1. THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER @BRITOPIAN ON TWITTER

3. They are Influential

4. Amplified voices 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 culture@BRITOPIAN ON TWITTER

17. Brands need to have multiple customer touch points to break through the clutter

18. Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer)@BRITOPIAN ON TWITTER

19. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending @BRITOPIAN ON TWITTER

21. Advocates talk about the brand, even when the brand isn’t listening

22. Advocates are trusted among their peers and within their micro communities

23. Advocates are aiding and influencing others down the purchase funnel

24. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER

25. Any questions so far?

26. DEFINING A SOCIAL BRAND “ 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

28. Employees are running wild on the intrawebs with little to no guidance, direction or governance

29. Different geographies and business units are creating social communities externally and not sharing or communicating internally @BRITOPIAN ON TWITTER

31. Change management and culture change is essential in order for genuine social business transformation to occur

32. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER

33. SOCIAL BUSINESS DEFINED “ A social business is any organization that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER

34. UNDERSTANDING THE DIFFERENCE @BRITOPIAN ON TWITTER

35. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO! LEAKING CONFIDENTIAL INFORMATION RACISM HATE SPEACH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT @BRITOPIAN ON TWITTER

36. What about now? Any questions?

37. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT I have been on the marketing team for 4 years now and WE OWN the Facebook page! DO YOU UNDERSTAND? I just wanted to post our press release….

38. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL @BRITOPIAN ON TWITTER

40. Leveraging search to create social content for blogs

41. Metrics deep dive – understanding metrics and making data driven decisions

42. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

44. Listening & Monitoring Tools and Apps

45. Intended Uses of Social Media

46. Engagement Model &Escalation Process

48. Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts

50. Listening to owned media channels

51. Escalate conversations to others

52. Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

53. Responding to customer support issues and escalating to appropriate channels

54. Basic community management

55. Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels

56. Solving customer support issues on and off enterprise owned media channels

57. Mentoring and training white and blue belts; team brown bags

58. Speaking at conferences

59. Participate in and attend bi-weekly social media integrations forums@BRITOPIAN ON TWITTER

60. ACTIVATING EMPLOYEES TO ENGAGE Content Creators Conversationalist Participant @BRITOPIAN ON TWITTER

61. ESTABLISHING A CONTENT LIBRARY Aggregating all branded content and making it very easy for employees to share it within their social graph! @BRITOPIAN ON TWITTER

62. ESTABLISHING A MEASUREMENT FRAMEWORK @BRITOPIAN ON TWITTER

63. ESTABLISHING A MEASUREMENT FRAMEWORK It’s imperative that everyone in the organization measures social media consistently! @BRITOPIAN ON TWITTER

64. ALIGNMENT = BUSINESS RESULTS Programs Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training ProcessCollaborationOrganization Models Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture Infographic by @armano @BRITOPIAN ON TWITTER Infrastructure

65. SOCIAL BUSINESS VALUE CREATION MODEL SalesAdvocacyProduct Feedback Value creation is what determines success from every perspective! Customer Satisfaction Value Creation Social listening Workflow/Process EngagementProduct DiscountsRelevant ContentSolving customer issues Brand EnablementProduct InnovationProcess Improvement @BRITOPIAN ON TWITTER

66. Listening to the social customer without any type of action is worse than not listening at all - @britopian TWEETABLE MOMENT

67. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER

68. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER

69. ACTION SPEAKS LOUDER THAN WORDS!

70. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM @BRITOPIAN ON TWITTER