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Social Crush Keynote #socialcrush
 

Social Crush Keynote #socialcrush

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A presentation I delivered in Columbia, South Carolina at Social Crush, 2011.

A presentation I delivered in Columbia, South Carolina at Social Crush, 2011.

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    Social Crush Keynote #socialcrush Social Crush Keynote #socialcrush Presentation Transcript

    • FROM SOCIAL BRAND TO SOCIAL BUSINESS
      Michael Brito
      Senior Vice President, Social Business
      Edelman Digital
      Mobile: (415) 871 – 5165
      Email: Michael.Brito@Edelman.com
      Twitter: @Britopian
      #socialcrush
    • 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 voice 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
      The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian #socialcrush
      …tweetable moment
    • HOW DOES THE SOCIAL CUSTOMER BEHAVE?
      Product Discovery
      • Active on Google, research products before purchase
      Social Participation
      • Fans, followers, likes and RSS subscribers
      Sharing Content
      • Engaging with a brand in a two way dialogue, not just consuming content but creating content
      Brand Advocacy
      • Discuss the brand within their own micro communities, without hesitation or the need for incentives
      The social customer participates a variety of different ways; brands need to be omnipresent and engage says @britopian #socialcrush
      …tweetable moment
    • 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
      Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian #socialcrush
      …tweetable 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
      Advocates aid & influencers their communities through the purchase funnel; don’t need incentives says @britopian #socialcrush
      …tweetable moment
    • DEFINING A SOCIAL BRAND

      When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies.
      A social brand is any organization that uses social technologies to engage with the social customer says @britopian #socialcrush
      …tweetable moment
    • ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS
      • 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
      The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian #socialcrush
      …tweetable moment
    • 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
      A social business is built upon 3 pillars – people, process and technology says @britopian #socialcrush #socialbiz
      …tweetable moment
    • UNDERSTANDING THE DIFFERENCE
      A social brand focus external comms w/the social customer. Social business focuses on the internal says @britopian #socialcrush
      …tweetable moment
    • CREATING A LISTENING ORGANIZATION
      41% OF consumers believe that companies should use social media tools to solicit feedback on products and services #socialcrush
      …tweetable moment
    • TOOLS & TECHNOLOGY – NOT IMPORTANT
      Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing.
      Tools & technology change everyday. Consumer expectations don’t and they just increase #socialcrush
      …tweetable moment
    • SO, THE QUESTION IS …
      How do we live up to customer expectations?
    • KICK ASS PRODUCTS
    • SUPERIOR CUSTOMER SERVICE
    • PROACTIVE COMMUNITY ENGAGEMENT
    • FROM TRANSPARANCY TO BELIEVABILITY
    • PEOPLE BUY FROM COMPANIES THAT LISTEN
    • STARBUCKS LISTENS AND ACTS TOO!
    • DELL LISTENS AND ACTS TOO!
    • THANK YOU FOR YOUR TIME TODAY!
      HTTP://THESOCIALBUSINESSBOOK.COM