SlideShare una empresa de Scribd logo
1 de 24
Descargar para leer sin conexión
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

Más contenido relacionado

La actualidad más candente

Social@Ogilvy On: Pinterest for Brands
Social@Ogilvy On: Pinterest for BrandsSocial@Ogilvy On: Pinterest for Brands
Social@Ogilvy On: Pinterest for BrandsOgilvy Consulting
 
Social Media Stage
Social Media StageSocial Media Stage
Social Media StageBBDO
 
Digital Darwinism and the Dawn of Generation C
Digital Darwinism and the Dawn of Generation CDigital Darwinism and the Dawn of Generation C
Digital Darwinism and the Dawn of Generation CBrian Solis
 
Wendy lea, community effect
Wendy lea, community effectWendy lea, community effect
Wendy lea, community effectbill_lee_cce
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskHootsuite
 
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer
 
Social Media Basics For Executives
Social Media Basics For ExecutivesSocial Media Basics For Executives
Social Media Basics For ExecutivesTim Ho
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship ManagementConvergeEnterprise
 
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Doyle Buehler
 
Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Team Eleven
 
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse UniversityFrom Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse UniversityMichael Brito | Zeno Group
 
2020 Social Workshop on Social Media Strategy for CXOs
2020 Social Workshop on Social Media Strategy for CXOs2020 Social Workshop on Social Media Strategy for CXOs
2020 Social Workshop on Social Media Strategy for CXOs2020 Social
 
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...Marketo
 
5 Ways To Use Social Media Webinar
5 Ways To Use Social Media Webinar 5 Ways To Use Social Media Webinar
5 Ways To Use Social Media Webinar Alex F. Oliveira
 
How Customers Are Forcing Business To Be More Social
How Customers Are Forcing  Business To Be More SocialHow Customers Are Forcing  Business To Be More Social
How Customers Are Forcing Business To Be More SocialMichael Brito | Zeno Group
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media PlanLaura Click
 
Digital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingDigital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingBrian Solis
 
Social Media Marketing for entrepreneurs
Social Media Marketing for entrepreneursSocial Media Marketing for entrepreneurs
Social Media Marketing for entrepreneursDelfin Vassallo ☁️
 

La actualidad más candente (20)

Social@Ogilvy On: Pinterest for Brands
Social@Ogilvy On: Pinterest for BrandsSocial@Ogilvy On: Pinterest for Brands
Social@Ogilvy On: Pinterest for Brands
 
Social Media Stage
Social Media StageSocial Media Stage
Social Media Stage
 
Creating A Stellar Social Media Strategy
Creating A Stellar Social Media StrategyCreating A Stellar Social Media Strategy
Creating A Stellar Social Media Strategy
 
Digital Darwinism and the Dawn of Generation C
Digital Darwinism and the Dawn of Generation CDigital Darwinism and the Dawn of Generation C
Digital Darwinism and the Dawn of Generation C
 
Wendy lea, community effect
Wendy lea, community effectWendy lea, community effect
Wendy lea, community effect
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
 
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for Marketers
 
Social Media Basics For Executives
Social Media Basics For ExecutivesSocial Media Basics For Executives
Social Media Basics For Executives
 
Enterprise Customer Relationship Management
Enterprise Customer Relationship ManagementEnterprise Customer Relationship Management
Enterprise Customer Relationship Management
 
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
Creating a Social Media Digital Strategy for 2020 and Beyond - what you reall...
 
Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009Tweeting Social Stuff October 2009
Tweeting Social Stuff October 2009
 
From Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse UniversityFrom Social Business to Social Brand: Syracuse University
From Social Business to Social Brand: Syracuse University
 
2020 Social Workshop on Social Media Strategy for CXOs
2020 Social Workshop on Social Media Strategy for CXOs2020 Social Workshop on Social Media Strategy for CXOs
2020 Social Workshop on Social Media Strategy for CXOs
 
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...
Hootsuite Secret Files: How a Social Media Company Markets via Social - Camer...
 
5 Ways To Use Social Media Webinar
5 Ways To Use Social Media Webinar 5 Ways To Use Social Media Webinar
5 Ways To Use Social Media Webinar
 
How Customers Are Forcing Business To Be More Social
How Customers Are Forcing  Business To Be More SocialHow Customers Are Forcing  Business To Be More Social
How Customers Are Forcing Business To Be More Social
 
5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan5 Steps to Creating a Simple Social Media Plan
5 Steps to Creating a Simple Social Media Plan
 
Digital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingDigital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal Branding
 
Social Media Marketing for entrepreneurs
Social Media Marketing for entrepreneursSocial Media Marketing for entrepreneurs
Social Media Marketing for entrepreneurs
 
Social Media Are a Square
Social Media Are a SquareSocial Media Are a Square
Social Media Are a Square
 

