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The Rise of the Social Customer and Their Impact on Business

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Michael Brito | Zeno Group
Michael Brito | Zeno Group

The Rise of the Social Customer and Their Impact on Business for Social Media Bootcamp brought to you by MediaBistro.

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The Rise of The Social Customer AND THEIR IMPACT ON BUSINESS I don’t know about you guys, but I am cancelling my I am @netflix account pissed! Did you hear about @Netflix? No! Tell me!
The Evolution Of Social Business SOCIAL CUSTOMERS CONTINUE TO GAIN INFLUENCE THE EVOLUTION OF SOCIAL BUSINESS 2008 to present 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives customers a • In response to the social customer, brands • Organizations begin humanizing business voice began join Twitter, Facebook and create operations • They are Influential corporate blogs without much planning • Organizational models are formed to include • Amplified voices across the social web • Engage with the social customer in various social media • Google indexing critical conversations channels • Organizational silos are torn down between about companies • Social Media teams are forming slowly internal teams • Social Customers are trusted amongst • Small budgets are allocated on a project • Governance models and social media their peers as influence grows basis to social media engagement and policies are created community building • Social becomes an essential attribute of organizational culture @BRITOPIAN ON TWITTER 2 Hashtag: #smmbootcamp
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 TWITTER 3 Hashtag: #smmbootcamp
Social Customer Traits THERE 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 TWITTER 4 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer “I love my Dell laptop, but it’s  The Passive Customer way too heavy,” or “I just got  The “Used to Be” Customer Comcast installed. The high  The Collaborative Customer definition is amazing, but the  The Customer Advocate cable box doesn’t match my  The Future Customer furniture, ugh.” @BRITOPIAN ON TWITTER 5 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer  The “Used to Be” Customer “My Toshiba laptop keeps  The Collaborative Customer powering off after being  The Customer Advocate on for 5 minutes, please  The Future Customer help!” @BRITOPIAN ON TWITTER 6 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer “My Internet just went  The Passive Customer down again. I am sick of  The “Used to Be” Customer @Comcast and canceling!”  The Collaborative Customer or “1-800 Flowers was late delivering my mom’s  The Customer Advocate flowers for her birthday.  The Future Customer This is the second time. I am done with them forever!” @BRITOPIAN ON TWITTER 7 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “I think El Pollo Loco  The “Used to Be” Customer should also serve  The Collaborative Customer baked chicken for  The Customer Advocate people who want to eat  The Future Customer healthy” @BRITOPIAN ON TWITTER 8 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “You all should buy the  The “Used to Be” Customer new Sony 3D TV. It is  The Collaborative Customer awesome and perfect for  The Customer Advocate gaming and watching  The Future Customer movies on Blu Ray. We love it!” @BRITOPIAN ON TWITTER 9 Hashtag: #smmbootcamp
Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “I am thinking about  The “Used to Be” Customer getting Comcast. Tired  The Collaborative Customer of Dish Network’s constant outages. What  The Customer Advocate do you guys think?”  The Future Customer @BRITOPIAN ON TWITTER 10 Hashtag: #smmbootcamp
The Dynamic Journey Of The Social Customer THE SOCIAL CUSTOMER IS INUNDATED WITH MEDIA & CONTENT EVERYWHERE  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 @BRITOPIAN ON TWITTER 11 Hashtag: #smmbootcamp
Fostering Customer Advocacy Through Engagement TURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS INCREASED ENGAGEMENT RELEVANT CONTENT Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Research GOOGLE PRODUCTS & SERVICES @BRITOPIAN ON TWITTER Hashtag: #smmbootcamp
The Rise Of The Customer Advocacy ADVOCATES ARE AIDING & INFLUENCING OTHERS THROUGH THE FUNNEL  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 @BRITOPIAN ON TWITTER 13 Hashtag: #smmbootcamp
Consumers Verify Purchase Recommendations 2011 CONE STUDY REVEALS THE POWER OF THE SOCIAL CUSTOMER @BRITOPIAN ON TWITTER 14 Hashtag: #smmbootcamp
Defining a Social Brand 15
In Response to the Social Customer – Social Brand BRANDS 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 16 Hashtag: #smmbootcamp
The Social Brand & The Social Business BECAUSE 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 TWITTER 17 Hashtag: #smmbootcamp
The Social Business Value Creation Model VALUE IS ESSENTIAL TO DRIVE MAXIMUM ENGAGEMENT, BUSINESS RESULTS Sales  The social customer creates value Advocacy Product Feedback within conversations  The social brand creates value by listening and engaging  The social business creates value by Value implementing change internally Creation  They all need to work together to close the loop Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues @BRITOPIAN ON TWITTER 18 Hashtag: #smmbootcamp
Listening to the social customer without any type of action is worse than not listening at all - @britopian 19
A Quick Illustration SOMETIMES IT’S THE SMALL THINGS THAT MATTER @BRITOPIAN ON TWITTER 20 Hashtag: #smmbootcamp
Netflix Is Learning The Hard Way SOMETIMES IT’S THE NOT SO SMALL THINGS THAT MATTER @BRITOPIAN ON TWITTER 21 Hashtag: #smmbootcamp
Bank Of America RESPONDED AND ACTED FAST, AVOIDED A DISASTER @BRITOPIAN ON TWITTER 22 Hashtag: #smmbootcamp
Starbucks Case Study STARBUCKS LISTENS, ACTS AND TAKES ACTION @BRITOPIAN ON TWITTER 23 Hashtag: #smmbootcamp
Thank You For Your Time! QUESTIONS, CONCERNS, CRITICISM OR PRAISE? Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian 24

