15. Social becomes an essential attribute of organizational culture@BRITOPIAN ON TWITTER
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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@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
24. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER
25. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER EUROPE (EMEA) 31% comment on blogs 27% comment in forums 20% uploaded a video online 39% uploaded a photo online 63% watch a video online 13% actively blog LATIN AMERICA 49% comment on blogs 35% comment in forums 41% uploaded a video online 56% uploaded a photo online 74% watch a video online 27% actively blog ASIA PACIFIC 42% comment on blogs 43% comment in forums 29% uploaded a video online 50% uploaded a photo online 65% watch a video online 37% actively blog @BRITOPIAN ON TWITTER
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
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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
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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 company that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER
51. Metrics deep dive – understanding metrics and making data driven decisions
52. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
100. 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
101. SOCIAL BUSINESS VALUE CREATION MODEL SalesAdvocacyProduct Feedback Customer Satisfaction Value Creation Social listening Workflow/Process EngagementProduct DiscountsRelevant ContentSolving customer issues Brand EnablementProduct InnovationProcess Improvement @BRITOPIAN ON TWITTER