3. A DAY IN THE LIFE OF THE SOCIAL CUSTOMER 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 … I’m @Britopian on Twitter in case you care
4. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending … I’m @Britopian on Twitter in case you care
5. THE NEW PURCHASE FUNNEL CYCLE The goal of every brand should be to transform the social customer into an advocate 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 … I’m @Britopian on Twitter in case you care
6. I like to listen. I have learned a great deal from listening carefully. Most people never listen. - Ernest Hemingway
7. BE SMART AND LISTEN FIRST “ Spend time listening to the conversation and determine if you can add value “
9. TOPICAL SHARE OF VOICE … this tells you how relevant your brand is within certain online conversations
10. CONVERSATION TRENDS 3 conversation spikes during the course of the year … this shows trends and spikes of conversations during the calendar year
11. A company like DreamWorks, all we do is make product. That's all we do. We don't own distribution. We are purely in the creation of content. - Jeffrey Katzenberg
12. CREATING A CONTENT STRATEGY – RELEVANT & CONSISTENT … I’m @Britopian on Twitter in case you care
13. CREATING A CONTENT STRATEGY – ADDING VALUE/SOLVING PROBS It’s one thing to solve individual customer issues. It’s another to fix the ROOT CAUSE of the problem!
14. CREATING A CONTENT STRATEGY – REAL TIME ANALYTICS Knowing what content is being share/liked/RT’d the most should help drive the content strategy
15. CREATING A CONTENT STRATEGY – DON’T FORGET GOOGLE Understanding search behavior will help create editorial content
16. CREATING A CONTENT STRATEGY - TIMING It’s not just “what” you are posting, it’s “when” you are actually posting it
17. CONTENT STRATEGY FRAMEWORK Internal Listening Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings External Listening Existing Social Media Engagement | News Articles | Online Monitoring | Search … I’m @Britopian on Twitter in case you care
18. Nature is too thin a screen; the glory of the omnipresent God bursts through everywhere - Ralph Waldo Emerson
39. CREATING A MEASUREMENT FRAMEWORK Metrics are important! But ensuring that EVERYONE in the organization is measuring social media the same way is just as important …
40. After all is said and done, a lot more will have been said than done - Author Unknown
43. QUESTIONS? I wrote a book and 100% of the royalties are being donated to Not For Sale – a non profit organization that is fighting to abolish Human Sex Trafficking! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian … I’m @Britopian on Twitter in case you care