Humanizing Business and Brands<br />Michael Brito <br />Vice President<br />Edelman Digital<br />Photo by agent3012<br />h...
Humanizing Business Operations<br />
Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />
Trust is Important<br />
Advocacy<br /><ul><li>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</li></li></ul><li...
Brands Need to be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, ...
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 t...
Executive Support
Transparency
Employee Activation
Collaboration
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Humanizing Business and Brands

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I spoke at a webinar this morning about the insight that organizations need to humanize their business operations in order to successfully humanize their brands.

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  • high quality☆ reasonable price☆
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  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • Humanizing Business and Brands

    1. 1. Humanizing Business and Brands<br />Michael Brito <br />Vice President<br />Edelman Digital<br />Photo by agent3012<br />http://www.flickr.com/photos/agent3012/ <br />
    2. 2. Humanizing Business Operations<br />
    3. 3. Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />
    4. 4. Trust is Important<br />
    5. 5. Advocacy<br /><ul><li>Advocates talk about the brand, even when the brand isn’t listening
    6. 6. Advocates are trusted among their peers and within their micro communities
    7. 7. Advocates are aiding and influencing others down the purchase funnel
    8. 8. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></li></ul><li>Ok, so now what?<br />
    9. 9. Brands Need to be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    10. 10. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    11. 11. 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</li></li></ul><li>Operationalize Social Media Internally<br /><ul><li>Culture
    12. 12. Executive Support
    13. 13. Transparency
    14. 14. Employee Activation
    15. 15. Collaboration
    16. 16. Governance
    17. 17. Policies & Procedures
    18. 18. Training
    19. 19. Technology
    20. 20. Global considerations
    21. 21. Technology
    22. 22. Collaboration Software
    23. 23. Social CRM
    24. 24. Social Publishing</li></li></ul><li>Identify Brand “Spokespersons” <br />
    25. 25. Corporate Versus Personal Profiles<br /><ul><li>Corporate profiles are more one-way focused; less conversational
    26. 26. Company news, reports, acquisitions, earnings, press releases
    27. 27. Managed by more than one person
    28. 28. Usually owned/managed by Corporate Communications
    29. 29. Company branded with logo, colors
    30. 30. Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
    31. 31. Links to company home page, blog
    32. 32. Company owned
    33. 33. Personal, conversational
    34. 34. Content shared is more about the person and when they do for a company, not the company in general
    35. 35. Personal brand
    36. 36. 80/20 rule
    37. 37. Links to personal blog or LinkedIn account
    38. 38. Employee owned</li></li></ul><li>Hybrid Profiles<br />
    39. 39. From Transparency to Believability<br />Change you can Believe in … <br />
    40. 40. Authentic & Real-time Community Engagement<br />
    41. 41. People Buy From Engaged Brands <br />Engagement Correlates to financial Performance<br />
    42. 42. From Social Brand to Social Business<br />

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