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

1. 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

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@BRITOPIAN ON TWITTER

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)@BRITOPIAN ON TWITTER

19. 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

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@BRITOPIAN ON TWITTER

25. 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

26. 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

27. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! DO YOU UNDERSTAND? Relax … I just wanted to post our press release….

28. MEASUREMENT INCONSISTENCY @BRITOPIAN ON TWITTER

29. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE @BRITOPIAN ON TWITTER

30. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL @BRITOPIAN ON TWITTER

32. Change management and culture change is essential in order for genuine social business transformation to occur

33. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER

34. 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

35. 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

36. 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

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

38. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER

39. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER

40. SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions @BRITOPIAN ON TWITTER

41. ACTION SPEAKS LOUDER THAN WORDS!

42. What’s next?

44. Other content shared NEEDS to add value to the conversation and community

45. Optimize Youtube channel and new videos to link back hub/blog

47. Content should be optimized for search w/terms that are relevant to your business

48. Should be convenient for users to consume content within the channels that they are comfortable with

49. Occasional tweets on promoting blog content

50. Cross promoting other social channels, when relevant

51. Needs to be unique; not the same on FB

52. Optimize Google+ page with relevant links and content back to other channels

53. Should not duplicate content

54. Add Google+ icons to hub@BRITOPIAN ON TWITTER

55. 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

56. Send em’ a tweet … @simplymeasured TOOLS TO HELP SCALE - SIMPLY MEASURED @BRITOPIAN ON TWITTER

57. Send em’ a tweet … @crowdbooster TOOLS TO HELP SCALE – CROWD BOOSTER @BRITOPIAN ON TWITTER

58. Send em’ a tweet … @hootsuite TOOLS TO HELP SCALE – HOOTSUITE @BRITOPIAN ON TWITTER

59. Send em’ a tweet … @bufferapp TOOLS TO HELP SCALE – BUFFER APP @BRITOPIAN ON TWITTER

60. Send em’ a tweet … @klout TOOLS TO HELP SCALE – BUFFER APP @BRITOPIAN ON TWITTER

61. 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