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THE RISE OF THE SOCIAL CUSTOMER
   AND THEIR IMPACT ON BUSINESS
                        MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
                           EDELMAN DIGITAL | @BRITOPIAN ON TWITTER




                                                                        #mwsf

@BRITOPIAN ON TWITTER
THE EVOLUTION OF SOCIAL BUSINESS

                                                                                         2008 to present
         THE EVOLUTION OF SOCIAL BUSINESS
                                                  2003 to present                                  SOCIAL BUSINESS


         1995 to present                              SOCIAL BRAND


              SOCIAL CUSTOMER

        • Technology innovation gives          • Companies and brands join            • Organizations begin humanizing
          customers a voice                      Twitter, Facebook and create           business operations
        • They are Influential                   corporate blogs                      • Organizational models are formed
        • Amplified voices across the social   • Engage with the social customer in     to include social media
          web                                    various channels                     • Organizational silos are torn down
        • Google indexing critical             • Social Media teams are forming         between internal teams
          conversations about companies          slowly                               • Governance models and social
        • Social Customers are trusted         • Small budgets are allocated on a       media policies are created
          amongst their peers as influence       project basis to social media        • Social becomes an essential
          grows                                  engagement and community               attribute of organizational culture
                                                 building




@BRITOPIAN ON TWITTER
HOW DOES THE SOCIAL CUSTOMER BEHAVE?


    • 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 they
      actually believe (Edelman
      Trust Barometer)




@BRITOPIAN ON TWITTER
THE SOCIAL CUSTOMER AND BRAND EXPERIENCE

                                                           The Informed
                                                  (e.g. research products online)

           Brand Discovery:                                The Participant
                                                     (e.g. participate in a brand
           Google Search, Word of Mouth                      experience)

                                                        The Opinion Sharer
           Brand Participation:                          (e.g. post review)
           Fanning, following, liking


           Brand Sharing:
           Easy, habitual, publishing
                                                             The Advocate
                                                      (e.g. encourage friends to
           Brand Advocacy:                                     purchase)
           Creating content, sharing, defending




@BRITOPIAN ON TWITTER
THE NEW PURCHASE FUNNEL


    • A brand should build relationships with
      the social customer in order to drive
      advocacy
    • 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
    • The reach of one advocate is minimal; as
      an aggregate, the total reach can make a
      strong business impact




@BRITOPIAN ON TWITTER
DEFINING A SOCIAL BRAND

              A social brand is any company, product, individual, politician that uses social technologies
              in order to communicate with the social customer, their partners and constituencies or the
              general public.




@BRITOPIAN ON TWITTER
CHAOS EXISTS IN THE ORGANIZATION TODAY
                                            TWEETS
                                            BLOG POSTS
                                            FACEBOOK
                                            UPDATES


   LEAKING                                               RACISM
   CONFIDENTIAL
   INFORMATION




                        HATE SPEECH




   BASHING
   COMPETITORS

                                      TALKING
                                      SMACK
                                      ABOUT
                                      MANAGEMENT
@BRITOPIAN ON TWITTER
CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
                                                  My team owns the
                                                   Facebook page!!
    Relax … I just
  wanted to post our                             DO YOU UNDERSTAND?
   press release….
MEASUREMENT INCONSISTENCY




@BRITOPIAN ON TWITTER
ORGANIZATIONS FOCUSING ON INTERNAL CHANGE




@BRITOPIAN ON TWITTER
USHERING IN SOCIAL BUSINESS


    • A social business is built upon three
      pillars – people, process and
      technology
    • Change management and culture
      change is essential in order for
      genuine social business
      transformation to occur
    • Organizations cannot have effective
      external conversations with
      customers unless they can have
      effective, internal conversations
      with each other first




@BRITOPIAN ON TWITTER
SOCIAL BUSINESS DEFINED


              A social business is any organization that has integrated
              and operationalized social media within every job function
              (and process) internally.




