Your SlideShare is downloading. ×
0
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
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
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
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
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
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
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
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
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
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
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
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
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
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

8,553

Published on

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.

Published in: Business, Technology
0 Comments
18 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
8,553
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
179
Comments
0
Likes
18
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. THE RISE OF THE SOCIAL CUSTOMER <br />AND THEIR IMPACT ON BUSINESS<br />MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING<br />EDELMAN DIGITAL | @BRITOPIAN ON TWITTER<br />#mwsf<br />@BRITOPIAN ON TWITTER<br />
  • 2. THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology innovation gives customers a voice
  • 3. They are Influential
  • 4. Amplified voices across the social web
  • 5. Google indexing critical conversations about companies
  • 6. Social Customers are trusted amongst their peers as influence grows
  • 7. Companies and brands join Twitter, Facebook and create corporate blogs
  • 8. Engage with the social customer in various channels
  • 9. Social Media teams are forming slowly
  • 10. Small budgets are allocated on a project basis to social media engagement and community building
  • 11. Organizations begin humanizing business operations
  • 12. Organizational models are formed to include social media
  • 13. Organizational silos are torn down between internal teams
  • 14. Governance models and social media policies are created
  • 15. Social becomes an essential attribute of organizational culture</li></ul>@BRITOPIAN ON TWITTER<br />
  • 16. HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br /><ul><li>The customer journey is dynamic; and always changes
  • 17. Brands need to have multiple customer touch points to break through the clutter
  • 18. Customers need to hear things 3 – 5 times before they actually believe (Edelman Trust Barometer)</li></ul>@BRITOPIAN ON TWITTER<br />
  • 19. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE<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 />@BRITOPIAN ON TWITTER<br />
  • 20. THE NEW PURCHASE FUNNEL<br /><ul><li>A brand should build relationships with the social customer in order to drive advocacy
  • 21. Advocates talk about the brand, even when the brand isn’t listening
  • 22. Advocates are trusted among their peers and within their micro-communities
  • 23. Advocates are aiding and influencing others down the purchase funnel
  • 24. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>@BRITOPIAN ON TWITTER<br />
  • 25. DEFINING A SOCIAL BRAND<br />“<br />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. <br />@BRITOPIAN ON TWITTER<br />
  • 26. CHAOS EXISTS IN THE ORGANIZATION TODAY<br />TWEETS<br />BLOG POSTS<br />FACEBOOK UPDATES<br />THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEOPARDY AND GET YOU FIRED TOO!<br />LEAKING CONFIDENTIAL INFORMATION<br />RACISM<br />HATE SPEECH<br />BASHING <br />COMPETITORS<br />TALKING <br />SMACK <br />ABOUT MANAGEMENT<br />@BRITOPIAN ON TWITTER<br />
  • 27. CONFUSION OF ROLES &amp; RESPONSIBILTIES, CONFLICT<br />My team owns the Facebook page!!<br />DO YOU UNDERSTAND?<br />Relax … I just wanted to post our press release….<br />
  • 28. MEASUREMENT INCONSISTENCY<br />@BRITOPIAN ON TWITTER<br />
  • 29. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE<br />@BRITOPIAN ON TWITTER<br />
  • 30. USHERING IN SOCIAL BUSINESS<br /><ul><li>A social business is built upon three pillars – people, process and technology
