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.

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

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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?

Transcript

  • 1. Social Media @ USF
    Michael Brito, Vice President, Edelman Digital
  • 2. Growing Consumer Expectations
    http://www.coneinc.com/content2601
    http://www.coneinc.com/content1182
  • 3. 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.
  • 4. Advocates & The Purchase Funnel
    • Advocates talk about the brand, even when the brand isn’t listening
    • 5. Advocates are trusted among their peers and within their micro communities
    • 6. Advocates are aiding and influencing others down the purchase funnel
    • 7. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact
  • Ok, so now what?
  • 8. Brands Need to be Market Omnipresent
    • A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    • 9. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    • 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
  • 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
  • 11. Adding Value to the Conversation
  • 12. Becoming the Trusted Source
  • 13. Authentic & Believable
    Change you can Believe in …
  • 14. Builds Trust
  • 15. … Happens as a result of listening
  • 16. Increases reach of messages ….
  • 17. Increases the organic search results
  • 18. Authentic & Real-time Community Engagement
  • 19. People Buy From Engaged Brands
    Engagement Correlates to financial Performance
  • 20. Questions?
    Michael Brito
    Michael.Brito@Edelman.com
    http://twitter.com/Britopian
    http://www.britopian.com