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The Growing Influence of the Social CustomerSep 14, 2011<br />Michael Brito, SVP Social Business	<br />Edelman Digital<br ...
The Growing Influence of the Social CustomerSep 14, 2011<br />Michael Brito, SVP Social Business	<br />Edelman Digital<br ...
Customer expectations on the rise<br />3<br />
A day in the life of the social customer<br />4<br />The customer journey is dynamic; and always changes<br />Brands need ...
The social customer & brand experience<br />5<br />The Informed<br />(e.g. research products online)<br />Brand Discovery:...
The new purchase funnel cycle<br />6<br />The goal of every brand should be to transform the social customer into an advoc...
Customers seek help when making purchase decisions<br />7<br />Consumers turn to product/service information and customer ...
The social customer influences others<br />8<br />Negative information is just as powerful as positive<br />in influencing...
Next Steps<br />9<br />1<br />2<br />3<br />Prepare to scale internally i.e. hiring community managers, escalation/moderat...
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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

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

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