Small budgets are allocated on a project basis to social media engagement and community building
Organizations begin humanizing business operations
Organizational models are formed to include social media
Organizational silos are torn down between internal teams
Governance models and social media policies are created
Social becomes an essential attribute of organizational culture
… I’m @Britopian on Twitter in case you care
CUSTOMER EXPECTATIONS ON THE RISE #FSMU … I’m @Britopian on Twitter in case you care
A DAY IN THE LIFE OF THE SOCIAL CUSTOMER #FSMU The customer journey is dynamic; and always changes Brands need to have multiple customer touch points to break through the clutter Customers need to hear things 3 – 5 times before the actually believe … I’m @Britopian on Twitter in case you care
THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE #FSMU The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending … I’m @Britopian on Twitter in case you care
THE NEW PURCHASE FUNNEL CYCLE #FSMU The goal of every brand should be to transform the social customer into an advocate 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 … I’m @Britopian on Twitter in case you care
BE SMART AND LISTEN FIRST #FSMU “ Spend time listening to social customers and determine if you can add value “
BASIC CONVERSATIONAL AUDIT #FSMU …this tells you “where” the conversation is happening about the brand
TOPICAL SHARE OF VOICE #FSMU … this tells you how relevant your brand is within certain online conversations
Listening to the social customer without any type of action is worse than not listening at all #FSMU - @britopian TWEETABLE MOMENT
SOMETIMES IT’S THE SMALL THINGS THAT REALLY MATTER #FSMU
PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT! #FSMU … I’m @Britopian – tweet me and I’ll tweet you back!
SO WHAT DOES THIS MEAN FOR BUSINESS #FSMU Programs Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training ProcessCollaborationOrganization Models Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture Infographic by @armano … I’m @Britopian – tweet me and I’ll tweet you back! Infrastructure
SOCIAL BUSINESS VALUE CREATION MODEL #FSMU SalesAdvocacyProduct Feedback Customer Satisfaction Value Creation Social listening Workflow/Process EngagementProduct DiscountsRelevant ContentSolving customer issues Brand EnablementProduct InnovationProcess Improvement … I’m @Britopian – tweet me and I’ll tweet you back!
QUESTIONS? #FSMU I wrote a book and 100% of the royalties are being donated to Not For Sale – a non profit organization that is fighting to abolish Human Sex Trafficking! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian … I’m @Britopian – tweet me and I’ll tweet you back!