1. WOMMA Welcomes You To SUMMIT 2011 Michael Brito SVP, Social Business Planning, Edelman Digital

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

4. Who Is The Social Customer?

6. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE BRAND IMPACT GOOGLE PRODUCTS & SERVICES MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 4

8. 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. Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 6

9. Slides are here: http://slidesha.re/sic2011 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 7

10. CHAOS EXISTS IN THE ORGANIZATION TODAY LEAKING CONFIDENTIAL INFORMATION RACISM HATE SPEECH TALKING SMACK ABOUT MANAGEMENT TWEETS BLOG POSTS FACEBOOK UPDATES BASHING COMPETITORS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 8

11. EMPLOYEES DON’T KNOW HOW TO BEHAVE Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 9

12. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! DO YOU UNDERSTAND? Relax … I just wanted to post our press release…. @BRITOPIAN ON TWITTER 10

13. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 11

14. MEASUREMENT INCONSISTENCY Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 12

15. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 13

16. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 14

17. ESTABLISHING A CONTENT LIBRARY Aggregating all branded content and making it very easy for employees to share it within their social graph! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 15

18. ESTABLISHING A MEASUREMENT FRAMEWORK It’s imperative that everyone in the organization measures social media consistently! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 16

20. SOCIAL BUSINESS DEFINED “ 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 which creates shared value for all stakeholders Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 18

21. BUSINESS & BRAND ALIGNMENT = RESULTS Infographic by @armano Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 19 Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Programs Infrastructure

22. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Engagement Product Discounts Relevant Content Solving customer issues Brand Enablement Product Innovation Process Improvement Value Creation Value creation is what determines success from every perspective! Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 20

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

24. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER 22

25. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER 23

26. SOMETIMES IT’S A BFD .. @BRITOPIAN ON TWITTER 24

27. ACTION SPEAKS LOUDER THAN WORDS! @BRITOPIAN ON TWITTER 25

28. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital [email_address] @Britopian HTTP://THE SOCIALBUSINESS BOOK.COM Slides are here: http://slidesha.re/sic2011 @BRITOPIAN ON TWITTER 26