACTIVATING EMPLOYEES TO ENGAGE

                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                          Tools/Technologies

                                                                                                                  Vimeo, YouTube, Twitvid, Qik, Livestream,
                                              Video        Record, upload video: live streaming, Hangouts
                                                                                                                  Ustream, Google+
      Content Creators
                                                                                                                  Instagram, Picplz, Hipstamatic, Flickr,
                          Advanced            Photos       Upload and Tag images
                                                                                                                  Picassa
                                                                                                                  Wordpress, Tumblr, Posterous, Microsoft
                                              Blogs        Write and publish blog content
                                                                                                                  blogs


                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                          Tools/Technologies

                                              Micro        Share product related news, announcements
                                                                                                                  Twitter, Friendfeed
                                              Blogging     within micro blogging platforms
      Conversationalist
                                              Social       Engage in two way dialogue about products,
                          Intermediate                                                                            Facebook, Orkut, Quora, Google+
                                              Networks     events and company news
                                              3rd Party
                                                           Respond to comments in 3rd party blogs                 NA
                                              Blogs


                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                          Tools/Technologies


                                                           Send product related emails to friends, family
                                              Email                                                               NA
         Participant                                       members and colleagues
                          Basic
                                                           Follow @brand and corresponding product
                                              Social
                                                           Twitter handles , “Like” Brand Products on             Facebook, Orkut, Quora, Google+
                                              Networks
                                                           Facebook – RT, Like, Share posts


@BRITOPIAN ON TWITTER                                                                          100% of all book royalties are being donated to Not For Sale
ESTABLISHING A CONTENT LIBRARY




@BRITOPIAN ON TWITTER            100% of all book royalties are being donated to Not For Sale
ESTABLISHING A MEASUREMENT FRAMEWORK


                Financial Impact
                Metrics
                • ROI
                • Paid, Earned, Owned Media Value
                • Purchase Funnel Metrics




                           Non Financial
                           Impact Metrics
                           • Community Health - Growth
                           • Community Health – Membership
                           • Community Health – Engagement
                           • Share of Voice




@BRITOPIAN ON TWITTER                                        100% of all book royalties are being donated to Not For Sale
ESTABLISHING A MEASUREMENT FRAMEWORK


                Financial Impact
                Metrics
                • ROI
                • Paid, Earned, Owned Media Value
                • Purchase Funnel Metrics




                           Non Financial
                           Impact Metrics
                           • Community Health - Growth
                           • Community Health – Membership
                           • Community Health – Engagement
                           • Share of Voice




@BRITOPIAN ON TWITTER                                        100% of all book royalties are being donated to Not For Sale
USHERING IN SOCIAL BUSINESS



    • A social business is built upon three
      pillars – people, process and
      technology
    • Change management and culture
      change is essential in order for
      genuine social business
      transformation to occur
    • Organizations cannot have effective
      external conversations with
      customers unless they can have
      effective, internal conversations
      with each other first




@BRITOPIAN ON TWITTER                         100% of all book royalties are being donated to Not For Sale
SOCIAL BUSINESS DEFINED


              A social business is any organization that has integrated
              and operationalized social media within every job function
              (and process) internally.




@BRITOPIAN ON TWITTER                                 100% of all book royalties are being donated to Not For Sale
BUSINESS & BRAND ALIGNMENT = RESULTS

                                             Programs

                                       Community Management
                                             Marketing
                                          Customer Service
                                          Communications
                                               Events
                                             Campaigns
                                              Advocacy
                                                Crisis




                        SOCIAL BRAND      MEASURABLE                SOCIAL BUSINESS
                          (External)       OUTCOMES                    (Internal)

                                                Training
                                                Process
                                             Collaboration
                                         Organization Models
                                       Research & Development
                                         Policies & Guidelines
                                          Knowledge Sharing
                                                Culture

                                                                          Infographic by @armano
                                           Infrastructure



@BRITOPIAN ON TWITTER                                            100% of all book royalties are being donated to Not For Sale
SOCIAL BUSINESS VALUE CREATION MODEL


                                          Sales
                                        Advocacy
                                    Product Feedback




                                  Social Customer




                                        Value
                                       Creation


          Social Business                              Social Brand


             Brand Enablement                                Engagement
             Product Innovation                           Product Discounts
            Process Improvement                           Relevant Content
                                                       Solving customer issues




