FROM SOCIAL BRAND TO SOCIAL BUSINESS<br />Michael Brito<br />Senior Vice President, Social Business<br />Edelman Digital<b...
THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL  BUSINESS<br />200...
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</li></ul>The social customer is gaining influence everyday...
HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br />Product Discovery<br /><ul><li>Active on Google, research products before purcha...
2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER<br />EUROPE (EMEA)<br />31% comment on blogs<br />27% comment in forums<br />20...
THE NEW PURCHASE FUNNEL<br /><ul><li>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
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Social Crush Keynote #socialcrush

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

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Social Crush Keynote #socialcrush

  1. 1. FROM SOCIAL BRAND TO SOCIAL BUSINESS<br />Michael Brito<br />Senior Vice President, Social Business<br />Edelman Digital<br />Mobile: (415) 871 – 5165<br />Email: Michael.Brito@Edelman.com<br />Twitter: @Britopian<br />#socialcrush<br />
  2. 2. THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology Innovation gives customers a voice
  3. 3. They are Influential
  4. 4. Amplified voice across the social web
  5. 5. Google indexing critical conversations about companies
  6. 6. Social Customers are trusted amongst their peers as influence grows
  7. 7. Companies and brands join Twitter, Facebook and create corporate blogs
  8. 8. Engage with the social customer in various channels
  9. 9. Social Media teams are forming slowly
  10. 10. Small budgets are allocated on a project basis to social media engagement and community building
  11. 11. Organizations begin humanizing business operations
  12. 12. Organizational models are formed to include social media
  13. 13. Organizational silos are torn down between internal teams
  14. 14. Governance models and social media policies are created
  15. 15. Social becomes an essential attribute of organizational culture</li></ul>The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian #socialcrush<br />…tweetable moment<br />
  16. 16. HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br />Product Discovery<br /><ul><li>Active on Google, research products before purchase</li></ul>Social Participation <br /><ul><li>Fans, followers, likes and RSS subscribers</li></ul>Sharing Content<br /><ul><li>Engaging with a brand in a two way dialogue, not just consuming content but creating content</li></ul>Brand Advocacy<br /><ul><li>Discuss the brand within their own micro communities, without hesitation or the need for incentives</li></ul>The social customer participates a variety of different ways; brands need to be omnipresent and engage says @britopian #socialcrush<br />…tweetable moment<br />
  17. 17. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER<br />EUROPE (EMEA)<br />31% comment on blogs<br />27% comment in forums<br />20% uploaded a video online<br />39% uploaded a photo online<br />63% watch a video online<br />13% actively blog<br />LATIN AMERICA<br />49% comment on blogs<br />35% comment in forums<br />41% uploaded a video online<br />56% uploaded a photo online<br />74% watch a video online<br />27% actively blog<br />ASIA PACIFIC<br />42% comment on blogs<br />43% comment in forums<br />29% uploaded a video online<br />50% uploaded a photo online<br />65% watch a video online<br />37% actively blog<br />Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian #socialcrush<br />…tweetable moment<br />
  18. 18. THE NEW PURCHASE FUNNEL<br /><ul><li>A brand should build relationships with the social customer on order to drive advocacy
  19. 19. Advocates talk about the brand, even when the brand isn’t listening
  20. 20. Advocates are trusted among their peers and within their micro communities
  21. 21. Advocates are aiding and influencing others down the purchase funnel
  22. 22. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>Advocates aid & influencers their communities through the purchase funnel; don’t need incentives says @britopian #socialcrush<br />…tweetable moment<br />
  23. 23. DEFINING A SOCIAL BRAND<br />“<br />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.<br />A social brand is any organization that uses social technologies to engage with the social customer says @britopian #socialcrush<br />…tweetable moment<br />
  24. 24. ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS<br /><ul><li>The social brand has caused chaos and organizational anarchy in many companies today
  25. 25. Employees are running wild on the intrawebs with little to no guidance, direction or governance
  26. 26. Different geographies and business units are creating social communities externally and not sharing or communicating internally </li></ul>The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian #socialcrush<br />…tweetable moment<br />
  27. 27. USHERING IN SOCIAL BUSINESS<br /><ul><li>A social business is built upon three pillars – people, process and technology
  28. 28. Change management and culture change is essential in order for genuine social business transformation to occur
  29. 29. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first</li></ul>A social business is built upon 3 pillars – people, process and technology says @britopian #socialcrush #socialbiz<br />…tweetable moment<br />
  30. 30. UNDERSTANDING THE DIFFERENCE<br />A social brand focus external comms w/the social customer. Social business focuses on the internal says @britopian #socialcrush<br />…tweetable moment<br />
  31. 31. CREATING A LISTENING ORGANIZATION<br />41% OF consumers believe that companies should use social media tools to solicit feedback on products and services #socialcrush<br />…tweetable moment<br />
  32. 32. TOOLS & TECHNOLOGY – NOT IMPORTANT<br />Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing. <br />Tools & technology change everyday. Consumer expectations don’t and they just increase #socialcrush<br />…tweetable moment<br />
  33. 33. SO, THE QUESTION IS …<br />How do we live up to customer expectations?<br />
  34. 34. KICK ASS PRODUCTS<br />
  35. 35. SUPERIOR CUSTOMER SERVICE<br />
  36. 36. PROACTIVE COMMUNITY ENGAGEMENT<br />
  37. 37. FROM TRANSPARANCY TO BELIEVABILITY<br />
  38. 38. PEOPLE BUY FROM COMPANIES THAT LISTEN<br />
  39. 39. STARBUCKS LISTENS AND ACTS TOO!<br />
  40. 40. DELL LISTENS AND ACTS TOO!<br />
  41. 41. THANK YOU FOR YOUR TIME TODAY!<br />HTTP://THESOCIALBUSINESSBOOK.COM<br />
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