Your SlideShare is downloading. ×
0
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Growing Influence of the Social Customer - #FSMU

1,836

Published on

Foodservice Social Media Universe 2011.

Foodservice Social Media Universe 2011.

Published in: Technology, Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,836
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
47
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Growing Influence of <br />the Social Customer<br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br />… I’m @Britopian on Twitter in case you care<br />
  • 2. THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />#FSMU<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology Innovation gives customers a voice
  • 3. They are Influential
  • 4. Amplified voice across the social web
  • 5. Google indexing critical conversations about companies
  • 6. Social Customers are trusted amongst their peers as influence grows
  • 7. Companies and brands join Twitter, Facebook and create corporate blogs
  • 8. Engage with the social customer in various channels
  • 9. Social Media teams are forming slowly
  • 10. Small budgets are allocated on a project basis to social media engagement and community building
  • 11. Organizations begin humanizing business operations
  • 12. Organizational models are formed to include social media
  • 13. Organizational silos are torn down between internal teams
  • 14. Governance models and social media policies are created
  • 15. Social becomes an essential attribute of organizational culture</li></ul>… I’m @Britopian on Twitter in case you care<br />
  • 16. CUSTOMER EXPECTATIONS ON THE RISE<br />#FSMU<br />… I’m @Britopian on Twitter in case you care<br />
  • 17. A DAY IN THE LIFE OF THE SOCIAL CUSTOMER<br />#FSMU<br />The customer journey is dynamic; and always changes<br />Brands need to have multiple customer touch points to break through the clutter<br />Customers need to hear things 3 – 5 times before the actually believe<br />… I’m @Britopian on Twitter in case you care<br />
  • 18. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE<br />#FSMU<br />The Informed<br />(e.g. research products online)<br />Brand Discovery:<br />Google Search, Word of Mouth<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Brand Participation:<br />Fanning, following, liking<br />Brand Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Brand Advocacy:<br />Creating content, sharing, defending<br />… I’m @Britopian on Twitter in case you care<br />
  • 19. THE NEW PURCHASE FUNNEL CYCLE<br />#FSMU<br />The goal of every brand should be to transform the social customer into an advocate<br />Advocates talk about the brand, even when the brand isn’t listening<br />Advocates are trusted among their peers and within their micro communities<br />Advocates are aiding and influencing others down the purchase funnel<br />… I’m @Britopian on Twitter in case you care<br />
  • 20. BE SMART AND LISTEN FIRST<br />#FSMU<br />“<br />Spend time listening to social customers and determine if you can add value<br />“<br />
  • 21. BASIC CONVERSATIONAL AUDIT <br />#FSMU<br />…this tells you “where” the conversation is happening about the brand<br />
  • 22. TOPICAL SHARE OF VOICE <br />#FSMU<br />… this tells you how relevant your brand is within <br />certain online conversations<br />
  • 23. Listening to the social customer without any type of action is worse <br />than not listening at all #FSMU<br />- @britopian<br />TWEETABLE MOMENT<br />
  • 24. SOMETIMES IT’S THE SMALL THINGS THAT REALLY MATTER<br />#FSMU<br />
  • 25. OTHER TIMES, IT’S A BIG DEAL<br />#FSMU<br />
  • 26. ACTION SPEAKS LOUDER THAN WORDS<br />#FSMU<br />
  • 27. PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT! <br />#FSMU<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />
  • 28. SO WHAT DOES THIS MEAN FOR BUSINESS<br />#FSMU<br />Programs<br />Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy<br />Crisis<br />SOCIAL BRAND (External)<br />SOCIAL BUSINESS (Internal)<br />MEASURABLE OUTCOMES<br />Training<br />ProcessCollaborationOrganization Models<br />Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture<br />Infographic by @armano<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />Infrastructure<br />
  • 29. SOCIAL BUSINESS VALUE CREATION MODEL<br />#FSMU<br />SalesAdvocacyProduct Feedback<br />Customer Satisfaction<br />Value <br />Creation<br />Social listening<br />Workflow/Process<br />EngagementProduct DiscountsRelevant ContentSolving customer issues<br />Brand EnablementProduct InnovationProcess Improvement<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />
  • 30. QUESTIONS?<br />#FSMU<br />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! <br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br />Michael.Brito@edelman.com<br />@Britopian<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />

×