Similar a The Rise of the Social Customer and Their Impact on Business

Dallas Social Media Club - Smart Business, Social Business
Dallas Social Media Club - Smart Business, Social BusinessDallas Social Media Club - Smart Business, Social Business
Dallas Social Media Club - Smart Business, Social BusinessMichael Brito | Zeno Group
 
Social Business Atlanta
Social Business AtlantaSocial Business Atlanta
Social Business AtlantaJeff Nolan
 
Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Michael Brito | Zeno Group
 
Portland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsPortland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsMichael Brito | Zeno Group
 
The Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoThe Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoMichael Brito | Zeno Group
 
WFA 2017 - Marketing to Millennials
WFA 2017 - Marketing to MillennialsWFA 2017 - Marketing to Millennials
WFA 2017 - Marketing to MillennialsSaffire
 
Social Media that Generates Leads and Acquires Customers
Social Media that Generates Leads and Acquires CustomersSocial Media that Generates Leads and Acquires Customers
Social Media that Generates Leads and Acquires CustomersVivastream
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Mike Lewis
 
Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium
 
TAFE 2016 - Marketing to Millennials
TAFE 2016 - Marketing to MillennialsTAFE 2016 - Marketing to Millennials
TAFE 2016 - Marketing to MillennialsSaffire
 
What Builds Fans SA Marketing Week 2010
What Builds Fans SA Marketing Week 2010What Builds Fans SA Marketing Week 2010
What Builds Fans SA Marketing Week 2010Apparent
 
What Builds Fans? SA Marketing Week 2010
What Builds Fans? SA Marketing Week 2010What Builds Fans? SA Marketing Week 2010
What Builds Fans? SA Marketing Week 2010Phillip Smith
 
Let Your Customers Do the Talking: The Real Value of User-Generated Content
Let Your Customers Do the Talking: The Real Value of User-Generated ContentLet Your Customers Do the Talking: The Real Value of User-Generated Content
Let Your Customers Do the Talking: The Real Value of User-Generated ContentKissmetrics on SlideShare
 
Social Media in Small Business is Anything But Small
Social Media in Small Business is Anything But SmallSocial Media in Small Business is Anything But Small
Social Media in Small Business is Anything But SmallMark Schmulen
 
Social Media Preso 5.2.12
Social Media Preso 5.2.12Social Media Preso 5.2.12
Social Media Preso 5.2.12bloggerchica
 
FFEA 2016 - Marketing to Millennials
FFEA 2016 - Marketing to MillennialsFFEA 2016 - Marketing to Millennials
FFEA 2016 - Marketing to MillennialsSaffire
 
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMUThe Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMUMichael Brito | Zeno Group
 

Similar a The Rise of the Social Customer and Their Impact on Business (20)

Dallas Social Media Club - Smart Business, Social Business
Dallas Social Media Club - Smart Business, Social BusinessDallas Social Media Club - Smart Business, Social Business
Dallas Social Media Club - Smart Business, Social Business
 
Social Business Atlanta
Social Business AtlantaSocial Business Atlanta
Social Business Atlanta
 
Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011Seattle Interactive Conference - The Social Customer #sic2011
Seattle Interactive Conference - The Social Customer #sic2011
 
Portland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdmsPortland State University -- Social Business Presentation #pdxdms
Portland State University -- Social Business Presentation #pdxdms
 
The Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, RenoThe Shift To Social Business: University of Nevada, Reno
The Shift To Social Business: University of Nevada, Reno
 
WFA 2017 - Marketing to Millennials
WFA 2017 - Marketing to MillennialsWFA 2017 - Marketing to Millennials
WFA 2017 - Marketing to Millennials
 
20 Trends & Findings from Social Media Week L.A.
20 Trends & Findings from Social Media Week L.A.20 Trends & Findings from Social Media Week L.A.
20 Trends & Findings from Social Media Week L.A.
 
Blogworld Social Business Slides #BWELA
Blogworld Social Business Slides #BWELABlogworld Social Business Slides #BWELA
Blogworld Social Business Slides #BWELA
 
Social Media that Generates Leads and Acquires Customers
Social Media that Generates Leads and Acquires CustomersSocial Media that Generates Leads and Acquires Customers
Social Media that Generates Leads and Acquires Customers
 
Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013Stand Out Social Marketing - eTraining 2013
Stand Out Social Marketing - eTraining 2013
 
Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange County
 
Sx sw 2012
Sx sw 2012Sx sw 2012
Sx sw 2012
 
TAFE 2016 - Marketing to Millennials
TAFE 2016 - Marketing to MillennialsTAFE 2016 - Marketing to Millennials
TAFE 2016 - Marketing to Millennials
 
What Builds Fans SA Marketing Week 2010
What Builds Fans SA Marketing Week 2010What Builds Fans SA Marketing Week 2010
What Builds Fans SA Marketing Week 2010
 
