The Rise of the Social Customer for Seattle Chamber of Commerce

THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS

MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNINGEDELMAN DIGITAL | @BRITOPIAN ON TWITTER

@BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS

SOCIAL CUSTOMER

• Technology innovation gives customers a voice

• They are Influential• Amplified voices across the social

web • Google indexing critical

conversations about companies• Social Customers are trusted

amongst their peers as influence grows

SOCIAL BRAND

SOCIAL BUSINESS

• Companies and brands join Twitter, Facebook and create corporate blogs

• Engage with the social customer in various channels

• Social Media teams are forming slowly

• Small budgets are allocated on a project basis to social media engagement and community building

• Organizations begin humanizing business operations

• Organizational models are formed to include social media

• Organizational silos are torn down between internal teams

• Governance models and social media policies are created

• Social becomes an essential attribute of organizational culture

1995 to present

2003 to present

2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS


HOW DOES THE SOCIAL CUSTOMER BEHAVE?

• The customer journey is dynamic; and always changes• Brands need to have multiple

customer touch points to break through the clutter• Customers need to hear

things 3 – 5 times before they actually believe (Edelman Trust Barometer)


THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE


Research

Participate

Share

Advocacy

BRAND IMPACT

GOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE THEIR MICROCOMMUNITIESDOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS

ENG

AGEM

ENT

THE NEW PURCHASE FUNNEL

• A brand should build relationships with the social customer in order to drive advocacy

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

• Advocates are trusted among their peers and within their micro-communities

• Advocates are aiding and influencing others down the purchase funnel

• The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact


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.


CHAOS EXISTS IN THE ORGANIZATION TODAY


THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEOPARDY AND GET YOU FIRED TOO!

LEAKING CONFIDENTIAL INFORMATION

RACISM

HATE SPEECH

TALKING SMACK ABOUT MANAGEMENT

TWEETSBLOG POSTSFACEBOOK UPDATES

BASHING COMPETITORS

CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICTMy team owns the Facebook page!!

DO YOU UNDERSTAND?

Relax … I just wanted to post our press

release….

MEASUREMENT INCONSISTENCY


ORGANIZATIONS FOCUSING ON INTERNAL CHANGE


FROM CHAOS TO GOVERNANCE


Policies

• Legal document• Addresses

compliance and is very specific on what not to do

• Governs employees behavior

• Employees liable for actions

Guidelines

• Guides employee's behavior on the social web

• It’s good practice to co-create guidelines with employees

• Moderation policies for Facebook, Corporate blogs

Organization Design

• Directs the organization to maximize its structure to ensure efficiencies and scale

• Provides guidance of ownership for the social media job function

Channel Creation

• Address the creation of new, external facing social media channels

• Creates consist messaging and minimizes customer confusion

Employee Activation

• Process creation for new, existing employees that want to engage externally

• Training modules creates an increase in employee proficiency

Technology Deployment

• Enablement process for internal / external social applications

• Security & Privacy• Ensures technology

consistency across the organization

GOVERNANCE MODEL

USHERING IN SOCIAL BUSINESS

• A social business is built upon three pillars – people, process and technology

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

• Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first


SOCIAL BUSINESS DEFINED

“A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.


ALIGNMENT = BUSINESS RESULTS

Community ManagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

TrainingProcess

CollaborationOrganization Models

Research & DevelopmentPolicies & GuidelinesKnowledge Sharing

Culture

Programs

InfrastructureInfographic by @armano


SOCIAL BUSINESS VALUE CREATION MODEL

Social Customer

Social BrandSocial Business

SalesAdvocacy

Product Feedback

EngagementProduct DiscountsRelevant Content

Solving customer issues

Brand EnablementProduct Innovation

Process Improvement

Value Creation


Value creation is what

determines success

from every

perspective!

Listening to the social

customer without any type

of action is worse

than not listening at all- @britopian

TWEETABLE MOMENT

SOMETIMES IT’S THE SMALL THINGS


SOMETIMES IT’S THE NOT SO SMALL THINGS


SOMETIMES IT’S A BFD


Over the last 5 days, there have been 63,106

twitter mentions; 12,3016,338 impressions

ACTION SPEAKS LOUDER THAN WORDS!

What’s next?

OPTIMIZE YOUR HUB & SPOKES


• The content hub is the website, blog, content aggregator

• Content should be optimized for search w/terms that are relevant to your business

• Should be convenient for users to consume content within the channels that they are comfortable with

• Facebook status updates that promote blog content

• Other content shared NEEDS to add value to the conversation and community

The Hub

• Occasional tweets on promoting blog content

• Cross promoting other social channels, when relevant

• Needs to be unique; not the same on FB

• Optimize Youtube channel and new videos to link back hub/blog

• Videos can be shared on Facebook, YouTube or through editorial

• Optimize Google+ page with relevant links and content back to other channels

• Should not duplicate content• Add Google+ icons to hub

CREATE YOUR CONTENT MARKETING PLAN


Plan

Bi-Weekly and Daily Content Calendars6 Month Thematic Content CalendarsDaily “Tips” And Product News Based On Real Time Listening and Feedback From The Community

Crea

te Inspirational contentCompany News & Events3rd Party Article & Blog Post MentionsContests, Quotes, Surveys & Other Content That Spurs Engagement

Enga

ge

Inform the community@reply influencersAsk questionsRespond to questions, comments and concernsConnect community members with each other via @replies

Mea

sure Month to Month

Growth Community MembershipMonth to Month Growth In EngagementExternal Benchmark Metrics – Share Of Voice/Engagement

External ListeningExisting Social Media Engagement | News Articles | Online Monitoring | Search

Internal Listening Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings

TOOLS TO HELP SCALE - SIMPLY MEASURED


Send em’ a tweet … @simplymeasured

TOOLS TO HELP SCALE – CROWD BOOSTER


Send em’ a tweet … @crowdbooster

TOOLS TO HELP SCALE – HOOTSUITE


Send em’ a tweet … @hootsuite

TOOLS TO HELP SCALE – BUFFER APP


Send em’ a tweet … @bufferapp

TOOLS TO HELP SCALE – BUFFER APP


Send em’ a tweet … @klout

THANK YOU FOR YOUR TIME!


Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian

A copy of the slides can be downloaded from Slideshare:

http://slidesha.re/meltwater

H T T P : / / T H E S O C I A L B U S I N E S S B O O K . C O M