Humanizing Business and Brands

Humanizing Business and Brands
Michael Brito
Vice President
Edelman Digital
Photo by agent3012
http://www.flickr.com/photos/agent3012/

Humanizing Business Operations

Growing Consumer Expectations
http://www.coneinc.com/content2601
http://www.coneinc.com/content1182

Trust is Important

Advocacy
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 reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

Ok, so now what?

Brands Need to be Market Omnipresent
A customer journey is dynamic; they live in the their streams (Twitter, News feed)
People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
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

Operationalize Social Media Internally
Culture
Executive Support
Transparency
Employee Activation
Collaboration
Governance
Policies & Procedures
Training
Technology
Global considerations
Technology
Collaboration Software
Social CRM
Social Publishing

Identify Brand “Spokespersons”

Corporate Versus Personal Profiles
Corporate profiles are more one-way focused; less conversational
Company news, reports, acquisitions, earnings, press releases
Managed by more than one person
Usually owned/managed by Corporate Communications
Company branded with logo, colors
Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
Links to company home page, blog
Company owned
Personal, conversational
Content shared is more about the person and when they do for a company, not the company in general
Personal brand
80/20 rule
Links to personal blog or LinkedIn account
Employee owned

Hybrid Profiles

From Transparency to Believability
Change you can Believe in …

Authentic & Real-time Community Engagement

People Buy From Engaged Brands
Engagement Correlates to financial Performance

From Social Brand to Social Business

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Humanizing Business and Brands

by Michael Brito on Apr 11, 2011

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Humanizing Business and Brands — Presentation Transcript