The Social Customer The Informed (e.g. research products online) Digital Discovery: Active (Google) Passive (Social RSS) The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Accessible Participation: Fanning, following, liking Micro-Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Social Advocacy: Creating content, sharing ”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.
A customer journey is dynamic; they live in the their streams (Twitter, News feed)
People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
It’s not just about content … It’s about the right content, at the right time, to the right person in the right channel Relevant content: adds value to the conversation positions you as a trusted source of information is authentic and believable build trust with the community happens as a result of listening and acting increases the reach of your messages increases your “organic” search rankings