@BRITOPIAN ON TWITTER                                                            100% of all book royalties are being donated to Not For Sale
Dallas Social Media Club - Smart Business, Social Business
SOMETIMES IT’S THE SMALL THINGS




@BRITOPIAN ON TWITTER             100% of all book royalties are being donated to Not For Sale
SOMETIMES IT’S THE NOT SO SMALL THINGS




@BRITOPIAN ON TWITTER                    100% of all book royalties are being donated to Not For Sale
SOMETIMES IT’S A BFD



        Over the last 5 days,
      there have been 63,106
         twitter mentions;
     12,3016,338 impressions




@BRITOPIAN ON TWITTER           100% of all book royalties are being donated to Not For Sale
ACTION SPEAKS LOUDER THAN WORDS!
THANK YOU FOR YOUR TIME!




                                     Michael Brito
                                     SVP, Social Business Planning
                                     Edelman Digital
                                     Michael.Brito@edelman.com
                                     @Britopian




  HTTP://THESOCIALBUSINESSBOOK.COM


@BRITOPIAN ON TWITTER                                     100% of all book royalties are being donated to Not For Sale

More Related Content

What's hot

People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)Eric Weaver
 
iStrategy Toronto Wildfire Social Unleashed keynote
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy Toronto Wildfire Social Unleashed keynote
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy
 
Social Media Branding
Social Media BrandingSocial Media Branding
Social Media BrandingDiana Chan
 
Non profit Advantage in Social Media Marketing
Non profit Advantage in Social Media MarketingNon profit Advantage in Social Media Marketing
Non profit Advantage in Social Media MarketingMatthew O'Brien
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Singapore
 
Suzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital MarketingSuzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital Marketingrmannino
 
DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1AiiM
 
The Social Engagement Journey #sm301
The Social Engagement Journey #sm301The Social Engagement Journey #sm301
The Social Engagement Journey #sm301Eric Weaver
 
Growth of Digital Communications
Growth of Digital CommunicationsGrowth of Digital Communications
Growth of Digital CommunicationsJason Ouellette
 
Value of Social Media and Word of Mouth by David Wolff, Fleishman-Hillard
Value of Social Media and Word of Mouth by David Wolff, Fleishman-HillardValue of Social Media and Word of Mouth by David Wolff, Fleishman-Hillard
Value of Social Media and Word of Mouth by David Wolff, Fleishman-HillardFleishman-Hillard
 
Social Media Marketing for Small Business
Social Media Marketing for Small BusinessSocial Media Marketing for Small Business
Social Media Marketing for Small BusinessYuswohady
 
Engage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeEngage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeAcxiom Corporation
 
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media EngagementBootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement4Good.org
 

What's hot (14)

People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)People are the Media (DDB Edmonton Edition)
People are the Media (DDB Edmonton Edition)
 
iStrategy Toronto Wildfire Social Unleashed keynote
iStrategy Toronto Wildfire Social Unleashed keynoteiStrategy Toronto Wildfire Social Unleashed keynote
iStrategy Toronto Wildfire Social Unleashed keynote
 
Social Media Branding
Social Media BrandingSocial Media Branding
Social Media Branding
 
Non profit Advantage in Social Media Marketing
Non profit Advantage in Social Media MarketingNon profit Advantage in Social Media Marketing
Non profit Advantage in Social Media Marketing
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is Caring
 
Suzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital MarketingSuzanne El-Moursi - Digital Marketing
Suzanne El-Moursi - Digital Marketing
 
Walk The Talk
Walk The TalkWalk The Talk
Walk The Talk
 
DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1
 
The Social Engagement Journey #sm301
The Social Engagement Journey #sm301The Social Engagement Journey #sm301
The Social Engagement Journey #sm301
 
Growth of Digital Communications
Growth of Digital CommunicationsGrowth of Digital Communications
Growth of Digital Communications
 
Value of Social Media and Word of Mouth by David Wolff, Fleishman-Hillard
Value of Social Media and Word of Mouth by David Wolff, Fleishman-HillardValue of Social Media and Word of Mouth by David Wolff, Fleishman-Hillard
Value of Social Media and Word of Mouth by David Wolff, Fleishman-Hillard
 
Social Media Marketing for Small Business
Social Media Marketing for Small BusinessSocial Media Marketing for Small Business
Social Media Marketing for Small Business
 
Engage Influencers: The Social Challenge
Engage Influencers: The Social ChallengeEngage Influencers: The Social Challenge
Engage Influencers: The Social Challenge
 
