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From Social Business to Social Brand: Syracuse University
 

From Social Business to Social Brand: Syracuse University

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I presented these slides to the awesome students at Newhouse School of Public Communications at Syracuse University.

I presented these slides to the awesome students at Newhouse School of Public Communications at Syracuse University.

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  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?

From Social Business to Social Brand: Syracuse University From Social Business to Social Brand: Syracuse University Presentation Transcript

  • From Social Business
    to Social Brand
    Michael Brito, Vice President, Edelman Digital
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • First, the definitions …. “The Social Customer”
    • Growing Influence
    • Amplified Reach
    • Has high expectations
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • First, the definitions …. “The Social Customer”
    The Informed
    (e.g. research products online)
    Discovery:
    Active (Google)
    Passive (Social RSS)
    The Participant
    (e.g. participate in a brand experience)
    The Opinion Sharer
    (e.g. post review)
    Participation:
    Fanning, following, liking
    Sharing:
    Easy, habitual, publishing
    The Advocate
    (e.g. encourage friends to purchase)
    Advocacy:
    Creating content, sharing
    ”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • First, the definitions …. “The Social Brand”
    • Uses social media to connect with customers
    • Listening and responding
    • Authentic and transparent communications
    • Conversational
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • They say that people buy from “The Social Brand”
    Engagement Correlates to financial Performance
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • First, the definitions …. “The Social Business”

  • Why is it important to
    be a social brand?
  • Growing Consumer Expectations
    http://www.coneinc.com/content2601
    http://www.coneinc.com/content1182
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Trust is Important
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Advocates are the new influencers
    • 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
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Social Brand = Social Omnipresence
    • A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    • People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    • Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • It’s not just about content …
    It’s about the right content, at the right time, to the right person in the right channel
    Relevant content:
    adds value to the conversation
    positions you as a trusted source of information
    is authentic and believable
    build trust with the community
    results in innovation
    increases the reach branded messages
    increases search engine visibility
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Relevant content adds value to the conversation
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … positions brands as a trusted source
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … is more than authentic, it’s believable
    Change you can Believe in …
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … builds trust with the community
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … results in innovation
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … increases reach of brand messages
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • … increases search engine visibility
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Create relevant content by identifying spokespersons
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Corporate Versus Personal Profiles
    • Corporate profiles are more one-way focused; less conversational
    • Company news, reports, acquisitions, earnings, press releases
    • Managed by more than one person
    • Usually owned/managed by Corporate Communications
    • Company branded with logo, colors
    • Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
    • Links to company home page, blog
    • Company owned
    • Personal, conversational
    • Content shared is more about the person and when they do for a company, not the company in general
    • Personal brand
    • 80/20 rule
    • Links to personal blog or LinkedIn account
    • Employee owned
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
  • Questions?
    Michael Brito
    Michael.Brito@Edelman.com
    http://twitter.com/Britopian
    http://www.britopian.com
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”