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The Rise of the Social Customer and their Impact on Business
 

The Rise of the Social Customer and their Impact on Business

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    The Rise of the Social Customer and their Impact on Business The Rise of the Social Customer and their Impact on Business Presentation Transcript

    • THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER #mwsf@BRITOPIAN ON TWITTER
    • THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology innovation gives • Companies and brands join • Organizations begin humanizing customers a voice Twitter, Facebook and create business operations • They are Influential corporate blogs • Organizational models are formed • Amplified voices across the social • Engage with the social customer in to include social media web various channels • Organizational silos are torn down • Google indexing critical • Social Media teams are forming between internal teams conversations about companies slowly • Governance models and social • Social Customers are trusted • Small budgets are allocated on a media policies are created amongst their peers as influence project basis to social media • Social becomes an essential grows engagement and community attribute of organizational culture building@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 AND BRAND EXPERIENCE The Informed (e.g. research products online) Brand Discovery: The Participant (e.g. participate in a brand Google Search, Word of Mouth experience) The Opinion Sharer Brand Participation: (e.g. post review) Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to Brand Advocacy: purchase) Creating content, sharing, defending@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 LEAKING RACISM CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT@BRITOPIAN ON TWITTER
    • CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….
    • MEASUREMENT INCONSISTENCY@BRITOPIAN ON TWITTER
    • ORGANIZATIONS FOCUSING ON INTERNAL CHANGE@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
    • FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Organization Channel Employee Technology Policies Guidelines Design Creation Activation Deployment• Legal document • Guides employees • Directs the • Address the • Process creation for • Enablement• Addresses behavior on the organization to creation of new, existing process for internal compliance and is social web maximize its new, external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy• Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across• Employees liable for of ownership for minimizes customer in employee the organization for actions Facebook, Corporat the social media job confusion proficiency e blogs function@BRITOPIAN ON TWITTER
    • CREATE A PARTICIPATORY LEARNING ORGANIZATION Training Curriculum FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP • Advanced tactics of Community Engagement and Management • Leveraging search to create social content for blogs Training Curriculum • Metrics deep dive – understanding metrics and making data driven • Basics of Community Engagement decisions Training Curriculum • Listening & Monitoring Tools and Apps • Advanced training on social tools and • Basics of Social Media • Intended Uses of Social Media technologies like Radian6, Meltwater • Overview of owned media channels to • Engagement Model & Escalation Buzz, Sprinklr, Shoutlet, CoTweet, and include enterprise communities, Process other publishing/listening platforms blogs, Facebook and Twitter accounts • Metrics Overview • Train the trainer • Policies & Guidelines WHITE BELT BLUE BELT BLACK BELT Awareness & Engagement Fluency & Participation Expertise & Ownership Organizational Expectations Organizational Expectations Organizational Expectations • Research & monitoring • Frequent tweeting and retweeting; • Frequent blogging, tweeting and • Listening to owned media channels responding to comments on/off of responding to comments on/off of • Escalate conversations to others enterprise owned media channels enterprise owned media channels • Responding to customer support issues • Solving customer support issues on and and escalating to appropriate channels off enterprise owned media channels • Basic community management • Mentoring and training white and blue belts; team brown bags • Speaking at conferences • Participate in and attend bi-weekly social media integrations forums@BRITOPIAN ON TWITTER
    • ACTIVATING EMPLOYEES TO ENGAGE Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Vimeo, YouTube, Twitvid, Qik, Livestream, Video Record, upload video: live streaming, Hangouts Ustream, Google+ Content Creators Instagram, Picplz, Hipstamatic, Flickr, Advanced Photos Upload and Tag images Picassa Wordpress, Tumblr, Posterous, Microsoft Blogs Write and publish blog content blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Micro Share product related news, announcements Twitter, Friendfeed Blogging within micro blogging platforms Conversationalist Social Engage in two way dialogue about products, Intermediate Facebook, Orkut, Quora, Google+ Networks events and company news 3rd Party Respond to comments in 3rd party blogs NA Blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Send product related emails to friends, family Email NA Participant members and colleagues Basic Follow @brand and corresponding product Social Twitter handles , “Like” Brand Products on Facebook, Orkut, Quora, Google+ Networks Facebook – RT, Like, Share posts@BRITOPIAN ON TWITTER
    • ESTABLISHING A CONTENT LIBRARY@BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice@BRITOPIAN ON TWITTER
    • ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice@BRITOPIAN ON TWITTER
    • ALIGNMENT = BUSINESS RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure@BRITOPIAN ON TWITTER
    • SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues@BRITOPIAN ON TWITTER
    • 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!
    • THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM@BRITOPIAN ON TWITTER