from social business to social brand: syracuse university

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From Social Business to Social Brand Michael Brito, Vice President, Edelman Digital l Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Post on 17-Oct-2014

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I presented these slides to the awesome students at Newhouse School of Public Communications at Syracuse University.

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Page 1: From Social Business to Social Brand: Syracuse University

From Social Business to Social BrandMichael Brito, Vice President, Edelman Digital

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 2: From Social Business to Social Brand: Syracuse University

First, the definitions …. “The Social Customer”

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

•Growing Influence•Amplified Reach•Has high expectations

Page 3: From Social Business to Social Brand: Syracuse University

Discovery:Active (Google)Passive (Social RSS)

The Informed(e.g. research products online)

Participation:Fanning, following, liking

The Participant(e.g. participate in a brand experience)

Sharing:Easy, habitual, publishing

The Opinion Sharer(e.g. post review)

Advocacy:Creating content, sharing

The Advocate (e.g. encourage friends to purchase)

”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.

First, the definitions …. “The Social Customer”

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 4: From Social Business to Social Brand: Syracuse University

First, the definitions …. “The Social Brand”

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

• Uses social media to connect with customers

• Listening and responding• Authentic and transparent

communications• Conversational

Page 5: From Social Business to Social Brand: Syracuse University

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!”

Page 6: From Social Business to Social Brand: Syracuse University

First, the definitions …. “The Social Business”

Page 7: From Social Business to Social Brand: Syracuse University

Why is it important to be a social brand? “

Page 8: From Social Business to Social Brand: Syracuse University

2008 Study 2009 Study

59% of Americans use Social Media to interact with brands

78% of Americans use Social Media to interact with brands

93% believe a company should have a presence in social media

37% of users engaging companies or brands via new media at least once per week

43% of consumers say that companies should use social networks to solve the consumers' problems

New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%).

41% believe that companies should use social media tools to solicit feedback on products and services

http://www.coneinc.com/content1182 http://www.coneinc.com/content2601

Growing Consumer Expectations

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 9: From Social Business to Social Brand: Syracuse University

Trust is Important

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 10: From Social Business to Social Brand: Syracuse University

Advocates are the new influencers

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

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 11: From Social Business to Social Brand: Syracuse University

Social Brand = Social Omnipresence

A customer journey is dynamic; they live in the their streams (Twitter, News feed)

People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer

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 heard

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 12: From Social Business to Social Brand: Syracuse University

It’s not just about content …

Relevant content:

1. adds value to the conversation2. positions you as a trusted source of information3. is authentic and believable4. build trust with the community5. results in innovation6. increases the reach branded messages7. increases search engine visibility

It’s about the right content, at the right time, to the right person in the right channel

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 13: From Social Business to Social Brand: Syracuse University

Relevant content adds value to the conversation

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 14: From Social Business to Social Brand: Syracuse University

… positions brands as a trusted source

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 15: From Social Business to Social Brand: Syracuse University

… 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!”

Page 16: From Social Business to Social Brand: Syracuse University

… builds trust with the community

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 17: From Social Business to Social Brand: Syracuse University

… results in innovation

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 18: From Social Business to Social Brand: Syracuse University

… increases reach of brand messages

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 19: From Social Business to Social Brand: Syracuse University

… increases search engine visibility

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 20: From Social Business to Social Brand: Syracuse University

Create relevant content by identifying spokespersons

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 21: From Social Business to Social Brand: Syracuse University

Corporate Versus Personal Profiles

Corporate profiles are more one-way focused; less conversational

Company news, reports, acquisitions, earnings, press releases

Managed by more than one person Usually owned/managed by Corporate

Communications Company branded with logo, colors Some corporate profiles are specific to products

(i.e. @photoshop) and customer care (i.e. @comcastcares)

Links to company home page, blog Company owned

Personal, conversational Content shared is more about the person and

when they do for a company, not the company in general

Personal brand 80/20 rule Links to personal blog or LinkedIn account Employee owned

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Page 22: From Social Business to Social Brand: Syracuse University

Questions?

Michael [email protected]

http://twitter.com/Britopian

http://www.britopian.com

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”