@BRITOPIAN ON TWITTER
FROM CHAOS TO GOVERNANCE

                                                 GOVERNANCE MODEL


                                                  Organization              Channel                Employee              Technology
       Policies             Guidelines
                                                    Design                  Creation               Activation            Deployment

• Legal document      • Guides employee's • Directs the              • Address the          • Process creation for • Enablement
• Addresses             behavior on the         organization to        creation of            new, existing          process for internal
  compliance and is     social web              maximize its           new, external facing   employees that         / external social
  very specific on    • It’s good practice to   structure to ensure    social media           want to engage         applications
  what not to do        co-create guidelines    efficiencies and       channels               externally           • Security & Privacy
• Governs employees     with employees          scale                • Creates consist      • Training modules     • Ensures technology
  behavior            • Moderation policies   • Provides guidance      messaging and          creates an increase    consistency across
• Employees liable      for                     of ownership for       minimizes customer     in employee            the organization
  for actions           Facebook, Corporat      the social media job   confusion              proficiency
                        e blogs                 function




@BRITOPIAN ON TWITTER
CREATE A PARTICIPATORY LEARNING ORGANIZATION

                                                                                                  Training Curriculum
              FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
                                                                                                  •   Advanced tactics of Community
                                                                                                      Engagement and Management
                                                                                                  •   Leveraging search to create social
                                                                                                      content for blogs
                                                     Training Curriculum                          •   Metrics deep dive – understanding
                                                                                                      metrics and making data driven
                                                      •   Basics of Community Engagement              decisions
         Training Curriculum
                                                      •   Listening & Monitoring Tools and Apps   •   Advanced training on social tools and
          •   Basics of Social Media                  •   Intended Uses of Social Media               technologies like Radian6, Meltwater
          •   Overview of owned media channels to     •   Engagement Model & Escalation               Buzz, Sprinklr, Shoutlet, CoTweet, and
              include enterprise communities,             Process                                     other publishing/listening platforms
              blogs, Facebook and Twitter accounts    •   Metrics Overview                        •   Train the trainer
          •   Policies & Guidelines

         WHITE BELT                                   BLUE BELT                                       BLACK BELT
         Awareness & Engagement                       Fluency & Participation                         Expertise & Ownership

          Organizational Expectations                Organizational Expectations                  Organizational Expectations
          •    Research & monitoring                  • Frequent tweeting and retweeting;         • Frequent blogging, tweeting and
          •    Listening to owned media channels        responding to comments on/off of            responding to comments on/off of
          •    Escalate conversations to others         enterprise owned media channels             enterprise owned media channels
                                                      • Responding to customer support issues     • Solving customer support issues on and
                                                        and escalating to appropriate channels      off enterprise owned media channels
                                                      • Basic community management                • Mentoring and training white and blue
                                                                                                    belts; team brown bags
                                                                                                  • Speaking at conferences
                                                                                                  • Participate in and attend bi-weekly social
                                                                                                    media integrations forums



@BRITOPIAN ON TWITTER
ACTIVATING EMPLOYEES TO ENGAGE

                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                    Tools/Technologies

                                                                                                            Vimeo, YouTube, Twitvid, Qik, Livestream,
                                              Video        Record, upload video: live streaming, Hangouts
                                                                                                            Ustream, Google+
      Content Creators
                                                                                                            Instagram, Picplz, Hipstamatic, Flickr,
                          Advanced            Photos       Upload and Tag images
                                                                                                            Picassa
                                                                                                            Wordpress, Tumblr, Posterous, Microsoft
                                              Blogs        Write and publish blog content
                                                                                                            blogs


                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                    Tools/Technologies

                                              Micro        Share product related news, announcements
                                                                                                            Twitter, Friendfeed
                                              Blogging     within micro blogging platforms
      Conversationalist
                                              Social       Engage in two way dialogue about products,
                          Intermediate                                                                      Facebook, Orkut, Quora, Google+
                                              Networks     events and company news
                                              3rd Party
                                                           Respond to comments in 3rd party blogs           NA
                                              Blogs


                          Proficiency Level   Channel(s)   Employee Engagement Behaviors                    Tools/Technologies


