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!”