THE RISE OF THE SOCIAL CUSTOMER  <br />AND THEIR IMPACT ON BUSINESS<br />MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING<br ...
THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL  BUSINESS<br />200...
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</li></ul>@BRITOPIAN  ON TWITTER<br />
HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br /><ul><li>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)</li></ul>@BRITOPIAN  ON T...
THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE<br />GOOGLE PRODUCTS & SERVICES<br />MINIMAL PARTICIPATION <br />(FRIENDS, FANS...
THE NEW PURCHASE FUNNEL<br /><ul><li>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</li></ul>@BRITOPI...
DEFINING A SOCIAL BRAND<br />“<br />A social brand is any company, product, individual, politician that uses social techno...
CHAOS EXISTS IN THE ORGANIZATION TODAY<br />TWEETS<br />BLOG POSTS<br />FACEBOOK UPDATES<br />THERE IS CERTAIN BEHAVIOR AN...
CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT<br />My team owns the Facebook page!!<br />DO YOU UNDERSTAND?<br />Relax … ...
MEASUREMENT INCONSISTENCY<br />@BRITOPIAN  ON TWITTER<br />
ORGANIZATIONS FOCUSING ON INTERNAL CHANGE<br />@BRITOPIAN  ON TWITTER<br />
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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.

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

  1. 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 />@BRITOPIAN ON TWITTER<br />
  2. 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. 3. They are Influential
  4. 4. Amplified voices across the social web
  5. 5. Google indexing critical conversations about companies
  6. 6. Social Customers are trusted amongst their peers as influence grows
  7. 7. Companies and brands join Twitter, Facebook and create corporate blogs
  8. 8. Engage with the social customer in various channels
  9. 9. Social Media teams are forming slowly
  10. 10. Small budgets are allocated on a project basis to social media engagement and community building
  11. 11. Organizations begin humanizing business operations
  12. 12. Organizational models are formed to include social media
  13. 13. Organizational silos are torn down between internal teams
  14. 14. Governance models and social media policies are created
  15. 15. Social becomes an essential attribute of organizational culture</li></ul>@BRITOPIAN ON TWITTER<br />
  16. 16. HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br /><ul><li>The customer journey is dynamic; and always changes
  17. 17. Brands need to have multiple customer touch points to break through the clutter
  18. 18. Customers need to hear things 3 – 5 times before they actually believe (Edelman Trust Barometer)</li></ul>@BRITOPIAN ON TWITTER<br />
  19. 19. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE<br />GOOGLE PRODUCTS & SERVICES<br />MINIMAL PARTICIPATION <br />(FRIENDS, FANS 7 FOLLOWERS<br />ENGAGEMENT<br />SHARE CONTENT WHEN CONVENIENT<br />MAY POST A REVIEW (POSITIVE AND NEGATIVE)<br />AID AND INFLUENCE THEIR MICROCOMMUNITIES<br />DOWN THE PURCHASE FUNNEL THOUGH ORGANIC<br />CONVERSATIONS<br />BRAND IMPACT<br />@BRITOPIAN ON TWITTER<br />
  20. 20. THE NEW PURCHASE FUNNEL<br /><ul><li>A brand should build relationships with the social customer in order to drive advocacy
  21. 21. Advocates talk about the brand, even when the brand isn’t listening
  22. 22. Advocates are trusted among their peers and within their micro-communities
  23. 23. Advocates are aiding and influencing others down the purchase funnel
  24. 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. 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. 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. 27. CONFUSION OF ROLES & 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. 28. MEASUREMENT INCONSISTENCY<br />@BRITOPIAN ON TWITTER<br />
  29. 29. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE<br />@BRITOPIAN ON TWITTER<br />
  30. 30. FROM CHAOS TO GOVERNANCE<br />GOVERNANCE MODEL<br />@BRITOPIAN ON TWITTER<br />
  31. 31. USHERING IN SOCIAL BUSINESS<br /><ul><li>A social business is built upon three pillars – people, process and technology
  32. 32. Change management and culture change is essential in order for genuine social business transformation to occur
  33. 33. 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 />
  34. 34. 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 />
  35. 35. 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 & DevelopmentPolicies & GuidelinesKnowledge SharingCulture<br />Infographic by @armano<br />@BRITOPIAN ON TWITTER<br />Infrastructure<br />
  36. 36. 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 />
  37. 37. Listening to the social customer without any type of action is worse <br />than not listening at all<br />- @britopian<br />TWEETABLE MOMENT<br />
  38. 38. SOMETIMES IT’S THE SMALL THINGS<br />@BRITOPIAN ON TWITTER<br />
  39. 39. SOMETIMES IT’S THE NOT SO SMALL THINGS<br />@BRITOPIAN ON TWITTER<br />
  40. 40. 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 />
  41. 41. ACTION SPEAKS LOUDER THAN WORDS!<br />
  42. 42. What’s next?<br />
  43. 43. OPTIMIZE YOUR HUB & SPOKES<br /><ul><li>Facebook status updates that promote blog content
  44. 44. Other content shared NEEDS to add value to the conversation and community
  45. 45. Optimize Youtube channel and new videos to link back hub/blog
  46. 46. Videos can be shared on Facebook, YouTube or through editorial</li></ul>The Hub<br /><ul><li>The content hub is the website, blog, content aggregator
  47. 47. Content should be optimized for search w/terms that are relevant to your business
  48. 48. Should be convenient for users to consume content within the channels that they are comfortable with
  49. 49. Occasional tweets on promoting blog content
  50. 50. Cross promoting other social channels, when relevant
  51. 51. Needs to be unique; not the same on FB
  52. 52. Optimize Google+ page with relevant links and content back to other channels
  53. 53. Should not duplicate content
  54. 54. Add Google+ icons to hub</li></ul>@BRITOPIAN ON TWITTER<br />
  55. 55. CREATE YOUR CONTENT MARKETING PLAN<br />Internal Listening<br />Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings<br />External Listening<br />Existing Social Media Engagement | News Articles | Online Monitoring | Search <br />@BRITOPIAN ON TWITTER<br />
  56. 56. Send em’ a tweet … @simplymeasured<br />TOOLS TO HELP SCALE - SIMPLY MEASURED<br />@BRITOPIAN ON TWITTER<br />
  57. 57. Send em’ a tweet … @crowdbooster<br />TOOLS TO HELP SCALE – CROWD BOOSTER<br />@BRITOPIAN ON TWITTER<br />
  58. 58. Send em’ a tweet … @hootsuite<br />TOOLS TO HELP SCALE – HOOTSUITE<br />@BRITOPIAN ON TWITTER<br />
  59. 59. Send em’ a tweet … @bufferapp<br />TOOLS TO HELP SCALE – BUFFER APP<br />@BRITOPIAN ON TWITTER<br />
  60. 60. Send em’ a tweet … @klout<br />TOOLS TO HELP SCALE – BUFFER APP<br />@BRITOPIAN ON TWITTER<br />
  61. 61. THANK YOU FOR YOUR TIME!<br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br />Michael.Brito@edelman.com<br />@Britopian<br />A copy of the slides can be downloaded from Slideshare:<br />http://slidesha.re/meltwater<br />HTTP://THESOCIALBUSINESSBOOK.COM<br />@BRITOPIAN ON TWITTER<br />
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