womma summit - social customer
Post on 17-Oct-2014
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WOMMA Welcomes You To
SUMMIT 2011
Michael BritoSVP, Social Business Planning, Edelman Digital
THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS
MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNINGEDELMAN DIGITAL | @BRITOPIAN ON TWITTER
THE EVOLUTION OF SOCIAL BUSINESS
SOCIAL CUSTOMERSOCIAL CUSTOMER
• Technology Innovation gives customers a voice
• They are Influential• Amplified voices across the social
web • Google indexing critical
conversations about companies• Social Customers are trusted
amongst their peers as influence grows
SOCIAL BRANDSOCIAL BRAND
SOCIAL BUSINESSSOCIAL BUSINESS
• Companies and brands join Twitter, Facebook and create corporate blogs
• Engage with the social customer in various channels
• Social Media teams are forming slowly
• Small budgets are allocated on a project basis to social media engagement and community building
• Organizations begin humanizing business operations
• Organizational models are formed to include social media
• Organizational silos are torn down between internal teams
• Governance models and social media policies are created
• Social becomes an essential attribute of organizational culture
1995 to present
2003 to present
2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS
@BRITOPIAN ON TWITTER
Slides are here: http://slidesha.re/sic2011
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Who Is The Social Customer?Who Is The Social Customer?
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 (Edelman Trust Barometer)
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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THE SOCIAL CUSTOMER AND 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
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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THE NEW PURCHASE FUNNEL
• A brand should build relationships with the social customer on 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
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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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.
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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Slides are here: http://slidesha.re/sic2011
DEFINING A SOCIAL BRANDDEFINING 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
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CHAOS EXISTS IN THE ORGANIZATION TODAYCHAOS EXISTS IN THE ORGANIZATION TODAY
LEAKING CONFIDENTIAL INFORMATION
RACISM
HATE SPEECH
TALKING SMACK ABOUT MANAGEMENT
TWEETSBLOG POSTSFACEBOOK UPDATES
BASHING COMPETITORS
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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EMPLOYEES DON’T KNOW HOW TO BEHAVEEMPLOYEES DON’T KNOW HOW TO BEHAVE
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICTCONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
My team owns the Facebook page!!
DO YOU UNDERSTAND?
My team owns the Facebook page!!
DO YOU UNDERSTAND?
Relax … I just wanted to post our
press release….
@BRITOPIAN ON TWITTER
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MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELSMULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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MEASUREMENT INCONSISTENCYMEASUREMENT INCONSISTENCY
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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ORGANIZATIONS FOCUSING ON INTERNAL CHANGEORGANIZATIONS FOCUSING ON INTERNAL CHANGE
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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FROM CHAOS TO GOVERNANCEFROM CHAOS TO GOVERNANCE
GOVERNANCE MODEL
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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ESTABLISHING A CONTENT LIBRARYESTABLISHING A CONTENT LIBRARY
Aggregating all branded Aggregating all branded
content and making it content and making it
very easy for employees very easy for employees
to share it within their to share it within their
social graph!social graph!
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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ESTABLISHING A MEASUREMENT FRAMEWORKESTABLISHING A MEASUREMENT FRAMEWORK
It’s imperative that It’s imperative that
everyone in the everyone in the
organization measures organization measures
social media social media
consistently!consistently!
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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USHERING IN SOCIAL BUSINESSUSHERING 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
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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SOCIAL BUSINESS DEFINEDSOCIAL BUSINESS DEFINED
“ Social business planning is the blueprint for the transformation of an organization—bridging the external with internal, resulting in a more connected way of doing business which creates shared value for all stakeholders
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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BUSINESS & BRAND ALIGNMENT = RESULTSBUSINESS & BRAND ALIGNMENT = RESULTS
Community ManagementMarketing
Customer ServiceCommunications
EventsCampaignsAdvocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
MEASURABLE OUTCOMES
TrainingProcess
CollaborationOrganization Models
Research & DevelopmentPolicies & GuidelinesKnowledge Sharing
Culture
Programs
InfrastructureInfographic by @armano
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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SOCIAL BUSINESS VALUE CREATION MODELSOCIAL BUSINESS VALUE CREATION MODEL
SalesAdvocacy
Product Feedback
EngagementProduct DiscountsRelevant Content
Solving customer issues
Brand EnablementProduct Innovation
Process Improvement
Value Creation
Value creation is what Value creation is what
determines success determines success
from every from every
perspective!perspective!
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
2020
Listening to the social Listening to the social
customer without any type customer without any type
of action of action is worse is worse
than not listening at allthan not listening at all
- @britopian- @britopian
SOMETIMES IT’S THE SMALL THINGS
@BRITOPIAN @BRITOPIAN ON TWITTERON TWITTER
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SOMETIMES IT’S THE SOMETIMES IT’S THE NOT SO SMALL NOT SO SMALL THINGSTHINGS
@BRITOPIAN @BRITOPIAN ON TWITTERON TWITTER
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SOMETIMES SOMETIMES IT’S A BFD IT’S A BFD ....
@BRITOPIAN @BRITOPIAN ON TWITTERON TWITTER
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ACTION SPEAKS LOUDER THAN WORDS!ACTION SPEAKS LOUDER THAN WORDS!
@BRITOPIAN @BRITOPIAN ON TWITTERON TWITTER
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THANK YOU FOR YOUR TIME!THANK YOU FOR YOUR TIME!
Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian
HTTP://THESOCIALBUSINESSBOOK.COM
Slides are here: http://slidesha.re/sic2011
@BRITOPIAN ON TWITTER
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