  • 31. Change management and culture change is essential in order for genuine social business transformation to occur
  • 32. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first</li></ul>@BRITOPIAN ON TWITTER<br />
  • 33. SOCIAL BUSINESS DEFINED<br />“<br />A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.<br />@BRITOPIAN ON TWITTER<br />
  • 34. FROM CHAOS TO GOVERNANCE<br />GOVERNANCE MODEL<br />@BRITOPIAN ON TWITTER<br />
  • 35. CREATE A PARTICIPATORY LEARNING ORGANIZATION<br />Training Curriculum<br /><ul><li>Advanced tactics of Community Engagement and Management
  • 36. Leveraging search to create social content for blogs
  • 37. Metrics deep dive – understanding metrics and making data driven decisions
  • 38. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
  • 39. Train the trainer</li></ul>Training Curriculum<br />FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP<br /><ul><li>Basics of Community Engagement
  • 40. Listening &amp; Monitoring Tools and Apps
  • 41. Intended Uses of Social Media
  • 42. Engagement Model &amp;Escalation Process
  • 43. Metrics Overview</li></ul>Training Curriculum<br /><ul><li>Basics of Social Media
  • 44. Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
  • 45. Policies &amp; Guidelines</li></ul>WHITE BELT<br />Awareness &amp; Engagement<br />BLUE BELTFluency &amp; Participation<br />BLACK BELT<br />Expertise &amp; Ownership<br />Organizational Expectations<br />Organizational Expectations<br />Organizational Expectations<br /><ul><li>Research &amp; monitoring
  • 46. Listening to owned media channels
  • 47. Escalate conversations to others
  • 48. Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
  • 49. Responding to customer support issues and escalating to appropriate channels
  • 50. Basic community management
  • 51. Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
  • 52. Solving customer support issues on and off enterprise owned media channels
  • 53. Mentoring and training white and blue belts; team brown bags
  • 54. Speaking at conferences
  • 55. Participate in and attend bi-weekly social media integrations forums</li></ul>@BRITOPIAN ON TWITTER<br />
  • 56. ACTIVATING EMPLOYEES TO ENGAGE<br />Content Creators<br />Conversationalist<br />Participant<br />@BRITOPIAN ON TWITTER<br />
  • 57. ESTABLISHING A CONTENT LIBRARY<br />Aggregating all branded content and making it very easy for employees to share it within their social graph!<br />@BRITOPIAN ON TWITTER<br />
  • 58. ESTABLISHING A MEASUREMENT FRAMEWORK<br />@BRITOPIAN ON TWITTER<br />
  • 59. ESTABLISHING A MEASUREMENT FRAMEWORK<br />It’s imperative that everyone in the organization measures social media consistently!<br />@BRITOPIAN ON TWITTER<br />
  • 60. ALIGNMENT = BUSINESS RESULTS<br />Programs<br />Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy<br />Crisis<br />SOCIAL BRAND (External)<br />SOCIAL BUSINESS (Internal)<br />MEASURABLE OUTCOMES<br />Training<br />ProcessCollaborationOrganization Models<br />Research &amp; DevelopmentPolicies &amp; GuidelinesKnowledge SharingCulture<br />Infographic by @armano<br />@BRITOPIAN ON TWITTER<br />Infrastructure<br />
  • 61. SOCIAL BUSINESS VALUE CREATION MODEL<br />SalesAdvocacyProduct Feedback<br />Value creation is what determines success from every perspective!<br />Customer Satisfaction<br />Value <br />Creation<br />Social listening<br />Workflow/Process<br />EngagementProduct DiscountsRelevant ContentSolving customer issues<br />Brand EnablementProduct InnovationProcess Improvement<br />@BRITOPIAN ON TWITTER<br />
  • 62. Listening to the social customer without any type of action is worse <br />than not listening at all<br />- @britopian<br />TWEETABLE MOMENT<br />
  • 63. SOMETIMES IT’S THE SMALL THINGS<br />@BRITOPIAN ON TWITTER<br />
  • 64. SOMETIMES IT’S THE NOT SO SMALL THINGS<br />@BRITOPIAN ON TWITTER<br />
  • 65. SOMETIMES IT’S A BFD<br />Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions<br />@BRITOPIAN ON TWITTER<br />
  • 66. ACTION SPEAKS LOUDER THAN WORDS!<br />
  • 67. THANK YOU FOR YOUR TIME!<br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br />Michael.Brito@edelman.com<br />@Britopian<br />HTTP://THESOCIALBUSINESSBOOK.COM<br />@BRITOPIAN ON TWITTER<br />

×