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How Customers Are Forcing Business To Be More Social

How Customers Are Forcing Business To Be More Social Presentation at the PRSSA 2012 National Conference.

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How Customers Are Forcing
Business To Be More Social
Michael Brito
SVP, Social Business
Edelman Digital

PRSSA 2012 National Conference
WE LIVE IN THE CONNECTED ECONOMY
BRANDS ARE STARTING TO PAY ATTENTION
COMMUNCATION REACHES AFAR
EVERYONE HAS A VOICE, INFLUENTIAL
THE RISE OF SOCIAL BUSINESS
Ad

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How Customers Are Forcing Business To Be More Social

  • 1. How Customers Are Forcing Business To Be More Social Michael Brito SVP, Social Business Edelman Digital PRSSA 2012 National Conference
  • 2. WE LIVE IN THE CONNECTED ECONOMY
  • 3. BRANDS ARE STARTING TO PAY ATTENTION
  • 5. EVERYONE HAS A VOICE, INFLUENTIAL
  • 6. THE RISE OF SOCIAL BUSINESS
  • 7. CORE BUSINESS OBJECTIVES REMAIN THE SAME
  • 8. Who Is The Social Customer And Why Are They Important? I am cancelling I am not Did you hear my @netflix happy! about account @Netflix? I am not happy either! @Britopian
  • 9. The Customer Journey Is Dynamic; Inundated With Messages • A customer journey is dynamic; they live in the their streams (Twitter, News feed) • People need to hear things up to 5 times before they actually believe it (Edelman Trust Barometer) • Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard @Britopian
  • 10. Customers Rely On Online Reviews Before Making Purchases @Britopian
  • 11. Omnipresence & Consistent Messaging Is A Business Imperative CHANGE THIS @Britopian
  • 12. Leveraging The Hub & Spoke To Maximize Reach & Engagement • Facebook status • Optimize Youtube channel updates that promote and new videos to link back blog content hub/blog • Other content shared The Hub • Videos can be shared on NEEDS to add value to Facebook, YouTube or the conversation and • The content hub is the website, through editorial community blog, content aggregator • Content should be optimized for search w/terms that are relevant to your business • Should be convenient for users to consume content within the • Occasional tweets on channels that they are promoting blog content comfortable with • Optimize Google+ page with • Cross promoting other relevant links and content social channels, when back to other channels relevant • Should not duplicate content • Needs to be unique; not • Add Google+ icons to hub the same on FB @Britopian
  • 13. From Friends, Fans And Followers To Customer Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy INCREASED ENGAGEMENT RELEVANT CONTENT HUMAN VOICE SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS Participate GOOGLE PRODUCTS & SERVICES Research @Britopian
  • 14. Advocates Affect The Purchase Funnel Via Organic Conversations @Britopian
  • 15. Social Media Has Caused Marketing Challenges Lack of Marketing Inconsistent Social 1 Integration 3 Media Measurement Practices Disjointed Content Challenges With 2 Marketing & Community 4 Scaling Social Media Management Practices Programs Globally @Britopian
  • 16. Social Business Planning Can Help Solve These Problems ― 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 and shared value for all stakeholders. @Britopian
  • 17. Delivering Value Across The Stakeholder Ecosystem Is Key COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY @Britopian
  • 18. The Difference Between A Social Brand And Social Business Planning Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND BUSINESS SOCIAL (External) RESULTS BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure @Britopian
  • 19. Content Marketing / Community Management Framework ITERATION Internal External Listening PLAN/ RESEARCH CREATE ENGAGE MEASURE Listening Corporate Community Engagement Communications News Articles Internal Communications Audit the content that current Inspirational Inform the Month to Month fans are sharing within their content community Growth Online Monitoring Product Organizations social channels Community Company News & Solve customer Membership Search Engine Behavior Subject Matter Experts Plan for relevant content that Events problems drives maximum engagement – Month to Month the right content, at the right 3rd Party Article & @reply influencers Growth In time in the right channel to the Blog Post Mentions Engagement right customer Ask questions Contests, Quotes, External Bi-Weekly and Daily Content Surveys & Other Respond to Benchmark Calendars Content That Spurs questions, Metrics – Share Engagement comments and Of 6 Month Thematic Content concerns Voice/Engagem Calendars ent Connect community Daily ―Tips‖ And Product News members with each Based On Real Time Listening other via @replies and Feedback From The Community Just say ―thank you‖ @Britopian
  • 20. Robust Content Marketing Requires Operational Excellence ITERATION Internal External Listening PLAN/ RESEARCH CREATE ENGAGE MEASURE Listening Technology Technology Collaboration Workflows Collaboration Workflows Feedback Processes OPERATONAL INITATIVES Feedback Processes Escalation Path Escalation Path Identifying Roles & Responsibilities Content Publishing Platform Collaboration between organizations (Marketing, PR, Support, Product, Regional teams Social CRM technology investments & Deployment (Publishing, Customer Data, Measurement) Customer Support Integration & Workflows Global Scalability of Social Programs Social Media Training @Britopian
  • 21. Start Thinking Like A Media Company MESSAGING PLANNING CREATION | CURATION Brand Narrative/Messaging Identifying Roles & Determining Financial Responsibilities Investment For Content Target Segmentation Creation Process & Workflows For Community Insights (how do Approvals Supportive Technology they view the brand, how do they talk about it? Employee And Customer Programs, Campaigns, Participation Product Launches Search Behavior Internal Collaboration With Social CRM INTEGRATION Web Analytics Support and Other Teams Paid / Earned / Owned Media 3rd Party Content OPTIMIZATION Global Integration (programs & campaigns) MEASUREMENT Real Time Analytics Engagement Metrics Escalation Work Flows DISTRIBUTION Clicks, Page Views, Downloads, Sales, Community Identifying the Right Platforms Growth COMMUNITY MANAGEMENT Global Expansion Behavior Change Governance Command Center Operations Brand Sentiment And Awareness Solving Customer Problems Reciprocal Altruism @Britopian
  • 22. 5 Smart Things To Remember 1. Start thinking like a media company 2. Have an internal plan that can help you scale 3. Content is not king – the Right content, at the Right time, in the Right channel to the Right customer is king 4. Integration is key to conversion 5. Listen before anything @Britopian

Editor's Notes

  1. http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
  2. This is the process of a community manager’s roles and daily responsiblitiy
  3. Establishingavoic
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