The Growing Influence of the Social Customer - #FSMU
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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!