More Related Content

The Rise of the Social Customer and Their Impact on Business

  • 1. The Rise of The Social Customer AND THEIR IMPACT ON BUSINESS I don’t know about you guys, but I am cancelling my I am @netflix account pissed! Did you hear about @Netflix? No! Tell me!
  • 2. The Evolution Of Social Business SOCIAL CUSTOMERS CONTINUE TO GAIN INFLUENCE THE EVOLUTION OF SOCIAL BUSINESS 2008 to present 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives customers a • In response to the social customer, brands • Organizations begin humanizing business voice began join Twitter, Facebook and create operations • They are Influential corporate blogs without much planning • Organizational models are formed to include • Amplified voices across the social web • Engage with the social customer in various social media • Google indexing critical conversations channels • Organizational silos are torn down between about companies • Social Media teams are forming slowly internal teams • Social Customers are trusted amongst • Small budgets are allocated on a project • Governance models and social media their peers as influence grows basis to social media engagement and policies are created community building • Social becomes an essential attribute of organizational culture @BRITOPIAN ON TWITTER 2 Hashtag: #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 TWITTER 3 Hashtag: #smmbootcamp
  • 4. Social Customer Traits THERE 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 TWITTER 4 Hashtag: #smmbootcamp
  • 5. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer “I love my Dell laptop, but it’s  The Passive Customer way too heavy,” or “I just got  The “Used to Be” Customer Comcast installed. The high  The Collaborative Customer definition is amazing, but the  The Customer Advocate cable box doesn’t match my  The Future Customer furniture, ugh.” @BRITOPIAN ON TWITTER 5 Hashtag: #smmbootcamp
  • 6. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer  The “Used to Be” Customer “My Toshiba laptop keeps  The Collaborative Customer powering off after being  The Customer Advocate on for 5 minutes, please  The Future Customer help!” @BRITOPIAN ON TWITTER 6 Hashtag: #smmbootcamp
  • 7. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer “My Internet just went  The Passive Customer down again. I am sick of  The “Used to Be” Customer @Comcast and canceling!”  The Collaborative Customer or “1-800 Flowers was late delivering my mom’s  The Customer Advocate flowers for her birthday.  The Future Customer This is the second time. I am done with them forever!” @BRITOPIAN ON TWITTER 7 Hashtag: #smmbootcamp
  • 8. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “I think El Pollo Loco  The “Used to Be” Customer should also serve  The Collaborative Customer baked chicken for  The Customer Advocate people who want to eat  The Future Customer healthy” @BRITOPIAN ON TWITTER 8 Hashtag: #smmbootcamp
