WOMMA Summit - Social Customer

transcript

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

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)

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

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

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.

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.

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

EMPLOYEES DON’T KNOW HOW TO BEHAVEEMPLOYEES DON’T KNOW HOW TO BEHAVE

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….

MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELSMULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS

MEASUREMENT INCONSISTENCYMEASUREMENT INCONSISTENCY

ORGANIZATIONS FOCUSING ON INTERNAL CHANGEORGANIZATIONS FOCUSING ON INTERNAL CHANGE

FROM CHAOS TO GOVERNANCEFROM CHAOS TO GOVERNANCE

GOVERNANCE MODEL

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!

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!

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

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

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

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!

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

SOMETIMES IT’S THE SOMETIMES IT’S THE NOT SO SMALL NOT SO SMALL THINGSTHINGS

SOMETIMES SOMETIMES IT’S A BFD IT’S A BFD ....

ACTION SPEAKS LOUDER THAN WORDS!ACTION SPEAKS LOUDER THAN WORDS!

THANK YOU FOR YOUR TIME!THANK YOU FOR YOUR TIME!

Michael BritoSVP, Social Business PlanningEdelman DigitalMichael.Brito@edelman.com@Britopian

HTTP://THESOCIALBUSINESSBOOK.COM