How Corporations Relate to the Social Consumer

How Corporations Relate to the Social Consumer
What the Model Looks Like Now and How it Needs to Evolve

Traditional Corporation Relating to a Customer
customer

Corporation Relating to the Social Consumer

The Discover
Determine your brand purpose based on positioning and architecture - what you say about your brand
Engage in active listeningto discover what consumers are saying and how they feel about your brand
Use social media to connect with consumers and close the gap between marketing and reality
The gap and what needs to happen to close the gap should determine which internal team leads social media

The Evolution
Phase 1 is about using social media to close the gap and fix what is broken about your brand
Phase 2 is devoted to provingto the social consumer that you were listeningand that you have been improving
Phase 3 is exploringand experimentingwith ways to weave social into the DNA of your organization
Phase 4is tying virtual and real life across all customer touch points, building and strengthening connectionsand driving behavior

The End
Read more at my blog www.sociallysavvyone.com
Who Owns Social : 4 Questions to Answer Before You Decide
The Author
Jennifer Polk
Twitter: @jenpolk1

How Corporations Relate to the Social Consumer

by Jennifer Polk

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How Corporations Relate to the Social Consumer Presentation Transcript