WOMMA Summit - Social Customer

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  • 1. WOMMA Welcomes You To SUMMIT 2011 Michael Brito SVP, Social Business Planning, Edelman Digital
  • 2. THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
  • 3. THE EVOLUTION OF SOCIAL BUSINESS @BRITOPIAN ON TWITTER Slides are here: http://slidesha.re/sic2011 1 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
    SOCIAL BRAND SOCIAL BUSINESS
    • 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
    1995 to present 2003 to present 2008 to present THE EVOLUTION OF SOCIAL BUSINESS
  • 4. Who Is The Social Customer?
  • 5. 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 the actually believe (Edelman Trust Barometer)
    Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 3
  • 6. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE BRAND IMPACT GOOGLE PRODUCTS & SERVICES MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 4
  • 7. THE NEW PURCHASE FUNNEL
    • A brand should build relationships with the social customer on 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
    Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 5
  • 8. 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. Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 6
  • 9. Slides are here: http://slidesha.re/sic2011 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 7
  • 10. CHAOS EXISTS IN THE ORGANIZATION TODAY LEAKING CONFIDENTIAL INFORMATION RACISM HATE SPEECH TALKING SMACK ABOUT MANAGEMENT TWEETS BLOG POSTS FACEBOOK UPDATES BASHING COMPETITORS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 8
  • 11. EMPLOYEES DON’T KNOW HOW TO BEHAVE Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 9
  • 12. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! DO YOU UNDERSTAND? Relax … I just wanted to post our press release…. @BRITOPIAN ON TWITTER 10
  • 13. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 11
  • 14. MEASUREMENT INCONSISTENCY Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 12
  • 15. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 13
  • 16. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 14
  • 17. ESTABLISHING A CONTENT LIBRARY Aggregating all branded content and making it very easy for employees to share it within their social graph! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 15
  • 18. ESTABLISHING A MEASUREMENT FRAMEWORK It’s imperative that everyone in the organization measures social media consistently! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 16
  • 19. 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
    Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 17
  • 20. SOCIAL BUSINESS DEFINED “ Social business planning is the blueprint for the transformation of an organization—bridging the external with internal, resulting in a more connected way of doing business which creates shared value for all stakeholders Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 18
  • 21. BUSINESS & BRAND ALIGNMENT = RESULTS Infographic by @armano Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 19 Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Programs Infrastructure
  • 22. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Engagement Product Discounts Relevant Content Solving customer issues Brand Enablement Product Innovation Process Improvement Value Creation Value creation is what determines success from every perspective! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 20
  • 23. Listening to the social customer without any type of action is worse than not listening at all - @britopian
  • 24. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER 22
  • 25. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER 23
  • 26. SOMETIMES IT’S A BFD .. @BRITOPIAN ON TWITTER 24
  • 27. ACTION SPEAKS LOUDER THAN WORDS! @BRITOPIAN ON TWITTER 25
  • 28. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital [email_address] @Britopian HTTP://THE SOCIALBUSINESS BOOK.COM Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 26