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media EngagementBootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
 

Similar to Dallas Social Media Club - Smart Business, Social Business

Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Michael Brito | Zeno Group
 
Portland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsPortland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsMichael Brito | Zeno Group
 
The Rise of the Social Customer and their Impact on Business
The Rise of the Social Customer and their Impact on BusinessThe Rise of the Social Customer and their Impact on Business
The Rise of the Social Customer and their Impact on BusinessMeltwater Group
 
The Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoThe Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoMichael Brito | Zeno Group
 
Smart Business Social Business by Michael Brito
Smart Business Social Business by Michael BritoSmart Business Social Business by Michael Brito
Smart Business Social Business by Michael BritoEdelman
 
The Rise of the Social Customer and Thier Impact on Business
The Rise of the Social Customer and Thier Impact on BusinessThe Rise of the Social Customer and Thier Impact on Business
The Rise of the Social Customer and Thier Impact on BusinessMichael Brito | Zeno Group
 
The Rise of the Social Customer for Seattle Chamber of Commerce.
The Rise of the Social Customer for Seattle Chamber of Commerce.The Rise of the Social Customer for Seattle Chamber of Commerce.
The Rise of the Social Customer for Seattle Chamber of Commerce.Michael Brito | Zeno Group
 
The Rise of the Social Customer and Thier Impact on Business - Meltwater Group
The Rise of the Social Customer and Thier Impact on Business - Meltwater GroupThe Rise of the Social Customer and Thier Impact on Business - Meltwater Group
The Rise of the Social Customer and Thier Impact on Business - Meltwater GroupMichael Brito | Zeno Group
 
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Michael Brito | Zeno Group
 
How Customers Are Forcing Business To Be More Social
How Customers Are Forcing  Business To Be More SocialHow Customers Are Forcing  Business To Be More Social
How Customers Are Forcing Business To Be More SocialMichael Brito | Zeno Group
 
Bata internet social media branding
Bata   internet social media brandingBata   internet social media branding
Bata internet social media brandingtengku badariah
 
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)Social Fresh Conference
 
Social media for Real Estate brokers
Social media for Real Estate brokersSocial media for Real Estate brokers
Social media for Real Estate brokersCiao Bella Marketing
 
Dixons Top Line Social CRM Study
Dixons Top Line Social CRM StudyDixons Top Line Social CRM Study
Dixons Top Line Social CRM StudyTestify
 

Similar to Dallas Social Media Club - Smart Business, Social Business (20)

Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011
 
Portland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsPortland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdms
 
Blogworld Social Business Slides #BWELA
Blogworld Social Business Slides #BWELABlogworld Social Business Slides #BWELA
Blogworld Social Business Slides #BWELA
 
The Rise of the Social Customer and their Impact on Business
The Rise of the Social Customer and their Impact on BusinessThe Rise of the Social Customer and their Impact on Business
The Rise of the Social Customer and their Impact on Business
 
The Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoThe Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, Reno
 
Creating A Stellar Social Media Strategy
Creating A Stellar Social Media StrategyCreating A Stellar Social Media Strategy
Creating A Stellar Social Media Strategy
 
Smart Business Social Business by Michael Brito
Smart Business Social Business by Michael BritoSmart Business Social Business by Michael Brito
Smart Business Social Business by Michael Brito
 
Social Business Planning for Thomson Reuters
Social Business Planning for Thomson ReutersSocial Business Planning for Thomson Reuters
Social Business Planning for Thomson Reuters
 
The Rise of the Social Customer and Thier Impact on Business
The Rise of the Social Customer and Thier Impact on BusinessThe Rise of the Social Customer and Thier Impact on Business
The Rise of the Social Customer and Thier Impact on Business
 
The Rise of the Social Customer for Seattle Chamber of Commerce.
The Rise of the Social Customer for Seattle Chamber of Commerce.The Rise of the Social Customer for Seattle Chamber of Commerce.
The Rise of the Social Customer for Seattle Chamber of Commerce.
 
The Rise of the Social Customer and Thier Impact on Business - Meltwater Group
The Rise of the Social Customer and Thier Impact on Business - Meltwater GroupThe Rise of the Social Customer and Thier Impact on Business - Meltwater Group
The Rise of the Social Customer and Thier Impact on Business - Meltwater Group
 
Social business webinar for marketing profs
Social business webinar for marketing profs  Social business webinar for marketing profs
Social business webinar for marketing profs
 
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
Smart Business, Social Business: A Playbook for Social Media in Your Organiza...
 
