• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The Rise of the Social Customer and Thier Impact on Business - Meltwater Group
 

The Rise of the Social Customer and Thier Impact on Business - Meltwater Group

on

  • 8,026 views

I presented this at the Meltwater Group's Customer Event in SF and NY.

I presented this at the Meltwater Group's Customer Event in SF and NY.

Statistics

Views

Total Views
8,026
Views on SlideShare
5,361
Embed Views
2,665

Actions

Likes
18
Downloads
175
Comments
0

26 Embeds 2,665

http://buzz.meltwater.com 1552
http://www.blogworld.com 250
http://www.goloso.cl 248
http://meltwater.hatchplatform.com 139
http://paper.li 126
http://www.nyhus.com 125
http://www.sociallyperforming.com 56
http://stagewww.meltwaterbuzz.com 56
http://blog.meltwater.com 50
http://patomonge.tumblr.com 15
http://buzz.wdslab.com 11
http://www.linkedin.com 8
http://a0.twimg.com 5
http://nyhus 4
http://www.gleanster.com 4
http://jhublogforsocialmedia.wordpress.com 3
https://twitter.com 3
http://207.46.192.232 2
http://mest.hatchplatform.com 1
https://www.linkedin.com 1
http://nyhus.def.im 1
http://twitter.com 1
http://blog1stop.com 1
http://nyhus.project9creative.com 1
http://stagewww2.meltwaterbuzz.com 1
http://www.theofficialboard.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Rise of the Social Customer and Thier Impact on Business - Meltwater Group The Rise of the Social Customer and Thier Impact on Business - Meltwater Group Presentation Transcript

    • THE RISE OF THE SOCIAL CUSTOMER
      AND THEIR IMPACT ON BUSINESS
      MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
      EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
      #mwsf
      @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
      @BRITOPIAN ON TWITTER
    • 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 they actually believe (Edelman Trust Barometer)
      @BRITOPIAN ON TWITTER
    • 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
      @BRITOPIAN ON TWITTER
    • THE NEW PURCHASE FUNNEL
      • A brand should build relationships with the social customer in 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
      @BRITOPIAN ON TWITTER
    • 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.
      @BRITOPIAN ON TWITTER
    • 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 JEOPARDY AND GET YOU FIRED TOO!
      LEAKING CONFIDENTIAL INFORMATION
      RACISM
      HATE SPEECH
      BASHING
      COMPETITORS
      TALKING
      SMACK
      ABOUT MANAGEMENT
      @BRITOPIAN ON TWITTER
    • CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
      My team owns the Facebook page!!
      DO YOU UNDERSTAND?
      Relax … I just wanted to post our press release….
    • MEASUREMENT INCONSISTENCY
      @BRITOPIAN ON TWITTER
    • ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
      @BRITOPIAN ON TWITTER
    • 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
      @BRITOPIAN ON TWITTER
    • SOCIAL BUSINESS DEFINED

      A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.
      @BRITOPIAN ON TWITTER
    • FROM CHAOS TO GOVERNANCE
      GOVERNANCE MODEL
      @BRITOPIAN ON TWITTER
    • 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
      Organizational Expectations
      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
      @BRITOPIAN ON TWITTER
    • ACTIVATING EMPLOYEES TO ENGAGE
      Content Creators
      Conversationalist
      Participant
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A CONTENT LIBRARY
      Aggregating all branded content and making it very easy for employees to share it within their social graph!
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK
      @BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK
      It’s imperative that everyone in the organization measures social media consistently!
      @BRITOPIAN ON TWITTER
    • 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
      @BRITOPIAN ON TWITTER
      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
      @BRITOPIAN ON TWITTER
    • 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
      @BRITOPIAN ON TWITTER
    • SOMETIMES IT’S THE NOT SO SMALL THINGS
      @BRITOPIAN ON TWITTER
    • SOMETIMES IT’S A BFD
      Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions
      @BRITOPIAN ON TWITTER
    • 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
      @BRITOPIAN ON TWITTER