The Growing Influence of the Social Customer - #FSMU


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Foodservice Social Media Universe 2011.

Published in: Technology, Business

The Growing Influence of the Social Customer - #FSMU

  1. 1. The Growing Influence of <br />the Social Customer<br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br />… I’m @Britopian on Twitter in case you care<br />
  2. 2. THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />#FSMU<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology Innovation gives customers a voice
  3. 3. They are Influential
  4. 4. Amplified voice across the social web
  5. 5. Google indexing critical conversations about companies
  6. 6. Social Customers are trusted amongst their peers as influence grows
  7. 7. Companies and brands join Twitter, Facebook and create corporate blogs
  8. 8. Engage with the social customer in various channels
  9. 9. Social Media teams are forming slowly
  10. 10. Small budgets are allocated on a project basis to social media engagement and community building
  11. 11. Organizations begin humanizing business operations
  12. 12. Organizational models are formed to include social media
  13. 13. Organizational silos are torn down between internal teams
  14. 14. Governance models and social media policies are created
  15. 15. Social becomes an essential attribute of organizational culture</li></ul>… I’m @Britopian on Twitter in case you care<br />
  16. 16. CUSTOMER EXPECTATIONS ON THE RISE<br />#FSMU<br />… I’m @Britopian on Twitter in case you care<br />
  17. 17. A DAY IN THE LIFE OF THE SOCIAL CUSTOMER<br />#FSMU<br />The customer journey is dynamic; and always changes<br />Brands need to have multiple customer touch points to break through the clutter<br />Customers need to hear things 3 – 5 times before the actually believe<br />… I’m @Britopian on Twitter in case you care<br />
  18. 18. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE<br />#FSMU<br />The Informed<br />(e.g. research products online)<br />Brand Discovery:<br />Google Search, Word of Mouth<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Brand Participation:<br />Fanning, following, liking<br />Brand Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Brand Advocacy:<br />Creating content, sharing, defending<br />… I’m @Britopian on Twitter in case you care<br />
  19. 19. THE NEW PURCHASE FUNNEL CYCLE<br />#FSMU<br />The goal of every brand should be to transform the social customer into an advocate<br />Advocates talk about the brand, even when the brand isn’t listening<br />Advocates are trusted among their peers and within their micro communities<br />Advocates are aiding and influencing others down the purchase funnel<br />… I’m @Britopian on Twitter in case you care<br />
  20. 20. BE SMART AND LISTEN FIRST<br />#FSMU<br />“<br />Spend time listening to social customers and determine if you can add value<br />“<br />
  21. 21. BASIC CONVERSATIONAL AUDIT <br />#FSMU<br />…this tells you “where” the conversation is happening about the brand<br />
  22. 22. TOPICAL SHARE OF VOICE <br />#FSMU<br />… this tells you how relevant your brand is within <br />certain online conversations<br />
  23. 23. Listening to the social customer without any type of action is worse <br />than not listening at all #FSMU<br />- @britopian<br />TWEETABLE MOMENT<br />
  25. 25. OTHER TIMES, IT’S A BIG DEAL<br />#FSMU<br />
  27. 27. PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT! <br />#FSMU<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />
  28. 28. SO WHAT DOES THIS MEAN FOR BUSINESS<br />#FSMU<br />Programs<br />Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy<br />Crisis<br />SOCIAL BRAND (External)<br />SOCIAL BUSINESS (Internal)<br />MEASURABLE OUTCOMES<br />Training<br />ProcessCollaborationOrganization Models<br />Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture<br />Infographic by @armano<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />Infrastructure<br />
  29. 29. SOCIAL BUSINESS VALUE CREATION MODEL<br />#FSMU<br />SalesAdvocacyProduct Feedback<br />Customer Satisfaction<br />Value <br />Creation<br />Social listening<br />Workflow/Process<br />EngagementProduct DiscountsRelevant ContentSolving customer issues<br />Brand EnablementProduct InnovationProcess Improvement<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />
  30. 30. QUESTIONS?<br />#FSMU<br />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! <br />Michael Brito<br />SVP, Social Business Planning<br />Edelman Digital<br /><br />@Britopian<br />… I’m @Britopian – tweet me and I’ll tweet you back!<br />