Social Media @ USF<br />Michael Brito, Vice President, Edelman Digital<br />
Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />
The Social Customer<br />The Informed<br />(e.g. research products online)<br />Digital Discovery:<br />Active (Google)<br...
Advocates & The Purchase Funnel<br /><ul><li>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</li></li></ul><li...
Brands Need to be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, ...
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 t...
Adding Value to the Conversation<br />
Becoming the Trusted Source<br />
Authentic & Believable<br />Change you can Believe in … <br />
Builds Trust<br />
… Happens as a result of listening<br />
Increases reach of messages ….<br />
Increases the organic search results <br />
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Social Media at the University of San Francisco

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I gave this presentation to a class of MBA students at the University of San Francisco.

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  • high quality☆ reasonable price☆
    free shi pping accept pay pal,
    you can order all kind of things you want,
    believe me , trust me .
    ☆☆☆ www.happyshopping100.com -=★
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  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  • Social Media at the University of San Francisco

    1. 1. Social Media @ USF<br />Michael Brito, Vice President, Edelman Digital<br />
    2. 2. Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />
    3. 3. The Social Customer<br />The Informed<br />(e.g. research products online)<br />Digital Discovery:<br />Active (Google)<br />Passive (Social RSS)<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Accessible Participation:<br />Fanning, following, liking<br />Micro-Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Social Advocacy:<br />Creating content, sharing<br />”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.<br />
    4. 4. Advocates & The Purchase Funnel<br /><ul><li>Advocates talk about the brand, even when the brand isn’t listening
    5. 5. Advocates are trusted among their peers and within their micro communities
    6. 6. Advocates are aiding and influencing others down the purchase funnel
    7. 7. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></li></ul><li>Ok, so now what?<br />
    8. 8. Brands Need to be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    9. 9. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    10. 10. 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</li></li></ul><li>It’s not just about content …<br />It’s about the right content, at the right time, to the right person in the right channel<br />Relevant content:<br />adds value to the conversation<br />positions you as a trusted source of information<br />is authentic and believable<br />build trust with the community<br />happens as a result of listening and acting<br />increases the reach of your messages<br />increases your “organic” search rankings<br />
    11. 11. Adding Value to the Conversation<br />
    12. 12. Becoming the Trusted Source<br />
    13. 13. Authentic & Believable<br />Change you can Believe in … <br />
    14. 14. Builds Trust<br />
    15. 15. … Happens as a result of listening<br />
    16. 16. Increases reach of messages ….<br />
    17. 17. Increases the organic search results <br />
    18. 18. Authentic & Real-time Community Engagement<br />
    19. 19. People Buy From Engaged Brands <br />Engagement Correlates to financial Performance<br />
    20. 20. Questions?<br />Michael Brito<br />Michael.Brito@Edelman.com<br />http://twitter.com/Britopian<br />http://www.britopian.com<br />

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