The Rise of the Social Customer and Thier Impact on Business

THE RISE OF THE SOCIAL CUSTOMER
AND THEIR IMPACT ON BUSINESS
MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
@BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS
2008 to present
THE EVOLUTION OF SOCIAL BUSINESS
SOCIAL BUSINESS
2003 to present
SOCIAL BRAND
1995 to present
SOCIAL CUSTOMER
Technology Innovation gives customers a voice
They are Influential
Amplified voices 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

HOW DOES THE SOCIAL CUSTOMER BEHAVE?
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 (Edelman Trust Barometer)

THE SOCIAL CUSTOMER AND BRAND EXPERIENCE
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

THE NEW PURCHASE FUNNEL
A brand should build relationships with the social customer on order to drive advocacy
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
The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

Any questions so far?

DEFINING A SOCIAL BRAND
“
A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.

ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
The social brand has caused chaos and organizational anarchy in many companies today
Employees are running wild on the intrawebs with little to no guidance, direction or governance
Different geographies and business units are creating social communities externally and not sharing or communicating internally

USHERING IN SOCIAL BUSINESS
A social business is built upon three pillars – people, process and technology
Change management and culture change is essential in order for genuine social business transformation to occur
Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first

SOCIAL BUSINESS DEFINED
“
A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.

UNDERSTANDING THE DIFFERENCE

CHAOS EXISTS IN THE ORGANIZATION TODAY
TWEETS
BLOG POSTS
FACEBOOK UPDATES
THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO!
LEAKING CONFIDENTIAL INFORMATION
RACISM
HATE SPEACH
BASHING
COMPETITORS
TALKING
SMACK
ABOUT MANAGEMENT

What about now?
Any questions?

CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
I have been on the marketing team for 4 years now and WE OWN the Facebook page!
DO YOU UNDERSTAND?
I just wanted to post our press release….

FROM CHAOS TO GOVERNANCE
GOVERNANCE MODEL

CREATE A PARTICIPATORY LEARNING ORGANIZATION
Training Curriculum
Advanced tactics of Community Engagement and Management
Leveraging search to create social content for blogs
Metrics deep dive – understanding metrics and making data driven decisions
Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
Train the trainer
Training Curriculum
FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
Basics of Community Engagement
Listening & Monitoring Tools and Apps
Intended Uses of Social Media
Engagement Model &Escalation Process
Metrics Overview
Training Curriculum
Basics of Social Media
Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
Policies & Guidelines
WHITE BELT
Awareness & Engagement
BLUE BELTFluency & Participation
BLACK BELT
Expertise & Ownership
Organizational Expectations
Research & monitoring
Listening to owned media channels
Escalate conversations to others
Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
Responding to customer support issues and escalating to appropriate channels
Basic community management
Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
Solving customer support issues on and off enterprise owned media channels
Mentoring and training white and blue belts; team brown bags
Speaking at conferences
Participate in and attend bi-weekly social media integrations forums

ACTIVATING EMPLOYEES TO ENGAGE
Content Creators
Conversationalist
Participant

ESTABLISHING A CONTENT LIBRARY
Aggregating all branded content and making it very easy for employees to share it within their social graph!

ESTABLISHING A MEASUREMENT FRAMEWORK

ESTABLISHING A MEASUREMENT FRAMEWORK
It’s imperative that everyone in the organization measures social media consistently!

ALIGNMENT = BUSINESS RESULTS
Programs
Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
MEASURABLE OUTCOMES
Training
ProcessCollaborationOrganization Models
Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture
Infographic by @armano
Infrastructure

SOCIAL BUSINESS VALUE CREATION MODEL
SalesAdvocacyProduct Feedback
Value creation is what determines success from every perspective!
Customer Satisfaction
Value
Creation
Social listening
Workflow/Process
EngagementProduct DiscountsRelevant ContentSolving customer issues
Brand EnablementProduct InnovationProcess Improvement

Listening to the social customer without any type of action is worse
than not listening at all
- @britopian
TWEETABLE MOMENT

SOMETIMES IT’S THE SMALL THINGS

SOMETIMES IT’S THE NOT SO SMALL THINGS

ACTION SPEAKS LOUDER THAN WORDS!

THANK YOU FOR YOUR TIME!
Michael Brito
SVP, Social Business Planning
Edelman Digital
Michael.Brito@edelman.com
@Britopian
HTTP://THESOCIALBUSINESSBOOK.COM

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The Rise of the Social Customer and Thier Impact on Business

by Michael Brito on Sep 29, 2011

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The Rise of the Social Customer and Thier Impact on Business — Presentation Transcript