                                                           Send product related emails to friends, family
                                              Email                                                         NA
         Participant                                       members and colleagues
                          Basic
                                                           Follow @brand and corresponding product
                                              Social
                                                           Twitter handles , “Like” Brand Products on       Facebook, Orkut, Quora, Google+
                                              Networks
                                                           Facebook – RT, Like, Share posts


@BRITOPIAN ON TWITTER
ESTABLISHING A CONTENT LIBRARY




@BRITOPIAN ON TWITTER
ESTABLISHING A MEASUREMENT FRAMEWORK


                Financial Impact
                Metrics
                • ROI
                • Paid, Earned, Owned Media Value
                • Purchase Funnel Metrics




                           Non Financial
                           Impact Metrics
                           • Community Health - Growth
                           • Community Health – Membership
                           • Community Health – Engagement
                           • Share of Voice




@BRITOPIAN ON TWITTER
ESTABLISHING A MEASUREMENT FRAMEWORK


                Financial Impact
                Metrics
                • ROI
                • Paid, Earned, Owned Media Value
                • Purchase Funnel Metrics




                           Non Financial
                           Impact Metrics
                           • Community Health - Growth
                           • Community Health – Membership
                           • Community Health – Engagement
                           • Share of Voice




@BRITOPIAN ON TWITTER
ALIGNMENT = BUSINESS RESULTS
                                             Programs

                                       Community Management
                                             Marketing
                                          Customer Service
                                          Communications
                                               Events
                                             Campaigns
                                              Advocacy
                                                Crisis




                        SOCIAL BRAND      MEASURABLE             SOCIAL BUSINESS
                          (External)       OUTCOMES                 (Internal)

                                                Training
                                                Process
                                             Collaboration
                                         Organization Models
                                       Research & Development
                                         Policies & Guidelines
                                          Knowledge Sharing
                                                Culture

                                                                   Infographic by @armano
                                           Infrastructure



@BRITOPIAN ON TWITTER
SOCIAL BUSINESS VALUE CREATION MODEL

                                          Sales
                                        Advocacy
                                    Product Feedback




                                  Social Customer




                                        Value
                                       Creation


          Social Business                              Social Brand


             Brand Enablement                                Engagement
             Product Innovation                           Product Discounts
            Process Improvement                           Relevant Content
                                                       Solving customer issues




@BRITOPIAN ON TWITTER
The Rise of the Social Customer and their Impact on Business
SOMETIMES IT’S THE SMALL THINGS




@BRITOPIAN ON TWITTER
SOMETIMES IT’S THE NOT SO SMALL THINGS




@BRITOPIAN ON TWITTER
SOMETIMES IT’S A BFD



        Over the last 5 days,
      there have been 63,106
         twitter mentions;
     12,3016,338 impressions




@BRITOPIAN ON TWITTER
ACTION SPEAKS LOUDER THAN WORDS!
THANK YOU FOR YOUR TIME!




                                     Michael Brito
                                     SVP, Social Business Planning
                                     Edelman Digital
                                     Michael.Brito@edelman.com
                                     @Britopian




  HTTP://THESOCIALBUSINESSBOOK.COM


@BRITOPIAN ON TWITTER

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The Rise of the Social Customer and their Impact on Business

