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Social Media at the University of San Francisco

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Michael Brito | Zeno Group
Michael Brito | Zeno Group

The document discusses how social media has changed consumer expectations and behaviors. Consumers now research products online, participate in brand experiences, share opinions and reviews, and advocate for brands as trusted sources. Brands need an omnipresent social media strategy to engage these consumers across multiple touchpoints and channels. An effective strategy provides relevant content that adds value, positions the brand as a trusted source, and builds trust through authentic engagement and listening to conversations.

Business
1 of 17
Social Media @ USF Michael Brito, Vice President, Edelman Digital
Growing Consumer Expectations http://www.coneinc.com/content2601 http://www.coneinc.com/content1182
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.
Advocates & The Purchase Funnel ,[object Object]
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,[object Object]
Brands Need to be Market Omnipresent ,[object Object]
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,[object Object]
Adding Value to the Conversation
Becoming the Trusted Source
Authentic & Believable Change you can Believe in …
Builds Trust
… Happens as a result of listening
Increases reach of messages ….
Increases the organic search results

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Social Media at the University of San Francisco

Editor's Notes

  1. SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  2. SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
  3. SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?