Your SlideShare is downloading. ×
0
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

From Social Business to Social Brand: Syracuse University

2,195

Published on

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.

Published in: Technology, Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,195
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
57
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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 <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. First, the definitions …. “The Social Customer”<br /><ul><li>Growing Influence
    • 3. Amplified Reach
    • 4. Has high expectations</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 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. First, the definitions …. “The Social Brand”<br /><ul><li>Uses social media to connect with customers
    • 7. Listening and responding
    • 8. Authentic and transparent communications
    • 9. Conversational</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 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. First, the definitions …. “The Social Business”<br />
    • 12. “<br />Why is it important to <br />be a social brand? <br />
    • 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. Trust is Important<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 15. Advocates are the new influencers<br /><ul><li>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</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 19. Social Brand = Social Omnipresence<br /><ul><li>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</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 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. Relevant content adds value to the conversation<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 24. … positions brands as a trusted source<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 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. … builds trust with the community<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 27. … results in innovation<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 28. … increases reach of brand messages<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 29. … increases search engine visibility <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 30. Create relevant content by identifying spokespersons <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 31. Corporate Versus Personal Profiles<br /><ul><li>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</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”<br />
    • 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 />

    ×