  • 1. THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER #mwsf @BRITOPIAN ON TWITTER
  • 2. THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology innovation gives • Companies and brands join • Organizations begin humanizing customers a voice Twitter, Facebook and create business operations • They are Influential corporate blogs • Organizational models are formed • Amplified voices across the social • Engage with the social customer in to include social media web various channels • Organizational silos are torn down • Google indexing critical • Social Media teams are forming between internal teams conversations about companies slowly • Governance models and social • Social Customers are trusted • Small budgets are allocated on a media policies are created amongst their peers as influence project basis to social media • Social becomes an essential grows engagement and community attribute of organizational culture building @BRITOPIAN ON TWITTER
  • 3. HOW DOES THE SOCIAL CUSTOMER BEHAVE? • 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 they actually believe (Edelman Trust Barometer) @BRITOPIAN ON TWITTER
  • 4. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE The Informed (e.g. research products online) Brand Discovery: The Participant (e.g. participate in a brand Google Search, Word of Mouth experience) The Opinion Sharer Brand Participation: (e.g. post review) Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to Brand Advocacy: purchase) Creating content, sharing, defending @BRITOPIAN ON TWITTER
  • 5. THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer in order to drive advocacy • 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 • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact @BRITOPIAN ON TWITTER
  • 6. DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public. @BRITOPIAN ON TWITTER
  • 7. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES LEAKING RACISM CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT @BRITOPIAN ON TWITTER
  • 8. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….
  • 10. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE @BRITOPIAN ON TWITTER
  • 11. USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first @BRITOPIAN ON TWITTER
  • 12. SOCIAL BUSINESS DEFINED A social business is any organization that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER
  • 13. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Organization Channel Employee Technology Policies Guidelines Design Creation Activation Deployment • Legal document • Guides employee's • Directs the • Address the • Process creation for • Enablement • Addresses behavior on the organization to creation of new, existing process for internal compliance and is social web maximize its new, external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy • Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across • Employees liable for of ownership for minimizes customer in employee the organization for actions Facebook, Corporat the social media job confusion proficiency e blogs function @BRITOPIAN ON TWITTER
  • 14. CREATE A PARTICIPATORY LEARNING ORGANIZATION Training Curriculum FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP • Advanced tactics of Community Engagement and Management • Leveraging search to create social content for blogs Training Curriculum • Metrics deep dive – understanding metrics and making data driven • Basics of Community Engagement decisions Training Curriculum • Listening & Monitoring Tools and Apps • Advanced training on social tools and • Basics of Social Media • Intended Uses of Social Media technologies like Radian6, Meltwater • Overview of owned media channels to • Engagement Model & Escalation Buzz, Sprinklr, Shoutlet, CoTweet, and include enterprise communities, Process other publishing/listening platforms blogs, Facebook and Twitter accounts • Metrics Overview • Train the trainer • Policies & Guidelines WHITE BELT BLUE BELT BLACK BELT Awareness & Engagement Fluency & Participation Expertise & Ownership Organizational Expectations Organizational Expectations Organizational Expectations • Research & monitoring • Frequent tweeting and retweeting; • Frequent blogging, tweeting and • Listening to owned media channels responding to comments on/off of responding to comments on/off of • Escalate conversations to others enterprise owned media channels enterprise owned media channels • Responding to customer support issues • Solving customer support issues on and and escalating to appropriate channels off enterprise owned media channels • Basic community management • Mentoring and training white and blue belts; team brown bags • Speaking at conferences • Participate in and attend bi-weekly social media integrations forums @BRITOPIAN ON TWITTER
  • 15. ACTIVATING EMPLOYEES TO ENGAGE Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Vimeo, YouTube, Twitvid, Qik, Livestream, Video Record, upload video: live streaming, Hangouts Ustream, Google+ Content Creators Instagram, Picplz, Hipstamatic, Flickr, Advanced Photos Upload and Tag images Picassa Wordpress, Tumblr, Posterous, Microsoft Blogs Write and publish blog content blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Micro Share product related news, announcements Twitter, Friendfeed Blogging within micro blogging platforms Conversationalist Social Engage in two way dialogue about products, Intermediate Facebook, Orkut, Quora, Google+ Networks events and company news 3rd Party Respond to comments in 3rd party blogs NA Blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Send product related emails to friends, family Email NA Participant members and colleagues Basic Follow @brand and corresponding product Social Twitter handles , “Like” Brand Products on Facebook, Orkut, Quora, Google+ Networks Facebook – RT, Like, Share posts @BRITOPIAN ON TWITTER
  • 16. ESTABLISHING A CONTENT LIBRARY @BRITOPIAN ON TWITTER
  • 17. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER
  • 18. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER
  • 19. ALIGNMENT = BUSINESS RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure @BRITOPIAN ON TWITTER
  • 20. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues @BRITOPIAN ON TWITTER
  • 22. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER
  • 23. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER
  • 24. SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions @BRITOPIAN ON TWITTER
  • 25. ACTION SPEAKS LOUDER THAN WORDS!
  • 26. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM @BRITOPIAN ON TWITTER