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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.

Published in Business , Technology
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Transcript

  • 1. 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
  • 2. 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
    • 3. They are Influential
    • 4. Amplified voice across the social web
    • 5. Google indexing critical conversations about companies
    • 6. Social Customers are trusted amongst their peers as influence grows
    • 7. Companies and brands join Twitter, Facebook and create corporate blogs
    • 8. Engage with the social customer in various channels
    • 9. Social Media teams are forming slowly
    • 10. Small budgets are allocated on a project basis to social media engagement and community building
    • 11. Organizations begin humanizing business operations
    • 12. Organizational models are formed to include social media
    • 13. Organizational silos are torn down between internal teams
    • 14. Governance models and social media policies are created
    • 15. 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
  • 16. 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
  • 17. 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
  • 18. THE NEW PURCHASE FUNNEL
    • A brand should build relationships with the social customer on order to drive advocacy
    • 19. Advocates talk about the brand, even when the brand isn’t listening
    • 20. Advocates are trusted among their peers and within their micro communities
    • 21. Advocates are aiding and influencing others down the purchase funnel
    • 22. 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
  • 23. 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
  • 24. ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS
    • The social brand has caused chaos and organizational anarchy in many companies today
    • 25. Employees are running wild on the intrawebs with little to no guidance, direction or governance
    • 26. 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
  • 27. USHERING IN SOCIAL BUSINESS
    • A social business is built upon three pillars – people, process and technology
    • 28. Change management and culture change is essential in order for genuine social business transformation to occur
    • 29. 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
  • 30. UNDERSTANDING THE DIFFERENCE
    A social brand focus external comms w/the social customer. Social business focuses on the internal says @britopian #socialcrush
    …tweetable moment
  • 31. 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
  • 32. 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
  • 33. SO, THE QUESTION IS …
    How do we live up to customer expectations?
  • 34. KICK ASS PRODUCTS
  • 35. SUPERIOR CUSTOMER SERVICE
  • 36. PROACTIVE COMMUNITY ENGAGEMENT
  • 37. FROM TRANSPARANCY TO BELIEVABILITY
  • 38. PEOPLE BUY FROM COMPANIES THAT LISTEN
  • 39. STARBUCKS LISTENS AND ACTS TOO!
  • 40. DELL LISTENS AND ACTS TOO!
  • 41. THANK YOU FOR YOUR TIME TODAY!
    HTTP://THESOCIALBUSINESSBOOK.COM