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From Social Business <br />to Social Brand<br />Michael Brito, Vice President, Edelman Digital<br />Michael Brito | @Brito...
First, the definitions …. “The Social Customer”<br /><ul><li>Growing Influence
Amplified Reach
Has high expectations</li></ul>Michael Brito | @Britopian on Twitter   “Tweet Me and I’ll Tweet You Back!”<br />
First, the definitions …. “The Social Customer”<br />The Informed<br />(e.g. research products online)<br />Discovery:<br ...
First, the definitions …. “The Social Brand”<br /><ul><li>Uses social media to connect with customers
Listening and responding
Authentic and transparent communications
Conversational</li></ul>Michael Brito | @Britopian on Twitter   “Tweet Me and I’ll Tweet You Back!”<br />
They say that people buy from “The Social Brand” <br />Engagement Correlates to financial Performance<br />Michael Brito |...
First, the definitions …. “The Social Business”<br />
“<br />Why is it important to <br />be a social brand? <br />
Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />Michael...
Trust is Important<br />Michael Brito | @Britopian on Twitter   “Tweet Me and I’ll Tweet You Back!”<br />
Advocates are the new influencers<br /><ul><li>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</li></ul>Michael ...
Social Brand = Social Omnipresence<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, Ne...
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 t...
It’s not just about content …<br />It’s about the right content, at the right time, to the right person in the right chann...
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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.

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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 of "From Social Business to Social Brand: Syracuse University"

    1. 1. From Social Business <br />to Social Brand<br />Michael Brito, Vice President, Edelman Digital<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    2. 2. First, the definitions …. “The Social Customer”<br /><ul><li>Growing Influence
    3. 3. Amplified Reach
    4. 4. Has high expectations</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    5. 5. First, the definitions …. “The Social Customer”<br />The Informed<br />(e.g. research products online)<br />Discovery:<br />Active (Google)<br />Passive (Social RSS)<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Participation:<br />Fanning, following, liking<br />Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Advocacy:<br />Creating content, sharing<br />”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    6. 6. First, the definitions …. “The Social Brand”<br /><ul><li>Uses social media to connect with customers
    7. 7. Listening and responding
    8. 8. Authentic and transparent communications
    9. 9. Conversational</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    10. 10. They say that people buy from “The Social Brand” <br />Engagement Correlates to financial Performance<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    11. 11. First, the definitions …. “The Social Business”<br />
    12. 12. “<br />Why is it important to <br />be a social brand? <br />
    13. 13. Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    14. 14. Trust is Important<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    15. 15. Advocates are the new influencers<br /><ul><li>Advocates talk about the brand, even when the brand isn’t listening
    16. 16. Advocates are trusted among their peers and within their micro communities
    17. 17. Advocates are aiding and influencing others down the purchase funnel
    18. 18. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    19. 19. Social Brand = Social Omnipresence<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    20. 20. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    21. 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</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    22. 22. It’s not just about content …<br />It’s about the right content, at the right time, to the right person in the right channel<br />Relevant content:<br />adds value to the conversation<br />positions you as a trusted source of information<br />is authentic and believable<br />build trust with the community<br />results in innovation<br />increases the reach branded messages<br />increases search engine visibility<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    23. 23. Relevant content adds value to the conversation<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    24. 24. … positions brands as a trusted source<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    25. 25. … is more than authentic, it’s believable<br />Change you can Believe in … <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    26. 26. … builds trust with the community<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    27. 27. … results in innovation<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    28. 28. … increases reach of brand messages<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    29. 29. … increases search engine visibility <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    30. 30. Create relevant content by identifying spokespersons <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    31. 31. Corporate Versus Personal Profiles<br /><ul><li>Corporate profiles are more one-way focused; less conversational
    32. 32. Company news, reports, acquisitions, earnings, press releases
    33. 33. Managed by more than one person
    34. 34. Usually owned/managed by Corporate Communications
    35. 35. Company branded with logo, colors
    36. 36. Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
    37. 37. Links to company home page, blog
    38. 38. Company owned
    39. 39. Personal, conversational
    40. 40. Content shared is more about the person and when they do for a company, not the company in general
    41. 41. Personal brand
    42. 42. 80/20 rule
    43. 43. Links to personal blog or LinkedIn account
    44. 44. Employee owned</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    45. 45. Questions?<br />Michael Brito<br />Michael.Brito@Edelman.com<br />http://twitter.com/Britopian<br />http://www.britopian.com<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
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