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From Social Business to Social Brand: Syracuse University
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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?
  • Transcript

    • 1. 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!”
    • 2. First, the definitions …. “The Social Customer”
      • Growing Influence
      • 3. Amplified Reach
      • 4. Has high expectations
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 5. 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!”
    • 6. First, the definitions …. “The Social Brand”
      • Uses social media to connect with customers
      • 7. Listening and responding
      • 8. Authentic and transparent communications
      • 9. Conversational
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 10. 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!”
    • 11. First, the definitions …. “The Social Business”
    • 12.
      Why is it important to
      be a social brand?
    • 13. 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!”
    • 14. Trust is Important
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 15. Advocates are the new influencers
      • Advocates talk about the brand, even when the brand isn’t listening
      • 16. Advocates are trusted among their peers and within their micro communities
      • 17. Advocates are aiding and influencing others down the purchase funnel
      • 18. 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!”
    • 19. Social Brand = Social Omnipresence
      • A customer journey is dynamic; they live in the their streams (Twitter, News feed)
      • 20. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
      • 21. 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!”
    • 22. 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!”
    • 23. Relevant content adds value to the conversation
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 24. … positions brands as a trusted source
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 25. … 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!”
    • 26. … builds trust with the community
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 27. … results in innovation
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 28. … increases reach of brand messages
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 29. … increases search engine visibility
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 30. Create relevant content by identifying spokespersons
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 31. Corporate Versus Personal Profiles
      • Corporate profiles are more one-way focused; less conversational
      • 32. Company news, reports, acquisitions, earnings, press releases
      • 33. Managed by more than one person
      • 34. Usually owned/managed by Corporate Communications
      • 35. Company branded with logo, colors
      • 36. Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
      • 37. Links to company home page, blog
      • 38. Company owned
      • 39. Personal, conversational
      • 40. Content shared is more about the person and when they do for a company, not the company in general
      • 41. Personal brand
      • 42. 80/20 rule
      • 43. Links to personal blog or LinkedIn account
      • 44. Employee owned
      Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
    • 45. 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!”

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