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.

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.

5. Advocates are trusted among their peers and within their micro communities

6. Advocates are aiding and influencing others down the purchase funnel

9. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer

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