How To Kick Ass AndTake Names On The Social Web #CrushIQ

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  • 1. How to Kick Ass & Take Names Build Community Create Customer Advocacy On The Social Web Michael Brito| @Britopian SVP, Social Business Planning, Edelman
  • 2. How Does The Social Customer Behave?
      • 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
    Holler at me @Britopian on Twitter
  • 3. The Social Customer & Brand Experience BRAND IMPACT GOOGLE PRODUCTS & SERVICES MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Holler at me @Britopian on Twitter
  • 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 Holler at me @Britopian on Twitter
  • 5. Social Customers Influences Purchase Holler at me @Britopian on Twitter
  • 6. Holler at me @Britopian on Twitter
  • 7. 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
    Holler at me @Britopian on Twitter
  • 8. It’s not necessarily about the network Holler at me @Britopian on Twitter
  • 9. It’s about people …
      • Tools are changing, consumers’ expectations aren’t
      • In fact, they want more out of brands. That is a good thing
    Holler at me @Britopian on Twitter
  • 10. So, how we do live up to customer expectations ? Holler at me @Britopian on Twitter
  • 11. Kick Ass Products Holler at me @Britopian on Twitter
  • 12. Superior Customer Service Holler at me @Britopian on Twitter
  • 13. Proactive Community Engagement Holler at me @Britopian on Twitter
  • 14. Good, Relevant Content Holler at me @Britopian on Twitter
  • 15. Listening to the social customer without any type of action is worse than not listening at all - @britopian
  • 16. Sometimes It’s The Little Things Holler at me @Britopian on Twitter
  • 17. Sometimes It’s The Not So Little Things Holler at me @Britopian on Twitter
  • 18. Sometimes It’s A BFD … Holler at me @Britopian on Twitter
  • 19. It’s All About Action Holler at me @Britopian on Twitter
  • 20. Some Tools For Ass Kicking - @simplymeasured Holler at me @Britopian on Twitter
  • 21. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @crowdbooster
  • 22. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @fancorps
  • 23. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @bufferapp
  • 24. Don’t Forget Google… Holler at me @Britopian on Twitter
  • 25. 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
  • 26.
      • Michael Brito
      • SVP, Social Business Planning
      • Edelman Digital
      • @Britopian