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

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

    • How to kick ass and take names build community and create advocacy on the social web Michael Brito| @Britopian SVP, Social Business Planning, Edelman
    • 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
    • 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)
        • 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
    • 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
    • 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
    • It’s not necessarily about the network
    • It’s about people …
        • Tools are changing, consumers’ expectations aren’t
        • In fact, they want more out of brands. That is a good thing
    • So, how we do live up to customer expectations ?
    • Kick Ass Products
    • Superior Customer Service
    • Proactive Community Engagement
    • Smart Content Creation & Positioning
    • It starts with listening
    • People buy from business that listen
    • Some tools to help you kick ass
    • Some tools to help you kick ass
    • Some tools to help you kick ass
    • We can never forget Google…
    • 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
        • Michael Brito
        • SVP, Social Business Planning
        • Edelman Digital
        • @Britopian