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How to Kick Ass, Take Names and Create Advocacy on the Social Web

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A presentation I gave at Social Crush in Charlotte, North Carolina.

Published in: Business, Technology
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How to Kick Ass, Take Names and Create Advocacy on the Social Web

  1. 1. How to kick ass and take names build community and create advocacy on the social web Michael Brito| @Britopian SVP, Social Business Planning, Edelman
  2. 2. Growing Customer Expectations 2009 Study 2010 Study 59% use Social Media to interact with brands 78% of use Social Media to interact with brands 93% believe a company should have a presence in social media 37% of users engaging companies or brands via new media at least once per week 43% of consumers say that companies should use social networks to solve the consumers' problems New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%). 41% believe that companies should use social media tools to solicit feedback on products and services
  3. 3. The Social Customer & Brand Experience Brand Discovery: Google Search, Word of Mouth Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing Brand Advocacy: Creating content, sharing, defending The Advocate (e.g. encourage friends to purchase) The Opinion Sharer (e.g. post review) The Participant (e.g. participate in a brand experience) The Informed (e.g. research products online)
  4. 4. <ul><ul><li>Advocates talk about the brand, even when the brand isn’t listening </li></ul></ul><ul><ul><li>Advocates are trusted among their peers and within their micro communities </li></ul></ul><ul><ul><li>Advocates are aiding and influencing others down the purchase funnel </li></ul></ul>The Advocate Purchase Funnel
  5. 5. Social Omnipresence <ul><ul><li>The customer journey is dynamic; and always changes </li></ul></ul><ul><ul><li>Brands need to have multiple customer touch points to break through the clutter </li></ul></ul><ul><ul><li>Customers need to hear things 3 – 5 times before the actually believe </li></ul></ul>
  6. 6. Optimizing The Hub & Spoke <ul><li>The content hub is the website, blog, content aggregator </li></ul><ul><li>Content should be optimized for search w/terms that are relevant to your business </li></ul><ul><li>Should be convenient for users to consume content within the channels that they are comfortable with </li></ul><ul><li>Facebook status updates that promote blog content </li></ul><ul><li>Other content shared NEEDS to add value to the conversation and community </li></ul>The Hub <ul><li>Occasional tweets on promoting blog content </li></ul><ul><li>Cross promoting other social channels, when relevant </li></ul><ul><li>Needs to be unique; not the same on FB </li></ul><ul><li>Optimize Youtube channel and new videos to link back hub/blog </li></ul><ul><li>Videos can be shared on Facebook, YouTube or through editorial </li></ul><ul><li>Optimize Google+ page with relevant links and content back to other channels </li></ul><ul><li>Should not duplicate content </li></ul><ul><li>Add Google+ icons to hub </li></ul>
  7. 7. It’s not necessarily about the network
  8. 8. It’s about people … <ul><ul><li>Tools are changing, consumers’ expectations aren’t </li></ul></ul><ul><ul><li>In fact, they want more out of brands. That is a good thing </li></ul></ul>
  9. 9. So, how we do live up to customer expectations ?
  10. 10. Kick Ass Products
  11. 11. Superior Customer Service
  12. 12. Proactive Community Engagement
  13. 13. Smart Content Creation & Positioning
  14. 14. It starts with listening
  15. 15. People buy from business that listen
  16. 16. Some tools to help you kick ass
  17. 17. Some tools to help you kick ass
  18. 18. Some tools to help you kick ass
  19. 19. We can never forget Google…
  20. 20. Key Takeaways: <ul><li>The social customer is gaining influence; pay attention to them by listening </li></ul><ul><li>Use tools to help scale your efforts internally </li></ul><ul><li>Don’t forget about Google </li></ul>
  21. 21. <ul><ul><li>Michael Brito </li></ul></ul><ul><ul><li>SVP, Social Business Planning </li></ul></ul><ul><ul><li>Edelman Digital </li></ul></ul><ul><ul><li>@Britopian </li></ul></ul>

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