Date post: | 17-Oct-2014 |
Category: |
Business |
View: | 5,759 times |
Download: | 3 times |
Did you hear about
@Netflix? No! Tell me!
I am pissed
!
I don’t know about you guys,
but I am cancelling my
@netflix account
The Rise of The Social CustomerAND THEIR IMPACT ON BUSINESS
Michael Brito | SVP, Social Business Planning, Edelman Digital | @Britopian
2
The Evolution Of Social BusinessSOCIAL CUSTOMERS CONTINUE TO GAIN INFLUENCE
SOCIAL 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 BRAND
SOCIAL BUSINESS
• In response to the social customer, brands began join Twitter, Facebook and create corporate blogs without much planning
• 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 TWITTERHashtag: #smmbootcamp
3
Who Is The Social Customer? ANYONE WHO TALKS ABOUT PRODUCTS OR SERVICES, ONLINE OR OFF
Most social customers don’t think of themselves as social customers
Their behaviors are dynamic Conversations sprout everywhere –
Twitter, Instagram, Pinterest, Facebook Social Customers are influential
regardless of how many friends, fans and followers they have
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
4
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
5
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“I love my Dell laptop, but it’s way too heavy,” or “I just got Comcast installed. The high definition is amazing, but the cable box doesn’t match my furniture, ugh.”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
6
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“My Toshiba laptop keeps powering off after being on for 5 minutes, please help!”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
7
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“My Internet just went down again. I am sick of @Comcast and canceling!” or “1-800 Flowers was late delivering my mom’s flowers for her birthday. This is the second time. I am done with them forever!”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
8
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“I think El Pollo Loco should also serve baked chicken for people who want to eat healthy”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
9
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“You all should buy the new Sony 3D TV. It is awesome and perfect for gaming and watching movies on Blu Ray. We love it!”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
10
Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS
The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer
“I am thinking about getting Comcast. Tired of Dish Network’s constant outages. What do you guys think?”
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
11
The Dynamic Journey Of The Social Customer
Everyday is different, behaviors change in real time
The social customer filters content so that he/she only interacts with the content that is relevant to them at that specific time
Customers need to see/hear things 3 to 5 times before they start to believe
Brands need to be omnipresent; have multiple touch points
THE SOCIAL CUSTOMER IS INUNDATED WITH MEDIA & CONTENT EVERYWHERE
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
Fostering Customer Advocacy Through EngagementTURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES
Advocacy
Share
Participate
Research
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
INCREASED ENGAGEMENTRELEVANT CONTENT
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
13
The Rise Of The Customer Advocacy
Advocates talk about the brand; even when the brand isn’t listening
Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations
The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact
ADVOCATES ARE AIDING & INFLUENCING OTHERS THROUGH THE FUNNEL
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
14
Consumers Verify Purchase Recommendations2011 CONE STUDY REVEALS THE POWER OF THE SOCIAL CUSTOMER
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
Defining a Social Brand
15
16
In Response to the Social Customer – Social BrandBRANDS ARE ENGAGING WITH THE INFLUENTIAL SOCIAL CUSTOMER
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
Hashtag: #smmbootcamp
17
The Social Brand & The Social BusinessBECAUSE OF SOCIAL MEDIA, CHAOS EXISTS IN BUSINESS TODAY
Employees don’t know how to behave
Confusion of roles & responsibilities
Zero internal communication resulting in multiple social channels with no clear goals or alignment
Measurement inconsistencies Organizational silos still exist and
plague companies today@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
18
The Social Business Value Creation ModelVALUE IS ESSENTIAL TO DRIVE MAXIMUM ENGAGEMENT, BUSINESS RESULTS
The social customer creates value within conversations
The social brand creates value by listening and engaging
The social business creates value by implementing change internally
They all need to work together to close the loop
Social Customer
Social BrandSocial Business
SalesAdvocacyProduct
Feedback
EngagementProduct DiscountsRelevant ContentSolving customer
issues
Brand EnablementProduct Innovation
Process Improvement
Value Creation
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
Listening to the social customer without any type of action is worse than not listening at all- @britopian
19
20
A Quick IllustrationSOMETIMES IT’S THE SMALL THINGS THAT MATTER
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
21
Netflix Is Learning The Hard WaySOMETIMES IT’S THE NOT SO SMALL THINGS THAT MATTER
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
22
Bank Of America RESPONDED AND ACTED FAST, AVOIDED A DISASTER
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
23
Starbucks Case StudySTARBUCKS LISTENS, ACTS AND TAKES ACTION
@BRITOPIAN ON TWITTERHashtag: #smmbootcamp
24
Thank You For Your Time!QUESTIONS, CONCERNS, CRITICISM OR PRAISE?
Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian