How Customers Are Forcing Business To Be More Social Presentation at the PRSSA 2012 National Conference.

1. How Customers Are Forcing
Business To Be More Social
Michael Brito
SVP, Social Business
Edelman Digital
PRSSA 2012 National Conference

2. WE LIVE IN THE CONNECTED ECONOMY

3. BRANDS ARE STARTING TO PAY ATTENTION

4. COMMUNCATION REACHES AFAR

5. EVERYONE HAS A VOICE, INFLUENTIAL

6. THE RISE OF SOCIAL BUSINESS

7. CORE BUSINESS OBJECTIVES REMAIN THE SAME

8. Who Is The Social Customer And Why
Are They Important?
I am cancelling I am not
Did you hear my @netflix happy!
about account
@Netflix?
I am not
happy
either!
@Britopian

9. The Customer Journey Is Dynamic;
Inundated With Messages
• A customer journey is dynamic;
they live in the their streams
(Twitter, News feed)
• People need to hear things up to 5
times before they actually believe
it (Edelman Trust Barometer)
• Due to the high degree of noise in
the market, it’s imperative that a
brand has multiple communication
channels in order to get their
message heard
@Britopian

10. Customers Rely On Online Reviews
Before Making Purchases
@Britopian

11. Omnipresence & Consistent Messaging
Is A Business Imperative
CHANGE THIS
@Britopian

12. Leveraging The Hub & Spoke To Maximize
Reach & Engagement
• Facebook status
• Optimize Youtube channel
updates that promote
and new videos to link back
blog content
hub/blog
• Other content shared
The Hub • Videos can be shared on
NEEDS to add value to
Facebook, YouTube or
the conversation and
• The content hub is the website, through editorial
community
blog, content aggregator
• Content should be optimized
for search w/terms that are
relevant to your business
• Should be convenient for users
to consume content within the
• Occasional tweets on channels that they are
promoting blog content comfortable with • Optimize Google+ page with
• Cross promoting other relevant links and content
social channels, when back to other channels
relevant • Should not duplicate content
• Needs to be unique; not • Add Google+ icons to hub
the same on FB
@Britopian

13. From Friends, Fans And Followers To
Customer Advocacy
AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE
PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Advocacy
INCREASED
ENGAGEMENT
RELEVANT CONTENT
HUMAN VOICE
SHARE CONTENT WHEN CONVENIENT
MAY POST A REVIEW (POSITIVE AND NEGATIVE) Share
MINIMAL PARTICIPATION
(FRIENDS, FANS AND FOLLOWERS Participate
GOOGLE PRODUCTS & SERVICES
Research
@Britopian

14. Advocates Affect The Purchase Funnel
Via Organic Conversations
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15. Social Media Has Caused Marketing
Challenges
Lack of Marketing Inconsistent Social
1 Integration 3 Media Measurement
Practices
Disjointed Content Challenges With
2 Marketing & Community 4 Scaling Social Media
Management Practices Programs Globally
@Britopian

16. Social Business Planning Can Help
Solve These Problems
― 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 and shared value for all stakeholders.
@Britopian

17. Delivering Value Across The Stakeholder
Ecosystem Is Key
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
OPERATIONAL
EXCELLENCE
SOCIAL BRAND
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
@Britopian

18. The Difference Between A Social Brand
And Social Business Planning
Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND BUSINESS SOCIAL
(External) RESULTS BUSINESS(Internal)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
@Britopian

19. Content Marketing / Community
Management Framework
ITERATION
Internal External
Listening PLAN/
RESEARCH CREATE ENGAGE MEASURE Listening
Corporate Community Engagement
Communications
News Articles
Internal Communications
Audit the content that current Inspirational Inform the Month to Month
fans are sharing within their content community Growth Online Monitoring
Product Organizations social channels Community
Company News & Solve customer Membership Search Engine Behavior
Subject Matter Experts Plan for relevant content that Events problems
drives maximum engagement – Month to Month
the right content, at the right 3rd Party Article & @reply influencers Growth In
time in the right channel to the Blog Post Mentions Engagement
right customer Ask questions
Contests, Quotes, External
Bi-Weekly and Daily Content Surveys & Other Respond to Benchmark
Calendars Content That Spurs questions, Metrics – Share
Engagement comments and Of
6 Month Thematic Content concerns Voice/Engagem
Calendars ent
Connect community
Daily ―Tips‖ And Product News members with each
Based On Real Time Listening other via @replies
and Feedback From The
Community Just say ―thank
you‖
@Britopian

20. Robust Content Marketing Requires
Operational Excellence
ITERATION
Internal External
Listening PLAN/
RESEARCH CREATE ENGAGE MEASURE Listening
Technology Technology
Collaboration Workflows Collaboration Workflows
Feedback Processes OPERATONAL INITATIVES Feedback Processes
Escalation Path Escalation Path
Identifying Roles & Responsibilities
Content Publishing Platform
Collaboration between organizations (Marketing, PR,
Support, Product, Regional teams
Social CRM technology investments & Deployment
(Publishing, Customer Data, Measurement)
Customer Support Integration & Workflows
Global Scalability of Social Programs
Social Media Training
@Britopian

21. Start Thinking Like A Media Company
MESSAGING PLANNING CREATION | CURATION
Brand Narrative/Messaging Identifying Roles & Determining Financial
Responsibilities Investment For Content
Target Segmentation Creation
Process & Workflows For
Community Insights (how do Approvals Supportive Technology
they view the brand, how do
they talk about it? Employee And Customer Programs, Campaigns,
Participation Product Launches
Search Behavior
Internal Collaboration With Social CRM INTEGRATION
Web Analytics Support and Other Teams
Paid / Earned / Owned Media
3rd Party Content
OPTIMIZATION Global Integration (programs &
campaigns)
MEASUREMENT
Real Time Analytics
Engagement Metrics Escalation Work Flows DISTRIBUTION
Clicks, Page Views,
Downloads, Sales, Community Identifying the Right Platforms
Growth
COMMUNITY MANAGEMENT Global Expansion
Behavior Change
Governance
Command Center Operations
Brand Sentiment And
Awareness Solving Customer Problems
Reciprocal Altruism
@Britopian

22. 5 Smart Things To Remember
1. Start thinking like a media company
2. Have an internal plan that can help you scale
3. Content is not king – the Right content, at the Right
time, in the Right channel to the Right customer is
king
4. Integration is key to conversion
5. Listen before anything
@Britopian

23. Thank you!
Questions?
Email: Michael.Brito@edelman.com
@Britopian