From Social Business to Social Brand: Syracuse University
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I presented these slides to the awesome students at Newhouse School of Public Communications at Syracuse University.
![First, the definitions …. “The Social Customer” ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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From Social Business to Social Brand: Syracuse University
- 1. From Social Business to Social Brand Michael Brito, Vice President, Edelman Digital Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 4. Has high expectationsMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 5. First, the definitions …. “The Social Customer” The Informed (e.g. research products online) Discovery: Active (Google) Passive (Social RSS) The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Participation: Fanning, following, liking Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Advocacy: Creating content, sharing ”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 8. Authentic and transparent communications
- 9. ConversationalMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 10. They say that people buy from “The Social Brand” Engagement Correlates to financial Performance Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 11. First, the definitions …. “The Social Business”
- 12. “ Why is it important to be a social brand?
- 13. Growing Consumer Expectations http://www.coneinc.com/content2601 http://www.coneinc.com/content1182 Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 14. Trust is Important Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 16. Advocates are trusted among their peers and within their micro communities
- 17. Advocates are aiding and influencing others down the purchase funnel
- 18. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 20. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
- 21. 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 heardMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 22. It’s not just about content … It’s about the right content, at the right time, to the right person in the right channel Relevant content: adds value to the conversation positions you as a trusted source of information is authentic and believable build trust with the community results in innovation increases the reach branded messages increases search engine visibility Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 23. Relevant content adds value to the conversation Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 24. … positions brands as a trusted source Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 25. … is more than authentic, it’s believable Change you can Believe in … Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 26. … builds trust with the community Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 27. … results in innovation Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 28. … increases reach of brand messages Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 29. … increases search engine visibility Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 30. Create relevant content by identifying spokespersons Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 32. Company news, reports, acquisitions, earnings, press releases
- 33. Managed by more than one person
- 34. Usually owned/managed by Corporate Communications
- 35. Company branded with logo, colors
- 36. Some corporate profiles are specific to products (i.e. @photoshop) and customer care (i.e. @comcastcares)
- 37. Links to company home page, blog
- 38. Company owned
- 40. Content shared is more about the person and when they do for a company, not the company in general
- 41. Personal brand
- 42. 80/20 rule
- 43. Links to personal blog or LinkedIn account
- 44. Employee ownedMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
- 45. Questions? Michael Brito Michael.Brito@Edelman.com http://twitter.com/Britopian http://www.britopian.com Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Notas del editor
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
- SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?