Brands Need to be Market Omnipresent with Michael Brito

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"Humanizing Business and the Brand"
Your Ambassador Ecosystem

Michael Brito presentation from Markedu social media marketing webinar talking about his approach to social business with excerpts from his book

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Brands Need to be Market Omnipresent with Michael Brito

  1. 1. Humanizing Business and Brands<br />Michael Brito <br />Vice President<br />Edelman Digital<br />Photo by agent3012<br />http://www.flickr.com/photos/agent3012/ <br />
  2. 2. Humanizing Business Operations<br />
  3. 3. Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />
  4. 4. Trust is Important<br />
  5. 5. Advocacy<br /><ul><li>Advocates talk about the brand, even when the brand isn’t listening
  6. 6. Advocates are trusted among their peers and within their micro communities
  7. 7. Advocates are aiding and influencing others down the purchase funnel
  8. 8. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></li></ul><li>Ok, so now what?<br />
  9. 9. Brands Need to be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, News feed)
  10. 10. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
  11. 11. 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</li></li></ul><li>Operationalize Social Media Internally<br /><ul><li>Culture
  12. 12. Executive Support
  13. 13. Transparency
  14. 14. Employee Activation
  15. 15. Collaboration
  16. 16. Governance
  17. 17. Policies & Procedures
  18. 18. Training
  19. 19. Technology
  20. 20. Global considerations
  21. 21. Technology
  22. 22. Collaboration Software
  23. 23. Social CRM
  24. 24. Social Publishing</li></li></ul><li>Identify Brand “Spokespersons” <br />
  25. 25. Corporate Versus Personal Profiles<br /><ul><li>Corporate profiles are more one-way focused; less conversational
  26. 26. Company news, reports, acquisitions, earnings, press releases
  27. 27. Managed by more than one person
  28. 28. Usually owned/managed by Corporate Communications
  29. 29. Company branded with logo, colors
  30. 30. Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
  31. 31. Links to company home page, blog
  32. 32. Company owned
  33. 33. Personal, conversational
  34. 34. Content shared is more about the person and when they do for a company, not the company in general
  35. 35. Personal brand
  36. 36. 80/20 rule
  37. 37. Links to personal blog or LinkedIn account
  38. 38. Employee owned</li></li></ul><li>Hybrid Profiles<br />
  39. 39. From Transparency to Believability<br />Change you can Believe in … <br />
  40. 40. Authentic & Real-time Community Engagement<br />
  41. 41. People Buy From Engaged Brands <br />Engagement Correlates to financial Performance<br />
  42. 42. From Social Brand to Social Business<br />

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