  • 9. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “You all should buy the  The “Used to Be” Customer new Sony 3D TV. It is  The Collaborative Customer awesome and perfect for  The Customer Advocate gaming and watching  The Future Customer movies on Blu Ray. We love it!” @BRITOPIAN ON TWITTER 9 Hashtag: #smmbootcamp
  • 10. Social Customer Traits THERE ARE SIX TYPES OF SOCIAL CUSTOMERS  The Venting Customer  The Passive Customer “I am thinking about  The “Used to Be” Customer getting Comcast. Tired  The Collaborative Customer of Dish Network’s constant outages. What  The Customer Advocate do you guys think?”  The Future Customer @BRITOPIAN ON TWITTER 10 Hashtag: #smmbootcamp
  • 11. The Dynamic Journey Of The Social Customer THE SOCIAL CUSTOMER IS INUNDATED WITH MEDIA & CONTENT EVERYWHERE  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 @BRITOPIAN ON TWITTER 11 Hashtag: #smmbootcamp
  • 12. Fostering Customer Advocacy Through Engagement TURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS INCREASED ENGAGEMENT RELEVANT CONTENT Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Research GOOGLE PRODUCTS & SERVICES @BRITOPIAN ON TWITTER Hashtag: #smmbootcamp
  • 13. The Rise Of The Customer Advocacy ADVOCATES ARE AIDING & INFLUENCING OTHERS THROUGH THE FUNNEL  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 @BRITOPIAN ON TWITTER 13 Hashtag: #smmbootcamp
  • 14. Consumers Verify Purchase Recommendations 2011 CONE STUDY REVEALS THE POWER OF THE SOCIAL CUSTOMER @BRITOPIAN ON TWITTER 14 Hashtag: #smmbootcamp
  • 15. Defining a Social Brand 15
  • 16. In Response to the Social Customer – Social Brand BRANDS 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 16 Hashtag: #smmbootcamp
  • 17. The Social Brand & The Social Business BECAUSE 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 TWITTER 17 Hashtag: #smmbootcamp
  • 18. The Social Business Value Creation Model VALUE IS ESSENTIAL TO DRIVE MAXIMUM ENGAGEMENT, BUSINESS RESULTS Sales  The social customer creates value Advocacy Product Feedback within conversations  The social brand creates value by listening and engaging  The social business creates value by Value implementing change internally Creation  They all need to work together to close the loop Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues @BRITOPIAN ON TWITTER 18 Hashtag: #smmbootcamp
  • 19. Listening to the social customer without any type of action is worse than not listening at all - @britopian 19
  • 20. A Quick Illustration SOMETIMES IT’S THE SMALL THINGS THAT MATTER @BRITOPIAN ON TWITTER 20 Hashtag: #smmbootcamp
  • 21. Netflix Is Learning The Hard Way SOMETIMES IT’S THE NOT SO SMALL THINGS THAT MATTER @BRITOPIAN ON TWITTER 21 Hashtag: #smmbootcamp
  • 22. Bank Of America RESPONDED AND ACTED FAST, AVOIDED A DISASTER @BRITOPIAN ON TWITTER 22 Hashtag: #smmbootcamp
  • 23. Starbucks Case Study STARBUCKS LISTENS, ACTS AND TAKES ACTION @BRITOPIAN ON TWITTER 23 Hashtag: #smmbootcamp
  • 24. Thank You For Your Time! QUESTIONS, CONCERNS, CRITICISM OR PRAISE? Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian 24