How to  Kick Ass & Take Names Build Community Create Customer Advocacy   On The Social Web Michael Brito| @Britopian  SVP,...
How Does The Social Customer Behave? <ul><ul><li>The customer journey is dynamic; and always changes </li></ul></ul><ul><u...
The Social Customer & Brand Experience BRAND IMPACT GOOGLE PRODUCTS & SERVICES MINIMAL PARTICIPATION  (FRIENDS, FANS 7 FOL...
<ul><ul><li>Advocates talk about the brand, even when the brand isn’t listening </li></ul></ul><ul><ul><li>Advocates are t...
Social Customers Influences Purchase Holler at me  @Britopian on Twitter
Holler at me  @Britopian on Twitter
Optimizing The Hub & Spoke <ul><li>The content hub is the website, blog, content aggregator </li></ul><ul><li>Content shou...
It’s not necessarily about the network Holler at me  @Britopian on Twitter
It’s about people …  <ul><ul><li>Tools are changing, consumers’ expectations aren’t </li></ul></ul><ul><ul><li>In fact, th...
So, how we do live up to  customer expectations ?  Holler at me  @Britopian on Twitter
Kick Ass Products Holler at me  @Britopian on Twitter
Superior Customer Service Holler at me  @Britopian on Twitter
Proactive Community Engagement Holler at me  @Britopian on Twitter
Good, Relevant Content Holler at me  @Britopian on Twitter
Listening to the social customer without any type of action  is worse  than not listening at all - @britopian
Sometimes It’s The Little Things Holler at me  @Britopian on Twitter
Sometimes It’s The  Not So  Little Things Holler at me  @Britopian on Twitter
Sometimes  It’s A BFD  … Holler at me  @Britopian on Twitter
It’s All About Action Holler at me  @Britopian on Twitter
Some Tools For Ass Kicking -  @simplymeasured Holler at me  @Britopian on Twitter
Holler at me  @Britopian on Twitter Some Tools For Ass Kicking -  @crowdbooster
Holler at me  @Britopian on Twitter Some Tools For Ass Kicking -  @fancorps
Holler at me  @Britopian on Twitter Some Tools For Ass Kicking -  @bufferapp
Don’t Forget Google… Holler at me  @Britopian on Twitter
Key Takeaways: <ul><li>The social customer is gaining influence; pay attention to them by listening </li></ul><ul><li>Use ...
<ul><ul><li>Michael Brito </li></ul></ul><ul><ul><li>SVP, Social Business Planning </li></ul></ul><ul><ul><li>Edelman Digi...
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How To Kick Ass AndTake Names On The Social Web #CrushIQ

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

  1. 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. 2. How Does The Social Customer Behave? <ul><ul><li>The customer journey is dynamic; and always changes </li></ul></ul><ul><ul><li>Brands need to have multiple customer touch points to break through the clutter </li></ul></ul><ul><ul><li>Customers need to hear things 3 – 5 times before the actually believe </li></ul></ul>Holler at me @Britopian on Twitter
  3. 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. 4. <ul><ul><li>Advocates talk about the brand, even when the brand isn’t listening </li></ul></ul><ul><ul><li>Advocates are trusted among their peers and within their micro communities </li></ul></ul><ul><ul><li>Advocates are aiding and influencing others down the purchase funnel </li></ul></ul>The Advocate Purchase Funnel Holler at me @Britopian on Twitter
  5. 5. Social Customers Influences Purchase Holler at me @Britopian on Twitter
  6. 6. Holler at me @Britopian on Twitter
  7. 7. Optimizing The Hub & Spoke <ul><li>The content hub is the website, blog, content aggregator </li></ul><ul><li>Content should be optimized for search w/terms that are relevant to your business </li></ul><ul><li>Should be convenient for users to consume content within the channels that they are comfortable with </li></ul><ul><li>Facebook status updates that promote blog content </li></ul><ul><li>Other content shared NEEDS to add value to the conversation and community </li></ul>The Hub <ul><li>Occasional tweets on promoting blog content </li></ul><ul><li>Cross promoting other social channels, when relevant </li></ul><ul><li>Needs to be unique; not the same on FB </li></ul><ul><li>Optimize Youtube channel and new videos to link back hub/blog </li></ul><ul><li>Videos can be shared on Facebook, YouTube or through editorial </li></ul><ul><li>Optimize Google+ page with relevant links and content back to other channels </li></ul><ul><li>Should not duplicate content </li></ul><ul><li>Add Google+ icons to hub </li></ul>Holler at me @Britopian on Twitter
  8. 8. It’s not necessarily about the network Holler at me @Britopian on Twitter
  9. 9. It’s about people … <ul><ul><li>Tools are changing, consumers’ expectations aren’t </li></ul></ul><ul><ul><li>In fact, they want more out of brands. That is a good thing </li></ul></ul>Holler at me @Britopian on Twitter
  10. 10. So, how we do live up to customer expectations ? Holler at me @Britopian on Twitter
  11. 11. Kick Ass Products Holler at me @Britopian on Twitter
  12. 12. Superior Customer Service Holler at me @Britopian on Twitter
  13. 13. Proactive Community Engagement Holler at me @Britopian on Twitter
  14. 14. Good, Relevant Content Holler at me @Britopian on Twitter
  15. 15. Listening to the social customer without any type of action is worse than not listening at all - @britopian
  16. 16. Sometimes It’s The Little Things Holler at me @Britopian on Twitter
  17. 17. Sometimes It’s The Not So Little Things Holler at me @Britopian on Twitter
  18. 18. Sometimes It’s A BFD … Holler at me @Britopian on Twitter
  19. 19. It’s All About Action Holler at me @Britopian on Twitter
  20. 20. Some Tools For Ass Kicking - @simplymeasured Holler at me @Britopian on Twitter
  21. 21. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @crowdbooster
  22. 22. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @fancorps
  23. 23. Holler at me @Britopian on Twitter Some Tools For Ass Kicking - @bufferapp
  24. 24. Don’t Forget Google… Holler at me @Britopian on Twitter
  25. 25. Key Takeaways: <ul><li>The social customer is gaining influence; pay attention to them by listening </li></ul><ul><li>Use tools to help scale your efforts internally </li></ul><ul><li>Don’t forget about Google </li></ul>
  26. 26. <ul><ul><li>Michael Brito </li></ul></ul><ul><ul><li>SVP, Social Business Planning </li></ul></ul><ul><ul><li>Edelman Digital </li></ul></ul><ul><ul><li>@Britopian </li></ul></ul>
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