Social Crush Keynote #socialcrush
Social Crush Keynote #socialcrushSocial Crush Keynote #socialcrush
Social Crush Keynote #socialcrush
 
How Customers Are Forcing Business To Be More Social
How Customers Are Forcing  Business To Be More SocialHow Customers Are Forcing  Business To Be More Social
How Customers Are Forcing Business To Be More Social
 
Bata internet social media branding
Bata   internet social media brandingBata   internet social media branding
Bata internet social media branding
 
Social Media - Eric Weaver
Social Media   - Eric WeaverSocial Media   - Eric Weaver
Social Media - Eric Weaver
 
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
How to Build Your Advocate Army — Michael Brito (Social Fresh WEST 2012)
 
Social media for Real Estate brokers
Social media for Real Estate brokersSocial media for Real Estate brokers
Social media for Real Estate brokers
 
Dixons Top Line Social CRM Study
Dixons Top Line Social CRM StudyDixons Top Line Social CRM Study
Dixons Top Line Social CRM Study
 

More from Michael Brito | Zeno Group

IT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoIT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoMichael Brito | Zeno Group
 
PRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionPRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionMichael Brito | Zeno Group
 
Multi-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMulti-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMichael Brito | Zeno Group
 
Multi-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMulti-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMichael Brito | Zeno Group
 
Winning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingWinning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingMichael Brito | Zeno Group
 
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumUsing Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumMichael Brito | Zeno Group
 
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingScaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingMichael Brito | Zeno Group
 
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Michael Brito | Zeno Group
 
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Michael Brito | Zeno Group
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsMichael Brito | Zeno Group
 
The Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoThe Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoMichael Brito | Zeno Group
 
How "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherHow "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherMichael Brito | Zeno Group
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementMichael Brito | Zeno Group
 
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)Michael Brito | Zeno Group
 

More from Michael Brito | Zeno Group (20)

IT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoIT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael Brito
 
PRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionPRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the Competition
 
Multi-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMulti-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopian
 
Multi-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMulti-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @Britopian
 
The Audience Behind Digital Transformation 2019
The Audience Behind Digital Transformation 2019The Audience Behind Digital Transformation 2019
The Audience Behind Digital Transformation 2019
 
The Giving Keys Integrated Marketing Plan 2019
The Giving Keys Integrated Marketing Plan 2019The Giving Keys Integrated Marketing Plan 2019
The Giving Keys Integrated Marketing Plan 2019
 
The Giving Keys: Integrated Marketing Plan
The Giving Keys: Integrated Marketing Plan The Giving Keys: Integrated Marketing Plan
The Giving Keys: Integrated Marketing Plan
 
Winning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingWinning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven Storytelling
 
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumUsing Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
 
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingScaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
 
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
 
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
 
What's Trending Is @You - TEDx Sonoma County.
What's Trending Is @You - TEDx Sonoma County. What's Trending Is @You - TEDx Sonoma County.
What's Trending Is @You - TEDx Sonoma County.
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with Analytics
 
Activating Employees to be Brand Storytellers
Activating Employees to be Brand StorytellersActivating Employees to be Brand Storytellers
Activating Employees to be Brand Storytellers
 
The Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoThe Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael Brito
 
2014 Social CEO Report by CEO.com
2014 Social CEO Report by CEO.com2014 Social CEO Report by CEO.com
2014 Social CEO Report by CEO.com
 
How "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherHow "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand Publisher
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer Engagement
 
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
 

Recently uploaded

Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updateadam112203
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2DianaGray10
 
Scenario Library et REX Discover industry- and role- based scenarios
Scenario Library et REX Discover industry- and role- based scenariosScenario Library et REX Discover industry- and role- based scenarios
Scenario Library et REX Discover industry- and role- based scenariosErol GIRAUDY
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.IPLOOK Networks
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptxHansamali Gamage
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInThousandEyes
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applicationsnooralam814309
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveIES VE
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Muhammad Tiham Siddiqui
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Libraryshyamraj55
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kitJamie (Taka) Wang
 
AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024Brian Pichman
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch TuesdayIvanti
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfTejal81
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechProduct School
 
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Alkin Tezuysal
 
UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4DianaGray10
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxKaustubhBhavsar6
 
The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)codyslingerland1
 

Recently uploaded (20)