What Builds Fans? SA Marketing Week 2010
What Builds Fans? SA Marketing Week 2010What Builds Fans? SA Marketing Week 2010
What Builds Fans? SA Marketing Week 2010
 
Let Your Customers Do the Talking: The Real Value of User-Generated Content
Let Your Customers Do the Talking: The Real Value of User-Generated ContentLet Your Customers Do the Talking: The Real Value of User-Generated Content
Let Your Customers Do the Talking: The Real Value of User-Generated Content
 
Social Media in Small Business is Anything But Small
Social Media in Small Business is Anything But SmallSocial Media in Small Business is Anything But Small
Social Media in Small Business is Anything But Small
 
Social Media Preso 5.2.12
Social Media Preso 5.2.12Social Media Preso 5.2.12
Social Media Preso 5.2.12
 
FFEA 2016 - Marketing to Millennials
FFEA 2016 - Marketing to MillennialsFFEA 2016 - Marketing to Millennials
FFEA 2016 - Marketing to Millennials
 
The Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMUThe Growing Influence of the Social Customer - #FSMU
The Growing Influence of the Social Customer - #FSMU
 

Más de Michael Brito | Zeno Group

IT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoIT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoMichael Brito | Zeno Group
 
PRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionPRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionMichael Brito | Zeno Group
 
Multi-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMulti-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMichael Brito | Zeno Group
 
Multi-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMulti-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMichael Brito | Zeno Group
 
Winning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingWinning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingMichael Brito | Zeno Group
 
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumUsing Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumMichael Brito | Zeno Group
 
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingScaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingMichael Brito | Zeno Group
 
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Michael Brito | Zeno Group
 
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Michael Brito | Zeno Group
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsMichael Brito | Zeno Group
 
The Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoThe Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoMichael Brito | Zeno Group
 
How "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherHow "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherMichael Brito | Zeno Group
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementMichael Brito | Zeno Group
 
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)Michael Brito | Zeno Group
 

Más de Michael Brito | Zeno Group (20)

IT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael BritoIT Decision Makers: Audience Cluster Analysis | Michael Brito
IT Decision Makers: Audience Cluster Analysis | Michael Brito
 
PRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the CompetitionPRSSA: How to Build Your Brand and Stand Out from the Competition
PRSSA: How to Build Your Brand and Stand Out from the Competition
 
Multi-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopianMulti-Segment Audience Intelligence | Michael Brito @britopian
Multi-Segment Audience Intelligence | Michael Brito @britopian
 
Multi-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @BritopianMulti-Channel Media Intelligence | Michael Brito @Britopian
Multi-Channel Media Intelligence | Michael Brito @Britopian
 
The Audience Behind Digital Transformation 2019
The Audience Behind Digital Transformation 2019The Audience Behind Digital Transformation 2019
The Audience Behind Digital Transformation 2019
 
The Giving Keys Integrated Marketing Plan 2019
The Giving Keys Integrated Marketing Plan 2019The Giving Keys Integrated Marketing Plan 2019
The Giving Keys Integrated Marketing Plan 2019
 
The Giving Keys: Integrated Marketing Plan
The Giving Keys: Integrated Marketing Plan The Giving Keys: Integrated Marketing Plan
The Giving Keys: Integrated Marketing Plan
 
Winning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven StorytellingWinning The War Of Brand Relevance With Data Driven Storytelling
Winning The War Of Brand Relevance With Data Driven Storytelling
 
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing ForumUsing Social Data to Win the War of Brand Relevance - B2B Marketing Forum
Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum
 
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer MarketingScaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing
 
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...Participation Marketing: Mobilizing Employees to Participate and Become Brand...
Participation Marketing: Mobilizing Employees to Participate and Become Brand...
 
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
Audience Intelligence: Using Social Data to Inform Content, Paid Media and In...
 
What's Trending Is @You - TEDx Sonoma County.
What's Trending Is @You - TEDx Sonoma County. What's Trending Is @You - TEDx Sonoma County.
What's Trending Is @You - TEDx Sonoma County.
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with Analytics
 
Activating Employees to be Brand Storytellers
Activating Employees to be Brand StorytellersActivating Employees to be Brand Storytellers
Activating Employees to be Brand Storytellers
 
The Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael BritoThe Non-Perpetrators Guide To Personal Branding by Michael Brito
The Non-Perpetrators Guide To Personal Branding by Michael Brito
 
2014 Social CEO Report by CEO.com
2014 Social CEO Report by CEO.com2014 Social CEO Report by CEO.com
2014 Social CEO Report by CEO.com
 
How "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand PublisherHow "Content as a Service" Will Help You Become an Effective Brand Publisher
How "Content as a Service" Will Help You Become an Effective Brand Publisher
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer Engagement
 
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
An Analytics-Driven Approach to Becoming a Brand Publisher - White paper (CaaS)
 

Último

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 

Último (20)

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 

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