My INSURER PTE LTD - Insurtech Innovation Award 2024
The Growing Influence of the Social Customer - #FSMU
1. The Growing Influence of the Social Customer Michael Brito SVP, Social Business Planning Edelman Digital … I’m @Britopian on Twitter in case you care
17. A DAY IN THE LIFE OF THE SOCIAL CUSTOMER #FSMU 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
18. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE #FSMU 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
19. THE NEW PURCHASE FUNNEL CYCLE #FSMU 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
20. BE SMART AND LISTEN FIRST #FSMU “ Spend time listening to social customers and determine if you can add value “
27. PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT! #FSMU … I’m @Britopian – tweet me and I’ll tweet you back!
28. SO WHAT DOES THIS MEAN FOR BUSINESS #FSMU Programs Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training ProcessCollaborationOrganization Models Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture Infographic by @armano … I’m @Britopian – tweet me and I’ll tweet you back! Infrastructure
29. SOCIAL BUSINESS VALUE CREATION MODEL #FSMU SalesAdvocacyProduct Feedback Customer Satisfaction Value Creation Social listening Workflow/Process EngagementProduct DiscountsRelevant ContentSolving customer issues Brand EnablementProduct InnovationProcess Improvement … I’m @Britopian – tweet me and I’ll tweet you back!
30. QUESTIONS? #FSMU 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 – tweet me and I’ll tweet you back!