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The Growing Influence of the Social Customer - #FSMU
 

The Growing Influence of the Social Customer - #FSMU

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Foodservice Social Media Universe 2011.

Foodservice Social Media Universe 2011.

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    The Growing Influence of the Social Customer - #FSMU The Growing Influence of the Social Customer - #FSMU Presentation Transcript

    • The Growing Influence of
      the Social Customer
      Michael Brito
      SVP, Social Business Planning
      Edelman Digital
      … I’m @Britopian on Twitter in case you care
    • THE EVOLUTION OF SOCIAL BUSINESS
      2008 to present
      THE EVOLUTION OF SOCIAL BUSINESS
      #FSMU
      SOCIAL BUSINESS
      2003 to present
      SOCIAL BRAND
      1995 to present
      SOCIAL CUSTOMER
      • Technology Innovation gives customers a voice
      • They are Influential
      • Amplified voice across the social web
      • Google indexing critical conversations about companies
      • Social Customers are trusted amongst their peers as influence grows
      • Companies and brands join Twitter, Facebook and create corporate blogs
      • Engage with the social customer in various channels
      • Social Media teams are forming slowly
      • 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
    • OTHER TIMES, IT’S A BIG DEAL
      #FSMU
    • ACTION SPEAKS LOUDER THAN WORDS
      #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!