The Rise of the Social Customer for Seattle Chamber of Commerce.
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The Rise of the Social Customer for Seattle Chamber of Commerce.

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The Rise of the Social Customer for Seattle Chamber of Commerce.

The Rise of the Social Customer for Seattle Chamber of Commerce.

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The Rise of the Social Customer for Seattle Chamber of Commerce. The Rise of the Social Customer for Seattle Chamber of Commerce. Presentation Transcript

  • 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
    @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 & THE BRAND EXPERIENCE
    GOOGLE PRODUCTS & SERVICES
    MINIMAL PARTICIPATION
    (FRIENDS, FANS 7 FOLLOWERS
    ENGAGEMENT
    SHARE CONTENT WHEN CONVENIENT
    MAY POST A REVIEW (POSITIVE AND NEGATIVE)
    AID AND INFLUENCE THEIR MICROCOMMUNITIES
    DOWN THE PURCHASE FUNNEL THOUGH ORGANIC
    CONVERSATIONS
    BRAND IMPACT
    @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
  • FROM CHAOS TO GOVERNANCE
    GOVERNANCE MODEL
    @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
  • 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!
  • What’s next?
  • OPTIMIZE YOUR HUB & SPOKES
    • Facebook status updates that promote blog content
    • Other content shared NEEDS to add value to the conversation and community
    • Optimize Youtube channel and new videos to link back hub/blog
    • Videos can be shared on Facebook, YouTube or through editorial
    The Hub
    • The content hub is the website, blog, content aggregator
    • Content should be optimized for search w/terms that are relevant to your business
    • Should be convenient for users to consume content within the channels that they are comfortable with
    • Occasional tweets on promoting blog content
    • Cross promoting other social channels, when relevant
    • Needs to be unique; not the same on FB
    • Optimize Google+ page with relevant links and content back to other channels
    • Should not duplicate content
    • Add Google+ icons to hub
    @BRITOPIAN ON TWITTER
  • CREATE YOUR CONTENT MARKETING PLAN
    Internal Listening
    Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings
    External Listening
    Existing Social Media Engagement | News Articles | Online Monitoring | Search
    @BRITOPIAN ON TWITTER
  • Send em’ a tweet … @simplymeasured
    TOOLS TO HELP SCALE - SIMPLY MEASURED
    @BRITOPIAN ON TWITTER
  • Send em’ a tweet … @crowdbooster
    TOOLS TO HELP SCALE – CROWD BOOSTER
    @BRITOPIAN ON TWITTER
  • Send em’ a tweet … @hootsuite
    TOOLS TO HELP SCALE – HOOTSUITE
    @BRITOPIAN ON TWITTER
  • Send em’ a tweet … @bufferapp
    TOOLS TO HELP SCALE – BUFFER APP
    @BRITOPIAN ON TWITTER
  • Send em’ a tweet … @klout
    TOOLS TO HELP SCALE – BUFFER APP
    @BRITOPIAN ON TWITTER
  • THANK YOU FOR YOUR TIME!
    Michael Brito
    SVP, Social Business Planning
    Edelman Digital
    Michael.Brito@edelman.com
    @Britopian
    A copy of the slides can be downloaded from Slideshare:
    http://slidesha.re/meltwater
    HTTP://THESOCIALBUSINESSBOOK.COM
    @BRITOPIAN ON TWITTER