Social Crush Keynote #socialcrush
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This document discusses the evolution of social business and the social customer. It traces the development from social branding in the 1990s to social business today. A key point is that a social business focuses on internal communication and processes, not just external communication with customers. It also emphasizes that social business is built on three pillars: people, process, and technology. Finally, it stresses that organizations need to become true listening organizations to meet rising customer expectations in a social world.
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Social Crush Keynote #socialcrush
- 1. FROM SOCIAL BRAND TO SOCIAL BUSINESSMichael BritoSenior Vice President, Social BusinessEdelman DigitalMobile: (415) 871 – 5165Email: Michael.Brito@Edelman.comTwitter: @Britopian#socialcrush
- 2. THE EVOLUTION OF SOCIAL BUSINESS2008 to presentTHE EVOLUTION OF SOCIAL BUSINESSSOCIAL BUSINESS2003 to present SOCIAL BRAND1995 to present SOCIAL CUSTOMERTechnology Innovation gives customers a voice
- 4. Amplified voice across the social web
- 5. Google indexing critical conversations about companies
- 6. Social Customers are trusted amongst their peers as influence grows
- 7. Companies and brands join Twitter, Facebook and create corporate blogs
- 8. Engage with the social customer in various channels
- 9. Social Media teams are forming slowly
- 10. Small budgets are allocated on a project basis to social media engagement and community building
- 11. Organizations begin humanizing business operations
- 12. Organizational models are formed to include social media
- 13. Organizational silos are torn down between internal teams
- 14. Governance models and social media policies are created
- 15. Social becomes an essential attribute of organizational cultureThe social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian #socialcrush…tweetable moment
- 16. HOW DOES THE SOCIAL CUSTOMER BEHAVE?Product DiscoveryActive on Google, research products before purchaseSocial Participation Fans, followers, likes and RSS subscribersSharing ContentEngaging with a brand in a two way dialogue, not just consuming content but creating contentBrand AdvocacyDiscuss the brand within their own micro communities, without hesitation or the need for incentivesThe social customer participates a variety of different ways; brands need to be omnipresent and engage says @britopian #socialcrush…tweetable moment
- 17. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMEREUROPE (EMEA)31% comment on blogs27% comment in forums20% uploaded a video online39% uploaded a photo online63% watch a video online13% actively blogLATIN AMERICA49% comment on blogs35% comment in forums41% uploaded a video online56% uploaded a photo online74% watch a video online27% actively blogASIA PACIFIC42% comment on blogs43% comment in forums29% uploaded a video online50% uploaded a photo online65% watch a video online37% actively blogMarketers should consider more than just Facebook and Twitter; there are other networks too says @britopian #socialcrush…tweetable moment
- 18. THE NEW PURCHASE FUNNELA brand should build relationships with the social customer on order to drive advocacy
- 19. Advocates talk about the brand, even when the brand isn’t listening
- 20. Advocates are trusted among their peers and within their micro communities
- 21. Advocates are aiding and influencing others down the purchase funnel
- 22. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactAdvocates aid & influencers their communities through the purchase funnel; don’t need incentives says @britopian #socialcrush…tweetable moment
- 23. DEFINING A SOCIAL BRAND“When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies.A social brand is any organization that uses social technologies to engage with the social customer says @britopian #socialcrush…tweetable moment
- 24. ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICSThe social brand has caused chaos and organizational anarchy in many companies today
- 25. Employees are running wild on the intrawebs with little to no guidance, direction or governance
- 26. Different geographies and business units are creating social communities externally and not sharing or communicating internally The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian #socialcrush…tweetable moment
- 27. USHERING IN SOCIAL BUSINESSA social business is built upon three pillars – people, process and technology
- 28. Change management and culture change is essential in order for genuine social business transformation to occur
- 29. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other firstA social business is built upon 3 pillars – people, process and technology says @britopian #socialcrush #socialbiz…tweetable moment
- 30. UNDERSTANDING THE DIFFERENCEA social brand focus external comms w/the social customer. Social business focuses on the internal says @britopian #socialcrush…tweetable moment
- 31. CREATING A LISTENING ORGANIZATION41% OF consumers believe that companies should use social media tools to solicit feedback on products and services #socialcrush…tweetable moment
- 32. TOOLS & TECHNOLOGY – NOT IMPORTANTConsumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing. Tools & technology change everyday. Consumer expectations don’t and they just increase #socialcrush…tweetable moment
- 33. SO, THE QUESTION IS …How do we live up to customer expectations?
- 37. FROM TRANSPARANCY TO BELIEVABILITY
- 38. PEOPLE BUY FROM COMPANIES THAT LISTEN
- 39. STARBUCKS LISTENS AND ACTS TOO!
- 40. DELL LISTENS AND ACTS TOO!
- 41. THANK YOU FOR YOUR TIME TODAY!HTTP://THESOCIALBUSINESSBOOK.COM