The Growing Influence of the Social Customer #L2LTour
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The Growing Influence of the Social Customer #L2LTour

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A quick presentation I gave at the Lithium Technologies "Like to Love' Breakfast. #L2LTour

A quick presentation I gave at the Lithium Technologies "Like to Love' Breakfast. #L2LTour

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  • Slide 4 is a great way of conceptualizing the steps from brand discovery to advocate. Great stuff. Thanks for sharing!
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The Growing Influence of the Social Customer #L2LTour Presentation Transcript

  • 1. The Growing Influence of the Social CustomerSep 14, 2011
    Michael Brito, SVP Social Business
    Edelman Digital
    @Britopian
  • 2. The Growing Influence of the Social CustomerSep 14, 2011
    Michael Brito, SVP Social Business
    Edelman Digital
    @Britopian
  • 3. Customer expectations on the rise
    3
  • 4. A day in the life of the social customer
    4
    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
  • 5. The social customer & brand experience
    5
    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
  • 6. The new purchase funnel cycle
    6
    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
  • 7. Customers seek help when making purchase decisions
    7
    Consumers turn to product/service information and customer reviews, but blogs are
    gaining traction. Before deciding whether to purchase, consumers go online to:
  • 8. The social customer influences others
    8
    Negative information is just as powerful as positive
    in influencing consumers’ purchase decisions
  • 9. Next Steps
    9
    1
    2
    3
    Prepare to scale internally i.e. hiring community managers, escalation/moderation and social media policies
    Conversational audit & determine if you can add value to the conversation
    Establish a measurement framework
  • 10. Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian
    Thank you!
    10