How to Kick Ass, Take Names and Create Advocacy on the Social Web

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A presentation I gave at Social Crush in Charlotte, North Carolina.

A presentation I gave at Social Crush in Charlotte, North Carolina.

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  • 1. How to kick ass and take names build community and create advocacy on the social web Michael Brito| @Britopian SVP, Social Business Planning, Edelman
  • 2. Growing Customer Expectations 2009 Study 2010 Study 59% use Social Media to interact with brands 78% of use Social Media to interact with brands 93% believe a company should have a presence in social media 37% of users engaging companies or brands via new media at least once per week 43% of consumers say that companies should use social networks to solve the consumers' problems New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%). 41% believe that companies should use social media tools to solicit feedback on products and services
  • 3. The Social Customer & Brand Experience Brand Discovery: Google Search, Word of Mouth Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing Brand Advocacy: Creating content, sharing, defending The Advocate (e.g. encourage friends to purchase) The Opinion Sharer (e.g. post review) The Participant (e.g. participate in a brand experience) The Informed (e.g. research products online)
  • 4.
      • 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 Advocate Purchase Funnel
  • 5. Social Omnipresence
      • The customer journey is dynamic; and always changes
      • Brands need to have multiple customer touch points to break through the clutter
      • Customers need to hear things 3 – 5 times before the actually believe
  • 6. Optimizing The Hub & Spoke
    • The content hub is the website, blog, content aggregator
    • Content should be optimized for search w/terms that are relevant to your business
    • Should be convenient for users to consume content within the channels that they are comfortable with
    • Facebook status updates that promote blog content
    • Other content shared NEEDS to add value to the conversation and community
    The Hub
    • Occasional tweets on promoting blog content
    • Cross promoting other social channels, when relevant
    • Needs to be unique; not the same on FB
    • Optimize Youtube channel and new videos to link back hub/blog
    • Videos can be shared on Facebook, YouTube or through editorial
    • Optimize Google+ page with relevant links and content back to other channels
    • Should not duplicate content
    • Add Google+ icons to hub
  • 7. It’s not necessarily about the network
  • 8. It’s about people …
      • Tools are changing, consumers’ expectations aren’t
      • In fact, they want more out of brands. That is a good thing
  • 9. So, how we do live up to customer expectations ?
  • 10. Kick Ass Products
  • 11. Superior Customer Service
  • 12. Proactive Community Engagement
  • 13. Smart Content Creation & Positioning
  • 14. It starts with listening
  • 15. People buy from business that listen
  • 16. Some tools to help you kick ass
  • 17. Some tools to help you kick ass
  • 18. Some tools to help you kick ass
  • 19. We can never forget Google…
  • 20. Key Takeaways:
    • The social customer is gaining influence; pay attention to them by listening
    • Use tools to help scale your efforts internally
    • Don’t forget about Google
  • 21.
      • Michael Brito
      • SVP, Social Business Planning
      • Edelman Digital
      • @Britopian