Patch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 updatePatch notes explaining DISARM Version 1.4 update
Patch notes explaining DISARM Version 1.4 update
 
UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2UiPath Studio Web workshop series - Day 2
UiPath Studio Web workshop series - Day 2
 
Scenario Library et REX Discover industry- and role- based scenarios
Scenario Library et REX Discover industry- and role- based scenariosScenario Library et REX Discover industry- and role- based scenarios
Scenario Library et REX Discover industry- and role- based scenarios
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx
 
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedInOutage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
Outage Analysis: March 5th/6th 2024 Meta, Comcast, and LinkedIn
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applications
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Library
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kit
 
AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024AI Workshops at Computers In Libraries 2024
AI Workshops at Computers In Libraries 2024
 
March Patch Tuesday
March Patch TuesdayMarch Patch Tuesday
March Patch Tuesday
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
 
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
 
UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4UiPath Studio Web workshop series - Day 4
UiPath Studio Web workshop series - Day 4
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptx
 
The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)The New Cloud World Order Is FinOps (Slideshow)
The New Cloud World Order Is FinOps (Slideshow)
 

Dallas Social Media Club - Smart Business, Social Business

  • 1. SMART BUSINESS, SOCIAL BUSINESS A PLAYBOOK FOR SOCIAL MEDIA IN YOUR ORGANIZATION MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER HTTP://THESOCIALBUSINESSBOOK.COM
  • 2. THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives customers a • Companies and brands join Twitter, • Organizations begin humanizing business voice Facebook and create corporate blogs operations • They are Influential • Engage with the social customer in various • Organizational models are formed to • Amplified voice across the social web channels include social media • Google indexing critical conversations • Social Media teams are forming slowly • Organizational silos are torn down between about companies • Small budgets are allocated on a project internal teams • Social Customers are trusted amongst basis to social media engagement and • Governance models and social media their peers as influence grows community building policies are created • Social becomes an essential attribute of organizational culture @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 3. HOW DOES THE SOCIAL CUSTOMER BEHAVE? • The customer journey is dynamic; and always changes • Brands need to have multiple customer touch points to break through the clutter • Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer) @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 4. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE Research E N G A G E M E N T GOOGLE PRODUCTS & SERVICES Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS BRAND IMPACT @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 5. THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer on order to drive advocacy • Advocates talk about the brand, even when the brand isn’t listening • Advocates are trusted among their peers and within their micro communities • Advocates are aiding and influencing others down the purchase funnel • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 6. DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public. @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 7. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES LEAKING RACISM CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 8. EMPLOYEES DON’T KNOW HOW TO BEHAVE @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 9. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….
  • 10. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 11. MEASUREMENT INCONSISTENCY @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 12. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 13. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Organization Channel Employee Technology Policies Guidelines Design Creation Activation Deployment • Legal document • Guides employee's • Directs the • Address the • Process creation for • Enablement • Addresses behavior on the organization to creation of new, new, existing process for internal compliance and is social web maximize its external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy • Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across • Employees liable for Facebook, of ownership for minimizes customer in employee the organization for actions Corporate blogs the social media job confusion proficiency function @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 14. ACTIVATING EMPLOYEES TO ENGAGE Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Vimeo, YouTube, Twitvid, Qik, Livestream, Video Record, upload video: live streaming, Hangouts Ustream, Google+ Content Creators Instagram, Picplz, Hipstamatic, Flickr, Advanced Photos Upload and Tag images Picassa Wordpress, Tumblr, Posterous, Microsoft Blogs Write and publish blog content blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Micro Share product related news, announcements Twitter, Friendfeed Blogging within micro blogging platforms Conversationalist Social Engage in two way dialogue about products, Intermediate Facebook, Orkut, Quora, Google+ Networks events and company news 3rd Party Respond to comments in 3rd party blogs NA Blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Send product related emails to friends, family Email NA Participant members and colleagues Basic Follow @brand and corresponding product Social Twitter handles , “Like” Brand Products on Facebook, Orkut, Quora, Google+ Networks Facebook – RT, Like, Share posts @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 15. ESTABLISHING A CONTENT LIBRARY @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 16. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 17. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 18. USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 19. SOCIAL BUSINESS DEFINED A social business is any organization that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 20. BUSINESS & BRAND ALIGNMENT = RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 21. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 23. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 24. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 25. SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  • 26. ACTION SPEAKS LOUDER THAN WORDS!
  • 27. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM @BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale