Social Business Webinar for MarketingProfs
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Social Business Webinar for MarketingProfs

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A webinar i had with MarketingPros and Vitrue -- From Social Business to Social Brand.

A webinar i had with MarketingPros and Vitrue -- From Social Business to Social Brand.

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Social Business Webinar for MarketingProfs Social Business Webinar for MarketingProfs Presentation Transcript

  • FROM SOCIAL BRAND TO SOCIAL BUSINESS
    MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
    EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
  • THE EVOLUTION OF SOCIAL BUSINESS
    2008 to present
    THE EVOLUTION OF SOCIAL BUSINESS
    SOCIAL BUSINESS
    2003 to present
    SOCIAL BRAND
    1995 to present
    SOCIAL CUSTOMER
    • Technology Innovation gives customers a voice
    • They are Influential
    • Amplified voices across the social web
    • Google indexing critical conversations about companies
    • Social Customers are trusted amongst their peers as influence grows
    • Companies and brands join Twitter, Facebook and create corporate blogs
    • Engage with the social customer in various channels
    • Social Media teams are forming slowly
    • Small budgets are allocated on a project basis to social media engagement and community building
    • Organizations begin humanizing business operations
    • Organizational models are formed to include social media
    • Organizational silos are torn down between internal teams
    • Governance models and social media policies are created
    • Social becomes an essential attribute of organizational culture
    @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
    The Informed
    (e.g. research products online)
    Brand Discovery:
    Google Search, Word of Mouth
    The Participant
    (e.g. participate in a brand experience)
    The Opinion Sharer
    (e.g. post review)
    Brand Participation:
    Fanning, following, liking
    Brand Sharing:
    Easy, habitual, publishing
    The Advocate
    (e.g. encourage friends to purchase)
    Brand Advocacy:
    Creating content, sharing, defending
    @BRITOPIAN ON TWITTER
  • Advocates talk about the brand; even when the brand isn’t listening #vitrue
    T WEETABLE MOMENT
  • 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
  • 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER
    EUROPE (EMEA)
    31% comment on blogs
    27% comment in forums
    20% uploaded a video online
    39% uploaded a photo online
    63% watch a video online
    13% actively blog
    LATIN AMERICA
    49% comment on blogs
    35% comment in forums
    41% uploaded a video online
    56% uploaded a photo online
    74% watch a video online
    27% actively blog
    ASIA PACIFIC
    42% comment on blogs
    43% comment in forums
    29% uploaded a video online
    50% uploaded a photo online
    65% watch a video online
    37% actively blog
    @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
  • ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
    • The social brand has caused chaos and organizational anarchy in many companies today
    • Employees are running wild on the intrawebs with little to no guidance, direction or governance
    • Different geographies and business units are creating social communities externally and not sharing or communicating internally
    @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
  • UNDERSTANDING THE DIFFERENCE
    @BRITOPIAN ON TWITTER
  • CHAOS EXISTS IN THE ORGANIZATION TODAY
    TWEETS
    BLOG POSTS
    FACEBOOK UPDATES
    THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO!
    LEAKING CONFIDENTIAL INFORMATION
    RACISM
    HATE SPEACH
    BASHING
    COMPETITORS
    TALKING
    SMACK
    ABOUT MANAGEMENT
    @BRITOPIAN ON TWITTER
  • CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
    I have been on the marketing team for 4 years now and WE OWN the Facebook page!
    DO YOU UNDERSTAND?
    I just wanted to post our press release….
    @BRITOPIAN ON TWITTER
  • FROM CHAOS TO GOVERNANCE
    GOVERNANCE MODEL
    @BRITOPIAN ON TWITTER
  • CREATE A PARTICIPATORY LEARNING ORGANIZATION
    Training Curriculum
    • Advanced tactics of Community Engagement and Management
    • Leveraging search to create social content for blogs
    • Metrics deep dive – understanding metrics and making data driven decisions
    • Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
    • Train the trainer
    Training Curriculum
    FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
    • Basics of Community Engagement
    • Listening & Monitoring Tools and Apps
    • Intended Uses of Social Media
    • Engagement Model &Escalation Process
    • Metrics Overview
    Training Curriculum
    • Basics of Social Media
    • Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
    • Policies & Guidelines
    WHITE BELT
    Awareness & Engagement
    BLUE BELTFluency & Participation
    BLACK BELT
    Expertise & Ownership
    Organizational Expectations
    Organizational Expectations
    Organizational Expectations
    • Research & monitoring
    • Listening to owned media channels
    • Escalate conversations to others
    • Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
    • Responding to customer support issues and escalating to appropriate channels
    • Basic community management
    • Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
    • Solving customer support issues on and off enterprise owned media channels
    • Mentoring and training white and blue belts; team brown bags
    • Speaking at conferences
    • Participate in and attend bi-weekly social media integrations forums
    @BRITOPIAN ON TWITTER
  • ACTIVATING EMPLOYEES TO ENGAGE
    Content Creators
    Conversationalist
    Participant
    @BRITOPIAN ON TWITTER
  • ESTABLISHING A CONTENT LIBRARY
    Aggregating all branded content and making it very easy for employees to share it within their social graph!
    @BRITOPIAN ON TWITTER
  • ESTABLISHING A MEASUREMENT FRAMEWORK
    @BRITOPIAN ON TWITTER
  • ESTABLISHING A MEASUREMENT FRAMEWORK
    It’s imperative that everyone in the organization measures social media consistently!
    @BRITOPIAN ON TWITTER
  • ALIGNMENT = BUSINESS RESULTS
    Programs
    Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy
    Crisis
    SOCIAL BRAND (External)
    SOCIAL BUSINESS (Internal)
    MEASURABLE OUTCOMES
    Training
    ProcessCollaborationOrganization Models
    Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture
    Infographic by @armano
    @BRITOPIAN ON TWITTER
    Infrastructure
  • SOCIAL BUSINESS VALUE CREATION MODEL
    SalesAdvocacyProduct Feedback
    Value creation is what determines success from every perspective!
    Customer Satisfaction
    Value
    Creation
    Social listening
    Workflow/Process
    EngagementProduct DiscountsRelevant ContentSolving customer issues
    Brand EnablementProduct InnovationProcess Improvement
    @BRITOPIAN ON TWITTER
  • CREATING A CONTENT PLAN THAT ADDS VALUE TO THE SOCIAL CUSTOMER

    Relevant content is the right content, at the right time, in the right channel to the right customer

  • CONTENT STATEGY FRAMEWORK
    Internal Listening
    Corporate Communications | Internal Communications | Product Organizations | Customer Support
    External Listening
    Existing Social Media Engagement | News Articles | Online Monitoring | Search
    @BRITOPIAN ON TWITTER
  • LISTEINING IS IMPERITIVE

    Spend time listening to the conversation and determine if you can add value

  • CONVERSATIONAL AUDIT
    …this tells you “where” the conversation is happening about the brand
    @BRITOPIAN ON TWITTER
  • TOPICAL CONVERSATIONAL AUDIT
    … this tells you how relevant your brand is within certain online conversations
    @BRITOPIAN ON TWITTER
  • REPITITION ENHANCES BELIEVABILITY
    @BRITOPIAN ON TWITTER
  • Individuals have
    to hear something
    3 – 5 times before
    they believe it @edelman_trust #vitrue
    T WEETABLE MOMENT
  • SOLVING CUSTOMER PROBLEMS
    It’s one thing to solve individual customer issues. It’s another to fix the ROOT CAUSE of the problem!
  • REAL TIME ANALYTICS
    Knowing what content is being share/liked/RT’d the most should help drive the content strategy
    @BRITOPIAN ON TWITTER
  • USE GOOGLE TO CREATE EDITORIAL CONTENT
    Understanding search behavior will help create editorial content
    @BRITOPIAN ON TWITTER
  • KNOWING “WHEN” TO POST CONTENT
    @BRITOPIAN ON TWITTER
  • OPTIMIZING THE HUB & SPOKES
    • Facebook status updates that promote blog content
    • Other content shared NEEDS to add value to the conversation and community
    • Optimize Youtube channel and new videos to link back hub/blog
    • Videos can be shared on Facebook, YouTube or through editorial
    The Hub
    • 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
    • Occasional tweets on promoting blog content
    • Cross promoting other social channels, when relevant
    • Needs to be unique; not the same on FB
    • Optimize Google+ page with relevant links and content back to other channels
    • Should not duplicate content
    • Add Google+ icons to hub
    @BRITOPIAN ON TWITTER
  • TOOLS TO HELP YOU SCALE
    … send em’ a tweet @simplymeasured
    @BRITOPIAN ON TWITTER
  • TOOLS TO HELP YOU SCALE
    … send em’ a tweet @crowdbooster
    @BRITOPIAN ON TWITTER
  • TOOLS TO HELP YOU SCALE
    … send em’ a tweet @vitrue
    @BRITOPIAN ON TWITTER
  • THANK YOU FOR YOUR TIME!
    Michael Brito
    SVP, Social Business Planning
    Edelman Digital
    Michael.Brito@edelman.com
    @Britopian
    Jim Tramel
    Vitrue
    Regional VP, Business Development
    jt@vitrue.com
    @jimtramel
    @BRITOPIAN ON TWITTER