Seattle Interactive Conference - The Social Customer #sic2011

THE EVOLUTION OF SOCIAL BUSINESS THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER@BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives • Companies and brands join • Organizations begin humanizing customers a voice Twitter, Facebook and create business operations • They are Influential corporate blogs • Organizational models are formed • Amplified voices across the social • Engage with the social customer in to include social media web various channels • Organizational silos are torn down • Google indexing critical • Social Media teams are forming between internal teams conversations about companies slowly • Governance models and social • Social Customers are trusted • Small budgets are allocated on a media policies are created amongst their peers as influence project basis to social media • Social becomes an essential grows engagement and community attribute of organizational culture building@BRITOPIAN ON TWITTER

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 (Edelman Trust Barometer)@BRITOPIAN ON TWITTER

THE SOCIAL CUSTOMER AND BRAND EXPERIENCE Research E N G A G E M E N T GOOGLE PRODUCTS & SERVICES Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS BRAND IMPACT@BRITOPIAN ON TWITTER

THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer on order to drive 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@BRITOPIAN ON TWITTER

DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.@BRITOPIAN ON TWITTER

CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES LEAKING RACISM CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT@BRITOPIAN ON TWITTER

EMPLOYEES DON’T KNOW HOW TO BEHAVE@BRITOPIAN ON TWITTER

CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….

MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS@BRITOPIAN ON TWITTER

MEASUREMENT INCONSISTENCY@BRITOPIAN ON TWITTER

ORGANIZATIONS FOCUSING ON INTERNAL CHANGE@BRITOPIAN ON TWITTER

FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Organization Channel Employee Technology Policies Guidelines Design Creation Activation Deployment• Legal document • Guides employees • Directs the • Address the • Process creation for • Enablement• Addresses behavior on the organization to creation of new, new, existing process for internal compliance and is social web maximize its external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy• Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across• Employees liable for Facebook, of ownership for minimizes customer in employee the organization for actions Corporate blogs the social media job confusion proficiency function@BRITOPIAN ON TWITTER

ESTABLISHING A CONTENT LIBRARY@BRITOPIAN ON TWITTER

ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice@BRITOPIAN ON TWITTER

USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER

SOCIAL BUSINESS DEFINED A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.@BRITOPIAN ON TWITTER

BUSINESS & BRAND ALIGNMENT = RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure@BRITOPIAN ON TWITTER

SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues@BRITOPIAN ON TWITTER

SOMETIMES IT’S THE SMALL THINGS@BRITOPIAN ON TWITTER

SOMETIMES IT’S THE NOT SO SMALL THINGS@BRITOPIAN ON TWITTER

SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions@BRITOPIAN ON TWITTER

ACTION SPEAKS LOUDER THAN WORDS!

THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM@BRITOPIAN ON TWITTER

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Seattle Interactive Conference - The Social Customer #sic2011

by Michael Brito on Nov 02, 2011

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Seattle Interactive Conference - The Social Customer #sic2011 Presentation Transcript