how to kick ass andtake names on the social web #crushiq
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How to Kick Ass & Take Names
Build CommunityCreate Customer Advocacy
On The Social WebMichael Brito| @Britopian SVP, Social Business Planning, Edelman
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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 the actually believe
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The Social Customer & Brand Experience
BRAND IMPACT
GOOGLE PRODUCTS & SERVICES
MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS
SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)
AID AND INFLUENCE THEIR MICROCOMMUNITIESDOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS
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• 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 Advocate Purchase Funnel
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Social Customers Influences Purchase
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Optimizing The Hub & Spoke
• The content hub is the website, blog, content aggregator
• Content should be optimized for search w/terms that are relevant to your business
• Should be convenient for users to consume content within the channels that they are comfortable with
• Facebook status updates that promote blog content
• Other content shared NEEDS to add value to the conversation and community
The HubThe Hub
• Occasional tweets on promoting blog content
• Cross promoting other social channels, when relevant
• Needs to be unique; not the same on FB
• Optimize Youtube channel and new videos to link back hub/blog
• Videos can be shared on Facebook, YouTube or through editorial
• Optimize Google+ page with relevant links and content back to other channels
• Should not duplicate content
• Add Google+ icons to hub
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It’s not necessarily about the network
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It’s about people …
• Tools are changing, consumers’ expectations aren’t
• In fact, they want more out of brands. That is a good thing
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So, how we do live up to customer expectations?
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Kick Ass Products
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Superior Customer Service
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Proactive Community Engagement
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Good, Relevant Content
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Listening to the social
customer without any type
of action is worse
than not listening at all- @britopian
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Sometimes It’s The Little Things
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Sometimes It’s The Not So Little Things
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Sometimes It’s A BFD …
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It’s All About Action
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Some Tools For Ass Kicking - @simplymeasured
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Some Tools For Ass Kicking - @crowdbooster
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Some Tools For Ass Kicking - @fancorps
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Some Tools For Ass Kicking - @bufferapp
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Don’t Forget Google…
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Key Takeaways:
• The social customer is gaining influence; pay attention to them by listening
• Use tools to help scale your efforts internally
• Don’t forget about Google
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Michael Brito
SVP, Social Business Planning
Edelman Digital
@Britopian